During Thursday’s Q4 earnings call, Southwest confirmed some of the most significant changes yet for Hawaii flights. From new red-eye service, 100% assigned seats, and a premium service to intriguing partnerships that we suspect may directly impact Hawaii visitors. Here’s how Southwest is disrupting Hawaii travel once again—starting now.
Red-eye flights to Hawaii will launch soon.
For the first time, Southwest Airlines is adding overnight red-eye service to Hawaii. The first of these flights will take off on Valentine’s Day 2025, with more routes rolling out through June. By midyear, Southwest will operate 33 red-eye markets, including those flights connecting Hawaii with the mainland.
While red-eye flights allow for better aircraft utilization and potentially lower fares, Southwest’s cabin setup raises questions about comfort on overnight flights. Unlike airlines that offer premium or even widebody service to Hawaii with lie-flat seating in business cabins, Southwest operates a single-aisle Boeing 737 MAX 8 with its unique and soon-to-be legacy one-class section.
Southwest said they expect 75% of red-eye passengers to connect to or from another flight. This suggests Southwest will strategically integrate Hawaii into its broader nationwide route network, making it easier for travelers to reach from the islands across the U.S. However, the degree to which these flights will prove comfortable for overnight travelers remains to be seen.
Assigned seating replaces open boarding.
One of Southwest’s biggest competitive distinctions—open seating—is coming to a clear end. The airline confirmed a full transition to 100% assigned seating, which aligns the carrier with industry norms but represents a major cultural shift for Southwest flyers.
This change also sets the stage for Southwest to introduce new paid seating options, allowing passengers to select seats with more legroom or better placement in the cabin. For travelers accustomed to Southwest’s traditional free-for-all boarding, this shift could be significant.
Read: Hawaii Travel Shakes Up: Southwest Tackles Abuse With New Playbook.
Premium seating option coming soon.
Southwest is moving beyond its all-economy layout by introducing a premium seating option. While full details have not yet been disclosed, the airline has revealed that about one-third of seats on its aircraft will feature more space.
The seats will have adjustable headrests, lumbar support, and wider armrests. Southwest has not yet confirmed how pricing will work, but these premium seats will likely be available for an additional fee, similar to offerings on other airlines. We expect it to be positioned somewhere between just extra legroom and a true premium economy offer.
With Southwest continuing to fly only the Boeing 737 MAX 8 on Hawaii routes, this new premium section will likely be the closest travelers get to a business-class experience on the airline.
New Southwest partnerships could touch Hawaii this year.
Perhaps, in some ways, the most unexpected announcement was Southwest’s hint at airline partnerships that will allow for more international connections.
While the airline has not yet revealed specific partners, it is clear that Southwest is looking to expand further beyond its current domestic-only network. This could create new opportunities for travelers flying to and from Hawaii by linking Southwest’s extensive U.S. routes with international carriers.
Ryan Green, Southwest’s EVP and Chief Commercial Officer, said:
“Earlier this month, we signed our first commercial agreement with Icelandair, making them our first partner carrier. And starting February 13, we will begin connecting customers and bags crossing the Atlantic on Icelandair into the Southwest network at our Baltimore station. We will continue to evolve this partnership and plan to also connect Icelandair into our network in Denver and Nashville later this year, which provides even more connection opportunities through shared gateways.”
“We continue to pursue partnership agreements with other global carriers and still plan to announce at least one additional partner carrier later this year.” (Ryan Green, Southwest Airlines).
Beat of Hawaii has some ideas of just what could evolve, and we’ll say that it is very exciting.
What these Southwest changes mean for Hawaii travelers.
With Southwest implementing these upgrades, the airline is taking a more competitive stance in the Hawaii market. The move to assigned seating and premium options could generate new revenue, while red-eye flights and international partnerships may make travel to and from Hawaii more convenient.
However, these changes also signal a shift away from the airline’s original low-cost, no-frills model. For frequent Southwest travelers used to the airline’s open-seating and egalitarian boarding process, this transition may take some getting used to.
At the same time, Southwest is now fully leveraging dynamic pricing for its upcoming premium and assigned seating options.
Andrew Watterson, Southwest’s COO, confirmed this shift, stating:
“We intend to dynamically price the seats and the new product. And we went live with dynamic pricing for our upgraded boarding product this quarter, actually just recently, and that’s going to be…training the models… giving us practices and the processes and technologies for almost a full year here before we go live.”
This suggests that pricing will fluctuate based on demand rather than being fixed when Southwest’s premium seating becomes available. It follows the trend of monetizing seat selection and could impact what passengers ultimately pay for their preferred seats.
With these updates rolling out throughout 2025, Southwest’s Hawaii routes are set for a major transformation. Are you on board?
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