Alaska Airlines New Fare Program Could Undermine Travel Advisors
Another big U.S. airline is going straight to the consumer, a move that potentially puts travel advisors' jobs at risk.
Alaska Airlines is launching a new subscription program that offers frequent travellers the chance to access deals before the general public at a cost of $5 USD per month.
Also unique to subscribers is a personalized fare page that offers a calendar view of the lowest fares that are tailored to each member.
“Welcome to Alaska’s new membership program—bringing frequent flyers like you more benefits than ever before,” the airline says on its Alaska Access site. “With Alaska Access, you’ll be the first to know about (and score) the very best fares we have to offer.”
“For $5 a month, you get a personalized fares link and Wi-Fi voucher sent straight to your inbox, available whenever you’re ready for takeoff,” the airline states. “Plus, for some of our largest sales of the year, you will be alerted via the Alaska Airlines Mobile App the night before we publish to the general public.”
Alaska said consumers also will be able to access a “personalized fare page … where you’ll be able to see our lowest fares by money and miles to our more than 500 global destinations. This view takes the guesswork and time out of finding the best valued flights on Alaska Airlines.”
It sounds like a good deal for consumers, but it could reduce the need for members of the public to deal with travel advisors.
Travel agents in the U.S. are already angry at American Airlines for announcing that only consumers who book directly or with preferred agencies will be able to collect AAdvantage loyalty points. Angry agents claim the move is a way to force agencies to adopt American’s NDC or get consumers to bypass advisors by booking directly with the airline.
ASTA this week launched a campaign to stop what it calls American’s “anti-consumer, anti-competitive” moves.
The Alaska Airlines issue is quite different but also could undermine the role of agents.
“We know time is valuable for our guests who are busy balancing a lot in their lives and we kept that in mind when we developed Alaska Access,” said Shane Jones, vice president of business development at Alaska Airlines, “Alaska Access is part of our commitment to make travel more affordable and convenient for everyone – whether planning for your dream vacation or returning home from college.
“Our new subscription service allows you to discover some of our best deals of the year right at your fingertips, in just minutes.”
