Southwest Airlines' move to end open seating—a feature in place since the 1970s—came into effect this week, and while some loyalists and long-time customers have lamented the change, investors have given it their emphatic approval.
Shares of Southwest Airlines rose more than 15% Thursday as investors cheered the airline's new era of assigned seating — and the opportunity for upsells.
Southwest Airlines Co (NYSE:LUV) shares added more than 6% after the carrier issued profit guidance for 2026 that significantly exceeded Wall Street expectations. The Dallas-based airline said it expects to earn at least $4 per share in 2026, well above analysts' consensus estimate of $3.19 and more than triple its adjusted earnings in 2025.
Southwest Airlines is rated a sell due to valuation concerns, execution risks, and opportunity costs versus peers like Alaska Air Group. LUV's 2026 guidance targets adjusted EPS of at least $4, but this is seen as potentially optimistic given industry risks and operational uncertainties. Southwest's strong balance sheet, $2.6B in share buybacks, and cost reduction initiatives are positives, but...
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