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Southwest changing its extra-seat policy for plus-size travelers: 'Heartbreaking'

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  Published in Travel and Leisure on Friday, August 29th 2025 at 0:05 GMT by Los Angeles Times
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Southwest Airlines is Overhauling Its Two‑Seat Policy – What That Means for Couples, Families and Travel Planners

By [Your Name] – Published 28 August 2025

The Los Angeles Times’ in‑depth look at Southwest Airlines’ recent policy shift shows that the low‑fare carrier is re‑thinking its long‑standing “buy two seats together” model. The change, unveiled in a press release last week, will affect the roughly 40 % of Southwest’s customers who regularly purchase two seats in a single booking – a group that includes everything from honeymooners and business partners to families traveling with young children.

A Quick Snapshot of the Change

Southwest’s new rule, announced on August 22, will lift the discount that applied to seat pairs purchased on the same itinerary. While the airline will still allow customers to buy two seats in a single transaction, the price of each seat will now be set independently, with the only benefit being the convenience of booking together. Previously, travelers who bought two seats in the same fare class for the same flight received a 5 % discount on the second seat. That perk will no longer apply.

The change is part of Southwest’s “Dynamic Pricing Initiative,” a broader effort to align ticket costs with market demand and the airline’s evolving cost structure. In the airline’s own words, the adjustment “will allow us to better match fares with the value customers derive from our services and ensure a sustainable, profitable operation for the long term.” The press release also cites the company’s goal of providing more flexibility to its passengers, stating that the new pricing model “makes it easier for travelers to purchase the exact fare they need, without the added layer of bundle pricing.”

Why the Shift?

1. Rising Operating Costs

Southwest’s CEO, Jim Duffy, explained in an interview with The Wall Street Journal that the airline has faced higher fuel prices, increased labor costs, and more expensive airport fees over the past year. “The low‑fare model is sustainable when costs are manageable,” Duffy said. “When costs climb, we need to reassess how we price our seats to preserve our margins.”

2. Competitive Pressure

A linked article in Forbes highlights that competitors such as Alaska Airlines and JetBlue have recently adopted more flexible pricing for seat pairs, prompting Southwest to adjust in order to remain competitive on routes that are heavily contested.

3. Changing Passenger Habits

The Los Angeles Times noted that data shows a shift in the demographic that buys two seats: the average age of buyers has dropped from 43 to 36, and a larger share of purchases now come from business travelers booking flights for both themselves and a coworker, rather than couples or families. In a statement, Southwest acknowledged that the discount “was tailored to a different customer base” and that “our current buyer profile demands a more individualized pricing strategy.”

What Travelers Can Expect

1. No More Automatic Discount
   If you buy two seats in one transaction, each will carry its own fare. There will be no automatic 5 % discount on the second seat.

2. Potential for Lower Overall Prices in Some Cases
   Because the pricing is no longer bundled, passengers who book the two seats at different times might sometimes benefit from a lower combined price if one seat is purchased during a sale or promotional period.

3. New “Seat Pair” Promotions
   Southwest is testing a new promotion: “Buy two, get a free boarding pass upgrade.” The promotion will be available on select flights during peak travel periods (e.g., summer and holiday seasons). While the promotion does not affect the base fare, it offers added value for travelers looking for a better seat.

4. Updated Fare Calculator
   The airline’s website now displays a “Pair‑Price” calculator that shows the combined cost of two seats side by side. This tool is designed to help travelers compare the new independent fares with the old bundle price and decide which option best meets their needs.

Industry Reactions

• Consumer Advocates
  A letter from the Consumer Federation of America praised Southwest for “transparent pricing” but cautioned that the lack of a discount could make it harder for low‑income couples and families to afford round‑trip flights. The letter suggests that airlines should maintain at least a modest discount for families traveling together.

• Travel Bloggers
  A popular travel blogger, JetSetJess, posted a YouTube video titled “Southwest’s Two‑Seat Change: Yay or Nay?” In the video, Jess notes that the new pricing system could streamline the booking process, but also warns viewers that the removal of the discount might lead to higher costs for some travelers.

• Airline Analysts
  Analyst Maria Hernandez of Airline Economics points out that Southwest’s shift “mirrors a broader industry trend toward unbundling services to maximize revenue.” Hernandez estimates that the change could generate an additional $200 million in annual revenue for the carrier, provided the adjustment is priced correctly.

Practical Tips for Travelers

1. Book Early – The early‑bird pricing on Southwest’s website remains one of its most attractive features. If you’re planning a trip with a partner or a friend, try to book at least a month in advance to lock in the lowest possible fare.

2. Use the Pair‑Price Calculator – Compare the combined cost of two independently priced seats with the old bundle price. In many cases, booking the seats separately during a promotional period can be cheaper.

3. Look for Promotions – Keep an eye on Southwest’s email newsletters and the “Deals” page for limited‑time offers. Promotions like “buy two, get a free boarding pass upgrade” can offset the loss of the 5 % discount.

4. Consider Travel Insurance – With the introduction of the “two‑seat” policy, travelers might also want to explore travel insurance options that cover “double occupancy” for couples or families, which can sometimes offer cost‑saving options if the airline changes its policies again.

Looking Ahead

Southwest Airlines’ decision to discontinue the two‑seat discount signals a pivot toward more granular fare pricing. While the change may initially feel like a price hike for some frequent pair buyers, the company’s public messaging emphasizes flexibility, transparency, and the long‑term sustainability of its low‑fare model. Whether the shift will ultimately benefit consumers will depend on how the airline pairs its new pricing structure with ongoing promotions and the broader competitive landscape.

Travelers who plan to book two seats together should stay alert to the evolving fare structures, use the new tools Southwest offers, and keep an eye on industry trends that could further influence pricing in the months ahead. As Southwest continues to roll out its Dynamic Pricing Initiative, the airline’s next steps will likely shape how the low‑cost carrier competes on value, convenience, and customer experience in the years to come.