As a Travel Agent and loyal customer of SWA for over 12 years, I find the idea of switching to assigned seating quite risky considering the current airline market. Open seating is one of, if not the biggest reason people fly Southwest. As a frequent flyer, I dread the flights I have to make on other carriers (unfortunately SWA doesn't fly everywhere). The reason, primarily because of assigned seating. SWA has managed to set themselves apart in the airline industry. They are a constant source of reliability in an otherwise unreliable market. By switching to assigned seating, you will become what the other airlines are: a-run-of-the-mill, I-will-fly-you-if-I-have-to airline. People will be given less and less reasons to choose SWA, and they will probably only end up flying with you if you offer the lowest price. That should not be the only reason customers fly SWA. There are many times that my clients will travel on SWA because of the open seating feature, even if another carrier offers a lower fare. Its not just about money anymore. People want quality, they want options. Take away open seating, and you will take away the #1 feature that sets you apart from everyone else. Then instead of being THE airline that people want to fly, you become one of many airlines that people have to choose from.
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