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Travel

A Southwest seating shakeup?

By Dawn Gilbertson

Happy Friday! Enjoy this last weekend of April. I’m off to Toronto for the first time. My baseball-crazed sister is visiting all 30 Major League Baseball Parks and Rogers Centre is her next-to-last one. I’m tagging along for the fun as part of my year of yes to new travel adventures to mark a milestone birthday.

Do you take a big trip for big birthdays? A series of small ones? Hide under the covers? (My kids and I flew from Los Angeles to Australia on an A380 for my last milestone birthday so that will be hard to top.)

PHOTO: ANGUS MORDANT BLOOMBERG

I thought the big travel news of the week was the government’s welcome new rules on fees and refunds for airline passengers. (I’ll dive into this more as they take effect later this year and next year.)

And then Southwest Airlines teased a potentially momentous shake up given weak financial results. The airline that famously doesn’t assign seats (you pick any open seat when you board) said it is studying changes to its boarding and seating to boost revenue.

Southwest executives didn’t spill a single detail, but called the changes it is mulling transformational.

The biggest question, of course, is whether the airline will start assigning seats so it can join other airlines in charging more for certain seats on the plane, up to and including premium seats at the front of the plane. Southwest does not have first class or business class or an extra legroom section.

The only thing the airline ruled out is a curtain dividing economy and any premium cabin it may or may not be studying. Oh, and bag fees are off the table.

“We’re not going to try to be somebody that we’re not,’’ said Southwest Chief Commercial Officer Ryan Green on the airline’s earnings call Thursday. “At the end of the day we’re going to remain true to who Southwest Airlines is.’’

Southwest has a loyal fan base. The airline is trying to balance the interests of longtime fans with those who avoid the airline because it doesn’t assign seats or have premium cabins. Other airlines rake in billions from premium seats. Travelers are already taking sides.

“People, including myself, are loyal to Southwest because of how it operates differently. Take that away and I just switch to the aggregator websites that list by price,’’ one replied on X when I posted the news.

What’s your reaction? I want to hear from the Southwest loyalists and haters among you. Share your thoughts by replying to this email.

 

Notes From the Road ✈️

  • Have trouble turning the lights on and off in your hotel room? Join the club.
  • Checking a bag? Brush up on new airline fees or risk paying more.
  • American Airlines is switching up its frequent flier program ... again.
  • You don’t need a week at Disney World. These masochists swear by a day trip.
  • World-class hiking, luxe resorts and unbeatable views: Sedona is an Arizona gem.

Natural formations such as Merry-Go-Round Rock are popular with hikers visiting Sedona. PHOTO: SHUTTERSTOCK

 
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One Good Tip 🎯

Thinking of splurging on a first class upgrade? Keep checking your airline’s offers as the flight date approaches. For the Phoenix-Detroit leg of my Delta flight today, the offer was $1173.50 or 109,200 miles, a week out. Then it went to $611.68, or 56,900 miles. This week it fell as low as $407.43 or 37,900 miles. (I still didn’t bite. The ticket was pricey enough.)

 

Travel Math 🧮

100

The number of NoMad hotels Hilton hopes to develop around the world after buying a controlling interest in the company behind the small luxury boutique hotel chain with locations in cities including New York and London.

 

And We Quote 💬

“I've talked to everyone at Boeing that I can possibly address, and the message is the same: get your act together.’’

— American Airlines CEO Robert Isom, on the planemaker’s challenges and the impact it’s having on airlines.
 

You Have Thoughts 🤔

Those maddening hotel room lights.

“I enjoyed your article and would like to add one addition: Lights on hotel smoke/fire detectors! These pesky little pinpoints drive me nuts and in some hotels they flash like an evil baby strobe light. Perfect for a relaxing night’s sleep. I feel better now.’’

—Terry Seitz, Indiana

“I laughed out loud when I saw your headline in today's Journal. Last week on a business trip to Kansas City I had to call the front desk to figure out how to shut off the light surrounding one side of the wall mounted TV. I'm glad I am not the only one.’’

—Jay Feldstein, Pennsylvania

On American Airlines’ frequent flier program changes:

“My wife and I have Executive Platinum status on AA. While the program promises all sorts of benefits, there are actually very few that are worthwhile. For example:

  • Systemwide upgrades. You can supposedly get an upgrade to any place they fly. Yeah, no. You can put in for such an upgrade, but you won’t know for sure you’ve got it until very shortly before boarding time.  Most times you don’t get it. Almost never for international flights. Then they expire anyway.
  • First class upgrades, as early as 4 or 5 days in advance? Don’t hold your breath. If you’re going to get one, it’s usually just a few minutes before boarding time. Flying out of airports like Phoenix you almost never get upgraded.’’

—Kevin Blakely, Arizona

 

Responses have been condensed and edited.

 

One Final Shot 📷

The Salt Flats, from Allison Pohle. I took a detour to the Bonneville Salt Flats in Utah on a recent reporting trip. While numerous land speed records have been set at the Bonneville Speedway, I chose to explore at a slower pace on foot, rather than zip around in my rental car. The landscape feels otherworldly. Pro tip: plan to visit in the morning or in the evening. I stopped by before 10 a.m. local time, but it was still quite warm!

 

The WSJ’s Evan Gershkovich is being wrongfully detained in Russia after he was arrested while on a reporting trip and accused of espionage—a charge the Journal and the U.S. government vehemently deny. Follow the latest coverage, sign up for an email alert, and learn how you can use social media to support Evan.

 

About Us

Dawn Gilbertson writes WSJ's Carry On column covering all things travel. You can reach her at dawn.gilbertson@wsj.com or on X at @dawngilbertson. Sign up to get an alert every time Dawn publishes an article.

 
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