Alaska Air emerges as a maverick in aviation’s age of consolidation

Alaska Air Group Inc. controls about 3% of the U.S. industry’s capacity, but it doesn’t worry about its small size, even though rivals have grown larger through mergers.

Brad Tilden, chief executive of the Alaska Airlines parent for the past 13 months, said that being small keeps the carrier nimble and close to its customers and employees.

The 81-year-old company aims to use technology to create a hassle-free customer experience, whether on its website, at the airport or on the plane.