URGENT UPDATE: Southwest Airlines is making a major shift towards premium travel, announcing that beginning in January 2026, passengers will have assigned seats for the first time in the airline’s history. This change marks the end of the long-standing open boarding policy that defined the carrier for decades.
The announcement, made earlier this year in July 2024, comes as Southwest seeks to enhance its appeal in a competitive market, now dominated by travelers willing to pay for extra amenities. The airline will also introduce new cabin features, including larger overhead bins, improved Wi-Fi, and in-seat power, all aimed at delivering a more comfortable flying experience.
“We’re evolving based on customer feedback,” said Southwest’s Chief Customer and Brand Officer, Tony Roach. “Customers love our service but want more from their flying experience, which includes things like larger bins and better in-flight connectivity.”
As part of these changes, Southwest will also start charging for checked bags, with the first bag costing $35 and the second $45. While there are exceptions for loyal members, the new pricing structure highlights the airline’s shift towards a more revenue-driven model.
Travelers will soon have the option to select fare bundles that include seating, checked bags, and boarding preferences, allowing for a more tailored travel experience. Industry analysts, such as Henry Harteveldt, note that Southwest was “backed into a corner” and had to adapt to remain competitive with other airlines offering premium seating options.
This shift also reflects a broader trend in the airline industry, as budget carriers like Frontier Airlines begin adding premium options to attract leisure customers. Barry Biffle, CEO of Frontier, emphasized the growing demand for premium products, stating, “There’s a higher propensity for leisure customers to pay for premium products than ever before.”
However, the landscape for low-cost air travel is changing. Spirit Airlines recently announced a reduction in service to nearly a dozen cities amid financial struggles, further complicating the options for budget-conscious travelers.
As Southwest Airlines prepares for this significant transition, the impact on customer experience and the airline’s market position will be closely watched. Travelers are urged to stay informed about these evolving policies as the airline embarks on this new chapter.
This is a developing story—stay tuned for more updates on Southwest Airlines and the future of air travel.
