ST. LOUIS — It’s been a tradition with one airline for more than 50 years.  Now they’re changing how you board and where you sit. Moving forward, Southwest Airlines plans to assign seats and offer premium seating options.

Call it the quirkiness or part of the allure for some to Southwest Airlines. Groups A, B, and C board the airplane with open seating. Open seating on an airplane is becoming obsolete.

“I don’t mind it; I actually like it, says Kayla Mouton, passenger. “I think having assigned seats gets you faster onto the airplane. So I think it’s a great change.”

“I don’t like it,” says Chris Flores, passenger. “I like the open seating. Because you can sit where you want.  And if you choose to sit where you want, that’s you. But I like discounts.” 

In a media release Thursday, the Dallas-based company announced new initiatives to elevate the customer experience, improve financial performance and drive shareholder value.

“I guess that’s just the way of the world and this economy we’re in now,” says Jacob Beard, passenger.  “People want more money and need more money.  I guess that’s what it is.”

The company is also redesigning the boarding model and introducing redeye flying.

Southwest says they “conducted robust operational testing that included live and over 8 million simulation-based boarding trials.”

The airline claims that their research is clear: 80% of Southwest customers and 86% of potential customers prefer an assigned seat.

“I guess they’re just like every other airline now,” says Yu Chang, passenger.  “You’ve got to upgrade for the better or assign seats.”

“I like it because it gives you more ease when you’re coming to the airport,” says Beth Scott, passenger.  “I’ve got my seat and know where I’m going, and you don’t have everyone trying to come over your seat.  So, I like it a lot.”

Southwest says the move “will unlock new sources of revenue consistent with our laser focus on delivering improved financial performance.”