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21 days

CHOOSE WHAT YOU PREFER! NEW FARE BUNDLES, EXTRA LEGROOM SEATS, ASSIGNED SEATING, AND ST.

1. Starting Jan. 27, 2026, Southwest offers assigned seating options. 2. New route to St. Thomas available for booking beginning Feb. 5, 2026. 3. Seasonal routes connecting Northeast and Florida are being reinstated. 4. 100,000 bonus points offered to new credit card members for limited time. 5. Southwest aims to enhance customer experience with new fare options.

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FAQ

Why Bullish?

The introduction of assigned seating and new destinations can enhance customer satisfaction and demand, likely boosting revenues. Historical shifts towards more customer-focused options have positively influenced airlines' market performance.

How important is it?

The shift towards assigned seating and new routes indicates strategic moves to increase market share, which can significantly affect LUV's financial performance.

Why Long Term?

Changes effective from 2026 suggest a positive long-term growth outlook as customer loyalty and new offers could stabilize revenue streams over time.

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Airline will begin its new seating and boarding process January 27, 2026  Seat maps on Southwest.com allow Customers to choose the seat they prefer , /PRNewswire/ -- Southwest Airlines Co. (NYSE: LUV) Customers have more choice from booking to arrival beginning today with assigned and premium seating available for purchase at Southwest.com®. In addition, the airline's previously announced service to St. Thomas, United States Virgin Islands is now on sale. The Choice is Yours All tickets purchased for travel starting Jan. 27, 2026, will feature assigned seating.  Moreover, Southwest Airlines® Customers can choose their preferred fare bundle, including the opportunity to purchase assigned and premium seating and select a seat at booking. Customers connecting into the Southwest® network from transoceanic journeys with airline partners, currently Icelandair and China Airlines, will be able to select seats for all flights in their itineraries. Flights operating until Jan. 27, 2026, will continue with open seating. See You in St. Thomas St. Thomas, USVI – the first of three new destinations Southwest plans to announce this summer – is now available for booking at Southwest.com for year-round trips. The first daily roundtrip flight between St. Thomas and Orlando is scheduled for Feb. 5, 2026. Peak-day service to and from Baltimore/Washington is slated to begin Feb. 7, 2026. Southwest will volunteer its next new destination when its schedule is extended in August. Seeking the Sun Southwest's schedule is available for booking through March 4, 2026, and the airline is giving Customers many sunny locales to choose from during the coldest months. Seasonal service on numerous routes connecting the northeast and Florida is set to return, as is service connecting the upper Midwest to Phoenix and Palm Springs, Calif. Customers in four locations looking to beat the Spring Break crowds at Orlando's theme parks are in luck–the airline is returning seasonal service between Orlando and Boston, Portland, Maine, Salt Lake City, and Tulsa, Oklahoma. Want even more from Southwest?  Join Rapid Rewards®. As a Rapid Rewards Member, you earn points by flying or spending with our partners. Use them how and when you want. Plus, if you're short on points, you can always purchase more to get that reward you've been eyeing. The reimagined Southwest Rapid Rewards® Credit Cards from Chase now make everyday spending and flying even more rewarding. For a limited time, new Southwest Rapid Rewards Plus, Priority or Premier Consumer Credit Cardmembers can earn 100,000 bonus points after spending $4,000 in the first 5 months from account opening – the best points offer this year. ABOUT SOUTHWEST AIRLINES CO. Southwest Airlines Co. operates one of the world's most admired and awarded airlines, offering its one-of-a-kind value and Hospitality at 117 airports across 11 countries. Southwest took flight in 1971 to democratize the sky through friendly, reliable, and low-cost air travel and now carries more air travelers flying nonstop within the United States than any other airline1. By empowering its more than 72,0002 People to deliver unparalleled Hospitality, the maverick airline cherishes a passionate loyalty among more than 140 million Customers carried in 2024. Southwest leverages a unique legacy and mission to serve communities around the world including harnessing the power of its People and Purpose to put communities at the Heart of its success. Learn more by visiting Southwest.com/citizenship. Based on U.S. Dept. of Transportation quarterly Airline Origin & Destination Survey as of Q1 2025 Fulltime-equivalent active Employees as of June 30, 2025 SOURCE Southwest Airlines Co. WANT YOUR COMPANY'S NEWS FEATURED ON PRNEWSWIRE.COM? 440k+ Newsrooms & Influencers 9k+ Digital Media Outlets 270k+ Journalists Opted In

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