Virgin America brand to disappear

Sir Richard Branson: “Many tears are shed today”
Following a merger last December, Alaska Air says it will drop the Virgin America brand in 2019, rebranding the airline as Alaska Airlines. But it promises the “vibe” will stay.
The combined airline will adopt many of the popular elements of Virgin America, such as its enhanced inflight entertainment, mood lighting and music. The goal, Alaska said, “is to create a warm and welcoming West Coast-inspired vibe.”
Alaska Air marketing VP Sangita Woerner: “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.”
However, Virgin Group founder Sir Richard Branson said in a blog that “many tears are shed today” and that Alaska “has a very different business model and sadly, it could not find a way to maintain its own brand and that of Virgin America.”