
Southwest Ditches Open Seating for a Profit-Driven, Group-Based Boarding
Southwest Airlines is moving away from its open seating model to assigned seating loaded by groups using the Window-Middle-Aisle (WILMA) method, backed by a multi-tier boarding scheme that rewards priority boarding, extra legroom, and other perks for frequent fliers and credit-card holders. The change aims to lift profits—Intel says extra legroom could add about $1.5 billion annually—yet experts warn the added perks may slow boarding and complicate operations, reflecting a broader industry push toward revenue optimization over pure efficiency.

