Southwest Airlines has announced it will abandon its 50-year open seating policy in favor of assigned seating, responding to customer preferences. Research indicates that 80% of current and 86% of potential customers prefer assigned seats, with many citing this as a reason for choosing competitors. The airline will also introduce premium seating options with extra legroom, which will make up about one-third of its fleet, and plans to operate overnight redeye flights starting in early 2025. This strategic shift comes as Southwest faces pressure from activist investors to enhance financial performance amid rising operational costs and declining profits. The changes are part of a broader modernization effort aimed at improving customer experience and revenue. CEO Bob Jordan emphasized that this move is timely and aligns with customer expectations, marking a significant transformation for the airline.