Southwest Airlines is ending its open seating model, switching to assigned seating for the first time in the company’s history. In an announcement Thursday, the budget carrier said it will also introduce premium seating—which offers extra legroom—from next year, adding that it would also start offering redeye flights in February. It said the changes were part of efforts to boost revenue and improve customer experience, arguing that the end of its distinctive open seating model was what the vast majority of travelers want. Southwest said 80 percent of its customers “prefer an assigned seat,” adding that when customers ditch Southwest to fly with a competitor “open seating is cited as the number one reason for the change.” “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 in a statement.
