Southwest weighs seating changes to drive up revenue [Video]

Southwest Airlines is considering changes to its single-class, open-seating cabins to drive up revenue, CEO Bob Jordan told CNBC on Thursday, a shift that would be among the largest in the airline’s history.

“We’re looking into new initiatives, things like the way we seat and board our aircraft,” Jordan said in an interview after the carrier’s disappointing first-quarter report.

Southwest’s all-Boeing 737 fleet has a single economy class cabin and no seating assignments, though it does offer earlier boarding for a fee so customers can snag their preferred seats. The airline has focused on keeping its product simple and user-friendly for years, aiming to keep its own costs and complexity to a minimum.

Meanwhile, rivals including Delta and United have touted high revenue growth for premium seating such as business class and strong upsell rates.

Analysts have repeatedly asked Southwest about opportunities for premium seating or additional fees. (The airline doesn’t charge travelers for their …