It's a revolution at Southwest Airlines. For some 50 years, passengers boarding the low-cost airline's aircraft have sat wherever they wished. Or wherever there was still room. The first passengers to board were in fact the best served, with the others filling the gaps as they went along. The carrier is now putting an end to this half-century-old tradition, believing it to be a thing of the past.
Southwest explains that travellers' preferences have evolved. More and more customers are taking longer flights for which they prefer an assigned seat. According to a survey conducted by the company, 80 % of Southwest passengers, and 86 % of potential customers, prefer an assigned seat. When a customer decides to stop flying with Southwest and switch to the competition, free seats are cited as the primary reason for the change.
The carrier will unveil its new concept in September but has already provided some details. In addition to the allocation of a seat, Southwest to offer premium seats. To this end, part of the cabin will have seats with extra legroom.
Although details of the cabin layout are still being designed, Southwest believes thataround a third of the fleet's seats will be premium. As well as presenting a new seat, the airline will also be unveiling a cabin with a refreshed design.
New boarding system and night flights
On the ground, Southwest will also be changing its boarding procedures. They are currently grouped according to when the passenger checks in. There is also a priority boarding option.
And finally.., the airline to launch a series of "Redeye" night flights. The new return flights will be inaugurated on five domestic routess, notably between Las Vegas and Baltimore and Orlando. But also from Los Angeles to Baltimore and Nashville as well as between Phoenix and Baltimore. Sales of the "Redeye" flights have just begun. The operation of transcontinental night flights will enable Southwest to maximise the use of its aircraft.
All these initiatives should help to boost the company's financial performance. Southwest has just posted mediocre financial results, its profits plunged by 46% in the second quarter.
"The move to assigned seating and space options is a transformational change that affects almost every aspect of the business. These new arrangements are expected to generate additional revenues and strengthen financial performance", said Bob Jordan, CEO and Vice-Chairman of the Board of Directors.
