Southwest Airlines is stirring up controversy with its new policy aimed at plus-size passengers, set to take effect on January 27. Starting that date, travelers who can't fit within the armrests of their seats will be required to pay for an additional seat in advance.

This rule coincides with the airline's shift to assigned seating, which many believe will change the flying experience for better or worse.

Under the existing guidelines, larger passengers had the option of purchasing an extra seat ahead of time, with the potential for a refund later, or requesting a complimentary seat at the airport. The new regulations, however, introduce uncertainty—the refund is no longer guaranteed.

In an official statement, Southwest Airlines explained that the modifications aim to accommodate the upcoming change to assigned seating. They specified, "To ensure space, we are communicating to customers who have previously used the extra seat policy that they should purchase it at booking."

This policy overhaul marks significant shifts for Southwest, a carrier historically known for its open seating and complimentary checked baggage—both of which changed recently, drawing ire from loyal customers.

Refunds for the extra seat can still occur if the flight isn't fully booked and both tickets were purchased together. However, passengers must request a refund within 90 days of the flight. Importantly, those who fail to secure an extra seat in advance will be forced to purchase one at the airport. If the flight is full, they'll be rebooked on a later flight.

The reaction has been harsh, especially from experts like Jason Vaughn, a travel agent and founder of Fat Travel Tested. Vaughn argues that this policy is detrimental not just to larger travelers but to everyone, likening it to a marketing blunder akin to Cracker Barrel's controversial logo redesign. "This change shows the airline no longer understands its customer base," Vaughn lamented.

Despite its longstanding position as a passenger-friendly airline, Southwest faces pressure to boost profits. The airline has recently introduced charges for additional services, including extra legroom, while ending its cherished "bags fly free" policy. Industry analysts are warning that these shifts could devastate the airline’s brand loyalty and overall financial stability.

As Southwest Airlines navigates these changes, many are left questioning whether the new policies will obstruct the airline's reputation as a budget-friendly and customer-centered carrier.