DALLAS—Give Southwest Airlines credit. The lighthearted airline that cracks in-flight jokes can make even the most dramatic changes seem like a win for all travelers. The airline paraded people through a shiny new Boeing 737 MAX 8 decked out with rows of cushy extra-legroom and “preferred” seat sections,

One of the signature parts of the Southwest Airlines experience has long been the idea that boarding position mattered a lot because of first-come, first-served seating. With that characteristic going away, Southwest says it will "evolve" its boarding process.

Sales for assigned seats are expected to begin in the second half of 2025, and the first flights with the new model will operate in the first half of 2026.

The Dallas-based carrier hopes to return to profitability with its new assigned seating model and a handful of new red-eye flights.

Fare shake. Most travelers who arrive late to their destinations and with their luggage missing will not be mollified by free drinks and frequent-flyer miles. Southwest Airlines Chief Executive Bob Jordan and his management team are trying to placate the carrier’s suffering shareholders in a similar way.