Brand loyalty for West Coast flyers may be in for a shift with Monday’s major announcement that Alaska Air Group is acquiring Virgin America for $57 cash per share. The merger has a total value of about $4 billion, underlining the significance of both brands and the magnitude of the acquisition.
The deal makes perfect sense for the Alaska Airlines’ plan for expansion; while the company has continue to build upon its presence in the Pacific Northwest and Alaska, the Virgin America merge will allow them to expand further....