Southwest Airlines has announced the historic shift we said was coming to Hawaii flights, including assigned seating and premium seating, marking one of the most significant changes in its five-decade history. This change, which introduces extra legroom on long Hawaii flights for the first time, will significantly impact competitiveness on long-haul routes such as those flights to Hawaii. It also raises a number of Hawaii specific questions, some of which were left hanging, for today.
In their press release today, Southwest stated, “We are thrilled to introduce assigned seating and premium options to enhance our customers’ travel experience. This change aligns with our commitment to provide exceptional service and comfort.”
Previously, Southwest Hawaii passengers scrambled more than most to get the best seats.
The practice has been particularly challenging on flights to and from Hawaii, which are some of the longest in the airline’s network. The newly assigned seating system aims to streamline the legacy open-boarding process, enhancing passenger satisfaction and comfort.
Moreover, with up to one-third of the plane set to feature premium or extra legroom seats, Southwest will offer a more comfortable option for Hawaii travelers willing to pay a premium. But the question is, how much. Previous to this, we’ve had to poney up as much as $80 to get to the front of the Southwest boarding line.
This aligns Southwest more closely with the other airlines flying here, which they hope will give them a competitive edge in Hawaii flights, where enhanced comfort and service are highly valued ($$$) in every sense.
Beat of Hawaii
Exactly where did Hawaii go missing in the announcement?
We reported on April 27, 2024, that Southwest would likely introduce today’s changes. Southwest Hawaii red eye flights are the missed opportunity thus far.
Southwest’s announcement included the years-long awaited or dreaded red eye flights, a move expected to optimize their network and increase aircraft utilization and airline profitability.
However, these overnight flights did not initially include routes to Hawaii, which were anticipated to be among the very first. We believed that both Las Vegas and Hawaii red eye flights would be announced, but in the end, that was just half true. In a somewhat typical switch-up move for Southwest, they previously suggested that it might take years before the red eye flights began, only to then announce that they are coming in just months.
This exclusion of Hawaii may be due to the logistical ease of starting with mainland routes. Despite this, we expect a Hawaii red eye flight announcement to be forthcoming, perhaps next month, offering further convenience and flexibility for some travelers and an overnight disappointment for others. Over time, there will come a major shift from daytime to nighttime flying on Southwest Hawaii return flights to the mainland.
According to the press release, “Booking on initial routes is available today through Southwest.com, with the first overnight flights landing on Valentine’s Day 2025 in five initial nonstop markets: Las Vegas to Baltimore and Orlando; Los Angeles to Baltimore and Nashville; and Phoenix to Baltimore. Southwest plans to phase in additional red eye flights in the carrier’s coming schedules as part of its multi-year transformation to a 24-hour operation.”
Could free checked bags become another option?
In addition to the absence of Hawaii red eye flights, the announcement did not address any potential change in the current policy of two free checked bags, leaving questions about whether this benefit will continue on long Hawaii routes. There is growing speculation that Southwest might consider checking bags an ancillary feature, similar to other airlines. If this change is implemented, it could further affect the cost of traveling to Hawaii, especially for those who rely on the current policy of two free checked bags.
What news means for Southwest Hawaii travelers.
For Hawaii travelers, securing an extra legroom seat and assigned seating could significantly enhance the comfort of the long flights. This is a notable shift from the “cattle call” boarding process, potentially making Southwest a more attractive and highly competitive option for those seeking comfort on their Hawaii travels.
At the same time, with so much of each plane dedicated to premium Hawaii flyers, it again appears certain that both premium seats and fewer non-premium seats will translate to higher ticket prices and greater profitability for Southwest.
How much will premium seating cost on Southwest Hawaii flights?
The new seating options could become expensive, and we don’t know yet what the price range will be. As with other airlines, demand will vary greatly, driven by dynamic pricing technology. It could easily be up to $200 each way, or more, influenced by route, seasonality, and demand.
What were the biggest Southwest announcements before today, including Hawaii flights?
Here are some of the most significant announcements as we reflect on Southwest Airlines’ history:
Commencement of service in 1971. When Southwest started flying with three Boeing 737 aircraft serving Dallas, Houston, and San Antonio.
Flying outside of Texas in 1979. The airline began expanding with flights to nearby states, eventually growing nationwide. This began their becoming a major U.S. airline.
Southwest went ticketless in 1994 and launched its website in 1995. These were some of their big accomplishments.
Move to international and Hawaii started in 2014. It started when they expanded to include destinations in the Caribbean and Central America, in a big shift away from the U.S. mainland.
Then, in 2019, after a decade of planning, Southwest began flights to Hawaii. Here, they have found a lucrative market, as expected, that remains tricky and highly competitive. Without premium offerings seen today, Southwest has been hamstrung in Hawaii.
More to come on Southwest Hawaii flights and announcements.
Southwest’s Investor Day, which is upcoming, will bring more details about their aircraft reconfiguration and the introduction of new seating options. This may also reveal other developments that will significantly impact Hawaii flights.
Would the introduction of Southwest Hawaii flights featuring extra legroom and advanced seat assignments change your perception of flying with Southwest to Hawaii? What about checked bags as a future option? Please share your thoughts with us.
For more background on this topic, check out our prior article: Southwest’s Strategic Hawaii Advantage: Assigned Premium Seating.
Currently, Southwest flights to OGG are about twice as much as other airlines. So even with the two free checked bags, I’ll fly cheaper on another airline. Once they start assigned seating, even with two free checked bags, they will continue to be less competitive. Southwest is becoming like all the other airlines. I’m glad they’ll be on Google Flights. We won’t have to check two websites to check prices.
Last trip to Hawaii for us. The normal person cannot afford the upgraded seats. Upgrading the front seats,, just make the rest of the seats more uncomfortable. Just like Titanic, be sure to keep the less wealthy, in their place. Squeeze the seats closer together because money talks. Hawaii was only for the rich for years. Looks as if that’s the way it’s going back. Unattainable
Only worth it if southwest offers a two seat premium section. Like all other major airlines have. Southwest wants to play with the big boys then offer a business section. Otherwise forget it.
For us three to a seat is the issue . Especially on longer flights.
Like most of SW’s customers, I strongly disliked the cattle call, particularly because I typically fly with a child too old to qualify for Family Boarding, but too young to sit alone. In recent years SW has been brutal to this demographic of families. This I’ve had to factor in the cost of Early Bird, which too often has resulted in B Group boarding and unnecessary stress added to an already stressful experience. My concern now is that SW will become more expensive or opaque in total cost at the time of shopping for flights.
Southwest just seeing how much other airlines rake in on optional seating pricing and deciding they want theirs too. They will need to find a way to stand out or just be another option with zero loyalty. If they wanted to start boarding from the back with assigned seating, they’d maintain their “difference” and make the process more efficient. But those premium payers have to “go first” or they feel less…
It’s about time. I quit flying Southwest when I upgraded to “A” boarding and watched about 20 people “pre-board”, more than a few with clearly no disability. People learned how to game their system. This takes the burden off SWA and people can fake it all they want, it still won’t improve their seat unless they pay like everyone else. And who Liked lining up like cattle? Really? But lets get real, the likely reason flight numbers are down is because of their terrible on-time record. When they solve that problem I am all-in with Southwest again.
when southwest says that 80% of their fliers wanted to eliminate open seating they are clearly lying, as you can see by public reaction today.
i predict this will backfire
Don’t touch the free bags and Companion Pass and SWA will keep my business. Change those things and they become like everybody else.
BTW… with assigned seats, do the “miracle flights” now become a thing of the past? 😉
Exactly… I hope those miracle flights disappear.
Unfortunately the companion pass would be the only reason I would have to fly with SWA. They should offer a true business class. So we can have two seat rows.
Otherwise all three seat planes suck even with extra legroom.
Plus I hope A-list preferred will get first options on picking seats. So have a chance grabbing the one of only two , two seat rows on the 800 max.
I think they are long overdue for assigned seating… this is a good way to address people trying to skip ahead of others to better boarding positions as a couple if one has A boarding and the other has B for example, and people that take advantage by claiming to have a disability so they can board before others, yet when they disembark at their final destination, they suddenly no longer need a wheel chair or any assistance.
I had stopped flying SW for the above reasons, I may have to rethink this now.
1. no free bags= no longer loyal fliers and preferred airline.
2. Higher prices= less loyal passengers and fewer trips to HI. This will not only hurt SW, but also HI businesses.
3. Too many changes and fiddling with the brand will be no different than what Bud Light and Coke experienced. You’d think companies would learn by now.
I am very sad to say I will miss the way the seating is now. If you want priority seating you can pay for it. The way they do it goes smoothly with the exception of people standing in the aisle to get their luggage in. I think we can always use more legroom, but you don’t have to add first class seating and paid seat assignments to do that. I think the other airlines lose out because people like me don’t travel with them, because you pay for the ticket (which the seat should be included) and than you have to pay additional for the seat assignment and than pay for each price of luggage! Flying is getting so expensive. You will have less and less people flying. Because the average family can’t afford it. I always picked southwest because of the no hassle seating arrangements. I get my priority booking and I am on my way!
I love it the way it is.
I don’t look forward to changes. But I’m sure they will stay my favorite!
I hope they don’t reduce what is now the most generous economy legroom of any airline in order to sell seats with more legroom. That will get noticed, at least by myself. Hawaiian has the least amount of legroom. seatguru.com
I will be very interesting o watch his unfold
We used the last of our miles to book a trip to Hawaii this winter. After that, we will be moving on to another airline. I plan to close all of our Chase SW branded cards and look into another carrier’s offerings. Southwest will be giving up all of things that attracted us to the carrier in the first place. If they want to lose their uniqueness and be like everyone else, then there is no reason to stay and may make more financial sense to use another carrier.
I’ve always liked SW’s methodology but if they change as reported it will be about price for us.
If Southwest adds premium seats, I will be inclined to fly them rather than my preferred airline (HA) that may file for bankruptcy for a 3rd time if the Alaska deal is nixed by the DOJ.
Any word on food beyond pretzels?
Hi Rod.
Great question. They aren’t set up for food so we’d say no. Maybe premium snacks?
Aloha.
Hopefully, they will have food we can pick up as we enter the plane. Or they have a way of serving food prepared locally. It will be difficult, but food comes with better seating and higher fares.