Southwest Airlines has unveiled a redesigned cabin interior that signals one of the most significant strategic shifts in the company’s history, as it aligns more closely with premium-focused competitors such as Delta and United.
The new design debuted this week aboard a Boeing 737 Max 8 and features an all-blue aesthetic, with refreshed seats, carpeting and lighting. Each headrest now displays a single blue Southwest heart logo, replacing the previous multicolored version. The airline says the changes follow extensive consumer research into perceptions of comfort, colour and overall onboard experience.
Passengers boarding the newly configured aircraft will notice wider seats built by German seat manufacturer Recaro, equipped with adjustable headrests. The cabin now offers USB and USB-C charging ports at every seat and increased overhead storage space, marking a clear effort to modernise the in-flight environment. Designated extra-legroom seating has been added at the front of the aircraft and in exit rows, aligning Southwest more closely with airlines that offer tiered seating options.
These changes form part of a broader transformation within the airline. Starting in January, Southwest will introduce assigned seating for the first time, a major departure from its long-standing open-seating policy, which it plans to fully phase out by 2026. Passengers purchasing extra-legroom seats will receive additional perks, including priority boarding and complimentary snacks and beverages.
In May, the airline abandoned its long-held policy of allowing all passengers two free checked bags, imposing a new $35 fee instead. Additional enhancements are expected throughout 2025, including retrofits to the airline’s Boeing 737-700 fleet to add in-seat charging and offer free Wi-Fi for members of its Rapid Rewards loyalty programme. A full redesign of crew uniforms is also in progress.
The moves come as premium travel demand remains strong across the US aviation sector, while low-cost competitors such as Spirit and Frontier face financial pressure. Industry analysts say Southwest is repositioning itself to appeal to passengers seeking affordability without compromising comfort or digital convenience, particularly on longer domestic routes.
Southwest said the new cabin design represents “the next evolution of the Southwest onboard experience,” adding that more aircraft featuring the redesigned interiors will enter service in the coming months.