Alaska to "Kill Off" Virgin Brand.
It was all but inevitable that the Virgin America brand wouldn't survive its merger with Alaska Airlines.
Sure enough, the parent company announced Wednesday that all Virgin America flights will fly under one brand with Alaska Airlines, likely sometime in 2019.
But don't despair, Virgin America devotees: Alaska promised that it will keep much of the "flair" that accompanied Virgin flights, including all that free in-flight entertainment, mood lighting and boarding music.
Seattle-based Alaska bought Virgin last year in an effort to bust into the California market in a major way and expand well beyond its roots in the Pacific Northwest. The $2.6 billion merger resulted in a combined airline with nearly 1,200 daily flights and 286 aircraft, making it the United States' fifth largest airline.
Its new strategy is coming with a major expansion, adding 25 new daily flights out of San Francisco, San Diego, Los Angeles and San Jose last year.
The newly merged airline is pushing ahead with a combined brand that will see significant changes for passengers over the coming years.
