I really don't care that the Virgin America brand is going to go by way of the McDLT, and neither should you. Let me be clear...I care about what Sir Richard Branson is doing (as he started the airline in 2004) and the fate of Virgin America employees, but the brand...nope, I don't care.
Alaska Airlines purchased Virgin America in 2016 for 2.6 Billion and earlier this week announced that it would retire the brand and fold the planes, schedules, routes and people into the Alaska brand. With this purchase, Alaska is now the fifth largest carrier in the United States. Folks, at the end of the day, this is America, the land of the free. I say let the market decide. Anguish and sadness about the merger? Yes. Protests in the streets? Not so much. Why you ask? Because cool lighting, hip uniforms and in-seat food ordering just don't matter as much to passengers as the industry would like to think. PRICE...usually wins the war. On time arrivals and departures and not crashing is usually at the top of the list when it comes to commercial aviation. VALUE for dollars spent ranks right up there too, with those of us searching for a convenient and affordable way to get from point A to point B without having to walk there.
So, the sky is the limit! If you are so distraught, then I say start your own airline and see how easy it is. Even the great (and I do mean GREAT) couldn't stop the churning business of selling seats on plans that GO where people want to go.
Am I too harsh here? No disrespect to all parties involved; I care more about the general flying public than I do the color of the livery. Thank you Alaska Airlines for making a potentially all-upside decision for the majority of consumers.
I am on a mission to get you traveling more often. This blog is a reflection of my mission. I travel (on average) 30 weeks per year hosting and producing a television series for PBS. In addition, I host a weekly radio show and produce original travel videos for online distribution. I am very fortunate for these opportunities and it is my hope you will join me on my travels!