Alaska to Merge Virgin America Customer-Facing Operations on April 25
Alaska Airlines will merge all Virgin America customer-facing operations, such as selecting flights and checking in, into its own system as of April 25. (Alaska bought Virgin America in 2016.) From that date, customers will use Alaska’s website, mobile app, and airport kiosks when traveling. The airline promises “a single Alaska Airlines experience for all guests when shopping for flights, booking flights, and checking in at airports.” One benefit for frequent travelers will be the availability of complimentary upgrades for elite members of the Alaska Airlines Mileage Plan, even on Virgin America flights. (Virgin America’s Elevate program was merged into Alaska’s frequent-flier plan on January 1, 2018.) Virgin America aircraft, which are being repainted in Alaska livery, will soon get a new interior including new seats, satellite-based WiFi, and streaming in-flight entertainment.