"Sit First-Come, First-Served Like a Bus" US Airline Suddenly Changes Seating Policy and Why

Over 50 Years of First-Come, First-Served Seating Abandoned
Struggling in Low-Cost Airline Competition... "Customers Also Want It"

Southwest Airlines, a leading low-cost carrier (LCC) in the United States, is ending its first-come, first-served seating policy that it has maintained for over 50 years.

Bloomberg reported on the 25th (local time) that Southwest Airlines announced a new business model including the introduction of assigned seating and premium seating, as well as plans for late-night flights.

Since its establishment in 1967, Southwest Airlines has operated with open seating for more than 50 years. The order of boarding was determined, but passengers chose their own seats.

The company expects passengers to prefer the switch to assigned seating. According to its own survey, 80% of current customers and 86% of potential passengers favor assigned seating. Night flights are also planned to begin in February next year.

Southwest Airlines passenger plane entering the airport [Image source=Yonhap News]

Starting early next year, Southwest Airlines will offer assigned seats along with premium economy seats that provide extra legroom. There is also a possibility of selling high-yield seats such as business class or first class.

Southwest Airlines, which was a successful model for LCCs, has recently struggled to compete with the three major U.S. airlines?American, United, and Delta?as well as ultra-low-cost carriers.

Ultra-low-cost carriers like Spirit Airlines attract existing customers by charging additional fees for carry-on baggage while offering lower ticket prices. In contrast, Southwest Airlines is the only U.S. airline that provides two free checked bags on all flights. In response, the prominent activist fund Elliott Management pointed out this issue and demanded that Southwest Airlines improve its performance.

In a statement, Southwest Airlines said, “We expect to attract many more customers by switching to assigned seating.” However, detailed discussions on the specific policy changes are expected to take place in September.