Southwest Airlines, under increasing pressure and stung by customer rebukes about its new assigned seating policy, is doing something about it.
In a letter to customers from executive vice president and chief customer and brand officer Tony Roach, the Dallas-based airline laid out how it plans to ease some of the customer unrest.
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The dominant carrier at Love Field Airport is “refining” the process by which boarding groups are assigned to “improve overhead bin availability near your seat while maintaining the fast boarding and deplaning process you expect from Southwest,” Roach said in the letter.
Southwest is also upgrading aircraft cabins with larger bins that will hold up to 50% more bags. The larger overhead storage is expected to be installed in “at least 70%” of the airline’s fleet by the end of this year, Roach said —adding that it will improve bin space availability near seats.
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Throughout March, Southwest will also be adding signage to reserve bins above extra legroom seating for those customers.
The changes are sure to be a welcome sight for Southwest’s most loyal customers, many of whom have complained for weeks about how the new assigned seating process has undermined their experience on the airline.
Southwest first announced the switch to assigned seating in 2024, part of a series of moves the carrier made to increase revenue. CEO Bob Jordan previously said that a majority of customers and potential customers preferred the ability to pick a seat.
But since the policy started on Jan. 27, many of customers’ complaints have focused on passengers being forced to place carry-on bags in compartments way to the back of the plane, a different experience from the prior boarding process.
A frequent criticism is that non-preferred passengers were boarding ahead, and taking up available overhead space. Additionally, families have complained about children being separated from them.
“As we’ve transitioned from open seating to assigned seating, the feedback we’ve received has been invaluable,” said Roach.
“We’ve already made several enhancements and will continue refining the experience to reward your loyalty while delivering the industry’s best operational reliability and hospitality.”
