January, 2016 - Stephan Segraves

Alaska’s New Brand

January 26, 2016 ssegraves

Alaska Airlines, arguably the hometown airline of Seattle, Portland, and Anchorage, unveiled a their new brand and livery at an event yesterday in Seattle.

In a blog post, they give details on why they are refreshing the brand and a few insights into why they went the direction they did.

“We’ve added 90 new markets in the past five years. As we continue to grow, we are updating the outward expression of our brand so it shows up bolder wherever we fly.”

Essentially, we now fly Boston to San Diego non-stop and want to make our logo simpler for that market. I get it, it is not like they were going to change the name of the airline or anything. The first thing that stands out to me though is how close the new tail livery looks to some of the low cost carriers and how the entire livery looks a little Southwest-ish. The second thing is what I pointed out to Seth yesterday, the multicolored cheat lines look like the engines are spewing out the Northern Lights.

Maybe that’s what Alaska was going for. The colors also match up pretty well to the Seattle Seahawks, the Mariners, and Sound Transit System. Coincidence?

I am no branding or livery expert but I just find the new look to be less Alaska and more Spirit/Southwest/Frontier. Maybe that is what they were going for. There is even a hint of Eurowings in there. There is a pretty great breakdown of the entire brand, livery, and other customer facing materials at Under Consideration. Their impression? Underwhelmed.

Overall, it’s not a highly inspiring redesign and rather than double-down on the quirkiness and ruggedness of the brand equity established they have moved away to safer territory.

Maybe Alaska should have gone to an all retro livery… (to be fair, some of the colors do match up)

— Updated at 12:30pm PST

I should add, if employees like the new look and it motivates them to better serve customers, then I am all for it. From the video of the unveiling of the new brand it does seem like the employees are excited about it and that’s a good thing.

Delta Threatens to Drop Portland-Tokyo Flight – Yawn

January 25, 2016 ssegraves

Delta, amid the possibility of Tokyo-Haneda airport opening 10 more slots to U.S. carriers, is pitching a fit and threatening to kill their Portland-Narita non-stop flight. This is not the first threat they have made regarding their flights to Narita, just a few weeks ago, they said that their Minneapolis-St. Paul to Narita flight would need to end. That first threat came as a surprise, but the addition of other flights that would need to come to end has not ceased.

The crux of the matter is whether or not the opening up of more Haneda slots to U.S. carriers would be detrimental to Delta’s hub at Narita and their traffic throughout the region. As quoted in the Atlanta Journal-Constitution:

But Delta contends that, since United and American are partners with ANA and JAL, respectively, the deal tilts in their favor. That’s because United and American could also sell seats on the new ANA and JAL flights, enabling them to offer significantly more seats to Haneda and beyond.

I don’t doubt Delta would suffer a little due to the partnerships that American and United both have. However, is pitching a fit and essentially becoming the kid who quits the game when the score goes to the opposition really the best way to handle it? Delta seems to have a pretty good case to get a number of the slots at Haneda or special dispensation to create a mini hub there, but they would rather burn a bridge by threatening to remove a non-stop international route from cities that have few connections to Asia. Seems like bad business to me.

Haneda is a more convenient airport for travelers ending their journey in Tokyo or continuing on to other parts of Japan as there are a ton of domestic connections. With recent expansions, the number of options to other cities throughout Asia from Haneda has increased as well. The idea of Delta running a hub in Japan and expecting that to last, even without Haneda being opened up more, seems far fetched. I say call Delta’s bluff. Expand the Haneda slots and move forward. If Delta ends up getting rid of Portland-Narita, the Port of Portland should aggressively pursue ANA or Japan Airlines to fill their spot at PDX.

The Travel Booking Conundrum

January 4, 2016 ssegraves

I have a trip coming up soon and I have been debating which routing I want to take to and from the destination for weeks. This always happens. I try to get the most out of the trip by choosing flights that have longer routes optimal for sleeping on the way to the destination and routes that work best for my schedule for the return. On this particular trip I could fly a new carrier, RyanAir, to Berlin’s Schonefeld airport, overnight there and fly Berlin-Tegel to Newark and then onward to Portland or I could fly to Amsterdam, overnight there and then fly to Houston on a Boeing 787-9 (a new type of plane for me) and then onward to Portland.

I ended up choosing the latter flight option because as a few people pointed out on Twitter, wouldn’t I want to avoid Newark at all costs? Well sure, but I love trying out a new carrier and I really enjoy Berlin. The Amsterdam flight will be fine and I am staying at the on-airport property Sheraton so it will be a quick 10 minute walk to get to the check-in counters in the morning, but I am still questioning my decision.

This is the one aspect of travel that I am terrible at, the actual planning. I question myself over and over and over and usually come to a conclusion only to continue questioning myself until I actually take the flight. Then who knows, I may question myself again later.

In any case, here’s to 2016 and seeing new places!