If you’ve ever felt that spike of adrenaline when the clock hits exactly 24 hours before your flight, you’re a Southwest loyalist. That frantic "check-in" tap on your phone is a ritual. It determines whether you’re lounging in an exit row or squeezed into a middle seat near the lavatory. But that era is ending. Honestly, it’s the biggest fundamental shift in the airline's history since Herb Kelleher first started flying 737s in a triangle between Dallas, Houston, and San Antonio.
So, let's get straight to the point: when is Southwest doing assigned seating?
The airline has officially confirmed that the transition will begin in 2025, with tickets going on sale for assigned seats during that year. However, don't expect to see the open-seating "cattle call" disappear overnight. The actual physical flights with assigned seats won't likely take off until 2026.
It’s a massive logistical nightmare for them, but they’re committed.
Why the Open Seating Era is Dying
Southwest didn't just wake up and decide to be like American or Delta. They did their homework. CEO Bob Jordan and Executive Vice President Ryan Green have been vocal about the fact that passenger preferences have shifted.
According to Southwest’s internal research, roughly 80% of their current customers—and a staggering 86% of potential customers who currently fly other airlines—prefer an assigned seat. People are tired of the anxiety. They’re tired of the "gate lice" crowding the boarding pillars. They want to know exactly where they are sitting before they even leave for the airport.
But there's a financial angle too. Big time.
The airline is under immense pressure from activist investors, specifically Elliott Investment Management. These investors have been pushing for changes to boost the stock price and modernize the business model. By moving to assigned seating, Southwest can finally introduce "premium" seating with extra legroom. That’s a huge revenue stream they’ve been leaving on the table for decades.
The Cabin Retrofit: A Massive Undertaking
You can't just flip a switch and have assigned seating. The planes have to change.
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Southwest is planning to redesign the entire cabin layout of its Boeing 737 fleet. This isn't just about putting numbers on the overhead bins. They are introducing a premium section that will offer roughly five to six extra inches of legroom. They expect about a third of the seats across the fleet to offer this extended legroom.
Think about the math. Southwest has over 800 aircraft. Every single one needs a refresh. That means taking planes out of service, installing new Recaro seats, and updating the Boeing Sky Interior. It's a multi-year project.
The 2025 vs. 2026 Timeline Explained
It's easy to get confused by the dates. Here is the breakdown of what is actually happening.
In 2025, Southwest will begin selling tickets under the new model. If you book a flight in late 2025 for a trip occurring in 2026, you will likely be picking your seat on a digital map just like you do with United or JetBlue.
The "Go-Live" date for the actual flights is the kicker. Southwest has signaled that they need at least 18 to 24 months to get the technology and the fleet ready. This puts the first actual assigned-seat flights squarely in 2026.
What Happens to Boarding Groups?
This is the part that keeps the Southwest "A-List" members up at night.
The current system of A, B, and C groups with positions 1 through 60 is going away in its current form. While the airline hasn't released the granular details of the new boarding process, they have hinted that it will be more traditional. You'll board based on the "class" of seat you bought or your loyalty status.
If you're a Rapid Rewards A-List Preferred member, you'll still get priority. But instead of being the first to pick any seat, you'll likely just be the first to board and put your bag in the overhead bin. Speaking of bags...
Yes, bags still fly free.
Southwest has been very clear that they are keeping their "two bags fly free" policy. It is their most "holy" brand pillar. Even as they move to assigned seating and premium cabins, they know that charging for bags would alienate their core base.
The Impact on Families and Groups
For families, this change is a double-edged sword. On one hand, you no longer have to pray that there are three seats together when you finally board in Group B. You can book them in advance and breathe easy.
On the other hand, Southwest's open seating was actually a "hack" for some savvy travelers. If you checked in early, you were almost guaranteed to sit with your companions without paying an extra "seat selection fee." In the new model, it’s highly probable that sitting together in the front of the plane or in the extra-legroom rows will cost you more than a standard ticket.
Why This Change Matters More Than You Think
This isn't just about seats; it's about the identity of the airline.
Southwest has always been the "maverick." They did things differently to save money and keep turn-times fast. By removing the open-seating scramble, some experts worry that boarding will actually take longer. When people have a specific seat, they tend to take their time. They don't have that "hunger games" mentality that kept Southwest's boarding process famously efficient.
To combat this, Southwest is looking into new boarding technologies and potentially using both the front and rear doors at certain airports (though that's tough in the US with current jet bridge setups).
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Strategic Moves for the Frequent Flyer
Since we know when Southwest is doing assigned seating, you can start planning your loyalty strategy now.
- Burn those Companion Passes: If you love the current system, 2025 is your last "pure" year. Use your Companion Pass now to enjoy the flexibility of open seating before the rules change.
- Watch the Rapid Rewards Points: It’s likely that the "cost" in points for a premium seat will be significantly higher than a standard seat. If you’ve been hoarding points for a rainy day, the introduction of the premium cabin in 2026 will be a great time to spend them on a bit of luxury.
- Re-evaluate your Credit Card: If you have a Southwest Rapid Rewards credit card, look for new perks. Southwest will likely update their card offerings to include things like "Priority Seat Selection" or "Discounted Premium Cabin Upgrades" to keep the cards competitive in an assigned-seating world.
Summary of the Transition
The transition is a massive pivot. Southwest is trying to grow up without losing its soul. They are chasing the high-yield business traveler who refuses to fly an airline where they might get stuck in a middle seat.
It’s a gamble.
If they lose their efficiency, they lose their cost advantage. But if they successfully implement this, they become a formidable competitor to the "Big Three" (Delta, United, American), especially with the "Bags Fly Free" carrot still dangling in front of customers.
Immediate Steps to Take
If you have travel coming up, don't worry about assigned seats for your 2024 or early 2025 flights. It’s business as usual. Keep hitting that check-in button at the 24-hour mark.
For those planning big trips in 2026, keep a close eye on the Southwest app starting in mid-2025. That’s when the interface will likely change. If you are an A-List member, watch your email for updates on how your status will translate into the new "Priority Boarding" tiers. The airline has promised to take care of its most loyal flyers, but the definition of "taking care of" might look a lot different in a world where seats have numbers.
Check your Rapid Rewards account balance and consider if you want to lock in any "Wanna Get Away" fares now for the upcoming year, as the fare structures will likely be revamped once the premium seating options are integrated into the booking engine. Expect at least four or five different fare classes once the new cabin layout is finalized.
Stay tuned to the official Southwest Newsroom, as they tend to drop these major updates in batches, usually coinciding with their quarterly earnings calls. The next big reveal will likely involve the specific "seat pitch" (the distance between seats) for their new premium section. That will be the true test of whether this change is a real upgrade or just a clever way to raise prices.