Major changes continue to affect Southwest Airlines’ frequent fliers. Gone are the days of open seating, two free checked bags for everyone, and travel credits that never expire. Now, the airline’s once-simple boarding process—where passengers were assigned a letter-and-number combination and lined up accordingly—appears to be the next policy on the chopping block.
The budget carrier has announced a new boarding system launching early next year based on fare tiers. While there may be opportunities to “cut the line,” those options come with added fees and restrictions on how early travelers must book, leaving passengers wondering what happened to their favorite carrier.
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Tony Roach, Executive Vice President Customer & Brand, at Southwest Airlines, said of the changes: "Our Customers want more choice and greater control over their travel experience. The update, however, follows a series of major shifts to the entire boarding system—and ones devoted customers have appreciated most about the budget carrier.
Earlier this year, Southwest ended its 50-year open-seating policy—a change that drew mixed reactions. Some passengers welcomed more control over where they sit (and a better chance to avoid the middle seat), while others were furious, arguing the system was a signature reason they chose the airline in the first place.
Next, Southwest reversed its long-standing commitment to keep the first two checked bags free, citing profitability concerns. Loyal customers—accustomed to the airline’s reputation for avoiding nickel-and-diming—expressed significant disappointment.
Soon after, Southwest ended its “travel credits don’t expire” policy. Credits now expire 12 months from the purchase date, except for Basic Economy, where credits expire after just six months.
Now, yet another update is on the horizon. While this shift won’t raise ticket prices directly, the new boarding procedure may further damage customer perception among those who feel the airline they once trusted is fading away.
How the New Boarding Groups Will Work
Now, as of January 27, 2026, customers will be assigned a boarding group from one to eight, based on fare type. Display screens will show your boarding group number and when it's time to line up and board.
Choice Extra: Groups 1 and 2Choice Preferred: Groups 3 to 5Choice: Groups 5-8Basic: Last to boardIf it seems familiar, it's because it is. The new boarding procedures are simply the same as every other carrier. And, similar to Delta, American and United, passengers can pay for small "perks" to "customize" their seating arrangements, including priority boarding within a 24-hour window—effectively changing the “real” cost of your seat.
According to the new policy, "Priority Boarding allows Customers to upgrade their boarding group ahead of Group 1. This upgrade is available for purchase starting 24 hours before original scheduled departure and can be bought up to 60 minutes prior to original scheduled departure, if available. Priority Boarding is priced per flight, per Customer. A credit card must be used for the purchase of Priority Boarding."
While this new option may make some customers happy since it assures overhead space for carry-on luggage, a fast-track to seating and more, others say it's just another way to nickel and dime customers and could disincentivize loyalty members who've paid for and worked to accrue priority boarding status.
What Customers Have to Say About the Announcement
Southwest, historically known for its flexibility and customer-friendly policies, is facing backlash online. While previous changes sparked outrage, current feedback is notably more resigned and disappointed—but not surprised. One user summarized the sentiment in a post:
“My family just came home from a trip and used Southwest… Once we use all of our points, we’ll be canceling our credit card. I like assigned seating, but hate all the other changes… Once these points are gone, we will be too.”
Others noted how closely Southwest now resembles other carriers with à-la-carte fees:
“Kind of mimics the $19 boarding upgrade on United… Whatever exists at AA, United, and Delta gets ported over somehow. WN picked up the crazy boarding groups from AA, baggage fees from all, etc.”
Many customers fear that Southwest is abandoning its core value proposition—and with it, potentially its most loyal customers.
“It’s the same planes. They don’t run out of bin space until late boarding groups, even on full flights… Paying extra to board before Group 1 seems silly unless they’re just trying to squeeze money out of Basic fare customers worried about gate-checking. You know, their core customers.”
Related: Delta Just Quietly Dropped a Game-Changing New Seat Category
Sources:
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