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Southwest Airlines’ (LUV) move to end open seating—a feature in place since the 1970s—came into effect this week, and while some loyalists and long-time customers have lamented the change, investors have given it their emphatic approval.

Southwest on Wednesday forecast a sharp surge in profitability this year as assigned seating and other premium offerings begin to reshape its revenue model, sending its shares up more than 16%.

The airline said it expects earnings per share of at least $4, far above analysts’ expectations of $3.32 and more than triple the 93 cents it reported in 2025.

The company noted that its guidance was at the lower end of its internal forecasts but still comfortably above Wall Street consensus.

From egalitarian seating to monetised choice

Southwest’s transition reflects a broader recalibration of its business model, as the airline seeks to move beyond its traditional no-frills approach.

While fourth-quarter performance benefited from initiatives such as checked-bag fees, the company expects assigned seating and extra-legroom options to drive a more substantial boost in earnings this year.

Charging premiums for seat selection, baggage, and other add-ons could lift Southwest from mid-tier profitability to industry-leading margins, chief executive Bob Jordan said in an interview cited by the Wall Street Journal.

“This is all about the ability for folks to buy up to the product that they want,” Jordan said, describing the new tiered seating system that includes a basic economy fare with limited flexibility and seats assigned at check-in.

Southwest has argued that the move responds to evolving customer preferences rather than abandoning its core identity.

Executives say many existing customers have long wanted assigned seating, while holders of Southwest credit cards will continue to enjoy benefits such as a free checked bag and fee-free seat selection.

A transformation driven by industry pressures

The airline’s strategic shift comes amid intensifying pressure across the aviation industry, where razor-thin margins have forced carriers to extract more revenue from each flight.

Southwest last year rolled out what it described as the most ambitious transformation in its history, including bag fees, basic economy fares, extra-legroom seating, loyalty programme changes, expanded online distribution, and free Wi-Fi for loyalty members.

The overhaul coincided with pressure from an activist investor and a recognition that the airline’s long-standing model was becoming harder to sustain in a market dominated by increasingly sophisticated pricing strategies.

Southwest also exceeded cost-reduction targets, carried out its first layoffs of non-contract and management staff, improved operational reliability through technology upgrades, and returned $2.9 billion to shareholders through buybacks and dividends.

“That foundation positions us well for long-term success and sets the stage for significant earnings growth this year,” Jordan said.

Early signs suggest that customers are not being deterred by the changes.

The airline reported strong bookings in the first weeks of the year, indicating that demand has remained resilient despite the introduction of new fees and pricing tiers.

Analysts bullish on transformation plan

Southwest reported fourth-quarter adjusted earnings of 58 cents a share on record revenue of $7.4 billion, up 7.4% from a year earlier and broadly in line with analyst expectations.

Although revenue per available seat-mile dipped slightly due in part to FAA-mandated service cuts, the airline expects a sharp rebound, forecasting at least a 9.5% increase in the first quarter of 2026.

The stock’s rally has taken it toward its highest level in nearly three years, marking one of its strongest single-day gains since the global financial crisis.

Analysts say the scale of the transformation marks a turning point for the airline.

“Undoubtedly, Southwest is in the middle of the biggest transformation in company history,” Deutsche Bank analyst Michael Linenberg said, hiking his price target on the stock to $54 from $48 while maintaining a Buy rating.

He said the company’s guidance implies more than 300% year-on-year earnings growth, with potential upside if execution exceeds expectations.

Deutsche Bank added that, barring major external shocks, 2026 could be the first year of significant financial improvement from the transformation plan.

Raymond James analyst Savanthi Syth said Southwest’s forecast struck a credible balance at a time when investors remain divided over management’s ability to deliver on its ambitions.

Whether the airline can sustain momentum remains an open question, but its move to assigned seating has already delivered a clear message: in an industry where tradition often collides with economics, profitability is increasingly trumping nostalgia.

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