How much are Southwest's new assigned seats? It depends

Core Insights - Southwest Airlines has introduced its first assigned seating, with ticket sales starting for flights from January 27, 2024, with prices varying based on route, travel dates, and seat selection [2][3] Pricing and Ticket Classes - A roundtrip ticket in the "Choice" class from Denver to Orlando for Presidents Day is priced at $692, with additional fees for preferred seating ranging from $41 to $46 [3][5] - Extra-legroom seats are priced at $96, while the "Choice Preferred" ticket includes preferred row seats and the "Choice Extra" ticket offers extra-legroom seats along with a complimentary premium beverage [4][5] Changes in Business Model - Southwest Airlines is moving away from its traditional business model, which included open seating and free checked bags, to adopt practices similar to its competitors, who have profited significantly from bag and seat fees [6][7] - The airline's first bag fees were introduced in late May, charging $35 for the first checked bag and $45 for the second, aligning with industry standards [8] Revenue Expectations - The airline anticipates a positive impact on revenue in Q1 2024 due to the assigned seating, which is expected to encourage upgrades from basic economy to Choice tickets [9] - Major U.S. carriers generated $12.4 billion in assigned-seating fees from 2018 to 2023, highlighting the revenue potential Southwest aims to tap into [7] Customer Loyalty Programs - Frequent flyers with elite status will receive complimentary access to extra-legroom and preferred seats, along with two free checked bags, enhancing customer loyalty [10]