Alaska Airlines Testing New Boarding Procedure

Airlines are on a never-ending quest to come up with the perfect, most efficient process to board passengers, and it seems like Alaska Airlines is trying something out.

Passing through Seattle-Tacoma International Airport (SEA) this weekend, I noticed that a few of the gates in the "N" terminal had new signage and ropes which marked multiple boarding lanes. United and Delta use a similar system to try to sort out the boarding masses.

The new, experimental signs at SeaTac's Gate N3.

There were three lanes indicated:

• A "Priority Lane";
• Rows 20-33; and
• Rows 6-19.

The Priority Lane sign had a further note, "Join us here when we call your group." With this last bit, Alaska had decided to lump all the priority boarding passengers into one late, which really isn't unlike the "First Class/MVP" lane right now; this new system simply pre-organized the economy passengers into two groups.

As for the actual execution of our full flight, things seemed to work in sorting the economy passengers, but there was a bit of confusion for the Priority lane.

Our flight to Los Angeles was delayed by 15 minutes; by the time boarding was announced, about 75 passengers were already in queue, mostly in one of the two economy boarding lines extending down the concourse.

There were about 15 passengers milling around in the Priority lane. The overhead gate monitor displayed the boarding groups and when they were boarding.

First class was called, and folks sorted themselves out, some shuffled up to the gate, while others stayed where they were.

About five seconds later, boarding was called for top- and mid-tier elites. This was my cue to take a small step forward, and it seemed that I was already behind some fellow elites.

Then five seconds later everyone else (lower-tier elites, Preferred Seat passengers) was asked to join the line.

I'm not sure if this quick succession of boarding calls was part of the new process, or the gate agent trying to expedite boarding because of the short delay, or some other reason, but it caused everyone in the Priority lane to "freeze" in place and basically board in the order they had originally lined up. No body walked backwards to the end of the line.

The current boarding area signs.

From my vantage point in Row 6, it seems like the goal of getting the rear of the plane seated first was accomplished. However, the entire boarding process itself didn't seem to be any shorter, and in fact seemed a bit longer than usual.

Our flight ultimately landed 30 minutes late, which I can't attribute to the new boarding process. I did appreciate that folks were lined up instead of as one big bottlenecked crowd, but I'm hoping that Priority boarding isn't what I actually experienced.

I'm glad Alaska is experimenting in hopes of creating a better system, I'm just not sure if what I saw was particularly innovative nor goal-accomplishing.

Alaska Flight from Newark Diverts Due to Smoking Credit Card Reader

An Alaska Airlines 737 parked at John Wayne Airport

On Monday, an Alaska Airlines flight from Newark bound for Seattle had to divert to Buffalo for an emergency landing because of smoke reported in the passenger cabin.

According to a statement from the airline, a malfunctioning credit card reader on board Flight 17, operated by a Boeing 737-900ER, started producing the smoke. A flight attendant took it to the back galley, placed the the device into a trash bin to contain it, and used a fire extinguisher to suppress any possible fire, while the flight crew declared an emergency and prepared to divert. There were no flames from the device, and the plane landed without incident at 8:15am ET with 181 passengers and six crew members on board.

No injuries or fire damage to the aircraft were reported, though fire and emergency vehicles met the aircraft on the runway as a precaution, due to landing overweight from to a full cabin and fuel tanks for the transcontinental flight.

A passenger on board the flight posted details of the diversion as it was happening on Flyertalk, an online forum for the frequent flyer community. User "autumnmist" reported that the "[f]light attendants and pilot handled it well" and also lamented, "[s]o much for getting a solid nap in before landing in Seattle!"

We reached out to autumnmist, who asked to be identified as "J.", for more information. J. stated that the passengers were calm, mostly dozing because of the early hour and some not realizing that anything had happened until the descent started. The cabin crew announced that all passengers should be seated and prepare for landing. The captain came onto the PA system to announced that there was a small incident and that they would be landing at Buffalo out of an abundance of caution, touching down in about 17-18 minutes.

After landing, the plane was met by firefighters who inspected the galley and deemed the plane cleared to continue under its own power to the gate with passengers on board. However, the plane had to wait for approximately one hour for a gate to open up, as this was an unscheduled arrival.

At the gate, passengers were unloaded five rows at a time, to minimize the risk that the plane would tip under extra weight of fuel. Once in the terminal, the passengers were told to give the crew an hour to inspect the aircraft and determine a solution.

Because the original aircraft no longer had the required minimum number of extinguishers on board and required an inspection due to the overweight landing, a replacement plane was dispatched from Seattle to pick up any remaining passengers who chose to wait for the rescue flight back to Seattle. The replacement plane was supposed to have arrived around 4:30pm ET.

Alaska doesn't typically serve Buffalo, so some passengers were being rebooked onto other airlines to their final destinations. J. praised the efforts of the agents, given their limited resources at Buffalo, saying that the only real issue was lack of free Wifi at the airport.

J. chose to wait for the rescue flight inside the American Airlines lounge at the Buffalo airport. Others waited in the gate area; pizza was brought in to help feed the passengers while the rescue plane was en route. Around mid-afternoon, he reported that he received an email from Alaska, apologizing for the delay and telling the passengers to expect a follow-up email with a $500 credit for future Alaska Airlines travel.

"Prompt and pretty great compensation too since to me, the incident was handled as well as could be expected." J. wrote. "Last time I was on a severely delayed flight ([Delta from Chicago to New York] around Christmas time a few years ago), we were delayed from 9am to like 4pm hours and got nothing, not even food and no money either."

Alaska indicated that the devices were recently introduced, and were being immediately removed from service off all aircraft for inspection.

Lounging in a Mall, courtesy of Alaska Airlines Visa

As a frequent flyer and stereotype-fitting male who doesn't find any particular pleasure in spending countless hours roaming retail malls, I (and I dare say many others as well) have often daydreamed about how great it would be to have someplace tranquil to escape to from the crowds, constant din of activity, and general chaos... something similar to the Alaska Board Room or other airline lounge.

South Coast Plaza on Black Friday. Photo: Coast Magazine

I must have forgotten to wear my foil hat on one day, because somebody at South Coast Plaza seemingly read my transient thoughts and established the very thing I yearned for...

A lounge!  More accurately, an exclusive VIP hospitality suite operated by SCP itself.  Simply called Access, it's located next to Sak's Fifth Avenue with a nondescript, opaque storefront that I've passed by dozens of times without realizing the oasis that hid beyond its double doors.

Want ACCESS for yourself? Details on how to enter the drawing below!

Entrance to SCP's Access lounge. Photo: VNAFlyer

I stumbled upon this amenity in a most accidental and serendipitous way, just by idly scanning through the offers on the Visa Signature website while waiting for my wife outside some store at SCP, and seeing the "Luxury Shopping" offer pop up:

"Be a shopping VIP at South Coast Plaza! Show your Visa® card and a copy of this offer to receive a South Coast Plaza Welcome Bag with a VIP Savings Passport, Complimentary Valet Parking, and entrance to the VIP ACCESS Suite."

Sure, discounts and little gift bags are fun, but the suite access (seemingly added as an afterthought), really caught my eye.  Curious, I found the nearest mall conceirge, flashed my Alaska Airlines Visa Signature card, got my gift bag, and headed over to see what was actually being offered... was it just a stark empty, but quiet room, or was it a full-blown, proper lounge space.

This is what I found...

Reception and seating in the common area. Photo: VNAFlyer

The conference room, available for rent and also used as an overflow area.
Photo: VNAFlyer

The TV room, perfect for catching sports or other TV shows.
Photo: VNAFlyer

A private room designed for those with young children in tow.
Photo: VNAFlyer

Another private room, this one with a computer workstation.
Photo: VNAFlyer

Lattes and BBQ kettle chips to enjoy while taking a break.
Photo: VNAFlyer

SCP must have done its research, because this would be a bona fide lounge in most domestic airports, notwithstanding its comparatively small size (but big enough for serving shoppers vs. travelers).  The space is very smartly appointed in calming hues, while still evoking the high-class feeling that SCP strives for.

High on my list of amenities: two spacious and very clean lavatories... er, I mean restrooms. There are a few private sitting rooms if you and your party wanted your own space; otherwise, there are sofas and chairs in the common room.  Also available is a prayer room, designed specifically for Muslim guests but available for anyone needing a moment to themselves.

Should you need to hold a meeting in a different venue, the small conference room, which seats 8 at the table, is available to rent for $50/hour.

There are always 1-2 attendants on hand to check visitors in as well as serving refreshments and snacks. Champagne, imported beer, and wine are included if you choose to partake. I'm particularly fond of their latte, served with a small biscotti. Kettle-cooked potato chips also reign supreme.

These same attendants can also store your purchases at the lounge so that you are free to shop some more... and some more...

So, how does one get access to this lounge?  Visa Signature cards, including the Alaska Airlines card issued by Bank of America, gets you the gift bag that includes a lounge pass (valid for all members of your party that day). You just have to show an SCP conceirge desk the offer and your card; they take down your name, hand you a gift bag, and off you go. Each cardholder is allowed one gift bag per day.

Unpacking the gift bag. Yes, it includes the luggage tag. No, it doesn't
include the computer. Photo: VNAFlyer

American Express Platinum cardholders are also eligible to receive the gift bag, and there are several hotels that include a lounge pass as part of shop-and-stay packages.  Finally, the stores of SCP themselves provide lounge access to their top spenders.

Photo: Westin/South Coast Plaza

I even have gift bags to give away to two lucky readers.  Just leave a comment below by 11pm (Pacific Time) on September 10, and tell me what you think of having lounge access inside a mall.*

I personally think all malls should offer a lounge!

* Winner will be selected on September 11, 2015 from the comments of those who leave an email address. A random number generator will be used to select the winners, and the winner will be contacted via email. A US mailing address must be provided within 48 hours.  Unclaimed prizes will be awarded to another randomly-drawn commenter. All decisions regarding the award of the prize shall be mine and mine alone. No purchase necessary, must be 18 and over to qualify.

Cathay Pacific to Limit Award Seats to Partner Redemptions; Why This is a Bad Idea

Photo: VNAFlyer

Cathay Pacific, an airline partner to Alaska Airlines, is reportedly going to increase the number of award seats to members of its own frequent flyer program by limiting availability for partner redemptions.

Cathay cites the fact that it's currently easier and cheaper for members of partner frequent flyer programs, notably from American Airlines, to earn the miles required to redeem for awards, thereby putting Cathay's own Marco Polo Club (MPC) and AsiaMiles members at a disadvantage.

The thinking behind the move seems to be limiting "external" redemptions on flights that could be filled with revenue passengers.

There are some problems with this logic:

• There's no doubt that Cathay has been busy, but unless they can fill up 100% of their seats 100% of the time, then they will have empty seats that could have been used to create the loyalty that frequent flyer schemes are designed for (including their own program);
• Part of the point of a global airline alliance is to broaden the network and reach of a single airline, and MPC members can earn points, travel with benefits, and redeem partner awards on those partner airlines;
• Cathay doesn't provide an indication that their partner airlines would respond in kind, and restrict award redemptions to Cathay frequent flyers, which would devalue MPC/AsiaMiles membership, which I'm sure is the opposite intended effect.

While this move would appease Cathay's loyal flyers on their own planes, there are many more places that Cathay does NOT fly to, and those flyers could very well lose access if airline partners like Alaska and American decide to restrict award availability to MPC/AsiaMiles redemptions.

And of course, this doesn't bode will for those partner airline flyers who have been saving up their points and miles to redeem on Cathay.

How do you feel about this change? Will you be positively/negatively affected?

(H/T: JonNYC/travelingbetter.com)

Breaking: Emergency Landing at LAX Closes Runway; No Injuries Reported, Some Flights May Be Affected

An aerial photo showing the SkyWest CRJ-200 after landing
at LAX without its left main landing gear. Image: KTLA

A SkyWest CRJ-200 (CR2), operated on behalf of United Express, made an emergency landing at Los Angeles International Airport (LAX) this morning after pilots reported issues with its landing gear.

The plane landed without its left main gear extended on Runway 24L, and emergency vehicles immediately surrounded the stricken aircraft, which ended up with its left wing on the runway.

The plane was operating as United Flight 5316 from Monterey, CA (MRY).  No injuries were reported, and the 43 people onboard were able to disembark and board buses to the terminal area.  CR2s typically have a crew of 2 pilots and one flight attendant.

The runway is currently closed, and LAX's official Twitter (@flyLAXairport) tweeted for passengers to check with their airline for up-to-date information about their flights.

Please contact your airline for flight status.

— LAX Airport (@flyLAXairport) May 11, 2015

Update 10:18am: The aircraft involved is N932SW (h/t: FortFun/Flyertalk)

Update 10:34am: According to ABC7 News, there were 40 passengers and 3 crew members on board = 43 total souls.

Update 2:52pm: According to the LAX Twitter feed, the aircraft is currently being towed off the runway, which will be inspected before reopening.

Update 4:10pm:  According to the LAX Twitter feed, Runway 24L is open and fully operational.  Little to no delays seen on the FAA's airport status page.

Update 5/12, 1:43pm:  CBS SF Bay Area reports that 4 flights were delayed, one diverted, and one canceled.  Also, 31 of the passengers still made it to their connecting flights.

This post will be updated with information throughout the day.

Free 1,000 Miles from American: AA trolls Delta in the Process

I'll admit it... I like it when big companies interact with each other through social media and promotions. I love it when they end up trolling one another, intentionally or not.

Bonus points for when both companies are Alaska Airlines (AS) partners.

Photo: VNAFlyer/ASFlyer

Gary Leff, author of the blog View from the Wing, shared his insight from a panel discussion at loyalty conference today regarding communication with members and engagement.  He spoke of  "Worldperks University" where frequent flyers of now-defunct Northwest Airlines (NW, which merged with Delta Airlines [DL]) could earn 100 miles by reading about an aspect of the program and answering a simple question about it.

Apparently a panelist from DL stated that they were not going to bring back Worldperks U.

And today, American Airlines (AA) just happened to introduce a new engagement campaign named "AAdvantage University" where AAdvantage members could earn up to 1,000 miles by going through 6 videos about the program and answering a simple multiple-choice question after each one.

Image: American Airlines/aa.com

There is also a drawing available for 2 first class tickets to anywhere in the world AA flies.

For those who are already familiar with the AAdvantage program, you will be able to answer all the questions easily. Even if you select the wrong answer, you'll still be given the full miles.  There's a progress counter showing how many miles you've earned towards your dream trip (kudos to AA for throwing in some Psych 101).

As I have Million Miler status with AA, I like to think that I'm pretty familiar with the program, so I just skipped to the end of the videos (which are powered by YouTube and you can just click on the progress bar to skip to the end) to get to the questions.  My one "wrong answer" was from when I fat-fingered my mousepad and accientally selected the wrong answer.

I went through AAdvantage U. in pretty short order. After inputting my "dream destination" and taking all 6 quizzes, I was asked for my name, email address, and AAdvantage number, and the confirmation page stated that 1,000 miles would post 6-8 weeks after the promotion ended.

Why should you go through this?

• It's a quick, easy, free 1,000 miles.  Do it right, and you could be done in less than 3 minutes.  Or, you just let the videos play while doing some other errands.
• If you have expiring miles, this is a good way to reset the clock (as long as your expiration date isn't in the next few months, since these miles won't post until at least that long).
• I personally like AAdvantage miles. While they've tightened up the rules a bit, AAdvantage is still one of the better (and easier) programs to redeem for award travel.

And remember to tell your family and friends that they can do it too!

Did you go through AAdvantage U. to get your 1,000 miles? Share your experience in the comments below!

(H/T: Gary Leff/View from the Wing)

Alaska Airlines to join Oneworld Alliance

An Alaska Airlines 737-800 in a special Oneworld livery.
Photo: Alaska Airlines

In a press conference today at Seattle-Tacoma International Airport, Alaska Airlines announced that it will be joining the Oneworld Alliance in mid-2016.

Oneworld extended an invitation to Alaska, based on a nomination from American Airlines, to start the process of joining the airline alliance.

"Today is a great day for the employees and customers of Alaska Air Group," said Alaska CEO Brad Tilden. "With our membership into Oneworld, we can enhance our great service and offerings, expand our ability to compete in the Northwest, and seamlessly connect our passengers to the rest of the world."

"On behalf of American and the rest of the Oneworld Alliance, I welcome Alaska Airlines with open arms." declared American CEO Doug Parker. "Alaska's network out of Pacific Northwest and State of Alaska will strengthen Oneworld's presence in North America."

Representatives from all the member airlines were on hand for the press conference, which included a special flyover of an Alaska Airlines Boeing 737-800 painted in a combination of a special Oneworld livery and Alaska's updated livery scheme.

Alaska already has partnership agreements in place with current Oneworld members American, British Airways, Cathay Pacific Airways, LAN, and Qantas.

However, because of the entry into Oneworld, Alaska will have to end its partnerships with airlines from the competing Skyteam alliance, including Delta Air Lines, AeroMexico, Air France, KLM, and Korean Air.

The target date for completing the process of joining is May 30, 2016. Before then, Alaska will have to coordinate with new alliance partners on integrating reservation and frequent flyer systems, among others.

Regional subsidiary Horizon Air will also be joining Oneworld as an affiliate member.

Alaska Air Group serves 104 destinations with 880 daily departures in the United States, Mexico and Canada.  Forty-three of these destinations are not yet served by any Oneworld airline.

Together with Alaska, Oneworld will have 16 member airlines and serve 1,053 destinations in 155 countries with 15,176 daily departures.

Alaska Airlines' Updated Livery

N549AS at Orange County Airport. Photo: VNAFlyer

Today I got lucky and took a flight on N549AS, an Alaska Airlines (AS) Boeing 737-800 (B738) that's the first to carry the updated livery. It operated as Flight 521 from Orange County (SNA) to Seattle-Tacoma (SEA), and afterward flew to Burbank (BUR).

It's not a complete rebranding by any means, more like an evolution of the current recognizable brand. The elements to note:

• Updated "Alaska" wordmark
• The dark blue is now a lighter navy blue
• The teal is replaced by a deep green
• The Eskimo logo on the tail (sorry, "Chester" on the vertical stabilizer) loses the teal/green outline
• The winglets (scimitars in this case) receive a swooping design, featuring the green more prominently

This is part of AS's overall rebranding strategy that's slowly being phased in.

Tail and scimitar wingtip in new livery. Photo: VNAFlyer

Inboard of scimitar wingtip in new
livery. Photo: VNAFlyer

Another Alaska 738 in the current livery. Photo: VNAFlyer

Like the new livery? Hate it? No opinion? Share your thoughts below in the comments!

Why I Love Alaska Airlines, and Why You Should Too

Author's Note: While I started VNAFlyer to blog about the airline industry in Southeast Asia, being based in the US and flying Alaska Airlines so much lead me to start ASFlyer as a companion blog for trip reports, information, and entries specific to Alaska.  If I wanted to be poetic, I could even say that my experience with Alaska "inspired" me to start this blog. 

This is the first post for ASFlyer, a more in-depth write-up that began with my post on VNAFlyer, "Why Alaska Airlines is My New Favorite Carrier."

Source: VNAFlyer

So this feels right... this blog makes more sense than a Southeast Asia airline blog writing about an airline in the Pacific Northwest, yes?

Seriously though, I fly a lot up-and-down the West Coast, and as an American Airlines (AA) elite, I end up flying Alaska Airlines (AS) since AA doesn't fly many of its own routes along the West Coast and heavily codeshares and partners with AS to fill that gap.

Fortunately for me, AS recognizes my AA Platinum (PLT) status by granting me some elite privileges, such as priority check in, security entry, boarding, and seating.  I also earn AA miles for flying on AS, both redeemable and elite qualifying.

And that's how it went for the last couple of years. I actually felt bad about how often I was flying AS but crediting all my flights to AA.  I had to glance away when AS employees started recognizing me and thanking me for being such a loyal flyer!

Source: VNAFlyer

Now I'm crediting my flights to AS's Mileage Plan (MP) program, because a) I've reached 2 million miles to earn lifetime PLT status with AA so I don't have to credit flights to AA anymore, and b) AS matched me to MVP Gold (MVPG) status, which is their equivalent to AA PLT.

As I said in my other post, I've been very happy flying AS. Don't get me wrong, I quite enjoy flying AA and the benefits as an elite there. However, AS has definitely won me over with its customer-friendly service and policies for everyone, as well as generous benefits for elites. The AA+AS partnership is a fantastic one-two knockout punch.

While it seems that AS flies under the radar for many, are definitely things that set AS apart from other carriers that may be flashier, trendier, or sometimes more bombastic.  All these things, to me, add up to an awesome carrier that everyone should consider.

Below are my highlights that, in my humble opinion, should make you at least consider booking your next flight on Alaska.

Worry-Free Booking and Pricing Policies

Alaska's ticketing, refund, and change policies, compared to other airlines, are pretty consumer friendly, especially in going beyond what's already mandated by the government.

Free 24-hour Cancellation

AS allows a free cancellation or change within 24 hours of ticket purchase, no penalty, for flights booked directly with AS. This meets the US Department of Transportation's mandate for airlines to provide either a free 24-hour cancellation or free 24-hour hold.  There are some exceptions that apply to all airlines.

No-Penalty 60-Day Change/Cancellation

A unique policy among airlines: If you are more than 60 days from your first departure, there are no penalties for cancelling or changing your flight. If you're changing your flight, you can use the entire value of your ticket towards the purchase of another. If you are canceling, AS will issue you a credit for the full amount to use on another AS ticket.

Flat $125 Fee for Changes/Cancellations

If you are less than 60 days away from your first departure, then a modest $125 change or cancellation fee applies for all non-refundable tickets; MVPGs or higher elites are exempted from the fee.

I've seen these fees go as high as $350 on other airlines.

Price Guarantee

This is another area where AS shines; it has a two-prong approach to guarantee the lowest prices.

• If you find a lower fare on another booking site within 24 hours of purchase, you can file a claim and AS will refund you the difference.
• After 24 hours, if at any time the price drops on alaskaair.com, you can file a claim and AS will issue a travel credit for you to use on your next flight. For anyone planning on flying AS again (and why wouldn't you?), this is as good as cash. 
  
  
  On many other airlines, they'll issue you a credit for the difference after applying the change fee, so the savings would have to be a significant amount to offset the fee.

Speaking of Guarantees: Get Your Bags in 20 Minutes or Less

When was the last time you received even a "sorry" for the time it takes to get your bags? AS guarantees that your bags will come out within 20 minutes of the aircraft door opening. If that doesn't happen, then you get a certificate for either $25 off your next flight, or 2,500 MP miles. 

In my own experience, the vast majority of flights end up with my bags coming out in under 10 minutes, which I'm not going to complain about. The few times it's taken me more than 20 minutes, AS put its money where its mouth was and the baggage agents readily coughed up the certificate.

This policy is so great that I overlook the fact that AS doesn't use priority luggage tags like AA and others. 

Embracing Technology

Alaska does a remarkable job in keeping up to date with the latest trends in travel technology. We're beyond being able to check in online and print boarding passes at home...

A Mobile App That Actually Works

Mobile technology is the bane of many airlines' existence, but AS managed to introduce an attractive user-friendly mobile app that does performs basic functions well and has some unique bells and whistles.

• Basic functions in-app
• booking flights
• checking in
• seat selection and changes
• mobile boarding pass
• Fancy extras
• standby and upgrade waitlists, updated in real-time
• food menu specific to your flight
• notifications of earlier available flights, when you arrive at the airport
• post-flight link to give AS feedback about your flight
• mobile boarding passes of some partner airlines

Self-Tagging Checked Baggage 

Source: VNAFlyer

AS knows that checking in can be one of the more frustrating and time-consuming experiences in flying, especially if you're in a rush to catch your flight. To help streamline the process, it introduced Self-Tag Express in many cities, where you can just go to a kiosk at the airport to check-in, print your boarding passes, and print your own baggage tags to put on your bags to drop off, which bypasses having to stand in line to have an agent do it for you.

This is all good and well, but AS takes it one step further... you can print your bag tags at home! They print out with your boarding passes, then you fold the sheet in half twice and put it into a special sleeve that you can get from AS for free, either at an eligible airport or by mail.

It's worth noting that while it would be great to drop the bag off and run, the Transportation Security Administration (TSA) initially didn't like the idea of self-tagging at all, and has allowed AS to offer self-tagging on the condition that someone still checks your identity.  Still, it does save some time, so have those IDs ready!

Some may say that this is just a way to reduce the amount of labor needed. To that, I point out that I always seem to have plenty of time on my hands the day before departure, but I'm always in a rush on the day of.  I gladly welcome the ability to shirt any tasks to the day before.

Making Your Flight Not Just Comfortable, but Enjoyable

For most passengers who fly in the main cabin, onboard comfort has a limit. Thanks to the reality and economics of the airline industry, there's really only a finite amount of legroom, recline, and width, and a limitation on food and beverages.

That said, Alaska takes the hand it's dealt and tries to make the best of it. The result is a product and service that easily rivals the offerings of other domestic carriers.

In-Flight Entertainment

In this day and age, offering in-flight Internet access is pretty standard in the US, and Alaska offers Gogo In-Flight Wi-Fi. The "arms race" for carriers is how to entertain you, passenger. To this end, AS has introduced their "Alaska Beyond" experience, a comprehensive program to improve the passenger experience overall.

Source: Alaska Airlines blog

While many carriers are installing seatback screens, AS has chosen to use the Wi-Fi already on board to stream entertainment, to your own laptop, phone, or tablet. You can also rent a tablet for $10 per flight (free for first class or top tier elites).

For the technology and engineering nerds, this has the added benefit of lowering the weight of the aircraft by not having to carry all that extra hardware and wiring, thereby saving fuel and lowering prices for everyone (you may have noticed those fancy wingtips AS has installed on their planes to improve aerodynamic efficiency as well).

While the intention is to offer pay-per-use content, AS has been offering free access for the last couple of months (slated to end March 31, but we'll see if the free access continues). And we're not talking about a limited selection of last year's movies, but first-run feature films, acclaimed TV shows, and top-chart music, as well as a deep catalog of classics and popular content.

Knowing that passengers will use their devices, AS is also undergoing a significant refurbishment of their aircraft interiors so that on almost all flights, every passenger will have a universal AC outlet and USB charger to keep their devices powered.

While most carriers will be hit-or-miss on whether you get the latest features onboard, you are almost assured that your AS flight will have wi-fi and power (just avoid the 737-400s (B734s) and -700s (B73Gs), which are not slated to be refurbished).

Airplane Food for the Soul

Let's face it: The airlines really can't afford to give anyone free meals anymore. Now that we've accepted the fact that main cabin flyers will have to pay for food, Alaska shames the competition on quality and value.

Source: VNAFlyer

Among the favorites of frequent AS flyers is the cheese & fruit platter. For just $7.50, you get:

• 2 slices of Beecher's Flagship cheese
• 2 slices of Tillamook's sharp cheddar
• A small wedge of young brie from Tillamook
• A package of olive oil and sea salt crackers
• A few apple wedges (from Washington State, no doubt)
• A few sprigs of grapes
• A chocolate truffle from Seattle Chocolates

I've spent more on other airlines for things described as snack boxes but were really just salt licks and pressed sawdust. Other popular items are the cheeseburger & chips and a bowl of jambalaya, both just $7.00.  I would rate these items better than many meals in first class, and thankfully AS recently updated their policy to allow a passenger in first to opt for a main cabin item in lieu of their meal.

For adult beverages, they just serve just mass-produced beer, but also offer craft beer such as Alaskan Amber and Kona Longboard. AS's regional service by Horizon and Skywest does one better: they serve complimentary beer, typically from Pyramid or Alaskan. As for wines, they come from Walla Walla.

If you couldn't tell Alaska prides itself on items and ingredients sourced locally, as well as adopting sustainable policies. AS even makes sure the containers are recyclable or compostable.  Just watch the flight attendants when they collect the trash, and how they separate out the recycleables.

Elites Are Actually Treated Like VIPs

There's a shift at some of the largest airlines (looking at you, Delta [DL] and United [UA]) towards "high-value flyers" who fly mostly paid-for first and business class, at the expense of those who fly a lot of miles in coach and would traditionally also be considered elites.  UA's chief financial officer even went as far as opining that elites were "over-entitled." 

Not so at Alaska, where as a mid-level MVPG elite I feel very well taken care of.  I'm not the only who feels this way; JD Power and Associates also gave MP their thumbs up, grading MP #1 for customer satisfaction in their Airline Loyalty/Rewards Programs ranking. 

So what does this MVPG get?

• Free space-available upgrades for myself and a companion
• Free same-day flight changes for everyone on my itinerary
• Free checked bags for everyone on my itinerary
• Free drink if I'm in the main cabin
• 100% bonus miles on all flights
• Priority everything (check-in, security screening, boarding, seating, standby, upgrade waitlisting, etc.)
• No change or cancellation fees
• No telephone booking fees
• And more.

I can only imagine what it's like to be a top-tier MVP Gold 75K elite:

• 50K bonus miles for qualifying
• 125% bonus miles on all flights
• Top priority everything
• Free tablet to use inflight
• Nominate any person for MVP (lowest tier) status
• 4 airport lounge passes

Even the status tiers themselves are more easily attainable compared to other airlines, which normally require 25K/50K/100K miles or points for their elite tiers. AS requires 20K/40K/75K if all the flights are on AS, or 25K/50K/90K for a mix of AS and partner flights.

Miles That are Worth Something

Alaska's partner airlines.

Airlines are universally given grief about the ability to claim award flights, but DL for several years running has been the posterchild for excessive devaluation of their miles currency in all aspects. DL's SkyMiles program is often derisively called "SkyPesos" for their low earn rates for most flyers and difficulty in finding award inventory. 

While Alaska's own presence is limited to North America, its extensive worldwide network of partners (including 5 Oneworld airlines, 5 Skyteam airlines, and Emirates) gives MP miles a global reach.

Why I like the MP program for awards:

• One-way awards are available for half the miles
• 1 stopover is allowed in each direction
• No fuel surcharges on most award redemptions (naturally, British Airways tacks on hefty charges like they always do)
• Miles can be redeemed for a discount, and these fares earn full miles (pure miles awards do not earn miles)
• Ability to book most partner awards online

That Small Airline Attitude and Gusto

For me, it's the intangibles that really put any service provider over the top, and Alaska's corporate culture and employee morale are the best I've seen for a while. Of course there will always be hiccups here and there at any company, but AS employees are almost universally friendly, engaging, and helpful.  Of the very few times I've experienced a shortcoming, AS and its employees have been great about service recovery, and I have never gotten the "blown off" feeling.

Employees Are Empowered to Make Things Right

It's been reported that AS actually gives all their employees to make service recovery gestures, such as giving miles or discount codes as a mea culpa. This is a much more refreshing than having an employee who doesn't have any authority and instead has to "pass the buck" to a supervisor or other specialist, whose training includes various ways on how to say "no."  If any AS employee sees something go wrong with a customer, they can act, just as simple as that.

Alaska Listens

AS has a dedicated website, AlaskaListens.com, for feedback about individual flight experiences, both positive and negative.  The survey can pull your info directly with your confirmation number, so it knows which airports and flights you have feedback on.  It even allows you to direct comments to certain departments or individual employees.

Smartly, they made access to the survey available free of charge in-flight, so that you can communicate with AS without delay.  I've always had quick responses to my survey submissions.

For Twitter users, AS's official account is pretty responsive when it comes to questions and concerns, so feel free to tweet @AlaskaAir.

So What Isn't So Great, or Can Be Improved?

Like any other company, especially with airlines, nothing is perfect.  Alaska has a great operation and robust network in the Western US, but it's not for everyone.

• Limited presence in the East. Save for a few oddball routes (e.g., Los Angeles [LAX] to Washington-National [DCA], San Diego [SAN] to Boston [BOS]), nearly every city served in the East Coast and Midwest are direct flights to either Seattle (SEA) or Portland (PDX), AS's major hubs.  Thus, AS suffers from a name-recognition problem, and many either have never heard of AS, or just think it flies to the State of Alaska.
  
  The reality is that most passengers flying east to west aren't flying to the Pacific Northwest, they're probably going to California and not connecting in Seattle to do it.
• Lack of an extra-legroom section for the main cabin.  All of AS's B737s have extra legroom in the first row of the main cabin and the emergency exit rows, but the rest of the seats including those reserved for elites have a standard layout.  Book or check in too late, and you could miss out on these few precious seats.
  
  For comparison, AA has a Main Cabin Extra section with 3-4" more inches of legroom in the first several rows of coach, plus the exit rows.  These seats are reserved for elites, or are available to non-elites for a fee.  The extra room makes for a much more comfortable flight, and makes the prospect of missing the upgrade less dreadful.  All AS would have to do is take out one row of coach to create a similar space.
  

• 

  First class meal on Alaska: Braised
  Short Rib with mashed potatoes and
  green beans. No cod or polenta!
  Source: VNAFlyer

  Inconsistent meals in first class.  While main cabin food is great, the meals served in first class can sometimes leave much to be desired.  Frequent AS flyers dread the appearance of cod or polenta, and will often opt for a meal from coach instead (a free substitution, as mentioned above). 

All in all, nothing is too big of a deal, and I'm happy that I have a short list here!  As a disclaimer, I have no affiliation to AS other than as a passenger, so while this may sound like an "op-ad" it really isn't.

In my objective opinion, Alaska as a well-run airline. In my non-objective opinion, I really enjoy flying them and hope they never change. *knock on wood*

What's your experience been like on Alaska? Do you have an upcoming trip on AS? Let me know in the comments below!