New Premium Seats Coming to Southwest Airlines

Travelers excited about upcoming changes at Southwest Airlines will be pleased to learn from CEO Bob Jordan that the airline plans to introduce extra legroom and assigned seating in late 2025. During a recent Goldman Sachs investor conference, Jordan stated, “Selling the new products [is] back half of 2025, and operating the new products [in] the first half of 2026, all of that is on track.” This update marks the beginning of a transformative phase for Southwest as it evolves its offerings.

Evolution of Southwest’s Business Model

The introduction of extra legroom seats represents a shift away from Southwest’s minimalist open-seating model, which has characterized its service for over 50 years. Alongside the new seating arrangements, the airline is exploring additional changes, including red-eye flights and international partnerships, starting with Icelandair. These initiatives are primarily driven by pressure from activist investors, like Elliott Management, pushing Southwest to boost its financial performance.

Investment in New Products and Technology

Jordan indicated that Southwest is committing “hundreds of millions” of dollars to these changes, which will also involve updating over 60 technology systems to facilitate the sale of premium products. While these alterations signal a significant transformation, Jordan assured, “It’s not going to change who we are, or the values that we stand for.” The modifications in their offerings come as the airline navigates a competitive landscape where other carriers like Frontier and JetBlue are similarly enhancing their products.