Commercial Aviation
Southwest Airlines Ends Open Seating Launches Assigned Seating in 2026
Southwest Airlines ends open seating in 2026, introducing assigned seats and a new boarding system to enhance customer experience and revenue.
Southwest Airlines Ends Open Seating Era: Assigned Seating Launch and Boarding Overhaul Mark Historic Shift
Southwest Airlines is preparing for a seismic shift in its operations by ending its iconic open seating policy, a hallmark of the brand for over five decades. Beginning January 27, 2026, the airline will implement assigned seating on all flights, a move that has been in development for several years and is expected to reshape both customer experience and operational performance.
This transition, branded under the name “SeatisFaction™,” introduces a structured seating model with three tiers, Extra Legroom, Preferred, and Standard, and a revised boarding process that replaces the traditional A/B/C groups with eight numerical groups. The change is driven by customer demand, competitive pressures, and a broader strategy to enhance revenue and market positioning.
With tickets featuring assigned seats available for booking starting July 29, 2025, Southwest is not only responding to evolving passenger expectations but also aiming to generate significant financial gains, projecting $800 million in additional earnings by 2025 and $1.7 billion by 2026.
Historical Context of Southwest’s Open Seating Policy
Southwest Airlines’ open seating model was introduced in the early 1970s as part of its mission to simplify air travel and reduce turnaround times. Passengers were not assigned specific seats but instead chose their seats upon boarding, based on their check-in time and boarding group. This approach, while unconventional, became a defining feature of the airline’s identity.
Founder Herb Kelleher famously likened the system to a communal experience, stating it was akin to “sitting anywhere you want, just like at church.” The boarding process, divided into groups A, B, and C, allowed for efficient passenger flow and minimized delays associated with seat disputes or overbooked cabins. Studies over the years have shown that this method reduced boarding times by one to four minutes compared to traditional assigned seating models.
Despite its operational benefits, the model began to lose favor with a changing customer base. By 2024, internal surveys indicated that 80% of Southwest’s customers and 90% of potential customers preferred assigned seating. The open seating policy was increasingly cited as a primary reason for choosing competitors, particularly among families and business travelers seeking predictability and comfort.
Investor Pressure and Financial-Results Setbacks
Southwest’s decision to move away from open seating also stems from financial underperformance and external pressure from activist investors. In early 2024, the airline reported a $231 million loss in the first quarter, prompting scrutiny of its business model. Elliott Management, a hedge fund with a $2 billion stake in Southwest, publicly called for modernization efforts, including a reevaluation of the seating policy.
The investor’s demands coincided with broader industry trends emphasizing ancillary revenue streams such as seat selection and baggage fees. In response, Southwest began rolling out changes to align with these expectations, including introducing bag fees for most fare classes and launching the SeatisFaction™ program.
These strategic shifts mark a departure from the airline’s long-standing commitment to simplicity and egalitarian service, signaling a new era focused on revenue optimization and competitive alignment.
The New Seating System: SeatisFaction™ and Boarding Redesign
The SeatisFaction™ program will introduce three distinct seat categories: Extra Legroom, Preferred, and Standard. Each category offers varying levels of comfort, location within the aircraft, and pricing, allowing passengers to tailor their travel experience to their preferences and budget.
Extra Legroom seats, located near exits or the front of the plane, will be bundled with priority boarding (Groups 1–2) and are priced at a premium. Preferred seats offer standard legroom but are situated in forward cabin areas, while Standard seats make up the remainder of the cabin with a typical 31-inch pitch.
Seat selection availability will depend on the fare purchased. Customers booking Basic fares will receive seat assignments at check-in unless they are Rapid Rewards® credit cardholders or A-List members, who will be allowed to choose seats during booking. Higher-tier fares, such as Choice and Choice Extra, include full seat selection privileges at the time of purchase.
Boarding Process Overhaul
In tandem with the new seating structure, Southwest is revamping its boarding process. The traditional A/B/C boarding groups will be replaced by eight numbered groups. Groups 1 and 2 will board first, comprising Extra Legroom passengers, followed by Groups 3 to 5 for premium fare classes and loyalty members. Groups 6 through 8 will be reserved for Standard fare passengers.
This change aims to streamline boarding and reduce congestion in gate areas. The airline plans to eliminate the iconic stanchions used to organize boarding lines, which often led to crowding and confusion. Instead, digital signage and boarding announcements will guide passengers to board in their designated groups.
Operational simulations suggest that the new system could reduce average boarding times by five to six minutes, thanks to fewer passengers pre-boarding and less movement within the cabin during boarding.
“This is not just a change in how we board planes, it’s a transformation of how we serve our customers,” said a Southwest executive during the announcement.
Financial and Strategy Implications
Southwest’s shift to assigned seating is a cornerstone of its broader “Even Better” transformation plan, aimed at closing the revenue gap with competitors. Premium seating and ancillary services have become major revenue drivers in the airline industry, with U.S. carriers earning $4.2 billion from seat selection fees in 2022 alone.
By introducing Extra Legroom and Preferred seats, Southwest is tapping into a high-margin segment traditionally dominated by legacy carriers. These seats are expected to be priced 30–50% higher than Standard fares, positioning the airline to capitalize on demand from business travelers and families seeking additional comfort and convenience.
Analysts from Deutsche Bank recently upgraded Southwest’s stock, citing the new initiatives as potential catalysts for improved return on invested capital. The bank forecasted 5–8% ROIC in 2025, with possible growth to 15% by 2027 if the changes are successfully implemented.
Revenue Diversification and Loyalty Strategy
Beyond seat fees, Southwest is also revising its baggage policy. While Business Select fares and elite loyalty members will continue to enjoy free checked bags, most other fare classes will now incur charges ranging from $25 to $35 per bag. This move aligns Southwest with industry norms and enhances its ancillary revenue potential.
The airline is also leveraging its Rapid Rewards® program to incentivize loyalty under the new model. Credit cardholders and A-List members will receive benefits such as early seat selection and complimentary upgrades, reinforcing customer retention amid significant operational changes.
These adjustments are designed to balance the introduction of new fees with added value for frequent flyers, maintaining customer satisfaction while boosting revenue.
Customer Response and Brand Identity
The decision to end open seating has elicited mixed reactions from Southwest’s customer base. While some long-time flyers mourn the loss of a unique and egalitarian boarding experience, others welcome the predictability and comfort of assigned seating.
Internal surveys show that 70% of frequent flyers support the change, particularly families who value guaranteed seating together and business travelers who prefer premium options. However, approximately 15% of customers oppose the shift, fearing it signals a departure from the airline’s core values.
To address these concerns, Southwest emphasizes that the changes are intended to enhance choice rather than diminish value. The airline continues to offer no change fees, unlimited reward travel, and competitive base fares, aiming to preserve its identity as a customer-friendly carrier even as it adopts a more revenue-driven model.
Conclusion
Southwest Airlines’ move to assigned seating marks a pivotal moment in its history, signaling a shift from operational simplicity to strategic complexity. The SeatisFaction™ program, along with the new boarding process and fare structures, represents a comprehensive effort to modernize the airline’s offerings and align with evolving passenger expectations.
As the airline prepares for full implementation in 2026, the success of this transformation will depend on its ability to execute the changes smoothly, maintain customer trust, and deliver on its financial projections. If successful, Southwest could redefine what it means to be a low-cost carrier in a post-pandemic aviation landscape.
FAQ
When will assigned seating begin on Southwest Airlines?
Assigned seating will be implemented on all flights starting January 27, 2026.
When can passengers start booking seats?
Passengers can begin booking tickets with assigned seats on July 29, 2025.
Will Southwest still offer free checked bags?
Free checked bags will be available for Business Select fares and certain loyalty members. Other fare classes will incur baggage fees.
What are the new seat types under SeatisFaction™?
The three seat types are Extra Legroom, Preferred, and Standard, each offering different levels of comfort and pricing.
How will boarding work under the new system?
Boarding will be conducted in eight numbered groups instead of the traditional A/B/C system, with premium seats boarding first.
Sources:
CNBC,
Reuters,
Wall Street Journal,
New York Times
Photo Credit: Travel Leisure
Commercial Aviation
Bell and Air Methods Display Bell 429 HEMS at AMTC 2026
Bell and Air Methods showcase a UnityPoint LifeFlight Bell 429 helicopter at AMTC 2026 in Fort Worth, Oct. 26-28.
Bell and Air Methods will showcase a UnityPoint LifeFlight Bell 429 Helicopter Emergency Medical Services (HEMS) aircraft at the 2026 Air Medical Transport Conference (AMTC) in Fort Worth, Texas.
The joint display, announced in a Bell press release on October 21, 2026, highlights the manufacturer’s ongoing support for the air medical sector and follows UnityPoint Health LifeFlight’s recent fleet upgrade in the Midwest.
Showcasing critical care capabilities at AMTC
The Bell 429 will be stationed at Bell booth 617 during the conference, which runs from October 26 through October 28, 2026. The event, hosted by the Association of Air Medical Services (AAMS), serves as an annual gathering for the HEMS community.
Bell, a wholly-owned subsidiary of Textron Inc. headquartered in Fort Worth, is utilizing the hometown event to emphasize its aftermarket services, training, and parts support for medical operators.
“Bell is thrilled to be participating in another AMTC, this year in our home city,” said Lane Evans, Managing Director, North America, Bell.
This conference is a key touchpoint each year that allows us to connect with the HEMS community and discuss how we can continue strengthening their programs for the long-term.
During the 2026 event, Bell is also sponsoring the Marriott-Carlson Lifetime Achievement Award, recognizing individuals who have made significant contributions to the emergency medical transport community.
UnityPoint LifeFlight’s fleet modernization
The aircraft on display represents a recent investment in regional critical care transport. In July 2026, Des Moines-based UnityPoint Health LifeFlight announced the upgrade of its Iowa fleet with three Bell 429 Helicopters. The operator conducted the first flight of the new aircraft type on August 20, 2026.
UnityPoint LifeFlight provides critical care air transport across Iowa, Minnesota, and Nebraska. The aviation operations are managed by Air Methods, a Colorado-based provider of air medical emergency transport services. Air Methods owns and maintains the helicopters and employs the pilots for UnityPoint LifeFlight’s hospital-based services.
The Bell 429 was selected for its twin-engine performance and modern avionics, which are designed to handle demanding environments and varied weather conditions. The aircraft features a spacious cabin configured to accommodate advanced medical equipment and multiple caregivers during patient transfers.
Broader air ambulance market dynamics
The AMTC 2026 display aligns with a broader fleet modernization phase within the air ambulance industry. In March 2025, Air Methods announced purchase agreements covering nearly 50 helicopters from Bell Textron and Airbus Helicopters to strengthen its aircraft replacement and expansion plans.
To support the growing HEMS market, Bell provides specialized aftermarket services. This includes parts and maintenance through its Global Customer Solutions team and pilot and maintenance instruction at the Bell Training Academy. The manufacturer also supplies HEMS-specific components, such as hoists, Health and Usage Monitoring Systems (HUMS), and glass cockpit upgrades through its Aeronautical Accessories brand.
Photo Credit: Bell
Route Development
DFW Airport Opens First Four Terminal A Gates in 2026
DFW Airport opens gates A10-A15 for American Airlines as part of its $12 billion DFW Forward capital improvement program.
Dallas Fort Worth International Airport (DFW) and American Airlines have commenced operations at the first four gates of the Terminal A Pier Expansion, marking a tangible milestone in the airport’s $12 billion capital improvement program.
Announced in a press release on October 21, 2026, the opening of gates A10, A11, A13, and A15 follows a multi-year construction effort that utilized prefabricated modular building techniques to minimize disruption at the world’s second-busiest airport. American Airlines began operating flights from the new gates in mid-October 2026.
Modular construction minimizes airfield disruption
The Terminal A project adds 140,000 square feet to the existing footprint and will ultimately feature 10 gates, comprising five rebuilt and five net-new positions. The remaining six gates are expected to open to travelers during the 2026 winter holiday season.
To execute the expansion without shutting down active terminal areas, contractors utilized an industry-first modular construction method. In 2024, crews transported seven pre-built modules over 1.5 miles across the active airfield to the Terminal A project site. Prior to transport, 65% of the Mechanical Electrical Plumbing (MEP) work was already completed on the modules.
The expanded pier features wider thoroughfares, taller ceilings, brighter windows, intuitive wayfinding, new concessions, and updated restrooms designed to accommodate higher passenger volumes.
The $12 billion DFW Forward initiative
The Terminal A Pier Expansion is a central component of DFW Forward, a historic $12 billion capital improvement program designed to modernize aging facilities and accommodate future passenger growth at the North Texas hub.
The Terminal A expansion follows earlier 2026 milestones within the DFW Forward program. This includes the opening of nine new and rebuilt gates in Terminal C, which also utilized prefabricated modular construction transported across the airfield.
Airports globally are increasingly turning to modular and prefabricated construction to execute major capital projects. DFW’s deployment of this method for both the Terminal A and Terminal C expansions sets a precedent for large-scale infrastructure upgrades in constrained, high-traffic aviation environments.
American Airlines’ footprint in North Texas
DFW serves as the largest hub for American Airlines, which is headquartered in nearby Fort Worth, Texas. The carrier accounts for approximately 82% of the airport’s commercial passenger traffic, operating over 900 peak-day flights to 230 destinations.
The scale of the operation has a substantial regional impact. According to an August 2026 study by Texas Christian University (TCU), American Airlines’ DFW hub supports approximately $70 billion in annual economic output and sustains 350,000 jobs across the North America region.
The infrastructure upgrades are necessary to support this volume. DFW handled 85.7 million passengers in 2025, ranking it as the second-busiest airport in the world by passenger traffic and the third-busiest by aircraft movements.
AirPro News analysis
We view DFW’s successful deployment of modular construction across both Terminal A and Terminal C as a blueprint for other constrained mega-hubs. As passenger volumes push past 2019 peaks, operators can no longer afford to take large sections of terminal space offline for years at a time. By shifting the majority of the mechanical and electrical work off-site, DFW has demonstrated that capacity expansion and continuous hub operations are not mutually exclusive.
Photo Credit: DFW Airport
Route Development
United Airlines Opens Terminal B North Concourse at IAH
United Airlines opens a 765,000-sq-ft concourse at IAH with 22 gates, completing a $2.6B terminal overhaul.
United Airlines Holdings, Inc. (UAL) has officially opened its new 765,000-square-foot Terminal B North Concourse at George Bush Intercontinental Airport (IAH), completing the centerpiece of a $2.6 billion infrastructure overhaul.
Previewed on October 21, 2026, and opened to the public on October 22, 2026, the facility introduces 22 mainline gates and the largest United Club in the Americas. According to a company press release, the expansion increases the carrier’s peak travel date capacity in Houston by 40% compared to 2023.
Upgraded passenger facilities and mainline capacity
The new three-level concourse replaces outdated infrastructure with 22 mainline gates, all equipped with jet bridges to accommodate larger aircraft. The architectural and operational upgrades are designed to streamline passenger flow and reduce congestion during peak departure banks.
A major focal point of the development is the 54,000-square-foot United Club. With a seating capacity of 800, it is now the largest lounge operated by any airline in the Americas. The terminal also incorporates local Houston dining brands, including B&B Butchers & Restaurant, Rosie Cannonball, Pizaro’s Pizza, Blood Bros. BBQ, Katz Coffee, and Blue Bell Creameries. The public spaces feature 10 major art installations and 11 sets of restrooms.
“I want our customers to start their vacation the minute they show up at the airport and Terminal B North sets a new standard for facilities across the country,” said United Airlines CEO Scott Kirby.
Funding and execution of the Terminal B Transformation Program
The opening of the North Concourse represents the most significant milestone in the broader Terminal B Transformation Program. The original Terminal B opened in 1969, and its infrastructure had become undersized for modern mainline aircraft operations and current passenger volumes.
United Airlines and the Houston Airport System (HAS) formally announced the $2.6 billion modernization initiative on November 7, 2023. The project secured critical municipal backing on March 6, 2024, when the Houston City Council voted to allocate $150 million toward the city’s portion of the expansion under a Memorandum of Agreement.
Once subsequent improvements to the South Concourse are completed, United will operate a total of 48 gates across Terminal B.
Kirby emphasized that the airline’s strategy extends beyond fleet modernization. “Houston is great example of our focus on the overall customer experience,” Kirby stated. “Yes, we’re investing in new aircraft, products and technology here, but we’re also focused on improving the infrastructure, building new concourses, baggage systems and training and maintenance facilities for our employees.”
Strategic growth at the Houston hub
United Airlines is the largest carrier globally as measured by available seat miles, and Houston serves as one of its primary domestic and international hubs. The airline is the largest operator at IAH, managing more than 500 daily departures and employing over 14,000 people in the region.
The completion of the North Concourse builds on a sustained period of capital expenditure by the carrier in Texas. Since 2015, United has invested $3.5 billion into its facilities and operations at IAH.
The immediate operational impact of the new concourse is a 40% increase in the number of passengers the airline can accommodate on peak travel dates in 2026, alleviating previous capacity constraints at the hub and supporting future schedule growth.
Photo Credit: United Airlines
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