When does Southwest assigned seating begin?

Southwest assigned seating begins January 27. Customers will choose specific seats during booking or check-in instead of lining up for open seating. Expect earlier decisions on seat location, especially for families and groups that want to sit together. Arriving late to seat selection may limit options on busy flights.

Will seat selection cost extra on Southwest?

Standard seats will be included in the booking flow, but Southwest extra legroom seats and preferred locations will be sold for an added fee. Prices can vary by route, date, and demand. Buying earlier generally improves choice, while last-minute changes may cost more or offer fewer options.

How could this change affect Southwest’s revenue?

Paid seating, location upsells, and Southwest fare bundles should lift ancillary revenue per passenger. If customers value space and placement, unit revenue can rise even with a slight seat reduction on 737-700 aircraft. Watch take rates, bundle mix, and RASM commentary in upcoming updates for proof of traction.

Does the 737-700 retrofit reduce capacity?

Yes, the 737-700 retrofit is expected to slightly reduce seats to make room for Southwest extra legroom seats and clearer layouts. The trade-off aims to improve yield through paid seating and better merchandising. Investors should watch whether ancillary gains offset the smaller seat count on key US routes.

Global Market Insights

January 24: Southwest Finishes 737-700 Refits, Assigned Seating Nears

ByDanny Kontos January 24, 2026January 24, 2026

Southwest assigned seating starts January 27 as the airline finishes its 737-700 retrofit ahead of schedule. The shift brings paid extra legroom rows and new fare bundles aimed at lifting ancillary revenue. For investors, Southwest Airlines LUV enters 2026 with a cleaner cabin plan, but also fresh pricing questions. We break down how monetized seating could affect unit revenue, what a slightly tighter seat map means for costs, and how travelers in the US might respond.