Alaska Air Won't Have Flatbeds But Will Reward Frequent Flyers With Free Upgrades

With its competitors adding amenities, including improved food and designer silverware, to already-luxurious flatbed seats on some transcontinental routes, Alaska Airlines will try a different approach, installing new recliners as it prepares to give away many first class seats to its most loyal customers. It's a contrarian approach for 2017, but Alaska is calculating it makes no sense to mimic the special business class cabins United, American, JetBlue, and Delta use on flights from New York to San Francisco and Los Angeles. On the two routes, the four airlines all seek the same types of passengers — lucrative corporate customers and wealthy individuals who pay $1,200 or more roundtrip for beds, champagne, and celebrity-chef created menus. A couple of the airlines — JetBlue and Delta — are even expanding flat beds and upscale service to other markets, beyond New York to L.A. and San Francisco. Alaska has avoided this arms race for years. But Virgin America, which Alaska acquired last year, has dabbled in the space with a less-than-competitive product. Its leather recliners have more recline and legroom than most dom