It’s safe to say that Southwest Airlines’ transition to assigned seating is off to a turbulent start.
Customers have taken to social media platforms for days to complain about things like lack of overhead bin space and not being allowed to switch seats, even when there are plenty open.
Southwest, Love Field Airport’s dominant carrier, began assigned seating on Jan. 27, ending its popular open seating policy. CEO Bob Jordan previously said that surveys conducted by Southwest showed customers and potential customers overwhelmingly wanted the option to pick their seat, similar to other major U.S. Airlines like Fort Worth-based American.
The monumental switch was first announced in 2024. Around the same time, Southwest’s management came under pressure following an activist takeover by Elliott Investment Management.
But now concerns have grown and even some of the airline’s most loyal customers are frustrated after the carrier rolled out a new boarding process to pair with the policy change.
There are reports that A-list Preferred customers, who are supposed to board in either groups one or two, are boarding in later groups, also leading to bin space troubles.
Some of Southwest’s A-listers openly raged on platforms such as X, with many complaints focused on those passengers being forced to place carry-on bags in compartments way to the back of the plane, a different experience from the prior boarding regime.
A frequent criticism is that non-preferred passengers were boarding ahead, and taking up available overhead space.
When reached by The Dallas Morning News on Tuesday, Southwest Airlines spokesperson Chris Perry acknowledged the company is aware of some of the complaints.
“Since launch, we’ve been closely monitoring input and real-world behaviors to validate our assumptions and identify where we can refine the experience,” Perry said in a statement. “Those insights are now informing a series of early adjustments designed to smooth operations and reduce friction as Customers adapt to the new boarding and seating process.”
Southwest employees who respond to customer messages on social media have also told customers it is reviewing the concerns.
