New Seat Selection Policy Enhances Travel Experience with Southwest Airlines

Introduction to Southwest Airlines’ Seat Selection Policy

Beginning July 29, 2025, passengers flying with Southwest Airlines Co. will be greeted with a transformative change in their travel experience: the option to select their seat during the booking process for flights starting January 27, 2026.

Empowering Customers with More Choices

As part of a broader strategy aimed at enhancing customer satisfaction, Southwest Airlines has recognized a growing demand for greater choice and control among its passengers. In the words of Tony Roach, Executive Vice President Customer & Brand, “Assigned seating unlocks new opportunities, including the ability to select Extra Legroom seats, and alleviates the uncertainty of cabin seating.” This enhancement marks a significant step forward in their commitment to legendary customer service.

Variety of Fare Bundles

With the rollout of this new feature, Southwest customers will have a variety of fare bundles to choose from during the booking process. Some of these options will allow for seat selection along with access to various types of seating, including Extra Legroom, Preferred, and Standard seats. Notably, passengers can also choose to upgrade their seats to amplify their travel comfort.

Exclusive Benefits for Rapid Rewards® Credit Cardmembers

For those holding a Rapid Rewards® Credit Card, there are additional perks at play. Depending on the specific card held, members may select their seat at the time of booking or up to 48 hours before departure, even when opting for Basic fares. This flexibility serves to enhance the travel planning experience.

New Group-Based Boarding for a Smooth Experience

Southwest plans to implement an innovative group-based boarding process alongside the shift to assigned seating. This change strives to create a seamless travel journey from check-in to takeoff. The revised boarding system will categorize passengers into groups based on their seat location, with priority given to those in Extra Legroom seats. Loyal customers, including Tier Members and Credit Cardholders, will find themselves boarding earlier in the process, thus enhancing their convenience.

Priority Boarding Availability

In addition to this arrangement, passengers can purchase Priority Boarding starting 24 hours before departure. This option aims to place eager travelers among the first to board the aircraft, making for a smoother entry and settling-in process.

Marketing Campaign to Promote the Exciting Change

The announcement of this new policy coincides with the launch of Southwest’s engaging advertising campaign themed “Are You Sitting Down?” Utilizing playful humor, the airline aims to spark excitement surrounding the upcoming introduction of assigned seating.

Conclusion

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