Southwest Airlines, apparently responding to demands from new investors, is overturning one of the airline's key differences with all others as part of its plan to return to profits. Starting soon, it will start assigning seats instead of leaving passengers to claim their own on a partially first-come first-serve model.
Other changes may be in the wings as well; Elliott Management, which recently acquired an 11% stake in the airline, has been pushing for systematic changes in the airline's operations.
In the recent period, airfare pricing has been softening, especially in the short-haul market that is the bulk of Southwest's business, and the change will allow the airline to offer more options, each at a cost, such as extra-legroom seats, a premium cabin, and, potentially, fees for seat selection.
The present system, which has evolved over the past half century from a true first-come model, assigns passengers to one of three groups when they check in, starting the night before, and gives each a number within the group to determine who gets on first. In recent years, it has become possible to buy or be awarded with A-list status.
Reaction reported in press and on-line groups has been mixed. For some, the dash for a seat has been part of Southwest's attraction; other travelers say they had previously not considered the airline because of an aversion to it.
No word on whether changes are coming in Southwest's other key difference: its two-bag free checked baggage allowance for all tickets.
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