For decades, Southwest Airlines’ boarding process was as distinctive as its bright-colored planes.
Passengers checked in early, grabbed an A, B, or C boarding position, and raced to claim their preferred seat. The airline’s "open seating" model, which allowed travelers to choose any available seat, became a hallmark of the company and a defining part of its identity.
That changed on Tuesday, January 27. For the first time since the 1970s, Southwest Airlines introduced assigned seating, alongside new fare bundles and updated rules for travelers needing extra space.
The airline said the update is intended to streamline boarding and give passengers more-predictable seating options. My reached out to Southwest Airlines via email for comment.
Customer Backlash on Social Media
The response online was immediate—and largely negative. Many longtime Southwest Airlines flyers lamented the end of the beloved "seat lottery," arguing that boarding has become slower and more rigid.
"Today is the first day of assigned seats on @SouthwestAir. They get a big F—from me," wrote user @NyeTraining on X. "We were packed in like rats, and the crew said we could NOT spread out even a little. Garbage."
Other travelers echoed the frustration. @JesusSancoe posted: "This new assigned seating is terrible. Flight takes forever to board and we are stuffed like sardines even when getting extra leg room. This will go down as one of worst mistakes in Southwest’s history."
Some critics said the change erodes what made Southwest Airlines unique. @G_BOA tweeted: "Southwest trying to act like implementing assigned seating is better for the customer. Now you are just like any other airline plus more expensive with having to buy your seat now."
In response to the online criticism, Southwest Airlines said on X: "We always want to offer the very best service to our Customers, whether it’s in the air, at the airport, or on the web. We know that the feedback we receive from Customers allows us an opportunity to review and improve the overall product we offer, and we appreciate your suggestions."
Some Travelers See Benefits
Not all reactions were negative. Some passengers welcomed the change for making boarding more orderly. User @paquette_jim posted a photo of nearly empty rows, commenting: "This new @SouthwestAir assigned seating plan working awesome for me tonight."
Brent Folan from Humacao, Puerto Rico, was on board Southwest’s first flight with assigned seating and said that the experience was positive.
"Once we arrived at the gate, we didn’t immediately realize how monumental this flight was, but the presence of a camera crew made it clear something big was happening. The gate felt more like a celebration than a typical early morning departure," Folan told My.
"The new boarding process with assigned seats was smooth. Like most other airlines, passengers are now assigned a boarding group number rather than the traditional letter and number system Southwest used for years," he said.
Despite a positive experience, Folan said he did understand the backlash online. "Open seating and two free checked bags were Southwest’s defining features for decades. There was something fun about the freedom to choose your seat and the excitement of not knowing exactly where you’d end up on each flight," Folan said.
"I will miss the good old days of Southwest Airlines. I think a lot of people will, too, especially now that passengers may have to pay more just to guarantee sitting with their travel companions. It will be interesting to see how it plays out in the long run."
