The end of an era: Why I'm sad about Southwest Airlines saying farewell to open seating
I've flown and loved Southwest Airlines since 1992 — yes, that long. Even as other travelers raved about their favorite airlines where frequent flyer programs could unlock lie-flat seats and fancy upgrades, I favored Southwest. I might have even been the only TPG staffer who ranked Southwest first on their airline preference list when I started in 2019.
A main reason I was sometimes a dissenting voice defending my beloved airline: the carrier's quirky open-seating policy.
Related: Southwest Airlines will end open seating: What you need to know
In truth, it was sometimes hard to explain why Southwest was my airline of choice compared to the three U.S. legacy carriers that offer perks like assigned and premium seating.
Related: AA, Delta, United and Southwest: TPG frequent flyers duke it out over who's best
But, like many die-hard Southwest enthusiasts, I was a big fan of open seating.
Having Southwest A-List status for the past 10 years allowed me to get automatic early boarding. This meant I was pretty much guaranteed my preferred aisle seat in the first five rows of the aircraft, assuming I was at the gate to board on time. Even when I had to change flights and lost my preferred boarding advantage, I knew I could probably still get my favored aisle seat because my status allowed me to hop on my flight right after the A group boarded.
Related: How to snag the best seats on Southwest Airlines
As a professed Southwest Airlines superfan, I woke up this morning to texts, direct messages and callouts on social media asking me how I felt about this major change.
My first thought was sadness. Open seating is a part of Southwest's culture and more laid-back approach to air travel. Many have long derided the airline for its "cattle call" lineup boarding process. However, I thought it made for a unique experience that had some real advantages over the more common assigned seat approach other U.S. airlines use (where very few seats on the aircraft are actually available for assignment without paying extra fees).
But, while I may have been sad, the announcement wasn't a big surprise.
In the past year, there were hints about the airline's eventual move to assigned seating. Having activist investor Elliott Investment Management take a $1.9 billion stake in Southwest didn't help the status quo; this was in part because that group accused Southwest's management team of failing to evolve and having poor execution and leadership. The carrier has likely struggled to capture some lucrative business travelers who are turned off by its open-seating concept. Additionally, open seating is at odds with picking up additional revenue from travelers who are willing to pay extra to lock in the best seats.
Looking at Airline Economics 101, it was only a matter of time before Southwest buckled under the pressure to offer assigned seating to better compete with legacy and ultra-low-cost carriers.
As someone who has covered the airline industry for 32 years, I understand the economics and the need to attract customers willing to pay more for a premium experience. But as a longtime fan of open seating, I'm sad that a key part of the Southwest experience is disappearing.
As I think about this seismic shift in the airline's culture and approach to flying, I wonder what other changes are coming down the pike. Changes to A-List status? A bare-bones basic economy product? Or — heaven forbid — changes to its ever-popular free bags policies?
Southwest has said no changes are coming to the baggage policy, but at this point it feels like anything is possible. Each update takes Southwest further away from the unique culture and onboard product I've championed for over 30 years. Change continues to be inevitable in the airline industry, but it doesn't mean I have to like it.
I look forward to hearing more details in September about the new premium seats and how the assigned seating will work. I'm especially curious to hear how A-List status might play into all of that.
Only time will tell what the carrier's evolution will look like and what it will become. I may not be happy about this announcement, but I still plan to fly Southwest as long as it continues to get me from point A to point B at a good price and shows it still appreciates my business.
Related reading:
- Your complete guide to maximizing Southwest Rapid Rewards
- The best Southwest Airlines credit cards
- How to quickly earn the Southwest Companion Pass
- What is Southwest Airlines elite status worth?
- Maximize your airfare: The best credit cards for booking flights
- The best credit cards to reach elite status
- How to change or cancel a Southwest Airlines flight
TPG featured card
at American Express's secure site
Terms & restrictions apply. See rates & fees.
| 4X | Earn 4X Membership Rewards® points per dollar spent on purchases at restaurants worldwide, on up to $50,000 in purchases per calendar year, then 1X points for the rest of the year. |
| 4X | Earn 4X Membership Rewards® points per dollar spent at US supermarkets, on up to $25,000 in purchases per calendar year, then 1X points for the rest of the year. |
| 5X | New! Earn 5X Membership Rewards® points on prepaid hotel stays booked through AmexTravel.com or the Amex Travel App. |
| 3X | Earn 3X Membership Rewards® points on flights booked through AmexTravel.com, the Amex Travel App, or purchased directly from airlines. |
| 2X | Earn 2X Membership Rewards® points on prepaid car rentals booked through AmexTravel.com or the Amex Travel App and cruises booked and paid through AmexTravel.com. |
| 1X | Earn 1X Membership Rewards® point per dollar spent on all other eligible purchases. |
Pros
- Valuable dining and food-related credits
- Flexible rewards with airline and hotel transfer partners
- Multiple travel and purchase protections
- No foreign transaction fees
- Access to Amex Offers for additional savings (enrollment required)
Cons
- Not as useful for those living outside the U.S.
- Some may have trouble using Uber and other dining credits
- You may be eligible for as high as 100,000 Membership Rewards® Points after you spend $8,000 in eligible purchases on your new Card in your first 6 months of Card Membership. Welcome offers vary and you may not be eligible for an offer. Apply to know if you’re approved and find out your exact welcome offer amount – all with no credit score impact. If you’re approved and choose to accept the Card, your score may be impacted.
- Earn 4X Membership Rewards® points per dollar spent on purchases at restaurants worldwide, on up to $50,000 in purchases per calendar year, then 1X points for the rest of the year.
- Earn 4X Membership Rewards® points per dollar spent at US supermarkets, on up to $25,000 in purchases per calendar year, then 1X points for the rest of the year.
- New! Earn 5X Membership Rewards® points on prepaid hotel stays booked through AmexTravel.com or the Amex Travel App.
- Earn 3X Membership Rewards® points on flights booked through AmexTravel.com, the Amex Travel App, or purchased directly from airlines.
- Earn 2X Membership Rewards® points on prepaid car rentals booked through AmexTravel.com or the Amex Travel App and cruises booked and paid through AmexTravel.com.
- Earn 1X Membership Rewards® point per dollar spent on all other eligible purchases.
- Pay It® lets you tap in the American Express® App to quickly pay for small purchase amounts throughout the month and still earn rewards the way you usually do. Plan It® gives you the option to split up big purchases into equal monthly payments with a fixed fee. You’ll know upfront exactly how much you’ll pay.
- Updated! $120 Dining Credit: Earn up to a total of $10 in statement credits monthly when you pay with the Gold Card at Grubhub (including Seamless), Buffalo Wild Wings, Five Guys, The Cheesecake Factory, and Wonder. This can be an annual savings of up to $120. Enrollment required.
- $100 Resy Credit: Get up to $100 in statement credits each calendar year at over 10,000 qualifying U.S. Resy restaurants after you pay for eligible purchases with the American Express® Gold Card. That’s up to $50 in statement credits semi-annually. Enrollment required.
- $84 Dunkin' Credit: Earn up to $7 in monthly statement credits after you pay with the American Express® Gold Card at U.S. Dunkin’ locations. Enrollment required.
- $120 Uber Cash on Gold: Enjoy up to $120 in Uber Cash annually with your Gold Card. Just add your Card to your Uber account and you'll get $10 in Uber Cash each month to use on orders and rides in the U.S. when you select an Amex Card for your transaction.
- New! As an American Express® Gold Card Member, you can enjoy complimentary Hertz Five Star® Status. Enjoy benefits like skipping the counter at select locations, adding an additional driver at no additional cost*, and vehicle upgrades**. Benefit enrollment and Hertz Gold+ registration are required. *Additional drivers must meet standard rental qualifications and must be a spouse or domestic partner to qualify as complimentary. Other additional drivers subject to fees. **Benefits are subject to availability and vary by location. Additional Hertz program Terms and Conditions including age restrictions apply.
- Take advantage of a $100 credit towards eligible charges* at over 1,300 upscale hotels worldwide when you book The Hotel Collection through AmexTravel.com or the Amex Travel App **. *Eligible charges vary by property. **The Hotel Collection requires a two-night minimum stay.
- Book your travel through the Amex Travel App with added peace of mind – backed by American Express® service and support. Only for American Express® Card Members.
- Whenever you need us, we're here. Our Member Services team will ensure you are taken care of. From lost Card replacement to statement questions, we are available to help 24/7.
- No Foreign Transaction Fees.
- Annual Fee is $325.
- Terms Apply.