Southwest Airlines (NYSE:LUV) is ending open seating after 54 years and moving to assigned seats. The airline plans to ...

Southwest Airlines built its brand on a simple promise: no assigned seats, no bag fees, no pretense. That identity is now being dismantled piece by piece, and the customers who loved the airline for ...

Last month, Southwest Airlines officially ditched its longstanding open-seating policy as it embraced an assigned seating ...

As of January 27, 2026, Southwest Airlines no longer has an open seating policy. Here's how Southwest now boards its aircraft and why it chose to go this route.

Under pressure to boost its bottom line, Southwest has been in transformation mode for more than a year. The airline announced the eventual end of open seating in 2024. Last year, it added fees for ...

Southwest Airlines (NYSE:LUV) has delivered a stellar start to 2026, with shares surging 22.99% year-to-date as of February 12. The rally dramatically outpaces the broader airline sector, where Delta ...

Southwest Airlines killed its last brand differentiator — and risks being replaced with its competitors after optimizing away ...

Last year, Southwest Airlines made the surprising decision to begin charging customers for checked baggage, ending its ...

The new ad introduces the airline’s updated assigned-seating approach and offers a witty callback to its former open-seating days.

Add Yahoo as a preferred source to see more of our stories on Google. Over the past several months, Southwest Airlines has undergone a bit of an identity shift, ending many longstanding policies, ...

It’s a case study in what can happen when an employee-first company culture runs up against investors looking for short-term ...