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Southwest Airlines Enhances Travel Experience

In a move aimed at boosting customer satisfaction, Southwest Airlines Co. has announced a series of exciting updates to its service offerings. Starting today, customers can look forward to amore tailored travel experience from booking to arrival. Among the key changes are the introduction of assigned seating, premium seating options, and new fare bundles—all designed to improve the convenience and comfort of traveling with the airline.

Your Choice of Seating

As of January 27, 2026, all tickets will include assigned seating. This means that customers can select their preferred seating at the time of booking—something that has been a significant request from travelers. Customers connecting through Southwest from transoceanic flights, including those from Icelandair and China Airlines, will also have the option to choose their seats across their entire itinerary. However, until the new policy is enacted, the airline will maintain its traditional open seating approach for flights scheduled before this date.

Gateway to St. Thomas

Travelers interested in visiting stunning destinations can rejoice as St. Thomas, located in the United States Virgin Islands, is now officially on sale for flights via Southwest. The inaugural roundtrip flight from St. Thomas to Orlando is set to operate on February 5, 2026, with additional services to and from Baltimore/Washington starting February 7, 2026. This marks the beginning of Southwest's expansion plans that will unveil more new destinations in the upcoming summer months.

Seasonal Service Options

As we enter the season of winter, Southwest is providing its customers a choice of sunny destinations to escape the cold. Seasonal services will return for various routes, connecting the northeastern U.S. to vibrant locations in Florida, and services between the upper Midwest and destinations like Phoenix and Palm Springs.

Additionally, cities aiming to beat the spring break traffic at Orlando's theme parks will benefit from resumed seasonal routes connecting to and from Boston, Portland (Maine), Salt Lake City, and Tulsa. The schedule is open for booking through March 4, 2026, ensuring travelers can plan ahead for spring and beyond.

Joining the Rapid Rewards

Travelers who want to enhance their experience further can sign up for Rapid Rewards®. This loyalty program allows members to collect points through flights and on purchases made with program partners. Points can be used flexibly, giving members additional options for redeeming rewards. Moreover, for a limited time, new Rapid Rewards Plus, Priority, or Premier credit cardholders can earn a generous bonus of 100,000 points after a minimum spend, making it a great time to join this rewarding program.

About Southwest Airlines

Since its inception in 1971, Southwest Airlines has been committed to providing accessible, reliable, and affordable air travel. The airline currently operates at 117 airports across 11 countries and is celebrated for its exceptional service and customer loyalty. With an employee base of over 72,000, the motto of treating customers like family remains central to Southwest's operations. To learn more about the airline's services, community initiatives, and booking options, you can visit Southwest.com.

With these new enhancements, Southwest Airlines aims to redefine the air travel experience and express its dedication to exceptional customer service, ensuring that every journey is more enjoyable and memorable.