Alaska Airlines acquired Virgin America in 2016 and did away with the Virgin brand. Virgin had a nicer first class product, so it was sad to see planes reconfigured. Alaska committed to its Boeing fleet, in contrast to Virgin’s Airbus narrowbodies.
What did Alaska get out of the deal? Slots and gates at congested airports, many of which Alaska has walked away from or underutilized. And they overpaid in a $2.6 billion deal for the privilege, having outbid JetBlue.