Southwest began operating assigned and extra-legroom seating on January 27, 2026, replacing its open-seating model. The change gives passengers seat assignments and choices that may cost more, but available company filings do not show that assigned seating alone is expected to generate more than $1 billion—or disclose how much it has earned by itself. Southwest framed the shift as a response to customer preferences, a way to attract additional travelers, and an opportunity to increase revenue per passenger.
What changed, and when did it take effect?
Southwest announced its plan to end open seating on September 26, 2024. It later specified that assigned and premium seats would go on sale July 29, 2025, for travel beginning January 27, 2026. In its January 28, 2026 earnings release, the airline said the new seating was operational as of the previous day.
The assigned-seat model does not mean every seat is the same product. Southwest’s 2024 plan described extra-legroom seats with up to five additional inches of pitch and said they would make up approximately one-third of seats. Those were planned figures, not a guarantee that every aircraft or seat has identical dimensions; passengers should check the details for their flight and fare.
Why did Southwest make the switch?
Southwest said it wanted to respond to customer preferences, appeal to customer segments it did not compete for as strongly, and generate more revenue per passenger. In its September 2024 announcement, the company said its research found that 80% of Southwest customers and 86% of passengers who choose other airlines wanted assigned seats. These are company-published research figures; the reviewed announcement does not independently establish the survey methodology.
#1 Best Overall
- 【Upgraded Air Valve Design】This upgraded travel seat cushion is designed for portability,featuring a small air pump embedded inside. Simply press the valve repeatedly to inflate. Compared to the previous model,there's no need to carry an air pump, and this inflatable seat cushion can be folded and stored in the included storage bag,maximizing storage space. After inflation, the air release valve can be opened to adjust the amount of air inside the plane seat cushion.The dual-layer valve design ensures a better seal.Effectively mitigating the fatigue associated with prolonged sitting.
- 【Human-Curved Hip Design】 This travel cushion distributing pressure on the sciatic nerve and bones, as well as the discomfort caused by hard seats and prolonged sitting. It does not impair blood circulation while reducing hip flattening and pigmentation caused by prolonged sitting. This airplane seat cushion for long flights makes sitting easy and no longer a burden.This cushion provides optimal support and unparalleled comfort.
- 【Premium plane seat cushion for long flights Material】The seat cushion for airplane is made of high-density nylon TPU combined with fabric, which is waterproof, wear-resistant, easy to clean, and machine washable. Compared to materials such as sponge and latex, it will not age or sag. The bottom of the air cushion has anti-slip rubber dots to prevent slipping. After use, open the air release valve, press the cushion to release air, and then fold it up for easy storage in the storage bag. Designed for easy portability.
- 【3D Airbags】This inflatable seat cushion for air travel consists of 42 interconnected airbags. The airflow between the airbags adjusts to your body's curves, intelligently distributing pressure. The spherical structure of the airline seat cushion for long flights can easily support up to 200 kg, providing excellent weight-bearing capacity and optimal support for the hips and lower back, relieving tailbone discomfort. The airbags feature a mesh-like heat dissipation structure, effectively reducing heat buildup in the legs and hips. Ensuring a secure grip and preventing slippage on most surfaces.
- 【Wide Range of Applications】This butt cushion for long sitting is suitable for various scenarios: wheelchairs, dining tables, office chairs, airplane and train seats, etc. It can maintain elastic support for a long time and prevent the air cushion from collapsing over time, providing all-round protection for prolonged sitting.This travel seat cushion for airplane is suitable for office workers who sit for long periods, long-haul flight passengers, and those who need lumbar support.And as a wheelchair cushion
In January 2026, CEO Bob Jordan said the airline expected earnings upside depending on how booking behavior developed. He identified possible growth from close-in booking upsells and from business and leisure customer segments. Those were potential drivers, not reported seat-only earnings.
Does Southwest expect assigned seats to make more than $1 billion?
The available Southwest sources do not substantiate a forecast of more than $1 billion from assigned seating alone. The figure is easy to confuse with wider company targets, but the distinction matters for assessing both the business plan and passenger claims about seat charges.
Rank #2
- Versatile Comfort Companion: Experience unmatched comfort anywhere with ComfiLife Foldable Seat Cushion, perfect as a travel seat cushion for airplanes, stadium seat cushion, a supportive bleacher cushion for stadium events, and a portable seat pad for outdoor adventures like camping, hiking,picnic and kayaking.
- Ergonomic Support for Travel: Designed with your well-being in mind, our travel-size cushion doubles as an airplane cushion and seat pad, ensuring comfort during long flights, road trips, and extended sitting periods at events such as games, concerts, movies or while paddling in your canoe or kayak.
- Innovative ErgoGel Design: ComfiLife Portable Seat Cushion utilizes cutting-edge gel technology to distribute weight evenly, preventing hot spots and ensuring a cool, comfortable sitting experience, even after extended periods. It's a game-changer for long flights, and a versatile choice for your bleacher seat, stadium seat, kayak seat, boat cushions and more.
- Compact, Foldable & Portable: This small travel pillow easily transitions into a compact, foldable seat cushion, making it a top pick among travel essentials and a must-have for any stadium seats, movie theaters, church benches or any hard surface, ensuring you're always sitting comfortably. Chair cushion easily fits in your backpack and can be attached to your carry on with its elastic wrap.
- Built to Last: Crafted with high-quality materials, our travel cushion is not only foldable and portable but also exceptionally durable, designed to withstand the rigors of daily use in various environments, from busy airports to rugged outdoor terrains.
| Figure | What Southwest said it covers | What it does not establish |
|---|---|---|
| Approximately $1.8 billion for full-year 2025 and $4.3 billion for full-year 2026 | Southwest’s second-quarter 2025 earnings release maintained these initiative EBIT contribution targets for a slate of initiatives. | They are not assigned-seating revenue or a seating-only forecast. |
| $875 million for the three months ended June 30, 2026; $1.591 billion for the six months ended June 30, 2026 | Southwest’s July 23, 2026 Form 10-Q reported passenger ancillary revenue sold separately. The company said the increase over the comparable 2025 periods reflected bag fees, assigned and extra-legroom seating, and co-brand impacts. | The filing does not isolate seat revenue, so these totals cannot be attributed to seat rules alone or treated as a forecast of future seating revenue. |
The targets are initiative EBIT contributions, while the later figures are reported ancillary revenue. They measure different things and cover different periods. Neither supports saying that assigned seats alone will bring in more than $1 billion.
What else changed for Southwest passengers?
Passengers who need more space
The Associated Press reported that passengers who need extra room must purchase an additional seat in advance under the revised policy. Refunds may be possible, but are no longer guaranteed; eligibility depends on availability and fare class. Travelers who need an extra seat should check Southwest’s current terms before booking.
Free tools Windows power users keep installed
One-click scans. No signup required.
Rank #3
- Versatile Outdoor Seat Cushion: This inflatable seat cushion provides the comfort of home, whether you're in the stands, in a kayak, or relaxing around a campfire
- V-Shaped Comfort: Whether used as a stadium seat, camping seat, canoe seat, or kayak seat cushion, the V-chambered design ensures comfort from the highest peaks to the lowest valleys
- Compact, Portable Seat Cushion: Our outdoor cushion easily compresses down to 3.5 by 1.5 inches, smaller than a lighter, when deflated, while providing 14 by 14 inches of cushion inflated; Throw this waterproof seat cushion into your backpack and go
- Durable Design: These stadium seats are made of a strong polyester material that ensures the V Seat holds up under various conditions
- Get Outside with Klymit: Focus on soaking up your time outside with friends and family and spend less time worrying about your lightweight camping gear
Checked baggage
Southwest also ended its decades-old free checked-bag policy for most travelers in May 2025. That is a separate change from assigned seating, even though bag fees later formed part of the company’s combined ancillary-revenue reporting. Southwest’s 2024 announcement had said its research supported retaining two free checked bags because the company believed changing the policy would reduce demand by more than fee revenue; it subsequently introduced fees for most fare products.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.What the “price-gouging” claim can—and cannot—establish
The title’s “price-gouging” wording should not be read as a verified quotation from a particular passenger. The reviewed coverage, including the AP report, does not establish who used that phrase or document it as a traceable passenger quote. Nor does the financial information establish that seat charges alone produced a particular revenue total. What is established is that Southwest introduced assigned and extra-legroom seating, described revenue growth as one rationale, and reports some seat-related revenue within broader totals that also include other sources.
Rank #4
- Built for Long Flights: Designed for long hours of sitting on airplane seats, this inflatable travel cushion adds a softer, more supportive layer between you and a firm seat. Ideal for long flights, business trips, vacations, airport waiting areas, and daily commuting.
- Press-Type Built-in Pump:No mouth blowing or extra pump needed. The built-in press pump lets you inflate the seat cushion by hand, while the air valve makes it easy to adjust firmness or deflate after use. Simple, clean, and travel-friendly.
- Adjustable Sitting Comfort:Control the air level to match your preferred firmness. The air-cell surface helps spread sitting pressure more evenly, making it a practical portable cushion for airplane seats, car seats, office chairs, wheelchairs, and other hard seats.
- Portable for Travel & Daily Use:Lightweight and easy to carry, this inflatable seat pad is made for travelers who need comfort without bulky foam cushions. Use it on planes, in cars, at work, while camping, or anywhere you need a compact sitting cushion.
- Stable & Comfortable Cushion Design: The contoured cushion design provides a wider sitting area and a more stable feel. Suitable for most airplane seats, car seats, office chairs, and wheelchairs, making it ideal for travel, work, and everyday use.
For an individual traveler, the practical cost depends on the flight, fare and seat choice. Compare the total trip price—including any seat-selection charge, extra-legroom option, additional-seat requirement, and checked-bag fees—with alternatives before booking. The sources covered here do not provide a complete, current comparison of Southwest’s seat prices with other airlines.
Quick Recap
Product prices and availability are accurate as of the date/time indicated and are subject to change. Any price and availability information displayed on Amazon at the time of purchase will apply.
What’s actually slowing this PC down?
Pick the symptom - the matching free tool is one click away.
