Board Room => Alaska Lounge?

Old Apr 22, 16, 7:00 pm
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Board Room => Alaska Lounge?

page A3 of this month's magazine: "The Alaska Lounge is your sanctuary." Also listed that way on the terminal maps. A rebranding to come?

http://www.paradigmcg.com/digitaleditions/abm-0416/html5/index.html?page=191&server=

http://www.alaskaair.com/lounge redirects to
https://www.alaskaair.com/content/gifts-and-products/board-room/board-room-airport-lounge.aspx
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Old Apr 22, 16, 7:10 pm
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Yep, it's part of the branding refresh. Travel Codex mentioned it in January:
Finally, the Board Room is going away! I received different explanations, ranging from “the name is too long” to “it doesn’t reflect our message” to “customers think it’s for business meetings.” The new name will be the Alaska Lounge.
http://www.travelcodex.com/2016/01/t...aska-airlines/
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Old Apr 22, 16, 7:19 pm
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Originally Posted by tonei View Post
Yep, it's part of the branding refresh. Travel Codex mentioned it in January:


http://www.travelcodex.com/2016/01/t...aska-airlines/
To
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Old Apr 22, 16, 7:25 pm
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To be replaced with confusion with the Alaska Lodge, at least in SEA.
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Old Apr 22, 16, 7:50 pm
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Does this mean we'll have to change this thread?

http://www.flyertalk.com/forum/alask...ored-room.html



I guess the Bored Room™ licensing fees to Eastbay1K, much like the VX licensing fees to SRB, got to be too much...
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Old Apr 22, 16, 8:25 pm
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Old Apr 22, 16, 10:43 pm
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Although "Alaska Lounge" isn't exactly the most inventive name ever, it sure makes a lot more sense than "Board Room" to me. I have a feeling a lot of people think of a Board Room as being something where only business travelers hang out ... surely Alaska wants to target more people than that.
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Old Apr 22, 16, 10:54 pm
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Originally Posted by martonikaj View Post
surely Alaska wants to target more people than that.
I doubt it. Other than the business travelers and the die hard FTer's, no one else really gives a crap about lounges so i don't think it really matters what its called
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Old Apr 23, 16, 2:38 am
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That sucks. I liked the term Boardroom. I probably will keep calling it that and not use "Alaska Lounge" which sounds like a seedy strip club name.
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Old Apr 23, 16, 8:36 am
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Originally Posted by CDKing View Post
I doubt it. Other than the business travelers and the die hard FTer's, no one else really gives a crap about lounges so i don't think it really matters what its called
Maybe that's true in some areas, but I think you'll find a lot of leisure travelers from Alaska who are lounge members. Remember, in general, our population flies far more often than what would be typical for people from the Lower 48, and Alaskans are generally more aviation focused.

The ANC Board Room in particular - and SEA to a certain extent - has very different demographics throughout the day than what you would find in other airline lounges. Come to think of it, it seems like all of the AS BRs have a slightly different clientele than what I've seen in lounges that are run by American, Delta or United - those seem to have more business travelers, more "suits" than Alaska.


Originally Posted by AKLifetimeFlyer View Post
That sucks. I liked the term Boardroom. I probably will keep calling it that and not use "Alaska Lounge" which sounds like a seedy strip club name.
This made me laugh ... Now I'm going to find it difficult to not get a visual image of a seedy, windowless spot in Spenard when I hear the term "Alaska Lounge."

Reality? Most of us old-timers will probably still call it the Board Room. Old habits can be difficult to break.
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Old Apr 23, 16, 4:07 pm
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Originally Posted by CDKing View Post
I doubt it. Other than the business travelers and the die hard FTer's, no one else really gives a crap about lounges so i don't think it really matters what its called
I don't see why it's at all advantageous to keep your lounge from being appealing to the broadest number of travelers. Even though yes the lounge is only used by a very small % of Alaska's customers, you still want to be able to use that lounge as a selling point for people to potentially fly in F or buy a day pass when they have a layover or delayed/canceled flight.

And it could be just the times I'm in there, but I see what seems to be a pretty diverse set of travelers in the Board Rooms. Sure there are lots of single business types in there, as there are in every airport lounge, but also lots of couples (especially older folks) and even parents with young children sometimes.

Honestly I think the best thing that any airline can do is make its lounges feel like they're a little more accessible. Sure there's some benefit of having them feel exclusive and all, but that doesn't mean it has to feel stuffy and businesslike with a name like "Board Room" attached.

Originally Posted by AKLifetimeFlyer View Post
That sucks. I liked the term Boardroom. I probably will keep calling it that and not use "Alaska Lounge" which sounds like a seedy strip club name.
Ha! I do agree the name is a bit uninspired compared to something like the "British Airways Galleries Lounge," "Delta Sky Club" or "American Airlines Admirals Club" ... but not sure how many will make the same association that you have
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Old Apr 23, 16, 8:55 pm
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Originally Posted by AKLifetimeFlyer View Post
sounds like a seedy strip club name.
if it were actually that, i wouldn't have spent the last 10 months wavering about whether or not to join...sign me up!
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Old Apr 25, 16, 2:44 am
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Originally Posted by martonikaj View Post
Ha! I do agree the name is a bit uninspired compared to something like the "British Airways Galleries Lounge," "Delta Sky Club" or "American Airlines Admirals Club" ... but not sure how many will make the same association that you have
ahem... Delta Crown Room

I'm going to miss the BR name. And I'll still call it that of course

Hopefully AS has an about face on this one.
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Old Apr 25, 16, 9:55 am
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The Alaska lounge is the Alaska Lounge, the Alaska mileage plan is Mileage Plan, and when you're in the air, their signature fruit and cheese platter is the Signature Fruit and Cheese Platter.

Who needs fancy names?
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Old Apr 27, 16, 3:55 pm
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Originally Posted by Kufat View Post
The Alaska lounge is the Alaska Lounge, the Alaska mileage plan is Mileage Plan, and when you're in the air, their signature fruit and cheese platter is the Signature Fruit and Cheese Platter.

Who needs fancy names?
Hear hear!

-AD
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