Alaska Airlines: A Growing Force Beyond the Last Frontier

While named after the state of Alaska, Alaska Airlines is headquartered in Seattle, Washington, and stands as the largest carrier serving the Pacific Northwest. Beyond its Seattle-Tacoma International Airport hub, the airline maintains a strong presence in Alaska through Anchorage’s Ted Stevens International Airport, and benefits from a supporting hub in Portland International Airport. Further expanding its reach, Alaska Airlines also operates hubs in San Diego, San Francisco, and Los Angeles.

A West Coast Strategy with a National Vision

Traditionally West Coast-focused, Alaska Airlines’ network strategy has been significantly strengthened by its recent acquisition of Hawaiian Airlines. However, the airline has been making waves with a surprising expansion into new markets. For the 2025 winter season, Alaska Airlines launched a seasonal flight from St. Louis Lambert International Airport to Puerto Vallarta, Mexico – a route decidedly not on the US West Coast. This marked a shift in strategy, signaling a broader national ambition.

New Routes and Seasonal Opportunities

January 2025 saw Alaska Airlines introduce 10 new seasonal routes. Many were logical extensions of its existing network, such as New Orleans to Portland and Orlando to Boise. The airline also added several routes from Sacramento, California. However, the additions of Kansas City to Cancun, and routes to Puerto Vallarta from Kansas City, New York JFK, St. Louis, and Sacramento, raised eyebrows.

While the Kansas City to Puerto Vallarta route was discontinued for the 2026 winter season, Alaska Airlines has reinstated the New York JFK and St. Louis to Puerto Vallarta routes, alongside the Kansas City to Cancun service. Cancun, a major Mexican tourist destination, remains highly popular with American travelers, while Puerto Vallarta offers a more unique experience.

Strategic Partnerships and Low-Risk Expansion

These seemingly unconventional routes are primarily operated on Saturdays using the Boeing 737 MAX 9, Alaska Airlines’ largest aircraft. The limited frequency minimizes risk. This approach is less common for full-service carriers, who typically prefer more frequent service on new routes.

The driving force behind this expansion is the seasonality of airline demand. Demand in the Pacific Northwest and Alaska dips during the winter months, creating capacity challenges. To address this, Alaska Airlines is strategically utilizing its aircraft by launching winter seasonal routes to destinations with higher demand during that period. Latin America, in particular, experiences increased travel demand from the US during the winter.

Furthermore, as a smaller airline compared to American, Delta, or United, Alaska Airlines faces lower demand to Latin America from its core hubs. This leads to operating routes to vacation destinations from non-hub cities like St. Louis, Las Vegas, Sacramento, Kansas City, San Jose, and New York JFK.

The Apple Vacations Connection

In the case of the St. Louis flight, Alaska Airlines has partnered with Apple Vacations. The travel company secures a significant block of seats on each flight, guaranteeing profitability. Alaska Airlines then sells the remaining seats, adding to its revenue. A similar arrangement exists for the Kansas City to Cancun route. This partnership provides a guaranteed revenue stream during the slower winter season.

Competition and Market Dynamics in St. Louis

While Alaska Airlines’ presence in St. Louis remains limited beyond these seasonal routes and connections to Seattle and Portland, the airport is experiencing growth. Southwest Airlines dominates the St. Louis market with a comprehensive domestic network and connections to Latin America, directly competing with Alaska Airlines on the Puerto Vallarta route. American Airlines also connects St. Louis to Cancun and Boston, while Frontier Airlines serves six domestic destinations and Cancun/Punta Cana.

Market Share in St. Louis (Department of Transport):

• Southwest Airlines: 65%
• American Airlines: 9%
• Delta Air Lines: 8%
• United Airlines: 4%
• Republic Airlines: 2%

St. Louis also benefits from year-round Lufthansa service from Frankfurt and upcoming British Airways service to London.

The New York JFK Route: A Different Challenge

The route from New York JFK to Puerto Vallarta presents a different challenge. While competition is limited (only United Airlines flies the route from Newark), Alaska Airlines has lower brand recognition on the East Coast. However, its close relationship with oneworld partner American Airlines provides a valuable advantage. American Airlines’ AAdvantage loyalty program members can be directed to book Alaska Airlines flights to Puerto Vallarta, boosting demand.

Fleet and Passenger Experience

Alaska Airlines has recently placed a significant order for Boeing 737-10s and 787-10s, signaling continued investment in its fleet. The airline primarily relies on the Boeing 737 for short-haul flights, with a fleet consisting largely of 737-900ERs and 737 MAX 9s. These aircraft feature 16 first class seats and 162 economy seats, including 30 extra-legroom options. Alaska Airlines’ first class seats offer the most legroom of any US airline, with a pitch ranging from 40 to 41 inches.

While Alaska Airlines doesn’t offer seatback entertainment, passengers have access to personal device streaming and Wi-Fi (with a transition to Starlink underway). The airline is renowned for its attentive onboard service and quality meal options, making it a top choice for short-haul travel.

Aircraft Comparison (First & Economy Seats):

Visit Alaska Airlines official website to learn more and book your next flight.