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Alaska Airlines Group plans to begin selling Virgin America flights under the Alaska brand on April 25.
“At this time, we’ll integrate our passenger service systems, which means we will have one inventory of flights, one customer website (AlaskaAir.com), one mobile app, and only Alaska kiosks,” company spokeswoman Bobbie Egan wrote in an email to Travel Weekly. “Gates, ticketing and check-in areas will all be Alaska-branded at the airport.”
The April 25 integration is to take place in tandem with the commencement of Alaska’s spring 2018 schedule.
Alaska acquired Virgin America in December 2016 for $2.6 billion. In March, Alaska said it would phase out the Virgin America brand by 2019, but added that the combined airline would retain some popular features of the Virgin America brand. For example, Alaska will adopt the mood lighting for which Virgin America is known, except the lighting will be light blue rather than red.
Changes to aircraft interiors and liveries won’t be completed by the time of the planned April 25 integration, Egan said. As such, the Virgin America fleet of Airbus aircraft will still have the Virgin America logo at that time.
However, Alaska has already begun changing product branding on Virgin America aircraft. For flights beginning April 25, the carrier is now selling Virgin America’s Main Cabin Select seats, which offer additional legroom at the front of the economy cabin, as Premium Class seats — Alaska’s name for the equivalent product.
Sоurсе: travelweekly.com