Budget carrier EasyJet is to roll-out allocated seating across its network from November following a successful trial this summer.
The budget airline had tested the new system across 5% of its network during the peak season.
It found that 70% of passengers preferred it to EasyJet's current predominantly first-come-first-served set-up.
Faced with jet fuel prices near record highs at the same time as rising tax and airport charges, airlines are under increasing pressure to come up with ways of attracting passengers.
The move also means the gap between traditional airlines and low-cost carriers will narrow even further.
In July EasyJet, the largest carrier at London's Gatwick airport, upgraded its profit forecast and said it had benefited from strong demand after a wet start to Britain's summer season.
The airline will announce its August traffic statistics on Thursday. Shares in the group closed at 530 pence on Tuesday, up 60% on a year ago, valuing the business at around €2.1 billion pounds.
