Love it or hate it, Southwest Airlines’ open seating ‘cattle call’ experience is going the way of the dodo bird. After months of deliberation, the Boeing 737 operator is pressing ahead with plans to assign seats, redesign its boarding model, and offer extra-legroom “premium seating” options.

Southwest will also introduce redeye flying, as part of what will be a “multi-year transformation” to a 24-hour operation.

“The research is clear and indicates that 80% of Southwest customers, and 86% of potential customers, prefer an assigned seat. When a customer elects to stop flying with Southwest and chooses a competitor, open seating is cited as the number one reason for the change,” explains Southwest, which has been known for its unique open seating model for more than 50 years.

“By moving to an assigned seating model, Southwest expects to broaden its appeal and attract more flying from its current and future customers.”

A sizable extra-legroom economy section will be carved out in each twinjet. Whilst specific cabin layout details are still being thrashed out — and a final LOPA (layout of passenger accommodations) will need to be approved by the US FAA — Southwest anticipates that roughly one-third of the seats across its fleet will offer extended legroom “in line with that offered by industry peers on narrowbody aircraft”. Bookings for the new cabins are expected to be available next year.

In April, Southwest posted a crushing first quarter net loss of $231 million. But management is hopeful that the new amenities announced today will produce additional revenue and strengthen its financial performance  — in addition to meeting customer demand.

“Moving to assigned seating and offering premium legroom options will be a transformational change that cuts across almost all aspects of the company,” says president, CEO and board vice chairman Bob Jordan.

“Although our unique open seating model has been a part of Southwest Airlines since our inception, our thoughtful and extensive research makes it clear this is the right choice — at the right time — for our customers, our people, and our shareholders.”

In a bid to further optimize its network, Southwest is also adding “24-hour optional capabilities” by introducing redeye flights. Bookings are available today with the first overnight flights scheduled for Valentine’s Day 2025 in five initial nonstop markets: Las Vegas to Baltimore and Orlando; Los Angeles to Baltimore and Nashville; and Phoenix to Baltimore. Additional redeyes will be phased in over time.

“Redeye flying, coupled with continued reductions in turn-time through new technologies and procedures, is expected to provide incremental revenue and cost savings, enabling Southwest to fund nearly all new capacity over the next three years without incremental aircraft capital deployment,” says the airline.

To lead the rollout of these new initiatives, Ryan Green, previously executive vice president and chief commercial officer, has been appointed to the new role of executive vice president commercial transformation.

Green has already been leading the carrier’s previously-announced cabin transformation work, including its introduction of new Recaro slimlines with device holders. He reports to Jordan in this new role.

Southwest says it will share further details about product designs, cabin layout, timing, and incremental financial value at its Investor Day in late September.

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Featured image of Southwest 737 interior credited to Mary Kirby