Luv Is Still in the Air: Southwest’s Marketing Makeover

I’ve been flying Southwest for as long as I can remember, and I truly mean that. It’s the airline I’ve always trusted, the one I recommend to friends and family, and the one that’s been part of some of my favorite memories. Before launching Ignite Digital Marketing, I even dreamed of joining their marketing team. While that dream shifted after graduating during the pandemic, God clearly had a different plan for me. Even so, my admiration for Southwest never faded.

In grad school, I wrote a case study about what makes Southwest different, and it wasn’t just about planes or prices. It was about people. From the way they treat their employees to the way they treat their customers, Southwest has always been known for its heart. Add to that the legendary “bags fly free” promise and open seating, and you’ve got a brand built on accessibility, authenticity, and fun.

That’s why so many loyal travelers were surprised when Southwest recently announced a few big changes, including the shift to assigned seating. But the truth is, change is part of growth. Sometimes, even brands built on tradition have to evolve to stay strong for the future.

What’s Changing (and Why It Matters)

Southwest is rolling out several significant updates, including new fare options, evolving loyalty programs, and the biggest shift of all: moving from open seating to assigned seats.

This change came after the airline conducted extensive customer research, and the data speaks volumes. According to Southwest, 80% of their customers and 86% of passengers who fly other airlines said they prefer assigned seats. (Source)

So while it may feel like a departure from what’s familiar, this pivot reflects how travelers’ expectations have changed over time. Southwest isn’t abandoning its identity; it’s adapting to serve its customers better.

How Southwest Is Marketing the Change

Southwest knows that shifting away from beloved traditions could create turbulence among loyal fans. Instead of avoiding the conversation, they’ve leaned into it with honesty, humor, and heart.

A Little Humor Goes a Long Way

Their recent “Are You Sitting Down?” campaign acknowledges the shock many long-time flyers felt about assigned seating. It’s playful, self-aware, and distinctly Southwest. By using humor, they disarm tension and invite conversation rather than backlash.

Reassuring What’s Staying the Same

Through their “Big Flex” campaign and new communications strategy, they’re reminding customers that much of what they love isn’t changing: flexibility, customer care, and simplicity. While the boarding process may evolve, the Southwest heart remains the same.

A Transparent Rollout

Rather than springing a surprise announcement, Southwest took a gradual approach by releasing updates months in advance and clearly explaining why the change was coming. It’s a move that shows respect for their customers’ trust and honors their core value of openness.

What We (as Marketers and Business Owners) Can Learn

1. Change Demands Humility, Not Hubris

When you change something people love, pretending it’s no big deal doesn’t work. Southwest’s willingness to meet customers where they are, acknowledge frustration, and speak openly is a powerful reminder that humility builds trust.

2. Don’t Remove a Perk Without Adding a Benefit

Whenever a brand takes something away, like open seating, there needs to be a clear reason and a visible gain. Southwest is introducing assigned seats not as a loss, but as an improvement that gives passengers more comfort, control, and choice.

3. Reinforce What’s Still True

Southwest is evolving, but their tone, voice, and values remain consistent. Every message ties back to “LUV,” fun, and customer care. When your business grows or pivots, remind your audience what’s still true about who you are.

4. Use Storytelling to Soften Big Changes

Instead of cold corporate statements, Southwest used storytelling and humor to explain the why behind the what. When big changes happen in your business, lead with empathy and context. It humanizes the message and builds connection.

5. Prepare Your Audience Long Before the Change

Southwest has always prided itself on “Transfarency,” and this pivot is no different. They’ve led with transparency, informing customers well in advance through both corporate and leisure channels. They didn’t rip off the Band-Aid; they guided their community through the transition thoughtfully and clearly.

6. Loyalty Is Earned, Not Owed

Southwest’s fan base is loyal, but loyalty doesn’t make them immune to frustration. What Southwest understands, and what we can all learn, is that loyalty grows through communication, consistency, and heart, especially during times of change.

Final Thoughts

As someone who has admired Southwest for years, and maybe even dreamed of being part of their marketing team one day, watching this transition unfold has been fascinating. It’s a reminder that even the most loved brands have to evolve to stay relevant, and that the best leaders know how to make change without losing their soul in the process.

Change is never easy, but when it’s approached with strategy, honesty, and heart, it can set the stage for something even better. Southwest has proven once again that while the details may evolve, the heart of their brand, the “LUV” that started it all, still flies free.