21A

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

tonei

Yep, it's part of the branding refresh. Travel Codex mentioned it in January:
http://www.travelcodex.com/2016/01/t...aska-airlines/

rustykettel

To

rustykettel

To be replaced with confusion with the Alaska Lodge, at least in SEA.

eponymous_coward

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...

jerry a. laska

Also see:
http://www.flyertalk.com/forum/26080716-post119.html

martonikaj

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.

CDKing

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

AKLifetimeFlyer

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.

AKCuisine

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.


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.

martonikaj

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.

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

PV_Premier

if it were actually that, i wouldn't have spent the last 10 months wavering about whether or not to join...sign me up!

beckoa

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.

Kufat

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?

airbornedaddy

Hear hear!

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