Alaska Airlines Paid $2.6 Billion for Virgin America Then Killed the Brand in 2 Years - Here's Why?
Alaska Airlines acquired Virgin America for $2.6 billion in 2016 primarily to block JetBlue from winning the bid and expanding on the West Coast. Despite Virgin America being one of America's most beloved airline brands, Alaska retired it within two years to streamline operations, cut costs, and strengthen its own brand identity.