Before Courtney Miller and I started Cranky Network Weekly, we batted around a few ideas including an analysis company we were calling Contrairy. We never went forward with the plan, but back in October 2019 we did put together a sample analysis called “Strategic Options for Alaska Airlines: Buy or Get Bought – We Suggest Buy.”
In that report, we argued against the conventional wisdom that Alaska should merge with JetBlue. Instead, we both drooled over a combined Alaska and Hawaiian. That is now happening, with Alaska buying Hawaiian for just under $2 billion.
I was skeptical about the Alaska/Virgin America merger, especially considering the price tag. But Alaska and Hawaiian? I love this so much.
What we wrote in the report stands today, but there is even… *cough*… more to love. I’ll have a second post tomorrow with more current thoughts. But for today, you can read through the report below (or click here) and see just what it is we liked — and still like — about this plan.