The hits just keep coming for the new-look Southwest Airlines.
The low-cost carrier has become almost unrecognizable after eliminating its beloved bags fly free policy and introducing assigned seating earlier this year and now some plus-size travelers are taking aim at the airline.
Some customers have taken to social media to voice their frustration with Southwest's "Customer of Size" seating policy that requires passengers who need the extra space to purchase an additional seat in advance and empowers employees to make a decision on whether a second seat is needed based on safety and comfort concerns.
Previously, Southwest would refund customers the second seat or allow them to take two seats or even a row if a flight wasn't sold out. By ditching its polarizing open seating policy, plus-size travelers have less flexibility.
Now, travelers who are upset with the changes feel employees are enforcing the second seat requirement inconsistently, requiring an additional purchase in some but not all cases.
What's more, being forced to buy a second seat just before boarding means paying a same-day airfare, which could be more expensive than a ticket purchased days, weeks or months prior.
"For many years, Southwest Airlines had the most respectful and equitable policy in the travel industry. In January, they undid most of that policy despite over a year of organizations like the National Association to Advance Fat Acceptance and passengers from all over the U.S. telling them how those changes would create difficult and unfair situations for their larger-bodied customers," Tigress Osborn, executive director of the NAAFA, told SFGATE.

Passengers waiting to board a flight at Spokane International Airport. (Photo Credit: Patrick Clarke)
Southwest remains adamant that its policy mirrors that of its competitors and has been clearly stated.
"We began communicating changes to our policy—which is in line with industry standards—almost a year ago and continued reiterating those changes directly to customers throughout the summer," Southwest Airlines told Fox News Digital.
"Our policy is well-defined on our website and has instructions on how to book a second seat at booking," the airline continued.
"We ask customers who may need an extra seat to let us know in advance of their day of travel so we can do our best to accommodate their needs," Southwest added. "Our goal is always to provide a comfortable experience for everyone on board. However, with assigned seating, adjacent seats may sometimes already be occupied."
It's been two months since Southwest introduced assigned seating in late January and the rollout has been clunky to say the least.
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