I just woke up and while scanning my email, I couldn’t miss two Southwest Airlines press releases, both with subject lines in all caps that read: SOUTHWEST AIRLINES APPOINTS ROBERT FORNARO TO BOARD OF DIRECTORS and SOUTHWEST AIRLINES UNVEILS ITS ‘SOUTHWEST. EVEN BETTER.’ TRANSFORMATIONAL PLAN AT INVESTOR DAY.
If you’ve been following the travel news over the last couple of months, you know that Southwest Airlines has been under attack by a hedge fund, Elliott Investment Management, who purchased a large stake in the company and has been pushing for major changes, including ousting their CEO, Bob Jordan, and other top executives. They have already succeed by ousting former CEO and executive chairman Gary Kelly as he announced he’s going to retire next year.
I had no idea who Robert Fornaro was, but it did seem odd that I had two back-to-back press releases from Southwest Airlines in my email in a matter of minutes. Turns out, Fornaro “previously served on the Board of Directors of Spirit Airlines beginning in May 2014 until September 2019 and as President and Chief Executive Officer from January 2016 until December 2018.”
I know Southwest Airlines is the original low-cost carrier but appointing someone from Spirit Airlines, one of the original ultra low-cost carriers is eye-opening.
The second press release was even more revelatory. It starts off with a lot of PR spin but it appears Southwest Airlines is trying all they can to keep their executive team because they just made major changes. “We’re now ushering in a new era at Southwest, moving swiftly and deliberately to transform the Company by elevating the Customer Experience, improving financial performance, and driving sustainable Shareholder value,” said Bob Jordan.
There should be an emphasis on the latter. Here’s what Southwest’s transformation is going to look like. Spoiler alert: It’s going to align them with their competitors instead of differentiating themselves, as they have in the past.
Assigned Seating
Southwest has been known for their open seat policy, which has been an integral part of their brand as well as an interesting social experiment. However, they’re now going to do away with their quirky boarding process and switch to the “assigned seating model.” According to their research, “80 percent of Southwest Customers and 86 percent of passengers who choose other airlines want assigned seats.” They expect to begin selling assigned seats in the second half of 2025, with its first flights operating with the new model in the first half of 2026.
Premium Seating
Southwest will now offer “extra legroom options with up to five additional inches of pitch (legroom) for approximately a third of its seats.” Southwest says, “market research shows that the preference for an assigned seat with extra legroom offers broad appeal for both business and leisure travelers.” I believe it and there’s no doubt the new seating product options will “generate more revenue per passenger.” Southwest says they won’t shrink the seat pitch rest of their current seats.
Southwest Boarding with Upgrades
Southwest will obviously change its boarding process with seat assignments. “The updated boarding process will maintain Southwest’s unique and popular approach in boarding through position numbers and signage displayed on stanchions within the gate area. The carrier’s most loyal Customers and those who purchase premium seating will continue to be among the first to board.”
Bags Continue to Fly Free
I thought for sure Southwest was going to end their bags fly free policy or at least drop it down to just one bag but so far, they’re not.
I think these are great changes since I value extra legroom and knowing exactly where I’m sitting. I also don’t mind paying more for either. I’m also happy that these new policies should do away with those ‘miracle passengers’ who took advantage of Southwest’s open seat policy by claiming they had a disability so they could board first and sit at the front of the plane. They would board using a wheelchair but then walk off the plane.
KEEP READING
–‘Southwest is wild’: Woman filmed lying in overhead bin on Southwest Airlines flight
–Is this Southwest Airlines flight attendant the friendliest you’ve ever seen?
–Southwest Airlines flight attendant draws huge cheers after fun and unique safety announcement
–Southwest Airlines does it again when flight attendant makes bride-to-be cry on flight to Austin
–Southwest Airlines: Viral video shows first graders boarding a plane, many for the first time
–Southwest Airlines flight attendants and passengers make birthday unforgettable for little boy flying alone
Want more travel news, tips and deals? Sign up to Johnny Jet’s free newsletter and check out these popular posts: The Travel Gadget Flight Attendants Never Leave Home Without and 12 Ways to Save Money on Baggage Fees. Follow Johnny Jet on MSN, Facebook, Instagram, Pinterest, and YouTube for all of my travel posts.
Thanks for the wrap, Johnny. Me? I keep waiting for Southwest to fly to Alaska!
I bet the 80% of passengers who wanted assigned seating didn’t count on the fact that they would have to pay for that seating!
The Southwest s show is just beginning – another great business ruined by corporate avarice. These morons will run off millions of faithful customers with their greedy changes.
Better not touch the CP!
Paying for seats assignments won’t be much difference than paying for EB. The losers in the boarding scramble will be the preboarders who will now have to pay for it and the families who want to sit together.
Having a disability doesn’t necessarily mean you cannot walk short distances. It may been that you cannot walk long distances through large airports or stand for long periods of time. Also, you don’t know if it is painful for a person with a disability to walk that short distance.
Really unhappy about this! I like being able to choose my seat to avoid the babies and young children who have already boarded. SW is becoming elitist just like the other big airlines. If next, they stop checking bags for free and start charging to change tickets, they’ll no longer be my go-to airline.
How will those of us who use a wheelchair be assigned seats? I can walk but not far based on heart problems will be able to get on the plane first?
I think it will be the same as other airlines. You will get to board early but will have to buy your assigned seat
Higher ticket prices and devalued Reward points on the way soon methinks. And you have to wonder how long it will be before they start charging for bags.
I argued with the Southwest gate person that because I had paid extra for being in the “A” group that I should be able to get on the airplane along with the 3 “disabled” wheel chairs and their 5 entourage each. She threatened to call security on me. I have not and will not fly with that cattle car airline again.