Alaska Airlines has confirmed it will retire the Virgin America name, likely in 2019.

However, the combined airline will seek to adopt some Virgin America elements, including enhanced in-flight entertainment, mood lighting, and music.

The goal is to create a warm and welcoming “West Coast-inspired vibe”, Alaska said in a statement.

“Our goal from the very beginning of this merger was to become the go-to airline for people on the West Coast, with low fares, convenient flights, a premium product and genuine, caring service,” said Brad Tilden, chief executive, Alaska Air Group.

“Three months in, we’ve dramatically grown our presence in California and are united behind a new purpose: Creating an airline people love.”
Alaska has been actively growing the airlines’ newly combined networks since closing the merger in December.

Earlier this month, the airline announced 21 new markets with 25 new daily departures out of San Francisco, San Diego, Los Angeles and San Jose, California – marking the largest addition of routes in the company’s history.

“We spent the last ten months conducting extensive research and listening carefully to what fliers on the West Coast want most,” said Sangita Woerner, Alaska Airlines vice president of marketing.

“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.”

In addition to low fares, network growth and award-winning service, Alaska will spend the next few years making major enhancements to its already award-winning guest experience and incorporating favourite elements of the Virgin America experience.