View source for Alaska Airlines

{{Short description|Airline of the United States}}
{{About|the airline named Alaska Airlines|its parent company|Alaska Air Group}}
{{distinguish|Akasa Air}}
{{Use American English|date=December 2025}}
{{Use mdy dates|date=December 2025}}
{{Infobox airline
| airline = Alaska Airlines
| logo = Alaska Airlines logo with tagline.svg
| logo_size = 175px
| image = Alaska 737 Max 9.jpg
| caption = An Alaska Airlines [[Boeing 737 MAX 9]]
| fleet_size = [[Alaska Airlines fleet|328]]
| destinations = [[List of Alaska Airlines destinations|128]]<ref>{{Cite web |title=Alaska Airlines on ch-aviation.com |url=https://www.ch-aviation.com/portal/airline/AS |access-date=November 21, 2023 |website=ch-aviation.com}}</ref>
| IATA = AS
| ICAO = ASA
| callsign = ALASKA
| founded = {{start date and age|1932|04|14}} (as ''[[McGee Airways]]'')
| commenced = {{start date and age|1944|06|06}}<ref name="NAAH">{{Cite book |last1=Norwood |first1=Tom |url=http://www.airwaysnews.com |title=North American Airlines Handbook |last2=Wegg, John |publisher=Airways International |year=2002 |isbn=0-9653993-8-9 |edition=3rd |location=Sandpoint, Idaho |access-date=April 28, 2017 |archive-url=https://web.archive.org/web/20161128070750/http://airwaysnews.com/ |archive-date=November 28, 2016 |url-status=dead}}</ref>
| aoc = ASAA802A<ref>{{Cite web |title=Federal Aviation Administration&nbsp;– Airline Certificate Information&nbsp;– Detail View |url=http://av-info.faa.gov/detail.asp?DSGN_CODE=ASAA&OPER_FAR=121&OPER_NAME=ALASKA+AIRLINES+INC |url-status=live |archive-url=https://web.archive.org/web/20180328102959/http://av-info.faa.gov/detail.asp?DSGN_CODE=ASAA&OPER_FAR=121&OPER_NAME=ALASKA+AIRLINES+INC |archive-date=March 28, 2018 |access-date=May 17, 2017 |publisher=Av-info.faa.gov}}</ref>
| headquarters = [[SeaTac, Washington]], United States
| key_people = {{Unbulleted indent list
  | [[Ben Minicucci]] (Group [[Chief executive officer|CEO]])
  | Jason Berry ([[Chief operating officer|COO]])
  }}
| hubs = {{ubl|class=nowrap
  | [[Ted Stevens Anchorage International Airport|Anchorage]]
  | [[Los Angeles International Airport|Los Angeles]]
  | [[Portland International Airport|Portland (OR)]]
  | [[San Diego International Airport|San Diego]]
  | [[San Francisco International Airport|San Francisco]]
  | [[Seattle–Tacoma International Airport|Seattle/Tacoma]]}}
| focus_cities = {{ubl|class=nowrap
  | [[Boise International Airport|Boise (ID)]]
  | [[San Jose Mineta International Airport|San Jose (CA)]]}}
| frequent_flyer = [[Mileage Plan|Atmos Rewards]]
| alliance = [[Oneworld]]
| parent = [[Alaska Air Group]]
| founder = [[Linious "Mac" McGee]]
| revenue = {{increase}} {{US$|9.1 billion|link=yes}} (2024)<ref name="10K-2024">{{Cite web |date=February 14, 2025 |title=Alaska Air Group, Inc. 2024 Annual Report (Form 10-K) |url=https://news.alaskaair.com/wp-content/uploads/2025/02/10-K_-_Alaska_AIR_Group_INC_-_02-14-2025.pdf |access-date=February 24, 2025}}</ref>
| net_income = {{decrease}} {{US$|703 million}} (2024)<ref name="10K-2024" />
| assets = {{increase}} {{US$|27.7 billion}} (2024)<ref name="10K-2024" />
| num_employees = {{increase}} 20,269 (2024)<ref name="10K-2024" />
| website = {{URL|https://alaskaair.com/}}
}}

'''Alaska Airlines''' is a [[Major airlines of the United States|major airline in the United States]] headquartered in [[SeaTac, Washington]], within the [[Seattle metropolitan area]]<!--The Alaska Airlines headquarters is **not** in the Seattle city limits-->. It is the [[List of largest airlines in North America|fifth-largest airline in North America]] when measured by scheduled passengers carried, as of 2024. Alaska, together with its regional partners [[Horizon Air]] and [[SkyWest Airlines]], operates a route network primarily focused on connecting cities along the [[West Coast of the United States]] (including [[Alaska]] and [[Hawaii]]) to over 100 destinations in the [[contiguous United States]], [[Belize]], [[Canada]], [[Costa Rica]], [[Guatemala]] and [[Mexico]].

The airline operates out of seven hubs with its primary hub at [[Seattle–Tacoma International Airport]].<ref>{{Cite web |title=Alaska Air Group fact sheet |url=https://news.alaskaair.com/alaska-air-group-fact-sheet/ |access-date=2025-12-04 |website=Alaska Airlines, Hawaiian Airlines and Horizon Air |language=en-US}}</ref> Alaska Airlines is a member of [[Oneworld]], the third-largest [[airline alliance]] in the world.<ref name="ASoneworld">{{Cite web |title=A World Of Possibilities: Alaska Airlines Officially Joins oneworld |url=https://www.oneworld.com/news/2021-03-31-a-world-of-possibilities-alaska-airlines-officially-joins-oneworld |url-status=live |archive-url=https://web.archive.org/web/20210401015627/https://www.oneworld.com/news/2021-03-31-a-world-of-possibilities-alaska-airlines-officially-joins-oneworld |archive-date=April 1, 2021 |access-date=April 2, 2021}}</ref> As of 2020, the airline employs over 16,000 people and has been ranked by [[J.D. Power|J. D. Power]] as having the highest customer satisfaction of the [[Legacy carrier|traditional airlines]] for twelve consecutive years. In 2024, the airline's parent [[Alaska Air Group]] completed an acquisition of [[Hawaiian Airlines]].

==History==
===Early years (1932–1945)===
{{See also|McGee Airways|Star Air Service}}

[[File:McGeeStinson02.jpg|thumb|alt=Black-and-white photo showing the left side of a seaplane being carried sideways on a truck|A Stinson "S" Junior aircraft of McGee Airways: McGee Airways was the precursor to present-day Alaska Airlines.]]
[[McGee Airways]], a precursor to Alaska Airlines, was established by [[Linious "Mac" McGee]] and flew its first service between [[Anchorage, Alaska|Anchorage]] and [[Bristol Bay]].<ref name="history_link">{{Cite web |last=Crowley |first=Walt |date=February 1, 2000 |title=HistoryLink Essay: Alaska Airlines |url=http://www.historylink.org/essays/output.cfm?file_id=2107 |url-status=dead |archive-url=https://web.archive.org/web/20120505163757/http://www.historylink.org/index.cfm?DisplayPage=output.cfm&file_id=2107 |archive-date=May 5, 2012 |access-date=May 17, 2012 |website=Historylink.org}}</ref> Service was unscheduled, with flights taking off when passengers, a load of cargo, or mail needed passage.<ref name="history by decade">{{Cite web |title=Alaska Airlines History by Decade |url=http://www.alaskaair.com/content/about-us/history/history-by-decade.aspx |url-status=live |archive-url=https://web.archive.org/web/20120415025540/http://www.alaskaair.com/content/about-us/history/history-by-decade.aspx |archive-date=April 15, 2012 |access-date=May 17, 2012 |website=Alaska Airlines}}</ref>

The airline struggled financially during the [[Great Depression]]. Too many airlines were in Anchorage at the time, with not enough demand to support them. As a result, the airline underwent multiple mergers. The first of these mergers was in 1934, when McGee sold his namesake airline for {{US$|50000|1934|link=yes}} to [[Star Air Service]], an airline also located in Anchorage. This allowed McGee to enter the mining industry.<ref name="AS-75thAnniversary_ATW">{{Cite news |last=Glab |first=Jim |date=December 1, 2007 |title=Alaska Airlines 75th Anniversary |url=http://atwonline.com/it-distribution/article/alaska-airlines-75th-anniversary-0309 |url-status=live |archive-url=https://web.archive.org/web/20120503104421/http://atwonline.com/it-distribution/article/alaska-airlines-75th-anniversary-0309 |archive-date=May 3, 2012 |access-date=May 17, 2012 |work=[[Air Transport World]]}}</ref> With a fleet of 15 aircraft, Star Air Service was a dominant airline in Alaska, but the airline continued to struggle financially because of high maintenance costs for its wood-and-fabric planes.<ref name="alaska air group history">{{Cite web |title=Alaska Air Group, Inc. – Company History |url=http://www.fundinguniverse.com/company-histories/Alaska-Air-Group-Inc-Company-History.html |url-status=live |archive-url=https://web.archive.org/web/20100516043440/http://www.fundinguniverse.com/company-histories/Alaska-Air-Group-Inc-Company-History.html |archive-date=May 16, 2010 |access-date=April 16, 2011 |publisher=Funding Universe}}</ref>

In 1937, McGee came back to the airline and opened a liquor store, and the airline began flying liquor to remote Alaskan communities. That year, Star Air Service purchased Alaska Interior Airlines and was incorporated as Star Air Lines.<ref name="history by decade" /> Star was again sold later that year to a group of miners.<ref name="AS-75thAnniversary_ATW" />

In 1938, federal regulation began when Congress created the [[Civil Aeronautics Board]] (CAB), which awarded the airline most of the routes that it wanted in Alaska, but the coveted route between Seattle and Fairbanks was awarded to [[Pan American World Airways|Pan American Airways]].<ref name="alaska air group history" />

In 1941, Star Air Service was purchased by Raymond Marshall, a businessman from New York City. In 1942, the airline purchased three other airlines in Alaska, including Lavery Air Service, Mirow Air Service, and Pollack Flying Service. They also purchased a hangar at the [[Merrill Field|Anchorage airport]]. In 1942, the airline's name was changed to '''Alaska Star Airlines'''.<ref name="alaska air group history" />

When the United States entered World War II in December 1941, Alaska Airlines faced a shortage of pilots. During the war, the airline lacked funds and equipment, and pilots were often forced to buy fuel for their planes out of their own pockets. The company, which was frequently subjected to lawsuits, also went through many different presidents during this time. In 1943, Alaska Airlines purchased the [[Lockheed Model 18 Lodestar]], its first multi-engine aircraft. That same year, the company's stock was traded for the first time on the [[American Stock Exchange]].<ref name="AS-75thAnniversary_ATW" /><ref name="alaska air group history" />

The name '''Alaska Airlines''' was adopted on May 2, 1944, having narrowly beaten a competitor who was applying for the name.<ref name="history_link" /> In the 1940s, Alaska's headquarters were in Anchorage.<ref name="AS 1940s HQ">{{Cite news |title=Alaska Airlines Gets New Chief |url=https://news.google.com/newspapers?id=3sMKAAAAIBAJ&sjid=5U4DAAAAIBAJ&pg=3671,3196652&dq=alaska-airlines+new+headquarters&hl=en |url-status=live |archive-url=https://web.archive.org/web/20210831233541/https://news.google.com/newspapers?id=3sMKAAAAIBAJ&sjid=5U4DAAAAIBAJ&pg=3671%2C3196652&dq=alaska-airlines+new+headquarters&hl=en |archive-date=August 31, 2021 |access-date=August 31, 2021 |work=[[St. Petersburg Times]]}}[https://news.google.com/newspapers?id=3sMKAAAAIBAJ&sjid=5U4DAAAAIBAJ&pg=3671,3196652&dq=alaska-airlines+new+headquarters&hl=en Alaska Airlines Gets New Chief] . ''[[St. Petersburg Times]]''. June 3, 1947. Section 2, Page 11. Retrieved on ''[[Google News]]'' (12 of 59) on February 18, 2010.</ref>

===Expansion after World War II (1945–1949)===
[[File:DC-3 on ice colors adjusted.jpg|thumb|alt=Right side view of a silver Douglas DC-3 aircraft parked on snow-covered ground|Alaska Airlines Douglas DC-3, one of the aircraft purchased by the airline after World War II]]
In 1945, Alaska Airlines hired its first stewardesses.<ref name="alaska air group history" /> In 1947, [[James Wooten]] became president of the airline and began an effort to expand the company.<ref name="alaska air group history" /><ref name="AS 1940s HQ" /> Under his leadership, the airline purchased many surplus military aircraft from the government that had been used during World War II. The airline purchased [[Douglas DC-3]]s, [[Douglas DC-4]]s, and [[Curtiss-Wright C-46 Commando]]s.<ref name="history_link" /> Alaska Airlines was the first carrier certified to operate DC-3s on skis.<ref name="AS-75thAnniversary_ATW" />

Alaska Airlines' large charter business made it profitable, and the airline moved its base of operations to [[Paine Field]], an airport, in Everett, Washington, north of Seattle. It kept a branch office in Anchorage. Despite its success, Alaska Airlines' worldwide charter business was short-lived. In 1949, the CAB tightened its regulations and placed heavy fines on the airline, shutting down the charter service completely for safety violations, and president James Wooten left the company.<ref name="AS-75thAnniversary_ATW" /><ref name="alaska air group history" /> Also in 1949, Alaska Air began operating five [[Bell 47|Bell 47B]] helicopters to support oil exploration on the [[Alaska North Slope|North Slope]] thus becoming the first airline in Alaska to operate [[Rotorcraft|rotary-wing aircraft]].<ref name="Hollenbeck">{{Cite book |last=Hollenbeck |first=Cliff |title=Alaska Airlines : a visual celebration |date=2012 |publisher=Hollenbeck Productions |isbn=978-1-57833-537-4 |edition=1st |location=Seattle |oclc=798714909 }}"Alaska Airlines" by Cliff & Nancy Hollebeck, http://www.hollenbeckproductions.com {{Webarchive|url=https://web.archive.org/web/19990125095943/http://www.hollenbeckproductions.com/|date=January 25, 1999}}</ref>

In 1949, the airline was a major participant in an effort by the newly established state of Israel to airlift Jews out of [[Yemen]] to Israel in what became known as [[Operation Magic Carpet (Yemen)|Operation Magic Carpet]]. C-46 or DC-4 aircraft were used for the nearly 3,000-mile flight, made necessary to avoid overflying Arab nations. Planes flew from [[Eritrea]] to [[Aden]], then along the [[Gulf of Aqaba]] to [[Tel Aviv]]. After unloading the refugees, crews then immediately continued to Cyprus, afraid to stay on the ground in Tel Aviv for fear of being bombed. Some 49,000 [[Yemenite Jews]] were airlifted by Alaska Airlines and other carriers without a single loss of life.<ref name="Anchorage Daily News 2016">{{Cite web |date=June 1, 2016 |title=History lesson comes to life |url=https://www.adn.com/alaska-news/article/history-lesson-comes-life/2013/08/23/ |access-date=December 22, 2023 |website=Anchorage Daily News}}</ref><ref name="Fox 2005">{{Cite web |last=Fox |first=Margalit |date=June 18, 2005 |title=Robert Maguire Jr., 94, Pilot Who Airlifted Yemenite Jews, Dies |url=https://www.nytimes.com/2005/06/18/us/robert-maguire-jr-94-pilot-who-airlifted-yemenite-jews-dies.html |access-date=December 22, 2023 |website=The New York Times}}</ref><ref name="Metzger 2017">{{Cite book |last=Metzger |first=Darragh |title=Alaska over Israel: Operation Magic Carpet, the men and women who made it fly, and the little airline that could |publisher=TFA Press |year=2017 |isbn=978-1-9818-5433-2 |publication-place=Lynnwood, Washington |oclc=1031115827}}</ref>

===New leadership (1950s)===
Alaska Airlines started the 1950s without its worldwide charter business and operations restricted to the state of Alaska. In 1950, it purchased two smaller Alaskan airlines, '''Collins Air Service''' and '''Al Jones Airways'''.<ref name="alaska air group history" />

Though the airline had grown much under the ownership of Raymond Marshall, the CAB forced him out in 1951 due to continuing financial troubles. Marshall had owned Alaska Airlines with the intent of getting money for himself and he was not concerned about the long-term stability of the company.<ref name="alaska air group history" /> In 1951, the CAB awarded Alaska Airlines with a temporary certificate allowing them to operate on routes from the Alaskan cities of Anchorage and Fairbanks to Seattle and Portland in the contiguous United States. This award became permanent in 1957.<ref name="history by decade" /><ref name="AS-75thAnniversary_ATW" />

In 1952, the CAB appointed Nelson David as president, and he began to improve the financial stability of the airline. By 1957, with the carrier in a better financial situation, David left and [[Charles F. Willis|Charles Willis Jr.]], became the company's new president and CEO. A pilot during World War II, Willis introduced several marketing gimmicks that set the airline apart from other ones of the day; namely, under his leadership, Alaska Airlines became the first to show inflight movies. The company began service with the [[Douglas DC-6]], the airline's first [[Cabin pressurization|pressurized]] plane, enabling flights above clouds and weather disturbances. On these DC-6s, the airline introduced "Golden Nugget" service, which included an on-board saloon and piano.<ref name="alaska air group history" />

===Jet age (1960s)===
[[File:Convair 880-61 Alaska AL in flight 1961.jpg|thumb|right|alt=Left side view of an aircraft in flight|The Convair 880 was Alaska Airlines' first jet aircraft.]]
In 1961, competitors began introducing jets on routes Alaska Airlines flew. To counter this competition, Willis negotiated with aircraft manufacturer [[Convair]] to purchase a [[Convair 880]] jetliner with no money down, for use on routes between Alaska and the contiguous United States. The company introduced the new jet aircraft in 1961. In 1966 the company received its first [[Boeing 727-100]] jets. They removed the Convair 880 from the fleet as a financing condition by Boeing concerning the purchase of the 727 jetliners. Several of Alaska's first 727s were series 100C models, which could be operated as all-cargo freighters, an all-passenger configuration or as mixed passenger/freight [[combi aircraft]].<ref name="history by decade" />

In the spring of 1967, greatly increased passenger loads required a quick addition of fleet aircraft. Alaska purchased a [[Convair 990]] jetliner, formerly operated by Brazilian air carrier [[Varig]] as PP-VJE, which then became Alaska Airlines N987AS. This aircraft remained in service along with an increased fleet of Boeing 727-100s. They were joined by stretched [[Boeing 727-200]]s which became Alaska Airlines' signature aircraft for the next 25 years. It became the first carrier to fly the [[Lockheed L-100 Hercules]] L382 model, the civil version of the military [[C-130]] cargo turboprop, which was used to transport oil drilling rigs to Alaska's [[Alaska North Slope|North Slope]] and later to [[Ecuador]].<ref name="history by decade" />

Alaska also owned [[Lockheed Constellation]] propliners including two [[Lockheed L-1649A Starliner]]s from 1962 to 1968, and three L-1049's which were used for [[Military Air Transport Service]] operations.{{citation needed|date=August 2021}} Smaller prop and turboprop aircraft were operated, including the [[Convair 240]], [[de Havilland Canada DHC-6 Twin Otter]] and Super [[Consolidated PBY Catalina|Catalina]] [[amphibian aircraft]] as well as two versions of the [[Grumman Goose]] [[amphibian aircraft]], one with piston engines and the other model is a conversion to turboprop engines which the airline called the "Turbo-Goose".<ref>{{Cite web |title=June 1, 1967; June 1, 1969 & Sept. 14, 1970 Alaska Airlines system timetables |url=http://www.timetableimages.com/ttimages/as.htm |url-status=live |archive-url=https://web.archive.org/web/20010305230527/http://www.timetableimages.com/ttimages/as.htm |archive-date=March 5, 2001 |access-date=August 3, 2018 |website=timetableimages.com}}</ref> The Catalina and Grumman amphibian seaplane aircraft joined the fleet when the airline acquired local southeast Alaska operator [[Alaska Coastal Airlines]] in 1968.

[[File:Boeing 727-100 Alaska Airlines Gilliand.jpg|thumb|alt=Right side view of an aircraft parked on the tarmac, with a tree-covered hill as well as some clouds and buildings in the background|A Boeing 727-100 at [[Seattle–Tacoma International Airport]]. The airline introduced this type in the mid 1960s.]]

During this time, Alaska Air faced some tough competition from other airlines, such as [[Northwest Airlines]], Pan Am, and [[Pacific Northern Airlines]], an Alaska-based air carrier operating [[Boeing 720]] jetliners that was acquired by and merged into [[Western Airlines]] in 1967. Northwest and Pan Am at different times operated [[Boeing 747]] wide-body jetliners on their services to Alaska with Northwest flying Seattle–Anchorage nonstop with the jumbo jet and Pan Am flying Seattle–Fairbanks nonstop with the 747. To set itself apart from the competition, Alaska Air turned to some cheap but imaginative gimmicks such as having safety instructions read as rhymes, staging fashion shows in the aisles, and having bingo games on board while en route.<ref name="alaska air group history" />

In December 1962, [[Air Guinée]] signed a contract with Alaska Airlines, which had Alaska Airlines providing management expertise, in addition to two Douglas DC-4s. The deal would have had Alaska Airlines contracting with the airline over seven years. The contract ended after six months, leading to the [[United States Agency for International Development]] paying a US$700,000 debt owed by the [[Guinea]]n airline to Alaska Airlines.<ref name="guttery">{{Cite book |last=Guttery |first=Ben R. |title=Encyclopedia of African airlines |publisher=Ben R. Guttery |year=1998 |isbn=0-7864-0495-7 |location=New York |pages=78–79}}</ref>

In 1965, Alaska Airlines turned over some routes between small Alaskan communities, and some smaller aircraft, to [[Wien Air Alaska]]. This allowed Alaska to focus on more heavily travelled routes and allowed them to sell off smaller aircraft.<ref name="AS-75thAnniversary_ATW" />

Throughout the 1960s, Alaska Airlines worked to promote tourism to Alaska by offering charter flights to the continental United States. In an attempt to increase the state's appeal, Alaska Airlines conducted a promotional tour of Japan in 1963. In 1967, as the state of Alaska celebrated its centennial, Alaska Airlines introduced a promotional "Gay Nineties" theme with stewardesses dressed in [[Edwardian era|Edwardian]] outfits. That year, Alaska Airlines expanded to southeast Alaska with the introduction of service to [[Sitka, Alaska|Sitka]]. This led to the purchase of two smaller airlines, [[Alaska Coastal Airlines]] and Cordova Airlines, in 1968.<ref name="alaska air group history" />

===Economic hardship (1970s)===
[[File:Boeing 727-200Adv Alaska Airlines Durand.jpg|thumb|alt=Left side view of an aircraft approaching an airport, with its nose pitched down slightly: In the background is blue sky.|A [[Boeing 727#727-200|Boeing 727-200Adv]] on approach to [[Los Angeles International Airport]], showing the new livery and logo introduced in the early 1970s]]

In the beginning of the 1970s, Alaska Airlines began [[Boeing 707]] charter flights to [[Siberia]] in the Soviet Union.<ref name="Hollenbeck" /> This was the result of three years of secret negotiations between Alaska Airlines and Soviet authorities, in which the US Department of State reluctantly chose not to block the plan for fear of a potentially negative response from the Soviets. The airline gained permission to fly more than two dozen flights in 1970, 1971, and 1972.<ref name="AS-75thAnniversary_ATW" /><ref name="alaska air group history" /> Alaska Airlines was also operating [[Boeing 707]], [[Boeing 720]], and [[Boeing 720B]] jetliners in scheduled passenger service between destinations in Alaska and Seattle during the early and mid 1970s.

Like much of the airline industry at the time, Alaska Airlines was hit with rising fuel and operating costs and was on the verge of bankruptcy.<ref name="history_link" /> Additionally, revenues were significantly reduced when work on the [[Trans-Alaska Pipeline System]] was delayed. The airline's cargo aircraft had played a key role in building the pipeline, but now sat idle. The airline took another blow on September 4, 1971, when a [[Boeing 727-100]] jetliner [[Alaska Airlines Flight 1866|crashed on landing in Juneau]], killing 111 people and resulting in America's worst single-plane crash at the time. Because the airline was struggling financially, Alaska Airlines' board ousted president and CEO Charles Willis. Former board member Ronald Cosgrave succeeded him.<ref name="auto1">{{Cite web |last=Zak |first=Annie |date=September 30, 2016 |title=Who is the Alaska Airlines Eskimo, really? |url=https://www.adn.com/alaska-news/article/who-alaska-airlines-eskimo-really/2016/01/25/ |access-date=September 9, 2022 |website=Anchorage Daily News |language=en}}</ref>

The airline was {{US$|22}} million in debt when Cosgrave took over, resulting in major cuts. The airline's cargo business was dropped completely, as were many flights and employees. Cosgrave also sought to improve the airline's tarnished image of "Elastic Airlines",<!--"Elastic Airlines" is mentioned in the source at the end of the paragraph.--> referring to its poor schedule keeping. The logo was changed to an image of a smiling [[Inuk]] man, which remains today. Although the exact identity of the man is unknown, some believe it to be the face of either Chester Seveck, a reindeer herder in Kotzebue, or Oliver Amouak, an [[Inupiat]] man. Both were Alaskan natives.<ref name="auto1"/> As a result of these efforts, the airline made a profit in 1973 and continued to be profitable thereafter.<ref name="alaska air group history" />

===Post-deregulation expansion (1978–1990)===
Alaska Airlines was one of only three US carriers that supported the 1978 [[Airline Deregulation Act]], knowing that it would reap significant growth and other benefits from deregulation.<ref name="history by decade" /> After deregulation, the company's real-estate division was spun off into its own company, with Cosgrave becoming its chairman. The leadership of the airline was passed to Bruce Kennedy, a close associate of Cosgrave. Cosgrave allied with Alaska Airlines to purchase competitor [[Wien Air Alaska]]. This ultimately failed and resulted in fines for Alaska Air and its leaders for improprieties during the attempted acquisition. Wien Air was [[Liquidation|liquidated]] in 1984, and never merged into Alaska Airlines.<ref name="alaska air group history" />

At the time of deregulation, Alaska Airlines served ten cities in Alaska and one in the contiguous US—the city of Seattle—and it had only ten planes in its fleet.<ref name="history by decade" /> Immediately after deregulation, the airline began to expand, adding the cities of [[Portland, Oregon|Portland]] and San Francisco to its network. Soon later, the airline resumed services to the Alaskan cities [[Nome, Alaska|Nome]] and [[Kotzebue, Alaska|Kotzebue]], and it introduced service to [[Palm Springs, California]]. [[Burbank, California|Burbank]] and [[Ontario, California|Ontario]] were added in 1981.<ref name="history by decade" /><ref name="alaska air group history" /> In 1979, Alaska studied the possibility of acquiring and merging with [[Hughes Air West]], but the plan never went through. By 1985, the airline had also added service to [[Oakland, California|Oakland]] and [[San Jose, California|San Jose]] in [[California]], [[Spokane, Washington|Spokane]] in [[Washington (state)|Washington]], [[Boise, Idaho|Boise]] in [[Idaho]], and [[Phoenix, Arizona|Phoenix]] and [[Tucson, Arizona|Tucson]] in [[Arizona]].<ref name="history by decade" />

Deregulation also brought challenges to the airline. The airline was faced with increased competition and inflation that put tremendous pressure on costs, profits, and salaries. By 1979, competitors [[Northwest Airlines]] and [[Western Airlines]] were both flying wide-body [[McDonnell Douglas DC-10]] jets on the core Anchorage–Seattle nonstop route. Additional competition came from [[Wien Air Alaska]], which had begun flying nonstop jet service between Anchorage and Seattle.<ref name="departedflights">{{Cite web |title=Nov. 15, 1979 Official Airline Guide (OAG), Seattle–Fairbanks schedules |url=http://www.departedflights.com/ |url-status=live |archive-url=https://web.archive.org/web/20071217032916/http://www.departedflights.com/ |archive-date=December 17, 2007 |access-date=August 31, 2021 |website=www.departedflights.com}}http://www.departedflights.com , November 15, 1979, Official Airline Guide (OAG), Seattle–Anchorage schedules</ref> Northwest was operating nonstop DC-10 service on the Fairbanks–Seattle route at this time as well.<ref name="departedflights" /> There were tensions with unions, particularly mechanics and flight attendants.<ref name="history_link" /> In 1985, the company had a three-month-long strike with its [[machinist]]s. By June 1985, it was able to end the strike by promising to reduce labor costs and maintain peace with unions. In November 1985, the airline introduced a daily air-freight service called ''Gold Streak'', with service to and from Alaska.<ref name="alaska air group history" />

[[File:Alaska Airlines McDonnell Douglas MD-83 N958AS.jpg|thumb|alt=Right side view of an airplane taxiing on the ground towards left side of image. Another plane is behind it, and in the background are mountains and a blue sky with a few clouds.|Alaska Airlines was the launch customer for the [[McDonnell Douglas MD-80#MD-83|MD-83]] and operated many of these jets throughout the 1980s and 1990s.]]

In the 1980s, Alaska Airlines began acquiring [[McDonnell Douglas MD-80]]s to replace its aging 727s. Alaska was the launch customer for the MD-83, taking delivery of its first MD-80s in 1985.<ref name="Key Aero 2018">{{Cite web |date=April 19, 2018 |title=DC-9 FAMILY SHORT-HAUL SUCCESS STORY |url=https://www.key.aero/article/dc-9-family-short-haul-success-story |access-date=December 22, 2023 |website=Key Aero}}</ref>

Also in 1985, the [[Alaska Air Group]] was formed as a [[holding company]] for Alaska Airlines. In 1986 Alaska Air Group acquired regional airline [[Horizon Air]], which remained a separate brand from Alaska Airlines. Since then, both airlines have been subsidiaries of Alaska Air Group. In 1987, Alaska Airlines purchased [[Jet America Airlines]].<ref name="HistoricalOverviewAlaska">{{Cite web |title=Historical Overview |url=http://www.alaskaair.com/content/about-us/history/overview.aspx |url-status=live |archive-url=https://web.archive.org/web/20120505164024/http://www.alaskaair.com/content/about-us/history/overview.aspx |archive-date=May 5, 2012 |access-date=May 17, 2012 |website=Alaska Airlines}}</ref><ref>{{Cite web |title=Alaska Air Group: 2008 Annual Report |url=http://phx.corporate-ir.net/External.File?item=UGFyZW50SUQ9MjY4fENoaWxkSUQ9LTF8VHlwZT0z&t=1 |url-status=dead |archive-url=https://web.archive.org/web/20190105045952/http://phx.corporate-ir.net/External.File?item=UGFyZW50SUQ9MjY4fENoaWxkSUQ9LTF8VHlwZT0z&t=1 |archive-date=January 5, 2019 |access-date=June 12, 2012 |website=corporate-ir.net}}</ref> Alaska initially operated Jet America as a separate airline, but this proved economically unviable and Jet America's operations were merged into Alaska's. Alaska discontinued all flights to the Midwest and the East coast formerly operated by Jet America.<ref name="Serling238">{{Cite book |last=Serling |first=Robert J. |title=Character and Characters: The Spirit of Alaska Airlines |publisher=Epicenter Press |year=2008 |isbn=978-1-933245-11-9 |location=Seattle |page=238}}</ref> Additional MD-80s entered the fleet via the acquisition of Jet America Airlines in 1987.<ref name="Serling237">{{Cite book |last=Serling |first=Robert J. |title=Character and Characters: The Spirit of Alaska Airlines |publisher=Epicenter Press |year=2008 |isbn=978-1-933245-11-9 |location=Seattle |page=237}}</ref>

To compensate for a major seasonal imbalance in travel to Alaska (mostly taking place in the summer), the airline introduced service to Mexican resort cities, where most travel takes place in the winter. In 1988, the airline began servicing the Mexican resort cities of [[Mazatlán]] and [[Puerto Vallarta]]. By the end of the 1980s, 70 percent of Alaska Airlines' passengers flew south of Seattle and the airline served 30 cities in 6 states outside Alaska.<ref name="alaska air group history" />

===New competition, new technologies (1990s)===
[[File:Alaska-737-4QB-YVR.jpg|thumb|alt=Right side view of an aircraft on final approach with blue sky in the background.|Alaska Airlines [[Boeing 737 Classic#737-400|737-400]] landing at [[Vancouver International Airport]]]]
The airline began the 1990s with plans to lease 24 [[Boeing 737 Classic#737-400|Boeing 737-400s]] from [[International Lease Finance Corporation]] (ILFC).<ref name="alaska air group history" /> The first aircraft was delivered in April 1992.<ref name="1st B734 delivered">{{Cite news |date=April 17, 1992 |title=Alaska To Get 1st Delivery of Boeing 737-400 order |url=https://archive.seattletimes.com/archive/19920417/1487017/alaska-to-get-1st-delivery-of-boeing-737-400-order |url-status=live |archive-url=https://web.archive.org/web/20130517032405/http://community.seattletimes.nwsource.com/archive/?date=19920417&slug=1487017 |archive-date=May 17, 2013 |access-date=September 11, 2012 |work=Seattle Times}}</ref>

In 1991, Alaska Airlines added several routes. In the [[Russian Far East]], it added the cities of [[Magadan]] and [[Khabarovsk]], as well as service to [[Toronto]], its first Canadian city and the first city east of the [[Rocky Mountains]]. Toronto was later dropped in 1992 and the Russian destinations were discontinued in 1998.<ref name="alaska air group history" /><ref name="Russia-flights-ended" />

As the airline marked its 19th consecutive year of profits in a turbulent industry and racked up many awards for customer service, Bruce Kennedy retired in May 1991 and was succeeded by Raymond J. Vecci.<ref name="alaska air group history" />

During this time, Alaska Airlines faced increased competition from [[low-cost carrier]]s, namely [[MarkAir]]. Since it began operating in 1984, competition had been reduced due to feeder agreements with Alaska Airlines. However, after Alaska Air declined to buy the airline in the fall of 1991, competition with Alaska intensified.<ref name="alaska air group history" /> MarkAir offered low-cost service on the Anchorage-Seattle route and other routes in Alaska, where Alaska Airlines earned almost one-third of its revenues. For the first time in 20 years, it posted a loss of {{US$|121}} million. 

To save money, the airline canceled two proposed maintenance facilities and deferred a large aircraft purchase worth {{US$|2}} billion.<ref name="alaska air group history" /> [[Deferred maintenance]] from this period of cost-cutting would ultimately cause [[Alaska Airlines Flight 261|the crash of Flight 261 in 2000]], but at the time, this increased the usability of their fleet, and as a result, revenue. The deferred maintenance also cut labor costs, saving the airline money but increasing tensions between the airline and labor unions.<ref name="alaska air group history" /> The cost reductions produced quick results. In 1993, their losses decreased to {{US$|45}} million and they made a {{US$|40}} million profit the next year. Eight percent of these revenues were generated by record-setting cargo operations.<ref name="alaska air group history" />

Alaska had more competition in 1993 when low-cost airline [[Southwest Airlines]] entered the Pacific Northwest by purchasing [[Morris Air]]. Alaska Airlines was able to keep its costs down, but it maintained its high level of customer service. The airline promoted itself as "the last great airline" and with the motto "For the same price, you just get more". Analysts felt that Alaska Air needed deeper cost cuts.<ref name="history by decade" /><ref name="alaska air group history" /> At the same time, the company had many strikes by the flight attendants' union.<ref name="alaska air group history" /> Ultimately, Vecci was dismissed in 1995 and replaced with John Kelly, the former Horizon Air CEO. The airline soon expanded West Coast routes to take advantage of an "open skies" agreement between the US and Canada.<ref name="alaska air group history" />

Alaska continued to take delivery of new MD-83s during the 1990s, both to meet the demands of a growing route system and to replace its aging and fuel inefficient 727 fleets. Their last 727 was retired in March 1994.<ref name="AS-retires-727s">{{Cite web |date=December 16, 1993 |title=Alaska Airlines Accelerates Aircraft Retirement – Charges to be Taken Against 1993 Results |url=http://www.thefreelibrary.com/ALASKA+AIRLINES+ACCELERATES+AIRCRAFT+RETIREMENT+CHARGES+TO+BE+TAKEN...-a014722111 |url-status=live |archive-url=https://web.archive.org/web/20140413155715/http://www.thefreelibrary.com/ALASKA+AIRLINES+ACCELERATES+AIRCRAFT+RETIREMENT+CHARGES+TO+BE+TAKEN...-a014722111 |archive-date=April 13, 2014 |access-date=May 1, 2012 |publisher=The Free Library}}</ref> The airline's MD-80 fleet peaked at 44 aircraft in 1996.<ref name="AS-Fleet-1996_FI">{{Cite web |date=March 20, 1996 |title=World Airline Directory 1996 |url=http://www.flightglobal.com/pdfarchive/view/1996/1996%20-%200672.html |url-status=live |archive-url=https://web.archive.org/web/20130517014554/http://www.flightglobal.com/pdfarchive/view/1996/1996%20-%200672.html |archive-date=May 17, 2013 |access-date=May 1, 2012 |publisher=[[Flight International]]}}</ref>

Alaska Airlines pioneered some new technologies through the 1990s. It added a heads-up guidance system in 1989 to operate better in foggy conditions, becoming the first airline to use this technology. In 1995, the airline became the first U.S. airline to sell tickets on the Internet. By 2000, all the airline's planes carried [[automated external defibrillator]]s, for use in in-flight emergencies. The airline installed self-service kiosks called "Instant Travel Machines" that printed boarding passes, allowing customers to bypass the traditional ticket counter. An X-ray device, an addition to the unit allowing passengers to check their own baggage was being tested in 1999 at Anchorage.<ref name="alaska air group history" />

This concept, known as "Airport of the Future" by the airline, was first tested in Anchorage and was later brought to its Seattle hub, and it drew attention from other airlines.<ref name="AS-75thAnniversary_ATW" /> The airline was the first airline in the world to integrate [[Global Positioning System|GPS]] and [[Ground proximity warning system|Enhanced Ground Proximity Warning System]] (EGPWS) technology, adding a real-time, three-dimensional display of terrain. The system was operational in all the carrier's Boeing 737-400s by April 1999.<ref name="alaska air group history" />

The late 1990s saw the carrier recording much profitability. The airline added new training and maintenance facilities.<ref name="alaska air group history" /> The airline began buying new 737s, ordering three [[Boeing 737 Next Generation#737-700|Boeing 737-700s]] and became the launch customer for the [[Boeing 737 Next Generation#737-900|Boeing 737-900]] when it placed an order for ten of the jets in November 1997.<ref name="Launch customer for B737-900">{{Cite web |date=November 10, 1997 |title=Alaska Airlines Order Launches Boeing 737-900 Program |url=http://www.boeing.com/news/releases/1997/news_release_971110b.html |url-status=dead |archive-url=https://web.archive.org/web/20111106182308/http://www.boeing.com/news/releases/1997/news_release_971110b.html |archive-date=November 6, 2011 |access-date=July 4, 2012 |publisher=[[Boeing]]}}</ref><ref name="737Order-1997_ST">{{Cite news |last=Lane |first=Polly |date=November 10, 1997 |title=Boeing Gets $2 Billion In New Orders For Jets |url=https://archive.seattletimes.com/archive/19971110/2571462/boeing-gets-2-billion-in-new-orders-for-jets |url-status=live |archive-url=https://web.archive.org/web/20130517022655/http://community.seattletimes.nwsource.com/archive/?date=19971110&slug=2571462 |archive-date=May 17, 2013 |access-date=July 4, 2012 |work=The Seattle Times}}</ref>

===Introducing flights across the U.S. (2000s)===
[[File:B737-900 Alaska Seatac.JPG|thumb|Alaska Airlines [[Boeing 737 Next Generation#737-900|Boeing 737-900]] at Seattle–Tacoma International Airport. Alaska was the launch customer of the 737-900 aircraft.|alt=Right side view of an airplane taxiing on the tarmac, with several trucks in the foreground and to the left. In the background is a tree-covered hill and dark clouds.]]

In May 2001, the airline took delivery of its first 737-900.<ref name="Villamizar 2023">{{Cite web |last=Villamizar |first=Helwing |date=July 31, 2023 |title=7/31/1997: The Boeing 737-800 Prototype Maiden Flight |url=https://airwaysmag.com/boeing-737-800-maiden-flight/ |access-date=December 22, 2023 |website=Airways}}</ref><ref name="Flightera k773">{{Cite web |title=N284AK: Alaska Airlines Boeing B737-900 |url=https://www.flightera.net/en/planes/N284AK |access-date=December 22, 2023 |website=Flightera}}</ref> In 2001, the airline was granted slot exemptions by the Department of Transportation to operate a nonstop flight from [[Ronald Reagan Washington National Airport]] to Seattle, but it was halted after only a week due to the [[September 11 attacks]]. The airline resumed service to Reagan Airport on December 4, 2001, to meet the demand.<ref name="autogenerated1">{{Cite web |date=December 3, 2001 |title=Alaska Airlines Resumes Daily Service To Reagan National, Continues Daily Service To Dulles International |url=http://www.alaskasworld.com/newsroom/asnews/asstories/as_20011203_140312.asp |url-status=dead |archive-url=https://web.archive.org/web/20021018031211/http://www.alaskasworld.com/newsroom/asnews/ASstories/AS_20011203_140312.asp |archive-date=October 18, 2002 |access-date=August 22, 2011 |publisher=Alaskasworld.com}}</ref>{{primary source inline|date=December 2023}}

In January 2002, William Ayer was named CEO of Alaska Airlines. Ayer had been serving as president under Kelly since 1997, having come to Alaska from Horizon two years earlier after spending 13 years with the smaller airline. Ayer took over as chairman and CEO of the Alaska in 2002 upon Kelly's retirement. He led the company through a transformation called ''Alaska 2010'' that was intended to insulate the airline from the traditional boom-bust cycle of the airline industry.<ref name="AS-75thAnniversary_ATW" />

In 2003, Alaska Airlines won the Technology Leadership Award from the magazine ''[[Air Transport World]]'' for its pioneering of new technologies both in the airport and within the airplane itself.<ref name="AS-75thAnniversary_ATW" />

[[File:Alaska Airlines Boeing 737-890 N562AS.jpg|thumb|alt=Left side view of an aircraft on final approach, with partly cloudy skies in the background.|The Boeing 737-800 replaced the airline's MD-83s, which were retired in August 2008.]]

In 2005, due to the greater efficiency of the Boeing 737 Next Generation and rising costs for maintenance, fuel, and crew training, Alaska Airlines decided to phase out its remaining 26 MD-80s and trained its pilots to fly the newer [[Boeing 737 Next Generation#737-800|Boeing 737-800s]] that were being ordered to replace them. According to the airline, the MD-80 burned {{convert|1100|gal|L}} of fuel per hour, while the 737-800 burned just {{convert|850|gal|L}} per hour. The last MD-80 flights flew in August 2008, with one flight from San Jose to Seattle and another from Sacramento to Seattle.<ref name="md80 retired">{{Cite web |date=August 28, 2008 |title=Alaska Airlines Completes Transition to All-Boeing Fleet |url=http://splash.alaskasworld.com/newsroom/asnews/asstories/AS_20080828_140339.asp |url-status=live |archive-url=https://web.archive.org/web/20120627165308/http://splash.alaskasworld.com/newsroom/asnews/asstories/AS_20080828_140339.asp |archive-date=June 27, 2012 |access-date=August 18, 2012 |publisher=Alaska Airlines}}</ref>{{primary source inline|date=December 2023}} To mark its transition to an all-Boeing fleet, Alaska Airlines unveiled a 737-800 called ''Spirit of Seattle'' with Boeing's house colors painted on the fuselage and the airline's Inuit logo painted on the tail fin.<ref name="Spirit of Seattle">,{{Cite news |last=Wallace |first=James |date=June 26, 2008 |title=Alaska's newest 737 – in Boeing colors |url=http://blog.seattlepi.com/aerospace/2008/08/26/alaskas-newest-737-in-boeing-colors/ |url-status=live |archive-url=https://web.archive.org/web/20120901222359/http://blog.seattlepi.com/aerospace/2008/08/26/alaskas-newest-737-in-boeing-colors/ |archive-date=September 1, 2012 |access-date=September 1, 2012 |publisher=Seattle Post-Intelligencer}}</ref>

Also in 2005, Alaska Airlines contracted out many of its jobs, including ground crew positions, to [[Menzies Aviation]]. In some cases, this resulted in an almost 40% decline in wages.<ref name="Stranger">{{Cite news |date=May 29, 2013 |title=Runway End Run |url=http://www.thestranger.com/seattle/runway-end-run/Content?oid=16898036 |url-status=live |archive-url=https://web.archive.org/web/20131003100408/http://www.thestranger.com/seattle/runway-end-run/Content?oid=16898036 |archive-date=October 3, 2013 |access-date=May 30, 2013 |work=The Stranger |location=Seattle, United States}}</ref> This agreement was found to be a violation of union agreements in 2008 and the new ground crews caused enough damage to aircraft in the first year to make the savings negligible.<ref>[http://seattletimes.com/html/businesstechnology/2008098978_alaska08.html Arbitrator rules Alaska Airlines broke union contract when it outsourced baggage handling] {{Webarchive|url=https://web.archive.org/web/20130927200636/http://seattletimes.com/html/businesstechnology/2008098978_alaska08.html |date=September 27, 2013 }}. The Seattle Times. August 8, 2008. Retrieved September 27, 2013.</ref><ref>[http://seattletimes.com/html/localnews/2013327097_alaska03m.html 2 tarmac workers fired over bumping of jets at Sea–Tac] {{Webarchive|url=https://web.archive.org/web/20130927200626/http://seattletimes.com/html/localnews/2013327097_alaska03m.html |date=September 27, 2013 }}. The Seattle Times. November 2, 2010. Retrieved September 27, 2013.</ref> In addition, Menzies contractors gained a reputation of stealing from checked bags after a few incidents in 2007.<ref>[http://seattletimes.com/html/localnews/2003571143_baggage14m0.html 2 airport workers arrested in thefts from fliers' bags] {{Webarchive|url=https://web.archive.org/web/20130927200628/http://seattletimes.com/html/localnews/2003571143_baggage14m0.html |date=September 27, 2013 }}. The Seattle Times. February 14, 2007. Retrieved September 27, 2013.</ref>

[[File:Alaska Airlines Boeing 737, Anchorage Airport.jpg|thumb|Alaska Airlines [[Boeing 737 Classic#737-400|737-400]] [[Combi aircraft]] at [[Ted Stevens Anchorage International Airport]]]]

Starting in June 2006, Alaska Airlines introduced new cargo aircraft to the fleet: five 737-400C [[combi aircraft]] and one 737-400F freighter. The aircraft were originally purchased by Alaska as passenger aircraft in 1992, and converted by Pemco Air Services.<ref name="2 B734 combis introduced">{{Cite web |date=February 1, 2007 |title=Alaska Airlines Introduces Two 737-400 "Combi" Aircraft to Fleet |url=http://splash.alaskasworld.com/Newsroom/ASNews/ASstories/AS_20070201_080133.asp |url-status=dead |archive-url=https://web.archive.org/web/20160530105122/http://splash.alaskasworld.com/Newsroom/ASNews/ASstories/AS_20070201_080133.asp |archive-date=May 30, 2016 |access-date=October 25, 2011 |publisher=[[Alaska Air Group]]}}</ref>{{primary source inline|date=December 2023}} The 737-400C "combi" aircraft were uniquely suited for the needs of Alaska, carrying a combination of four cargo pallets and 72 passengers, allowing goods and people to be transported to remote towns. 737-400 based aircraft had 20% more passenger and cargo capacity than the aging [[Boeing 737#737-200|Boeing 737-200]] cargo aircraft they replaced.{{Citation needed|date=September 2024}}

===2010s===
[[File:Bombardier DHC-8 402Q ‘N427QX’ Alaska Horizon (28446045996).jpg|thumb|right|Alaska – Horizon [[De Havilland Canada Dash 8#Series 400|Q400]], following the retirement of the Horizon Air brand]]
In March 2010, Alaska Airlines began service from [[San Jose, California]], to Kahului and Kona, Hawaii, and also from [[Sacramento, California]], to Kahului, Hawaii.<ref name="new Hawaii service_announced Nov 2009">{{Cite web |title=Alaska Airlines Announces New Hawaii Flights From Sacramento and San Jose |url=http://phx.corporate-ir.net/phoenix.zhtml?c=109361&p=irol-newsArticle&ID=1353501&highlight= |url-status=dead |archive-url=https://web.archive.org/web/20150513004505/http://phx.corporate-ir.net/phoenix.zhtml?c=109361&p=irol-newsArticle&ID=1353501&highlight= |archive-date=May 13, 2015 |access-date=August 22, 2011 |website=Alaska Air Group Investor Information – News Release |publisher=Phx.corporate-ir.net}}</ref>{{primary source inline|date=December 2023}}

In September 2010, Alaska Airlines began service between Seattle and [[Lambert-St. Louis International Airport]].<ref name="St Louis announced">{{Cite news |last=Mutzabaugh |first=Ben |date=June 17, 2010 |title=Alaska Air To Add Saint Louis Service |url=http://travel.usatoday.com/flights/post/2010/06/alaska-air-to-add-st-louis-service/97086/1 |url-status=live |archive-url=https://web.archive.org/web/20120627123040/http://travel.usatoday.com/flights/post/2010/06/alaska-air-to-add-st-louis-service/97086/1 |archive-date=June 27, 2012 |access-date=August 2, 2012 |work=USA Today}}</ref><ref name="St. Louis begins">{{Cite web |date=September 27, 2010 |title=Alaska Airlines Begins Seattle-St. Louis Service |url=http://splash.alaskasworld.com/Newsroom/ASNews/ASstories/AS_20100927_075725.asp |url-status=dead |archive-url=https://web.archive.org/web/20160601045902/http://splash.alaskasworld.com/Newsroom/ASNews/ASstories/AS_20100927_075725.asp |archive-date=June 1, 2016 |access-date=August 3, 2012 |publisher=Alaska Airlines}}</ref>

In 2011, Horizon Air no longer operated as a separate regional airline.<ref name=":0">{{Cite web |last=Compart |first=Andrew |date=August 23, 2010 |title=Horizon Air Changes Business Model |url=http://aviationweek.com/awin/horizon-air-changes-business-model-ditching-risk-flying-january |url-status=live |archive-url=https://web.archive.org/web/20180128142706/http://aviationweek.com/awin/horizon-air-changes-business-model-ditching-risk-flying-january |archive-date=January 28, 2018 |access-date=January 27, 2018 |website=aviationweek.com |publisher=Aviation Week}}</ref> Instead, it transitioned to a capacity purchase agreement (CPA) business model, which had by that time become the regional airline industry standard. Under the CPA, Horizon operates and maintains its aircraft, while Alaska Airlines is responsible for scheduling, marketing and pricing all flights.<ref name=":0" /><ref name=":1">{{Cite web |date=January 25, 2011 |title=Horizon Air Retiring Its Public Brand And Adopting Alaska Airlines' Eskimo |url=https://splash.alaskasworld.com/Newsroom/ASNews/ASstories/AS_20110125_050333.asp |url-status=dead |archive-url=https://web.archive.org/web/20171201081023/https://splash.alaskasworld.com/Newsroom/ASNews/ASstories/AS_20110125_050333.asp |archive-date=December 1, 2017 |access-date=November 18, 2017 |website=Alaska Airlines |language=en}}</ref> As part of the change to the new business model, the Horizon Air brand was retired and all Horizon planes were repainted with a co-branded "{{Nowrap|Alaska {{small|Horizon}}}}" [[livery]].<ref name="auto">{{Cite news |last=Mutzabaugh |first=Ben |date=January 26, 2011 |title=Horizon Air to 'retire its public brand' in favor of Alaska Air |url=http://travel.usatoday.com/flights/post/2011/01/horizon-air-alaska/140151/1 |url-status=dead |archive-url=https://web.archive.org/web/20120601214136/http://travel.usatoday.com/flights/post/2011/01/horizon-air-alaska/140151/1 |archive-date=June 1, 2012 |access-date=December 13, 2011 |work=[[USA Today]]}}</ref><ref name=":1" />

Alaska Airlines entered into a similar capacity purchase agreement with the nation's largest regional airline, [[SkyWest Airlines]]. Starting in May 2011, SkyWest started operating several routes for Alaska under the brand "Alaska SkyWest".<ref>{{Cite web |last=Alaska Airlines |date=February 25, 2011 |title=Alaska Airlines Announces Routes, Schedule for New Partner |url=https://www.prnewswire.com/news-releases/alaska-airlines-announces-routes-schedule-for-new-partner-116909308.html |url-status=live |archive-url=https://web.archive.org/web/20200727132623/https://www.prnewswire.com/news-releases/alaska-airlines-announces-routes-schedule-for-new-partner-116909308.html |archive-date=July 27, 2020 |access-date=July 27, 2020 |website=prnewswire.com |publisher=PR Newswire |agency=PR Newswire Association LLC}}</ref>

In January 2011, Alaska Airlines placed an order for thirteen [[Boeing 737 Next Generation#737-900#737-900ER|Boeing 737-900ERs]] to be delivered between 2012 and 2014, with two 737-800s also part of the order.<ref name="737-900ER order">{{Cite press release |title=Boeing, Alaska Airlines Complete Contract for 15 Next-Generation 737s |date=January 25, 2011 |publisher=Boeing |url=http://boeing.mediaroom.com/index.php?s=43&item=1595 |access-date=August 2, 2012 |url-status=dead |archive-url=https://web.archive.org/web/20120325125010/http://boeing.mediaroom.com/index.php?s=43&item=1595 |archive-date=March 25, 2012}}</ref><ref name="record profit, 737 order">{{Cite news |last=Cohen |first=Aubrey |date=January 25, 2011 |title=Alaska Air reports record profit, orders Boeing 737s |url=http://blog.seattlepi.com/aerospace/2011/01/25/alaska-air-reports-record-profit-orders-boeing-737s/ |url-status=live |archive-url=https://web.archive.org/web/20121010201044/http://blog.seattlepi.com/aerospace/2011/01/25/alaska-air-reports-record-profit-orders-boeing-737s/ |archive-date=October 10, 2012 |access-date=August 2, 2012 |work=Seattle Post-Intelligencer}}</ref><ref name="737-900ER order_king5">{{Cite news |date=January 25, 2011 |title=Boeing lands $1.3 billion Alaska Airlines order &#124; KING5.com &#124; Seattle Business and Technology News |url=http://www.king5.com/news/business/Boeing-lands-13-billion-Alaska-Airlines-order-114572504.html |url-status=dead |archive-url=https://web.archive.org/web/20120319211235/http://www.king5.com/news/business/Boeing-lands-13-billion-Alaska-Airlines-order-114572504.html |archive-date=March 19, 2012 |access-date=August 2, 2012 |publisher=KING5.com}}</ref>{{Update inline|reason=2012 and 2014 have come and gone.|date=October 2015}}

[[File:Alaska Airlines Boeing 737 800 N520AS (Quintin Soloviev).jpg|thumb|Alaska's previous livery on a [[737-800]]]]
In 2011, Alaska Airlines partnered with Boeing and [[Fujitsu]] to be the first to use a new technology called Component Management Optimization to streamline maintenance checks. It allows mechanics to point a handheld device at little [[Radio-frequency identification|RFID]] tags attached to certain parts of the aircraft, which will display information about when parts were last replaced. This will allow mechanics to perform inspections quicker than conventional methods. The program is scheduled to launch in 2012.<ref>{{Cite web |date=May 17, 2011 |title=Using radio frequency to inspect airplanes (Video) |url=http://www.boeing.com/Features/2011/05/bca_radio_frequency_05_17_11.html |url-status=dead |archive-url=https://web.archive.org/web/20110521014633/http://www.boeing.com/Features/2011/05/bca_radio_frequency_05_17_11.html |archive-date=May 21, 2011 |access-date=May 19, 2011 |publisher=Boeing}}</ref>{{primary source inline|date=December 2023}}

In mid 2011, the airline issued [[iPad]]s to its pilots to replace 25 pounds of paper flight manuals that pilots were required to carry on flights ([[Electronic flight bag]]). Alaska Airlines is the first major airline to use iPads on flights.<ref name="Suarez 2011">{{Cite web |last=Suarez |first=Paul |date=May 28, 2011 |title=iPad Enters the Cockpit on Alaska Air |url=https://www.pcworld.com/article/491905/ipad_enters_the_cockpit_on_alaska_air.html |access-date=December 25, 2023 |website=PCWorld}}</ref> All pilots had iPads by June 2011.<ref name="Bonnington 2011">{{Cite magazine |last=Bonnington |first=Christina |date=August 23, 2011 |title=iPad's Domination Spreads to Cockpit |url=https://www.wired.com/2011/08/ipad-dominates-skies/ |access-date=December 25, 2023 |magazine=WIRED}}</ref> This was the first part of the airline's initiative to do away with the [[flight bag]]. The airline is considering using iPads for displaying [[aeronautical chart]]s.<ref name="Murphy 2011">{{Cite web |last=Murphy |first=Kate |date=July 4, 2011 |title=iPads Replacing Pilots' Paper Manuals |url=https://www.nytimes.com/2011/07/05/business/05pilots.html |access-date=December 25, 2023 |website=The New York Times}}</ref>

In November 2011, Alaska Airlines flew 75 commercial passenger flights in the U.S. powered by [[biofuel]], using a 20 percent blend of sustainable biofuel made from used cooking oil that meets rigorous international safety and sustainability standards.<ref name="75BiofuelFlights_Nov2011">{{Cite news |date=November 7, 2011 |title=Alaska Airlines to Operate 75 Flights from Seattle Using Biofuel |url=http://www.travelpulse.com/alaska-airlines-to-operate-75-flights-from-seattle-using-biofuel.html |url-status=dead |archive-url=https://web.archive.org/web/20120406023737/http://www.travelpulse.com/alaska-airlines-to-operate-75-flights-from-seattle-using-biofuel.html |archive-date=April 6, 2012 |access-date=August 2, 2012}}</ref>

On February 16, 2012, Alaska Airlines' CEO, [[Bill Ayer]], retired. Ayer became the airline's CEO in 2002 and has been credited with reducing costs and keeping the airline profitable without going through bankruptcy. The airline's president [[Brad Tilden]] became the new CEO on May 15, 2012.<ref name="Bill Ayer retires-ST">{{Cite news |last=Gates |first=Dominic |date=February 16, 2012 |title=Brad Tilden new Alaska Air CEO as Bill Ayer announces retirement |url=http://seattletimes.nwsource.com/html/businesstechnology/2017522217_alaskaceo17.html |url-status=live |archive-url=https://web.archive.org/web/20120219002756/http://seattletimes.nwsource.com/html/businesstechnology/2017522217_alaskaceo17.html |archive-date=February 19, 2012 |access-date=March 4, 2012 |work=The Seattle Times}}</ref>

In March 2012, Alaska Airlines began service from Seattle to Kansas City<ref name="Kansas City service begins">{{Cite web |date=March 9, 2012 |title=Alaska Airlines Inaugurates Nonstop Service Between Seattle and Kansas City, Mo. |url=http://splash.alaskasworld.com/Newsroom/ASNews/ASstories/AS_20120309_064627.asp |url-status=dead |archive-url=https://web.archive.org/web/20160601094941/http://splash.alaskasworld.com/Newsroom/ASNews/ASstories/AS_20120309_064627.asp |archive-date=June 1, 2016 |access-date=August 3, 2012 |publisher=Alaska Airlines}}</ref>{{primary source inline|date=December 2023}} and in June 2012, began service to Philadelphia.<ref name="Philadelphia begins">{{Cite press release |title=Alaska Airlines Inaugurates Daily Flights Between Seattle and Philadelphia |date=June 11, 2012 |publisher=Alaska Airlines |url=http://splash.alaskasworld.com/Newsroom/ASNews/ASstories/AS_20120611_045639.asp |access-date=August 3, 2012 |url-status=dead |archive-url=https://web.archive.org/web/20160601091837/http://splash.alaskasworld.com/Newsroom/ASNews/ASstories/AS_20120611_045639.asp |archive-date=June 1, 2016}}</ref>{{primary source inline|date=December 2023}} [[Seattle-Tacoma]]-[[Miami International Airport]] flights ended in July 2012. Service to nearby [[Fort Lauderdale]] began on July 16.<ref name="[[Ft. Lauderdale-Hollywood International Airport]] begins, Miami ends">{{Cite web |date=July 17, 2012 |title=Alaska Airlines Launches Daily Service Between Seattle and Fort Lauderdale, Fla. |url=http://splash.alaskasworld.com/Newsroom/ASNews/ASstories/AS_20120717_061506.asp |url-status=dead |archive-url=https://web.archive.org/web/20160601091032/http://splash.alaskasworld.com/Newsroom/ASNews/ASstories/AS_20120717_061506.asp |archive-date=June 1, 2016 |access-date=August 3, 2012 |publisher=Alaska Airlines}}</ref>{{primary source inline|date=December 2023}} Service to San Antonio began in September 2012.<ref name="San Antonio">{{Cite web |date=September 17, 2012 |title=Alaska Airlines Inaugurates Daily Service Between Seattle and San Antonio, Texas |url=http://splash.alaskasworld.com/Newsroom/ASNews/ASstories/AS_20120917_065528.asp |url-status=dead |archive-url=https://web.archive.org/web/20160601092738/http://splash.alaskasworld.com/Newsroom/ASNews/ASstories/AS_20120917_065528.asp |archive-date=June 1, 2016 |access-date=October 17, 2012 |publisher=Alaska Airlines}}</ref>{{primary source inline|date=December 2023}} Alaska Airlines began service from San Diego to Orlando in October 2012.<ref name="San Diego-Orlando service announced">{{Cite news |last=Mutzabaugh |first=Ben |date=June 1, 2012 |title=Alaska Air adds Orlando to growing San Diego route map |url=http://travel.usatoday.com/flights/post/2012/06/alaska-airlines-san-diego/706044/1 |url-status=live |archive-url=https://web.archive.org/web/20120605032140/http://travel.usatoday.com/flights/post/2012/06/alaska-airlines-san-diego/706044/1 |archive-date=June 5, 2012 |access-date=August 2, 2012 |work=USA Today}}</ref><ref name="San Diego-Orlando service begins">{{Cite press release |title=Alaska Airlines Begins Nonstop Service Between San Diego and Orlando, Florida |date=October 12, 2012 |publisher=Alaska Airlines |url=http://splash.alaskasworld.com/Newsroom/ASNews/ASstories/AS_20121012_065520.asp |access-date=October 17, 2012 |url-status=dead |archive-url=https://web.archive.org/web/20160601090616/http://splash.alaskasworld.com/Newsroom/ASNews/ASstories/AS_20121012_065520.asp |archive-date=June 1, 2016}}</ref>

In {{start date|2012|10}}, Alaska placed the largest order in its history, when it ordered a total of 50 Boeing 737s in a deal worth {{US$|5}} billion at list prices. The order consists of 20 [[Boeing 737 MAX#737 MAX 8|737 MAX 8s]], 17 [[Boeing 737 MAX#737 MAX 9|737 MAX 9s]] and 13 [[Boeing 737 Next Generation#737-900#737-900ER|737-900ERs]].<ref name="Alaska Airlines places $5 billion 737, MAX order">{{Cite news |last=Blachly |first=Linda |date=October 11, 2012 |title=Alaska Airlines places $5 billion 737, MAX order |url=http://atwonline.com/aircraft-engines-components/news/alaska-airlines-places-5-billion-737-max-order-1011 |url-status=live |archive-url=https://archive.today/20130117080652/http://atwonline.com/aircraft-engines-components/news/alaska-airlines-places-5-billion-737-max-order-1011 |archive-date=January 17, 2013 |access-date=October 11, 2012 |publisher=[[Air Transport World]]}}</ref><ref name="AS 50 B737 order_Flightglobal 2">{{Cite news |last=Perry |first=Dominic |date=October 11, 2012 |title=Alaska orders 50 Boeing 737s in $5 billion deal |url=http://www.flightglobal.com/news/articles/alaska-orders-50-boeing-737s-in-5-billion-deal-377561/ |url-status=live |archive-url=https://web.archive.org/web/20121013223522/http://www.flightglobal.com/news/articles/alaska-orders-50-boeing-737s-in-5-billion-deal-377561/ |archive-date=October 13, 2012 |access-date=October 12, 2012 |publisher=[[Flightglobal]] |location=London}}</ref><ref name="AS 50 B737 order_Boeing Press release">{{Cite web |date=October 11, 2012 |title=Boeing, Alaska Airlines Announce Order for 737 MAXs and Next Generation 737s |url=http://boeing.mediaroom.com/index.php?s=43&item=2447 |url-status=dead |archive-url=https://web.archive.org/web/20121023020636/http://boeing.mediaroom.com/index.php?s=43&item=2447 |archive-date=October 23, 2012 |access-date=October 11, 2012 |publisher=Boeing}}</ref>

Alaska Airlines announced a plan in June 2013 to begin replacing [[Boeing 737]]s on flights between Fairbanks and Anchorage, Alaska, with [[De Havilland Canada Dash 8#Series 400|Bombardier Q400s]] operated by [[Horizon Air]] and based out of Anchorage beginning in March 2014. The plan was intended to reduce operating expenses and eventually lower fares. It was met with a great deal of skepticism by [[Fairbanks, Alaska|Fairbanks]] residents who expressed their frustration about the safety of the aircraft and outside boarding in the cold winter climate through social media. Alaska Airlines responded to the comments on [[Facebook]] attempting to reassure passengers of the safety of the Bombardier Q400s as well as promising to address the unusual aspects of flying in Alaska. The airline ended up modifying one of the jetways at [[Fairbanks International Airport]] so that passengers would not have to go outside to board.<ref name="AS responds to complaints">{{Cite news |last=Buxton |first=Matt |date=June 7, 2013 |title=Alaska Airlines responds to complaints about a switch to turboprops |url=http://www.newsminer.com/news/local_news/alaska-airlines-responds-to-complaints-about-switch-to-turboprops/article_83ad17fa-cf40-11e2-9620-0019bb30f31a.html |url-status=live |archive-url=https://web.archive.org/web/20170620090441/http://www.newsminer.com/news/local_news/alaska-airlines-responds-to-complaints-about-switch-to-turboprops/article_83ad17fa-cf40-11e2-9620-0019bb30f31a.html |archive-date=June 20, 2017 |access-date=October 4, 2013 |work=Fairbanks Daily News-Miner}}</ref> In November 2017, Alaska announced that it would revert to an all-jet service in the state of Alaska and that it would close its Horizon Airbase in Anchorage in March 2018.<ref>{{Cite web |title=Alaska Airlines: Horizon Air turboprops moving off Alaska flights |url=https://www.usatoday.com/story/travel/flights/todayinthesky/2017/11/05/alaska-airlines-horizon-air-turboprops-moving-off-alaska-flights/834592001/ |url-status=live |archive-url=https://web.archive.org/web/20180206134546/https://www.usatoday.com/story/travel/flights/todayinthesky/2017/11/05/alaska-airlines-horizon-air-turboprops-moving-off-alaska-flights/834592001/ |archive-date=February 6, 2018 |access-date=February 6, 2018 |website=USA TODAY}}</ref> Horizon would re-establish its presence in the state of Alaska two years later, this time flying Embraer 175 aircraft.<ref>{{Cite web |title=Alaska Airlines launches Embraer 175 jet service in the state of Alaska |url=https://investor.alaskaair.com/news-releases/news-release-details/alaska-airlines-launches-embraer-175-jet-service-state-alaska}}</ref>
[[File:AlaskaAirlines(SkyWest)E175N192SY_SANFebruary2019.jpg|thumb|right|upright=1|alt=A plane painted with the words 'Alaska' in the front and a blue-green eskimo on the tail soars after take-off just under a cloudy sky|Alaska unveiled its new logo and livery in 2016, as seen here on an Alaska – SkyWest [[Embraer E-Jet family#E175|Embraer E175]]]]
New nonstop service from Seattle to Salt Lake City began in 2013 and from Seattle to Albuquerque, Baltimore, Detroit, New Orleans, Tampa, and Cancun all began in 2014. Several other routes were later added from Salt Lake City in a competitive move against [[Delta Air Lines]] when that carrier added many new routes from Seattle.{{Citation needed|date=September 2024}}

In 2015, Alaska Airlines announced three new nonstop destinations from Seattle, to Charleston, Nashville, and Raleigh-Durham. These, along with a flight between Los Angeles and Baltimore, began in late 2015 using their 737 aircraft.<ref>{{Cite web |title=Search and book cheap Alaska Airlines flights |url=https://www.alaskaair.com/en/ |url-status=live |archive-url=https://web.archive.org/web/20210830223314/https://www.alaskaair.com/en/ |archive-date=August 30, 2021 |access-date=August 31, 2021 |website=www.alaskaair.com}}</ref>{{primary source inline|date=December 2023}}

In January 2016, for the first time in 25 years, Alaska Airlines unveiled a major update to its brand, which included a new logo and livery.<ref>{{Cite press release |title=Alaska Airlines Unveils First Major Brand Change in 25 Years |date=January 25, 2016 |publisher=Alaska Airlines |url=http://splash.alaskasworld.com/Newsroom/ASNews/ASstories/AS_20160125_152633.asp |access-date=January 25, 2016 |url-status=dead |archive-url=https://web.archive.org/web/20160406224022/http://splash.alaskasworld.com/Newsroom/ASNews/ASstories/AS_20160125_152633.asp |archive-date=April 6, 2016}}</ref><ref>{{Cite news |last=Baskas |first=Harriet |date=January 25, 2016 |title=Alaska Airlines' iconic Eskimo gets a makeover |url=https://www.usatoday.com/story/travel/flights/todayinthesky/2016/01/25/alaska-airlines-iconic-eskimo-gets-makeover/79312536/ |url-status=live |archive-url=https://web.archive.org/web/20160126044433/http://www.usatoday.com/story/travel/flights/todayinthesky/2016/01/25/alaska-airlines-iconic-eskimo-gets-makeover/79312536/ |archive-date=January 26, 2016 |access-date=January 25, 2016 |work=[[USA Today]]}}</ref><ref>{{Cite news |last=Gates |first=Dominic |date=January 25, 2016 |title=Alaska Air adds splash of color to its familiar look |url=http://www.seattletimes.com/business/boeing-aerospace/alaska-air-adds-splash-of-color-to-its-familiar-look/ |url-status=live |archive-url=https://web.archive.org/web/20160126084521/http://www.seattletimes.com/business/boeing-aerospace/alaska-air-adds-splash-of-color-to-its-familiar-look/ |archive-date=January 26, 2016 |access-date=January 25, 2016 |work=The Seattle Times}}</ref> In the new design, the Alaska wordmark was streamlined and the design of the Eskimo logo was simplified and the ruffs on the parka were made more colorful.{{Citation needed|date=September 2024}}

In 2017, Alaska Airlines expanded to Indianapolis, with non-stop service to Seattle in May and San Francisco in September.<ref>{{Cite web |last=McGowan |first=Dan |date=May 12, 2017 |title=Alaska Airlines: Seattle Could Just Be Beginning |url=http://www.insideindianabusiness.com/story/35408701/alaska-airlines-seattle-could-be-first-of-even-more |url-status=live |archive-url=https://web.archive.org/web/20190617031005/http://www.insideindianabusiness.com/story/35408701/alaska-airlines-seattle-could-be-first-of-even-more |archive-date=June 17, 2019 |access-date=May 13, 2020 |website=insideindianabusiness.com}}</ref> The San Francisco route was discontinued in September 2018.<ref>{{Cite web |last=McGowan |first=Dan |date=August 6, 2018 |title=Indy Losing a Bay Area Nonstop |url=http://www.insideindianabusiness.com/story/38821891/indy-losing-a-bay-area-nonstop |url-status=live |archive-url=https://web.archive.org/web/20190617031004/http://www.insideindianabusiness.com/story/38821891/indy-losing-a-bay-area-nonstop |archive-date=June 17, 2019 |access-date=May 13, 2020 |website=insideindianabusiness.com}}</ref>

In September 2018, Alaska Airlines added non-stop service from Seattle to Pittsburgh.<ref>[https://pittsburgh.cbslocal.com/2017/11/15/alaska-airlines-nonstop-pittsburgh-to-seattle/ Alaska Airlines Announces New Nonstop Service From Pittsburgh To Seattle] {{Webarchive|url=https://web.archive.org/web/20200717010821/https://pittsburgh.cbslocal.com/2017/11/15/alaska-airlines-nonstop-pittsburgh-to-seattle/ |date=July 17, 2020 }} ''pittsburgh.cbslocal.com'' November 15, 2017</ref>

==== Virgin America acquisition and subsequent lawsuits ====
[[File:Alaska Airlines Airbus A321-253N N927VA departing JFK Airport.jpg|thumb|alt=A plane that is painted in red in the front and navy blue in the back, with a red-to-blue ombre in the middle, a navy blue eskimo on the tail, and the words "MORE TO LOVE" across the fuselage, is taxiing on an airport taxiway|Following its acquisition of [[Virgin America]], Alaska painted several aircraft, including this [[Airbus A321neo]] inherited from Virgin America, in a "More to Love" special livery to commemorate the merger]]
[[File:JFK Terminal 7 Alaska Airlines.jpg|thumb|[[Virgin America]]'s [[John F. Kennedy International Airport|New York]] [[Airline hub|hub]] was consolidated into Terminal 7, expanding Alaska's east coast presence]]

[[Virgin America]], an airline based out of the [[San Francisco Bay Area]], launched in 2005 and quickly drew a cult-like following. But as a growing startup airline, the airline would take several years to pay back start-up and expansion costs. Virgin's original investors wanted fast returns on their investments, so they took the airline public, trading on Nasdaq in November 2014. As the airline saw growing profits year after year, a frenzy ensued, and the airline's stock price climbed from $23 at time of IPO to nearly $30 per share within just a year.<ref>{{Cite web |last=Dimri |first=Neha |date=November 14, 2014 |title=Virgin America IPO priced at $23 per share |url=https://www.reuters.com/article/idUSKCN0IX2RT/ |website=[[Reuters]]}}</ref>

Not long after Virgin America's successful IPO launch, JetBlue announced their intention to buy controlling interest in Virgin America. The two airlines had complimentary networks on opposite sides of the country and operated similar aircraft types in a similar market.<ref>{{Cite web |last=Thomaselli |first=Rich |date=November 7, 2023 |title=JetBlue Once Considered Buying Alaska Airlines |url=https://www.travelpulse.com/news/airlines-airports/jetblue-once-considered-buying-alaska-airlines}}</ref> Alaska viewed its acquisition of Virgin America as a start to expanding in California and the [[Pacific States|West Coast]].<ref name="BBC">{{Cite news |date=April 4, 2016 |title=Alaska Air to acquire Virgin America in $4bn deal |url=https://www.bbc.co.uk/news/business-35960128 |url-status=live |archive-url=https://web.archive.org/web/20160404151221/http://www.bbc.co.uk/news/business-35960128 |archive-date=April 4, 2016 |access-date=April 4, 2016 |work=BBC News}}</ref> After the acquisition was announced, [[Richard Branson]], the head of the Virgin Group and one of the founders of Virgin America, described himself as "sad" and disappointed.<ref name="BBC" /> Despite the protest from its most high-profile shareholder, the majority of Virgin America's shareholders voted to approve the sale to Alaska Air Group because of the higher offer than that of JetBlue.<ref>{{Cite web |date=April 4, 2016 |title=Virgin America, Alaska Air Merger: What Customers Should Know |url=https://abcnews.go.com/Business/virgin-america-alaska-air-merger/story?id=38143131 |url-status=live |archive-url=https://web.archive.org/web/20200725013221/https://abcnews.go.com/Business/virgin-america-alaska-air-merger/story?id=38143131 |archive-date=July 25, 2020 |access-date=June 27, 2020 |website=ABC News}}</ref>

Alaska Air Group purchased Virgin America for $57 per share, a total valuation of $2.6 billion, with additional expenses bringing the cost to approximately $4 billion.<ref name="VirginAlaskaCost">{{Cite web |last1=Kottasova |first1=Ivana |last2=Wattles |first2=Jackie |date=April 4, 2016 |title=Alaska Air buys Virgin America for $2.6 billion |url=https://money.cnn.com/2016/04/04/investing/virgin-america-alaska-air-deal/index.html |url-status=live |archive-url=https://web.archive.org/web/20161122025233/http://money.cnn.com/2016/04/04/investing/virgin-america-alaska-air-deal/index.html |archive-date=November 22, 2016 |access-date=December 18, 2016 |website=[[CNNMoney]]}}</ref> The acquisition was completed on December 14, 2016.<ref>{{Cite web |date=December 14, 2016 |title=Alaska Air Group closes acquisition of Virgin America, becomes the 5th largest U.S. airline |url=https://newsroom.alaskaair.com/2016-12-14-Alaska-Air-Group-closes-acquisition-of-Virgin-America-becomes-the-5th-largest-U-S-airline |url-status=live |archive-url=https://web.archive.org/web/20161221010425/https://newsroom.alaskaair.com/2016-12-14-Alaska-Air-Group-closes-acquisition-of-Virgin-America-becomes-the-5th-largest-U-S-airline |archive-date=December 21, 2016 |access-date=December 14, 2016}}</ref>{{primary source inline|date=December 2023}}

The [[United States Department of Transportation|DOT]] issued a single [[Air operator's certificate|operating certificate]] for the combined airlines in January 2018. The airlines merged into the same passenger service system in April 2018, meaning that most of the customer-facing portions of the company, including flight numbers, website, mobile apps, and airport check-in kiosks, have a single brand: Alaska Airlines.<ref>{{Cite news |date=October 5, 2017 |title=Virgin America flights become Alaska next April |url=https://www.flightglobal.com/news/articles/virgin-america-flights-become-alaska-next-april-441881/ |url-status=live |archive-url=https://web.archive.org/web/20171119191228/https://www.flightglobal.com/news/articles/virgin-america-flights-become-alaska-next-april-441881/ |archive-date=November 19, 2017 |access-date=January 2, 2018 |work=Flightglobal.com |language=en-GB}}</ref> Virgin America's final flight was in April 2018.<ref>{{Cite web |last=German |first=Kent |date=April 24, 2018 |title=Say farewell to Virgin America |url=https://www.cnet.com/news/virgin-america-last-flight/ |url-status=live |archive-url=https://web.archive.org/web/20190224180525/https://www.cnet.com/news/virgin-america-last-flight/ |archive-date=February 24, 2019 |access-date=February 24, 2019 |website=CNET}}</ref> The last Virgin America aircraft was repainted in June 2019.{{Citation needed|date=December 2023}}

The acquisition created one issue for the enlarged Group: Alaska operates an all-Boeing 737 fleet of aircraft, but Virgin America operated an all-Airbus fleet. Even though the 737 and A320 family jets are designed to operate in the same segment – short-to-medium-range segment of up to 200 passengers – the two jets are very different in terms of operation, and anyone wishing to change from a 737 to an [[Airbus A320 family]] jet (or vice versa) needs to go through a lengthy training course, a costly process for the airline.<ref name="Levine-Weinberg All Boeing">{{Cite news |last=Levine-Weinberg |first=Adam |date=July 25, 2017 |title=Alaska Airlines Could Be Ready to Go All-Boeing Again |url=https://www.fool.com/investing/2017/07/25/alaska-airlines-could-be-ready-to-go-all-boeing-ag.aspx |url-status=live |archive-url=https://web.archive.org/web/20180102191457/https://www.fool.com/investing/2017/07/25/alaska-airlines-could-be-ready-to-go-all-boeing-ag.aspx |archive-date=January 2, 2018 |access-date=January 1, 2018 |work=[[The Motley Fool]] |language=en}}</ref> The first Airbus leases expired in 2019, with the rest expiring between 2021 and 2024.<ref name="A320 timelime">{{Cite news |date=March 29, 2017 |title=Alaska to fly Virgin America's A320s through 2024 |url=https://www.flightglobal.com/news/articles/alaska-to-fly-virgin-americas-a320s-through-2024-435692/ |url-status=live |archive-url=https://web.archive.org/web/20180218205737/https://www.flightglobal.com/news/articles/alaska-to-fly-virgin-americas-a320s-through-2024-435692/ |archive-date=February 18, 2018 |access-date=January 2, 2018 |work=Flightglobal.com |language=en-GB}}</ref><ref>{{Cite news |last=Aaron Karp |date=April 20, 2017 |title=Virgin America receives first A321neo as Alaska mulls future fleet |url=http://atwonline.com/airframes/virgin-america-receives-first-a321neo-alaska-mulls-future-fleet |url-status=live |archive-url=https://web.archive.org/web/20180928074921/http://atwonline.com/airframes/virgin-america-receives-first-a321neo-alaska-mulls-future-fleet |archive-date=September 28, 2018 |access-date=April 20, 2017 |work=Air Transport World |publisher=Aviation Week}}</ref> In April 2020, in response to [[Impact of the COVID-19 pandemic on aviation|route suspensions stemming from the COVID-19 pandemic]], Alaska grounded 19 inherited Virgin America aircraft, with 12 permanently retired and the other 7 unlikely to return to service. The airline is using pandemic-related flight reductions as an opportunity to retrain many Airbus pilots to fly the Boeing 737 instead.<ref name="COVID-19 Cutbacks">{{Cite news |last=Gates |first=Dominic |date=May 5, 2020 |title=Cash crunch from coronavirus crisis will force Alaska Air to shrink |url=https://www.seattletimes.com/business/boeing-aerospace/coronavirus-crisis-costs-alaska-air-hundreds-of-millions-of-dollars-a-month/ |url-status=live |archive-url=https://web.archive.org/web/20200506131638/https://www.seattletimes.com/business/boeing-aerospace/coronavirus-crisis-costs-alaska-air-hundreds-of-millions-of-dollars-a-month/ |archive-date=May 6, 2020 |access-date=May 5, 2020 |work=Seattle Times}}</ref>

=== 2020s ===
Due to the economic effects of the [[COVID-19 pandemic]], Alaska Airlines announced that it would be reducing its number of employees by 30%. By the end of 2020, the firm cut out around 7,000 job positions out of its 23,000 total.<ref>{{Cite news |last=Gates |first=Dominic |date=July 23, 2020 |title=Pandemic sends Alaska Air deep into the red, and job cuts loom this fall |url=https://www.seattletimes.com/business/boeing-aerospace/pandemic-sends-alaska-air-into-the-red-for-latest-quarter/ |url-status=live |archive-url=https://web.archive.org/web/20200818071701/https://www.seattletimes.com/business/boeing-aerospace/pandemic-sends-alaska-air-into-the-red-for-latest-quarter/ |archive-date=August 18, 2020 |access-date=August 14, 2020 |work=[[The Seattle Times]]}}</ref>

In February 2020, Alaska Airlines announced its intention to join the [[Oneworld]] airline alliance.<ref>{{Cite web |title=oneworld welcomes Alaska's intention to join the alliance |url=https://www.oneworld.com/news/2020-02-13-oneworld-welcomes-alaska-airlines’-intention-to-join-the-alliance |url-status=live |archive-url=https://web.archive.org/web/20201208193548/https://www.oneworld.com/news/2020-02-13-oneworld-welcomes-Alaska-Airlines%E2%80%99-intention-to-join-the-alliance |archive-date=December 8, 2020 |access-date=August 31, 2021 |website=www.oneworld.com}}</ref><ref>{{Cite news |last=Koenig |first=David |date=February 13, 2020 |title=Alaska Airlines joining Oneworld alliance, teaming with American |url=https://www.chicagotribune.com/business/ct-biz-alaska-airlines-oneworld-20200213-xwfr545425ewrl3rij5be5y3pi-story.html |access-date=December 28, 2023 |work=[[Chicago Tribune]] from the [[Associated Press]] |location=[[Dallas]]}}</ref> On March 31, 2021, Alaska Airlines officially joined the Oneworld alliance, adding seven new airline partners, including [[Iberia (airline)|Iberia]], [[Malaysia Airlines]], [[Qatar Airways]], [[Royal Air Maroc]], [[Royal Jordanian]], [[S7 Airlines]], and [[SriLankan Airlines]].<ref>{{Cite press release |title=Alaska Airlines Officially Joins oneworld |date=March 31, 2021 |publisher=[[Oneworld]] |url=https://www.oneworld.com/news/2021-03-31-a-world-of-possibilities-alaska-airlines-officially-joins-oneworld |access-date=February 9, 2022}}</ref><ref>{{Cite news |last=Pallini |first=Thomas |date=May 8, 2021 |title=Alaska just joined the Oneworld alliance alongside American Airlines, British Airways, and 11 other carriers — here's why that's great for flyers |url=https://www.businessinsider.com/alaska-airlines-joins-oneworld-alliance-what-it-means-for-flyers-2021-4?amp |access-date=December 28, 2023 |work=[[Business Insider]]}}</ref>

In December 2020, Alaska Airlines agreed to buy 23 Boeing 737 MAX 9 jets.<ref>{{Cite news |last=Johnson |first=Eric M. |date=December 22, 2020 |title=Alaska Airlines agrees to buy 23 Boeing 737 MAX jets |url=https://www.reuters.com/article/us-boeing-737max-order-idUSKBN28W1LW |url-status=live |archive-url=https://web.archive.org/web/20201222162306/https://www.reuters.com/article/us-boeing-737max-order-idUSKBN28W1LW |archive-date=December 22, 2020 |access-date=December 22, 2020 |work=Reuters |language=en}}</ref>

In November 2021, Alaska Airlines launched seasonal service to [[Belize]], making it the fourth foreign country served by the airline.<ref name="GRUMEX">{{Cite web |date=November 19, 2021 |title=Alaska Airlines Launches New Nonstop Flights to Belize City |url=https://milestomemories.com/alaska-airlines-belize-city/ |access-date=November 22, 2021 |website=Aeroméxico}}</ref>

In August 2022, Alaska Airlines was reported to be an investor in Twelve, a [[Sustainable Aviation Fuel|sustainable aviation fuel (SAF)]] start up and chemical technology company based in [[Berkeley, California]], that aims to make fuel out of carbon dioxide instead of things like organic vegetable oils, which would supposedly be cheaper than existing SAF production. Twelve's E-Jet fuel would have 90% lower emissions than conventional fuel but not require changing existing aircraft. At proper scale, it would be cost competitive with existing fuel and help allow Alaska Airlines to meet emissions goals.<ref>{{Cite web |last=Olick |first=Diana |date=August 22, 2022 |title=Microsoft and Alaska Airlines are working with this startup to make clean jet fuel from carbon emissions |url=https://www.cnbc.com/2022/08/22/twelve-makes-jet-fuel-from-co2-signs-deal-with-microsoft-alaska-air.html |access-date=August 28, 2022 |website=CNBC |language=en}}</ref>

In October 2022, Alaska Airlines announced an agreement with Boeing to purchase 52 additional Boeing 737 MAX aircraft, the airline's largest aircraft order thus far.<ref>{{Cite web |date=October 26, 2022 |title=Alaska Airlines makes biggest Boeing aircraft order in its 90-year history |url=https://news.alaskaair.com/alaska-airlines/alaska-airlines-makes-biggest-boeing-aircraft-order-in-its-90-year-history/ |access-date=November 1, 2022 |website=alaskaair}}</ref><ref>{{Cite news |date=October 26, 2022 |title=U.S. carrier Alaska exercises options to buy 52 more MAX jets from Boeing |url=https://www.reuters.com/business/aerospace-defense/us-carrier-alaska-exercises-options-buy-52-more-max-jets-boeing-2022-10-26/ |access-date=December 28, 2023 |work=[[Reuters]]}}</ref>

In May 2022, Alaska Airlines removed their inflight magazine, ''Alaska Beyond,'' and moved to an airline blog due to COVID-19 cleaning procedures.{{Citation needed|date=December 2023}}

In January 2023, Alaska Airlines announced that it had officially dropped plastic cups from its inflight food and beverage services, becoming the first U.S. airline to do so. It said that the move is part of plans to replace its top five waste-producing items from onboard services by 2025.<ref>{{Cite web |title=Alaska Airlines Becomes First U.S. Carrier to Completely Drop Plastic Cups |url=https://www.travelmarketreport.com/news/articles/alaska-airlines-becomes-first-u-s-carrier-to-completely-drop-plastic-cups |archive-url=https://web.archive.org/web/20251006021957/https://www.travelmarketreport.com/news/articles/alaska-airlines-becomes-first-u-s-carrier-to-completely-drop-plastic-cups |archive-date=2025-10-06 |access-date=2025-10-06 |website=www.travelmarketreport.com}}</ref>

In 2023, Alaska Airlines announced a partnership with [[Taiwan|Taiwan-based]] [[Starlux Airlines]].<ref>{{Cite web |date=April 27, 2023 |title=STARLUX Airlines Announces First Airline Partner — Inks Strategic Partnership with Alaska Airlines |url=https://finance.yahoo.com/news/starlux-airlines-announces-first-airline-130000944.html |access-date=October 16, 2023 |website=Yahoo Finance |language=en-US}}</ref> [[Mokulele Airlines]], a small commuter airline in Hawaii, and its parent company, [[Southern Airways Express]], both became partner airlines in 2023.<ref>{{Cite web |date=November 15, 2022 |title=Aloha, partner! Alaska Airlines welcomes Mokulele Airlines to Mileage Plan |url=https://news.alaskaair.com/alaska-airlines/alaska-airlines-welcomes-mokulele-airlines-to-mileage-plan/}}</ref>{{primary source inline|date=December 2023}} [[Porter Airlines]], a [[Canada|Canadian]] airline, became a partner before starting service from Toronto to San Francisco, Los Angeles, and Las Vegas.<ref>{{Cite web|url=https://www.flyporter.com/en-us/about-porter/media-centre/news-details?title=Porter+Airlines+and+Alaska+Airlines+announce+key+strategic+partnership+2023+12|title=News. Get the latest updates I Porter Airlines}}</ref>{{primary source inline|date=December 2023}} A partnership with [[Kenmore Air]] was resumed in 2023, first introduced in 2010. Flights from Everett to the [[San Juan Islands]] became bookable on Alaska Airlines' website.<ref>{{Cite web|url=https://www.alaskaair.com/content/mileage-plan/how-to-earn-miles/airline-partners/kenmore-air|title=Kenmore Air - Airline partners - Mileage Plan|website=Alaska Airlines |last1=Airlines |first1=Alaska }}</ref>{{primary source inline|date=December 2023}}

Alaska Airlines announced nonstop service to [[Guatemala]] and [[the Bahamas]] in June and July 2023.<ref>{{Cite web |date=June 27, 2023 |title=¡Hola, Guatemala! Alaska Airlines, LAX's largest carrier to Latin America, expands to a new destination, Guatemala City |url=https://news.alaskaair.com/alaska-airlines/alaska-airlines-adds-new-flights-to-the-bahamas-caribbean/}}</ref><ref>{{Cite web |date=June 27, 2023 |title=The Caribbean is calling! Alaska Airlines adds new flights to the Bahamas |url=https://news.alaskaair.com/alaska-airlines/alaska-airlines-adds-new-flights-to-the-bahamas-caribbean/}}</ref><ref>{{Cite magazine |last=Williams |first=Allison |date=July 21, 2023 |title=Alaska Airlines Goes Tropical |url=https://www.seattlemet.com/travel-and-outdoors/2023/07/alaska-airlines-tropical-new-route-bahamas-guatemala |access-date=December 28, 2023 |magazine=[[Seattle Met]] |publisher=[[Nicole Vogel]]}}</ref> [[Bahamasair]] was announced as a partner airline at the same time service to the Bahamas was revealed.<ref>{{Cite web|url=https://www.alaskaair.com/content/mileage-plan/how-to-earn-miles/airline-partners/bahamasair?lid=airline-partners:partners-bahamasair|title=Bahamasair - Airline partners - Mileage Plan|website=Alaska Airlines |last1=Airlines |first1=Alaska }}</ref>{{primary source inline|date=December 2023}}

In 2023, Alaska Airlines agreed to a settlement resolving claims that it misclassified certain workers and failed to pay proper wages. The lawsuit was filed under California labor laws and included allegations of wage and hour violations.<ref>{{Cite web |date=March 2, 2023 |title=Alaska Airlines to Pay $31 Million To Virgin America Attendants in Wage and Hour Lawsuit {{!}} Miller Shah {{!}} California Labor & Employment Lawyer |url=https://millershah.com/blog/alaska-airlines-settlement/ |access-date=May 13, 2025 |website=millershah.com |language=en-US}}</ref>

On April 17, 2024, the FAA announced a [[ground stop]] advisory for Alaska Airlines, stopping all of the airline's flights. The FAA did not announce a reason for this.<ref>{{Cite web |date=April 17, 2024 |title=Alaska Airlines Flights Resume After Being Grounded Over Aircraft System Issue |url=https://money.usnews.com/investing/news/articles/2024-04-17/us-faa-issues-ground-stop-advisory-for-alaska-airlines |website=money.usnews.com}}</ref>

=== Acquisition of Hawaiian Airlines ===
{{Main article|Merger of Alaska Airlines and Hawaiian Airlines}}
In December 2023, Alaska Airlines announced that it would [[Merger of Alaska Airlines and Hawaiian Airlines|merge]] with [[Hawaiian Airlines]] for $1.9 billion in cash along with an assumption of approximately $900 million in outstanding debt.<ref>{{Cite news |last1=Singh |first1=Rajesh Kumar |last2=Khushi |first2=Akanksha |last3=Sen |first3=Anirban |last4=Sen |first4=Anirban |date=December 4, 2023 |title=Alaska Air to buy peer Hawaiian for $1.9 billion |url=https://www.reuters.com/markets/deals/alaska-air-buy-hawaiian-airlines-19-bln-2023-12-03/ |access-date=December 4, 2023 |work=[[Reuters]]|language=en}}</ref> Airline industry analysts had promoted the merger for years which would create a combined carrier focused on the western United States.<ref>{{Cite news |last=Cabanatuan |first=Michael |title=What could Alaska-Hawaiian airlines merger mean for Bay Area travelers? |url=https://www.sfchronicle.com/bayarea/article/alaska-hawaiian-airlines-merger-proposed-18532779.php |accessdate=March 4, 2024 |work=[[San Francisco Chronicle]]}}</ref><ref name="Harden">{{Cite news |last=Harden |first=Olivia |date=December 6, 2023 |title=Alaska-Hawaiian Airlines merger explained: Cheaper fares, better points, DOJ hurdle |url=https://www.sfgate.com/travel/article/bay-area-alaska-hawaiian-airlines-merger-explained-18537317.php |work=San Francisco Chronicle}}</ref><ref>{{Cite web |last=Miller |first=Courtney |date=December 3, 2023 |title=Alaska Airlines should buy Hawaiian Airlines – Contrairy Analysis from 2019 |url=https://visualapproach.io/alaska-airlines-should-buy-hawaiian-airlines-contrairy-analysis-from-2019/ |publisher=Visual Approach Analytics}}</ref> The merger would provide Alaska, which is primarily a domestic carrier with [[narrow-body aircraft]], with Hawaiian's wide-body jets, pilots, and international networks.<ref name="Harden" /><ref>{{Cite news |last=Singh |first=Rajesh Kumar |date=December 6, 2023 |title=US airlines' plans for growth constrained by antitrust concerns |url=https://www.reuters.com/business/aerospace-defense/us-airlines-plans-growth-constrained-by-antitrust-concerns-2023-12-06/ |work=Reuters}}</ref>

The merger would retain both Alaska Airlines and Hawaiian Airlines as separate brands; Hawaiian Airlines would also become a [[Oneworld]] member.<ref>{{Cite web |title=Hawaiian to join Oneworld after merger with Alaska - CEO |url=https://www.ch-aviation.com/news/140141-hawaiian-to-join-oneworld-after-merger-with-alaska-ceo |access-date=June 10, 2024 |website=ch-aviation |language=en}}</ref> The two airlines intend to operate a combined frequent-flyer program, with Alaska's [[Mileage Plan]] likely to replace HawaiianMiles unless the companies opt for an all-new program.<ref>{{Cite web |date=February 26, 2024 |title=Will Hawaiian Airlines join Oneworld next year? - Executive Traveller |url=https://www.executivetraveller.com/news/hawaiian-airlines-alaska-airlines-oneworld |access-date=June 10, 2024 |website=www.executivetraveller.com |language=en}}</ref> The proposed merger was approved by shareholders of Hawaiian Airlines in April 2024, following earlier approval from both [[Alaska Air Group]] and Hawaiian Holdings, Inc.<ref>{{Cite web |last=Argel |first=Matthew Nuttle and Arielle |date=February 16, 2024 |title=Hawaiian Holdings receives stockholder approval for merger with Alaska Air Group |url=https://www.kitv.com/news/business/hawaiian-holdings-receives-stockholder-approval-for-merger-with-alaska-air-group/article_a2560a04-cd18-11ee-a7ea-c3b026966416.html |access-date=June 10, 2024 |website=[[KITV]]|language=en}}</ref><ref name="Hawaiian and Alaska Air one step closer to merging">{{Cite web |title=Hawaiian and Alaska Air one step closer to merging |url=https://spectrumlocalnews.com/hi/hawaii/news/2024/05/08/hawaiian-alaska-airlines-merger |access-date=June 10, 2024 |website=spectrumlocalnews.com |language=en}}</ref>

Under President Biden, the [[U.S. Department of Justice]] has worked to prevent further consolidation in the airline industry but it was initially unclear whether the department would file suit against the merger, with analysts noting differences between the proposal and prior proposals opposed by the administration.<ref name="Koenig">{{Cite news |last=Koenig |first=David |date=December 4, 2023 |title=Alaska Airlines is buying Hawaiian Airlines. Will the Biden administration let the merger fly? |url=https://apnews.com/article/airlines-mergers-alaska-hawaiian-competition-de8051c13f73eb4bdf8a9144c9d9f36d |work=[[Associated Press]]}}</ref><ref>{{Cite web |last= |first= |date=December 4, 2023 |title=Alaska-Hawaiian merger tests Biden administration's resolve to preserve competition |url=https://alaskapublic.org/2023/12/04/alaska-hawaiian-merger-tests-biden-administrations-resolve-to-preserve-competition/ |access-date=June 10, 2024 |website=Alaska Public Media |language=en-US}}</ref><ref>{{Cite web |last=Josephs |first=Leslie |date=January 19, 2024 |title=Why the JetBlue-Spirit antitrust ruling doesn't spell doom for an Alaska-Hawaiian merger |url=https://www.cnbc.com/2024/01/19/jetblue-spirit-ruling-alaska-hawaiian-merger.html |access-date=June 10, 2024 |website=[[CNBC]]|language=en}}</ref> The main area of regulatory concern was that the deal would put about 40% of the traffic between Hawaii and the mainland U.S. in one company's hands.<ref name="Koenig" /> When the deal was announced, company executives expected approval from the Justice Department to take between a year and 18 months.<ref name=":2">{{Cite web |last=Honore |first=Marcel |date=December 4, 2023 |title='We're Liking What We See': How The Alaska-Hawaiian Merger Came Together |url=https://www.civilbeat.org/2023/12/were-liking-what-we-see-how-the-alaska-hawaiian-merger-came-together/ |access-date=June 10, 2024 |website=[[Honolulu Civil Beat]]|language=en}}</ref> On August 19, 2024, the [[United States Department of Justice|U.S. Department of Justice]] completed its regulatory antitrust review of the proposed acquisition and declined to attempt to block the merger in court.<ref name="Casey 2024">{{cite web |last=Casey |first=David |title=Alaska Airlines, Hawaiian Airlines Merger Clears DOJ Review |website=[[Aviation Week Network]]|date=August 20, 2024 |url=https://aviationweek.com/air-transport/airlines-lessors/alaska-airlines-hawaiian-airlines-merger-clears-doj-review |access-date=August 20, 2024}}</ref> The merger next requires the approval of the [[U.S. Department of Transportation]].<ref name="Casey 2024"/>

At the time, the companies overlapped on 12 nonstop routes which they described as minimal.<ref>{{Cite news |last=Silk |first=Robert |date=March 12, 2024 |title=Alaska Airlines CEO is confident that the Hawaiian merger will happen |url=https://www.travelweekly.com/Travel-News/Airline-News/Minicucci-comments-on-Alaska-Hawaiian-merger |work=Travel Weekly}}</ref> Alaska Airlines emphasized its experience operating an intra-Alaska network including service to 16 destinations not reachable by road while pledging to maintain a robust interisland schedule in Hawaii to neighbor islands.<ref>{{Cite news |last=Silk |first=Robert |date=December 8, 2023 |title=Hawaiian-Alaska: Airlines will benefit, but can they get the OK to combine? |url=https://www.travelweekly.com/Travel-News/Airline-News/Will-DOJ-approve-Hawaiian-and-Alaska-merger |work=Travel Weekly}}</ref> The ''[[Wall Street Journal]]'' speculated that consolidation would lead to higher prices for consumers on flights to Hawaii although this was disputed by the companies.<ref>{{Cite news |last=Sider |first=Jacob Passy and Alison |title=The New Math for Your Next Trip to Hawaii |url=https://www.wsj.com/lifestyle/travel/hawaiian-alaska-airlines-sale-hawaii-airfares-2eca383e |access-date=June 10, 2024 |work=[[Wall Street Journal]]|language=en-US}}</ref>

When the merger was announced, [[Josh Green (politician)|Governor Josh Green]] (HI) promised that he and the attorney general [[Anne E. Lopez|Anne Lopez]] would monitor the merger "very closely" adding that both "are very high-quality companies, but ultimately, I will be watching to make sure all of our state's needs are met and all of our workers are cared for."<ref name=":2" /> As part of its effort to garner local support for the merger, Alaska Airlines made three key promises to Hawaii residents to maintain the Hawaiian airlines brand, keep all front-line union employees, and protect neighbor island flights.<ref>{{Cite web |date=May 31, 2024 |title=Checking in Alaska As It Preps for the Hawaiian Merger – Cranky Flier |url=https://crankyflier.com/2024/06/03/checking-in-alaska-as-it-preps-for-the-hawaiian-merger/ |access-date=June 10, 2024 |language=en-US}}</ref> In February 2024, [[Richard Bissen]] (mayor of Maui County), [[Rick Blangiardi]] (mayor of the City and County of Honolulu), [[Derek Kawakami]] (mayor of Kauai County), and [[Mitch Roth]] (mayor of Hawaiʻi County) published an open letter in the ''[[Honolulu Star-Advertiser]]'' declaring their support for the merger as "good for Hawaiʻi" and enhancing service to neighbor islands.<ref>{{Cite web |last=None |date=February 18, 2024 |title=Column: Hawaiian, Alaska airlines combo is good for Hawaii |url=https://www.staradvertiser.com/2024/02/18/editorial/island-voices/column-hawaiian-alaska-airlines-combo-is-good-for-hawaii/ |access-date=June 10, 2024 |website=[[Honolulu Star-Advertiser]]|language=en}}</ref><ref>{{Cite web |last=Hawaii |first=Beat of |date=February 22, 2024 |title=Who Will Benefit From An Alaska/Hawaiian Airlines Merger? |url=https://beatofhawaii.com/who-will-benefit-from-an-alaska-hawaiian-air-merger/ |access-date=June 10, 2024 |website=Beat of Hawaii |language=en-US}}</ref>

Alaska Airlines confirmed that miles held in Hawaiian's HawaiianMiles [[frequent-flyer program]] would be converted to the Alaska Airlines Mileage Plan scheme at a 1:1 ratio.<ref>{{Cite web |last= |first= |date=June 5, 2024 |title=Alaska Speaks Up on Merger + Our Comparative Look at Mileage Rewards |url=https://beatofhawaii.com/alaska-speaks-up-on-merger-our-comparative-look-at-mileage-rewards/ |access-date=July 16, 2024 |website=Beat of Hawaii |language=en-US}}</ref>

In August 2024, the regulatory review period ended without issue, a week after Alaska had agreed to extend that review period. The news effectively gave Alaska DOJ approval for the deal. Alaska called it "a significant milestone in the process to join our airlines."<ref>{{Cite web |date=August 20, 2024 |title=Alaska Airlines and Hawaiian Airlines' Merger Passes DOJ Review |url=https://www.travelmarketreport.com/air/articles/alaska-airlines-and-hawaiian-airlines-merger-passes-doj-review |access-date=August 20, 2024 |website=www.travelmarketreport.com}}</ref> On September 17, 2024, the final regulatory hurdle for the merger was cleared when the United States Department of Transportation approved of the merger. The carriers stated they expected to close the deal in the days following this approval.<ref name="DOJ Approval">{{cite web |last=Chokshi |first=Niraj |title=Alaska Airlines' Acquisition of Hawaiian Airlines Cleared by Regulator |website=[[New York Times]] |date=September 17, 2024 |url=https://www.nytimes.com/2024/09/17/business/alaska-airlines-hawaiian-acquisition.html |access-date=September 17, 2024}}</ref> On September 18, 2024, the merger was completed, following an agreement with the U.S. Department of Transportation. As part of the deal, both airlines committed to maintaining key routes in Hawaii and upholding consumer protections for the next six years.<ref name="news.alaskaair.com">{{Cite web |date=September 18, 2024 |title=Alaska Airlines completes acquisition of Hawaiian Airlines, expanding benefits and choice for travelers |url=https://news.alaskaair.com/company/alaska-airlines-completes-acquisition-of-hawaiian-airlines-expanding-benefits-and-choice-for-travelers/ |access-date=September 18, 2024 |website=Alaska Airlines News |language=en-US}}</ref><ref>{{Cite news |last=Shepardson |first=David |date=September 18, 2024 |title=Alaska Airlines completes $1.9 billion acquisition of Hawaiian |url=https://www.reuters.com/markets/deals/alaska-airlines-completes-acquisition-hawaiian-2024-09-18/ |access-date=September 18, 2024 |work=Reuters}}</ref><ref>Alaska completes paradise purchase ''[[Airliner World]]'' November 2024 page 14</ref>

==Network==
{{main|List of Alaska Airlines destinations}}

[[File:Alaska Airlines planes at Sea-Tac.jpg|thumb|alt=Five aircraft can be seen in this photo. The jets are either parked at or adjacent to a terminal, with some connected to the building by jet bridges|Alaska's operations at its primary hub, [[Seattle–Tacoma International Airport]]]]

Alaska's route system spans more than 115 destinations in the United States, Belize, Canada, Costa Rica, Guatemala, Japan, and Mexico. Some of the locations served in Alaska include Anchorage, Adak, Cordova, Fairbanks, Juneau, Ketchikan, Kodiak, Kotzebue, King Salmon, Nome, Prudhoe Bay, Sitka, and Utqiagvik (formerly Barrow), several of which are inaccessible by road.{{Citation needed|date=September 2024}}

The airline began scheduled operations to the [[Russian Far East]] in 1991 following the breakup of the Soviet Union,<ref name="Russia Far East destinations">[https://web.archive.org/web/19981205120516/http://alaskaair.com/RussianFarEast/NewRussia.stm Russia Far East Destinations]. Alaska Airlines. Archived from [http://www.alaskaair.com/RussianFarEast/NewRussia.stm the original] on December 5, 1998. Retrieved on August 5, 2012.</ref><ref name="Russia-flights">{{Cite news |last=Brooke |first=James |date=March 30, 1997 |title=Alaska Airlines Opens Russia's 'Wild East' |url=https://www.nytimes.com/1997/03/30/travel/alaska-airlines-opens-russia-s-wild-east.html?src=pm |url-status=live |archive-url=https://web.archive.org/web/20130518122323/http://www.nytimes.com/1997/03/30/travel/alaska-airlines-opens-russia-s-wild-east.html?src=pm |archive-date=May 18, 2013 |access-date=August 11, 2012 |work=The New York Times}}</ref> but suspended the service in 1998 following the [[1998 Russian financial crisis]].<ref name="Russia-flights-ended">{{Cite news |date=October 8, 1998 |title=Alaska Air halts flights to Russia's Far East |url=http://www.highbeam.com/doc/1P1-19485924.html |url-status=dead |archive-url=https://web.archive.org/web/20130516172249/http://www.highbeam.com/doc/1P1-19485924.html |archive-date=May 16, 2013 |access-date=August 17, 2012 |via=Highbeam Research (article title only, no story provided --> |agency=Associated Press News}}</ref>

Alaska has historically been one of the largest carriers on the [[West Coast of the United States]], with strong presences in [[Anchorage, Alaska|Anchorage]], [[Seattle]], [[Portland, Oregon|Portland]], and [[San Diego]], and serving four airports in the [[Bay Area]] and four airports in the [[Greater Los Angeles Area|Los Angeles metropolitan area]].<ref name="cities-served">{{Cite web |title=Cities Served |work=Alaska Airlines |url=http://www.alaskaair.com/content/about-us/newsroom/as-cities.aspx |url-status=live |archive-url=https://web.archive.org/web/20120806023948/http://www.alaskaair.com/content/about-us/newsroom/as-cities.aspx |archive-date=August 6, 2012 |access-date=August 6, 2012 }}</ref>{{primary source inline|date=December 2023}}

Some cities in Alaska's network with less traffic are served by regional airline partners under a capacity purchase agreement. Under that agreement, the regional airline is paid to operate and maintain aircraft used on flights that are scheduled and marketed by Alaska Airlines. Alaska's airline partners include wholly owned regional subsidiary [[Horizon Air]] and carrier [[SkyWest Airlines]].{{Citation needed|date=October 2023}}

Alaska Air Group launched its first modern long-haul international route between Seattle and [[Narita International Airport|Tokyo/Narita]] on May 12, 2025. It uses Hawaiian Airlines' widebody [[Airbus A330|Airbus A330-200]] as a result of Hawaiian's merger with the Alaska Air Group. It is planned to be followed by a Seattle–[[Incheon International Airport|Seoul/Incheon]] route in September and ten more routes by 2030.<ref>{{cite news |last=Uyehara |first=Kai |date=March 26, 2025 |title=Alaska Airlines starting nonstop Seattle-to-Seoul flights in September |url=https://www.seattletimes.com/seattle-news/alaska-airlines-starting-nonstop-seattle-to-seoul-flights-in-september/ |work=The Seattle Times |accessdate=May 13, 2025}}</ref><ref>{{Cite web |last= |first= |date=December 10, 2024 |title=Alaska Air Group launches new global gateway in Seattle with unveiling of nonstop routes on Hawaiian Airlines to Tokyo Narita and Seoul Incheon |url=https://www.prnewswire.com/news-releases/alaska-air-group-launches-new-global-gateway-in-seattle-with-unveiling-of-nonstop-routes-on-hawaiian-airlines-to-tokyo-narita-and-seoul-incheon-302326958.html |access-date=December 12, 2024 |website=www.prnewswire.com |language=en}}</ref>

===Codeshare agreements===
{{main|Atmos Rewards#Partner airlines}}

Alaska Airlines is a member of the [[Oneworld]] alliance and has [[codeshare agreement|codeshares]] or mileage partnerships with the following airlines:<ref>{{Cite news |title=Codeshare Info - Alaska Airlines |url=https://www.alaskaair.com/content/travel-info/before-your-trip/codeshare-information |url-status=live |archive-url=https://web.archive.org/web/20200527020415/https://www.alaskaair.com/content/travel-info/before-your-trip/codeshare-information |archive-date=May 27, 2020 |access-date=April 2, 2021 |work=Alaska Airlines}}</ref><ref>{{Cite web |title=Fly with our worldwide airline partners |work=Alaska Airlines |url=https://www.alaskaair.com/content/mileage-plan/how-to-earn-miles/airline-partners |url-status=live |archive-url=https://web.archive.org/web/20170706181739/https://www.alaskaair.com/content/mileage-plan/how-to-earn-miles/airline-partners |archive-date=July 6, 2017 |access-date=May 15, 2025 |last1=Airlines |first1=Alaska }}</ref>

{{div col|colwidth=14em}}
* [[Aer Lingus]]
* [[Air Tahiti Nui]]
* [[Aleutian Airways]]
* [[American Airlines]]
* [[Bahamasair]]
* [[British Airways]]
* [[Cape Air]]
* [[Cathay Pacific]]
* [[Condor (airline)|Condor]]
* [[Contour Airlines]]
* [[Fiji Airways]]
* [[Finnair]]
* [[Hainan Airlines]]
* [[Hawaiian Airlines]]
* [[Iberia (airline)|Iberia]]
* [[Icelandair]]
* [[Japan Airlines]]
* [[Kenmore Air]]
* [[Korean Air]]
* [[Malaysia Airlines]]
* [[Mokulele Airlines]]
* [[Oman Air]]
* [[Philippine Airlines]]
* [[Porter Airlines]]
* [[Qantas]]
* [[Qatar Airways]]
* [[Royal Air Maroc]]
* [[Royal Jordanian]]
* [[Southern Airways Express]]
* [[SriLankan Airlines]]
* [[Starlux Airlines]]
{{div col end}}

=== Interline agreements ===
Alaska Airlines has [[Interline agreement]]s with the following airlines:
{{div col|colwidth=14em}}
* [[Air India]]<ref>{{cite press release |last= |first= |date=November 4, 2023 |title=Air India enters interline partnership with Alaska Airlines |url=https://www.airindia.com/in/en/newsroom/press-release/interline-partnership-alaska-airlines.html|website= |location= |publisher=Air India Newsroom |access-date=May 21, 2025}}</ref>
* [[Air Premia]]<ref>{{cite web|url=https://www.edaily.co.kr/News/Read?newsId=01908966638951240&mediaCodeNo=257&OutLnkChk=Y|title=에어프레미아, 알래스카항공과 인터라인 협약…"미주·중남미 연결"|trans-title=Air Premia, Alaska Airlines, Interline Agreement… “Connecting the Americas, Central and South America”|website={{ill|Edaily|ko|이데일리}}|date=July 4, 2024|language=Korean}}</ref>
* [[Azores Airlines]]<ref>{{cite press release|url=https://www.azoresairlines.pt/en/sata/news/sata-groups-summer-2020-operation|title=SATA Group's Summer 2020 Operation|website=Azores Airlines|publisher=Grupo SATA|date=February 28, 2020|access-date=April 21, 2021|quote=The recent code-share agreements established with WestJet and Air France*, as well as the existing interline protocols between Azores Airlines and Jet Blue,[sic] Alaska Airlines, and Porter*, allow for a wide range of passengers arriving in Boston, Toronto, or Montreal, to be able to continue their journey on Azores Airlines, thanks to the partnerships established.}}</ref>
*[[Caribbean Airlines]]<ref>{{cite web | url=https://www.loopnews.com/content/caribbean-airlines-signs-interline-agreement-with-alaska-airlines/ | title=Caribbean Airlines signs interline agreement with Alaska Airlines }}</ref>
*[[Emirates (airline)|Emirates]]<ref>{{cite web |last= |first= |date= |title=Travel Partners |url=https://www.emirates.com/us/english/travel-partners/|website=emirates.com |location= |publisher= |access-date=May 21, 2025}}</ref>
* [[French Bee]]<ref>{{cite web|url=https://frenchbee.dohop.com/|title=Frenchbee Connect|work=Dohop|access-date=July 16, 2024|archive-date=July 16, 2024|archive-url=https://web.archive.org/web/20240716121752/https://frenchbee.dohop.com/|url-status=dead}}</ref>
* {{ill|Hahn Air Lines|de}}<ref>{{cite web |url=https://www.hahnair.com/en/partner-carriers |title=Partner Carriers |website=hahnair.com |access-date=May 21, 2025}}</ref>
* [[LATAM Chile]]
* [[Norse Atlantic Airways|Norse Atlantic]]<ref>{{cite web | url=https://connections.flynorse.com/ | title=Find and book connecting flights with partner airlines | website=Norse Atlantic Airways | access-date=December 26, 2024 | archive-date=June 28, 2023 | archive-url=https://web.archive.org/web/20230628103343/https://connections.flynorse.com/ | url-status=dead }}</ref>
* [[Singapore Airlines]]
* [[WestJet]]<ref name="partners">{{Cite web|url=https://www.westjet.com/en-ca/about-us/airline-partners|title=Our airline partners|website=[[WestJet]]|access-date=January 14, 2025}}</ref>
{{div col end}}

== Fleet ==
<!-- This section is an excerpt of the intro to the Alaska Airlines fleet page. Please do not add a fleet table to this section. Detailed fleet information is covered in the posted Alaska Airlines fleet page.-->
{{Excerpt|Alaska Airlines fleet}}

==Services==
===Cabin===
[[File:18-NOV-2023 - AS1219 LAX-SEA (N459AS - B737-900ER) (02).jpg|thumb|alt=A row of economy class seats|Economy class seats in an Alaska Airlines 737-900ER]]
'''{{visible anchor|First Class}}''' features priority boarding, complimentary food, as well as alcoholic and non-alcoholic beverages. Seating is wider recliner style seats in a 2-2 configuration on mainline aircraft and a 2-1 configuration on regional jets. All seats in First Class have power outlets.<ref>{{Cite web |last=Cornelius |first=MacKensie |date=August 9, 2023 |title=Everything to Know About Flying Alaska Airlines First Class |url=https://www.going.com/guides/alaska-airlines-first-class |access-date=December 28, 2023 |website=Going |language=en}}</ref><ref>{{Cite web |title=First Class seating |url=https://www.alaskaair.com/content/travel-info/flight-experience/first-class |access-date=December 28, 2023 |website=Alaska Airlines |language=en |last1=Airlines |first1=Alaska }}</ref>

'''{{visible anchor|Premium Class}}''' is located behind First Class and features {{Convert|35|in|abbr=out}} of seat pitch,<ref name="insideflyer.com">{{Cite web |last=Palen |first=Daniel |date=December 3, 2015 |title=Alaska Airlines Announces "Premium Class" Extra Legroom Seating |url=https://insideflyer.com/2015/12/alaska-airlines-announces-premium-class/ |url-status=live |archive-url=https://web.archive.org/web/20200725013323/https://insideflyer.com/2015/12/alaska-airlines-announces-premium-class/ |archive-date=July 25, 2020 |access-date=April 1, 2020 |website=Inside Flyer}}</ref> {{Convert|4|in||spell=in}} more than in Alaska's Main Cabin. Passengers receive priority boarding and complimentary alcoholic or non-alcoholic beverages. A small snack is included and food can be purchased.<ref>{{Cite web |title=Premium Class frequently asked questions |url=https://www.alaskaair.com/content/travel-info/flight-experience/premium-class/premium-faq |url-status=live |archive-url=https://web.archive.org/web/20200331164007/https://www.alaskaair.com/content/travel-info/flight-experience/premium-class/premium-faq |archive-date=March 31, 2020 |access-date=April 1, 2020 |website=Alaska Airlines |last1=Airlines |first1=Alaska }}</ref><ref>{{Cite web |title=Premium Class seating |url=https://www.alaskaair.com/content/travel-info/flight-experience/premium-class |url-status=live |archive-url=https://web.archive.org/web/20200331163956/https://www.alaskaair.com/content/travel-info/flight-experience/premium-class |archive-date=March 31, 2020 |access-date=April 1, 2020 |website=Alaska Airlines |last1=Airlines |first1=Alaska }}</ref><ref>{{Cite web |last=Horan |first=Rocky |date=May 12, 2017 |title=Review: Alaska Airlines Premium Class |url=https://www.travelcodex.com/alaska-airlines-premium-class-review/ |access-date=December 28, 2023 |website=Travel Codex |language=en-US}}</ref> Premium Class seating can be purchased during booking or given through complimentary upgrades for elite fliers in Alaska's ''Mileage Plan'' loyalty program. On mainline aircraft, all seats in Premium Class have USB and power outlets.{{Citation needed|date=September 2024}}

'''{{visible anchor|Main Cabin}}''' is Alaska's economy class. Main Cabin passengers receive a complimentary non-alcoholic beverage and a small snack. Food and alcoholic beverages are available for purchase. On mainline aircraft, all Main Cabin seats have USB and power outlets.<ref>{{Cite news |last=Soper |first=Taylor |date=April 24, 2013 |title=Love for the plug: Alaska Airlines adding power outlets to new seats |url=https://www.geekwire.com/2013/love-plug-alaska-airlines-adding-power-outlets-seats/ |access-date=December 28, 2023 |work=GeekWire |language=en-US}}</ref><ref>{{Cite web |title=Main Cabin seating |url=https://www.alaskaair.com/content/travel-info/flight-experience/main-cabin?lid=inflight-experience-overview:main-cabin |access-date=December 28, 2023 |website=Alaska Airlines |language=en | last1=Airlines | first1=Alaska }}</ref>

===In-flight services===
====Meals and beverages====
[[File:18-NOV-2023 - AS1219 LAX-SEA (N459AS - B737-900ER) (03).jpg|thumb|alt=An in-flight snack on a tray table|An Alaska Airlines in-flight snack]]
In 2006, the airline launched its [[buy on board]] meal program,<ref name="NorthernBites">{{Cite press release |title=Alaska Airlines Expands Northern Bites Meals-For-Purchase Program |date=July 14, 2006 |publisher=Alaska Airlines |url=http://splash.alaskasworld.com/Newsroom/ASNews/ASstories/AS_20060714_130950.asp |access-date=September 17, 2012 |url-status=live |archive-url=https://web.archive.org/web/20131202233204/http://splash.alaskasworld.com/Newsroom/ASNews/ASstories/AS_20060714_130950.asp |archive-date=December 2, 2013}}</ref>{{primary source inline|date=December 2023}} on most flights over 2 ½ hours.<ref name="meals">{{Cite web |title=Fresh Meals |url=http://www.alaskaair.com/content/travel-info/food-beverage/food-main-cabin.aspx#fresh |url-status=live |archive-url=https://web.archive.org/web/20121002030011/http://www.alaskaair.com/content/travel-info/food-beverage/food-main-cabin.aspx#fresh |archive-date=October 2, 2012 |access-date=September 17, 2012 |website=Main Cabin Food and Beverage Service |publisher=Alaska Airlines}}</ref>{{primary source inline|date=December 2023}} As part of the program, the airline offers various "Picnic Packs" for a charge in Premium Class and Main Cabin.<ref name="picnic-packs">{{Cite web |title=Picnic Packs |url=http://www.alaskaair.com/content/travel-info/food-beverage/food-main-cabin.aspx#picnic |url-status=live |archive-url=https://web.archive.org/web/20121002030011/http://www.alaskaair.com/content/travel-info/food-beverage/food-main-cabin.aspx#picnic |archive-date=October 2, 2012 |access-date=September 17, 2012 |website=Main Cabin Food and Beverage Service |publisher=Alaska Airlines}}</ref>{{primary source inline|date=December 2023}} Picnic packs feature products from West Coast companies including [[Beecher's Handmade Cheese|Beecher's Cheese]], [[Tillamook County Creamery Association|Tillamook Cheese]], [[Tim's Cascade Snacks|Tim's Cascade potato chips]] and [[Alaskan Brewing Company|Alaskan Amber beer]].<ref name="StarbucksCoffee">{{Cite web |date=February 1, 2012 |title=Alaska Airlines and Starbucks Team Up to Serve Freshly Brewed Coffee Onboard |url=http://splash.alaskasworld.com/Newsroom/ASNews/ASstories/AS_20120201_043549.asp |url-status=dead |archive-url=https://web.archive.org/web/20120312235847/http://splash.alaskasworld.com/Newsroom/ASNews/ASstories/AS_20120201_043549.asp |archive-date=March 12, 2012 |access-date=September 16, 2012 |publisher=Alaska Airlines}}</ref>{{primary source inline|date=December 2023}}

In February 2012, Alaska Airlines started serving coffee from fellow Seattle company [[Starbucks]] on all of its flights. Previously Starbucks coffee was only offered on Horizon Air flights. Horizon Air had offered Starbucks coffee since February 1990 and was the first airline in the world to serve Starbucks coffee onboard its flights. In 2023, Alaska changed to serving coffee from Portland-based [[Stumptown Coffee Roasters]].<ref>{{Cite web |date=October 11, 2023 |title=Alaska Airlines and Stumptown Coffee serve up new coffee blend fit for the skies |url=https://news.alaskaair.com/alaska-airlines/alaska-airlines-and-stumptown-new-coffee/ |access-date=October 25, 2023 |website=Alaska Airlines |language=en-US}}</ref>{{primary source inline|date=December 2023}}

In July 2018, Alaska Airlines updated much of the First Class menu inspired by the airlines' West Coast presence. New items served included Oregon's Salt and Straw Caramel Ribbon Ice Cream, brownies from Los Angeles-based Sweet Lady Jane, and pasta from Cucina Fresca, based in Seattle. New features included ordering food before flights to allow for meals ready upon seating.<ref>{{Cite web|url=https://news.alaskaair.com/guest-experience/salt-straw-ice-cream-on-a-plane-if-you-are-in-first-class/|title=Rhubarb, asparagus and Salt & Straw ice cream on a plane? If you're in First Class, it's on the summer menu|date=June 16, 2018}}</ref>{{primary source inline|date=December 2023}}

====In-flight internet access====
All Alaska Airlines jets are equipped with an [[In-flight entertainment#Wi-Fi|in-flight Wi-Fi and streaming entertainment]] system. It had been announced that soon internet access service will move to a flat $8 charge per flight, but that change only applies to the satellite WiFi-based aircraft. On the older systems, internet service is still fee-based for all passengers, depending on the length of the flight.<ref>{{Cite web |title=Alaska Airlines In-flight Wi-Fi |url=http://www.alaskaair.com/content/travel-info/on-board/inflight-wifi.aspx |url-status=live |archive-url=https://web.archive.org/web/20110827214227/http://www.alaskaair.com/content/travel-info/on-board/inflight-wifi.aspx |archive-date=August 27, 2011 |access-date=August 22, 2011 |publisher=Alaskaair.com}}</ref><ref>{{Cite web |date=June 2, 2011 |title=Alaska Airlines In-flight Wi-Fi Available On Most Every Aircraft |url=http://splash.alaskasworld.com/Newsroom/ASNews/ASstories/AS_20110602_080355.asp |url-status=dead |archive-url=https://web.archive.org/web/20120627154751/http://splash.alaskasworld.com/Newsroom/ASNews/ASstories/AS_20110602_080355.asp |archive-date=June 27, 2012 |access-date=September 16, 2012 |publisher=Alaska Airlines}}</ref>{{primary source inline|date=December 2023}} Streaming entertainment and electronic messaging services are free.{{citation needed|date=March 2024}}

Alaska launched trials of [[In-flight entertainment#Wi-Fi|In-flight Wi-Fi]] Internet service in 2009.<ref>{{Cite news |last=Malik |first=Om |date=February 27, 2009 |title=Alaska Airlines to Offer In-flight Internet Access |url=http://gigaom.com/2009/02/27/alaska-airlines-to-offer-inflight-internet-access/ |url-status=dead |archive-url=https://web.archive.org/web/20121004090850/http://gigaom.com/2009/02/27/alaska-airlines-to-offer-inflight-internet-access/ |archive-date=October 4, 2012 |access-date=September 16, 2012 |publisher=gigaom.com}}</ref><ref>{{Cite web |date=February 26, 2009 |title=Alaska Airlines Trials Satellite-Based Inflight Wireless Internet Service |url=http://www.alaskasworld.com/Newsroom/ASNews/ASstories/AS_20090226_050547.asp |url-status=dead |archive-url=https://web.archive.org/web/20120722142408/http://splash.alaskasworld.com/Newsroom/ASNews/ASstories/AS_20090226_050547.asp |archive-date=July 22, 2012 |access-date=September 16, 2012 |publisher=Alaska Airlines}}</ref> The airline tested both the Row44 satellite-based system, before picking the land-based [[Gogo Inflight Internet]] system in February 2010.<ref name="AS chooses Aircell Gogo">{{Cite web |date=February 24, 2010 |title=Alaska Airlines to Offer Gogo Inflight Internet |url=http://pr.gogoair.com/press-room/2010/02/alaska-airlines-offer-gogo-inflight-internet-service |archive-url=https://archive.today/20130125213524/http://pr.gogoair.com/press-room/2010/02/alaska-airlines-offer-gogo-inflight-internet-service |url-status=dead |archive-date=January 25, 2013 |access-date=September 17, 2010 |publisher=Gogoinflight.com}}</ref>{{primary source inline|date=December 2023}} In October 2010, flights between Anchorage and Fairbanks were the first to receive in-flight internet service.<ref name="ancfai wifi">{{Cite news |date=October 22, 2010 |title=Travel – Alaska Airlines offers Internet service in Alaska |url=http://seattletimes.nwsource.com/html/localnews/2013230830_apusalaskaairlinesinternet.html |url-status=live |archive-url=https://web.archive.org/web/20101025133847/http://seattletimes.nwsource.com/html/localnews/2013230830_apusalaskaairlinesinternet.html |archive-date=October 25, 2010 |access-date=October 22, 2010 |publisher=The Seattle Times}}</ref> In the following months, the system was expanded to cover all routes, except for Hawaii. Alaska Airlines began switching to a satellite-based system in the third quarter of 2019, which is available on all flights, including flights over the Atlantic and Pacific oceans. As of February 2020, 126 of 241 aircraft have satellite WiFi installed.{{Citation needed|date=September 2024}}

==Reward programs==
===Atmos Rewards===
{{main|Mileage Plan|l1=Atmos Rewards}}
The [[frequent-flyer program]] of Alaska Airlines and its subsidiary [[Horizon Air]] is called [[Mileage Plan|Atmos Rewards]], formerly known as Mileage Plan.<ref name="atmos">{{Cite news |title=Alaska Airlines unveils new loyalty plan, premium credit card |url=https://www.seattletimes.com/business/boeing-aerospace/alaska-airlines-unveils-new-loyalty-plan-premium-credit-card/ |work=Lauren Rosenblatt |date=August 20, 2025 |access-date=August 28, 2025 |publisher=[[The Seattle Times]]}}</ref> The program's airline partners include members of all three major [[airline alliances]] ([[Oneworld]], [[SkyTeam]], and [[Star Alliance]]), as well as several unaffiliated carriers. The Atmos Rewards program has no membership fee and allows one-way redemption. Accumulated miles do not expire.<ref name="other mp">{{Cite news |title=Other Mileage Plan Information |url=http://www.alaskaair.com/content/mileage-plan/frequently-asked-questions/faq-benefits.aspx |url-status=live |archive-url=https://web.archive.org/web/20150610052811/http://www.alaskaair.com/content/mileage-plan/frequently-asked-questions/faq-benefits.aspx |archive-date=June 10, 2015 |access-date=September 14, 2009 |publisher=Alaska Air Group}}</ref>{{primary source inline|date=December 2023}} The Plan has elite tiers (MVP, MVP Gold, MVP Gold 75K, and MVP Gold 100k) for frequent travelers,<ref name="mp benefits">{{Cite web |title=Earning Mileage Plan elite status |work=Alaska Airlines |url=https://www.alaskaair.com/content/mileage-plan/membership-benefits |access-date=February 18, 2022 |publisher=Alaska Air Group |last1=Airlines |first1=Alaska }}</ref>{{primary source inline|date=December 2023}} who are provided with increased travel benefits.{{Clarify|reason=What benefits?|date=January 2024}}<ref name="mvpstatus">{{Cite web |title=MVP & MVP Gold Qualification Levels and Benefits |work=Alaska Airlines |url=http://www.alaskaair.com/content/mileage-plan/benefits/elite-levels-and-benefits.aspx |url-status=live |archive-url=https://web.archive.org/web/20110502060952/http://www.alaskaair.com/content/mileage-plan/benefits/elite-levels-and-benefits.aspx |archive-date=May 2, 2011 |access-date=September 14, 2009 |publisher=Alaska Air Group}}</ref>{{primary source inline|date=December 2023}}

===Club 49===
In November 2011, Alaska Airlines began a new program, called Club 49, exclusively for Mileage Plan members who are residents of Alaska. Benefits include free checked bags and email notifications about fare sales and discounts.<ref name="Club49">{{Cite web |date=October 18, 2011 |title=Alaska Airlines Debuts New Club 49 Benefits Program Exclusively for Alaska State Residents |url=http://splash.alaskasworld.com/Newsroom/ASNews/ASstories/AS_20111018_140119.asp |url-status=live |archive-url=https://web.archive.org/web/20111022001036/http://splash.alaskasworld.com/Newsroom/ASNews/ASstories/AS_20111018_140119.asp |archive-date=October 22, 2011 |access-date=December 17, 2011 |publisher=Alaska Airlines}}</ref>{{primary source inline|date=December 2023}} The program has no joining fee<ref name="intro-club49">{{Cite web |title=Introducing Club 49 |work=Alaska Airlines |url=http://www.alaskaair.com/content/deals/club49/join-club-49.aspx |url-status=live |archive-url=https://web.archive.org/web/20120621055324/http://www.alaskaair.com/content/deals/club49/join-club-49.aspx |archive-date=June 21, 2012 |access-date=September 18, 2012 }}</ref>{{primary source inline|date=December 2023}} and memberships are valid for a year after joining before they need to be renewed.<ref name="Club49_Q&A">{{Cite web |title=Club 49 Q & A |work=Alaska Airlines |url=http://www.alaskaair.com/content/deals/club49/club-49-qa.aspx |url-status=live |archive-url=https://web.archive.org/web/20120607062740/http://www.alaskaair.com/content/deals/club49/club-49-qa.aspx |archive-date=June 7, 2012 |access-date=August 16, 2012 }}</ref>{{primary source inline|date=December 2023}}

===Alaska Lounge===
The airline operates nine Alaska Lounges. [[Seattle–Tacoma International Airport]], Alaska's largest hub, has three. [[Portland International Airport]] has two. [[Ted Stevens Anchorage International Airport]], [[San Francisco International Airport]], [[John F. Kennedy International Airport|New York JFK]], and [[Los Angeles International Airport]] have one each.<ref>{{Cite web |title=Alaska Lounge airport lounge locations and hours |url=https://www.alaskaair.com/content/airport-lounge/location-and-hours |url-status=live |archive-url=https://web.archive.org/web/20231222015846/https://www.alaskaair.com/content/airport-lounge/location-and-hours |archive-date=December 22, 2023 |access-date=January 26, 2024 |website=Alaska Airlines |language=en |last1=Airlines |first1=Alaska }}</ref><ref>{{Cite web|url=https://www.travelandleisure.com/alaska-airlines-lounge-2024-price-increase-8401588|title=Alaska Airlines Lounge Access Will Be More Expensive in 2024|website=Travel + Leisure}}</ref> In addition, Oneworld lounges are now also available for Alaska passengers.{{Citation needed|date=September 2024}}

==Corporate affairs==
{{See also|Alaska Air Group#Business trends}}

===Alaska Air Cargo===
[[File:N627AS (44573521370).jpg|alt=A plane painted with the words "Alaska Air Cargo" across it takes off|thumb|An Alaska Air Cargo [[Boeing 737 Next Generation#737-700F|737-700F]] freighter takes off from Anchorage]]
Alaska Air Cargo has regional operations in parts of the United States. It has the most extensive air cargo operations on the west coast of the U.S., larger than any other passenger airline. Alaska's cargo operations are focused primarily on the northwestern contiguous states and Alaska, between Anchorage and Seattle. South of Alaska, primary cargo includes fresh Alaskan seafood. Cargo carried north from Seattle is primarily [[United States Postal Service|U.S. Postal Service]] mail. The airline carries goods for remote Alaskan communities and personal packages.<ref name="Alaska Air Cargo">{{Cite web |date=June 2011 |title=Alaska Air Cargo |work=Alaska Airlines |url=http://www.alaskaair.com/content/cargo/cargo-home.aspx |url-status=live |archive-url=https://web.archive.org/web/20120723192014/http://www.alaskaair.com/content/about-us/newsroom/as-cargo.aspx |archive-date=July 23, 2012 |access-date=July 28, 2012 }}</ref>

===Worker relations===
Alaska's pilot group is represented by the [[Air Line Pilots Association, International]]. Its flight attendants are represented by the [[Association of Flight Attendants]].<ref name="AS-EmployeeUnions">{{Cite web |title=Employees and Collective Bargaining |work=Alaska Airlines |url=http://www.alaskaair.com/content/about-us/newsroom/as-employees.aspx |url-status=live |archive-url=https://web.archive.org/web/20120723085354/http://www.alaskaair.com/content/about-us/newsroom/as-employees.aspx |archive-date=July 23, 2012 |access-date=July 28, 2012 }}</ref>{{primary source inline|date=December 2023}}

Since {{start date|2005|5}}, the airline's baggage-handling operations have been outsourced to [[Menzies Aviation]]. This was in response to the rejection of a contract between [[International Association of Machinists and Aerospace Workers|IAM]], the union which represented the baggage handlers, and Alaska Airlines. It saved the airline an estimated $13 million a year.<ref name="outsourced baggage-handling ops">{{Cite news |last=Allison |first=Melissa |date=May 14, 2005 |title=Alaska Airlines outsources 472 baggage-handling jobs |url=http://seattletimes.nwsource.com/html/businesstechnology/2002274683_alaska14.html |url-status=live |archive-url=https://web.archive.org/web/20120712024352/http://seattletimes.nwsource.com/html/businesstechnology/2002274683_alaska14.html |archive-date=July 12, 2012 |access-date=July 28, 2012 |publisher=The Seattle Times}}</ref> In late 2016, Alaska Airlines created a wholly owned subsidiary McGee Air Services, which competed with Menzies Aviation for ground handling contracts in select Alaska cities.<ref>{{Cite web |date=March 29, 2016 |title=Alaska Airlines Announces the Formation of a New Subsidiary - McGee Air Services |url=https://newsroom.alaskaair.com/2016-03-29-Alaska-Airlines-Announces-the-Formation-of-a-New-Subsidiary-McGee-Air-Services |url-status=live |archive-url=https://web.archive.org/web/20200725013946/https://newsroom.alaskaair.com/2016-03-29-Alaska-Airlines-Announces-the-Formation-of-a-New-Subsidiary-McGee-Air-Services |archive-date=July 25, 2020 |access-date=April 12, 2018 |website=Newsroom &#124; Alaska Airlines}}</ref>{{primary source inline|date=December 2023}}

==Accidents and incidents==
Alaska Airlines has had 11 major [[aviation accidents]] in its history, nine of which resulted in deaths, with the other two resulting in the aircraft being written off but no deaths. A total of 226 passengers and crew along with two people on the ground have been killed.

*On November 30, 1947, Flight 009, a [[Douglas C-54|Douglas C-54A]] (NC91009), with routing Anchorage–[[Yakutat Airport|Yakutat]]&ndash;[[Port Hardy]]–Seattle, crash-landed while attempting to make an [[Instrument Landing System]] (ILS) approach at [[Seattle–Tacoma International Airport]] in Seattle. The plane went off the runway, rolled down an embankment, struck a ditch, and continued into the intersection of the Des Moines Highway and South 188th Street where it struck an automobile, caught fire and spilled fuel over the area. Of the 28 occupants, eight died, plus the driver of the car. The crash was attributed to pilot error.<ref>{{ASN accident|id= 19471130-0|title= NC91009}}</ref>
*On January 20, 1949, Flight 8, a [[Douglas C-47|Douglas C-47A]] (NC91006), was on routing [[Homer, Alaska|Homer]]&ndash;[[Kenai, Alaska|Kenai]], when the plane struck the side of Ptarmigan Head {{convert|9|mi}} east of the center of the airway to Kenai. Of the six passengers on board, five died. The cause was determined to be the pilot straying off the designated airway.<ref>{{ASN accident|id=19490120-0|title= NC91006}}</ref>
*On August 8, 1954, an Alaska Airlines C-47A (N91008) operating the routing of [[McGrath, Alaska]] to Colorado Creek, Alaska, crashed into the side of a mountain about {{convert|25|mi}} northwest of McGrath. Both pilots died.<ref>{{ASN accident|id= 19540808-0|title= N91008}}</ref>
*On March 2, 1957, Flight 100, a [[C-54 Skymaster|Douglas C-54B]] (N90449) on the routing of Seattle–[[Fairbanks]]–Seattle hit a mountain {{convert|3.8|mi}} from [[Blyn]] while on approach to Seattle. All five occupants died. The cause of the crash was the pilot's decision to enter an area of low overcast in mountainous terrain, as well as a navigation error.<ref>{{ASN accident|id= 19570302-0|title= N90449}}</ref>
*On July 21, 1961, [[Alaska Airlines Flight 779|Flight 779]], a [[Douglas DC-6|Douglas DC-6A]] (N6118C) operating Seattle-–[[Shemya]] crashed short of the runway, killing the six crew. The cause of the crash was that the power to the runway and approach lighting systems had been cut off two days earlier, and the control tower neglected to inform the pilots this as they made their approach in the dark.<ref>{{ASN accident|id= 19610721-0|title= N6118C}}</ref>
*On April 17, 1967, An Alaska Airlines [[Lockheed L-1049|Lockheed L-1049H]] (N7777C) with 28 passengers and four crew members aboard landed with the landing gear retracted during heavy snowfall at [[Ralph Wien Memorial Airport|Kotzebue Airport]]. Everyone on board survived but the aircraft was damaged beyond repair.<ref>{{ASN accident|title= N7777C|id= 19670417-0}}</ref>
*On September 4, 1971, [[Alaska Airlines Flight 1866|Flight 1866]], a [[Boeing 727|Boeing 727-193]] operating [[Ted Stevens Anchorage International Airport|Anchorage]]&ndash;[[Merle K. (Mudhole) Smith Airport|Cordova]]&ndash;[[Yakutat Airport|Yakutat]]&ndash;[[Juneau International Airport|Juneau]]&ndash;[[Sitka Rocky Gutierrez Airport|Sitka]] crashed into a mountain in the Chilkat Mountain Range about {{convert|18.5|mi}} from the airport while on approach to Juneau. All seven crew members and 104 passengers were killed. The cause of the crash was determined to be misleading navigational information given to the flight crew, the failure of the crew to use all navigational aids and not performing the required audio identification of the navigational facilities.<ref>{{ASN accident|title= N2969G|id=19710904-0}}</ref>
*On April 5, 1976, [[Alaska Airlines Flight 60|Flight 60]], a Boeing 727-81 (N124AS) operating [[Juneau]]&ndash;[[Ketchikan]] overran the runway while landing in Ketchikan after the captain decided to attempt a [[go-around]] at the last moment. One passenger died in the accident. The cause of the crash was determined to be pilot error for initiating a go-around after commitment to landing and the pilot's "unprofessional decision" to abandon the precision approach.<ref>{{Cite web |date=December 22, 1976 |title=Technical report |url=http://libraryonline.erau.edu/online-full-text/ntsb/aircraft-accident-reports/AAR76-20.pdf |url-status=live |archive-url=https://web.archive.org/web/20120218123718/http://libraryonline.erau.edu/online-full-text/ntsb/aircraft-accident-reports/AAR76-20.pdf |archive-date=February 18, 2012 |access-date=September 29, 2012}}</ref>
*On June 9, 1987, an Alaska Airlines Boeing 727-90C (N766AS) at Anchorage International Airport with two people on board struck a jetway while taxiing and caught fire, destroying the aircraft. The avionics technician inadvertently deactivated the brake pressurization system.<ref>{{ASN accident|title= N766AS|id= 19870609-0}}</ref>
*On March 13, 1990, an Alaska Airlines [[Boeing 727]] taking off from [[Phoenix Sky Harbor International Airport]] struck and killed a man who ran onto the runway. There were no injuries on the 727. Airport authorities determined that the man was a patient at a nearby mental hospital.<ref>{{Cite web |title=Newsroom - Accident history |url=https://newsroom.alaskaair.com/accident-history |url-status=live |archive-url=https://web.archive.org/web/20201017052009/https://newsroom.alaskaair.com/accident-history |archive-date=October 17, 2020 |access-date=October 16, 2020 |website=Alaska Airlines}}</ref>
*On January 31, 2000, [[Alaska Airlines Flight 261|Flight 261]], a [[McDonnell Douglas MD-80|McDonnell Douglas MD-83]] (N963AS), crashed into the Pacific Ocean near [[Anacapa Island]], in the California [[Channel Islands (California)|Channel Islands]], while preparing to attempt an emergency landing at [[Los Angeles International Airport|LAX]] en route from [[Puerto Vallarta]], Mexico, to San Francisco and Seattle, killing all 88 people on board. In its report, the [[National Transportation Safety Board]] (NTSB) determined the cause of the accident to be the failure of acme nut threads, which were part of the jackscrew assembly for the [[horizontal stabilizer]]'s trim system. The failure happened because of insufficient lubrication of the jackscrew assembly, which was the result of Alaska's extended lubrication and inspection intervals and from the [[Federal Aviation Administration]]'s approval of those intervals. NTSB also found that the lack of a fail-safe mechanism for the failure of the acme nut threads on the MD-80 design contributed to the accident. This incident, along with an earlier [[ValuJet Flight 592]] crash, led to closer FAA oversight of airline maintenance operations.<ref>{{Cite web |title=Alaska Airlines Flight 261 – National Transportation Safety Board (NTSB) |url=https://www.ntsb.gov/Events/2000/Aka261/default.htm |archive-url=http://webarchive.loc.gov/all/20040427223220/http%3A//www%2Entsb%2Egov/Events/2000/Aka261/default%2Ehtm |archive-date=April 27, 2004 |access-date=June 13, 2012}}</ref>
*On December 26, 2005, Alaska Airlines Flight 536, a [[McDonnell Douglas MD-80|McDonnell Douglas MD-83]], aircraft traveling from Seattle to Burbank, faced a severe emergency when a one-foot hole developed in its fuselage at 26,000 feet, leading to [[Uncontrolled decompression|explosive decompression]]. The pilots managed an emergency descent and landed safely back at [[Seattle–Tacoma International Airport|Sea-Tac Airport]] without injuring the 140 passengers. Subsequent investigations indicated that the hole was probably caused by a collision with a [[Baggage handling system|baggage-handling vehicle]] operated by [[Menzies Aviation]], which had gone unreported before takeoff. Earlier that year, Alaska Airlines had outsourced over 400 baggage-handling jobs to Menzies, raising concerns about the quality of their ground services. Following the incident, Alaska Airlines inspected all 110 of its [[Cabin pressurization|aircraft's pressurization systems]], as there had been 11 other potential pressurization issues since January 1, though no common cause was identified. Factors such as electrical malfunctions and improperly closed doors were noted. Six passengers later sued Alaska Airlines and Menzies Aviation for negligence, citing both physical and emotional injuries. The lawsuit, handled by Kreindler & Kreindler, showed that safety procedures were not followed, and ramp personnel were not trained properly. This raised questions about outsourcing critical operations.<ref>{{Cite web |date=February 25, 2006 |title=Alaska to inspect its 110-plane fleet |url=https://www.spokesman.com/stories/2006/feb/25/alaska-to-inspect-its-110-plane-fleet/ |website=Spokesman.com}}</ref><ref>{{Cite web |date=December 26, 2005 |title=Alaska jet loses cabin pressure |url=https://www.seattlepi.com/business/article/alaska-jet-loses-cabin-pressure-1191021.php |website=Seattlepi.com}}</ref>
*On November 14, 2020, Flight 66, a [[Boeing 737-700]], hit and killed a [[brown bear]] while landing at the [[Yakutat Airport]] in Alaska.<ref>{{Cite web |date=November 16, 2020 |title=Alaska Airlines flight hits bear on runway during landing |url=https://www.cnn.com/2020/11/16/us/alaska-airlines-hits-brown-bear/index.html |url-status=live |archive-url=https://web.archive.org/web/20201117001501/https://www.cnn.com/2020/11/16/us/alaska-airlines-hits-brown-bear/index.html |archive-date=November 17, 2020 |access-date=November 17, 2020 |website=[[CNN]]}}</ref>
*On August 20, 2023, Flight 1288, a Boeing 737-800 (N516AS), suffered a trunion pin failure caused by a defect at the landing gear manufacturer at [[John Wayne Airport]] causing the left main landing gear to puncture the left wing of the aircraft; remnants of [[Hurricane Hilary]] were moving through the area at the time.<ref>{{Cite web |date=August 20, 2023 |title=Alaska 737 landing gear punctures wing at Santa Ana Airport |url=https://onemileatatime.com/news/alaska-boeing-737-damaged-rough-landing/ |website=One Mile at a Time}}</ref><ref>{{Cite web |date=August 21, 2023 |title=Alaska Airlines jet damaged upon landing in Santa Ana during storm |url=https://www.flightglobal.com/safety/alaska-airlines-jet-damaged-upon-landing-in-santa-ana-during-storm/154647.article |website=[[FlightGlobal]]}}</ref>
*On January 5, 2024, [[Alaska Airlines Flight 1282|Flight 1282]], a [[Boeing 737 MAX#737 MAX 9|Boeing 737 MAX 9]] (N704AL) experienced a rapid decompression when its plugged exit door separated from the airframe shortly after departure from [[Portland International Airport]] on its way to [[Ontario International Airport]] while climbing through {{Convert|16,000|ft|m|abbr=off}}. The flight diverted back to Portland. There were no fatalities, but minor injuries were reported. The airplane's manufacturer (Boeing) took responsibility for the incident and as of January 12, 2024, the investigation is still ongoing.<ref>{{Cite web |date=January 6, 2024 |title=Plane window blows out mid-air, makes emergency landing at Portland airport |url=https://www.kptv.com/2024/01/06/plane-window-blows-out-mid-air-makes-emergency-landing-portland-airport/ |website=FOX 12}}</ref>

===Employee incidents===
*On September 2, 2019, an Alaska Airlines flight attendant called for an evacuation of Terminal A of the [[Newark Liberty International Airport]], causing panic among Labor Day travelers.<ref>{{Cite news |last1=Vigdor |first1=Neil |last2=Sandoval |first2=Edgar |date=September 3, 2019 |title=Chaos Erupts at Newark Airport as Travelers Are Evacuated From Terminal |url=https://www.nytimes.com/2019/09/02/nyregion/newark-airport-evacuation.html |work=The New York Times}}</ref><ref>{{Cite web |date=September 3, 2019 |title=Flight Attendant Who Sparked Newark Airport Panic Detained; Airline Apologizes |url=https://www.nbcnewyork.com/news/local/Newark-Airport-Terminal-A-Panic-Flight-Attendant-Port-Authority-Evacuation-559265201.html |publisher=NBC New York}}</ref> The flight attendant was subsequently detained by police who determined that the incident was a false alarm; the employee reportedly suffered from a mental health-related issue at the time.<ref>{{Cite web |date=September 3, 2019 |title=Sources: Monday Night's Incident At Newark Airport Touched Off By Bipolar Airline Employee |url=https://newyork.cbslocal.com/2019/09/03/sources-monday-nights-incident-at-newark-airport-touched-off-by-bipolar-airline-employee/ |publisher=CBS New York}}</ref>
*On October 22, 2023, an Alaska Airlines off-duty pilot, Joseph Emerson, reportedly attempted to shut down the engines of [[Horizon Air Flight 2059]] operated by Alaska Airlines before being subdued by crew members. The aircraft made an emergency landing at [[Portland International Airport]] and landed safely.<ref>{{Cite news |date=October 23, 2023 |title=Off-duty pilot accused of trying crash Alaska Airlines flight |url=https://www.bbc.co.uk/news/world-us-canada-67177294 |access-date=October 23, 2023 |work=[[BBC News]]}}</ref> The off-duty pilot was charged with 83 counts of attempted murder.<ref>{{Cite web |last1=Maile |first1=Amanda |last2=McMichael |first2=Clara |last3=Margolin |first3=Josh |date=October 23, 2023 |title=Off-duty pilot charged with 83 counts of attempted murder for allegedly trying to shut off engines on Alaska Airlines flight |url=https://abcnews.go.com/US/alaska-airlines-flight-diverted-after-credible-security-threat/story?id=104223059 |access-date=October 25, 2023 |website=ABC News |language=en}}</ref> Passengers from the flight initiated a class action lawsuit against Alaska Airlines and Horizon Air, alleging emotional distress from the incident. The plaintiffs sought a thorough explanation and improved pre-flight screenings to prevent similar occurrences, emphasizing the need for vigilance regarding airline staff's mental health. Alaska Airlines recognized the lawsuit and commended the crew for their actions during the emergency.<ref>{{Cite web |date=November 6, 2023 |title=Passengers sue Alaska Airlines over off-duty pilot's engine shutdown |url=https://www.nbcnews.com/news/us-news/passengers-sue-alaska-airlines-duty-pilots-engine-shut-rcna123468 |access-date=November 6, 2023 |website=NBC News |language=en}}</ref>
<!-- Please read [[WP:AIRCRASH]] before adding additional incidents. -->

==See also==
*[[List of airlines of Alaska]]
* [[Air transportation in the United States]]

==Notes==
{{notelist}}

==References==
{{reflist}}

==External links==
{{Commons category}}
* {{official website}}
* [https://news.alaskaair.com/current-fleet/ Alaska Airlines Current Fleet]

{{Portalbar|United States|Alaska|Companies|Aviation}}
{{Navboxes
| list1 =
{{Alaska Airlines}}
{{Airlines of the United States}}
{{U.S. airlines of the regulated era (1938–1978)|state=collapsed}}
{{Legacy carrier}}
{{Airlines for America}}
{{IATA members|americas}}
{{Oneworld}}
{{Seattle Corporations}}
}}
{{Authority control}}
{{Use mdy dates|date=September 2025}}

{{DEFAULTSORT:Alaska Airlines}}
[[Category:Alaska Air Group]]
[[Category:1932 establishments in Alaska]]
[[Category:Airlines based in Alaska]]
[[Category:Airlines based in Washington (state)]]
[[Category:Airlines established in 1932]]
[[Category:Airlines for America members]]
[[Category:American companies established in 1932]]
[[Category:Companies based in King County, Washington]]
[[Category:Former seaplane operators]]
[[Category:SeaTac, Washington]]