Southwest's Open Seating Is Over – Here's What Passengers Think Of Assigned Seats

Key Concepts

• Open Seating: Southwest Airlines’ traditional boarding policy where passengers select seats on a first-come, first-served basis after boarding groups are called.
• Assigned Seating: The standard airline boarding practice where passengers are assigned specific seats at the time of booking or check-in.
• Boarding Groups (A, B, C): Southwest’s system for organizing passengers for boarding based on check-in time and fare class (EarlyBird Check-In, Business Select).
• EarlyBird Check-In: A paid service allowing customers to automatically check in 24 hours before departure for earlier boarding group assignment.
• Business Select: Southwest’s premium fare class offering priority boarding, a guaranteed A1-A15 boarding position, and other benefits.
• Revenue Generation (Ancillary Fees): The airline industry practice of generating revenue through optional services like preferred seating and early boarding.

The End of an Era: Southwest Airlines Transitions to Assigned Seating

This report documents the final flight of Southwest Airlines operating under its decades-long open seating policy, transitioning to a system of assigned seats. The flight, from Honolulu to Los Angeles, marked a significant shift for the airline and its passengers.

Historical Context & Policy Change Rationale

For over 50 years, Southwest Airlines distinguished itself with its open seating policy, a practice that fostered a unique boarding experience where passengers competed for preferred seats. However, the airline is now adopting assigned seating, aligning itself with industry standards. The primary drivers behind this change are twofold: increased profitability and evolving customer preferences.

Southwest executives believe assigned seating will unlock new revenue streams. Similar to competitors like Delta, United, and American, Southwest will offer premium seating options – closer to the front of the plane and with extra legroom – at an additional cost. Furthermore, the airline cites customer feedback indicating a desire for more certainty and reduced stress during the boarding process, particularly on longer flights. As stated by Southwest executives, customers are “looking for more certainty when they’re flying Southwest.”

Customer Reactions & Perspectives

The policy change has elicited mixed reactions from Southwest passengers. Some express disappointment, fearing the loss of a defining characteristic of the airline. One passenger lamented, “Southwest has always been two free bags and open seating, and now they’re like everybody else. Nothing is setting them apart.” Another stated they might reconsider flying Southwest due to the change.

Conversely, other passengers welcome the change, valuing the assurance of sitting with companions and reducing pre-flight anxiety. A passenger expressed relief, stating, “It’s at least if I know where I’m sitting…when you have to look and you got your luggage and stuff.” Another passenger was “excited about the end of open seating” because it allows them to “sit with loved ones…and just friends and family in general.”

The Final Open Seating Flight Experience

A CNBC reporter documented their experience on the final open seating flight from Honolulu to Los Angeles. The reporter set an alarm 24 hours prior to departure to secure a favorable boarding position, ultimately achieving a B7 boarding group. Despite not purchasing EarlyBird Check-In or Business Select, they were assigned seat 29A, near the rear of the aircraft, describing the boarding process as “very anxiety inducing.”

The flight attendants themselves are reportedly “overjoyed” about the change, as the open seating system often led to chaotic boarding and passengers moving around the cabin to find suitable seats. The transition is expected to streamline the boarding process and reduce disruptions.

Financial Implications & Industry Trends

The shift to assigned seating reflects a broader trend within the airline industry towards revenue optimization through ancillary fees. By offering preferred seating options, Southwest aims to generate additional income beyond base fares. This strategy mirrors practices employed by major carriers, who have successfully implemented premium seating and other fee-based services. The airline is following the trend of “putting in fancier seats, new first class, some cases, premium economy and more extra legroom seats that carry a higher fare.”

Implementation & Future Outlook

Southwest employees were observed already implementing the new assigned seating boarding process immediately following the final open seating flight. The airline anticipates a period of adjustment for both employees and customers. CNBC plans to continue monitoring Southwest’s performance and customer response to the new policy. Commemorative bag tags and trading cards were distributed to passengers on the final open seating flight as a symbolic gesture marking the end of an era.

Conclusion

The transition to assigned seating represents a significant departure for Southwest Airlines, driven by a combination of financial considerations and perceived customer demand. While the change has sparked mixed reactions, the airline believes it will ultimately enhance the passenger experience and improve operational efficiency. The move signifies Southwest’s adaptation to the evolving landscape of the airline industry and its commitment to remaining competitive in a dynamic market.