Customers flying with Southwest Airlines will soon notice changes in the seating arrangements, as the airline plans to introduce extra-legroom seats in the first quarter of next year. However, these seats will not be sold as a separate product until the first half of 2026.
During the interim, early-boarding passengers will have the opportunity to select the extra-legroom seats if available. Southwest CEO Bob Jordan explained, "It takes time to implement any significant initiative. We've been wired for 53 years to do open seating."
Elliott Investment Management, an 11% stakeholder in Southwest, criticized the timeline, arguing that similar changes could be implemented faster, claiming that CEO Jordan lacks the vision to execute these initiatives. The firm has indicated plans to push for a proxy vote as soon as next week.
New Cabin Configuration
The extra-legroom seats will feature 34 inches of space between rows, three inches more than the standard seats. To accommodate these changes, the airline will reduce the legroom in standard seats on its 737-8 planes by one inch, bringing it down to 31 inches.
Southwest aims to retrofit 50 to 100 aircraft per month and complete the overhaul by the end of 2024. The introduction of these premium seats will coincide with a broader shift to assigned seating, which will require updates across more than 60 of the airline’s platforms.
Jordan emphasized the need for a smooth rollout, saying, "There's a lot of risk if we do this poorly."
Price Segmentation and Fare Structure
The redesigned 737 Max 8 planes will feature 68 extra-legroom seats located in rows 1-5, 17-21, and exit rows. Seats will be sold in a tiered pricing system, with the first five rows being the most expensive, followed by extra-legroom seats further back. Standard seats near exit rows will be designated as preferred, while those beyond row 21 will be the least expensive.
When assigned seating is introduced, Southwest will continue using its existing fare categories. For instance, the budget Wanna Get Away fare will not include a seat assignment, but higher fare classes like Wanna Get Away Plus will allow passengers to choose their seats.
Southwest-Icelandair Partnership
In addition to the cabin upgrades, Southwest announced the revival of its partnership with Icelandair. Initially based out of Baltimore, the collaboration will allow Icelandair to sell ticket segments on Southwest flights, with plans to expand to other U.S. cities. A loyalty program partnership may follow once Southwest fully transitions to assigned seating.
These initiatives are part of Southwest’s broader strategy to generate $4 billion in incremental revenue by 2027.
