Barnett on Business Travel

THE BEST OF BOTH WORLDS
ON ALASKA AIRLINES

BY CHRIS BARNETT

October 9, 2003 -- Frequent travelers today are polarized. Either they're loyal to the Big Six for their mileage programs, extensive schedules, trans-continental route networks and international connections. Or they book discounters like Southwest, JetBlue, AirTran and American Trans Air for consistently cheap fares, friendly service, flexibility and some of the same passenger perks offered by the big guys.

Yet John Nelson recently snagged a $329 round-trip fare from Washington/Dulles to Seattle on Alaska Airlines and got everything the majors give plus something nearly extinct in U.S. skies: an old-fashioned hot American breakfast in economy class. "I was pleasantly surprised by the entire flight," said the business development director of Cinea Inc., a digital-cinema security firm based in Reston, Virginia.

Alaska Air is the only U.S. airline aloft with the best features of the full-service and discount airlines. And even though it's losing money and has just tweaked its frequent-flyer program to penalize bargain hunters, it hasn't gutted any in-flight comforts or conveniences that would send passengers packing. And while Alaska Air flight attendants are currently flying without a contract and are in tough negotiations with management, there are no frowns or grumbling in the cabin.

"There's no animosity among the crew," says Jackie Morris, a stewardess for four years. "They have an agenda, we have an agenda. We have faith we'll meet somewhere in the middle."

That's refreshing in an industry plagued by poisonous labor relations where employee unhappiness and uncertainty are almost always felt by passengers. But surprises are commonplace at Alaska Air. I recently booked an Oakland-Seattle roundtrip two weeks before takeoff on Alaskair.com for $150, less than Southwest and United were quoting.

The flight experience was stress-free in both directions. Boarding-gate staffers were helpful and professional. Even though it was busy, one persevered through some computer glitches to credit my frequent-flyer miles. Boarding was fast and organized, The Wall Street Journal was offered on board and the newish, 120-seat Boeing 737-700 was spotless and roomy. Even though a woman in front of me leaned back to snooze, I could open my laptop on the drop-down table and work. Legroom in Alaska's coach cabin feels roomier than most of the majors.

Hungry? On Alaska's short flights, eat before you board or bring your own breakfast. Only a 425-calorie, cellophane-wrapped cinnamon roll was offered and it was packed with fat. First-class flyers get a large fruit plate and a heated muffin, but not that full breakfast Alaska serves on transcontinental flights. The flight was 80 percent full, yet the cabin mood was relaxing, almost tranquil.

On the return flight, Seattle Tacoma Airport was jammed and, thankfully, Alaska Air had fully staffed its ticket counter. But here's a bright idea: one line was for passengers with paper tickets and the other was for E-ticket holders who could check themselves in at a touch-screen console. And instead of throwing technophobes like me to the wolves, there was a small platoon of friendly ticket agents out front helping people master the machine.

Other business travelers on my flight believe Alaska Air is a standout airline at time when virtually every carrier is scrimping and trimming.

"They don't jam you in like sardines," said Paul Tobin, a Hewlett Packard project manager who commutes regularly between Oakland and Seattle and works on his laptop during the flight. "I can't stand the cattle-car mentality of airlines like United that really pack you in. Alaska Air has a lot of flights, a good frequent-flyer program, very good prices and they don't have delays or cancellations. United has delays and cancellations."

Andrea Kraabel, who works for a medical devices company and flies nearly nonstop, sums up Alaska Air fast: "Easier upgrades, friendlier crews, better service, better food, a reserved seat--you want all the reasons?"

A possible new reason to fly Alaska will appear soon on some coast-to-coast flights. The digEplayer, invented by Bill Boyer, an Alaska Airlines baggage handler, is a portable entertainment device pre-programmed with first-run movies, music and games. It will be given free to first-class passengers and rented to coach customers for $8 to $10. (They'll pay for it with a credit-card swipe.) However, you can't take it home and, if your fingers get sticky, you will be billed $1,000 for the cost of the player.

In recent years, Alaska Air has been spreading its wings. It was the first airline to fly Boeing's larger 737-900 on cross-country routes from Seattle to New York's LaGuardia Airport, to Dulles and Reagan National in Washington and down to Orlando and Miami. It recently added flights from Los Angeles to Guadalajara, Mexico, and to Reno. It is about to begin flights from LAX to Spokane, from Anchorage to Chicago and from its Seattle hub to Long Beach, California.

Like the majors, Alaska Air now gives first-class upgrades to its most frequent travelers who pay for higher priced tickets. Translated: You may fly Alaska Air a lot but if you've managed to find cheap fares, your loyalty isn't worth as much any more--to you or to the airline.

Still, Alaska Air's earn-and-burn options are wide for what is essentially a regional airline. Although it's not a member of any formal alliance scheme, the carrier's Mileage Plan has forged links with major domestic (American, Continental and Northwest) and international (British Airways, KLM, Lan Chile and Qantas) airlines. It is also linked to Hawaiian Air and its own commuter carrier, Horizon Air.

There may be another reason that Alaska Air's staffers are generally congenial and loyal to their employer. Says Dave Palmer, managing director of marketing and a 38-year employee: "We didn't furlough one employee after 9/11 and that buys a certain amount of goodwill."

Copyright © 2001-2004 by Chris Barnett. All rights reserved.