Alaska and Virgin America: Creating an airline people love

Imagine arriving at the airport and immediately feeling welcomed to a fresh, modern experience.

You know you’ll reach your destination on time with minimal hassle, and the airline you’ve chosen offers consistently low fares and more nonstop flights to more destinations from the West Coast than any other. At your gate, you can’t help Shazaming every song on the upbeat playlist, and the overhead announcements tell you what you need to know with a healthy dose of fun.

On the plane, you make your way to a comfortable leather seat in a mood-lit cabin. For the next three hours, you’ll enjoy fresh, West Coast-inspired food and drinks; Free Chat with friends and family on the ground via iMessage, Facebook Messenger and WhatsApp; and all the free movies you have time to watch. Not to mention the personal power outlets throughout the cabin, so your devices arrive at your destination as ready for adventure as you are.

Your airline is unconventional, just like you are.

It’s 2019 and this is how we’re defining the future of Alaska Airlines. Every element from the most functional (the welcome message on the airport kiosk) to most expressive (the lights and music brightening the lobby) has been carefully curated with the idea of making each travel experience truly enjoyable.

After months of research and in-depth conversations with fliers, we’ve made the difficult decision to retire the Virgin America name and logo likely sometime in 2019. However, many of the elements you love about Virgin America will live on, paired with Alaska’s unbeatable performance and top-rated customer service. Our colleagues at Virgin America built something truly amazing over the past decade, and it’s our goal to honor what they achieved while taking it one step further.

After months of in-depth conversations with loyal Virgin America guests and long-time Alaska fans, we’re ready to take what we’ve learned and make it reality – with a twist.

New and expanded amenities:

Low fares and convenient flights to the places you want to go

Alaska and Virgin America have been actively growing their newly combined networks since officially merging in December 2016. Earlier this month, we announced 21 new markets with 25 new daily departures out of San Francisco, San Diego, Los Angeles and San Jose, California – marking the largest addition of routes in company history.

Modern, warm and welcoming vibe

You’ll begin to see some of the new Alaska brand personality come to life throughout 2017, to create a warm and welcoming West Coast vibe throughout the guest journey. Music from fresh new artists will be featured on planes, in airport lobbies and at gates. In 2018, we’ll debut an entirely redesigned cabin with new seats and amenities, and we’ve already started to retrofit select Boeing aircraft with expressive blue mood lighting. Modern, stylish uniforms by fashion designer Luly Yang will roll out in mid-2019 for flight attendants, customer service agents, pilots, mechanics and ground crew.

Reliable, high-speed Internet

Many of the fliers surveyed shared that they’re frustrated with unreliable in-flight Wi-Fi. Alaska’s leaders heard them loud and clear, and beginning in fall 2018 will be retrofitting all Boeing passenger jets with high-speed satellite Wi-Fi (fast enough to watch movies or TV shows via your favorite streaming service!), with the remainder of the Airbus fleet to follow. Both fleets are planned to be fully satellite-equipped by the end of 2019.

More premium seats

Earlier this year, Alaska introduced a brand-new Premium Class seating section with 35 inches of pitch and complimentary beer, wine and cocktails. Beginning in the fourth quarter of 2018, the airline will add 18 new Premium Class seats to Airbus aircraft, as well as adding first class seats (going from eight seats to 12) customized for enhanced comfort: 41 inches of pitch, improved seatback storage pockets, cup holders, footrests and personal power outlets throughout the cabin.

More rewards

In 2018, Alaska Mileage Plan will become the sole loyalty program for both airlines, offering guests more rewards, an expansive global partner network and the only major airline loyalty program that still rewards a mile flown with a mile earned on Alaska and Virgin America flights. Members of Alaska Mileage Plan enjoy some of the most generous benefits in the industry including complimentary upgrades, award travel starting at 5,000 miles one-way (plus taxes and fees) and a faster path to elite status compared to other airlines. With Alaska and Alaska Global Partners, members can earn and redeem miles to more than 900 destinations worldwide.

Complimentary upgrades

With expanded premium seating options comes more opportunities for complimentary upgrades for elite loyalty program members. Alaska’s elite-level frequent fliers enjoy the industry’s most generous upgrade policy. Mileage Plan MVP Golds and above are upgraded to First Class or Premium Class 75 percent of the time (based on average historic system wide rates of upgrade) on Alaska Airlines flights. Complimentary upgrades on Airbus flights will debut for the first time ever in late 2018 – a brand-new perk for Virgin America elites.

Free movies

In January, we made our entire catalog of more than 200 direct-to-your-device premium in-flight movies and TV shows free. Starting now, free entertainment on guests’ own devices will be a permanent feature on our Boeing fleet and the same free library of movies and TV shows will expand to Airbus aircraft via Red entertainment system in August 2017. Guests on Airbus aircraft will continue to enjoy access to early release movies for purchase.

Free Chat

Also in January, Alaska debuted Free Chat onboard, allowing guests to stay connected to friends and family on the ground via Facebook Messenger, WhatsApp and iMessage. In August 2017, we’ll introduce Free Chat to Airbus-operated flights.

West Coast-inspired food and beverage

Together with Virgin America, we’re continuing to enhance our fresh, healthy, West Coast-inspired onboard food and beverage menus. Guests of both airlines enjoy craft brews, premium wines and delicious food options. By June 2017, Alaska First Class passengers will be able to pre-select meals before they fly, and by early 2018, Alaska’s Main Cabin passengers will be able to pre-pay for their meals before they fly. Food pre-ordering will be extended to Airbus flights sometime in the future

Lounge expansion

By early 2019, guests will enjoy refreshed and expanded airport lounges in Seattle, Portland and Los Angeles. Alaska also plans to build brand-new lounges in San Francisco and at New York’s John F. Kennedy International Airport. Together, the expansion plans will double the square footage of our existing airport lounges. And don’t forget – Alaska Lounge members also enjoy access to more than 60 partner lounges throughout the United States and around the world.

What other elements or amenities would you love to see onboard in the future?

Comments

  1. Ever since moving to Seattle 13 years ago, Alaska has been my go-to airline. (Well done!) I check Alaska first for flights, no matter where I’m going. I would love to find a convenient non-stop schedule to/from Philadelphia. Redeye flights are never fun, especially for an aging family (Mom is almost 90). Is there enough call for an additional daily flight?

  2. This all sounds great! Please also remember us folks out in the middle of the Pacific and schedule more flight options to Hawaii. Would personally love more direct flights to and from KOA (the Big Island), especially to various West Coast cities. Mahalo.

  3. I have a couple of comments, one about the music.Not everyone wants to be hip and listen to someones eles choice of music and at what level. I can tell you I leave stores, resturants and other establishments because the music drives me out. I want to relax and be comfortable-if people choose to listen to music let them wear the head phones and if you must please do not blast it. My other comments are my support for the more room in coach as its way to small for the size of people especially heavier and anyone over 5’6. I also support the seats that do not recline as we are already so close and I would like to keep the little space I have. Alaska is my favorite Airline please do not change it to accomodate one demographic.

  4. Love all the improvements and I really hope it includes more leg room. when you have knee problems it is hard o sit for long periods with no room to stretch

  5. Recently my wife and I tries to book a flight on Alaska to El Paso. While the Alaska service representative was exceedingly helpful, she was unable to get us there and back affordably using our companion fare or without us buying more miles thereby increasing our costs. We ended up having to book on another airline. As we prefer Alaska, in the future, how about matching the price of the other airline(s) so we get retain our mileage benefits and we still fly our favorite airline-Alaska??………….B/K F…Seattle

  6. How about a flight from Medford to the Bay Area? SFO is a big hub and it would be so much more convenient. I love flying Alaska. Can’t wait to see the new uniforms!

  7. With so much dark in Alaska, I hope the new uniforms aren’t the current black (or dark blue as I’m told they are called) but bring brightness instead of gloom.

  8. It’s smart to replace the permanent video screens on the back of seats with “bring your own device” coupled with the handheld tablets you currently offer. JetBlues antiquated video screens is a good example of why portable is better.

    I’m disappointed that these portable screens will not offer the same on-demand food and beverage service that Virgin offers. This is very convenient and creates less of a bottle neck with beverage carts on the “service schedule”. I end up purchasing more than I ever do on other airlines because of this feature.

    It’s also disappointing that you are eliminating LIVE TV. It’s great to be able to watch the news, sports, or not miss my favorite tv show while onboard.

  9. Blue Lighting? Doesn’t Alaska realize how horrible that makes people’s skin look?? Everyone is gonna look sick… LOL!

  10. My first comment was moderated out, I assume because I mentioned flying another airline after the Virgin brand goes away. I have flown Alaska a number of times, and I have no idea what people are talking about here in terms of superior service or experience. No additional comfort in economy, limited route network, fewer frequencies between cities, catering is nothing special, and bland entertainment options. I will definitely try the “new Alaska” after they get all the bugs sorted out, but I am also hoping Branson starts the next new Virgin America after 2019.

  11. Life loyal Alaska customers, we took our first VA flight and really didn’t enjoy the mood lighting or the music (especially on the 6:30am flight!). Please find a balance for the different age demographics. Those in their 30s may like the music and blue lights, but those 50+ may find it harsh and jarring. Those 50+ folks are negatively affected by certain light colors and light levels.

    The deeper overhead bins that hold bags placed upright on its side are fantastic! Wish all the planes were that way.

  12. I’m bummed the new first class cabin seat pitch will only be 41″. That’s not enough to keep the person reclined in front of me out of my lap… I specifically fly Virgin America first class because of the super pitch and seat comfort. Get rid of those, and I might as well fly united if that is being downgraded with this merger.

  13. Hooray for satellite internet and those tablet holders look great!!! No more neck pain from looking down all flight!

  14. I’ve been a monthly Virgin America passenger for about 2 years. I love Virgin and recently took my first Alaska flight as a test. Alaska upgraded me on their own and I found the service, flight amenities, and schedule to be a great match to my experience with Virgin. I look forward to seeing the brands merge and continue to make my travel comfortable and convenient.

  15. I have never been on an Alaska flight from Manzanillo (yearly for over 10 years) that didn’t run out of the burgers. Even when I preordered on my last trip they had to search for one and the person behind me who had also pre ordered got an incomplete burger. Also you used to give out lounge passes with Alaska cards and make it reasonable to upgrade. The last time I inquired about upgrading just one leg of a one-stop flight I was told I would have to pay the entire 1st class fare for the whole trip! The old, slow, unreliable wi-fi was ridiculously expensive. It’s nice you are expanding the lounge at LAX, but the problem is the waiting area where people are strewn all over the floor and standing shoulder to shoulder with absurd overcrowding.

  16. The first class seats and the first class spacing configuration is a joke…less leg-room in first class than in coach! The seats are the most uncomfortable seats of any first class we have flown – please use another vendor…even if it means spending a few more dollars!

  17. I know that Santa Rosa, CA airport is smaller than most, but if it is at all possible to have more than one flight choice a day – going to or coming from – it could help me. Return flights to SeaTac come in 10 minutes after the hour and my shuttle departs on the other end of the airport at 20 minutes after. I made sure I had no checked-in luggage and ran until my legs hurt. If I miss it, I wait a full hour.

  18. Love to see more flights out of Sacramento . Kona and/or Kauai would be nice!
    Thank you

  19. I love Alaska Airlines, but I would love to see more attention to the quality of the meals offered. On a recent flight to Hawaii, a Chicken Curry with Rice was offered, which could so easily have been a meal that people with gluten or dairy sensitivity could have enjoyed. Except that I found it contained both gluten and dairy (totally unnecessary for a curry dish). And then again on the flight back, the dish contained soy sauce (gluten) which could have so easily been made with tamari (gluten free soy sauce) without any compromise to the flavor of the dish. Offer some meals that don’t contain so many of the top allergens (gluten and dairy)!

  20. I’ve always enjoyed flying on Virgin America vs Alaska, because the seats and leg room are roomier. I hope with your new cabin configurations, you don’t change this. Alaska is always friendly and helpful. I just wish I wasn’t so scrunched in. I can’t wait to see the new configurations and seats.

  21. I cannot wait for the improved WiFi. As a business traveler, the ability to stay in touch by working email during the flight is critical. With all the bandwidth used up by those streaming movies, the WiFi currently is next to useless. Go Alaska!

  22. I fly Virgin because of the entertainment center in the headrest. Especially the enormous selection of music. It’s five and a half hours from Los Angeles to Miami. Makes a difference.
    I didn’t see any mention of leg room in coach. As in “more”. How about it?

  23. Way to go Alaska!

    Most airlines don’t care about their passengers, you continue to improve and you always have been the best in my opinion.

    How about a non-stop to Cleveland?

    1. How about a nonstop ANC to SAN (at least during winter season) for those of us residing in the state that bears your name.

    2. Ditto on that request for a non-stop to Cleveland, please!

  24. Please, please, please do not reduce the leg room in coach.
    Also do we really need reclining seats in coach, I am so tired of having some people in front of me slamming their back rests into my face and lunch.
    I propose Alaska initiate a study to find out how many people really do recline their seats during a flight, I suspect not that many.

    1. I agree. I never recline my seat. The few inches makes no difference and I feel bad for the person behind me. Never understood why people felt the need to lay back a few inches…

    2. Please don’t reduce coach leg room further in order to accommodate additional room for first class and premium seats. There’s no more leg room to give up. I’m 5’7″ and feel totally cramped. The seat pitch is so uncomfortable, I want to put my seat back but don’t out of courtesy to the traveler behind me. Sometimes I must because the flight is too long to endure the back pain. It’s no fun having the seat back in front of you inches from your face – forget about watching free entertainment.

  25. Happy for you Alaska, but PLEASE don’t get too big for your britches and lose all of your charming qualities. Your customer service is the very best and if you outsource it I would worry the quality and friendliness will be lost. Stay local and we’ll stay loyal!!!

  26. I love Virgin America and so I appreciate that Alaska is trying to keep the same vibe. But I do wish they weren’t eliminating the on demand screen. Being able to order food/drink by the touch of the button is amazing and yes, I’d rather watch a movie on a screen rather than on my computer or phone. I don’t have a tablet and it looks like their design is great for tablets only.

  27. Please create better flights between Vancouver YVR and Manzanillo ZLO that don’t require overnight in USA or changing flights and having to take luggage through USA customs.

    1. We totally agree with Dhyana. Stopping in L.A. overnight and going through customs is a nightmare. We are considering flying from here (Vancouver) to Calgary and straight to Manzanillo to avoid the present situation and know dozens of others that are going to do the same.

  28. On Alaska Air, please bring back full beverage service on short-haul flights like between San Francisco and Palm Springs.

    1. I agree, but also you really need to make sure there is enough food on board so you do t run out of a selection half way through the service. This has happened to us several times.

  29. My two favourite airlines now merged – how great is that? No other airline comes even close to the service and flying experience that Alaska consistently provides-excited about the changes – don’t ever compromise your high standards and become homogenized with all the others.

  30. Please bring back a full beverage service on short-haul flights such as between San Francisco and Palm Springs.

  31. Make it a mandatory part of being employed as a steward to have on
    board customs and Mexican migration forms and to distribute them before landing. Too many times have we experienced the lack of availability of the forms and the callous attitude by the staff announcing ” ..out of forms you can get them at the gate” and then watched the staff disembark and cruise through the Mexican Immigration lobby with their special dedecated entrance line, while we are blocked from entering the immigration area.. fumbling for a pen and jostling to get the form while looking for a flat space or area to fill them out while other travelers from other flights are getting ahead and causing us long standing in line delays.

  32. So glad for service from and to Indianapolis – Seattle , Thank you for your great route s

  33. I would like to see brighter lighting everywhere and I suspect others in my age group, 70 and younger and older, because dim lights make it hard to see. Also it can effect one’s balance and lead to falls. and I would not like the lighting any place to be a blue tint, if that is what you mean.

  34. But why spend $2.6B for a brand that you’re killing?! What a waste of money. You couldn’t have figured out mood lighting & music in the boarding area on your own?

  35. Don’t permit Coach-class passengers to place their carry-on in the First Class overhead bins!

    1. I’ve seen this happen as well, with no space left for late-boarding first class passengers.

  36. Thank you for these wonderful changes. I do have some suggestion. 1) no mention regarding senior citizens needing help,added space,2) no mention regarding military, veteran that are disable. Veteran with disability have a card issued by the v.a. Picture and the words service connected disabilitie. Your company way wish to think about this. They like myself and my wife love love travailing on Alaska. My wife uses a wheel chair.
    I should but I force may self to walk it helps but time I should use one. Sorry for the long words, but there are times they are needed to tell the story.
    John

  37. You really need to add another nonstop between Seattle and Austin each day in each direction. Both flights from Seattle to Austin and Austin to Seattle each day are completely sold out and the overcrowding is crazy. Look at the economies, the companies in both Seattle and Austin (Amazon, Microsoft, Google….), the activities people do in both cities, and the demographics in both cities. And since Alaska partners don’t fly direct, another flight in each direction each day just makes sense.

    Also, please keep the fun culture of Virgin. Alaska is the least stuffy out of the big airlines but Virgin is just fun. Please be more fun.

    1. Thank you, Ryan, as you are totally correct! A second flight between Austin and Seattle would be fantastic! The only option, as it is now, puts one into Seattle so late! There have been times that I’ve had to fly a day earlier & have to spend the night in a hotel close by. This certainly increases the cost of my trip. An earlier option would be so helpful. Thank you again for mentioning this.

  38. Please keep Virgin’s first class upgrade policy. We love first class with meal service of Virgin airline, even for short routes.

  39. I’m a long-time Alaska customer who recently moved to New York and also started flying Virgin this year. The merger will (hopefully) enable me to maintain my Alaska loyalty and status. I’m glad to see the introduction of a premium economy product, and especially glad that Alaska’s first class will be improving. However, American, Delta and United all have lie-flat seats on transcontinental routes (including some flights to Seattle). 41″ pitch will certainly be a big improvement over Alaska’s current configuration, but also big downgrade from Virgin’s 55″. It would be really nice if Alaska could become more competitive with other airlines’ premium cabins on transcontinental flights.

  40. For years, my wife and I favored Southwest Airlines for their fabulous, fun inflight cabin service as well as great ticket deals. Recently, though, we have moved over to Alaska Airlines. We’ve been impressed with the friendly customer service both online at at the counter and which carries into the cabin. Our only complaint, per se, has been and most likely will always be with the coach seating. Too cramped. I can understand that it pays airlines to cram in as many people as possible to make flights economically viable, but there will come the day when the public will (who pay good money to fly) will say “enough already” and begin altering their style of traveling. I say this with over 50 years of flying under my tailbone.

  41. I really like Alaska Airlines but would really love to see non-stops to Hawaii from Oakland. SFO is such a frustrating drive for those of us in the East Bay. Please, please?

    1. Hi Elaine,

      Alaska already flies from Oakland to Honolulu, Kona, Lihue, and Maui nonstop. Check it out!

  42. So can we expect that we will still have inseat entertainment like the Red system on Virgin’s fleet? If there is no inseat screen, on a 4 hour flight or more, I won’t be choosing to continue to fly with you. This was one of the reasons I loved Virgin. I don’t use Ipads and laptops, so I want the inseat entertainment. I did not see this pictured in your redisigned cabin pics. Please don’t follow Frontier and Spirit or even Southwest with no inseat entertain screen. They are just buses in the sky. Frankly, just basic b*tches!
    (i had to say this so you could get the entertaining gist of what I mean)
    The folks who fly Virgin pick that airline because of the amenities provided on that fleet – inseat entertainment, elevated check in experience and groovy mood lighting, – which yours is going to look like American’s mood light on their new Airbus 321s from what it resembles. I guess it’s ok, but Virgin is such a standout fun experience. I only ask that you don’t lose sight of the very thing that made Virgin so beloved by it’s passengers. Alaska doesn’t automatically win us over just because you purchased Virgin. You will have to keep some of Virgin’s youthful and pleasing attributes if you want to keep us. I also want to add that Virgin America has the most wonderful flight attendants in the air today. You are getting a team of people that made the flying experience miles above the rest! Please keep flying fun! Thank you

  43. We fly only Virgin because my husband is 6’4 and this was the ONLY airline that had enough leg room that his legs were just touching the seat in front rather than digging into it. Please add the same amount of leg room to the Alaska flights! (While I realize we can pay extra for “select” seating, we only fly to visit my aging parents and usually cannot AFFORD the extra expense of the “upgrade”.)

  44. Most of these enhanced amenities do not include the majority of clients with regular coach tickets. With bigger “premium” seating comes more painful squeezing of the coach passenger. When is an airline going to enhance the coach experience.

  45. I fly a lot on the westcoast, PDX, SEA, SJD, YVR. I always check Alaska and Virgin first as i like Both Airlines. If i have a lot of luggage I travel virgin as I get 10 bags at 25 each. Alaska is very expensive for any bags over 2. What will be the new bag policy?

  46. I am so heartbroken about the loss of Virgin Airlines. I feel like a valuable asset has been reduced to ” average”. I will try Alaska at some point and hope to be pleasantly surprised, but I don’t know how they will ever maintain the standard that was sent by Virgin. Anyone who flew Virgin could not stop talking about it. far and away the “gold standard!!”

  47. For the last decade, the only two airlines I’ve chosen to fly are Alaska and Virgin America, the former for efficiency and convenience, the latter for superior in-flight experience and great brand attitude. I’m extremely pleased to see that Alaska’s merger with VA means we’ll be getting the best of both worlds. I look forward to racking up the frequent flyer miles.

  48. How about implementing a “first checked bag free” policy? It is so aggravating when passengers bring on board everything they own!

  49. How about flights to PBI Palm Beach International? (non-stop) Popular vacation spot on the East Coast.

    1. Yes, please!

  50. I am loving these new features..I may have to start flying exclusively with Alaska Airlines

Comments are closed.