Alaska Airlines to offer Saver Fare as a 'more generous' product compared to industry standard

Alaska Airlines MD for marketing and advertising Natalie Bowman stated the airline plans to offer a Saver Fare product that is "more generous" compared to its competitors' basic economy fares (Business Insider, 18-Sep-2018). With a Saver Fare, passengers will be able to earn miles and bring a carry-on bag for free. She added: "It boils down to transparency and communication during the purchase flow. When someone is purchasing a Saver Fare, it will be very clear throughout the process of what they are buying and the restrictions that apply". Ms Bowman said the airline noticed its competitors "maybe didn't put as much focus on" ensuring gate agents were fully educated in how to explain the ticket offering, "so that expectations are managed".