Southwest Airlines will begin selling assigned seats in the second half of next year as part of its broader plan to transform the passenger experience (PaxEx) and improve profitability.
The carrier, which famously uses a ‘cattle call’ open seating model, in July revealed it will adopt a more conventional assigned seating approach and offer extra-legroom “premium seating” options.
During an Investor Day briefing in Dallas, management put more meat on the bones of that PaxEx plan — and revealed a new partnership with Icelandair.
“The company expects to begin selling assigned seats in the second half of 2025, with its first flights operating with the new model in the first half of 2026,” it said.
Boarding processes will be updated to accommodate the assigned seating model, but, in an interesting twist, Southwest has opted to retain what it calls its “unique and popular” approach to boarding — i.e. position numbers and signage displayed on stanchions within the gate area.
Southwest’s most loyal customers and those who purchase extra-legroom seats will be among the first to board.
Fully one third of the seats aboard each Southwest twinjet will be configured with extra legroom. But in order to facilitate the retrofit whilst minimizing the impact to passenger density, Southwest is moving to a standard 31″ seat pitch across its Boeing 737 fleet.
Southwest detailed the changes in a presentation to investors. Image: Southwest
Southwest currently offers an impressive 32″ seat pitch on its 737-800s and 737 MAX 8 twinjets, a full inch more than what’s found on many international widebodies flying long-haul. In moving to a 31″ standard pitch, it can pitch the extra-legroom product at 34″ on those aircraft types, without losing any seats.
The carrier will sacrifice six seats in bringing 36″-pitched extra-legroom seats to its 737-700s, which are already configured with 31″ pitched seats. The 737 MAX 7 has not yet entered Southwest’s fleet but the carrier said the -7s will lose two seats (versus its prior plan) and feature 34″-pitched extra-legroom seats.
Recaro Aircraft Seating is a key partner to Southwest, and will deliver a customized version of its R2 slimlines — complete with seatback device holders and six-way headrests — for the carrier’s future MAX twinjets. RGN got up close and personal with the new seats during the Aircraft Interiors Expo in Hamburg.
New 737 MAX twinjets with Recaro R2s and device holders will be delivered to Southwest starting in 2025. Image: Southwest
Notably, bags will continue to fly free on Southwest, with management saying the carrier’s two-free-bags policy remains the most important feature “by far” in setting the airline apart from its peers, and that a pivot away from this amenity would hurt revenues more than help.
Also of note, Southwest is formalizing partnerships with international carriers to expand its network and connect customers with more global destinations. It revealed today that Icelandair will become its initial partner with an expected launch in 2025 through Baltimore-Washington International Airport, their first US gateway.
“The Icelandair partnership will expand gateways throughout 2025, and Southwest intends to add at least one additional partner carrier next year,” it said.
Southwest’s overhaul will also see the carrier offer a new ‘Getaways by Southwest’ product, offering customizable vacation packages “with friendly policies” including the extension of its ‘no change fees’ approach for flights to hotels and other elements of packaged vacations. And the airline will update its Tier Benefits for Rapid Rewards members, assuring it will give A-List and A-List Preferred members better benefits.
The company’s previously-announced plan to move to 24-hour operations will go into effect in February 2025. And Southwest expects to begin offering redeyes in key markets to maximize aircraft utilization.
“We’re now ushering in a new era at Southwest, moving swiftly and deliberately to transform the company by elevating the customer experience, improving financial performance, and driving sustainable shareholder value,” said Bob Jordan, president, CEO, and vice chairman of the board.
Shareholders have responded positively to the news.
Southwest is also working to further reduce turnaround times. Image: Southwest
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