Airlines across the United States 🇺🇸 are making big changes to their seating options in 2025, with basic airline seats becoming more “premium” than ever before. Travelers booking flights on United Airlines, Southwest, JetBlue, and other major carriers will notice new features, higher prices, and a shift in what “basic” and “premium” seating really mean. These changes come as airlines try to meet growing demand for comfort, boost revenue, and keep up with what passengers expect—even in the main cabin.
Passengers flying in 2025 will see more choices and new perks, but they’ll also face higher fees and more complicated booking decisions. Airlines are adding premium seating options and extra amenities, even for those who buy the cheapest tickets. This shift is happening because airlines want to attract customers who are willing to pay more for comfort, while also dealing with rising costs and competition from other travel companies.
Premiumization: More Comfort, More Choices, Higher Prices
The trend toward premium seating is happening across the airline industry. United Airlines reported a 5.6% increase in premium revenue in the second quarter of 2025, which has led them to expand both business class and premium economy cabins. JetBlue launched its new “EvenMore” premium experience in January 2025, offering passengers dedicated overhead bin space, free alcoholic drinks, premium snacks, and extra legroom—even for those not sitting in business class.
Southwest Airlines, long known for its open seating policy, is also making major changes. As of July 29, 2025, Southwest customers can now book assigned seats for flights starting January 27, 2026. The airline has introduced new fare bundles that let travelers choose different levels of seat selection, flexibility, and perks. Premium seats, such as Extra Legroom and Preferred seats, are now available, and elite members can get free upgrades.
Fees and Upselling: The Real Cost of “Basic”
Airlines are now charging more for seat selection, extra legroom, and seats closer to the front or exit rows. Fees for premium seat selection range from $15 to $50 or more, depending on the seat’s location. This means that a “basic” ticket can end up costing much more once passengers add on the features they want. For example, someone who buys a basic ticket but wants to sit near the front or have extra space for their legs will need to pay extra.
| Fee Type | Cost Range | Notes | Cost |
|---|---|---|---|
| Premium seat selection | $15 to $50 | Varies by seat location | N/A |
| Basic ticket with extra legroom | N/A | Varies based on selection | Additional cost |
This unbundling of services allows airlines to offer lower base fares but charge for almost everything else. While this gives travelers more choices, it also makes booking a flight more complicated and can lead to surprise costs at checkout.
Market Growth and Investment in New Seats
The global market for aircraft passenger seats is expected to grow by 13.1% each year from 2025 to 2032. Airlines are investing in new seat designs that use lightweight materials and offer better comfort. Some of the latest seats have advanced reclining features and noise reduction technology, making even basic airline seats feel more like premium seating from just a few years ago.
How Did We Get Here? A Look Back
In the past, basic economy meant a simple seat with few extras. Over the last decade, though, airlines have started to divide their cabins into more sections to make more money. Since 2019, the number of scheduled premium seats in the United States 🇺🇸 has grown by 14%, while economy seats have only grown by 4%. Even smaller planes and regional routes are seeing more premium seating options.
Luxury travel trends, like high-end trains and boutique cruise lines, have also influenced airlines. Passengers now expect more comfort and personal service, even if they’re not flying in first class.
What Airline Leaders and Experts Are Saying
JetBlue President Marty St. George explained the airline’s new approach in January 2025: “Customers increasingly value unique experiences, so we’re bringing together great service and affordable fares into a competitive, elevated travel option.” This statement highlights how airlines are trying to balance comfort and price to attract more travelers.
Industry analysts from Oliver Wyman and Visual Approach Analytics say that “revenue quality is king.” Airlines are focusing on premium customers to make up for higher costs and less demand for the cheapest tickets. As reported by VisaVerge.com, this strategy is helping airlines stay profitable, but it also means that travelers who want the lowest prices may have fewer options.
What Does This Mean for Passengers?
The biggest change for travelers is that the definition of “basic” is shifting. Things that used to be included in the price—like picking your seat, having extra legroom, or getting snacks—now often require an upgrade or extra fee. Passengers need to pay close attention to what’s included in their ticket and be ready to pay more if they want extra comfort or convenience.
Here’s what travelers should watch for:
- Seat Selection Fees: Many airlines now charge for picking your seat, especially if you want to sit near the front or in an exit row.
- Extra Legroom: Seats with more space for your legs usually cost extra, even in the main cabin.
- Snacks and Drinks: Some airlines only offer free snacks and drinks in premium seats or as part of a higher fare bundle.
- Complex Fare Bundles: Airlines like Southwest now offer different bundles, each with its own set of perks and rules.
For families, students, and budget travelers, these changes can make flying more expensive and confusing. It’s important to read the fine print and compare what’s included before booking.
How Airlines Benefit—and the Risks
For airlines, premiumization means more ways to make money and better ways to serve different types of customers. By offering more premium seating and charging for extras, airlines can increase their revenue and stay competitive. However, there’s a risk that travelers who care most about price will feel left out or frustrated by all the extra fees.
Airlines need to find the right balance between offering comfort and keeping prices reasonable. If they push too hard for premium revenue, they could lose customers who just want a simple, affordable flight.
Booking Changes: What’s New on Southwest and JetBlue
Southwest Airlines now lets customers choose from four fare bundles. Each bundle comes with different seat selection options and flexibility. Elite members get free upgrades to premium seats, and all travelers can buy upgrades within 48 hours of their flight. For more details on these changes, travelers can visit Southwest’s official assigned seating page.
JetBlue’s EvenMore seats are available on all planes except the Embraer 190, which is being retired. Mosaic elite members get free access to premium seats, either at booking or check-in, depending on their status. This gives frequent flyers more value and encourages loyalty.
Expert Perspectives: Is This Trend Here to Stay?
Airlines see premiumization as a key way to keep making money and keep customers happy, especially as business travel picks up and more leisure travelers want comfort. Passengers get more choices and better amenities, but they also face higher costs and more complicated decisions.
Industry experts warn that if the economy gets worse or if too many travelers are priced out, the trend might slow down. Airlines will need to watch how customers respond and adjust their strategies as needed.
Looking Ahead: What’s Next for Airline Seating?
Airlines plan to keep increasing the number of premium seats. For example, Delta aims for 29% premium seating by 2027. New seat designs and more perks are expected as airlines update their planes and buy new ones.
The line between basic and premium will likely keep getting blurrier, with even more fare options and special perks for different groups of travelers. This ongoing change is expected to speed up as airlines look for new ways to stand out and attract customers willing to pay more for comfort.
Practical Tips for Travelers
- Compare Fare Bundles: Look closely at what each fare includes before booking.
- Check Seat Maps Early: Premium seats can sell out quickly, so book early if you want extra comfort.
- Watch for Fees: Add up all the extra costs before deciding which ticket to buy.
- Use Loyalty Programs: Elite status can bring free upgrades and other perks.
For the most up-to-date information on premium seat policies, booking procedures, or elite status benefits, check your airline’s official website or customer service. For example, Southwest’s assigned seating and premium options are explained in detail on their official customer enhancements page.
As airlines continue to change what “basic” and “premium” mean, travelers will need to stay informed and flexible. By understanding the new options and fees, passengers can make choices that fit their needs and budgets—whether they want the lowest price or a little extra comfort on their next flight.
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