It isn’t news that Southwest Airlines ended its open seating policy Jan. 27 after 53 years, becoming the last U.S. carrier to adopt assigned seating. But just one month into the rollout, customer complaints prompted the Dallas-based airline to announce adjustments.
The Dallas Morning News recently reported that Southwest is “refining” its assigned seating policy after what the newspaper described as “fierce backlash” and “customer unrest.” Executive Vice President and Chief Customer and Brand Officer Tony Roach sent a letter to customers outlining planned changes.
Passengers on Reddit used the word “extortion” to describe their experiences with the new system. One customer posted that after purchasing a Basic Fare ticket and checking in exactly 24 hours before departure, their daughter was placed on standby with no seat assignment despite dozens of seats remaining available for purchase. The passenger noted that under the previous system, the worst outcome would have been a C boarding number with guaranteed boarding and seat selection.
The Dallas Morning News also reported that customers cited multiple issues, including standby designations until upgraded seats were purchased, and parents and children who previously sat together are now being separated.
Southwest Announces Improvements
In his letter, Roach announced three changes rolling out in March. Southwest will rebalance boarding groups to improve overhead bin availability near assigned seats. The carrier plans to install larger bins holding up to 50 percent more bags on at least 70 percent of its fleet by year end. Throughout March, Southwest will add signage to reserve overhead bins above Extra Legroom seats for passengers in those rows.
The letter thanked customers for feedback and promised continued refinements while maintaining what Roach called “the industry’s best operational reliability and hospitality.” Southwest had operated the industry’s only open seating model, where passengers received boarding positions and selected seats on a first-come basis after boarding.
