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
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
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.