What if flying was something you actually looked forward to?

For decades, air travel has been more of a chore than an experience—with only a few exceptions. For Pacific Northwest travelers, Alaska Airlines stands out as one of them. Known for its genuine service and “can-do” attitude, Alaska consistently tackles everyday travel challenges with care and creativity. When Alaska partnered with Ziba to reimagine its passenger experience, we saw an exciting opportunity: What if we could amplify their strengths by leveraging technology and creating service innovations that make travel feel effortless?

Understanding Alaska Airlines’ passengers meant going straight to the source. We talked to countless travelers and interviewed everyone from flight attendants to check-in staff. We also immersed ourselves in high-stress travel scenarios—navigating airports as a large family, wrestling with piles of luggage, and even traveling without a smartphone. This comprehensive approach gave us a clear picture of Alaska’s current passenger experience and led to several key insights. First, even a highly regarded brand like Alaska has room to improve by personalizing the journey and empowering staff to create moments of delight. Second, while passengers often value their “me time” in-flight, the real pain points are in the pre-flight experience. Third, passenger needs, expectations, and challenges vary widely, demanding flexible, tailored solutions. These insights inspired two innovative solutions: the Support Hub, which reimagines check-in with options designed to suit different traveler needs—from faster, more streamlined paths to highly supportive services. Flight Curation redefined the in-flight experience by enabling passengers to customize their journey ahead of time, ensuring a flight tailored to their preferences and expectations.

The Support Hub brought a completely new level of flexibility to the check-in process. It introduced several tailored pathways: Straight-to-Gate for experienced travelers who prefer minimal interaction, the Fast Lane with smart “Bag Tag Totems” for streamlined baggage drop, a Self-Serve Lobby that balances kiosk convenience with human support, and the Consult Bar for those needing pre-booked or walk-up assistance. With Flight Curation, Alaska’s passengers gained the ability to personalize their in-flight experience before they even boarded. By leveraging online, smart device, and text-based interactions, passengers could set preferences for everything from snacks and beverages to entertainment and even the level of staff interaction. These CX innovations, part of Alaska Airlines’ $2.5 billion investment in enhancing the airport passenger experience, are being deployed nationwide. Since adopting these concepts, Alaska has rebranded and refreshed its journey, solidifying its position as the Pacific Northwest’s airline of choice by making travel simpler, more personal, and enjoyable.