While in no way materially significant (in my opinion), the execution of this is interesting. I think the email that was sent out to Alaska Mileage Plan members speaks for itself.

Dear ________,

At Alaska Airlines, we have provided prayer cards to our customers for more than 30 years. A former marketing executive borrowed the idea from another airline and introduced the cards to our passengers in the late 1970s to differentiate our service.

The cards have been provided only to our First Class customers since meal tray service ended in coach six years ago. Beginning February 1, 2012, however, we’ll be eliminating the cards entirely. This difficult decision was not made lightly. We believe it’s the right thing to do in order to respect the diverse religious beliefs and cultural attitudes of all our customers and employees.

Some of you enjoy the cards and associate them with our service. We also know some of you consider the cards to be a tradition that reflects your own spiritual beliefs. At the same time, we’ve heard from many of you who believe religion is inappropriate on an airplane, and some are offended when we hand out the cards. Religious beliefs are deeply personal and sharing them with others is an individual choice.

It’s important that everyone know that this decision does not change our core values nor our care for our customers. We’ll continue to distinguish ourselves through the pride and professionalism of our people on every flight and in our communities.

Our priority at Alaska is to fly our passengers to their destinations safely, on time and with their bags. We thank you for the opportunity to serve you and for the chance to demonstrate this commitment each time you fly with us.

Sincerely,

Bill Ayer
Chairman and CEO, Alaska Air Group

Brad Tilden
President, Alaska Airlines

The prayer cards have long been controversial, but what I find so interesting about this is that they think this warrants a lengthy email signed by both the President and Chairman/CEO. We’re talking about a little card on a tray. Yet, interestingly, the last time they substantially devalued their elite benefits (by adding fare restrictions to their confirmable upgrades), no email was sent out to members explaining the change.

Aside from the ridiculousness of the communication (in my opinion), what do you guys think about the change?
a) Dumb move, they shouldn’t deviate from their values
b) Smart move, a prayer card was offensive to many
c) Who the hell heavens cares?

Yesterday I posted about Alaska’s promotion offering double Mileage Plan miles for travel on Emirates between March 1 and May 31, 2012. Before I get too far into this post, let me say this post is simply intended to look at some of the more “fun” options for earning status, or at the very least paying for business/first class and getting a decent bit of value out of it.

Through this promotion they’re offering double miles for travel on Emirates, and it’s assumed that MVP Gold members will also receive the 100% elite mileage bonus for travel on Emirates. If you’re not an elite member with Alaska, it’s worth noting that they’ll typically status match mid-tier elites and above in other programs to MVP Gold status, so it’s not all that tough of a status level to attain.

Anyway, Emirates has some very reasonable premium cabin fares originating outside of the US that could earn you a ton of Alaska Mileage Plan miles during the double miles promotion. Of course positioning costs could negate the value of this, but if you’re thinking of vacationing somewhere anyway, it’s not quite as bad.

For example, take a look at this Cairo to Seattle business class fare on Emirates through Dubai:

When you do the math on that, that’s 17,856 flown miles. With the double miles promotion, that’s 35,712 miles. If you’re an MVP Gold member you get an additional 100% mileage bonus, for a total of 53,568 miles. Since this is paid business class you’re earning an additional 25% bonus miles, for a total of 58,032 redeemable miles and 22,320 elite qualifying miles (base miles plus 25%), nearly enough for MVP status.

Originating in Cairo is incredibly inconvenient, though I’ve been meaning to visit Egypt for a while, so I’d have to book an award ticket either way. I’m kind of tempted to pick up one of these fares, not just for the nearly 60,000 redeemable miles and MVP status, but also to try Emirates business class.

It’s also worth noting that since there’s an overnight in Dubai in both directions, Emirates will provide you with a complimentary room at the Le Meridien as a business class passenger.

More than anything else, though, I’m tempted to pick up a paid first class ticket out of Colombo, Sri Lanka, as outlined here. That offer is more lucrative than ever, now that you can actually credit miles flown on Emirates to a good frequent flyer program, not to mention earn double miles over the next few months.

Anyone else tempted?

Alaska has just announced that Emirates will be added as a Mileage Plan member as of March 1, 2012, the same day that Emirates starts daily service between Seattle and Dubai.

The earning rates are as follows:

Beginning March 1, 2012 Minimum 500 miles or; 50% of actual flight miles for Discount Economy (M, B, U, K, Q, L, T, V, X, H classes of service); 100% of actual flight miles for Full Fare Economy (Y, E, R, W classes of service) ; 125% of actual flight miles for Business Class (C, J, I classes of service) and 150% actual flight miles for First Class (F, A, P classes of service)

To qualify for mileage accrual, flights must must be marketed and operated by Emirates.

To ensure flight credit, the two letter airline code (EK) must precede the flight number (for example, EK XXXX) on your ticket receipt or boarding pass.

The earnings rates are actually pretty good, and you can even earn elite qualifying miles (which is rare for partner airlines). Just keep in mind that in order to earn miles you need to book an Emirates flight number and not a codeshare. I’ll actually be taking advantage of this, since Alaska is one of the few decent partners to which you can now credit Emirates flights. I’ll likely be flying Emirates first class soon from Colombo to Singapore to London, so I think I know where I’ll be crediting my miles.

But the really exciting news is at the bottom:

Redeeming Miles: Coming in late 2012

Up until last March, Continental was an Emirates partner, so it was possible to redeem miles for coach and business class on Emirates. United was also a partner until last May, and they even let you redeem for first class. Unfortunately both of those partnerships were discontinued. Now the only practical way to get an Emirates first class award is through JAL, which is a Starwood transfer partner. Their award chart for travel on Emirates can be found here.

Either way, Alaska being added as a partner is really exciting, given that it’s easier to accrue Alaska miles through credit cards promotions, etc., than it is to accrue JAL miles. Also, assuming the redemption rates are reasonable, this greatly increases the value of Alaska miles. I’m quite excited to see what the award chart looks like!

Alaska Airlines MVP Gold members currently receive four paper upgrade certificates per year which can be applied to any fare.

Well, as of the next elite year, MVP Gold members will receive four electronic upgrade certificates in place of the paper ones. There’s no doubt that’s easier and the old system was abused pretty heavily, though here’s the real kicker — they’ve added fare class restrictions. Previously any revenue fares could be upgraded, while now “G” and “T” class fares are excluded, which are the lowest fare classes.

Furthermore, all current paper upgrade certificates have to be redeemed by December 31, 2011.

That’s gotta sting at least a little bit…

Alaska Airlines has a pretty decent fare sale to Hawaii for tickets purchased through June 21 for travel between August 22 and October 31. Through the fare sale, tickets from the west coast are readily available for $360-400 all-in.

In and of itself that’s not earth shattering, though they’re also offering 25,000 bonus miles to new Mileage Plan members residing in Northern California that travel to Hawaii. So for a sub-$400 ticket from San Jose, Oakland, or Sacramento, you earn 25,000 bonus miles.

Add to that the fact that Alaska Airlines status matches most mid-tier elites to their MVP Gold level (which comes with four confirmable upgrade certificates), and you’re looking at a roundtrip first class ticket to Hawaii for under $400, plus about 35,000 Mileage Plan miles (the distance is about 2,500 miles in each direction, so 5,000 miles roundtrip, and that’s doubled for being an MVP Gold).

Not too shabby! I might just have to move to Northern California and fly Alaska Airlines first class to Hawaii for a weekend at the St. Regis Princeville thanks to Starwood’s very nice second quarter promotion.