Alaska Airlines braces for more ULCC competition as it makes subtle shifts in its business strategy

Alaska Air Group is making subtle changes to its business in 2016, which include the introduction of a premium economy product and a decision to enlarge its fleet of larger regional jets, as the airline positions itself to compete more effectively with its rivals.

There are also nuanced changes in Alaska's competitive landscape in 2016. Although Delta Air Lines remains a fierce competitor in Alaska's Seattle hub, most of the competitive capacity additions that Alaska faces in early 2016 stem from other airlines, including expanded competition with ULCCs. For now, Alaska does not foresee a need to segment fares to compete more effectively with ULCCs, but concludes that it would be an easy change to its business model, if necessary.

The company is sticking to its previous projections of 8% capacity growth in 2016 even as unit revenue pressure continues through the first half of the year. As a result, Alaska's stock value compressed in early 2016, but regained some traction in late-Jan-2016. The fluctuations have not deterred Alaska's inherent belief that it can post solid revenue growth with an annual expansion of ASMs between 4% and 8%.