Business of Loyalty: Alaska and Singapore Forge Codeshare and Loyalty Partnership
Photo Caption: Alaska Airlines has partnered with Singapore Airlines to give passengers more long-haul options. Pictured, an Alaska flight attendant pours Rosé wine on National Rosé Day June 10, 2017.
Skift Take
Alaska's decision to partner with Singapore Airlines, a Star Alliance member, may seem strange, but there are serious benefits for international travelers.
Alaska Airlines this year has been making dramatic changes to Mileage Plan, its loyalty program, as its integration of Virgin America takes shape, and competing airlines make moves on the west coast.
Originally, when the carrier launched a partnership with Finnair in May, rumors circulated that with the merger wrapped up, Alaska may lean closer to a relationship with the Oneworld alliance. American Airlines plays a big role in that alliance and the joint network would seriously compete with Delta, which is trying to expand into Seattle. Alaska already collaborates with Cathay, Japan Airlines, and a handful of other Oneworld carriers.
In July, however, Alaska and American put the brakes on their relationship when they announced that frequent flyers on either side would soon only earn
