2017.03.2306:01:00UTC+00Alaska Airlines to drop Virgin America brand in 2019

Three months after finishing a $2.6-billion acquisition of Virgin America, Alaska Airlines on Wednesday announced that it will drop the Virgin America brand in 2019.

Alaska Airlines Vice President of Marketing Sangita Woerne said, "While the Virgin America name is beloved to many, we concluded that to be successful on the West Coast we had to do so under one name -- for consistency and efficiency, and to allow us to continue to deliver low fares."

Alaska said it won't get rid of Virgin America's signature amenities, including enhanced in-flight entertainment and cabin lighting that changes color.