SOUTHWEST’S CEO spoke out about the airline’s controversial changes.
Bob Jordan, CEO of Southwest Airlines, said everyone at the company is “excited” about the company’s big changes.
Southwest Airlines announced that it would change up its controversial boarding process[/caption]
CEO Bob Jordan said the crew is ‘excited’ about the changes[/caption]
Southwest announced that the airline would stray from its first-come, first-served boarding arrangement and seating assignments.
Now, customers will need to pay to board earlier and will begin sitting in assigned seats.
“Our Customers want more choice and greater control over their travel experience,” Tony Roach, executive vice president of customer & brand at Southwest Airlines, said in a statement.
“Assigned seating unlocks new opportunities for our Customers — including the ability to select Extra Legroom seats — and removes the uncertainty of not knowing where they will sit in the cabin.”
The new policy will go into effect on January 27, 2026.
Customers were able to start booking flights with assigned seats on July 29.
The new policy will also give customers the option to select the type of seats they would like, including extra legroom or preferred seat types.
“…Our employees are excited about the changes,” Jordan previously told Men’s Journal.
“Because if you think about it, if in the open-seating world a family gets on and they can’t sit together, the flight attendant is having to police that in the cabin,” he said.
“Our open-seat boarding can cause a lot of pre-boards, and our agents are having to police that.”
The new process is designed to streamline the boarding process, providing passengers with greater certainty when flying.
Southwest will be joining other airlines’ processes by allowing flyers to either book their seat before for a fee or be assigned a random seat upon check-in.
A-list and A-list preferred members will be able to choose their seats during booking at no additional fee.
Rapid Rewards Credit Cardholders can also choose their seats either at the time of booking or within 48 hours before their departure, depending on the type of credit card they hold.
Southwest consumer card fee changes
HERE is the exact amount that each Southwest consumer card’s annual fees increased.
- Southwest Rapid Rewards® Plus Credit Card – from $69 to $99
- Southwest Rapid Rewards® Premier Credit Card – from $99 to $149
- Southwest Rapid Rewards® Priority Credit Card – from $149 to $229
- Southwest® Rapid Rewards® Premier Business Credit Card – from $99 to $149
- Southwest® Rapid Rewards® Performance Business Credit Card – from $199 to $299
Flyers will be able to purchase Priority Boarding up to 24 hours before departure.
The changes follow the airline’s announcement that it would begin charging customers for bags.
Earlier this year, the “bags fly free” policy came to a halt as the airline began charging for checked luggage.
Customers used to be able to take two free checked bags, but now the first bag will cost flyers $35, while the second costs $45.
The controversial policy adjustments haven’t changed the company’s DNA, according to Jordan.
“We are more than the logo on our planes,” Jordan previously told CBS News.
“Our DNA isn’t open seating, or even bags fly free. It’s a dedication to service.”
