Too Early to TellPricing
Bob Jordan, CEO: “Shifting to assigned and premium seating will unlock significant new revenue and attract customers who previously avoide...”
Southwest · July 25, 2024 · Q2 2024 Earnings Call
The Promise
“Shifting to assigned and premium seating will unlock significant new revenue and attract customers who previously avoided Southwest.”
Bob Jordan, CEO · July 25, 2024 · Q2 2024 Earnings Call · Source
Target
Metric: Revenue from premium seating
Deadline: December 31, 2026
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What Actually Happened
Verdict:Too Early to Tell
Assigned seating launched January 2026. Early data is mixed — Southwest has seen some new premium bookings but also lost loyalty from long-time open-seating advocates. Full revenue impact will take several quarters to evaluate.
Actual result: Early implementation; revenue impact unclear
Source: Southwest earnings reports (checked Jun 2026)
Timeline
July 25, 2024
Promise made by Bob Jordan, CEO via Q2 2024 Earnings Call
December 2026
Stated deadline
June 2026
Evidence checked — Too Early to Tell
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