Southwest Airlines boosts customer experience with new cabins

In its quest to improve customer experience (CX), Southwest Airlines recently introduced new cabins and a redesigned process for boarding travelers. The first upgraded cabins debuted Oct. 16, 2025, and they included new seats by RECARO, extra legroom and larger overhead bins.

A response to customer experience feedback 

Other additions worth mentioning are the USB-A and USB-C ports on each seatback for charging devices and seatback design updates. The seats also have a personal electronic device holder. Tray tables have two inset beverage holders each, one for right-handed travelers and another for left-handed ones. And Southwest announced that enhanced snack options are coming soon. This first upgrade was given to a Boeing MAX 8, and all new aircraft will feature these additions moving forrward. 

"Research covering customer and employee perceptions of color, comfort, and aspirations for the overall onboard experience" determined the new design, according to a press release from thea airline. In addition, RECARO designed the seats with feedback from customers and product testing. 

"RECARO seats are intuitively designed for ultimate comfort, while maximizing seat width and overall support," according to Southwest. "Every multi-adjustable headrest cushion features a Southwest heart, while the seat features a sunray pattern." 

Changes to how travelers get on board flights

The airline is also changing how travelers board their flights. Disabled people and military veterans will continue to be among those who board first. Those with perks, like frequent-fliers, qualified ticket type or seat type, or credit card will also be in that group of first-to-board. Rather than using the group system, those with window seats will board next. Those in the center and aisle seats will follow respectively. 

Readers of an article by the New York Post and featured on Yahoo! News were not happy. 

"I've been flying Southwest for more than thirty years," wrote David. "They are trying very hard to lose my business!"

And another, ilona, agreed and added disappointment about other changes that the airline recently made. 

"Sadly, I am in the same position. Loved the seating, no bag fee, etc. Now, just like every other greedy airline. I'll just be looking at fare prices now."

Southwest's transformation

This last reader referenced a previous change the airline announced. Known for being a discount airline, Southwest had not charged for baggage. In May 2025, the airline announced that its famous "bags fly free" policy was ending. Now, customers pay $35 for the first checked luggage and $45 for the second. 

Having always differentiated itself from the competition because of its no frills and discounted prices, Southwest is redefining itslef. These changes put the airline in line with its competitors. Still, in the latest J.D. Power Ranking of airlines, Southwest was among the winners. 

Although these changes are happening one at a time, the culmination of all of them makes it seem as though Southwest Airlines is changing its position in the market by taking on more traditional airline policies and upgrades. Customers - and those in the airline industry - will be closely watching to see how this impacts CX and customer perceptions. Will the airline become more competitive and lose customer loyalty?

Quick links: 

• ChatGPT's "Instant Checkout" lets shoppers buy inside chat
• Amazon's new grocery line woos customers with lower prices
• Klarna and Google form AI partnership to revolutionize shopping experiences