Southwest Airlines Launches Assigned Seating: Here’s My Day One Experience

On January 27, 2023, Southwest Airlines introduced its assigned seating system, shifting its long-standing open seating policy. The implementation coincided with challenges faced by other airlines, particularly American Airlines, during harsh winter weather. This change prompted some travelers to choose Southwest for their journeys, leading to a mix of anticipation and confusion on the first day.

Challenges with Assigned Seating

Despite the new assigned seating, Southwest’s boarding process remained complicated. Passengers experienced congestion in the aisles as they sought overhead bin space. Many travelers found themselves backtracking to stow their carry-ons, creating a chaotic atmosphere. This confusion was exacerbated by the interaction between flight attendants and passengers, as they navigated the overhead space challenges.

Boarding Process Overview

Under the new system, the boarding groups are categorized as follows:

• Groups 1-2: Passengers with the most expensive fares, extra legroom buyers, and A-List Preferred members.
• Groups 3-4: Choice Preferred and A-List elite passengers without extra legroom.
• Group 5: Southwest credit card holders.
• Groups 6-8: General fare passengers, followed by Basic Economy, who board last.

Previously, passengers received boarding numbers based on their fare class or check-in time. Now, passengers queued in groups before boarding began, limiting the intended convenience of assigned seating.

Impacts of the Changes

Southwest’s transition to assigned seating intended to streamline the boarding process. However, many passengers still felt the need to line up early to find overhead bin space. The airline’s strategy aimed at improving operational efficiency conflicted with passenger convenience. With fee structures that mirror those of competitors, such as charging for checked bags, Southwest has been likened to other carriers now.

Current Market Position

Previously recognized for its profitability and unique offerings, Southwest now competes in a crowded market. While it retains a significant portion of market share from airports like Austin, where it dominates departing seats, it has begun adopting practices that some travelers perceive as less advantageous.

Despite the new assigned seating, passengers highlighted limitations such as the absence of certain amenities typically found on other airlines, including power outlets, entertainment options, and meal services. Additionally, Southwest is noted for having less reliable onboard Wi-Fi compared to its competitors.

Overall, while Southwest Airlines’ new assigned seating aims to modernize its boarding approach, it remains to be seen how effectively these changes address the realities of passenger experience amidst growing competition in the airline industry.