Virgin America “best consumer airline” in US: Branson
Alaska Airlines has announced that it will retire the Virgin America brand by the close of 2019, absorbing the assets of the airline into its own fleet.
Alaska Airlines acquired the airline last year for US$2 billion, allowing the airline to expand its route network to include 1200 daily departures, as well as gaining a stronger presence in San Fran and LA.
The acquisition has not only gifted Alaska Airlines both San Francisco and Los Angeles gates occupied by Virgin America, but also its landing rights in Washington and New York, while knocking out a West Coast competitor completely.
“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,” Sangita Woerner, Alaska’s vice president of marketing, said in a statement.
Richard Branson’s open letter
Virgin Group CEO Richard Branson, has penned a ‘Dear Virgin America’ letter, where he farewelled his beloved US airline.
“[Alaska Airlines] has a very different business model and sadly, it could not find a way to maintain its own brand and that of Virgin America,” he wrote.
“Remember launch day – August 8th, 2007 – when even an epic tornado didn’t stop our brilliant team getting our first flight an on-time departure?” he lamented.
“The legacy airlines kept trying to stop us flying. But we won over people in Newark, Chicago and Boston in similar fashion. We grew to more than 25 cities, swept every single major consumer travel award and became profitable.
“Even if the industry ‘experts’ did not, you and your guests always believed that an airline can stay in business by delivering a better flying experience.
“We went through a lot together. It was a long and hard journey but in the end you are the best consumer airline in America.
“You invented concepts like ‘moodlighting’ and ‘on-demand food,’ you reinvented cabin amenities from seat-to-seat chat to Netflix in the sky. You chose warm and soothing pink to purple moodlighting that transitions based on outside light.
“You proved it is possible to run a business with a strategy that does not rely on low fares and a dominant position alone: you attracted premium flyers with a fun and beautiful guest experience. You created the world’s most loved safety video.
“You proved that it is possible to create a business with a terrific culture and a brand that people love.”
So what will change?
Alaska Airlines has announced it will begin refreshing all its cabins next year, while adding new seats and amenities, along with fresh uniforms for customer-facing staff.
The Virgin America aircraft will farewell their eight-seat first class cabin, which has more recline and legroom than other US airlines. Instead, Alaska will put four more seats in the cabin, and whittle down the seat pitch from 55 to 41 inches.
Alaska will, per Skift, upgrade elite frequent flyers to unsold first class seats free of charge, which is a practice not ever used under Virgin America operations.
Former Virgin America planes will also snag 18 new seats with extra legroom and complimentary alcohol.
Alaska is also going to ramp up its Wi-Fi offerings from 2018, and given both Alaska and Virgin America had some of the slowest inflight Wi-Fi this upgrade couldn’t come soon enough for passengers.
Alaska will also overhaul and revamp its Seattle, Portland and LA lounges, while new ones will crop up in San Fran and New York JFK.
Image from Virgin America
Email the Travel Weekly team at traveldesk@travelweekly.com.au
Alaska Airlines richard branson virgin americaLatest News
Travel DAZE Exec Agenda REVEALED: top execs to speak on airline competition
As the industry reels from Bonza's implosion, it is more important than ever to ask the big questions.
Skroo says Rex will need deep pockets to fill lost Bonza slots
The door is open for Rex, and anyone else who wants to launch a regional Aussie airline...
Hilton Expands Presence in North Queensland with the signing of Hilton Garden Inn Townsville
Heading to a North Queensland Cowboys clash? Hilton Garden Inn Townsville is set to open, but not until 2026.
Amy Poehler joins Vivid Sydney event
Oh Joy! Hit comedian Amy Poehler will make an emotional appearance at the Sydney Opera House for Vivid.
Emirates unveils future plans with new hub at Al Maktoum International Airport
We've also been looking into our future. It involves plenty of famils, we hope.
Two thirds of Australians support introduction of tourism tax, survey reveals
Can you guess which generation was the most outraged at the news? Hint: It is exactly who you think!
“The consumer really just wanted more classic reward availability” – customers underwhelmed by Qantas FF shakeup
All this consumer wants is to sit behind someone that doesn't push their seat back to near-horizontal levels.
Aussie travellers warned of ‘significant’ visa shifts in destinations including Chile, US and Vietnam
To be honest are biggest advice for having a layover in the US, is just don't.
Profile: Delta CEO Ed Bastian
Bastian says the airline business isn't for the faint hearted. We're sure Alan Joyce would agree!
Final Call: Travel DAZE Exec early birds are about to expire
Much like the auctioneer at the hottest sale of the year, we're giving you one more chance to jump at this deal!
Forget the weekend! Experience Gold Coast launches mid-week travel campaign
Your boss might be a bit bothered if you jet off mid-week, but you'll be the envy of all of your Instagram followers.
Victorian Tourism Industry Council warns of losing tourism dollars to NSW & QLD
Trendy cafe's hidden in CBD laneways can only get so many tourism dollars, clearly!
AIME 2024 rustles up $330m for APAC economy
This figure is a 65 per cent increase on 2023, much alike The Nibbler staff's alcohol consumption.
Amex GBT to purchase CWT for $871m
It's big deals like this that get a firm handshake - hence the sore hands over at the CWT and Amex GBT offices.
Boeing cleanout: CEO, chair to go as safety crisis plagues the manufacturer
CEOs are falling thick and fast these days. We should have started up a bingo game with their headshots in the office.
Star boss resigns, admits retaining NSW casino licence unlikely under his leadership
The CEO resigned after 18 months in the role. 'Another one bites the dust' rumoured to be heard playing in Pyrmont.
Corporate Traveller swings amateur golfers around the globe for World Golf Competition
How're your golf skills? Consider yourself a Tiger Woods or often get quadruple bogeys? We take after the latter.
Corporate travellers to spend big on Melbourne F1 despite financial pressures
Part of the attraction is sick days after the event as corporate travellers suffer creaked necks and blown eardrums.
Bonza officially kicks off Gold Coast-Darwin route
The Flying Purple Thumb is back at it with another route. We swear, we're going to make this nickname stick!
South West Sydney Tourism launches Western Sydney Tourism Awards
Penrith's 3 consecutive NRL premierships wasn't enough? The people of Western Sydney could fill the trophy cabinet more!
Hotels vs. Airbnb: Industry leaders at odds over who should pay accommodation levy
There's not as much gore in the Hotels vs. Airbnb saga as there is in Alien vs. Predator, but it's just as thrilling!
Singapore Airlines revamps premium economy with new menu, amenity kit
Felt Singapore Airlines was lacking "the sauce" (as the kids say). Bolster belief in the carrier's je na sais quoi here.
Business Events Adelaide set for 20th Destination SA event
Destination SA turns 20! Hopefully it's not celebrated with vodka cruisers and vapes like most 20th birthdays.
Boeing’s woes delay massive Virgin Australia order
This delay means Virgin staffers will be without that new plane smell, inspiring us to sell it in a can.
All the winners from the 2023 Qantas Australian Tourism Awards
Somehow missed this news recently? Good thing you're subscribed to our fabulous newsletter!
Corporate international travel from Brisbane up 30% YOY: Flight Centre
Queenslanders seem keen to go somewhere that actually serves good beer! Sorry, we actually like Great Northern.
Amora Brisbane undergoes $30m remodelling, geared up for MICE offerings
When $30m goes into an amazing hotel to get it geared up for MICE offerings, that's amore!
Corporate Travel Management’s CEO Laura Ruffles steps down
CTM confirmed that Ruffles will be stepping down due to a personal health issue, effective immediately.
Qatar Airways crowned World’s Best MICE Airline at World MICE Awards
You could say Qatar Airways really 'nabbed the cheese' with this one! Alright, we'll see ourselves out...
Qantas, Jetstar & Virgin hike airfares as supplier costs inflate
Supplier increases means you'll pay more. It's like pass the parcel, but instead of getting a present, you owe money.
NSW Central Coast wins global sustainability award for promoting ecotourism at ITB
NSW Central Coast jumped the gun on St. Patricks Day and got the green celebrations going early!
PHOTOS: RuPaul’s Drag Race stars hit Kings Canyon for Priscilla’s 30th anniversary
The stars have renamed the iconic spot 'Queens Canyon'. No name change to the adjacent 'Priscilla's Crack', however.
Air NZ to suspend Auckland-Chicago route amid aircraft troubles
Sorry Kiwis, your craving for authentic deep dish pizza will go unsatiated (or you could just fly with another airline).
Tasmanian Premier promises to build the world’s largest chocolate fountain if re-elected
If only sticky 6-year-old children could vote. Then the Tassie Premier would be guaranteed a victory!
The staggering amount invested in 2022/23 Australian tourism projects revealed!
Any guesses on how much it was? We'll give you a hint: It's between $1 and $9 trillion (hope this helps).
Marriott’s Bonvoy Lounge makes it a 5-peat at Formula 1 in Melbourne
If Formula 1 is so good, then why isn't there a Formula 2? Oh there is one... Never mind.