July 22, 2025
Our Customers want more choice and greater control over their travel experience.
Tony Roach, Executive Vice President Customer & Brand at Southwest Airlines, on new changes to the airline’s open-seating policy. Southwest calls the initiative “Seatisfaction.”
Why It Matters: Assigned seating on Southwest goes on sale July 29 for flights beginning January 27, 2026. The airline says sunsetting its 50-year open seating policy gives customers access to “new opportunities,” such as more legroom, while eliminating “the uncertainty of not knowing where they will sit in the cabin.” Other changes include an “optimized” boarding process and the end of the airline’s two free checked bags policy. While Southwest calls these changes “enhancements,” a recent Washington Post analysis offered a more critical take: “Now it’s just like everyone else.”
Learn More:
- Southwest Airlines sets a date for seat assignment launch, lays out new boarding order (MSNBC)
- What is changing with Southwest’s policies? (Southwest Airlines)
Image Credit: Southwest Airlines
by Stephanie Wagner, based in Florida
