Southwest Airlines(US:LUV) Prnewswire·2025-07-21 14:30Core Insights - Southwest Airlines will introduce assigned seating options for customers starting January 27, 2026, allowing them to select their seats at the time of booking from July 29, 2025 [1][2] Customer Experience Enhancements - The new assigned seating policy aims to provide customers with more choice and control over their travel experience, including the option to select Extra Legroom seats [2][3] - Customers will have access to various fare bundles that include seat selection during booking, as well as the ability to purchase seat upgrades [3] Loyalty Program Benefits - Rapid Rewards Credit Cardmembers can select seats at booking or within 48 hours of departure, regardless of the fare purchased, including Basic fares [4] - A-List and A-List Preferred Customers will also have the ability to select seats at booking, enhancing their travel experience [4] Boarding Process Changes - A new group-based boarding process will be implemented alongside assigned seating, prioritizing customers based on seat location, starting with Extra Legroom seats in the first two boarding groups [5][6] - Premium fare customers and loyal members will board earlier, and Priority Boarding can be purchased 24 hours prior to departure [6] Marketing Initiatives - The announcement of assigned seating coincides with the launch of a new advertising campaign titled "Are You Sitting Down?" aimed at generating excitement around the changes [7] Company Overview - Southwest Airlines operates one of the most admired airlines globally, serving 117 airports across 11 countries and carrying more air travelers within the U.S. than any other airline as of Q4 2024 [8][9] - The company emphasizes its commitment to low-cost air travel and customer service, with over 71,000 employees and a loyal customer base of more than 140 million in 2024 [8][9]