The name may be going away, but the mood lighting is here to stay.
On Wednesday, three months after finishing a $2.6 billion acquisition of Virgin America, Alaska Airlines announced that the Virgin America brand will be dropped by 2019, MarketWatch reports. "While the Virgin America name is beloved to many, we concluded that to be successful on the West Coast, we had to do so under one name — for consistency and efficiency, and to allow us to continue to deliver low fares," Sangita Woerne, vice president of marketing for Alaska Airlines, said in a statement. The airline, which previously had said it would consider keeping both brands alive, also said it won't get rid of many of Virgin America's signature amenities, including enhanced in-flight entertainment and cabin lighting that changes color.
Subscribe to The Week
Escape your echo chamber. Get the facts behind the news, plus analysis from multiple perspectives.
Sign up for The Week's Free Newsletters
From our morning news briefing to a weekly Good News Newsletter, get the best of The Week delivered directly to your inbox.
From our morning news briefing to a weekly Good News Newsletter, get the best of The Week delivered directly to your inbox.
-
US charges Indian tycoon with bribery, fraudSpeed Read Indian billionaire Gautam Adani has been indicted by US prosecutors for his role in a $265 million scheme to secure solar energy deals
-
Boeing machinists approve contract, end strikeSpeed Read The company's largest union approved the new contract offer, ending a seven-week strike
-
US economy still strong in final preelection reportSpeed Read It grew at a solid 2.8% annual rate from July through September
-
Boeing machinists reject deal, continue strikeSpeed Read The rejection came the same day Boeing reported a $6.2 billion quarterly loss
-
Ports reopen after dockworkers halt strikeSpeed Read The 36 ports that closed this week, from Maine to Texas, will start reopening today
-
Empty-nest boomers aren't selling their big homesSpeed Read Most Americans 60 and older do not intend to move, according to a recent survey
-
Brazil accuses Musk of 'disinformation campaign'Speed Read A Brazilian Supreme Court judge has opened an inquiry into Elon Musk and X
-
Disney board fends off Peltz infiltration bidSpeed Read Disney CEO Bob Iger has defeated activist investor Nelson Peltz in a contentious proxy battle
