Alaska Airlines Boosts West Coast Presence and Enhances Lounge Experience

Alaska Airlines jet at West Coast airport gate.

Alaska Airlines is making significant moves to strengthen its West Coast operations and elevate the customer experience. The airline has announced a substantial expansion of its flight network, alongside enhancements to its lounge offerings, all while maintaining its popular award chart structure within the new Atmos Rewards program.

Key Takeaways

  • Alaska Airlines is adding seven new routes, primarily connecting cities across California, Oregon, and Washington.
  • The airline’s new Atmos Rewards Summit Visa Infinite Credit Card offers premium lounge benefits, including complimentary cocktails.
  • Alaska Airlines has committed to keeping its distance-based award chart, a move praised by frequent flyers.

West Coast Expansion Takes Flight

Alaska Airlines is significantly bolstering its presence on the West Coast with the introduction of seven new routes. This expansion aims to strengthen its network in key California markets, including Burbank and wine country, while also creating new connections to popular destinations like Sun Valley, Idaho. The new routes, operated by Horizon Air’s Embraer 175 jets, are set to launch between late October and early January. This strategic move includes filling a void left by another carrier at Hollywood Burbank Airport (BUR) and capitalizing on successful strategies, such as connecting Southern California with ski destinations.

Enhanced Lounge Perks for Premium Cardholders

In conjunction with the relaunch of its Atmos Rewards loyalty program, Alaska Airlines is introducing enhanced benefits for its premium credit cardholders. The new Atmos™ Rewards Summit Visa Infinite® Credit Card now offers cardholders access to an elevated bar program at Alaska Lounges. This includes a mixologist-curated menu featuring seasonal cocktails made with premium spirits. Cardholders can enjoy these complimentary drinks, and even treat a companion, by simply presenting their Summit card. The elevated bar program is rolling out to all Alaska Lounge locations, with Seattle-Tacoma International Airport (SEA) already featuring the enhanced offerings.

Award Chart Remains a Customer Favorite

A significant win for loyal customers is Alaska Airlines’ decision to maintain its established award chart within the new Atmos Rewards program. Unlike many competitors who have shifted to dynamic award pricing, Alaska continues to offer a distance-based redemption system. This predictable structure allows for some of the best award deals in the industry, with short domestic flights starting at 4,500 points and transatlantic flights to Europe available from 22,500 points. This commitment to a stable award chart was a key factor in securing regulatory approval for the merger with Hawaiian Airlines and has been met with widespread approval from frequent flyers who value the consistent redemption values.

Sources

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