Southwest's new seating assignments come at varying costs.
Southwest Airlines, known for its open seating policy, has announced a significant shift by introducing assigned seating for flights departing on or after January 27, 2026. This change allows customers to select any seat, including Extra Legroom seats, for free at booking for most fares. However, seat fees apply mainly with certain fare classes or for upgrading seats.
The airline's new fare structure includes four classes: Basic, Choice, Choice Preferred, and Choice Extra. Each class offers varying benefits, such as boarding position, refundability, Rapid Rewards points earned, and free checked bags. The highest Choice Extra fare, which costs roughly $140 more than Basic, includes two free checked bags.
In contrast, United Airlines continues with a more traditional assigned seating model, with fees correlated to seat type and customer status. United often includes complimentary seat selection for premium cabin customers and elite members.
Southwest's move to assigned seating marks a departure from their previous policy. The airline will now use a structured boarding process using groups 1 through 8. Customers can save costs by choosing fare bundles that include preferred seating and added benefits rather than buying seats separately.
Southwest has also started charging for checked bags for the first time, with a fee of $35 for the first checked bag and $45 for the second. However, customers with elite frequent-flyer status or Southwest Airlines credit cards are exempt from some fees.
The airline has also introduced a no-frills basic economy ticket, where customers don't get free, advanced seat selection. To compensate, Southwest will reward its most loyal customers with choice seats as perks.
The cost of seats varies based on route, travel date, and seat location. For example, an extra-legroom seat in the first six rows of the Boeing 737 Max 8 aircraft costs $96, while seat selection in the back of the plane (Rows 17 through 30) is free for a "Choice" ticket.
Southwest's decision to introduce assigned seating is expected to have a positive impact on revenue, particularly from customers buying up from basic economy to "Choice". The airline expects to generate significant revenue from seat assignments, following the trend set by major U.S. carriers, which have generated $12.4 billion in assigned-seating fees between 2018 and 2023.
In other news, Southwest Airlines underwent a board shakeup due to pressure from activist hedge fund Elliott Investment Management. Meanwhile, Delta Air Lines has assured U.S. lawmakers that it will not personalize fares using AI.
For travellers planning a trip between Denver International Airport and Orlando International Airport, the base price for a "Choice" ticket class is currently $692 on Southwest's website. United Airlines' fare for the same route on the same days was $665, with extra-legroom seats varying from $105 to $126 each way, and preferred seats costing $37 to $42.
As Southwest continues to evolve its fare structure and services, customers can expect a more structured seating experience, with the potential for added benefits for loyal customers.
- The shift to assigned seating by Southwest Airlines is expected to increase revenue, as the airline plans to generate significant income from seat assignments, similar to the trend set by major U.S. carriers who generated $12.4 billion in assigned-seating fees between 2018 and 2023.
- For individuals planning to invest in travel, the choice between Southwest Airlines and United Airlines for a trip between Denver International Airport and Orlando International Airport shows that Southwest's base price for a "Choice" ticket class is currently $692, while United Airlines' fare for the same route comes to $665.
- To compensate for the introduction of a no-frills basic economy ticket, Southwest Airlines will reward its most loyal customers with choice seats as perks, which could impact the lifestyle of frequent flyers and potentially encourage credit card usage for additional benefits and fee exemptions.
