'Are You Sitting Down?' Southwest Prepares For Assigned Seating With New Ad Campaign

For more than half a century, Southwest Airlines was synonymous with open seating, with passengers picking their seat when they boarded the plane. No more. The carrier is introducing assigned seating, with passengers able to start booking flights with assigned seats in Q3 of this year for travel beginning in Q1, 2026. Responses to the change among Southwest fliers have been mixed, as is expected when overhauling a signature policy.



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