The Future of Virgin America, Revealed (and Richard Branson’s Reaction)

Auckland is a city with many faces. Known locally by its Māori name, Tāmaki Makaurau, the city has a cosmopolitan heart with some of the best dining, drinking, and shopping in the country. Yet, urban sprawl quickly gives way to landscapes of New Zealand’s signature beauty here; to the west, the forested hills of the Waitākere Ranges border black sand beaches pummeled by surf. To the east of the city is the island-studded Waitematā Harbor.

A plethora of empty beds to choose from on a quiet deck with ocean views and full food and drink service — this was my luxurious experience on Richard's Rooftop. 

As summer ramps up in the northern hemisphere, many of us will begin packing suitcases, carry-ons and duffel bags as we prepare to head away on holiday.  

Baur au Lacis one of Zurich’s most prestigious and recognizable hotels, attracting guests from around the world to its waterside location since 1844. In its 179-year history, Baur au Lac has very much been a family business, owned and managed by the Baur-Kracht family, and this year marks a new chapter in the hotel’s leadership. Marguita Kracht joins her father at the helm of the property, as a seventh generation owner of the heralded hotel ushering in new ideas about sustainability and technology.

For two days, adventure sports photographer Dru Kennedy and his friend waited for the fog to clear from Goose Cove, a popular spot for iceberg viewing near Newfoundland’s Great Northern Peninsula. They were hoping to set up a perfect biking shot in front of a drifting iceberg. 

Likely in response to JetBlue’s systemwide double-points promotion, in effect through February 29, Virgin America is also offering double points, but only on select routes.

With the high probability of Virgin America’s being folded into Alaska Airlines within the next two years, Virgin loyalists are in the market for an alternative. And JetBlue wants to be that alternative.

Today, two storied travel brands that are destined for the scrap heap announced a marketing partnership that only serves to make their imminent demise that much sadder.

According to the just-released Airline Quality Rating study, Virgin America is the country’s best airline. Of the 13 airlines ranked in the study, Alaska Airlines was rated fifth.

Judging by their load factors, U.S. airlines are doing just fine. For June, Alaska Airlines filled 86 percent of its seats; Delta flew 87.7 percent full; other carriers’ results are expected to be similarly robust.

With Alaska Airline’s acquisition of Virgin America, it was just a matter of time before Virgin’s loyalty program, Elevate, was terminated and its members folded into Alaska’s Mileage Plan program. In the meantime, the programs were somewhat integrated, allowing reciprocal mileage earning. And beginning on January 9, 2017, Elevate members will be able to convert their points at a 1:1.3 ratio to miles in Mileage Plan, and have their Virgin status matched in Alaska’s program.

Want to fly Virgin America as an elite member of the airline’s Elevate program? If you’ve already earned elite status with American, Delta, Southwest, or United, Virgin America will match that status, for three months.