There is never a dull day in Hawaii travel with news like this. Southwest Airlines, known for its half-century long unique approach to air travel, with free checked bags, lack of change fees, and open seating, is widely reported to be planning one of its biggest changes ever.
This shift could improve the company’s lackluster financial performance while greatly enhancing their passengers’ experience. It could have far more significant implications for travelers on their long-haul Hawaii flights, which are among the airline’s furthest routes.
Amid a backdrop of evolving financial and operational challenges, including this week’s reported first-quarter loss of $231 million, Southwest is exploring options to reconfigure cabin layouts and introduce assigned seating.
You may recall we addressed upcoming changes to cabin interiors when Southwest announced their new Recaro seating two months ago. At that point, while no plan was announced, it seemed something didn’t quite add up. The company purchased seats that would save significant room and allow more on each plane but said no additional seating would be added.
Now we see the likely game plan at Southwest, and here’s what it is.
Instead of adding more passengers with Recaro seating, there is now room for a number of rows with “something” extra.
The upcoming changes the industry expects will likely include a premium section with extra legroom and assigned seating, at long last aligning Southwest closely with industry-wide practices that have proven highly lucrative for every other airline flying to Hawaii.
Will any part of the current boarding and seating dynamics be retained?
Southwest’s current system assigns passengers to groups A, B, or C, and then within each group, numbers 1-60, determining the order in which boarding and on-the-spot seat selection occurs.
While we’ve gotten used to this system since Southwest Hawaii flights started, we’ve also noted passengers exploiting loopholes. For one thing, we’ve more than once seen twice as many passengers or more board early with wheelchairs as exited with the chairs.
Southwest assigned seating could include ways to mitigate such issues and streamline the boarding process. This will be particularly beneficial on the 5-6 hour flights to and from Hawaii.
Southwest may well keep their current system, but just set aside a number of seats and rows for a new premium offering.
Editor Jeff has not flown Southwest between Hawaii and the mainland for some time. The seating arrangements, in particular, do not work for him. Many of you have said similar things about Southwest. On the other hand, Jeff frequently flies Southwest interisland and reports that for the short duration flights, Southwest’s seating system isn’t an issue for him.
Potential benefits of new seating options for Hawaii visitors.
The possibility of a guaranteed extra legroom seat together with assigned seating could significantly enhance perceived comfort on these longer flights. Without question, Hawaii visitors and residents alike will want the ability to secure more spacious and comfortable seats, improving the Southwest Hawaii travel experience.
Introducing a premium section could give Southwest a significant competitive edge, which it is now missing in the lucrative Hawaii travel market, where passengers are frequently willing to pay more for enhanced comfort and service.
Beat of Hawaii
The response to these potential changes will undoubtedly be mixed.
Many would-be Hawaii passengers will welcome the opportunity for more comfort and the elimination of the “cattle call.” Others may see such a big change as too much of a departure from the egalitarian principles that define Southwest. This will be an interesting topic, and Southwest will need to be careful not to alienate its loyal passenger base.
How much could Southwest premium seating cost?
Financially, these prospective changes would boost Southwest’s bottom line if the premium seats were priced competitively. We can expect variable pricing based on route, seasonality, and other demand factors. The range of pricing might well be in the area of up to $200 each way, but it could also be lower or higher. That’s where airline dynamic pricing comes into play.
The challenges Southwest faces.
Integrating these new options must not disrupt the strong efficiency that characterizes Southwest’s operations. It comes while the airline seeks workforce reduction and is also trying to achieve greater aircraft utilization, making this all the more challenging.
The impact on Hawaii flights will be a critical consideration.
More so for Hawaii than on most routes, the potential of assigned seating and possibly other premium options presents significant opportunities and challenges.
Details about aircraft reconfiguration and the introduction of new seating options are said to be upcoming at Southwest’s Investor Day. We’ll watch for this event to obtain more insights into the airline’s strategy and how that will affect routes, including Hawaii flights.
Would adding extra legroom and advanced seat assignments change your feelings about traveling on Southwest Hawaii flights?
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Here is what I see. Southwest will charge you more for extra leg room, premium seating ( What ever means). But nothing is being mention about on board services for passengers. Will meals be service (Not cookies and a drink), will in-flight entertainment be provided. Ticket price go up $200 each way but service on board remains the same. Oh plus they may charge you for your bags. At least other airlines with there price you get food not a snack and in-Flight entertainment is provided free.
I think $200. One way is a little steep for no more Hawaii for us
I already travel with SWA often and am an A-List Rapid Rewards customer and am normally in Group A within the first 30 passengers. It’ll be great to book an assigned seat with extra legroom for a cheaper price than other airlines that fly from Hawai’i to the mainland!
I think the comments about the disabled/handiapped are only directed at SWA since it’s not an issue with all the other airlines with assigned seating. I’ve seen many times people wheelchair on the flight, only to walk off. One lady my husband and I saw took her knee brace off and walked out to the parking lot! (she was parked near us) That is what people object to- not legitimate injuries,age or other illnesses/disabilities.
I do fly SWA but not to Hawaii. I might consider it with a premium seat, a meal, legroom and a cocktail-if the price is right. Until then, I will take a reasonably priced Hawaiian airlines first class seat with friendly, welcoming service, a good meal and those delicious mai tais!
I’ve been a SWA flyer for at least the last 20+ years, off and on committed to them depending on my location. However, since making Hawaii a home base, I only use them interisland. The cattle call seating that was their unique feature is now a disaster. I recently booked a flight to the West coast on SWA, paid for biz class, then canceled and booked a flight on Hawaiian. The only reason I did that was that I wasnt willing to roll the dice on what kind of seats would be left after the shenanigans happening at the gate with preboard. It is ridiculous in some markets and I am not willing to take the chance with a 6+ hour flight. I could care less if I am flying interisland and get a middle seat. My HI air cc gets me two free bags.
We love everything about Southwest & book it whenever we can get a nonstop flight. Leg room distributed equally, boarding process, ability to bank canceled flight, 2 bags frees all unique to Southwest. No worries. Don’t change a thing!
Southwest should stay the course. They have the best leg room than all airlines for standard seating. My knees never hit the seat infront of you.
Love southwest. We were on a trip to Nashville from northern California. On day 3 of a 7 day trip we received a phone call from our dog sitter who rushed our dog to a emergency vet. The report wasn’t good and recommended to put her down. I call Southwest and told them the issue. Gave them the vet number and stayed on hold. After being on hold for a few minutes we were scheduled on a flight in two hours. There wasn’t a charge for the change and we were back in northern California before we knew it. They took great care for us!
What other airline would have done that?
Always fly Southwest!
Go Airlines ran Aloha out of business and now Southwest is running Hawaiian out of business. No local carriers, no local jobs, and we all will be forced into their cattle call small planes…if Southwest even sticks around, Go Airlines did not.
All in for these improvements and keeping the morning flights to the mainland!
Factor into the options that the CEO stated new option will not include curtains. Thus special rows become a problem. I think reserved seating with middle empty plus special food and drinks for an increased fee is where they are headed.
The new seats look really uncomfortable.
Hi Chris,
The “same fares” I referred to in an earlier comment are entirely accurate, including all fees, bags, etc. SWA is absolutely not the most affordable airline with the best leg room/seat pitch/overall comfort flying in or out of the SF Bay Area. My nonstop, first class trip on Alaska from AZ to SFO – next week was less than the 2 flight trip with layover on SWA. Perspective based on location and competition are a necessary consideration. None of the flights are cheap, but considering ease of boarding, drink, food and assigned seating, Alaska wins with advance, or very late booking IMO.
Southwest We Love You for having daytime return to mainland flights!! We and TONS of others going to and from Hawaii are baby boomers who don’t sleep on all night planes!! Please don’t stop the day flights and we’re yours forever!
I do not fly SW to Hawaii ever!!! If they had premium seats and assigned seats I would consider it.
I will only fly SW for shorter flights.
Up until this last batch of changes, I’ve been “All In” for SW Air. Premium Credit Card, Gift Cards, tons of frequent flyer miles. Now…
I’ve got three main airports to hit, Bellingham WA (Which they just abandoned), Tucson and Kona.
I fly them because they were simple and straight forward without doing the “Gotcha’s” the other airlines are known for. I don’t see these changes as a plus. Since they don’t hit my “3” anymore, I may need to figure out how to unwind from SW and find another option for travel.
Hi, I am responding to the comment about # of wheelchairs going on and fewer coming off . I am one if the persons who uses wheelchair service ; I can walk slowly and painfully short distances ; but to get to gates from check in is too far for me . If I had to walk would take 3x time with several stops (cramps in ankles ) ; I can get off the plane to gate but need a wheelchair once there. I wish I didn’t have arthritis in my ankles/knee.
Unfortunately too many take advantage.
Could meal service be part of premium seating?
These changes may motivate a new Hawaii traveler to give Southwest a try.
I am not so sure this new strategy will work though. On the mainland from SFO to Nevada and Arizona, the fares they charge already match the higher fares of other airlines – with no extra legroom benefit. I see no advantage to fly Southwest here.
The fares match, but all the extra fees don’t. The seat pitch is much more on SW and they don’t charge extra for it. Look at the extra charges to avoid the back seats for that “same” fare on other airlines. Unfortunately, your statements reflect the futulity of being a decent airline. Most travelers don’t know what they are buying.
Hi Chris,
The “same fares” I referred to in an earlier comment are entirely accurate, including all fees, bags, etc. SWA is absolutely not the most affordable airline with the best leg room/seat pitch/overall comfort flying in or out of the SF Bay Area. My nonstop, first class trip on Alaska from AZ to SFO – next week was less than the 2 flight trip with layover on SWA. Perspective based on location and competition are a necessary consideration. None of the flights are cheap, but considering ease of boarding, drink, food and assigned seating, Alaska wins with advance, or very late booking IMO.
I’m concerned with their increased prices this year and now this that they will become like every other airline. We have flown almost exclusively Southwest for many years. Only flying others when we Southwest doesn’t travel there. Some people actually prefer this process and saving vs paying more. We have flown southwest to Hawaii the two times we have been and it was great. I feel the real issue is that people abusing their system have created so many complaints that now we all have to pay for it. I hope they will find a way to solve the issues and keep being Southwest.
Make preboarders sit behind the wing. That’ll knock out the fakers pretty fast!
Sitting on SWA flight from OAK to LIH as I type this. We are on 737 MAX8, so internet connection (yeah), which is free if you fly Business Select (I am using points; my wife is my “companion pass”). I got A1, which is maybe 3rd or 4th time in my life, but there was no competition – I was only one in A1-15. There is exactly one row of the best seats on the current layout. Row 14, which is an exit row that happens to have an extra 4 inches leg room (feels like an extra foot). I pay for this, in effect, by using ore points or dollars to board early enough to get on of the row 14 seats (two of them, or I am in trouble).