By Chicago Times Magazine –

July 24, 2024

Southwest Airlines, known for its unique open seating boarding process, has announced a significant shift in its operating model. The airline will begin assigning seats to passengers, marking a departure from its decades-long tradition.

While specific details about the implementation of assigned seating are forthcoming, the decision is expected to impact the overall passenger experience and potentially influence the airline’s competitive landscape.

Industry analysts suggest that the move is likely driven by a combination of factors, including increased competition, operational efficiency goals, and customer demand for more control over their travel experience.

“I’m thrilled Southwest is finally doing away with the free-for-all boarding process. It was like trying to board a crowded public bus every time I flew. The mad dash to secure a decent seat was stressful and often resulted in being stuck in a middle seat next to someone who smelled like they hadn’t showered in a week. It felt like cattle being herded into a car,” said passenger Harvey Holstein who was interviewed by our staff at Midway Airport.

Southwest Airlines is scheduled to release further information regarding the new seating policy and boarding process in September.