Southwest Airlines is contemplating a significant shift away from its traditional open seating policy, a move that could signal a departure from its long-standing business model.

The potential change, which would introduce assigned seating and premium seat options, is being considered to appeal to a younger demographic of travelers. This adjustment would mark one of the most substantial alterations for the carrier since its inception in 1971.

Unlike its competitors who have embraced premium seating offerings, Southwest has stuck to its open seating approach, albeit providing the option for early boarding at a fee. However, with rivals like United Airlines witnessing revenue growth from premium seating, Southwest is reevaluating its strategy. According to Forbes, the airline industry has seen a shift in customer preferences over time, prompting Southwest to reconsider its seating model designed during an era of lower load factors.

While Southwest CEO, Jordan,told to CNBC that he has neither confirmed nor denied the possibility of premium seating, he acknowledges that the company is exploring various options. He emphasized that while it’s still early in the decision-making process, the initial results are promising, hinting at potential changes in the future.

Southwest currently operates with a single economy class cabin across its all-Boeing 737 fleet, with no assigned seating. However, the airline does offer the option for early boarding for passengers to secure their preferred seats for an additional fee. Over the years, Southwest has maintained a focus on simplicity and user-friendliness in its offerings, striving to minimize costs and complexity.

In contrast, competitors like Delta and United have capitalized on revenue growth from premium seating options such as business class, demonstrating strong upsell rates. Analysts have repeatedly questioned Southwest about the potential for introducing premium seating or additional fees, although the airline has traditionally refrained from charging for the first two checked bags.

For now, the only way Southwest passengers can secure their preferred seats is by paying for an earlier boarding position, as the airline continues to operate without assigned seating, allowing passengers to choose their seats upon boarding in a predetermined order.