Southwest Is Finally Letting You Pick Your Seat—What Took So Long?

For decades, Southwest Airlines has been the airline equivalent of musical chairs. Boarding a plane felt like a cross between speed dating and a cattle drive, where passengers navigated the jet bridge with fingers crossed, hoping to snag a decent seat before the overhead bins filled up. But beginning January 27, 2026, the Wild West of air travel will come to an end. Assigned seating is finally coming to Southwest.

Photo: Courtesy of Southwest Airlines

“Our Customers want more choice and greater control over their travel experience,” said Tony Roach, Executive Vice President of Customer & Brand at Southwest. “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.”

Translation: you’ll know exactly where you’re sitting before you wedge your roller bag into the overhead bin.

Assigned Seating Launches January 2026

Starting July 29, 2025, customers booking future flights will be able to select their seat during the reservation process—if they’re willing to pay.

Gone are the days of checking in exactly 24 hours in advance, frantically refreshing a browser to avoid that dreaded C boarding group.

Photo: Southwest Airlines’ New Cabin Interior. Courtesy of Stephen Keller / Southwest Airlines

Instead, passengers will choose between three tiers of seating: Extra Legroom seats, Preferred seats located closer to the front, and Standard seats scattered throughout the rest of the cabin.

It’s a whole new boarding reality—though to be clear, these seats are otherwise identical. Don’t expect lie-flat or mid-flight espressos. This is still Southwest.

New Fare Classes to Align with Seat Types

The rollout of this new seating policy coincides with a total rebranding of Southwest’s fare structure. That familiar “Wanna Get Away” fare will be rebranded as “Basic”—a fitting title for travelers who value thrift over flexibility. These customers won’t be able to pick their seat in advance; instead, their seat assignment will be issued at check-in.

Photo: Courtesy of Stephen Keller / Southwest Airlines

Those purchasing a standard “Choice” fare can select from the general pool of Standard seats, while “Choice Preferred” unlocks access to those elusive front-of-cabin spots.

And for the ultimate in Southwest comfort, “Choice Extra” buyers will enjoy that precious stretch of extra legroom.

Status Flyers and Cardholders Get Added Perks

For frequent flyers and loyalists, the airline is adding layers of complexity—and benefits. A-List Preferred members will be able to select Extra Legroom seats at the time of booking, regardless of fare class.

Standard A-List members can grab Preferred seats right away, and even upgrade to Extra Legroom within 48 hours of departure if space allows.

Photo: Courtesy of Southwest Airlines

Co-branded credit card holders will also see enhanced perks depending on which card they carry. The most premium cardholders will have access to Preferred seats at booking and the chance to upgrade to Extra Legroom before departure.

Lesser-tiered cardholders will get access to Standard seating closer to departure.

Free Checked Bags? No Longer for Everyone

The airline is also tweaking its once-sacrosanct baggage rules. While A-List Preferred customers will continue to enjoy two free checked bags, A-List members and credit cardholders will now receive only one.

For everyone else, bag fees will apply. These perks, however, will extend to up to eight additional passengers on the same reservation—a thoughtful gesture for families and group travelers, even as the airline redefines its famously generous policies.

New Boarding Process

Naturally, a new seating system calls for a new boarding ritual. Beginning in 2026, passengers will board in groups based on seat type, starting with those in Extra Legroom seats in Groups 1 and 2.

Premium fares and elite members will still board early, but the scramble for overhead space may finally feel slightly more dignified.

Photo: Houston Hobby. Courtesy of Stephen M. Keller, Southwest Airlines

For those still craving the thrill of early boarding, Southwest will continue to sell Priority Boarding, available 24 hours before departure.

To prepare customers for this seismic cultural shift, Southwest launched a cheeky marketing campaign titled “Are You Sitting Down?”—a wink to its humor-filled heritage and a nod to the end of open seating.

In a post on LinkedIn, Tony Roach celebrated the change: “Big announcement today! Flights with assigned seating and extra legroom seats go on sale July 29 for travel starting January 27, 2026… So many have been involved across the company to get us to this point—very proud of this key milestone!”

In yet another loyalty twist, Southwest has also entered the points transfer party. Rapid Rewards can now be transferred 1:1 with BILT Rewards, making it easier than ever for road warriors to turn rent points into free flights. The partnership adds another compelling reason to stick with Southwest as the airline evolves.

A New Era of Order—or the End of an Era?

So, what’s the takeaway from all this change? Southwest is shedding its one-size-fits-all identity. Assigned seats, layered perks, restructured fares, and nuanced baggage policies mark the end of a homespun era—and the beginning of one where personalization comes at a price.

Photo: Courtesy of Denver International Airport.

For some, it’s a welcome upgrade. For others, it’s the loss of a cultural institution. But for most business travelers, it’s likely to bring relief—no more awkward row negotiations, no more middle seat roulette, and no more sprinting to the A1 check-in window. At least now, you’ll know where you’re sitting before you buckle in. And in 2026, that might just be the ultimate luxury.