Southwest Airlines is making significant changes to its business and operational model.
It is moving to assigned seating for the first time and will offer extra legroom seats.
It comes as the airline is being pressured by a major investor to make crucial changes to boost the bottom line.
Also, the airline will start ‘red-eye’ flights for the first time.
The airline says the changes – especially the shift from open seating – is a move a large majority of customers support.
“The research is clear – 80% of Southwest customers, and 86% of potential customers, prefer an assigned seat,” the airline said. “By moving to an assigned seating model, Southwest expects to broaden its appeal and attract more customers.”
The airline had been mulling a change in the seating policy for some time.
Southwest hasn’t mentioned whether its free checked bags policy will change, which is one of the main selling points, or whether it will start charging to change flights.
Southwest’s first 47 years of its 50-year history saw it post net profit every year.
That ended as the pandemic kicked in and it has suffered a number of problems since.
Notably, the December holiday meltdown of 2022 was a major blow to its reputation and cost the airline about $1 billion.
The airline is currently under expanded safety oversight by the FAA due to a number of near-misses and safety issues.