Southwest Airlines ditches open seating for assigned seats under investor pressure

Southwest Airlines has ended its long-standing open seating policy and switched to assigned seats. The move follows pressure from investors, including Elliot Investment Management, who are pushing for higher revenue. Travellers at major airports like Hartsfield-Jackson in Atlanta have already noticed the shift in boarding procedures.

For years, Southwest's open seating system let passengers choose their own seats after boarding, much like stepping onto a MARTA train. At Hartsfield-Jackson, departure gates previously used two alternating lanes instead of traditional numbered columns. But the airline has now abandoned this approach in favour of assigned seating, a change tied to demands for improved financial performance.

Some passengers have welcomed the old system's flexibility. Madison Brainerd, a frequent flyer, appreciated the freedom to pick her seat. Others, like William Scott Davis, are less enthusiastic about the switch. The airline has also adjusted its policy for 'customers of size' who need an extra seat, further tightening its rules.

The shift comes after Southwest stopped offering free checked bags in May. Investors, particularly Elliot Investment Management, have been urging the company to boost revenue, with financial forecasts for 2026 highlighting the need for such changes.

The end of open seating marks a significant change for Southwest Airlines. Assigned seats, stricter policies, and the removal of free checked bags all aim to increase revenue. Travellers will now experience a different boarding process at airports like Hartsfield-Jackson.