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<\/a><\/p>\nIt’s a curious thing to watch one airline acquire another. Here in the United States we’ve watched eight large airlines combine into four over the last ten years. Delta with Northwest, United with Continental, Southwest with AirTran and finally American with US Air. All of them were different in nature, and all four of these combinations created four modern behemoth carriers.<\/p>\n
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Most recently we watched as Alaska Airlines acquired Virgin America. While not creating another behemoth like the previous mergers, Alaska does want to establish themselves as a dominate west coast carrier. With size, Alaska Airlines will be better able to determine their future when competing against other larger carriers. They will also be the larger party if another merger discussion were to take place in the future.<\/p>\n
<\/p>\n The surviving airlines of the large 3 legacy carriers (American, Delta and United) included elements of both the previous airlines. It was not this way with Southwest and AirTran, where AirTran was truly absorbed and assimilated into the Southwest Airlines business and culture. Alaska Airlines is following this path, and has so far indicated that very little of the original Virgin America will remain in the new combined airline.<\/p>\n We are in the middle of this process, and now are starting to watch the existence of Virgin America fade away. Regardless of your option about the merger, from a marketing and business perspective it is interesting to watch Alaska Airlines take over Virgin America. From the events of last year, and Alaska Airlines corporate communications, we can speculate on how much time Virgin America has left.<\/p>\n The future dates beyond July 2017 are speculative and guesses at best. We’ve been given a fair amount schedules and estimated dates for upcoming changes from Alaska Airlines. Some of these guesses are more educated than others, and your mileage may vary as Alaska Airlines integrates these two airlines.<\/p>\n Another part of this story surrounds Sir Richard Branson and his desire to \u201crestart\u201d Virgin America at some point in the future. That could add more drama to this story, but that subject matter won\u2019t be covered in this post.<\/p>\n Alaska Airlines has announced that it will be the surviving single brand going forward, and that the Virgin America brand will be retired in 2019. The new Alaska Airlines must complete an overwhelming check list to complete their acquisition. Last year in April of 2016 this story started with the bid war between Jet Blue and Alaska Airlines for Virgin America, with Alaska paying up to secure the deal. After that the DOJ and Alaska Airlines negotiated back and forth for\u00a0nine months and finally came to an agreement for deal approval. Immediately after that in December Alaska Airlines settled a passenger filled lawsuit and started to integrate with Virgin America.<\/p>\n Alaska Airlines started this year with a lot of activity. Virgin America Elevate members were granted status with Alaska Airlines Mileage Plan. You could use Alaska Airlines Mileage Plan miles to redeem Virgin America flights and Virgin America Elevate points could be transferred to Alaska Airlines Mileage Plan (and not the other way around).<\/p>\n Then in March Alaska Airlines publicly stated what many people were waiting for; Alaska Airlines would stop using the Virgin America brand in 2019. They also laid out the basic timeline for becoming one airline. Richard Branson wrote a heartfelt letter and without notice Virgin America and Comenity Bank stopped accepting new applications for Virgin America Visa Signature Cards. In May the LAX Loft (Virgin America\u2019s one and only lounge) closed, and Virgin America was kicked out of Los Angeles LAX Terminal 3 and moved in with its new big brother Alaska Airlines at Terminal 6.<\/p>\n Alaska Airlines will continue to be busy integrating Virgin America for the rest of 2017. Alaska Airlines\u00a0needs to put in place the much-anticipated Virgin America benefits to Alaska Airlines elites including preferred seating, Main Cabin Select upgrade eligibility, and advanced access to purchased first class upgrades. These were existing benefits to Virgin America elites that haven\u2019t been copied over to Alaska Airline elites. Alaska says this summer for these integration items.<\/p>\n There is also a major move at JFK\u00a0New York when Alaska Airlines relocates from Terminal 8 and Virgin America from Terminal 4; both moving to Terminal 7. The move also includes a large investment in Terminal 7 itself, and a new lounge. The JFK changes are scheduled to take place in October 2017.<\/p>\n Virgin America has announced that starting September 30th, 2017 earning and redemption on all Elevate\u00a0partners will effectively cease. This includes all airline partners Emirates, Hawaiian Airlines, Singapore Airlines\u00a0and Virgin Australia.<\/p>\n The Virgin America Elevate program is scheduled to be decommissioned after December 31st, 2017. This is really a 2018 item, but note 2017 is the last year to utilize the Elevate program and Elevate points.<\/p>\n <\/p>\n<\/a><\/p>\nDisclaimer<\/strong><\/h3>\n
<\/a><\/p>\n2016 – The Acquisition is Announced and Closed<\/strong><\/h3>\n
April 4th, 2016<\/strong>\u00a0–\u00a0Alaska Airlines wins bid to purchase Virgin America<\/span><\/a>
\nJuly 26th, 2016<\/strong>\u00a0–\u00a0Virgin America shareholders OK Alaska Air merger<\/span><\/a>
\nSeptember 8th, 2016<\/strong>\u00a0–\u00a0Passengers File Suit To Block $2.6B Alaska-Virgin Merger<\/span><\/a>
\nOctober 20th, 2016<\/strong>\u00a0–\u00a0DOJ delays Alaska Airline’s acquisition of Virgin America<\/span><\/a>
\nNovember 13th, 2016<\/strong>\u00a0–\u00a0Virgin Atlantic dropping partner Virgin America<\/span><\/a>
\nDecember 6th, 2016<\/strong>\u00a0–\u00a0DOJ approves Alaska Airlines\u2019 acquisition of Virgin America<\/span><\/a><\/span>
\nDecember 7th, 2016<\/strong>\u00a0– Alaska Airlines Settles Passenger Suit to Block Merger<\/span><\/a>
\nDecember 14th, 2016<\/strong>\u00a0–\u00a0Alaska Air Group closes acquisition of Virgin America<\/span><\/a>
\nDecember 19th, 2016<\/strong>\u00a0–\u00a0Alaska Airlines and Virgin America start cross earning points<\/span><\/a>
\nDecember 19th, 2016<\/strong>\u00a0–\u00a0Alaska Airlines and Virgin America flyers receive reciprocal benefits<\/span><\/a>
\nDecember 19th, 2016<\/strong>\u00a0–\u00a0Virgin America tickets can be purchased on Alaska Airlines website<\/span><\/a><\/h5>\n\u00a0
<\/a><\/h3>\n2017 – The Two Airlines Start Working Together and the\u00a0Virgin America Brand Will\u00a0Be\u00a0Discontinued<\/strong><\/h3>\n
January 9th, 2017 –<\/strong>\u00a0Virgin America Elevate points start transferring to Alaska Airlines Mileage Plan<\/span><\/a>
\nJanuary 9th, 2017\u00a0–<\/strong>\u00a0Virgin America Elevate members matched to Alaska Airlines Mileage Plan levels<\/span><\/a>
\nJanuary 9th, 2017\u00a0–<\/strong>\u00a0Alaska Airline offers redemptions for Virgin America flights with Mileage Plan<\/span><\/a>
\nMarch 6th, 2017\u00a0–<\/strong>\u00a0Alaska Airlines Mileage Plan elites get free bags with Virgin America<\/span><\/a>
\nMarch 9th, 2017\u00a0–<\/strong>\u00a0Virgin America and Alaska Airlines expands west coast flights<\/span><\/a>
\nMarch 16th, 2017\u00a0–<\/strong>\u00a0Alaska Airlines companion pass expanded to Virgin America flights<\/span><\/a>
\nMarch 23rd, 2017\u00a0–<\/strong>\u00a0Alaska Airlines announces eventual discontinuation of Virgin America brand<\/span><\/a>
\nApril 27th, 2017\u00a0–<\/strong>\u00a0New applications for the Virgin America credit card discontinued<\/span><\/a>
\nMay 10th, 2017\u00a0–<\/strong>\u00a0The Loft closing at LAX<\/span><\/a>
\nMay 12th, 2017 –<\/strong> Virgin America website booking now includes Alaska Airline destinations<\/span><\/a>
\nMay 13th, 2017\u00a0–<\/strong>\u00a0Virgin America moves to T6 at LAX<\/span><\/a>
\nMay 31st, 2017 –<\/strong> Virgin America begins using Airbus Neo 321 aircraft<\/span><\/a>
\nJune 28th, 2017 –<\/strong> Alaska Airline opens new C lounge in Seattle<\/span><\/h5>\n<\/a><\/h3>\nThe Future of 2017 and the\u00a0Last Year of Elevate<\/strong><\/h3>\n
August 15th, 2017 –<\/strong> Alaska Airline elites have access to Preferred Main Cabin Seating with Virgin America<\/span><\/a>
\nAugust 15th, 2017<\/strong> – Alaska Airlines elites to have Main Cabin Select upgrade eligibility with Virgin America<\/span><\/a>
\nAugust 15th, 2017 –<\/strong> Alaska Airlines\u00a0elites to have advanced access to\u00a0first class upgrades with Virgin America<\/span><\/a>
\nSeptember 30th, 2017 –<\/strong> Virgin America ends partner airline redemptions<\/span><\/a>
\nNovember 1st, 2017 –<\/strong> Alaska Airline and Virgin America combine operations in New York Terminal 7<\/span><\/a>
\nDecember 31st, 2017 –<\/strong> Virgin America Elevate program formally is ended by Alaska Airlines<\/span><\/a><\/h5>\n