• Home
  • Reviews
    • Flight Reviews
    • Hotel Reviews
    • Lounge Reviews
    • Trip Reports
  • About
    • Press
  • Contact
  • Privacy
  • Award Expert
  • Advertising Disclosure
Live and Let's Fly
  • Home
  • Reviews
    • Flight Reviews
    • Hotel Reviews
    • Lounge Reviews
    • Trip Reports
  • About
    • Press
  • Contact
  • Privacy
  • Award Expert
  • Advertising Disclosure
Home  >  Alaska Airlines  >  Alaska Airlines “Thankful” It Offers An Inferior First Class Seat
Alaska Airlines

Alaska Airlines “Thankful” It Offers An Inferior First Class Seat

Matthew Klint Posted onFebruary 9, 2021February 9, 2021 20 Comments

In the era of the pandemic, did Alaska Airlines make the right call by resisting the trend to offer lie-flat seating to its premium transcontinental flights? Alaska Airlines sure thinks so.

In This Post:
  • Alaska Airlines Is “Thankful” It Does Does Not Offer Lie-Flat Seats In First Class
  • Is Alaska Airlines Smart To Avoid Lie-Flat Seating?
  • Tip: Check The Competition
  • CONCLUSION

Alaska Airlines Is “Thankful” It Does Does Not Offer Lie-Flat Seats In First Class

During a recent earnings call on January 26th, Alaska’s Chief Commercial Officer, Andrew Harrison, was asked whether he regretted not installing lie-flat seats onboard its aircraft utilized for transcontinental travel:

“We feel really good. We are very thankful that we maintained a non-lie-flat position. We think our first class seats are spot on for the demand environment.”

While it may seem counterintuitive that a carrier would ever be thankful it offers what is essentially a vastly inferior product to all of its competition (American, Delta, JetBlue, and United), Alaska does have two things working to its advantage.

First, it caters to the cost-sensitive traveler. Its trancon prices continues to drop and I routinely see one-way fares from coast to coast for under $300 in first class. With limited in-flight offerings, that’s not only a reasonable price, but it also attracts a customer willing to pay a premium over coach, but perhaps not double or triple just for a lie-flat seat on a five-hour flight.

And during a time in which business travel is severely limited, the Alaska Airlines seat does seem “spot on” for the demand environment.

Harrison also noted the uniqueness of the Alaska Airlines travel base:

“Our business is down, whether you measure it by bookings or revenues, just like everybody else’s are. I think where we have a unique strength is, especially in Alaska, are in the commercial slopes, the fisherman, the oil workers, those types of things. We have strength. And, just the nature of our business, we still have a lot of small business travelers who do a fair bit of travel. The big ones that are the challenge, obviously, are the Microsofts and the Amazons with very strict policies right now on no travel.”

Is Alaska Airlines Smart To Avoid Lie-Flat Seating?

Innovation and market differentiation are an important factor in driving competition and keeping fares competitive. While I would avoid Alaska Airlines for these coast-to-coast fights, it is neither unwise nor unreasonable for Alaska Airlines to cater to a loyal elite base with frequent upgrades and more infrequent business travelers with a wider seat at a more affordable price.

Time will tell if Alaska made the right choice or not, but at this moment (with premium cabins empty on premier routes) it appears to be a wise one.

Tip: Check The Competition

Before you book a cheap fare on Alaska Airlines, though, do check the competition. JetBlue often matches Alaska Airlines, particularly on flights to/from Seattle. Would you rather fly JetBlue Mint or Alaska Airlines for $300 across the country? Yes, that’s any easy choice for JetBlue.

CONCLUSION

Alaska Airlines is “thankful” that it offers an inferior premium cabin product, often at a lower price point. While the pandemic era of travel seems to validate that business decision, the true test will come once the pandemic ends and business travels emerges again.

Are you willing to stay loyal to Alaska Airlines despite the inferior first class seat?

(H/T: Simply Flying)

Previous Article Class Warfare On Cathay Pacific?
Next Article Cheer Up, Travel Will Come Roaring Back In 2021

About Author

Matthew Klint

Matthew is an avid traveler who calls Los Angeles home. Each year he travels more than 200,000 miles by air and has visited more than 135 countries. Working both in the aviation industry and as a travel consultant, Matthew has been featured in major media outlets around the world and uses his Live and Let's Fly blog to share the latest news in the airline industry, commentary on frequent flyer programs, and detailed reports of his worldwide travel.

Related Posts

  • Black Muslim Men Alaska Airlines

    Black Muslim Men Sue Alaska Airlines After Being Removed From Flight For Arabic Text Messages

    August 10, 2022
  • Fighting Alaska Airlines Pilots

    Update: What Were Alaska Airlines Pilots Fighting About?

    July 22, 2022
  • Alaska Airlines Will Offer Free Abortion Flights To Employees

    June 25, 2022

20 Comments

  1. Stuart Reply
    February 9, 2021 at 12:49 pm

    But it still doesn’t explain why they have Bob Marley on the tail of their planes.

  2. Rob Reply
    February 9, 2021 at 1:05 pm

    If I’m being honest, for anything other than a West Coast to East Coast red-eye, a domestic lie-flat seat is not a differentiator for me. The pricing you identify in this post seems fairly reasonable for the product offered for a non-overnight flight. No clue whether I am indicator of where the market is, but if Alaska is going to consistently price their adequate first class product like that, I will be happy to pay the modest premium for it.

  3. Jack Reply
    February 9, 2021 at 1:07 pm

    I left United as a 1K for Alaska several years ago and it has been great. I normally book cheap F fares and don’t see the need for a layflat seat outside transcon red-eyes which I avoided anyway. Flying cheap F fares with 75K status nets me so many more valuable miles than United gave me.

  4. Steve Reply
    February 9, 2021 at 1:15 pm

    It’s all relative. You say, inferior first class. I say superior frequent flyer program. The Alaska Airlines Mileage Plan is the best in the business. I will be flying first class (two round trips) on BA and Emirates this year on miles.

    • Christian Reply
      February 9, 2021 at 3:15 pm

      +1

    • Glenn Reply
      February 10, 2021 at 10:04 pm

      +1

  5. Aaron V Reply
    February 9, 2021 at 1:18 pm

    Separate to the topic of this post but somewhat related, Alaska has been pushing out a lot of BOGO flight deals over the last 6 months. That in addition to the quirky Russell Wilson touchdown discount has created a lot of opportunities for great deals. I think it is smart to stimulate demand, and wish that some other airlines would follow suit. I exclusively tried to use Delta when traveling for work, but now that I am only taking occasional leisure trips, I can’t justify paying double the amount to fly Delta over a BOGO Alaska deal. Kudos to them for trying something different during a trying time.

  6. magice Reply
    February 9, 2021 at 1:29 pm

    If I remember right (I read that article 2, 3 days ago), there are actually 2 reasons that non-lie-flat seats are not offered. First, as you mentioned, they thought they could offer better pricing. Second (and I think it’s equally important), they saved on vital fuel and maintenance costs. Given that cash is king these days, ferrying heavy empty lie-flat setup is, of course, not exactly economical.

    Re “the true test will come once the pandemic ends and business travels emerges again”: given that Alaska seems to do OK before pandemic, I doubt it would be a bad situation post pandemic. This is even more true post-American-loving-affair. A lie-flat must-have traveler can just fly on American for the transcon, while Alaska locally (west coast). Hey, AA even have FIRST CLASS! JK on the screaming :), but you get the gist of the matter.

  7. Ghostrider5408 Reply
    February 9, 2021 at 2:02 pm

    As a long time AS FF, million ++ flyer its just not worth the “Vig” for those sleeper seats transcon unless your flying across with a huge hangover how much rest do you really get ? International long haul of course. Alaska has always provided it’s passengers with clean comfortable seating and current generation planes something AA has a hard time with. “Must have” give me a break elitism sure practicality meh. And oh most of us long time AS flyers would just assume cancel the American deal, Parker nope!

    • Alex Reply
      February 9, 2021 at 2:16 pm

      There’s a reason the east to west lie flat seats are cheaper. Who needs them if it’s not a red eye? As long as AS isn’t competing on west to east flights with post 4pm departures they are winning. That’s easily arranged with the AA partnership.

    • Ann Rees Reply
      February 27, 2021 at 2:04 am

      I will fly Alaska up and down the West Coast, but for longer than 3.5 hrs flight, my 60 year old body just can’t do it anymore. I see all the people who are youmger, or business people who fly ALOT and routinely get upgraded to Premium or First for NOTHING. Only these flyers benefit from that mindset. Look, I used to do that to… but what happens to those of us who USED to be loyal to Alaska? If trying to complete with other low cost carriers, YOU CAN’T. SPIRIT gets a bad wrap, but their BIG FRONT SEAT has dimensions identical to Alaska first class. Unless, I have a lie flat seat, I spend the first entire day of my vacation of my 60 year old bod just trying to make up the JET LAG. I now take JETBLUE MINT and it makes a difference. I still travel Alaska when fares compete, but at least half of my travel is on other carriers when I used to solely use Alaska. They inherited AIRBUS with recliner seats, but didn’t take the hint… they removed a superior first class product and entertainment systems throughout (STUPID, STUPID, STUPID) on at least some airbuses, but haven’t seemed to figure out that the airbus is well booked when it’s available on any given day over ANY OTHER AIRCRAFT. I would ALWAYS choose Alaska, if only they would offer the Hawaii, Mexico, and/or Florida market with a business class product similar to JETBLUE.

  8. Greg Reply
    February 9, 2021 at 2:30 pm

    Didn’t Alaska retreat from most of the CA – NYC transcon markets where lie flats are a thing

  9. Ghostrider5408 Reply
    February 9, 2021 at 5:55 pm

    Greg never in it to begin with.

    • Matthew Klint Reply
      February 10, 2021 at 2:39 pm

      They were if you count Virgin America. Greg is correct that Alaska scaled back such service quickly.

  10. Michael E Reply
    February 10, 2021 at 6:17 pm

    I am another Alaska fan. Sure, I love lie-flat seating. I am elite on AA and can go that way if I need to, but even as Ex Plat on AA and Gold on Alaska, not highest tier, I get upgraded more on Alaska. Great service. Great phone support.

    And let’s face it, they are all 737 other than some inherited Virgin America planes. How many 737 size planes has anyone seen with lie flat???? This makes their turning over flights simpler, and now the AA partnership adds other plane configurations, AA gets the Alaska connection more firmly formed. All good.

  11. Hans Reply
    February 10, 2021 at 6:48 pm

    “First class” – more like premium economy.
    Ah, the American way! 🙂

  12. Derek Reply
    February 11, 2021 at 4:23 am

    United is offering similar seats as well on the premium transcons.

    They call them Premium Plus

  13. Ryan Jimenez Reply
    February 11, 2021 at 12:16 pm

    An easy choice for jet blue? – I disagree

    • Matthew Klint Reply
      February 11, 2021 at 12:31 pm

      Why is that? JetBlue MINT offers free, fast internet, a great seat, delicious multi-course meals, great coffee and cocktails, and specially-trained FAs.

  14. Pingback: One Airline Is Thankful Its First Class Is Worse Than Competitors - View from the Wing

Leave a Reply

Cancel reply

Search

Recent Posts

  • United Airlines Cuts Los Angeles – Tokyo Narita Route Ahead Of Haneda Launch February 6, 2023
  • Navigating The Touts Of Petra, Jordan February 6, 2023
  • What Annoys Flight Attendants Most… February 6, 2023
  • Mövenpick Resort Petra Review
    Review: Mövenpick Resort Petra, Jordan February 6, 2023

Categories

Popular Posts

  • Spirit Airlines Captain Runs Out Of Cockpit After Woman Yells “I Hope Y’All Crash And Die!” January 17, 2023
  • Hotel Worker entered room
    Woman Demands $3,000 In Compensation After Hotel Worker Walked Into Her Room At Midnight January 24, 2023
  • United Airlines 2023 Status Extension
    United Airlines Quietly Extends MileagePlus Premier Status…Again January 14, 2023
  • United Airlines Polaris Meal Service: The Sad State Of Affairs January 27, 2023

Archives

February 2023
M T W T F S S
 12345
6789101112
13141516171819
20212223242526
2728  
« Jan    

As seen on:

live_and_lets_fly

The new United Polaris Lounge at Washington Dulles The new United Polaris Lounge at Washington Dulles is the most beautiful of all Polaris Lounges. Stay tuned for a detailed look and many more photos on the blog tomorrow. Well done @united.
@malaysiaairlines just announced it would retire i @malaysiaairlines just announced it would retire its A380 fleet. While not surprising, it is sad to see the growing list of carriers retiring this superjumbo jet. On Malaysia Airlines, I flew the #A380 once from Kuala Lumpur (KUL) to London (LHR) and had the entire first class cabin to myself (full review on the blog). It was a beautiful flight that I will always remember.
Welcome to @fly_bur @aveloair! I am so excited tha Welcome to @fly_bur @aveloair! I am so excited that a new carrier, Avelo, has launched, especially from an airport just 12 minutes from my home!
I greatly miss the @lufthansa #747-8 at @flylaxair I greatly miss the @lufthansa #747-8 at @flylaxairport. Hopefully this summer it will return.

.
.
.
.
#Lufthansa #FirstClass #747 #747-8 #StarAlliance #Miles #Points
I recently spent a weekend at the @ventanabigsur. I recently spent a weekend at the @ventanabigsur. This is not only a lovely, all-inclusive resort, but one of the best properties to use your @hyatt World of Hyatt points.
.
.
.
.
#Hyatt #BigSur #California #WorldofHyatt #CA-1 #Points #Hotels
In terms of a spacious first class product, the @E In terms of a spacious first class product, the @Emirates suite on a 777-300ER is hard to beat. My preference is Suite 2K.

.
.
.
.
#Emirates #777 #firstclass
Nearly five years ago, I took a “break” from I Nearly five years ago, I took a “break” from Instagram ahead of the birth of my first child. Goodness, how time flies. While I’ve enjoyed catching up on others over the years, now it is time for me to return to Instagram. In this first post, I highlight two joys in my life, my two children, whom I trust will grow up to be prolific travelers that circumnavigate the globe as ambassadors of love and respect.

.
.
.
.
.

#travel #airplanes #airlines #miles #points #familytravel #human #integrity #honor
United Airlines' new Polaris seat is a huge improv United Airlines' new Polaris seat is a huge improvement over UA's current business class seat. Check out my blog at liveandletsfly.com for 70+ photos of how @united is transforming its entire business class experience starting this December!
The perfect @flysas name tag for #Longyearben! The perfect @flysas name tag for #Longyearben!
Spotted four #polarbear outside of #longyearbyen - Spotted four #polarbear outside of #longyearbyen -- oh, and I love 40°F summer weather!
One of the best crews I have ever had the pleasure One of the best crews I have ever had the pleasure of flying with in all my years of flying. Thank you @flysas SK940 on 11 Aug 2016
Next stop ARN! But dear @flysas , next time if I a Next stop ARN! But dear @flysas , next time if I assign a window seat months in advance, don't move me to a center seat "for my convenience" with no way to get my original seat back... 😞
Ready for #PIA from #MAN to #JFK -- we will be rac Ready for #PIA from #MAN to #JFK -- we will be racing the #Delta flight to JFK at the gate next to us, which also departs at 12:45p. With @onemileatatime
Another room with a beautiful view... #hyattregenc Another room with a beautiful view... #hyattregencycasablanca #cassablanca #hyatt
Enjoying #shanghai with @onemileatatime from the i Enjoying #shanghai with @onemileatatime from the inside of the @grandhyatt_shanghai ... It is 40°C outside! 😓
From my front gate to my boarding gate in 15 minut From my front gate to my boarding gate in 15 minutes flat. I ❤️ #bur #burbankairport
@malaysiaairlines #747 out of retirement and in se @malaysiaairlines #747 out of retirement and in service at #kul -- beautiful livery!
View from my 61st floor room at the beautiful bran View from my 61st floor room at the beautiful brand new @parkhyattguangzhou -- look for a full review coming soon on the blog #hyatt #parkhyatt #guangzhou #parkhyattguangzhou
Will miss the @united #globalfirstlounge at #ord, Will miss the @united #globalfirstlounge at #ord, which closes tomorrow and the Queen of the Skies #747 which will be retired in 2018.
The colonial #architecture of #mumbai is stunning. The colonial #architecture of #mumbai is stunning. If you're ever here, get up at 5am and have a walk around the city before it gets busy. You can hear the birds instead of honking horns.
Load More... Follow on Instagram
facebook twitter instagram rss

This site is for entertainment purposes only. The owner of this site is not an investment advisor, financial planner, nor legal or tax professional and articles here are of an opinion and general nature and should not be relied upon for individual circumstances.

 

Advertiser Disclosure: Some links to credit cards and other products on this website will earn an affiliate commission. Outside of banner ads published through the Boarding Area network, this compensation does not impact how and where products appear on this site. While we do try to list all the best miles and points deals, the site does not include all card companies or credit card offers available in the marketplace. Please view our advertising policy page for additional details about our partners.

 

Editorial Disclosure: The editorial content on this page is not provided by any entity mentioned herein. Opinions expressed here are the author's alone, and have not been reviewed, approved or otherwise endorsed by any of these entities.