Why Southwest Airlines’ New Assigned Seating System Created Problems It Didn’t Anticipate

For more than five decades, Southwest Airlines built its identity around a boarding process that looked unusual compared with the rest of the airline industry but delivered one major advantage – speed. Passengers boarded in groups, selected any available seat, and spread naturally throughout the cabin without stopping to search for assigned rows or designated overhead locker space. That system helped Southwest minimize ground time and maximize aircraft utilization across its Boeing 737 fleet.