Aviation News Online

Virgin America brand to be retired

Alaska Airlines has announced that the combined company will adopt Alaska’s name and logo, retiring the Virgin America name likely sometime in 2019. However, the combined airline will adopt many of the brand elements from Virgin America, including enhanced in-flight entertainment, mood lighting and music.

“Our goal from the very beginning of this merger was to become the go-to airline for people on the West Coast, with low fares, convenient flights, a premium product and genuine, caring service,” said Brad Tilden, CEO of Alaska Air Group. “Three months in, we’ve dramatically grown our presence in California and are united behind a new purpose: Creating an airline people love.”

Alaska has been actively growing the airlines’ newly combined networks since closing the merger in December. Earlier this month, the airline 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 the company’s history.

“We spent the last 10 months conducting extensive research and listening carefully to what fliers on the West Coast want most,” said Sangita Woerner, Alaska Airlines’ vice president of marketing. “While the Virgin America name is beloved to many, we concluded that to be successful on the West Coast we had to do so under one name – for consistency and efficiency, and to allow us to continue to deliver low fares.”

In addition to low fares, network growth and award-winning service, Alaska will debut an entirely redesigned cabin with new seats and amenities, and has 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.

Alaska’s entire fleet of Boeing 737 passenger aircraft will be equipped with high-speed satellite Wi-Fi beginning in fall 2018, with the remainder of the Airbus fleet to follow. Both fleets are expected to be fully satellite-equipped by the end of 2019.

Premium seating will be expanded across the Airbus fleet beginning in the fourth quarter of 2018. The number of First Class seats will increase by 50 percent (going from eight seats in the Airbus First Class cabin to 12) and are customized for enhanced comfort, featuring 41 inches of pitch, improved seatback storage pockets, cup holders, footrests and personal power outlets throughout the cabin. The redesigned Airbus cabins will also feature 18 new Premium Class seats with 35 inches of pitch and complimentary beer, wine and cocktails.

In 2018, Alaska Mileage Plan will become the sole loyalty program for both airlines.

In January, Alaska launched a temporary promotion offering its entire catalog of more than 200 movies and TV shows for free. Starting now, free entertainment on guests’ own devices will be a permanent feature on its 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.

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.

By early 2019, guests will be able to relax in refreshed and expanded airport lounges in Seattle, Portland and Los Angeles, as well as new lounges in San Francisco and at New York’s John F. Kennedy International Airport.

Date: March 23, 2017

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