Southwest Airlines Co. (NYSE: LUV) has announced several new initiatives as part of its ongoing strategic transformation to enhance the customer experience, improve financial performance, and increase shareholder value. Starting in 2025, the airline will implement assigned seating, offer premium seating options, redesign its boarding model, and introduce redeye flights.
Assigned and Premium Seating
In response to customer feedback and extensive research, Southwest will transition to assigned seating and provide premium seating options across all flights. This move marks a significant change from its unique open seating model, which has been in place for over 50 years. Research indicated that 80% of Southwest customers and 86% of potential customers prefer assigned seating, with open seating often cited as a reason for choosing competitors.
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The new seating arrangement will include a premium, extended legroom section, expected to cover about one-third of the seats, aligning with industry standards for narrowbody aircraft. This change follows other recent enhancements such as faster WiFi, in-seat power, larger overhead bins, and more comfortable RECARO seats. These improvements aim to offer more choice and enhance the overall value of flying with Southwest.
“Moving to assigned seating and offering premium legroom options will be a transformational change that cuts across almost all aspects of the Company,” said Bob Jordan, President, CEO, and Vice Chairman of the Board. “Our extensive research makes it clear this is the right choice for our Customers, our People, and our Shareholders. We are excited to design a unique experience that only Southwest can deliver.”
Redeye Flights Now Available
Southwest will also introduce 24-hour operation capabilities with redeye flights. Initial routes, now available for booking, include nonstop flights from Las Vegas to Baltimore and Orlando; Los Angeles to Baltimore and Nashville; and Phoenix to Baltimore, starting on Valentine’s Day 2025. Additional redeye flights will be phased in over the coming years. This move, combined with new technologies and procedures to reduce turn-time, is expected to generate additional revenue and cost savings, allowing Southwest to expand capacity without adding new aircraft.
Executive Leadership Change
To oversee these significant changes, Ryan Green, previously Executive Vice President and Chief Commercial Officer, will assume the new role of Executive Vice President Commercial Transformation. Green will lead the development and rollout of these initiatives and other commercial projects, reporting directly to Bob Jordan.
“I’m eager to lead this next step in our transformation to serve our Customers with an even better Southwest,” Green said. “These changes are expected to generate additional revenue and foster more loyalty while maintaining the unique culture, hospitality, and flexibility that define Southwest.”
Southwest will share further details about the new initiatives during its Investor Day in late September, including product designs, cabin layout, timing, and financial implications. The transition to assigned and premium seating will require approval from the Federal Aviation Administration and is expected to be available for booking in 2025.
Gary Kelly, Executive Chairman of the Board, expressed full support for these efforts, stating, “We have the ultimate confidence in Bob and our Leadership Team to design and deliver an experience that is unique and true to our Southwest legacy.”
For more information, visit www.southwest.com.
Cautionary Statement Regarding Forward-Looking Statements
This press release contains forward-looking statements based on current estimates, intentions, beliefs, expectations, goals, strategies, and projections for the future. These statements are not guarantees of future performance and involve risks, uncertainties, and other factors that could cause actual results to vary materially. Factors include consumer behavior, economic conditions, operational capabilities, regulatory approvals, and other risks detailed in the Company’s filings with the Securities and Exchange Commission.
About Southwest Airlines Co.
Southwest Airlines Co. operates one of the world’s most admired airlines, offering value and hospitality at 121 airports across 11 countries. Founded in 1971, Southwest carries more air travelers flying nonstop within the United States than any other airline. Known for its Employee-first culture and exceptional customer service, Southwest has maintained an unprecedented record of no involuntary furloughs or layoffs in its history. The airline is committed to sustainability, with goals to achieve net zero carbon emissions by 2050.
For more information, visit www.southwest.com/citizenship.
Source: Southwest Airlines Unveils Major Enhancements to Boost Customer Experience and Financial Performance
