Virgin America brand name to be removed from Alaska Airlines

Alaska Airlines announced on Wednesday that the California-based carrier will be fully absorbed into one brand to create a more efficient and consistent experience.

While the combined airline will carry Alaska’s name and logo, it will adopt many of the brand elements that Virgin America enthusiasts love about the airline.

Some of the amenities sticking around on Alaska Airlines flights: Enhanced in-flight entertainment, mood lighting, boarding music and the desire to create a warm and welcoming West Coast-inspired vibe.

Since acquiring Virgin America, Alaska has been actively growing the airlines’ networks by announcing 21 new markets with 25 new daily departures out of San Francisco, San Diego, Los Angeles and San Jose, California.

Last June, CEO Brad Tilden held out hope to Virgin fans that he might keep the Virgin America brand, and run it as a separate airline under the same corporate umbrella. Tilden said he believed in “the power of the Virgin America brand, and we don’t want to lose all that loyalty.”

In addition to the adopted amenities, the combined airline will make major enhancements to its guest experience. Some of the changes include redesigned cabins with new seats, new uniforms for attendants, high-speed satellite Wi-Fi, expanded premium seating, an improved frequent flier program, complimentary upgrades, free movies, west coast-inspired food and beverage, lounge expansion and more.