It’s quite a transformative time for Alaska Air Group, as the company acquired Hawaiian Airlines, and is turning Seattle-Tacoma into a global hub, with plans to launch a dozen long haul routes by 2030.
We’ve recently seen the airline add flights to Tokyo Narita (NRT), and then flights to Seoul Incheon (ICN) are coming as of September 2025. We’ve known that the third long haul destination out of Seattle will be to Europe, and we now have the details… it’s exactly what many of us were expecting.
In this post:
Alaska adding Seattle to Rome flights as of May 2026
As of May 2026, Alaska Airlines will launch 4x weekly flights between Seattle (SEA) and Rome (FCO). The 5,688-mile flight will operate with the following schedule:
Seattle to Rome departing 6:00PM arriving 1:45PM (+1 day)
Rome to Seattle departing 3:45PM arriving 6:00PM
The flight will operate eastbound on Mondays, Wednesdays, Fridays, and Sundays, with a block time of 10hr45min, and westbound on Mondays, Tuesdays, Thursdays, and Saturdays, with a block time of 11hr15min. 
The flight is expected to go on sale as of the fall of 2025. As of now we don’t have an exact date for when the flight will go on sale, and when it will actually launch. We also don’t know if the route will be seasonal or year-round. Travelers can get on the “early access” list for the route here, and of course I’ll also cover when the flight actually goes on sale.
Alaska will operate the flight with a Boeing 787-9, featuring 34 business class seats and 266 economy class seats. This is exciting, as this is the first Alaska Air Group long haul route out of Seattle that will be operated by the Dreamliner, rather than the Airbus A330.
So, why is Rome Alaska’s first European destination out of Seattle? It’s a pretty logical choice:
- Rome is the most popular European destination currently not served nonstop from Seattle
- This routing also provides a convenient one-stop option from all kinds of points along the West Coast to Italy, since there’s not that much nonstop service
- There are no slot restrictions in Rome, so this is easier than trying to fly to an airport like London Heathrow (LHR), for example
Here’s how Alaska CEO Ben Minicucci describes the new route:
“Serving Rome nonstop from Seattle is a dream come true. As an Italian American whose parents emigrated from Italy, this is a particularly meaningful addition to our network. Rome has been at the top of the list ever since we announced our new global gateway out of Seattle. Our guests have been asking for an easy way to get to Italy for years, and we’re thrilled to provide it to people in the Northwest and beyond. Andiamo – let’s go!”
Now, I think it’s highly likely that Delta is also about to magically announce a Seattle to Rome route. The big question is whether the announcement comes today, or just within the next week. 😉
This marks a new chapter for Alaska long haul flying
It’s of course cool to see Alaska Airlines launch its first route to Europe. However, in the context of Alaska’s long haul flying, what’s most exciting is that this will be Alaska’s first long haul route to be operated by a Boeing 787, and under its own branding.
Currently, the long haul routes out of Seattle are being flown by Hawaiian Airlines Airbus A330s, so it’s a bit of an odd experience, both in terms of branding and in terms of passenger experience. These planes have business class seats in a 2-2-2 configuration, and on top of that, the soft product is equivalent to what you’d ordinarily get on Hawaiian.
In that sense, this new route will be a turning point for the airline. Alaska and Hawaiian are expected to get on a single operating certificate later this year. As a result, this will be the first long haul Alaska route that will be Alaska marketed. That means the route will have an Alaska flight number.
Alaska is also expected to launch a new long haul experience on this route, more reflecting Alaska than Hawaiian. Hawaiian’s 787s are gorgeous, so I’m curious how this all works out. It’s going to be interesting to see an Alaska-branded Dreamliner. I wonder if we’ll also see some of the Hawaiian touches on the Dreamliner eliminated, given the new missions these planes will operate.
Bottom line
As of May 2026, Alaska Airlines will launch a new route between Seattle and Rome with a Boeing 787. This will be Alaska Air Group’s third long haul route out of Seattle, and the first flight to Europe, and the first flight to be Alaska marketed.
It’s going to be so strange to see a 787 in an Alaska livery, and I look forward to seeing the updated soft product on these flights. As Alaska grows its long haul network, it’s important that the airline actually has a competitive inflight experience, so an upgrade from the A330 to the 787 is needed (or a retrofit project for the A330s).
What do you make of Alaska’s new Seattle to Rome route?
I think it is quite good news for the BC passengers who do not mind transiting via SEA on the way to FCO, if the pricing is right, that is. Alaska has plenty of short transborder flights to YVR and other smaller BC airports. It means just one change, and off you go all the way to Italy.
I'm italian and i live in Seattle.
Finally. I can't wait.
Great Alaska Airlines..!!!
I’m much more cynical, it feels like it’s going to be another WestJet YYC “Global Gateway”. As much as I don’t want to sound like a delta Shrill, like you know who, I’m positive they will step up for the international competition and not give up on Seattle to an airline as little brand recognition outside the US as Alaska air
I hope AS did more analysis than "lets have a flight to the CEO's native country". Its not obvious to me how Rome is a great choice for attracting passengers (1) traveling on business, (2) transferring to OW partners for other destinations, or (3) transferring to low cost airlines for other destination. So its relying on just leisure travelers to Rome. Madrid, Helsinki, and Dublin, and even Amsterdam, Milan, and London Gatwick would all make more scene.
What a waste of resources. Outside of a Seattle origin, no-one will do a transfer to this route via SEA because SFO/LAX already have dedicated nonstops, and for other origins it's a detour.
And besides, Milano is the financial center of Italy, so Roma is just the low-yield tourism segment.
Sorry, Marco, but I think you are incorrect about "no one will do transfer to this route via SEA" and "for other origins is a detour.". If you live anywhere in Oregon, a short hop to SEA is not out of the way to connect to Europe but SFO or LAX, both being south and great circle routes being north, are entirely in the wrong direction. If you live in California and not near LAX...
Sorry, Marco, but I think you are incorrect about "no one will do transfer to this route via SEA" and "for other origins is a detour.". If you live anywhere in Oregon, a short hop to SEA is not out of the way to connect to Europe but SFO or LAX, both being south and great circle routes being north, are entirely in the wrong direction. If you live in California and not near LAX or SFO, the idea of driving to either airport is unappealing. If you live in places like Fresno or the Coachella Valley, why drive to LAX? Frankly, I think the bigger issue is lack of easy onward connectivity at FCO (for a OneWorld carrier like AS).
I agree with you that Milano would be a nice addition and it may yet happen as AS is supposed to announce 2 new routes for 2026 (although MAD seems a better bet).
Alaska also offers something for LAX and SFO travelers, which is being Oneworld.
There's no real difference between transiting via LHR or SEA.
And in fact once the Alaska business class lounge takes off, it may even be a reason to use SEA as the transit hub.
Flights from California to Europe usually fly up over the Pacific Northwest West, Canada and Greenland on their way to Europe since the world is not a flat rectangle.
Marco, it's clear that Alaska isn't starting an SEA-FCO route just for me, but I am one SF Bay Area resident who will gladly fly to Rome on Alaska after popping up to Seattle on a "positioning flight." It all has to do with Alaska/oneworld status; having a regular "earn-and-burn" personal program w/my Alaska points for transoceanic flights in Business to Europe and Asia. I'm already planning a trip to Sicily for next Fall, so...
Marco, it's clear that Alaska isn't starting an SEA-FCO route just for me, but I am one SF Bay Area resident who will gladly fly to Rome on Alaska after popping up to Seattle on a "positioning flight." It all has to do with Alaska/oneworld status; having a regular "earn-and-burn" personal program w/my Alaska points for transoceanic flights in Business to Europe and Asia. I'm already planning a trip to Sicily for next Fall, so the timing is right, and a short hop to Palermo or Catania on ITA is perfect.
Flying from SFO to FCO on oneworld normally means flying BA via LHR and paying $$$$ in fuel surcharges, or first flying to the East Coast and either flying BA via LHR, AA (if lucky, nonstop but...) or, more likely, IB via MAD. Personally, flying on Alaska is far more appealing than AA, BA, or IB to Europe. Plus having to take only two flights to get to Sicily versus 3-4 is so much better....
The people replying to your comment clearly don’t live in the bay or SoCal. No way in hell would I make a stop in Seattle for a flight to Europe. I don’t know anyone that would. We like our nonstops down here, and if we have to transfer, we usually do it in a European city on a better carrier than someone like Alaska. I do hope they did some studies because very few people outside of Oregon are going to commit to a layover in Seattle.
Alaska will steal Hawaiian's nice wide body planes one by one until we are left with crap single aisle planes where doors fly off. This is what we feared when the merger was announced.
No offense -- or maybe "yes" -- but Hawaiian's A330s are already crap. And if you're so concerned about doors flying off, you could flown on Aloha Airlines 243...
Much better off worrying about real concerns.
I'm curious about how the use of the widebody fleet affects HNL-Asia/SoPac service?
That should be analyzed alongside the SEA expansion?
I hate TATL flights from the East coast - only six hours - no time to sleep properly and enjoy a good meal and a beverage (or 5).
West coast to Rome - perfect. 10+ hours and leaving at a great time.
Sad that it doesn't start until 2026 as it would be perfect for my fall trip to Lisbon.
If only they make the rewards price reasonable and the service is like major airlines. And for God's sake call your "First Class" by it's proper name - BUSINESS CLASS.
Yes, well, that's a problem with all US carriers -- calling Business class "First." OTOH, intra-European Business class is also a joke. C'est la vie...
As a Seattle-based flyer, I think this is great news. I think the route will work for O&D traffic very well and will also get a certain amount of connecting traffic. However, given that there is not an Italian member of OneWorld, there will be virtually no connectivity at FCO to get to other points in Italy.
I have been thinking about going to northern Italy next year and likely won't use this new flight...
As a Seattle-based flyer, I think this is great news. I think the route will work for O&D traffic very well and will also get a certain amount of connecting traffic. However, given that there is not an Italian member of OneWorld, there will be virtually no connectivity at FCO to get to other points in Italy.
I have been thinking about going to northern Italy next year and likely won't use this new flight to get there because it's easier to travel via London, Amsterdam, Paris, Copenhagen, Helsinki, Frankfurt, Munich, etc., all of which have nonstops from SEA, with 1-stop connections to multiple airports in Italy's north.
Alaska is starting this route just for you!
You can travel anywhere in Italy by rail in just a few hours. Rome connects by rail to everywhere.
PS - if Northern Italy, the Cinque Terra!! If Southern, I find Naples an absolute charm, with the BEST food, and exploring the inner laneways is magic. The ancient architecture of Rome always a marvel.
@LAXLonhorn--Thanks for the travel tips. I have been to Italy a few times over the years so have some understanding of the train system. Yes, one CAN take trains but that's the last thing I want to do after a 10+ hour nonstop to someplace other than my intended destination. It truly defeats the purpose of a nonstop. That's why I said I will likely find a different way to get to northern Italy by air.
The last thing I want to do after a 10 hour flight is get on another plane. I will gladly take a train from Rome to northern Italy. Im looking forward to finally having a nonstop to southern Europe.
I was always curious Why HA and now AS doesn't use the dreamliner for HNL to HND/NRT?
Thought that was sorta the flagship route. And competing against ANA and JAL, the A330 certainly is showing its age. Especially the business class product.
wondering the same thing....
Except the business class product isn’t designed for business travelers rather wealthy vacationers which in a market like HI is more likely at least couples
It's just a matter of having enough of them. The plan, however is 787 out of seattle and a330 out of HNL
Hopefully they keep 1 x 787 in Hawaiian livery to do a thrice-weekly LHR-HNL direct flight.
Is there anyone actually in London who wants to visit Hawaii?
Not yet, because Brits like direct flights to Antigua or the Maldives. But give them the opportunity…..
Me, recently. But that was just a convenient destination for a mileage run to renew one last year of Gold Guest List with BA under the old rules.
I am hopeful to see a premium economy product introduced as they rebrand. Unfortunately in its absence this will keep me on BA to Europe as a OW flyer for the time being--but being based in Seattle I would really love to fly Alaska on these new long haul routes.
Sure beats my last trip, FCO to MAD to LAX to SEA!
But that was your choice, so I do not understand this comment?. There are plenty of one-stops from FCO-SEA (BA via LHR).
For an award ticket, you don't fly to LHR. Says the person who is avoiding LHR in a couple of weeks by flying a similar SEA-SFO-MAD-FCO pattern. But with a MAD stopover
I have flown FCO-FRA-SEA via LH.
Great schedule because landing in Europe too early means waiting for the hotel.
That part is nice for sure. The early afternoon departures to Europe are so brutal - too early to sleep, then you land in Europe before midnight Seattle time so just when you reach peak exhaustion you have 8 hours to go before you can check in anywhere.
As I expected. LHR, CDG, and FRA is tough competition. Italy has always been less competition, even in the days of TWA and Pan Am.
Westjet flies from Calgary to Rome nonstop seasonally but also LHR.
It is doubtful that DL will add SEA-FCO.
and it is hard to believe this AS flight will operate in the winter.
DL reduces their winter Italy service to JFK and ATL and AA and UA operate much less service in the winter.
@Tim Dunn--to be fair, Ben put a smiley face next to the comment about DL starting SEA-FCO service. However, while the probability may be low, it's not zero. I am certain that one reason AS chose FCO as its first European destination is that it's a completely unserved market, i.e., no competition. I am just as certain that someone at DL is looking at that already and would love to react to it. In the...
@Tim Dunn--to be fair, Ben put a smiley face next to the comment about DL starting SEA-FCO service. However, while the probability may be low, it's not zero. I am certain that one reason AS chose FCO as its first European destination is that it's a completely unserved market, i.e., no competition. I am just as certain that someone at DL is looking at that already and would love to react to it. In the so-called Battle for Seattle, DL has long touted itself as "Seattle's Global Airline.". The emergence of AS 's international long haul ambitions challenges that in ways that its vast domestic expansion has not.
I didn't miss the emoticon.
DL's SEA Int'l operation is focused on European hubs and E. Asia primary cities.
southern Europe is big but DL just added seasonal MSP-FCO this year, adding to seasonal DTW-FCO. all the rest of DL's southern Europe flights are from JFK, ATL, and BOS
Nobody in Seattle believes that Delta is Seattle's ANYTHING. The idea that Delta is somehow "Seattle's gobal airline" is laughable. Delta has zero commitment to Seattle and everyone knows that.
@Mike Mohler--what I said was that DL has BRANDED itself as "Seattle's Global Airline.". They have used that slogan a lot on everything from transit ads to their luggage carts and it's true that they currently operate more long haul routes from SEA than any other carrier. However, it's also true that a lot of international carriers operate many routes from SEA. I would agree that whether they are really Seattle's Global Airline is subject...
@Mike Mohler--what I said was that DL has BRANDED itself as "Seattle's Global Airline.". They have used that slogan a lot on everything from transit ads to their luggage carts and it's true that they currently operate more long haul routes from SEA than any other carrier. However, it's also true that a lot of international carriers operate many routes from SEA. I would agree that whether they are really Seattle's Global Airline is subject to interpretation.
I do NOT agree that "Delta has zero commitment to Seattle and everyone knows that.". Their level of investment at SEA is hard to ignore. Their SkyClub is beautiful and they are about ready to open a 2nd SkyClub once again. They are also about to open the 4th DeltaOne Lounge in the country and have completed a separate D1 check-in area. Are they a for-profit company trying to make money? Sure, but so are other airlines, including AS. Is it great to have AS headquartered here? Absolutely. I think having both AS and DL competing has made service out of SEA much better. I fly both airlines and have respect for both of them. The free enterprise competition model doesn't always work this well, particularly in eras of consolidation.
Cue up the inevitable "being half the size of AS doesn't matter -- Delta Rules, Alaska Drools in SEA" pouting from someone...
Great add by Alaska!
You are literally the one bringing it up bc you're obsessed.
and yet he posts right after me, as predicted. I cued it up quite nicely, but thanks for the failed attempt to explain my internal thoughts.
as was noted, you are the one that is obsessed.
The Tim Dunn and Tim Dunn fan club (often the same person, at times) standard response:
Dare to mention or notice Tim's psychotic obsession with Delta and posting about it incessantly? That must mean the poster is obsessed rather than the actual one with OCD, Tim Dunn. Even when Mr Dunn fell right into the obvious prediction.
The gaslighting of others to ease your own obsessive personality. Love it.
Biggest self-report I've ever seen.
Stay normal lol
says the guy constantly hitting refresh to check responses. Your online mental diagnoses are noted, thanks.
Stay sane. Your eager defense of Tim Dunn is duly noted as is your automatic recognition of the implied user when I never said the name in my initial post. Seems you find him OCD as well.
What's the thing that everyone says these days? Every accusation is a confession?
That perfectly describes you. 99% of your comments are in relation to him and rarely actually about any content in the articles.
Genuinely, try to get a life outside of him. It'll do wonders for you.
funny. I haven't been posting much, at all, lately. So I don't really know which comments you're referencing.
But it's nice to know you're monitoring my comments to such an extreme. I enjoy it when people read my comments. You probably need a better hobby.
Again, thanks for the mental diagnoses. Try a new hobby outside of Tim Dunn defense. It'll do wonders for your work and quality of life. If there's anything sadder than...
funny. I haven't been posting much, at all, lately. So I don't really know which comments you're referencing.
But it's nice to know you're monitoring my comments to such an extreme. I enjoy it when people read my comments. You probably need a better hobby.
Again, thanks for the mental diagnoses. Try a new hobby outside of Tim Dunn defense. It'll do wonders for your work and quality of life. If there's anything sadder than Tim Dunn and his consistent bans, it's someone that spends all day in a comment section saying others have mental disorders in defense of Tim Dunn.
Do you have your own life and thoughts? Or are you just one of Tim's many guest users?
Yeah that's literally the point. Tim was banned, so you stopped posting because you are that obsessed with him.
You are embarrassing yourself more and more with every response.
Just stop crying about him all the time, and this won't happen to you.
Hilarious to talk about alt accounts, when you're the one liking your own comments on real-time too.
Guest users can’t like comments but thanks for your contribution to society in Tim’s defense squad.
Amazing how much you monitor my comments. I wasn’t commenting much before tim was banned either. Not much has changed. He posts plenty of other places if I’d wanted to comment about him during his bans.
You’re mistaken in your odd quest to be Tim’s lapdog
The lack of self awareness is crazy.
No one monitors your comments since we don't obsess over internet strangers like you.
When you post in every article crying about Tim, then that becomes your reputation.
No one's saying you can't whine about him all the time. Just know that you look and sound unhinged to care so much and might need some mental help.
And yet here you are. Replying to every word now 12 replies deep when I have barely posted much in the last year, at all.
Clinging to an idea in your head that isn’t real just to defend a guy banned here in the past and other places.
If you want to look unhinged, try calling others mentally deranged over and over and claiming to constantly monitor my activity all to defend someone regarded...
And yet here you are. Replying to every word now 12 replies deep when I have barely posted much in the last year, at all.
Clinging to an idea in your head that isn’t real just to defend a guy banned here in the past and other places.
If you want to look unhinged, try calling others mentally deranged over and over and claiming to constantly monitor my activity all to defend someone regarded across aviation websites as OCD about delta. Oh wait, that’s what you’ve been doing.
Thank you for letting me know my guest profile makes me look unhinged. I care so much what people think of Julie on an aviation Internet forum.
Again. Your internet diagnoses are noted and tossed in the trash. You might’ve noticed no one seems to be agreeing with you aside from Timmy. If you want to chat about looking unhinged, try the mirror in your bathroom.
People are allowed to comment. You don’t need to be the comment police but again, thank you for taking such careful note of my posts then desperately trying in the next comment to act like you don’t do exactly that when called out on it.
You may need a new hobby since you seem obsessed with what I post and the quantity even if you are wrong about it.
You only live once, yolo
Don’t spend it in the comment section like Tim arguing incessantly when tim did exactly as predicted the next post
Unless you are tim which seems increasingly likely, admittedly, given this unusual ocd about defending Tim and replying over and over
But who knows. I certainly do not
This is tiresome and rather pathetic for you. Get new hobbies. Signing off
Ok I admit it!
I truly am obsessed with Tim that's why I post so much about him.
And from the real Julie, you have some severe mental issues Yolo/Tim.
Lose an argument so just use my username? This is pretty pathetic.
--The Real Julie
@Julie this comments section really needs to get a life at times, (forging usernames?) Jesus.
Why are they using the state-of-the-art 787 on a low-yielding tourist route to Rome, but a decrepit A330 to Tokyo? Make it make sense.
I get the thought behind this, but if you look at the capacity by the US3 in FCO during the summer, you'd realize it's anything but low-yield despite being tourism-based.
As AS gets more 787s, they may well put them on more routes, including Seoul and Tokyo. Also, I believe they are in the process of refurbishing HA A33Os. In my experience, AS has done a good job of updating their 737-800/900 planes so I have reason to believe they will do the same with the A330s.
Still be weird sitting at FCO and seeing a Hawaiian or Alaska branded 787 sitting on the tarmac.
I'm really curious as to why they decided Rome over Madrid? Madrid can feed connecting traffic because Iberia; Rome will only be point-to-point traffic. Unless Iberia has future plans to serve Seattle or maybe that'll be the next route AS announces. FCO has nonstop to LAX and SFO, just like MAD, so I don' understand the "underserved" argument here.
SEA is AS' primary connecting hub where it has a dominant position (~55% domestic share) + FCO is the biggest unserved TATL destination out of SEA. They probably wanted to get the first mover advantage. There's probably enough room for a single carrier to serve it relying on SEA O&D seasonally - now, if DL enters then it will probably be overcapacity. The chess match is if DL adds SEA-FCO, it will impact their yields...
SEA is AS' primary connecting hub where it has a dominant position (~55% domestic share) + FCO is the biggest unserved TATL destination out of SEA. They probably wanted to get the first mover advantage. There's probably enough room for a single carrier to serve it relying on SEA O&D seasonally - now, if DL enters then it will probably be overcapacity. The chess match is if DL adds SEA-FCO, it will impact their yields on SEA-CDG, SEA-AMS, or MSP-FCO and DTW-FCO where current SEA-FCO traffic reroutes (same will be true for MAD and BCN) and AS already has far more local feed in the catchment region than DL does. Regardless, I think DL likely adds SEA-FCO regardless, but AS's strategy is probably to long-term bleed DL at SEA.
MAD I'm sure will be high on the list with LHR, CDG, and perhaps BCN, but that one is less pressing to add ASAP since if AS looks to join the AA / BA TATL JV they will have a big advantage over DL on the Spain POS and feed plus all the OneWorld loyalists whenever they enter that market. Even without that they will have the benefit of partnering with Iberia.
This is a really solid choice. Italy is one of the most popular destinations in the world, especially amongst Americans. Italy will probably regain its spot as #4 most visited country in the world this year.
Instead of being the 4th carrier on Seoul and Tokyo, they've chosen a very lucrative route that doesn't even have much capacity from the West Coast overall.
Given Alaska is not in that TATL JVs, this will be a...
This is a really solid choice. Italy is one of the most popular destinations in the world, especially amongst Americans. Italy will probably regain its spot as #4 most visited country in the world this year.
Instead of being the 4th carrier on Seoul and Tokyo, they've chosen a very lucrative route that doesn't even have much capacity from the West Coast overall.
Given Alaska is not in that TATL JVs, this will be a good route in their network to avoid competing on JV saturated routes like Tokyo, Seoul, and LHR.
With the Dreamliner, Alaska will be far more competitive to Europe than its been with the A330 on Asia. Well done by Alaska!
Agreed. There are very few non-stops from the West Coast to Italy, which is an incredibly popular vacation destination.
I am happy to see more West Cost non-stops to Europe!
True. I’m flying AF from LAX to FCO with a layover at CDG. ITA flies direct, but the points required was exorbitant compared to AF (and the transfer bonus I received).
On the way back, however, I found a flight from CAI (Ha!)-FCO-SFO on ITA in business. Cost was about $1450. I wanted to visit Egypt anyway. :)
Shocker.
How long are they going to keep up this charade of two brands under one company? It really falls apart when you do long-distance flying like this.
The flights are marketed by Alaska, based at Alaska's hub, but the plane very broadly says "HAWAIIAN" on the side. And the interior is all decked out in Mahalo vibes. It's a needlessly confusing piece of an otherwise solid business merger.
At some point, they're going...
How long are they going to keep up this charade of two brands under one company? It really falls apart when you do long-distance flying like this.
The flights are marketed by Alaska, based at Alaska's hub, but the plane very broadly says "HAWAIIAN" on the side. And the interior is all decked out in Mahalo vibes. It's a needlessly confusing piece of an otherwise solid business merger.
At some point, they're going to have to transfer and repaint some of these widebodies for Alaska. Otherwise, they're going to look like they're simply borrowing someone else's plane and inflight experience to get to Europe and Asia.
I love the Polynesian decor and Mai Tai on the menu. What's that? I'm not going to Hawaii? I'm going to Amsterdam? Then what the hell's the point of all this?
Well they obviously want to properly unify but things take time. Think how long it took before Virgin's Airbus fleet felt remotely Alaskan, for example...
@ JamesW -- To be clear, that's what they're planning on doing. The reason it hasn't happened yet is because the two brands aren't on a single operating certificate, they have separate labor contracts, etc. But with this Rome route, we're going to start to see more logical branding, as the 787 should be painted in the Alaska livery, with more of a typical Alaska soft product.
The smartest thing to do would be rebrand into a more global brand and keep the Hawaiian and Alaska brands for short regional flying within those states.
A brand like...Virgin America perhaps??
That would cause confusion since Alaska is and won't be allied with Virgin Atlantic. Alaska's rights to the Virgin name likely prohibit transatlantic service, and maybe even transpacific (i.e., V Australia which avoided the Virgin name on their transpacific service).
@John G I don't think it would be smart to have three brands. Alaska and Hawaiian is likely enough.
Per their agreement with the State of Hawaii, they cannot sunset the HA brand.
It will be very disappointing to let go of the Hawaiian brand which reflects a little Polynesian culture. I don’t see any issue operating the Hawaiian name to Europe, considering many may also be connecting at Seattle to the islands.
HA staff also have intercontinental experience.
Moreover what’s the difference between that and Alaska, as again you’re not flying from or to Alaska. It’s the same argument. KLM also fly from Singapore to Bali.
That's why the folks in Seattle should get their fat heads out of the sand and use the Hawaiian name. Alaska does have a better name for the people living in King County. However, that's it. Hawaii has a better image than the state of Alaska. Billions of people in the EU, UK, North America, and Pacific rim have not heard of either airline but know of Hawaii. Alaska to them is the same as...
That's why the folks in Seattle should get their fat heads out of the sand and use the Hawaiian name. Alaska does have a better name for the people living in King County. However, that's it. Hawaii has a better image than the state of Alaska. Billions of people in the EU, UK, North America, and Pacific rim have not heard of either airline but know of Hawaii. Alaska to them is the same as Siberia or Yellowknife.
They should go with Hawaiian wide bodies and most inter-island flights and even most flights, Alaska for a few narrowbodies. Or just kill the Alaska name and replace Pulani with Chester.
They own “JetAmerica” brand! Should they change to that?
Lucky, May 11 is the launch date!
Alaska Air is an exclusively 737 airline... it's more confusing to customers to suddenly expect to have differentiated service from a brand that does not and has not done so in the past. Why not just leverage the Hawaiian brand for long haul and maintain Alaska for short haul...
Would love to see a Hawaiian flight takeover the Alaskan LAX EWR route...
Great news and a very smart move on Alaska's part - Italy has always been under-served from the entire US west coast. This is going to be a popular route.
Now the big question is what will Alaska's business class dreamliners be like...