Southwest Airlines passengers have had a few days to experience the airline’s new assigned seating system, which has replaced its trademark open seating policy. Debuting on January 27, customers can now pre-select their seats as part of one of Southwest’s new fare bundles, a move some have welcomed, but others have criticized.
Passenger feedback during the first few days has been mixed, with many pointing out flaws in the boarding process. This includes gripes over competitive gate behavior, late seat re-assignments and constant seat-switching between passengers once onboard. However, others have praised the ability to guarantee your seat before boarding and spoke of a calm and orderly onboard experience.
Southwest’s Assigned Seating Draws Mixed Response
First coming into effect on Tuesday, January 27, Southwest’s new assigned seating system has come under fire from customers for its perceived inefficiencies and flaws. This includes late final seat assignments just hours before boarding, aisle congestion during boarding, and competition for remaining seats and bin space. For example, one passenger posted on Reddit today that « Southwest completely changed our seats at check-in and separated the kids from the rest of the family. » In this instance, they had pre-booked a family group to sit together, but were unexpectedly reallocated seats and separated from their children.
Others have reported paying hundreds of dollars for particular seats, only for these seats to be reassigned before or during check-in. The stress of attempting to secure sufficient overhead bin space has also not gone away, particularly among the last boarding groups. However, some passengers have praised the new system for bringing a sense of order to boarding, noting that everyone boarded the plane faster by being separated into boarding groups. Passengers switching seats at the last minute was also commonly reported, although flight attendants would not allow empty seats to be taken. One passenger told 8 News Now,
« I had three people on my side, full. There was no one on the other side. The person next to me was coughing all flight, but they wouldn’t let me move across the aisle. I didn’t like the inflexibility. »
Can Southwest Make Improvements?
As with any new policy or system in its nascent phase, teething pains are inevitable, and there is still plenty of room for Southwest to improve. Some of the complaints among passengers over unexpected seat reassignments have been attributed to Southwest system errors, but other issues will be more difficult to iron out.
One of the supposed benefits of assigned seat selection is to nullify the sense of competition between passengers for desirable seats and bin space. Despite this, gate crowding behavior has reportedly remained, particularly among the last boarding groups that are eager to secure remaining storage space.
Much of the success or failure of assigned seating will depend on Southwest’s execution. However, as its long-time passengers get more accustomed to the experience, complaints are likely to go down.
How Southwest Airlines’ New Boarding Policy Will Work
Southwest Airlines ends open seating in January 2026 with assigned seats, fare bundles, and a new group boarding system. Here’s how it all works.
Airline « Losing Its Identity »
With its switch to assigned seating, Southwest has lost one of its defining qualities, a move that many feel will harm the carrier in the long-run. Although Southwest’s share price has jumped as investors strongly welcome the new seating policy, it risks alienating its loyal customer base and undermining the simplicity and transparency that once set it apart from the competition.
Much like its competitors, Southwest’s new system features eight boarding groups, with passengers placed in groups based on fare type or Rapid Rewards status level. It has also introduced new fare bundles — Basic, Choice, Choice Preferred and Choice Extra — which determine boarding priority and other perks, like better seat selection.
Last summer, Southwest scrapped another of its trademarks by removing its decades-old free checked bags policy. Previously, all Southwest passengers were entitled to two checked bags free of charge, but baggage allowance is now determined by fare type or as an ancillary charge.