Alaska Air and Virgin America to Merge Reservations Systems Later This Month

By Anna Breuer on 10 April 2018
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IMGP3738Virgin America, the upstart airline founded by Richard Branson in 2007, will soon be relegated to the dustbin of history, along with storied names such as Pan Am, Continental, TWA, US Air, and Northwest Orient.

The airline, now a subsidiary of Alaska Airlines, merged with that carrier in December 2016 and, despite much debate about maintaining the Virgin brand, will soon be subsumed by its acquirer.

The two are already operating under a single operating certificate since the beginning of the year and, on April 25, the Seattle-based carrier will merge all Virgin America customer-facing operations such as selecting flights and checking in. Going forward, 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” from that date on.

One benefit for frequent travelers will be the availability of complimentary upgrades for elite members of Alaska Airlines Mileage Plan (Virgin America’s Elevate program was merged into Alaska’s on January 1, 2018), even on Virgin America flights.

Last month, Alaska introduced West Coast-inspired food selections acknowledging Virgin America’ s California root and Virgin America aircraft, which are being repainted in Alaska livery, will soon get a new interior including new seats, satellite-based Wi-Fi, and streaming in-flight entertainment.

(Photo: Accura Media Group)

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