Southwest Airlines Ends Open-Seating Policy After 54 Years
Written by Emily J. Thompson, Senior Investment Analyst
Updated: Jan 28 2026
0mins
Source: Newsfilter
- Policy Change: After 54 years, Southwest Airlines has ended its open-seating policy in favor of assigned seating for all passengers, addressing the 80% of customers who prefer certainty about their seats, thereby enhancing customer satisfaction and competitive positioning.
- Financial Impact: The new seating assignment policy is projected to generate $1 billion in revenue, with overall profitability expected to increase by $4.3 billion by 2026, demonstrating the company's commitment to catching up with competitors' profit margins.
- Customer Feedback: Reactions among passengers are mixed, with some appreciating the assurance of assigned seats while others express concerns about losing Southwest's unique identity, which could affect customer loyalty.
- Employee Response: Southwest flight attendants generally welcome the new policy, believing it will alleviate the stress of passengers searching for seats, thereby improving the work environment and enhancing service quality.
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Analyst Views on AAL
Wall Street analysts forecast AAL stock price to rise over the next 12 months. According to Wall Street analysts, the average 1-year price target for AAL is 17.44 USD with a low forecast of 10.00 USD and a high forecast of 21.00 USD. However, analyst price targets are subjective and often lag stock prices, so investors should focus on the objective reasons behind analyst rating changes, which better reflect the company's fundamentals.
15 Analyst Rating
7 Buy
7 Hold
1 Sell
Moderate Buy
Current: 14.160
Low
10.00
Averages
17.44
High
21.00
Current: 14.160
Low
10.00
Averages
17.44
High
21.00
About AAL
American Airlines Group Inc. is a holding company. Its primary business activity is the operation of a major network air carrier, providing scheduled air transportation for passengers and cargo through its hubs in Charlotte, Chicago, Dallas/Fort Worth, Los Angeles, Miami, New York, Philadelphia, Phoenix and Washington, D.C. and partner gateways, including in London, Doha, Madrid, Seattle/Tacoma, Sydney and Tokyo, among others. Together with its regional airline subsidiaries and third-party regional carriers operating as American Eagle. Its cargo division provides a wide range of freight and mail services, with facilities and interline connections available across the globe. It operates approximately 977 mainline aircraft supported by its regional airline subsidiaries and third-party regional carriers, which together operate an additional 585 regional aircraft. Its subsidiaries include American Airlines, Inc., Envoy Aviation Group Inc., PSA Airlines, Inc. and Piedmont Airlines, Inc.
About the author
Emily J. Thompson
Emily J. Thompson, a Chartered Financial Analyst (CFA) with 12 years in investment research, graduated with honors from the Wharton School. Specializing in industrial and technology stocks, she provides in-depth analysis for Intellectia’s earnings and market brief reports.
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- Profitability Decline: American Airlines reported a profit of $111 million in 2025, which pales in comparison to Delta Air Lines' $5 billion and United Airlines' $3.3 billion profits, highlighting a significant gap in market competitiveness.
- Transformation Strategy: Isom has outlined a strategy focused on enhancing customer service and revenue management, expressing optimism for 2026 despite challenges posed by winter storms, and emphasizing the need for accountability from senior leadership and teamwork.
- Intensified Market Competition: American Airlines faces fierce competition at major hubs like Chicago and Charlotte, particularly against United Airlines, with analysts questioning whether the current strategy will effectively close the performance gap with peers, indicating a long road ahead for transformation.
See More
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- Leadership Scrutiny: The airline's poor performance has led pilot and flight attendant unions to question CEO Robert Isom's leadership, arguing that the company has failed to define an effective strategy to correct its course, resulting in employee disappointment about the future.
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- Capital Expenditure Plan: Tesla announced it will increase its capital spending to $20 billion for 2026, more than doubling its previous all-time high, aiming to invest heavily in autonomous driving and robotics, although this may exacerbate cash flow pressures requiring substantial returns within the next two years.
- Product Line Adjustment: Tesla will discontinue production of the Model S and X to repurpose its Fremont plant for Optimus robot production, a strategic shift intended to focus resources on future automation and AI projects, despite these models accounting for only 5% of total sales.
- Market Reaction: Tesla's stock has garnered market attention due to its ambitious plans, yet analysts express skepticism about the company's ability to mass-produce robots and robotaxis within two years, reflecting cautious investor sentiment regarding its future growth potential.
See More
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- Capital Spending Plans: Tesla announced plans to increase its capital expenditures to $20 billion for 2026, more than doubling previous levels, reflecting the company's ambitions in autonomy and robotics, while raising concerns about its financial health.
- Product Line Adjustments: Tesla will discontinue its S and X models, which account for only 5% of total sales, aiming to reallocate resources towards the more promising production of Optimus robots, demonstrating a commitment to strategic transformation.
- Intensifying Market Competition: Tesla's automotive revenue declined by 11% in the fourth quarter, facing increasing pressure from competitors like GM in the electric vehicle market, suggesting a need for accelerated transformation to maintain market share.
See More
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- Market Growth Forecast: Willie Walsh, Director General of IATA, indicated that the U.S. aviation market is expected to be 'broadly flat' while global demand is projected to grow by 4.9%, suggesting a potential lag for the U.S. in the global tourism recovery.
- Challenges for Airlines: Walsh highlighted that shortages of aircraft, tariffs, tighter immigration policies, and supply chain issues are impacting major U.S. airlines, leading to stagnation in the American aviation market, which needs to address these structural issues to restore growth.
- Political Interference Concerns: When asked about President Trump's threat to decertify Canadian aircraft, Walsh expressed 'full confidence' in the FAA, believing that politics would not interfere with regulatory matters; however, the FAA Administrator called for equitable resource allocation for certifying U.S. and foreign aircraft.
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See More
