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Alaska Airlines Doesn't Want to Drive Away Virgin America's Happy Customers

Andrew Sheivachman

Photo Credit: An Alaska Airlines plane leaving Portland, Ore. Flickr / Eric Salard

Skift Take

While Alaska Airlines executives talked around whether they would eliminate the Virgin America brand and loyalty programs, the subtext indicates it's only a matter of time until Virgin America's fleet is rolled into the Alaska brand.

While many were hoping that JetBlue would win the quest to acquire Virgin America due to a similar focus on quality service, Alaska Airlines executives said on the company's latest earnings call that they aren't planning on throwing away Virgin's reputation for quality service and robust loyalty offerings. "In nine years [of operation], there was a tremendous amount of allegiance to the company," s

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