Southwest Breaks Tradition: How Its New Assigned Seating System Will Work
Starting July 29, 2025, Southwest Airlines passengers will be able to choose their seats when booking flights for travel on or after January 27, 2026. The airline, famous for its “open seating” policy, is making a historic shift in its boarding model with a system that promises greater comfort, personalized options, and a smoother travel experience.
More Control for Passengers
“People want more control over their travel experience,” said Tony Roach, Executive Vice President of Customer and Brand at Southwest Airlines. With this change, the airline aims to eliminate the usual uncertainty of not knowing where passengers will sit, offering concrete alternatives to plan trips further in advance.
Customers will be able to choose from several fare packages that include the option to select seats during booking. Options will range from standard seats to the most sought-after: Extra Legroom and Preferred (priority cabin location). Passengers will also have the opportunity to enhance their experience by purchasing upgrades.
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Exclusive Benefits for Frequent Travelers
Rapid Rewards® credit cardholders, depending on their card type, will be able to select their seats at the time of purchase or up to 48 hours before departure—even if they opt for basic fares.
Similarly, A-List and A-List Preferred members will have access to seat selection at the time of booking, regardless of the fare purchased, ensuring competitive advantages for the airline’s most loyal travelers.
New Boarding System: More Order, Less Stress
With the implementation of assigned seating, Southwest will also introduce a new group boarding process, optimized to streamline aircraft boarding.
This method will be organized by seat location, starting with Extra Legroom seats, which will board in Groups 1 and 2. Passengers with premium fares, elite-level members, and cardholders will receive priority in the process.
Additionally, Priority Boarding will be available for purchase starting 24 hours before the flight for those who wish to board early.
Advertising Campaign with Southwest’s Signature Style
As part of this transformation, the airline launched a campaign titled “Are You Sitting Down?”—mixing humor and surprise, true to its brand—to introduce this change to its customers. The goal: generate excitement and reinforce its brand identity, even as it breaks away from one of its most recognizable practices.
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