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Southwest praised for 'customer of size' policy that gives larger passengers priority

Southwest believes that no one should be charged for taking up an extra seat.

via Bill Abbott/Flickr and DiamondPaintingLover/TikTok

Southwest's inclusive 'customer of size' policy.

Flying on an airplane can be highly stressful for people of size. Navigating through the tiny aisles and finding comfort in the extra-small bathroom can be challenging. But one of the biggest problems is getting an extra seat if necessary. Every airline has its own policy, and most charge for additional seats.

To make things easier for people of size, plus-size travel influencer Jae’Lynn Chaney has petitioned the FAA to standardize fare policies for plus-sized travelers. The need for some standards across the airline industry makes sense in a country where airplane seats are getting smaller and obesity is on the rise.

The petition requests that airlines require larger passengers to be “provided with an extra free seat, or even multiple seats, to accommodate their needs and ensure their comfort and safety, as well as those around them, during the flight.”


One airline where passengers of size feel welcome is Southwest, whose policy provides free extra seats for passengers who “encroach upon any part of the neighboring seat(s).” The airline hopes that people needing extra seating will purchase an additional ticket ahead of time, which will be refunded by the airline.

Even if a passenger doesn’t purchase the extra seat ahead of time, the airline will accommodate them.

“If you prefer not to purchase an additional seat in advance, you have the option of purchasing just one seat and then discussing your seating needs with the Customer Service Agent at the departure gate,” the airline's policy reads. “If it’s determined that a second (or third) seat is needed, you’ll be accommodated with a complimentary additional seat.”

Kimmy Garris, a plus-size fashion and travel influencer, showed how to use the policy in a TikTok post. She approached the customer service booth and said, “Hello, I’m hoping to use your customer of size policy today.”

@kimmystyled

How to use @southwestair customer of size policy. Southwest is the only airline that allows you a second seat at no extra cost even if the flight is FULLY booked. You HAVE to use it at the departing gate when you start your journey. If you don’t use it going out you cant use it flying back. Go to the departing gate agent and kindly ask them to use the customer of size policy. I’ve done this a dozen times and never had an issue or been denied. They will print you a new ticket + a second ticket to put down on your free seat. You will also be allowed to pre board! Enter the aircraft, get your seatbelt extender, and grab your seat! I place the ticket in the seat next to me. I always take the window seat. If anyone tries to sit it in I kindly let them know I have two seats booked. To be honest I almost never get approached because no one wants to sit in the middle seat next to a fat person on a plane 🙃. I’ve heard from others sometimes southwest will just put customer of size in your account so anytime you approach the main ticket gate you’ll get both your tickets at once but this hasn’t happened to me yet. I think this has to do with how “visibly fat” you are. Public airplanes are public transportation and should be accessible and comfortable for us all. I applaud @southwestair for being the only airline with a fair and humane way of flying fat passengers with dignity. We shouldn’t have to pay for two seats. Seats should be larger for all people including tall and pregnant passengers. Since airlines got deregulated it’s been an ADA nightmare. Airlines should also allow wheelchairs in the cabin esp power wheelchairs. This is an access issue at the end of the day and discriminatory to fat and disabled customers. #southwest #southwestairlines #customerofsize #customerofsizepolicy #plussize #plussizetravel #traveltips #plussizetraveltok #traveltok

"We shouldn’t have to pay for two seats," Garris wrote on her post. "Seats should be larger for all people including tall and pregnant passengers. Since airlines got deregulated it’s been an ADA nightmare. Airlines should also allow wheelchairs in the cabin esp power wheelchairs. This is an access issue at the end of the day and discriminatory to fat and disabled customers."

Southwest’s policy has become popular recently on social media, but it’s been around for years. “We’ve had a long-standing policy for more than 30 years designed to meet the seating needs of customers who require more than one seat and protect the comfort and safety of everyone onboard,” the Southwest website says.

Although the policy is a big win for plus-size inclusivity, not everyone is a fan. When a flight is booked, a person of size may take the seat(s) of someone who has already paid for a ticket.

A mother from Colorado and her two teens were on their way home from Montego Bay, Jamaica, and were kicked off their layover flight back home from Baltimore, Maryland, because a traveler of size needed extra accommodations.

“Please help me understand why do I have to spend the night without any accommodations in Baltimore because an oversized person didn’t purchase a second ticket,” the mother said in the video. But Southwest stood by its policy. “If they need an extra seat, we don’t charge for extra seats,” the manager tells the woman in her video of the incident.


More

In the '90s, two companies were using the same motto. They arm wrestled to see who got to keep it.

In 1992, Southwest Airlines and Stevens Aviation fought a battle over which company should be allowed to keep using their nearly identical punny slogans.

In October of 1990, Southwest Airlines unveiled a new slogan: "Just Plane Smart."

Southwest Airlines was founded in 1967 by Rollin King, an investment consultant, and Herb Kelleher, an attorney. Kelleher served as the company's CEO from 1981 until 2001 and oversaw many different initiatives during his tenure.


One of those initiatives was a marketing campaign around a new motto: "Just Plane Smart." Southwest proudly unveiled the punny new slogan in October of 1990, and it seemed to go over well.

A recent picture of Southwest planes. Image by Karen Bleier/AFP/Getty Images.

Most people seemed to like it. But there was one notable exception: a guy named Kurt Herwald.

Herwald was the CEO of Stevens Aviation, a (much smaller) company that sells and services small aircraft.

Stevens Aviation, it turned out, had a slogan of their own, the very similar and also punny “Plane Smart." And Stevens had been using it in their ads for years prior and may have had it trademarked.

In late-1991 or early-1992, Herwald noticed that Southwest was using very similar words, and out came the muscle. But in this case, the "muscle" wasn't the Stevens Aviation legal team. It was the forearms of Kurt Herwald.

Herwald sent a unique cease-and-desist letter to Southwest ... challenging their chairman to an arm wrestling match.

The letter, sent to Kelleher's attention, is reprinted below ( via Inc.):

Dear Mr. Kelleher:

We LOVE your new ads that use the clever, creative, effective "Plane Smart" theme! We can testify to its effectiveness since we've been using it in our own ads for a long time. In the true fun-loving spirit on which Southwest Airlines was founded, we challenge you to a duel to see who gets to keep "Plane Smart" — big ol' Southwest or little bitty Stevens. (Please — no lawyers!) We trust that you accept this challenge in the spirit intended. ... No litigiousness implied at all. We challenge you to a sleeves-up, best-two-out-of-three arm wrestling match between you and our chairman, at high noon on Monday, January 27, 1992...

Respectfully,
Stephen D. Townes
Executive Vice President
Stevens Aviation

P.S. Our chairman is a burly 38-year-old former weight lifter who can bench press a King Air — or something like that...








If that sounds like a ridiculous thing to ask of a major, publicly traded company CEO, well, that's because it is.

But Stevens was right — Southwest has a longstanding tradition of being somewhat ridiculous. (For example, the company's stock symbol is LUV, a reference to "love," of course, but also to Love Field in Dallas, where Southwest Airlines hoped to operate from originally.)

Not only did Southwest reply, but CEO Kelleher did so personally, with style.

Dear Mr. Townes:

Our chairman can bench press a quart of Wild Turkey and five packs of cigarettes a day. He is also a fearsome competitor who resorts to kicking, biting, gouging, scratching, and hair pulling in order to win. When really pressed, he has also been known to beg, plead, whine, and sob piteously. Can your pusillanimous little wimp of a chairman stand up against the martial valor of our giant?

Best regards,
Herbert D. Kelleher




And shortly thereafter, Stevens and Southwest scheduled an arm wrestling match, dubbed the "Malice in Dallas."

Best two out of three, winner gets to use the name and makes a charitable donation as part of the deal.

And, while this was probably not in the contract, the two sides agreed to have a whole lot of fun in the process.

They hired an official/emcee who wore a massive wig, symbolic of fight promoter Don King; they rented out a Dallas-area wrestling facility; and, even though this was in the age before YouTube, they filmed faux pre-fight "training" videos of each of the competitors. And, thankfully for those of us in the YouTube era, they also filmed the match.

Kelleher (left) and Herwald (right) face off. Image via Southwest Airlines Archive (Unofficial).

Here's round three, below. Herwald is the one in the maroon polo shirt. Kelleher is the guy in the headband and T-shirt with cigarette in his mouth, playing to the cameras.

In the video below, the arm wrestling match ends within the first couple of minutes, but it's worth watching until the end because some weird stuff happens (like, an impromptu wrestling match breaks out):

Stevens Aviation's CEO won the match and with it earned the exclusive right to use the "Plane Smart" slogan.

After the match, he immediately announced (as was clearly preplanned, given the novelty check that soon followed) that Stevens was going to continue to allow Southwest to use the motto in exchange for a $5,000 donation to Ronald McDonald House of Cleveland.

Kelleher presents the check made out to Ronald McDonald House. Image via Southwest Airlines Archive (Unofficial).

Both Stevens and Southwest got a nice PR bump out of the creative way to avoid litigation (and associated legal fees), and for Stevens in particular, it likely led to rewards.

As Priceonomics notes, "Stevens Aviation, previously a peon in its industry, rose to prominence: It experienced a 25% growth over the next four years, during which its revenues rocketed from $28 million to over $100 million."

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