Did Southwest make a mistake? Earlier this year, the airline announced their signature “open seating” will be left on the tarmac beginning in 2025 after a 50-year run. Driven by the pursuit of greater profitability, there’s been some skepticism. Why?
When thinking about Southwest, queueing up in line / open seating is the first thing many (including myself) think of; before free bags, low fares, and flying to smaller / alternative airports. What’s unique about this recall is that the latter three are first looked at from an out-of-pocket cost or convenience perspective first, vs. open seating which puts the experience more front-and-center. Southwest’s decision will provide a case study evaluating utility vs. the emotional connection and identification a customer has with a company’s product that will serve both B2C and B2B companies.
For example, open seating is a key reason some flyers choose Southwest. They don’t want to feel nickel-and-dimed to select a decent seat and appreciate the flexibility. That’s the utility. However, on the perceptional front, removing open seating may cause Southwest to blend in with competitors. Essentially, going against brand.
Rather than focusing on how they will operationally roll-out assigned seats, I think the success of this change will lie in the maintenance of the airline’s overall culture and corresponding marketing. The initial sneak peak of new cabins has earned the airline positive PR, so things seem to be heading in the right direction.
Southwest’s reputation for transparency, fairness, and friendliness are what will buoy it through this transition. And as the airline’s loyalists are in favor of the change – internal polling showing 80% favorability – I think their initial support should be a sign for optimism vs. thinking of this as a move that will land the airline on the Mt. Rushmore of brand blunders.