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Pada tahun yang sama, Alaska Airlines juga menyewa [[Menzies Aviation]], untuk dapat menyediakan pegawai, terutama di bagian penanganan bagasi.<ref name=Stranger>{{cite news | last = | first = | title =Runway End Run | newspaper =The Stranger | location =Seattle, United States | pages = | publisher =| date =May 29, 2013 | url =http://www.thestranger.com/seattle/runway-end-run/Content?oid=16898036 | accessdate = May 30, 2013}}</ref> Tetapi, penyewaan ini lalu terbukti melanggar perjanjian yang telah dibuat oleh Alaska dengan serikat pekerjanya pada tahun 2008, dan pegawai sewaan ini malah merusak pesawat Alaska sehingga penghematan yang didapat, tidak jauh berbeda dengan biaya perbaikan pesawatnya.<ref>[http://seattletimes.com/html/businesstechnology/2008098978_alaska08.html Arbitrator rules Alaska Airlines broke union contract when it outsourced baggage handling]. The Seattle Times. August 8, 2008. Retrieved September 27, 2013.</ref><ref>[http://seattletimes.com/html/localnews/2013327097_alaska03m.html 2 tarmac workers fired over bumping of jets at Sea-Tac]. The Seattle Times. November 2, 2010. Retrieved September 27, 2013.</ref> Pegawai Menzies juga terkenal akan reputasinya yang pernah mencuri isi bagasi penumpang pada tahun 2007.<ref>[http://seattletimes.com/html/localnews/2003571143_baggage14m0.html 2 airport workers arrested in thefts from fliers' bags]. The Seattle Times. February 14, 2007. Retrieved September 27, 2013.</ref>
 
Pada bulan Februari 2007, Alaska Airlines memperkenalkan dua unit Boeing 737–400 Combi untuk menggantikan [[Boeing 737#737-200|Boeing 737–200 Combi]] miliknya. [[pesawat terbang kombi|Pesawat kombi]] baru ini dapat mengangkut 20% lebih banyak penumpang dan kargo daripada pendahulunya, yakni empat palet kargo dan 72 orang penumpang. Saat diperkenalkan pada tahun 1992, 737-400 ini adalah pesawat penumpang, namun akhirnya diganti menjadi pesawat kombi oleh Pemco Air Services. Pemco Air Services juga mengganti Boeing 737-400F (khusus kargo) milik Alaska, menjadi pesawat kombi.<ref name="2 B734 combis introduced">{{cite web|title=Alaska Airlines Introduces Two 737-400 "Combi" Aircraft to Fleet|url=http://splash.alaskasworld.com/Newsroom/ASNews/ASstories/AS_20070201_080133.asp|accessdate=October 25, 2011|date=February 1, 2007|publisher=[[Alaska Air Group]]|archive-date=2016-05-30|archive-url=https://web.archive.org/web/20160530105122/http://splash.alaskasworld.com/Newsroom/ASNews/ASstories/AS_20070201_080133.asp|dead-url=yes}}</ref>
 
[[Berkas:Alaska Airlines Boeing 737, Anchorage Airport.jpg|jmpl|kiri|[[Boeing 737#737-400|Boeing 737–400]] Combi milik Alaska Airlines di [[Bandar Udara Internasional Ted Stevens Anchorage|Bandara Ted Stevens Anchorage]].]]
 
Pada tanggal 9 September 2007, Alaska Airlines meluncurkan rute baru dari Portland ke Boston.<ref name="portland-orlando; portland-boston">{{cite web|title=Alaska Airlines Launches Daily Nonstop Portland-Orlando, Portland-Boston Service|url=http://splash.alaskasworld.com/Newsroom/ASNews/ASstories/AS_20070907_080354.asp|publisher=[[Alaska Air Group]]|accessdate=October 25, 2011|date=September 7, 2007|archive-date=2016-05-14|archive-url=https://web.archive.org/web/20160514041235/http://splash.alaskasworld.com/Newsroom/ASNews/ASstories/AS_20070907_080354.asp|dead-url=yes}}</ref> Pada tanggal 12 Oktober 2007, Alaska mulai terbang ke Hawaii dengan membuka rute baru ke [[Honolulu]] dari Seattle. Rute Seattle-[[Kauai, Hawaii|Kauai]] juga dibuka pada tanggal 28 Oktober 2007, serta rute Anchorage-Honolulu yang dibuka tanggal 6 Desember 2007.<ref name=Hawaii-service-begins>{{cite web|title=Alaska Airlines Inagurates Service to Hawaii|url=http://splash.alaskasworld.com/Newsroom/ASNews/ASstories/AS_20071012_095854.asp|publisher=Alaska Airlines|accessdate=July 12, 2012|date=October 12, 2007|archive-date=2016-05-14|archive-url=https://web.archive.org/web/20160514052053/http://splash.alaskasworld.com/Newsroom/ASNews/ASstories/AS_20071012_095854.asp|dead-url=yes}}</ref>
 
Pada tanggal 26 Oktober 2008, Alaska juga meluncurkan rute baru dari [[Bandar Udara Internasional Seattle-Tacoma|Seattle]] ke [[Bandar Udara Internasional Minneapolis-Saint Paul|Minneapolis-Saint Paul]].<ref name=Minneapolis-StPaul>{{cite web|title=Alaska Airlines Links Seattle-Minneapolis St. Paul|url=http://splash.alaskasworld.com/Newsroom/ASNews/ASstories/AS_20081026_080517.asp|publisher=Alaska Airlines|accessdate=July 12, 2012|date=October 26, 2008|archive-date=2016-05-14|archive-url=https://web.archive.org/web/20160514035738/http://splash.alaskasworld.com/Newsroom/ASNews/ASstories/AS_20081026_080517.asp|dead-url=yes}}</ref> Pada tanggal 3 Agustus 2009, Alaska juga membuka rute baru dari Seattle ke [[Austin, Texas|Austin]].<ref name="Austin, TX flights begin">{{cite web|title=Alaska Airlines Expands Texas Service With Seattle-Austin Flights Starting Today|url=http://splash.alaskasworld.com/Newsroom/ASNews/ASstories/AS_20090803_081337.asp|publisher=Alaska Airlines|accessdate=July 12, 2012|date=August 3, 2009|archive-date=2016-05-14|archive-url=https://web.archive.org/web/20160514034347/http://splash.alaskasworld.com/Newsroom/ASNews/ASstories/AS_20090803_081337.asp|dead-url=yes}}</ref> Pada tanggal 23 September 2009, Alaska juga membuka rute baru dari Seattle ke [[Bandar Udara Interkontinental Houston|Houston]].<ref name=Houston>{{cite web|title=Alaska Airlines Launches Daily Service Between Houston and Seattle|url=http://splash.alaskasworld.com/Newsroom/ASNews/ASstories/AS_20090923_050443.asp|publisher=Alaska Airlines|accessdate=July 12, 2012|date=September 23, 2009|archive-date=2016-05-14|archive-url=https://web.archive.org/web/20160514045625/http://splash.alaskasworld.com/Newsroom/ASNews/ASstories/AS_20090923_050443.asp|dead-url=yes}}</ref> dan dari Seattle ke [[Bandar Udara Internasional Hartsfield-Jackson Atlanta|Atlanta]] pada tanggal 23 Oktober 2009.<ref>{{cite web|title=Alaska Airlines Launches Daily Service Between Seattle-Atlanta|url=http://splash.alaskasworld.com/Newsroom/ASNews/ASstories/AS_20091023_073746.asp|publisher=Alaska Airlines|accessdate=July 12, 2012|archive-date=2016-05-30|archive-url=https://web.archive.org/web/20160530093412/http://splash.alaskasworld.com/Newsroom/ASNews/ASstories/AS_20091023_073746.asp|dead-url=yes}}</ref>
 
=== 2010an ===
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Pada bulan Maret 2010, Alaska Airlines membuka rute baru dari [[San Jose, California]] ke Kahului dan Kona, Hawaii, serta dari [[Sacramento, California]] ke Kahului, Hawaii.<ref name="new Hawaii service_announced Nov 2009">{{cite web |url=http://phx.corporate-ir.net/phoenix.zhtml?c=109361&p=irol-newsArticle&ID=1353501&highlight= |title=Alaska Airlines Announces New Hawaii Flights From Sacramento and San Jose |work=Alaska Air Group Investor Information – News Release |publisher=Phx.corporate-ir.net |accessdate=August 22, 2011 |archive-date=2015-05-13 |archive-url=https://web.archive.org/web/20150513004505/http://phx.corporate-ir.net/phoenix.zhtml?c=109361&p=irol-newsArticle&ID=1353501&highlight= |dead-url=yes }}</ref>
 
Pada tanggal 27 September 2010, Alaska Airlines membuka rute baru dari Seattle ke [[Bandar Udara Internasional Lambert-Saint Louis|Bandara Lambert-St. Louis]].<ref name="St Louis announced">{{cite news|title= Alaska Air To Add Saint Louis Service|first= Ben|last= Mutzabaugh|publisher= USA Today|date= June 17, 2010|url= http://travel.usatoday.com/flights/post/2010/06/alaska-air-to-add-st-louis-service/97086/1|archiveurl= https://www.webcitation.org/69cIb3NfX?url=http://travel.usatoday.com/flights/post/2010/06/alaska-air-to-add-st-louis-service/97086/1|archivedate= 2012-08-02|accessdate= August 2, 2012|dead-url= no}}</ref><ref name="St. Louis begins">{{cite web|title=Alaska Airlines Begins Seattle-St. Louis Service|url=http://splash.alaskasworld.com/Newsroom/ASNews/ASstories/AS_20100927_075725.asp|publisher=Alaska Airlines|accessdate=August 3, 2012|date=September 27, 2010|archive-date=2016-06-01|archive-url=https://web.archive.org/web/20160601045902/http://splash.alaskasworld.com/Newsroom/ASNews/ASstories/AS_20100927_075725.asp|dead-url=yes}}</ref>
 
Pada tanggal 23 Agustus 2010, Alaska Air Group mengumumkan keputusannya untuk menyerahkan urusan pemilihan rute dan strategi pemasaran Horizon ke Alaska Airlines mulai awal tahun 2011. Sehingga seluruh pendapatan Horizon akan langsung dikirim ke Alaska, dan biaya operasional Horizon juga akan ditanggung oleh Alaska Airlines.<ref>{{cite web|title=Horizon Air Changes Business Model|url=http://www.aviationweek.com/aw/generic/story_generic.jsp?channel=aviationdaily&id=news/avd/2010/08/23/08.xml&headline=Horizon%20Air%20Changes%20Business%20Model|publisher=Aviation Week|accessdate=August 26, 2010|date=August 23, 2010}}</ref> Lebih lanjut, Alaska ternyata memutuskan untuk menghapus merek Horizon, dan seluruh pesawat Horizon pun dicat ulang sehingga menggunakan ''livery'' khas Alaska. Walaupun begitu, seluruh rute Horizon tetap dipertahankan oleh Alaska.<ref>{{cite news | last = Mutzabaugh | first = Ben | url = http://travel.usatoday.com/flights/post/2011/01/horizon-air-alaska/140151/1 | title = Horizon Air to 'retire its public brand' in favor of Alaska Air | date = January 26, 2011 | accessdate =December 13, 2011 |work=USA Today }}</ref>
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Pada tahun 2010, Alaska berhasil mencatatkan keuntungan sebesar $251,1 juta, meningkat dari tahun sebelumnya yang hanya $121,6 juta.<ref name="record profit, 737 order" /> Pada tahun yang sama, Alaska juga berhasil menempati peringkat pertama sebagai maskapai paling efisien di Amerika Serikat.<ref>{{cite web|url=http://www.theicct.org/us-domestic-airline-fuel-efficiency-ranking-2010|title=U.S. domestic airline fuel efficiency ranking, 2010|author=International Council on Clean Transportation|work=theicct.org|accessdate=April 3, 2015}}</ref>
 
Pada tahun 2011, Alaska Airlines bermitra dengan Boeing dan [[Fujitsu]] untuk dapat menjadi maskapai pertama yang memakai teknologi baru bernama ''Component Management Optimization'', yang dapat menyederhanakan proses pengecekan komponen pesawat. Dengan teknologi ini, mekanik dapat mengecek usia suatu komponen dengan mengarahkan alat pindainya ke [[Radio-frequency identification|RFID]] yang terpasang di komponen tersebut, sehingga proses perawatan pesawat dapat dilakukan lebih cepat.<ref>{{cite web|title=Using radio frequency to inspect airplanes (Video)|url=http://www.boeing.com/Features/2011/05/bca_radio_frequency_05_17_11.html|publisher=Boeing|accessdate=May 19, 2011|date=May 17, 2011}}</ref> Pada pertengahan tahun 2011, Alaska juga membekali seluruh penerbangnya dengan [[iPad]] untuk menggantikan buku petunjuk penerbangan yang beratnya mencapai 12 kilogram. Alaska Airlines adalah maskapai pertama yang melakukan ini. Alaska juga mempertimbangkan untuk menggunakan iPad untuk menampilkan [[diagram aeronautik]].<ref name=ipads>{{cite web|title=Alaska Airlines Pilots Go Lean and Green with iPads|url=http://splash.alaskasworld.com/Newsroom/ASNews/ASstories/AS_20110527_082430.asp|publisher=Alaska Air Group|accessdate=May 28, 2011|date=May 27, 2011|archive-date=2016-04-16|archive-url=https://web.archive.org/web/20160416004910/http://splash.alaskasworld.com/Newsroom/ASNews/ASstories/AS_20110527_082430.asp|dead-url=yes}}</ref>
 
Pada bulan November 2011, Alaska Airlines mengoperasikan 75 penerbangan dengan menggunakan 20 persen [[biofuel]] yang terbuat dari minyak goreng bekas, yang telah memenuhi standar internasional.<ref name=75BiofuelFlights_Nov2011>{{cite news|title= Alaska Airlines to Operate 75 Flights from Seattle Using Biofuel|date= November 7, 2011|url= http://www.travelpulse.com/alaska-airlines-to-operate-75-flights-from-seattle-using-biofuel.html|accessdate= August 2, 2012|archive-date= 2012-04-06|archive-url= https://web.archive.org/web/20120406023737/http://www.travelpulse.com/alaska-airlines-to-operate-75-flights-from-seattle-using-biofuel.html|dead-url= yes}}</ref>
 
Pada tanggal 16 Februari 2012, CEO Alaska Airlines, [[Bill Ayer]] resmi pensiun. Presiden Alaska, [[Brad Tilden]] pun resmi menjadi CEO baru pada tanggal 15 Mei 2012.<ref name="Bill Ayer retires-ST">{{cite news|last=Gates|first=Dominic|title=Brad Tilden new Alaska Air CEO as Bill Ayer announces retirement|url=http://seattletimes.nwsource.com/html/businesstechnology/2017522217_alaskaceo17.html|accessdate=March 4, 2012|newspaper=The Seattle Times|date=February 16, 2012}}</ref>
 
Pada tanggal 9 Maret 2012, Alaska Airlines membuka rute baru dari Seattle ke Kansas City<ref name="Kansas City service begins">{{cite web|title=Alaska Airlines Inaugurates Nonstop Service Between Seattle and Kansas City, Mo.|url=http://splash.alaskasworld.com/Newsroom/ASNews/ASstories/AS_20120309_064627.asp|publisher=Alaska Airlines|accessdate=August 3, 2012|date=March 9, 2012|archive-date=2016-06-01|archive-url=https://web.archive.org/web/20160601094941/http://splash.alaskasworld.com/Newsroom/ASNews/ASstories/AS_20120309_064627.asp|dead-url=yes}}</ref> dan pada tanggal 11 Juni 2012, Alaska juga membuka rute baru ke Philadelphia.<ref name="Philadelphia begins">{{cite press release|title=Alaska Airlines Inaugurates Daily Flights Between Seattle and Philadelphia|url=http://splash.alaskasworld.com/Newsroom/ASNews/ASstories/AS_20120611_045639.asp|accessdate=August 3, 2012|publisher=Alaska Airlines|date=June 11, 2012}} {{Webarchive|url=https://web.archive.org/web/20160601091837/http://splash.alaskasworld.com/Newsroom/ASNews/ASstories/AS_20120611_045639.asp |date=2016-06-01 }}</ref> Penerbangan Alaska dari Seattle ke Miami ditutup pada tanggal 15 Juli 2012, tetapi penerbangan ke [[Fort Lauderdale]], dekat Miami dibuka pada keesokan harinya.<ref name="Ft. Lauderdale begins, Miami ends">{{cite web|title=Alaska Airlines Launches Daily Service Between Seattle and Fort Lauderdale, Fla.|url=http://splash.alaskasworld.com/Newsroom/ASNews/ASstories/AS_20120717_061506.asp|publisher=Alaska Airlines|accessdate=August 3, 2012|date=July 17, 2012|archive-date=2016-06-01|archive-url=https://web.archive.org/web/20160601091032/http://splash.alaskasworld.com/Newsroom/ASNews/ASstories/AS_20120717_061506.asp|dead-url=yes}}</ref> Pada tanggal 17 September 2012, Alaska juga membuka rute baru ke San Antonio.<ref name="San Antonio">{{cite web|title=Alaska Airlines Inagurates Daily Service Between Seattle and San Antonio, Texas|url=http://splash.alaskasworld.com/Newsroom/ASNews/ASstories/AS_20120917_065528.asp|publisher=Alaska Airlines|accessdate=October 17, 2012|date=September 17, 2012|archive-date=2016-06-01|archive-url=https://web.archive.org/web/20160601092738/http://splash.alaskasworld.com/Newsroom/ASNews/ASstories/AS_20120917_065528.asp|dead-url=yes}}</ref> Alaska Airlines juga membuka rute baru dari San Diego ke Orlando pada tanggal 11 Oktober 2012.<ref name="San Diego-Orlando service announced">{{cite news|last= Mutzabaugh|first= Ben|title= Alaska Air adds Orlando to growing San Diego route map|publisher= USA Today|date= June 1, 2012|url= http://travel.usatoday.com/flights/post/2012/06/alaska-airlines-san-diego/706044/1|archiveurl= https://www.webcitation.org/69cFmMpw0?url=http://travel.usatoday.com/flights/post/2012/06/alaska-airlines-san-diego/706044/1|archivedate= 2012-08-02|accessdate= August 2, 2012|dead-url= no}}</ref><ref name="San Diego-Orlando service begins">{{cite press release|title=Alaska Airlines Begins Nonstop Service Between San Diego and Orlando, Fla.|url=http://splash.alaskasworld.com/Newsroom/ASNews/ASstories/AS_20121012_065520.asp|publisher=Alaska Airlines|accessdate=October 17, 2012|date=October 12, 2012}} {{Webarchive|url=https://web.archive.org/web/20160601090616/http://splash.alaskasworld.com/Newsroom/ASNews/ASstories/AS_20121012_065520.asp |date=2016-06-01 }}</ref>
 
Pada bulan Oktober 2012, Alaska memesan 50 unit Boeing 737 senilai total {{US$|5}} milliar. Pesanan ini terdiri atas 20 unit [[Boeing 737 MAX|Boeing 737 MAX 8]], 17 unit [[Boeing 737 MAX|Boeing 737 MAX 9]], dan 13 unit [[Boeing 737-900ER]].<ref name="Alaska Airlines places $5 billion 737, MAX order"/><ref name="AS 50 B737 order_Flightglobal">{{cite news|title= Alaska orders 50 Boeing 737s in $5 billion deal|first= Dominic|last= Perry|location= [[London]]|publisher= [[Flightglobal]]|date= October 11, 2012|url= http://www.flightglobal.com/news/articles/alaska-orders-50-boeing-737s-in-5-billion-deal-377561/|archiveurl= https://www.webcitation.org/6BLPoZ1qw?url=http://www.flightglobal.com/news/articles/alaska-orders-50-boeing-737s-in-5-billion-deal-377561/|archivedate= 2012-10-11|accessdate= October 12, 2012|dead-url= no}}</ref><ref name="AS 50 B737 order_Boeing Press release">{{cite web|title= Boeing, Alaska Airlines Announce Order for 737 MAXs and Next Generation 737s|publisher= Boeing|date= October 11, 2012|url= http://boeing.mediaroom.com/index.php?s=43&item=2447|archiveurl= http://www.webcitation.org/6BLNhCKpT|accessdate= October 11, 2012|archivedate= October 11, 2012}}</ref>
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Alaska Airlines juga mengumumkan pembukaan tiga rute baru dari Seattle, yakni ke Charleston, Nashville, dan Raleigh-Durham mulai akhir tahun 2015 dengan mengunakan Boeing 737 miliknya. Alaska juga mulai melayani rute dari Los Angeles ke Baltimore-Washington pada tanggal 9 September 2015.<ref>http://www.alaskaair.com/content/cities/flights-from/los-angeles/to-baltimore.aspx?terms=true</ref>
 
Pada tanggal 25 Januari 2016, Alaska Airlines memperkenalkan logo dan ''livery'' baru untuk pertama kalinya dalam 25 tahun terakhir.<ref>{{cite press release |date=January 25, 2016 |title=Alaska Airlines Unveils First Major Brand Change in 25 Years |url=http://splash.alaskasworld.com/Newsroom/ASNews/ASstories/AS_20160125_152633.asp |publisher=Alaska Airlines |accessdate=January 25, 2016 }} {{Webarchive|url=https://web.archive.org/web/20160406224022/http://splash.alaskasworld.com/Newsroom/ASNews/ASstories/AS_20160125_152633.asp |date=2016-04-06 }}</ref><ref>{{cite news |last=Baskas |first=Harriet |date=January 25, 2016 |title=Alaska Airlines’ iconic Eskimo gets a makeover |url=http://www.usatoday.com/story/travel/flights/todayinthesky/2016/01/25/alaska-airlines-iconic-eskimo-gets-makeover/79312536/ |publisher=[[USA Today]] |accessdate=January 25, 2016}}</ref><ref>{{cite news |last=Gates |first=Dominic |date=January 25, 2016 |title=Alaska Air adds splash of color to its familiar look |url=http://www.seattletimes.com/business/boeing-aerospace/alaska-air-adds-splash-of-color-to-its-familiar-look/ |newspaper=The Seattle Times |accessdate=January 25, 2016}}</ref>▼
Pada tanggal 25 Januari 2016, Alaska Airlines memperkenalkan logo dan ''livery'' baru untuk pertama kalinya dalam 25 tahun terakhir.<ref>{{cite press release |date=January 25, 2016 |title=
▲Alaska Airlines Unveils First Major Brand Change in 25 Years |url=http://splash.alaskasworld.com/Newsroom/ASNews/ASstories/AS_20160125_152633.asp |publisher=Alaska Airlines |accessdate=January 25, 2016}}</ref><ref>{{cite news |last=Baskas |first=Harriet |date=January 25, 2016 |title=Alaska Airlines’ iconic Eskimo gets a makeover |url=http://www.usatoday.com/story/travel/flights/todayinthesky/2016/01/25/alaska-airlines-iconic-eskimo-gets-makeover/79312536/ |publisher=[[USA Today]] |accessdate=January 25, 2016}}</ref><ref>{{cite news |last=Gates |first=Dominic |date=January 25, 2016 |title=Alaska Air adds splash of color to its familiar look |url=http://www.seattletimes.com/business/boeing-aerospace/alaska-air-adds-splash-of-color-to-its-familiar-look/ |newspaper=The Seattle Times |accessdate=January 25, 2016}}</ref>
 
Pada tanggal 4 April 2016, [[Alaska Air Group]] mengumumkan rencananya untuk mengakuisisi [[Virgin America]] denga harga sekitar $2,6 milliar. Akuisisi ini diharapkan selesai pada tanggal 1 Januari 2017.<ref name="BBC">{{cite news|title=Alaska Air to acquire Virgin America in $4bn deal|url=http://www.bbc.co.uk/news/business-35960128|accessdate=April 4, 2016|publisher=BBC News|date=April 4, 2016}}</ref> Alaska Air Group juga akan tetap mengakui [[program penumpang setia]] Virgin, tanpa ada syarat tertentu. Pemegang saham Virgin pun harus tetap mengadakan pemungutan suara untuk menyikapi rencana akusisi ini.<ref>http://abcnews.go.com/Business/virgin-america-alaska-air-merger/story?id=38143131</ref>
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