Southwest Airlines is undergoing significant changes. The Dallas-based carrier has announced the end of its open seating policy, the introduction of premium seating options, and the launch of redeye flights.
These updates are part of Southwest's ongoing transformation aimed at enhancing the customer experience. Research conducted by the airline revealed strong preferences for assigned seating, with 80% of current customers and 86% of potential customers expressing a preference for this approach.
In addition to assigned seating, Southwest will offer premium seating with extended legroom in a third of its cabins. The airline will start selling tickets for redeye flights this Thursday, with the first overnight flights scheduled to debut on Valentine's Day 2025. Initial nonstop redeye routes include Las Vegas to Baltimore and Orlando, Los Angeles to Baltimore and Nashville, and Phoenix to Baltimore, with plans to expand this service in subsequent schedules.
Ryan Green, formerly the executive vice president and chief commercial officer, will lead these initiatives in his new role as executive vice president of commercial transformation.
Southwest's President and CEO, Bob Jordan, emphasized that these changes are designed to elevate the airline and meet evolving customer expectations. Despite the historical significance of its open seating model, Southwest's decision to implement assigned seating and premium options reflects careful consideration and extensive feedback from customers and employees.
"We believe transitioning to assigned seating and offering premium legroom represents a transformative shift that impacts nearly every facet of our operations," said Bob Jordan, President, CEO, and Vice Chairman of the board. "While our unique open seating model has defined Southwest Airlines from the beginning, our comprehensive research indicates that this is the optimal decision at this juncture for our customers, employees, and shareholders. We are eager to integrate insights from our stakeholders to create a distinctive experience that only Southwest can deliver."