Breaking up with old flames is part of getting married, and that’s what Alaska Airlines and Delta Air Lines are doing in the wake of Alaska Air’s acquisition of Virgin America.
Effective May 1, Alaska and Delta will sever their frequent-flier and codeshare partnerships. After April 30, customers who belong to Delta SkyMiles won’t be able to redeem their miles in Alaska’s Mileage Plan, and vice versa.
Seattle-based Alaska said it’s making some enhancements in its mileage program, including lowering the bar for award travel and bumping up earnings for flights in business or first class. Also, starting today, Alaska Mileage Plan members can earn and redeem miles on Virgin America flights, and vice versa.
Part of the motivation for the Delta breakup has to do with the Alaska-Virgin America combination, but only part. This split has been in the works for quite some time.
“This should come as no surprise, as our relationship has become increasingly competitive over the last few years,” Charles Breer, Alaska Airlines’ managing director of alliances, said in an online statement on the changes.
Delta has been beefing up its own Seattle hub, and some of its routes now compete directly with Alaska. The airline recently opened a members-only Sky Club at Seattle-Tacoma International Airport that one reviewer said “raises the bar for airline lounges.”
“We view Seattle and the Pacific Northwest as one of the most important markets in the country, with strong economic growth, cultural diversity and some of the world’s most innovative brands and minds,” Mike Medeiros, Delta vice president for Seattle, said in a statement. “As a result, we have invested heavily in our product, services, facilities and the community.”
Is this the beginning of a new battle for the affections of Seattle air travelers? Stay tuned for the next episode in what could be a Sea-Tac soap opera.
