Southwest to retain open seating but modify boarding process

— -- After months of experimenting with different seating strategies, discount giant Southwest Airlines today said that it will stick to its unique open seating policy — a process often derided as the "cattle call" — but tweak its boarding process.

In making the announcement at its Dallas headquarters, Southwest officials rejected the possibility of any time soon moving into the industry mainstream by assigning seats.

"This new boarding process is the future of Southwest Airlines," an employee communication distributed Wednesday morning says.

Southwest, which boards more passengers each month than any other U.S. airline, is the only big domestic carrier that lets passengers pick their own seat, a practice dating back to its founding 34 years ago.

It's loved by some and hated by others. Perhaps the most annoying aspect of it, however, is that half of a flight's passengers stand in line 30 minutes before boarding time to get on the plane first, the airline says.

Southwest's seating- and boarding tests in San Diego and San Antonio convinced Southwest that it needs to reduce the need to wait in line before boarding.

So, starting in early November, Southwest is going to automatically give passengers an assigned number within in its current boarding groups: A, B and C.

They'll get the number and the group when they check in, which can be done within 24 hours of a flight. Another change: A and B groups will also be expanded to 60 passengers. Southwest's Boeing 737s — its only aircraft type — carry 137 passengers.

The new process will eliminate the need for passengers to wait in line to secure a good boarding position. That will free up passengers' time, Southwest says, so they can either sit down, shop in an airport store or order a beer.

To make it easy for passengers to see when it's their turn, Southwest is going to install displays of current boarding numbers in groups of five, so the sign, for instance, would tell passengers that those in B group with numbers 11 to 15 are eligible to get on the plane and choose a seat.