Alaska Air Bids Farewell to the Vir­gin Amer­ica Name

Business Traveler (USA) - - UPFRONT -

Alaska Air Group has con­firmed plans to re­tire the Vir­gin Amer­ica brand, fol­low­ing last year’s $4 bil­lion merger deal. “After care­ful con­sid­er­a­tion, the com­bined com­pany will adopt Alaska’s name and logo, re­tir­ing the Vir­gin Amer­ica name likely some­time in 2019,”ac­cord­ing to a state­ment by Alaska Air, but added that “the com­bined air­line will adopt many of the brand el­e­ments that Vir­gin Amer­ica en­thu­si­asts love.”

Among other changes, the phased merger over the next few years will in­clude retrofitting se­lect air­craft with pre­mium seat­ing to be ex­panded across the group’s Air­bus fleet. Alaska’s 737 fleet will add high-speed satel­lite WiFi in 2018, with the re­main­der of its Air­bus fleet to fol­low by the end of 2019.

Vir­gin Amer­ica’s fre­quent flyer pro­gram will be merged into the Alaska Mileage Plan in 2018. Re­freshed and ex­panded lounges will be un­veiled in Seat­tle, Port­land and Los An­ge­les by early 2019, as well as new fa­cil­i­ties in San Fran­cisco and New York JFK.

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