Southwest ends open seating after 54 years. We took the final flight

OVER THE PACIFIC OCEAN — The 112 passengers on this Southwest Airways red-eye flight from Honolulu to Los Angeles have been the final within the airline’s greater than 54-year historical past to scramble for a seat on board.

Earlier than daybreak on Tuesday, Southwest ended its quirky (or anxiety-inducing, relying on the traveler) open-seating coverage in favor of assigned seats for all clients because the provider that prided itself on marching to its personal drum turns into extra like its rivals, beneath stress to extend income.

The change signifies that all Southwest passengers will know precisely the place they are going to be sitting earlier than they board, and a few of them pays greater than $70 per leg to have a brand new, roomy spot up entrance. Costs fluctuate.

CNBC flew on the final open-seating flight and hopped on one of many first with seat assignments to speak to passengers and crew about how they felt in regards to the change. Their emotions have been combined.

“It is overdue, actually,” stated Lisa Tate, 33, a instructor from Honolulu, who was touring to Atlanta through Las Vegas on Monday. “I just like the reassurance that I can sit with my family members. It makes the scenario much less traumatic.”

Vicki Economou, a 68-year-old primarily based in Houston, who’s within the strategy of retiring from operating a household restaurant, felt in any other case. “Now they’re like everyone else, and nothing is setting them aside,” she stated.

Economou stated she would possibly contemplate flying different airways after years of Southwest loyalty as a result of she does not wish to pay for seats.

“I am not actual completely happy about it,” she stated. “I feel that there are folks which might be getting cash hungry.”

A number of Southwest flight attendants in Los Angeles stated they have been relieved in regards to the change. One instructed CNBC that she is so completely happy she needs to cry as a result of having clients roam up and down the aisle in search of a seat was traumatic for crew members.

Different airline staff greeted the final open-seating passengers with applause although, serving them espresso and handing out commemorative bag tags and different souvenirs.

Southwest has been coaching staff for months, together with by suggesting clear bulletins that remind clients, particularly within the early phases of assigned seating, how boarding will work.

CNBC heard a few of the first eight-group boarding calls moments after touchdown at Los Angeles. Gate brokers reminded clients a number of occasions that seats have been assigned and instructed them the place on their boarding passes they may discover that info. Clients lined up subsequent to the posts that used to designate the boarding teams simply hours earlier than, although the numbers have been not there.

Digital boarding screens displaying two lanes are already put in and can change the steel stanchions at airports to instruct vacationers after they can get on in keeping with the new boarding order.

Till Tuesday, Southwest was the the final U.S. provider to board clients with an open-seating coverage that meant passengers may decide any seat they needed as soon as they obtained on the airplane. Flyers would get assigned an A, B or C group after which a quantity to line up on the gate, and the upper the boarding group and quantity, the higher their shot of getting a coveted aisle or window seat.

The tip of open seating is a casualty of at this time’s shoppers, who Southwest executives have stated are in search of extra certainty on the place they will sit because the airline’s as soon as Texas-only community now sprawls from Hawaii to Costa Rica.

Eighty p.c of Southwest clients favor an assigned seat, market analysis discovered, CEO Bob Jordan instructed analysts in July 2024, when the change was introduced.

The swap in seating coverage additionally comes after a push from traders who’re hungry to see the airline capitalize on charges and catch as much as rivals’ revenue margins.

From 2018 by means of 2023, American Airways, Delta Air Strains, Frontier Airways, Spirit Airways and United Airways introduced in $12.4 billion in seating charges, in keeping with a Senate Everlasting Subcommittee on Investigations report in 2024.

It is not the one coverage Southwest is altering. Lower than a 12 months in the past, the airline ended its “two baggage fly free” coverage for all passengers and commenced charging for checked baggage. Bag charges introduced in $5.5 billion for U.S. carriers within the first 9 months of 2025 alone, in keeping with the Transportation Division.

There are exceptions for huge spenders on all fronts, as is the case with different airways. Clients with sure bank cards, elite standing or those that purchase the most costly tickets can forgo some charges and choose the very best seats.

“What it reveals is that Southwest has principally stated if you cannot beat them, be part of them, and I really assume that is going to be a constructive transfer for Southwest,” stated Henry Harteveldt, founding father of the Ambiance Analysis Group journey consulting agency. “This can be a constructive transfer for each what vacationers need and for Southwest’s income and profitability. One purpose why Southwest has struggled to draw extra frequent vacationers and poach clients from different airways is its lack of assigned seating.”

With the boarding race over, Southwest traders assume they’ve gained. The inventory is up greater than 26% over the past 12 months, greater than another airline, by means of Tuesday’s shut.

Southwest experiences fourth-quarter outcomes and 2026 forecasts Wednesday afternoon; Wall Avenue is anticipating Southwest to triple earnings this 12 months to $3.19 a share, in keeping with estimates compiled by LSEG.

Its new initiatives will seemingly add $4.3 billion in earnings earlier than curiosity and taxes this 12 months, Southwest forecast final October, with $1 billion coming from seat assignments and new extra-legroom seats on the entrance of the airplane.

Southwest’s CEO has been optimistic, too.

“As a result of the assigned seating, the additional legroom, kicks in, and there is plenty of worth in that, [results are] going to be higher 12 months over 12 months,” Jordan instructed CNBC in a Dec. 10 interview.

The airline’s authentic plastic boarding playing cards have lengthy been changed with digital boarding passes, however clients for years set alarms to examine in on the earliest second they may — 24 hours earlier than a flight — to ensure they obtained the absolute best spot in line.

Comic Adam Mamawala’s Southwest check-in alarm went off throughout a set in September 2022.

“I am going to let you know why,” he instructed the viewers. “Tomorrow, at precisely 8:10, I am flying house on Southwest,” he stated. “You assume I’m going to finish up within the C Group as a result of I am doing a present? Are you kidding me? I am checking in proper now.” He knowledgeable the viewers that he obtained A51, and the gang cheered. (He stated he missed a Southwest check-in throughout a present the earlier 12 months and did not need it to occur once more.)

Assigned seating is the final of the foremost coverage shifts Southwest, which carries extra clients in the US than another airline, has introduced within the final two years.

Southwest in 2024 reached a settlement with activist investor Elliott Funding Administration, which had known as for administration modifications and famous in a single presentation that the provider had lengthy eschewed what at the moment are airline business requirements: restrictive fundamental financial system tickets, baggage charges, premium merchandise and seat assignments. Elliott declined to remark.

However there may be some rising pains for the airline as clients adapt to the modifications.

Mamawala stated he is develop into a “loyal Delta man” as a result of he flies the provider extra regularly now and that he has an American Specific card that provides him entry to the lounge at LaGuardia Airport.

However he nonetheless flies Southwest every now and then.

“Frankly I am shocked that so many Southwest devotees are seemingly heartbroken,” he stated. “We’re transferring from chaos to order.”

— CNBC’s Erin Black contributed to this text.