The deal is expected to close in January of 2017. It’s like you’re at a horse race. Gamification in travel programs isn’t new — after all, we’ve been writing about how it can increase policy compliance and improve travel cultures for years — but over the past few weeks I’ve seen it come up increasingly often in RFPs and my conversations with our TMC and… Though the expanded Alaska-Virgin network will give passengers more options for redeeming their miles, past airline mergers suggest that program members should be wary of eventual point devaluation and In a Q&A after the merger announcement, an Alaska Airline spokesman said that:“Both loyalty programs will remain distinct until the transaction closes – with no short-term impact on members. On April 4, 2016, Alaska Airlines and Virgin America announced their intention to merge, forming the. “And their point of view is actually being influenced by a broader ecosystem. The overlap is relatively small, accounting for only 15 nonstop markets which makes up about 40% of Virgin’s network but less than 10% of Alaska’s, meaning that few routes will suffer reduced competition after losing a carrier.”George Hobica, founder of Airfarewatchdog.com, told But the potential benefits, and costs, of the Alaska-Virgin merger will be unevenly distributed.
Photo: Alaska Airlines. Let’s see if that changes soon.
The combined company also had, for awhile, seven different data centers and two different networks.One of her first tasks, she said, was deciding the order of integration.“When you start thinking about bringing it together, one of the learnings has been, how do you create this master plan of what should go first, second and third?” she said.In this case, she said, the airline prioritized what it saw as “anchors,” or systems that were customer-facing or vital to operations. That ability to innovate and challenge the status quo is why we all choose to be part of the startup community, but our drive to help right now is…
The airline has had some hiccups merging corporate cultures — former Virgin America employees sometimes complain about Alaska’s staid, risk-free approach — but it has had few of the technological snafus that have plagued other airline mergers.The media often picks up on technology troubles. Alaska would also like improve its customer interaction so it is a “all seamless and continuous,” rather than disjointed.“So it’s not like I’m a guest at the airport, and I’m different on the flight, and I’m different when I’m on digital or calling the call center,” she said. Jain said it wants to become more nimble in how it interacts with customers, so it can remove friction and provide a “hassle-free” experience. Virgin America let customers place orders on their seat-back screens, and flight attendants would deliver it, but that functionality disappeared as Alaska removed screens from planes to save costs and weight.“That is one thing we have on our roadmap to do through the mobile app,” she said.Alaska has other priorities, too. Over the past decade domestic airfares have grown at a rate faster than overall inflation, even before accounting for increasingly prevalent baggage fees that add $25 or more to the cost of a flight.Despite recent history, there’s reason to be hopeful that this latest merger won’t lead to higher fares, and might even benefit passengers. Jain had been through this before, at United Airlines, where she was a senior managing director of operations technology and technology integration during its merger with Continental Airlines. .
While at United, she learned a valuable lesson about melding airline technology: It doesn’t have to be perfect, but it must work.“Technology is one of two things that can really make or break a merger,” she said Thursday at the Skift Tech Forum in San Francisco. We recently closed the books on a very good 2017, and before we get too much further into 2018, I. January 11, 2018 After today’s big merger milestone, Alaska and Virgin America prepare for more exciting changes in 2018.
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