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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.
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