Alaska Air Is sticking with Virgin America’s sexy appeal
Alaska Airlines began in 1932 when a former miner, truck driver, and dishwasher from the Midwest, decided to start a carrier in Anchorage. Since then, the airline has become a favourite for travellers in the Pacific Northwest, nurturing a following without such frills as mood lights or lounge music. That’s about to change. Alaska Air Group closed its US$2.6b purchase of Virgin America in December. Unlike recent airline mergers born of financial duress, both Alaska and Virgin America had built successful franchises. Yet, they had fallen behind, dwarfed by rivals in an industry now dominated by behemoths. Alaska saw its growth inextricably tied to California, Virgin America’s base. A deal was struck. But merging staid Alaska with Virgin America, a brand that spearheaded the airline trend toward Austin Powers atmospherics, wasn’t going to be easy. <br/>
https://portal.staralliance.com/cms/news/hot-topics/2017-04-11/unaligned/alaska-air-is-sticking-with-virgin-america2019s-sexy-appeal
https://portal.staralliance.com/cms/logo.png
Alaska Air Is sticking with Virgin America’s sexy appeal
Alaska Airlines began in 1932 when a former miner, truck driver, and dishwasher from the Midwest, decided to start a carrier in Anchorage. Since then, the airline has become a favourite for travellers in the Pacific Northwest, nurturing a following without such frills as mood lights or lounge music. That’s about to change. Alaska Air Group closed its US$2.6b purchase of Virgin America in December. Unlike recent airline mergers born of financial duress, both Alaska and Virgin America had built successful franchises. Yet, they had fallen behind, dwarfed by rivals in an industry now dominated by behemoths. Alaska saw its growth inextricably tied to California, Virgin America’s base. A deal was struck. But merging staid Alaska with Virgin America, a brand that spearheaded the airline trend toward Austin Powers atmospherics, wasn’t going to be easy. <br/>
