Southwest Scraps Signature Boarding: What Does This Mean for Frequent Flyers?

Southwest Airlines is making yet another sweeping change to its operations, this time overhauling its iconic boarding process. The Dallas-based low-cost carrier—long known for its unique open seating and numbered boarding positions—is set to implement a more traditional boarding model with assigned seats and group numbers, resembling those of its competitors.

The shift will take effect in early 2026, alongside previously announced plans to introduce checked baggage fees and a devalued loyalty program.

The decision marks a significant departure from the airline’s signature customer experience, one it had previously pledged to maintain. In a recent interview on the Airlines Confidential podcast, hosted by Scott McCartney, Justin Jones, Southwest’s Executive Vice President of Operations, confirmed the airline’s about-face.

Photo: Courtesy of Stephen Keller / Southwest Airlines

“As it stands today, we are going to do away with the lining up,” Jones stated. “It allows us to break the groups up into smaller groups and have that more ordinal boarding towards the back half of the boarding process.”

This reversal is the latest in a series of harsh operational shifts at Southwest, raising questions about whether the airline’s identity as a low-cost carrier with unique customer perks is disappearing.

After decades of resisting industry norms, is Southwest becoming just like its competitors?

Another Tradition Comes to an End

For years, Southwest’s unconventional boarding method—where passengers line up in designated positions along numbered posts before choosing any available seat—was a hallmark of its brand. Unlike most major airlines that assign seats and rely on traditional boarding groups, Southwest’s system rewarded punctuality and frequent flyer status with better boarding positions.

The absence of assigned seating also enabled quicker turnarounds, contributing to the airline’s operational efficiency. Yet, the shift toward assigned seating was already in motion. Southwest announced plans earlier this year to introduce assigned seating in early 2026.

Photo: Southwest Airlines New Cabin Interior. Courtesy of Stephen Keller / Southwest Airlines

Jones noted on the podcast that maintaining the current boarding process no longer made sense under the new model. “The reason is just ultimately for consistency of our product,” he explained. “Not only for Southwest, but also what you might experience on other airlines.”

Operational Challenges

The impending changes are not just about aligning with industry norms. Southwest is also grappling with operational pressures, including the need to minimize turn times—the interval between an aircraft’s arrival and departure. Efficient boarding plays a critical role in reducing these times, and the current boarding system has become a liability.

Photo: Courtesy of David Syphers / Unsplash

Southwest’s CEO Bob Jordan acknowledged these operational challenges during an industry conference on March 11, emphasizing that the carrier was “evolving very rapidly.”

Jones elaborated on the complexities of maintaining Southwest’s distinct boarding method while introducing assigned seating. “We went back and forth on the decision,” he admitted. “But ultimately, simplifying our boarding process was the most practical step.”

Bag Confiscation Concerns

Adding to these transformations, Southwest will introduce checked baggage fees starting May 28 — a sharp pivot from its long-standing “Bags Fly Free” policy.

Historically, this perk encouraged customers to check their luggage, reducing the number of carry-on bags in overhead bins. Now, the airline anticipates a surge in carry-on luggage as travelers seek to avoid the newly imposed fees.

Photo: Courtesy of Calle Macarone / Unsplash

On the Airlines Confidential podcast, Jones voiced concern over the potential for overcrowded overhead bins, leading to more frequent gate-checked bags and delayed departures. “We are going to be extremely hesitant to do heavily policing on bag size like at some other airlines,” he said. “But the gate checking of bags is going to go up so much.”

To mitigate the problem, Southwest is making infrastructure upgrades, including replacing outdated gate equipment at airports like Houston, which Jones said would “handle up to 10 bags at a time.”

Loyalty Program Devaluation

The changes extend beyond boarding and baggage. Southwest also recently reduced Rapid Rewards points earnings on lower-level fares, diminishing one of the most valuable aspects of its loyalty program.

Additionally, the airline announced layoffs for the first time in its history amid mounting pressure from activist investors Elliott Investment Management.

Photo: Courtesy of Southwest Airlines / Stephen M. Keller

In a further shake-up, Ryan Green, Southwest’s Executive Vice President, who previously assured that the essence of the airline’s boarding process would remain intact, will step down on April 1, as disclosed in a filing with the U.S. Securities and Exchange Commission.

What’s Next for Southwest?

With assigned seating, checked bag fees, and a more conventional boarding process on the horizon, the Southwest Airlines of 2026 may bear little resemblance to the carrier that once prided itself on doing things differently.

While these moves are intended to address operational challenges and increase revenue, they risk alienating long-time loyalists.

The airline has not ruled out further adjustments. Jones hinted that Southwest may leverage boarding groups as an incentive for Rapid Rewards members and co-branded credit cardholders, a practice common among its competitors.

For now, customers are left wondering: Is this the final chapter in Southwest’s transformation, or are there more changes yet to come?