Alaska’s acquisition of Virgin America catapults the West Coast into a hot contest. Alaska and Southwest are bulking up on routes. Alaska has said that the economics of the deal will work out because of the strength of their credit card deal with Bank of America. Southwest wants California cardmembers as well.
And they’re doing something interesting about it. Southwest is emailing a targeted offer to at least some California-registered Rapid Rewards members with a Companion Pass as part of the signup bonus.