Alaska Airlines, which acquired Virgin America, officially retired the Virgin America brand on April 25. As a result, travelers who formerly flew under the Virgin America name must now use Alaska Airlines’ website for check-in, flight information and reservations, and must rely on Alaska’s mobile app and call center for customer service.
At the 29 airports in the United States and Mexico that were served by both carriers, all Virgin America branding and signage has been removed and replaced with Alaska Airlines identity. Passengers should check in at Alaska ticket counters and kiosks and proceed through Alaska-designated gates. Wayfinding signs, electronic displays and information at curbside, in lobbies, at ticket counters, gates and baggage claim areas now reflect Alaska Airlines branding.
“We’ve been working behind the scenes for more than a year, investing thousands of hours of planning, preparation and testing to make sure this transition goes smoothly for all our guests,” said Sandy Stelling, an Alaska Airlines executive, in a company statement.
The brand consolidation aims to simplify the travel experience by unifying booking, check-in and support channels under a single platform. Frequent flyers and new customers alike should expect to see Alaska’s policies, loyalty program details and service standards applied across the combined network. Any remaining references to Virgin America on airport materials, online pages or apps should be considered legacy content and are being phased out as systems complete the integration.
Passengers planning travel should confirm flight numbers, terminal and gate assignments directly on the Alaska Airlines website or mobile app before arriving at the airport. For assistance with reservations, upgrades or baggage, travelers are advised to contact Alaska’s customer service through official channels to ensure they receive current information and support.
The transition affects check-in procedures, lounge access and baggage handling, so passengers with existing Virgin America bookings should review their itineraries and any communications from Alaska Airlines for instructions. While the airlines worked to minimize disruption, travelers may notice changes in branding, boarding processes and the locations of service desks as airport infrastructure is updated to Alaska standards.
Overall, the retirement of the Virgin America brand represents the final step in consolidating operations under Alaska Airlines. The move centralizes customer touchpoints and airport presence, with the goal of delivering a consistent travel experience across the former Virgin America network now operated solely under the Alaska Airlines name.