Overview of Alaska Airlines

Alaska Airlines was founded in Anchorage, Alaska in 1932. It then expanded to 22 aircraft operating within the state by 1934. In the late 1970s, the airline began to expand to the lower Western states and by 1987 it had acquired Horizon Air and Jet America. These acquisitions bolstered Alaska Airline’s North/South route structure and complemented the seasonal passenger travel to Alaska. (Sterling,2008)

Today, Alaska Air Group, Inc. (Alaska Air) is the holding company for Alaska Airlines, Inc. and Horizon Air Industries Inc. Currently, Alaska Air offers air travel for more than 23 million people to over 90 destinations. (Sterling,2008) As well as providing passenger air travel, Alaska Air also provides freight and mail services not only state of Alaska, but to a large portion of the West Coast. Alaska Air operates an all-jet fleet with an average passenger trip length 1,232 miles. While Horizon, their regional airline, operates turboprop and jet aircraft, with average passenger trip length of 359 miles. The two carriers operate in an integrated fashion allowing for a broader range of service. (Sterling,2008)

Alaska Air is based out of Seattle, Washington and services the west coast of the United States, including: Alaska, Hawaii, Mexico and Canada. In 2010, Alaska Air carried over 16.5 million passengers in its mainland operations, as it carries more passengers between Alaska and the United States mainland than any other airline. Its non-stop routes include Seattle-Anchorage, Seattle-Los Angeles, and Seattle-Las Vegas. Currently Alaska’s operating fleet consists of 114 aircraft. (Sterling,2008)

Market

Alaska Air has the dominant market share serving Alaska. Unlike the rest of the US economy, Alaska has been seeing steadily incr...

... middle of paper ...

...usiness world and now the business man has evolved into the business person. Airline companies are adjusting to this growing trend in the business world and are putting more marketing emphasis on the business woman. The airline companies are starting to cater more towards women within their business class. (AAAP, 2012) This has helped Alaska Air to tap into this “new” market.

Conclusion

The airline industry as a whole has a long list of services required for overall economic market success. Alaska Air has endeavored to lead the way in both service and maintenance. They unwillingness to settle on the lowest acceptable form of service has allowed them to build a loyal customer base. By adapting to a unique market and learning to balance cargo and air passenger travel, they have learned not only to survive, but thrive in what is considered a “limited” operating area.