Alaska Airlines is arguably running both the best airline operation (based on mainline on-time statistics for a non-Hawaiian U.S. carrier) and the most profitable one (based on operating margin). That’s in spite of their intense ‘Battle for Seattle’ with frenemy Delta, the partner that’s been building up a hub in their home town. Alaska has been growing significantly, and rewarding their Mileage Plan members.
At a time when everyone else is cutting back marketing spend through less generous frequent flyer plans, Alaska Airlines has been doubling down with a generous rewards program.
It wasn’t always going to be that way.