DALLAS – Big changes are coming to Southwest Airlines.

The Dallas-based airline announced it is putting an end to its open seating policy, will begin offering premium seating and is introducing redeye flight options. 

The airline said it’s the next step in a “continuing transformation,” to “elevate the customer experience.”

According to research conducted by Southwest, 80% of customers and 86% of potential customers said they prefer an assigned seat. 

In addition to assigning seats, Southwest will offer premium, extended legroom portions of plane cabins. One-third of seats will offer the extended option.

Starting Thursday, Southwest will begin selling tickets for redeye flights. The first overnight flights will land on Valentine’s Day 2025 in five initial nonstop markets: Las Vegas to Baltimore and Orlando; Los Angeles to Baltimore and Nashville; and Phoenix to Baltimore. Southwest said it plans to phase in additional redeye flying in the coming schedules.

Leading the development of these initiatives is Ryan Green, previously the executive vice president, & chief commercial officer. He will take on the new role of executive vice president of commercial transformation.

President and CEO of Southwest, Bob Jordan, said this change is part of an upgrade to the airline and to focus on customer expectations.

“Moving to assigned seating and offering premium legroom options will be a transformational change that cuts across almost all aspects of the company,” said Bob Jordan, president, CEO, & vice chairman of the board. “Although our unique open seating model has been a part of Southwest Airlines since our inception, our thoughtful and extensive research makes it clear this is the right choice— at the right time—for our customers, our people, and our shareholders. We are excited to incorporate customer and employee feedback to design a unique experience that only Southwest can deliver.”

In May, the airline began listing airfares on Google Flights, making it easier for travelers to compare their options on a single dashboard.

A Southwest spokesperson said the move, which the carrier said it’s testing, broadens its reach with consumers while allowing the company to retain control of the booking process. 

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