Virgin America will disappear into Alaska Airlines in 2019 – Los Angeles Times

Virgin America, the California-based carrier with the blue mood lighting and high-tech entertainment system, will be fully absorbed by Alaska Airlines by the end of 2019 as Alaska strives to become the West Coast’s dominant airline.

Only three months after Alaska Airlines’ parent company completed the $2.6-billion acquisition of the popular upstart airline launched by billionaire Richard Branson, Alaska Air Group says it will retire the Virgin America brand.

Since the purchase, Alaska Air Group has operated the two carriers as separate subsidiary airlines, with the ultimate goal of combining their forces to compete against bigger air rivals.

“We are going to be able to create a real, strong, integrated airline for travelers on the West Coast,” said Andrew Harrison, chief commercial officer for Alaska Airlines.

Virgin America will disappear into Alaska Airlines in 2019 – Los Angeles Times

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