Dallas-based Southwest Airlines announced multiple changes coming to the airline including assigned seating and the addition of red-eye flights for select markets.

What’s happening?

For the first time in its more than 50 years of service, Southwest Airlines will switch from open seating to assigned and premium seating options. The change comes after research indicated 80% of Southwest customers and 86% of potential customers preferred selected seating, according to a July 25 news release.

"Although our unique open seating model has been a part of Southwest Airlines since our inception, our thoughtful and extensive research makes it clear this is the right choice—at the right time—for our customers, our people and our shareholders,” said Bob Jordan, president, CEO and vice chairman of the Southwest Airlines board, in a statement.

Additionally, the airline announced the addition of red-eye flights, which depart overnight and arrive the following morning. Initial routes will land on Feb. 14, 2025 in five markets, including:

• Las Vegas to Baltimore and Orlando
• Los Angeles to Baltimore and Nashville
• Phoenix to Baltimore

Additional markets will be added as the airline expands its 24-hour operations, according to the release.

The background

The changes come after the company shifted its focus to modernization over the past two years with faster Wi-Fi, in-seat power options and larger overhead bins.

The airline is also working on a new cabin design, which will require approval from the Federal Aviation Administration, according to the release.

Another note

With these changes, the airline also announced the promotion of Ryan Green to executive vice president of commercial transformation, a role leading new initiatives. He previously served as executive vice president and chief commercial officer, per the release.

"I'm eager to lead this next step in our transformation to serve our customers with an even better Southwest,” Green said in a statement. “Together, these strategic initiatives play an integral role in the airline's comprehensive strategy to meet customer needs and enhance shareholder value, while maintaining the unique culture, hospitality and flexibility that make Southwest, Southwest."

What’s next

The airline will share more about cabin layout and timing at its investor day in late September, according to the release.

Bookings with assigned seating are expected to begin in 2025.