Southwest Airlines has taken a bold step in its customer strategy by announcing a shift from its longstanding open seating policy to assigned seating. This significant change, marking a departure from a practice that has been in place for over 50 years, comes in response to extensive research indicating that 80% of customers favor assigned seating. The move aims not only to enhance customer satisfaction but also to attract new travelers, especially after a rocky period for the airline that included the cancellation of 17,000 flights during the holiday season two years ago.
The new seating policy will also allow Southwest to introduce what it terms “premium” seats, which will likely come at an additional cost. Additionally, the airline plans to allocate roughly one-third of its seats to offer extended legroom, a feature increasingly common among its industry competitors. Bob Jordan, the CEO of Southwest, highlights this policy change as a transformative moment for the airline, stating that research clearly supports a shift towards assigned seating for the benefit of customers, employees, and shareholders alike.
The decision echoes broader trends in the airline industry where customer experience increasingly dictates competitive strategies. As airlines adapt to consumer preferences, Southwest’s move toward a more traditional seating assignment approach may attract a demographic that prioritizes comfort and predictability in their travel arrangements. This landmark change could well define the airline’s next chapter, shaping its customer interaction model and its position within a highly competitive market.