Alaska Airlines to drop Virgin America brand

Alaska Airlines plans to drop the Virgin America brand in 2019.

The announcement was made yesterday, three months after Alaska Airlines bought Virgin America for $2.6 billion.

"While the Virgin America name is beloved to many, we concluded that to be successful on the West Coast we had to do so under one name - for consistency and efficiency, and to allow us to continue to deliver low fares," said Sangita Woerne, Alaska Alaska Airlines' vice president of marketing.

The airline will keep a number of Virgin America amenities, including enhanced in-flight entertainment, music and its signature mood lighting.

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