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Southwest Airlines has discontinued open seating and will introduce additional legroom seats. This strategic move comes as the airline faces increasing pressure to boost revenue, observing the most significant changes to its business model in its 53 years of operation.
The airline said Thursday that it plans to start selling the first flights with extra legroom from next year and begin overnight flights in February.
Southwest executives have consistently expressed their dedication to exploring advancements. In April, they suggested that the airline actively contemplated seat assignments and introduced more premium seating alternatives with extra legroom.
The airline efficiently categorizes customers into three boarding groups and assigns a number, ensuring a streamlined check-in process a day before the flight. Customers seeking priority boarding can purchase a higher-priced ticket to secure an earlier slot.
When travelers choose a competitor over Southwest, the airline found in its research that its open seating model was the No. 1 reason for that choice, the carrier said in a release that outlined the changes. It also said 80% of its customers select an assigned seat.
CEO Bob Jordan stated, “Our unique open seating model has been a part of Southwest Airlines since our inception, but our research makes it clear this is the right move for our Customers, People, and Shareholders.
Southwest still needs to disclose changes to its special two-free checked bags policy.
The airline is now under even more pressure to segment its product like other airlines after activist investor Elliott Investment Management disclosed a nearly $2 billion stake in Southwest in June and called for new leadership as the carrier underperformed competitors.
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