Travel

Southwest Airlines Breaks with Tradition — Assigned Seating Comes to the Friendly Skies in 2026

Southwest Airlines is introducing assigned seating for the first time, starting January 27, 2026. Learn how SEATISFACTION™ will change your travel experience.

Published

8 months ago

July 26, 2025

Rebecca Washington

Last Updated on July 29, 2025 by Daily News Staff

737 MAX-8 // Ashlee D. Smith

For decades, Southwest Airlines has carved out a unique space in the airline industry by sticking to a first-come, first-served boarding process that passengers either loved or loathed. But all of that is about to change. Beginning July 29, 2025, Southwest customers will have the option to choose their seats at the time of booking for flights starting January 27, 2026.

Dubbed SEATISFACTION™, this new program marks a major evolution for the Dallas-based carrier, bringing with it more flexibility, upgraded options, and—for many—long-awaited peace of mind.

What’s Changing?

In a statement from Tony Roach, Executive Vice President of Customer & Brand, the airline emphasized that this move is all about “more choice and greater control” for travelers. “Assigned seating unlocks new opportunities for our Customers,” Roach said, “including the ability to select Extra Legroom seats—and removes the uncertainty of not knowing where they will sit in the cabin.”

For the first time, Southwest flyers will be able to:

Choose seats during booking, including Extra Legroom, Preferred, and Standard seats. Opt for upgraded seating through various fare bundles. Purchase seat upgrades even with a Basic fare. Priority boarding can now be purchased 24 hours before departure.

Special Perks for Rapid Rewards® Members and Loyal Flyers

Southwest is also rewarding loyalty in new ways. A-List and A-List Preferred members, as well as Southwest Rapid Rewards® Credit Cardholders, can select seats at booking or within 48 hours of departure—even when flying on Basic fares.

This makes it easier for loyal customers to access top-tier experiences without needing to upgrade their entire fare.

Rethinking the Boarding Process

To complement the rollout of assigned seating, Southwest is also introducing a new boarding process. No more jockeying for position in the A, B, or C groups.

Starting January 27, 2026, boarding will follow a group-based structure based on seat location, with Extra Legroom passengers and premium fare holders boarding first in Groups 1–2. Frequent flyers and credit cardholders will also enjoy earlier boarding positions.

Marketing the Moment: “Are You Sitting Down?”

To promote the change, Southwest has launched a cheeky new campaign called “Are You Sitting Down?” The ad series uses the airline’s trademark humor to introduce the new era of assigned seating, promising a smoother, more enjoyable travel experience without losing the friendly flair Southwest is known for.

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Why Now?

While Southwest has built a brand on simplicity and no-frills flying, growing demand for customization—especially post-pandemic—has pushed even the most steadfast legacy practices to evolve. For business travelers, families, and tall passengers alike, knowing where you’ll sit before boarding has become less of a luxury and more of an expectation.

With this move, Southwest aims to balance customer autonomy with its core identity of hospitality and affordability.

The Bottom Line

Whether you’ve always rushed to check in early to nab that perfect aisle seat or dreaded the uncertainty of the open-seating scramble, 2026 promises a more tailored flying experience on Southwest Airlines.

The choice is now truly yours.

Author

Rebecca Washington
Rebecca Jo is a mother of four and is a creative soul from Phoenix, Arizona, who also enjoys new adventures. Rebecca Jo has a passion for the outdoors and indulges in activities like camping, fishing, hunting and riding roller coasters. She is married to Rod Washington
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Rebecca Washington

Rebecca Jo is a mother of four and is a creative soul from Phoenix, Arizona, who also enjoys new adventures. Rebecca Jo has a passion for the outdoors and indulges in activities like camping, fishing, hunting and riding roller coasters. She is married to Rod Washington

Travel Advisory

Traveling to Mexico this spring? Here’s what to know about current advisories

Traveling to Mexico this spring? Visitors should be aware of state-specific travel advisories, as safety concerns in one region do not affect major resort areas like Cancun and Los Cabos, currently rated Level 2, which encourages increased caution. Monitoring official updates is essential for informed travel decisions amidst evolving conditions.

Published

2 days ago

March 30, 2026

Daily News Staff

Last Updated on March 30, 2026 by Daily News Staff

Traveling to Mexico? For some travelers counting down to spring break, recent headlines about violence in parts of Mexico have sparked a new question: Should I cancel my trip?

Traveling to Mexico this spring? Here’s what to know about current advisories

(Tiffany Miller for ALG Vacations) For some travelers counting down to spring break, recent headlines about violence in parts of Mexico have sparked a new question: Should I cancel my trip? Travel advisors say they are seeing a surge in calls and emails from clients trying to determine whether developments in one region affect major resort areas elsewhere.

The questions follow several days of unrest in parts of Mexico after security operations targeting organized crime leaders prompted temporary flight disruptions and shelter-in-place guidance for U.S. government personnel in areas including Puerto Vallarta and Guadalajara. In this article, ALG Vacations explains what current travel advisories mean for spring break travelers heading to Mexico.

The U.S. State Department evaluates Mexico state by state, not as a single destination, and advisory levels vary by region. Many major beach destinations, including Cancun, Riviera Maya, Tulum and Los Cabos, are currently under a Level 2 advisory, which encourages travelers to exercise increased caution. It does not discourage travel.

Part of the confusion stems from geography. Puerto Vallarta, on the Pacific coast, is roughly 1,300 miles from Cancun and the Riviera Maya on the Caribbean side, about the distance between New York and Miami. Because advisories are assigned state by state, developments in one region do not automatically alter another.

In recent days, that uncertainty has translated into additional inquiries about whether specific resort areas are experiencing disruptions. U.S. Embassy security alerts issued this week indicate that temporary shelter-in-place guidance affecting Puerto Vallarta was lifted and that flight operations resumed. The advisory level for the Mexican state of Quintana Roo remains unchanged.

Some clients are asking about alternatives, advisors say, but many are continuing with their plans after reviewing official updates. Travel patterns often shift in response to breaking headlines, they add, before stabilizing as clearer information becomes available.

The State Department assigns travel advisories on a four-tier scale ranging from Level 1, exercise normal precautions, to Level 4, do not travel. While Level 2 encourages increased awareness, Level 3 and Level 4 carry stronger language discouraging or restricting travel.

Advisories are reviewed regularly and can be updated as conditions evolve. The State Department’s Mexico advisory page breaks down conditions by state, reflecting the country’s federal structure rather than issuing a single national designation. Travelers can also enroll in the State Department’s Smart Traveler Enrollment Program, which provides real-time security updates and allows U.S. officials to contact citizens in an emergency.

Embassy notices state that airports, hotels and tourism services in Quintana Roo are operating normally. Security conditions across Mexico vary widely by state, with some regions carrying higher advisories and others designated Level 1. Most destinations popular with U.S. travelers are currently classified as Level 2.

As spring break approaches, advisors say informed decision-making depends on reviewing the advisories assigned to a specific destination and monitoring official updates, rather than reacting to national headlines alone. Travel decisions ultimately depend on individual comfort levels, they add, but advisory levels are assigned regionally and should be evaluated accordingly.

Photo courtesy of Shutterstock

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SOURCE:

ALG Vacations

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