DALLAS, July 21, 2025 /PRNewswire/ -- Beginning July 29, 2025, Southwest Airlines Co. (NYSE: LUV) Customers will have options to select their seat at the time of booking for flights beginning on Jan. 27, 2026."Our Customers want more choice and greater control over their travel experience," said Tony Roach, Executive Vice President Customer & Brand, at Southwest Airlines. "Assigned seating unlocks new opportunities for our Customers—including the ability to select Extra Legroom seats—and removes the uncerta ...