Southwest Airlines, a carrier renowned for its no-frills, customer-friendly approach, is charting a new course with significant transformations. Among the notable changes, Southwest is introducing assigned and premium seating, adding redeye flights, and, most interestingly, planning to forge airline partnerships.

New Partnership

This shift is set to begin in 2025, marking a significant departure from Southwest’s longstanding strategy of operating independently. The first of these international partnerships is with Icelandair, expected to launch at Baltimore International Airport (BWI) and expand to other gateways throughout the year. The move aims to connect Southwest passengers to more global destinations, thus boosting travel demand across its network.

In tandem with these partnerships, customers could potentially see benefits such as expanded flight options and seamless connections to international destinations. However, the exact details, such as whether there will be a codeshare agreement or frequent flyer reciprocity, remain unclear. Given Southwest’s consistent policy of not joining global alliances or partnering with major US airlines, it’s plausible these partnerships will focus on specific long-haul routes rather than broad collaborations.

Seating Changes

Another new change for Southwest comes in the form of assigned seating. The airline, well-known for its open seating policy, announced in July 2024 that it will introduce both assigned and premium seating. Initial details highlight that assigned seating will start being sold in the second half of 2025, with the first flights featuring the new seating model commencing in early 2026. Southwest plans to retrofit its entire fleet, allocating approximately one-third of seats for premium seating, which will feature up to five additional inches of legroom.

Additionally, details have finally been announced regarding Southwest status holders and their assigned seating benefits. A-List Preferred Members will have access to all available seats, including those with extra legroom, at no additional cost when booking. A-List Members, on the other hand, can choose from all standard legroom seats at booking, with the added benefit of selecting extra legroom seats—if available—within 48 hours of departure, also at no extra charge. These perks provide significant value and convenience for loyal Southwest customers, enhancing their travel experience.

Southwest Airlines News

Enhanced Day of Travel Experience

On the day of travel, passengers will notice several changes beyond just the assigned seating. At the airport, Southwest is upgrading check-in kiosks and enhancing its mobile app to offer more self-service options. This includes digital boarding passes, baggage tracking, and real-time updates on flight status, aiming to reduce congestion at counters and simplify the pre-flight experience.

In-flight, passengers can expect upgraded amenities such as faster, more reliable Wi-Fi and in-seat power outlets across the entire fleet, enhancing connectivity and convenience for both leisure and business travelers. Larger overhead bins will also be introduced to accommodate more carry-on luggage, minimizing the need for gate-checking bags and speeding up the boarding and deplaning process.

Our Take

The partnership with Icelandair is interesting, as Southwest is making it clear that it wants to expand and start trying to compete with the legacy airlines by having more global reach. But it remains to be seen how beneficial this will be to consumers and what benefits flyers will gain from this.

There are a lot of questions about this new Southwest partnership. For example, will the Southwest Companion Pass play a role with partners or will it only be valid for Southwest itineraries? Will flyers still get two free checked bags when flying with partners like they do on Southwest flights? These questions have yet to be answered, but overall this and any future partnerships are worth keeping an eye on.

Meanwhile, the transition to assigned seating might unsettle some Southwest loyalists who enjoyed the open seating option. However, these changes allow for more predictable travel experiences, aligning the airline with the same type of experience passengers get on other airlines.

Lastly, the enhancements to Southwest’s amenities and overall travel experience show us that the airline is making strides to better compete with other airlines.