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Update 9/26/2024: As expected, Southwest detailed its planned changes, which will start in 2025. Below are the details of the original announcement from July 2024 for reference.
Southwest Airlines announced in a press release that it will be making major changes to its operating model. The changes include introducing redeye flights and, surprisingly, abandoning its long-running and unique open seating model. As part of this change, Southwest Airlines will also offer “premium seating” options.
Here's what Southwest flyers need to know about these massive changes to Southwest's model.
Southwest's New Assigned Seating Model
Southwest has operated an open-seating model for more than 50 years. However, it seems this model has outlived its usefulness and will be discontinued by Southwest in the coming months. According to Southwest, the move will improve the customer experience aboard the airline. According to statistics cited by the airline in the release:
- 80% of current customers prefer an assigned seat.
- 85% of potential customers prefer an assigned seat.
The airline will introduce extra legroom seating, faster Wi-Fi, and larger overhead bins as part of the changes.
Commenting on the upcoming changes, the President, CEO, & Vice Chairman of the Board, Bob Jordan, stated:
“Moving to assigned seating and offering premium legroom options will be a transformational change that cuts across almost all aspects of the Company.”
More details on these changes — including the timeframe — will be announced at the airline's investor day in late September 2024.
Related: A Complete Guide to Southwest Rapid Rewards
Southwest To Introduce Redeye Flights in 2025
Up to this moment, Southwest has not operated a 24-hour business model. While some flights will land late at night, the airline has not operated any true redeye flights. According to the latest announcement, this is about to change, and Southwest is shifting to a 24-hour operation model and introducing redeye flights.
The first of these flights is scheduled to land on Valentine’s Day 2025. Southwest has not announced the full details of the routes it plans to operate. However, the initial phase of redeye flight operations will see the launch of the following routes, with more to come.
- Las Vegas to Baltimore and Orlando.
- Los Angeles to Baltimore.
- Los Angeles to Nashville.
- Phoenix to Baltimore.
Related: 6 Reasons Why Southwest Rapid Rewards Is the Easiest Airline Loyalty Program
Our Take
Southwest's reason for making these changes is crystal clear: Money! The airline has suffered losses and needs to change its business model to maximize its revenues. In fact, the airline lost $231 million in Q1 2024, which is unsustainable, and the airline needs to take measures to stem these losses.
Shifting to assigned seating is a great way to generate additional revenue for minimal administrative costs. Many low-cost carriers worldwide generate millions of additional revenue by charging a few bucks to select your seat.
On the one hand, those who like order will be happy to see the end of the mad dash and scrabble to get a seat on a Southwest flight. However, Southwest fans who enjoy the game of racing to find the best seats will be disappointed to see the end of this Southwest tradition.
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