Good morning from Dallas, where I attended Southwest Airlines’ annual investor day yesterday, and it was an eventful one: We learned the nuts and bolts behind major changes on the way at Southwest — part of what the airline is calling the biggest transformation in its history.
The biggest news first: Southwest’s assigned seats, including its first-ever extra-legroom seats, will take flight in early 2026. You’ll be able to start purchasing tickets for these seats late next year. One of the reasons behind the change? The airline says 86% of non-Southwest customers prefer a seat assignment and it wants to attract those flyers.
Southwest is also making big changes to the perks it will offer through its Rapid Rewards program, and to A-List and A-List Preferred elite status members.
A-Listers will be able to select those new “premium” seats for free. They’ll also get an early boarding number as part of a reworked (yet familiar) Southwest boarding process.
Plus, a new suite of credit card benefits are coming to Southwest cobranded cards. Expect those details in early 2025.
Another big headline? International partners! Icelandair will become a Southwest partner next year, allowing Rapid Rewards members to redeem points for more international flights. More partners are coming, too, leaders said.
There’s some bad news too. The lowest-level Wanna Get Away tickets won’t come with free seat selection, and standard seats on many Southwest planes will lose an inch of legroom to accommodate the new extra-legroom options.
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