Why Southwest just broke its 50-year boarding tradition

Southwest Airlines, known for its low-fare, no-frills model, is ending open-seat boarding. The company will switch to assigned seats, citing that 80% of customers prefer an assigned seat. The change will also allow the company to charge some passengers more for premium seats. Southwest’s open-seat boarding process has been central to its brand identity and operating philosophy. However, the move shows the airline becoming more like its competitors. The switch may help Southwest improve its profitability amidst competition from major carriers and ultra-low cost carriers.