A Weakened Virgin America’s Profits Decline as Alaska Prepares to Close Merger

Yes, Alaska paid a fortune for Virgin America. But that doesn't mean it is a bad deal. Alaska believes it needs Virgin America's assets to compete and grow.

Alaska Airlines Still Plays It Coy About Fate of Virgin America Brand

Alaska Airlines continues to play it coy when asked about its plans for the Virgin America brand. But it seems likely Alaska will retire most, if not all, aspects of the upstart's brand.

U.S. Carriers Should Re-Think Gutting Benefits for Their Most Loyal Flyers

Sometimes generosity and taking care of your most loyal customers gives a halo that is not immediately visible, but can have long-term benefits and end up saving your skin.

Airlines Are Auctioning Seats Rather Than Upgrading Loyal Passengers

Airlines aren't in the business of giving stuff away for free any more, so expect more airlines to consider seat auctions or other ways to monetize items they used to give away to loyal flyers.

Bereavement Fares Have Mostly Disappeared on U.S. Airlines

For most travelers, this is not a big deal. In many markets, airlines are discounting last-minute tickets so much that passengers don't need bereavement fares to find a reasonable price.

JetBlue to Match Virgin America Flyers’ Points Balances

The points' match from JetBlue shows the extent to which the airline will go to compete with Virgin America, its soon-to-be-stronger adversary.

Alaska Airlines CEO Hints That Virgin America Brand May Not Be Doomed

Alaska Airlines understands Virgin America's core customers are loyal, and it does not want to lose them. But is keeping the Virgin America brand the right move? Operating two brands at once would not be easy.

Skift CMO Interviews: JetBlue’s Biggest Challenge Is to Keep Being Cool

JetBlue doesn't use influencers to promote its brand except in scattered countries where the airline isn't well-known. Who needs influencers when word-of-mouth and your own passengers spread the good vibes?

The Plan to Pit Passenger Against Passenger for Better Flight Upgrades

Targeted bidding on flight upgrades is a smart way for airlines to engage customers and offer value without inundating flyers with additional fees and packages. But it also adds a level of uncertainty that travelers may find off-putting.

Southwest Lowers Fares While Delta Raises Some, For Now

Airlines' practice of matching or occasionally not matching competitors' fares is a contact sport. Virgin America's David Cush thinks carriers would be better-served competition on product where practical. It would be an uphill fight.