One of the world's largest airlines will change the way passengers board their planes, half a century after the policy was implemented.
US low-cost airline Southwest said the major change was because modern customers no longer liked the rule and it was turning away potential passengers.
As of early 2024, it will end its policy where passengers do not assign seats and therefore seats are free for all when boarding.
Instead it moves to the system most airlines use, where seats are assigned before boarding.
The third-largest U.S. carrier by passenger numbers — behind only American and Delta — will also introduce overnight flights and higher-priced seats with more legroom for the first time.
The move comes as Southwest reported a nearly 50 percent drop in its April-June profit to $561 million.
American has benefited from cheaper fares due to overcapacity in the market. While they have seen airline revenues increase as people cut profits on airplanes.
CEO Bob Jordan noted that longstanding tradition “has been a part of Southwest Airlines since our inception.” New York Post.
Since the airline was founded in Dallas in 1971, it has been around for 53 years.
Currently, Southwest passengers are assigned a boarding code upon arrival that corresponds to where they stand in the gate queue. Then people board in order. After boarding the jet, advertisers choose where to sit from among the remaining seats.
Passengers can pay to move up the queue.
“Jetway Jesus”
People with disabilities are also prioritized. In the US that has led to the “Jetway Jesus” meme.
It is believed that there are long lines of people in wheelchairs at the Southwest gates who board first and therefore have prime seat choice.
However, some airlines have claimed – not always fairly – that some of these passengers miraculously don't need wheelchairs when they get off the plane, as if they've been heeled on the jetway by a Christian.
“Moving to dedicated seats and offering premium legroom options will be a transformational change that will affect almost every aspect of the company,” says Mr. Jordan.
Southwest justified the move from survey data showing that 80 percent of current customers and 86 percent of potential customers prefer to have assigned seats.
“By moving to a dedicated seating model, Southwest expects to broaden its appeal and attract current and future passengers,” Mr. Jordan said.
Southwest has also announced that it will offer red-eye flights throughout the United States.
Overnight travel from the west to the east coast—for example, from San Francisco to New York—is common due to the time zones and large land mass of the United States. This is similar to the overnight flights offered from Perth to the East Coast.
But Southwest, almost unique among its competitors, has never operated scheduled flights that land after 11 p.m. California time, due to IT and staffing issues.
Southwest's first overnight flights will begin on Valentine's Day 2025 on five routes: Las Vegas to Baltimore and Orlando. Los Angeles to Baltimore and Nashville. and Phoenix to Baltimore.
