The open-seating policy has been a Southwest hallmark since its first flight, and the benefits were immediately clear. Numerous studies showed that open seating enabled Southwest to get Customers on planes more quickly and efficiently than its competitors.

For over 50 years, Southwest Airlines utilized open seating (a "first-come, first-served" model) because it was the most efficient way to achieve fast aircraft turnarounds. By not assigning seats, passengers were motivated to board quickly to find their preferred spot, allowing Southwest to keep its planes in the air longer than competitors. However, in a historic shift, Southwest officially ended open seating in early 2026. The airline transitioned to assigned seating after extensive research showed that 80% of current and potential customers preferred knowing their seat in advance, particularly for long-haul flights. This change also allowed Southwest to introduce "Premium" seats with extra legroom, creating a new revenue stream that the old model couldn't support. While the "open seating" era was a core part of their "maverick" brand identity, the move to assignments in 2026 was a survival tactic to attract higher-paying business travelers and families who were tired of the "cattle call" boarding process. The airline now uses a tiered "Zones" system, similar to other major carriers, while maintaining its famous "Bags Fly Free" policy.