Southwest Airlines to End Controversial Boarding Process After 50 Years

It's the only airline that doesn't assign seats.

In a major change, Southwest Airlines will end its controversial open seating boarding process and begin assigning seats to all of its customers. Its the first time in 50 years that the low-cost carrier has changed its unique boarding process, which previously saw customers lining up next to numbered posts when called by boarding group.

According to the company, the update comes due to changing customer demand.

“The research is clear and indicates that 80% of Southwest customers, and 86% of potential customers, prefer an assigned seat,” the airline said in a press statement. “By moving to an assigned seating model, Southwest expects to broaden its appeal and attract more flying from its current and future customers.”

It's worth noting, however, that the move will also allow the airline to charge a premium on some of its seats, potentially earning the company more money in the process. There is currently no implementation date for the change, but it comes after months of speculation that open seating was on the chopping block. 

The company is under pressure from both ends, with the three major carriers making significant profits from premium offerings, while budget carriers like Spirit and Frontier offer extremely low ticket prices while charging for add-ons. Investors have been pushing for the company to become more profitable. Southwest currently stands alone amongst major airlines for offering two complementary checked bags to all customers, and it doesn't charge for changed flights.

"Although our unique open-seating model has been a part of Southwest Airlines since our inception, our thoughtful and extensive research makes it clear this is the right choice—at the right time—for our customers, our people and our shareholders," CEO Bob Jordan said.