Southwest ends open seating after 54 years. Here's what the last flight was like

Core Viewpoint - Southwest Airlines has officially ended its open-seating policy, transitioning to assigned seating for all passengers, a move driven by the need to increase revenue and align with industry standards [2][8][9]. Group 1: Policy Change - The last flight with open seating took place on January 26, 2026, marking the end of a 54-year tradition [1][16]. - The new assigned seating policy allows passengers to know their seats before boarding, with some paying over $70 for premium seating options [2][8]. - This change was influenced by customer preferences, with 80% of Southwest customers favoring assigned seating [8]. Group 2: Customer Reactions - Reactions among passengers have been mixed; some appreciate the reduced stress of knowing their seating arrangements, while others feel Southwest is losing its unique identity [3][4]. - Long-time loyal customers express dissatisfaction, fearing increased costs and a loss of the airline's original charm [4][17]. Group 3: Financial Implications - The shift to assigned seating is expected to significantly boost Southwest's revenue, with forecasts indicating an addition of $4.3 billion in earnings before interest and taxes for the year, including $1 billion from seat assignments [12][13]. - The airline's stock has risen over 26% in the past year, reflecting investor optimism regarding the new policy and its potential financial benefits [11]. Group 4: Industry Context - Southwest's policy change comes amid pressure from investors to adopt practices that have proven profitable for competitors, who generated $12.4 billion in seating fees from 2018 to 2023 [9][10]. - The airline has also recently ended its "two bags fly free" policy, further aligning with industry norms and generating additional revenue through baggage fees [10].