Perhaps no other airline merger has raised more concerns than Alaska Airlines’ acquisition of Virgin America. 2 certifiably fine airlines, with quite different corporate cultures and products. Water and Oil. How would they mix?
How much of what made Virgin America the winner of polls that were reader-favorite would be carried over under the new owner’s regime?
Alaska itself seemed ambivalent at one point indicating an opportunity was the branding and some semblance of its service product may be retained long term.
This week, almost a year after the merger’s statement, Alaska eventually clarified its own plan for Virgin America, positioning it as a “shared vision” of the 2 carriers.
The Virgin America name and logo is going to be retired, “likely sometime in 2019.” But “the airline will adopt lots of the brand elements that Virgin America fans love about their favourite airline, including enhanced in-flight entertainment, mood lighting, music and the constant desire to make flying a distinct experience for guests”
Among the changes:
- New, redesigned cottage interiors starting in 2018
- New pajamas, made by Luly Wang, in mid-2019
- High-speed inflight Wi-Fi on all airplanes by end-2019
- 50% growth in first-class A320 seating and new Premium coach chairs from late-2018
- Mileage Plan replaces Virgin Elevate program in 2018
- New and renovated airport lounges by early-2019
Fashion-forward uniforms and lighting will not transform Alaska. But can such improvements be disregarded as lipstick on a pig. Alaska is a solid airline, albeit a firm than Virgin’s with a personality. Because there is for pessimism there reason for hope.
Sir Richard Responds
Maybe no one is spent in Virgin’s fate than the founder, Sir Richard Branson of the airline.
Branson expressed his opposition as follows:
In response to the statement of Alaska, Branson repeatedly expressed some skepticism regarding any efforts to sustain the Virgin encounter in a brand new environment, in Addition to sadness this week:
After lavishing praise on the airline employees and extolling the accomplishments of Virgin America, Branson signed off to a semi-hopeful notice:
While the music might not perish for Virgin’s workers, it remains to be seen if the airline’s loyal customers will be left singing the blues, or singing the compliments of Alaska.
Reader Reality Check
Are you optimistic or pessimistic regarding Alaska’s ability to integrate Virgin’s advantages into its operations?