Southwest Named Best US Airline Ahead of Controversial Assigned Seating Rollout

Southwest Airlines has been named the best airline in the United States, earning industry recognition just as it prepares to introduce one of the most controversial changes in its history — assigned seating.

The ranking highlights Southwest’s strong operational performance, customer satisfaction and network reliability, areas where the airline has traditionally outperformed many of its competitors. Known for its low‑cost model, free checked bags and open seating policy, Southwest has long differentiated itself in the crowded US aviation market.

However, the airline is now preparing to move away from its signature open seating approach by introducing assigned seating across its network. The decision has sparked debate among loyal customers, many of whom view open seating as a core part of the Southwest experience.

Management argues that assigned seating will improve boarding efficiency, enhance the passenger experience for families and business travellers, and unlock new revenue opportunities. Industry analysts also note that the move could make Southwest more competitive with legacy carriers, particularly on longer and higher‑yield routes.

The timing of the announcement is notable, coming as Southwest receives top‑carrier recognition. The ranking underscores that, despite operational disruptions faced by the broader US airline industry, Southwest has maintained strong on‑time performance and customer trust.

Critics of the seating change worry that the airline risks alienating its most loyal passengers, especially those who value flexibility and the simplicity of the existing boarding system. Supporters, however, believe assigned seating could reduce stress for passengers and streamline operations during peak travel periods.

As the rollout approaches, Southwest faces the challenge of balancing innovation with brand identity. Successfully implementing assigned seating without eroding customer goodwill will be critical to sustaining its market position.

The recognition as the best US airline suggests that Southwest enters this transition from a position of strength. How passengers respond to the seating overhaul will play a key role in shaping the airline’s next chapter in an increasingly competitive aviation landscape.