The BareStory
Southwest Airlines has officially ended its 54-year open-seating policy, replacing it with an assigned seating system that took effect on Tuesday. The final flight under the legacy model was a red-eye service from Honolulu to Los Angeles. Under the new protocol, passengers are assigned seat locations before boarding and have the option to pay premiums for roomy seats at the front of the aircraft. To facilitate the change, the airline has trained staff on an eight-group boarding process and is installing new digital boarding screens.
On Wednesday, the carrier forecast a surge in profitability for 2026, projecting adjusted earnings of at least $4 per share. Southwest reported fourth-quarter revenue of $7.44 billion and a net income of $323 million, a nearly 24% increase from the previous year. Executives estimate that new initiatives, including the seating changes and recently introduced fees for checked bags, could add $4.3 billion in earnings this year.
CEO Bob Jordan stated that the shift was driven by financial benefits and customer demand, citing market research indicating that 80% of customers prefer assigned seats. The move brings Southwest in line with industry standards and follows pressure from activist investor Elliott Investment Management to improve the company’s financial standing.
Despite the positive financial outlook, executives noted that operations were impacted by Winter Storm Fern, which forced airlines to cancel thousands of flights. However, the company reported that 2026 has started strongly, and the airline’s stock value rose following the release of the financial forecast and the implementation of the new seating model.
How it may affect me
As a U.S. reader:
You will no longer choose your seat upon boarding, as the airline has shifted to an assigned seating model that requires selection before the flight.
Travel costs may increase if you opt for newly available premium roomy seats or encounter recently introduced fees for checked bags.
Your airport experience will involve a new eight-group boarding process and updated digital signage as staff implement these operational changes.
Investors and the market may see continued stock movement as the carrier projects a surge in 2026 profitability driven by these new revenue initiatives.
