Southwest Airlines' new rules could leave some passengers without a seat

When you think of Southwest Airlines (LUV) , you probably think about the two big things that set it apart: Bags Fly Free and open seating.

For decades, Southwest's policies and the ability to change flights without penalty made it the “no-hassle” airline in an industry notorious for fees and fine print.

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But that version of Southwest is disappearing.

Last year, the Dallas-based airline announced it was eliminating open seating. Earlier this year, Southwest Airlines said the free ride for bags was also over.

Some customers won't miss the open-seating policy, but it's doubtful anyone has ever complained about Bags Fly Free.

Now, another Southwest policy is on the chopping block and could make Southwest less popular with plus-size travelers.

Southwest is doing away with many of its most popular policies.

Image source: Kevin Dietsch/Getty Images

Plus-size passengers may no longer prefer Southwest

Beginning on January 27, 2026 — the same day Southwest's new assigned seating policy goes into effect — the airline's new “customer of size” policy will kick in.

Southwest explained the changes on its website:

“Customers who encroach upon the neighboring seat(s) should proactively purchase the needed number of seats prior to travel to ensure the additional, adjacent seat is available. The armrest is considered to be the definitive boundary between seats.”

People with disabilities have also been able to use adjoining seats for free, or receive a refund.

The change means passengers who require two seats will have to pay for two seats, an expense that some will not be able to afford.

One Redditor even offered a solution: “There could easily be chair and a half seating. A large person generally doesn't fill both seats and rides the crack between, they spill a few inches over both sides. Make a damn row with just two larger seats for their comfort, charge a reasonable amount for the two seat row. It will sell, guaranteed. If in a pinch you gotta pay for 2 full seats so be it but stop shrinking the damn width. Should be basic on an American based airline that you cater to your clientele,” wrote freakinweasel353.

No more preboarding for plus-size passengers, either

The new rules also change how boarding works. Travelers who reserve two seats for comfort will no longer be allowed to preboard. Instead, they'll wait until other passengers have boarded, at which point gate agents will decide if two seats are available together.

If not, those travelers could be rebooked on a later flight. In some cases, passengers who purchased only one seat but are deemed to need two could even be denied boarding altogether.

That possibility is raising concerns that some travelers will take their chances with a single seat, only to face embarrassment and disruption at the gate.

Why Southwest is making these changes

Southwest says these shifts are necessary after several years of sluggish financial performance. The airline has struggled with rising costs, operational hiccups, and increased competition from ultra-low-cost carriers like Spirit and Frontier.

After activist hedge fund Elliott Investment Management took a major stake in 2024, the airline slashed 15% of its workforce, replaced executives, and began dismantling its customer-friendly policies in favor of stricter rules.

The company is betting that cutting perks and reducing flexibility will stabilize its bottom line. But with assigned seating, baggage fees, and a stricter “customers of size” policy, Southwest will look like every other major carrier.

In an industry where travelers already feel squeezed — literally and financially — Southwest's gamble could backfire. The airline that built its reputation on being different now faces the risk of becoming just another airline, and without a customer-friendly identity, it may lose the loyalty that once set it apart.

It all remains to be seen if Southwest is making sound business decisions or destroying everything that made it unique.

As one critic named Moist_Movie1093 wrote, “I hate everything about the new Southwest. Future business school students are going to have a field day dissecting how this brand got killed. Never seen anything like it.”