Airlines Abandon Polarizing Policy Amid Customer Preference Shift

Southwest Airlines has officially ended its open seating policy after 55 years, replacing it with assigned seating starting January 27, 2026. This change comes as the carrier seeks to modernize its product and increase revenue through premium seating options. The airline’s decision is likely driven by customer preference, which led to a decline in bookings for competitors offering seat assignments. With the new system, passengers can select seats when booking, with access determined by fare bundle and frequent-flyer status.