Southwest launches assigned seating

Southwest flight WN3575 became the first operation in the airline's more than 54-year history to operate with assigned seats when it took off 5:40 a.m. local time in San Juan enroute to Orlando, AirNav Radar data shows.
Twenty minutes later, WN4974 took off from Manchester, N.H. headed to Chicago Midway. The airline treated bleary-eyed, early-morning flyers to gate celebrations for both flights. 
"In true Southwest fashion, the company is marking the occasion throughout the day with employees and recognizing the culmination of an 18-month transformational journey," Southwest said. 

"In true Southwest fashion, the company is marking the occasion throughout the day with employees and recognizing the culmination of an 18-month transformational journey," Southwest said.  Reserved seats, including Southwest's new extra-legroom seats, have been on sale by the airline since July 29, with availability gradually expanding since then. The beginning of operations with those assigned seats marks the last of the major initiatives that Southwest has thus far announced as part of its transformation to a conventional U.S. airline business model.  Among the most noteworthy customer-facing changes Southwest implemented last year were the end of its free checked bags policy, the introduction of a basic economy fare and interlining with other air carriers, both in the Europe and Asia.  By assigning seats and offering extra-legroom seats, Southwest is targeting higher ancillary revenue. The airline now charges extra for both extra-legroom seats and for standard seats located toward the front of the plane.   In conjunction with its Tuesday launch of assigned seating, Southwest has introduced a new boarding procedure. Gone is the airline's long-used process of having flyers line up alongside numbered silver columns in groups of 30, beginning with boarding numbers A1-A30 and ending with numbers C31-C60.  Instead, Southwest now has eight boarding groups. Flyers will line-up in two alternating lanes with digital screen displays showing which group is boarding. The airline is also setting aside separate areas for pre-boarding and priority boarding.   Groups 1 and 2 are for flyers with Southwest's top Rapid Rewards loyalty status of A-List Preferred, as well as those who purchased the top-level fare, called Choice Extra, and those who have extra legroom seats. Groups 3-5 are for flyers with A-List loyalty status, as well those who purchased its second most expensive fare product, called Choice Preferred. Rapid Rewards co-branded credit card holders who don’t have an earlier boarding group will also be in Group 5.  Groups 6-8 are for flyers who purchased the second-from bottom Choice fare product, or the no-frills Basic fare, and who don’t otherwise have an earlier boarding group.