Alaska’s takeover of Virgin America closed in mid-December, though we haven’t seen much in the way of integration so far. The two brands are very different, and their marketing campaigns have been based around that, acknowledging the differences between the brands, but arguing that “different works.”
One of the biggest remaining questions has been what the future of the Virgin America brand will look like. Will the entire airline be named “Alaska,” will they somehow run two brands side-by-side given their relative strengths, or…? They said they hoped to decide on that in early 2017, and it looks like they’ve now made those decisions.
Alaska has just shared a huge amount of information about the future of the combined airline. To sum it up, expect the Alaska brand and product to stick around, with a few small Virgin America elements.