Sociocultural segment
Alaska
Airline is ranked number one in fuel efficiency for the last seven years. There
is an increased surge in pro-environmental behavior of tracking carbon
footprint [1]. People are reducing the number of flights for environmental
reasons. Flight options websites now show greener options [2]. Customers are
willing to pay more for carbon-neutral airlines. Low-carbon, electric planes
and solar-powered planes are the direction going forward. 40% of board in 2017
had women. Ranked second for Gender parity, it results in better decisions and
results for the company.
Technological segment
1st
to adopt new technologies, Alaska air was the first airline to land using GPS,
first with web check-in, first to offer wireless internet onboard. Recently it
has added self bag-tagging, mobile boarding passes and biometric fingerprint
access to airport lounges. Digital transformation and adoption of Artificial
Intelligence, Machine Learning, IOT/Big Data Analytics are promising revenue
generation and savings potential [3].
In
the hypercompetitive mobile first market, Alaska airlines is standing out. For example,
on the tab, it says “Fly Smart. Land happy” instead of its airline name. The
baggage icon is easy to spot. Alaska airlines aims for prudent use of
technology and automation as a revenue initiative. Alaska airline has made investments
to offer satellite Wi-Fi on its planes. Alaska air has pioneered the
development and use of RNP, a navigation technology that decreases emissions.
Global segment
Alaska
Global Partners represent a diverse portfolio of international flagship carriers.
It provides robust global utility and connectivity to the guests. Mileage Plan
member accruals on Global Partners nearly tripled over the past three years. Accrual
growth is pegged at 172% on 11% partner capacity growth.
Physical segment
Climate
activist Greta Thornburg sailed to the Davos conference. Flight-shame is a
thing now. All inflight trash on domestic flights is recycled 100%. All paper
used is recycled. With RNP technology, it saved 1.2 million gallon fuel in 2017.
With new
gates, terminal expansions, capex for redevelopment of concourse, retrofitting airbus
seats Alaska air is improving the value to the customer. It also uses
cross-fleeting where it uses other airlines equipment and crew to increase
revenue.
References
1. Air
travel attitudes and behaviors: The development of environment-based segments
4.
Investor Presentation https://alaskaairgroupinc.gcs-web.com/static-files/94dea078-6b34-4db7-837a-452723220c5b
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