Stealing a thread topic I found interesting over in the AA forum...

1. Add the ability to select preferred or premium class seating on AS saver fares--I always find it odd that, as a AS Platinum, I get more benefits on AA metal vs AS metal when flying on a saver (AS) or main cabin basic (AA) fare
2. Ability to use upgrade certificates on any fare except saver
3. Get rid of the newish baggage check machines that literally have doubled the time it takes to check a bag (sometimes longer when they are not working at all)--the old system of having the agents scan bags with tablets was light years faster

*Since I know it's a rather subjective issue, I didn't include anything about food (in this forum at least)--aren't y'all proud of PDXPremier??

Just add seatback IFE screens. It�s such a small difference that makes the whole flying experience so much better.

And before anyone chimes in with �bring your own device�, Starlink will definitely make this better, but even so it�s nice to be able to watch something (or even just the map) while also working on the computer. And because it�s inconvenient to use a laptop or a tablet during meal/drink service.

Agree. UA/DL are solidifying their places as the premium US carriers. AA/AS want to be premium, but stuff like no seatback IFE just isn't competitive.

The expectations of the wealthy boomers that fly with AS.

1. Hot towels in F
2. Bring back Woodford Reserve
3. Prayer Cards
4. Add boarding or deplaning music (other airlines have it)
5. 4 rows of F across entire fleet

*stealing an answer from the AA thread*

my job � if I found myself running AS, I�d sure question a lot of my decisions over a lot of years


*****************
on a serious note

Sitting on AS254 during boarding and there is most
definitely boarding music being played.

Replace the entire leadership team. I�ve never liked Ben et al.

I would change the things necessary to hit the metrics backing my bonus? /s

My wish list as a customer:

1. Seatback IFE like others have said. It's less claustrophobic than using a tablet/laptop, which makes it feel more premium for me. I agree the ability to work and have IFE simultaneously is nice.
2. Invest in technology. A couple years of roadmap is spelled out by simply replicating UA.
3. A stronger brand image for flight crew. The uniforms are generic, and competitors like DL really shine here IMO. Does this functionally move the needle for my in-flight experience? Probably not, but I think employees take pride in showing up when they look sharp and truly represent the brand beyond "unremarkable blue".

A year ago, I would have had "simplify MileagePlan earning on partners", but it turns out they do listen to us sometimes.

I forgot about #1...I agree... really annoying especially when traveling with my kids who have no desire to have the AS app on their phones. I would rather just hand them their paper boarding pass without having to ask an agent for one.

CEO of a publicly traded company is responsible for maximizing shareholder return, rather than address first-world wish list of FT elites.

Those are not diametrically opposed goals. Look at UA and DL, they do most of the things wished for here and make record profits for their shareholders. I know it's a crazy idea, but making your customers happy often has the result of making your company more money...

Essentially every other oneworld airline allows for blanket earning on oneworld-marketed, oneworld-operated flights -- Alaska is the only one that has specific flight number restrictions, which is extremely annoying (though I recognize that it's a holdover from pre-oneworld days, when Alaska had to negotiate individual agreements) and makes planning complex, multi-airline itineraries difficult. If Alaska is serious about being global, they need to get serious about codeshares lol

1) The ability to book an award fare and paid fare in same reservation (often times my wife will accompany me on a work trip)
2) Up to 8 premium class complimentary seats at booking like United offers
3) Ability to extend elite benefits to others in your reservation by linking PNRs (United has this now and it allows me to move my family into better seats without calling the 1K desk)
4) WAY more AA inventory to book with AS miles. I don't mind even paying a premium in miles, I just want to be book RDM-PHX any time through AS website as an example
5) Include Titaniums in pre-boarding, even before first class (like United does with GS, Disability, Families with under 2, 1K, then they go to group 1 which includes first class)

1. Allow the airport check-in machines to print paper boarding passes for free.
2. Train customer facing employees how to use the computer systems, not just go by whatever the iPad or reservation system overlay says without actually thinking about the situation. This was apparent 15-20 years ago when AS agents didn't know how to manually request award seats from partners, but DL agents, especially those at the PMNW "Iron Range" call center in Chisholm, MN, knew how to request their systems to do most anything.
3. Restore the credit card baggage fee waiver to where it was applicable to any AS flight regardless of payment method. It is annoying to have to explain that using a gift card or flight voucher, let alone traveling on business travel or booking via a third party, does not qualify one for a free bag. There are also cases where the system will not give those traveling on an AS-issued award ticket a free checked bag even when the ticket was paid for with the AS Visa.
4. Allow free seat selection on saver fares at T-24. Air Canada apparently allows this.
5. Figure out what to do at PAE to allow more connections to destinations not served nonstop and spread out the flights so three 737 flights aren't landing and taxing off at around the same time, which overloads the terminal and creates extremely long lines for the restrooms.
6. Allow more flexibility with co-terminals or flights on other airlines when IROPS messes up flights to cities served only 1-2 times a day. It's cool to be able to fly to YYZ/PIT/CLE/CMH/CVG/IND/DTW/CHS/RDU/AUS/SAT nonstop, but any flight delays or cancellations really mess up getting to/from those cities if AS isn't able to rebook onto AA/DL/UA and doesn't have any other flights to those cities. Other airlines will at least consider requests to consider rebooking the passenger into an airport up to 3 hours away at the passenger's request.

TL;DR:
7. Many FTers remember a time when AS was a much smaller airline which made up for its operational limitations by hiring friendly people who were empowered to use their best judgement when making things right for the customer (WN did this too, though it's often referred to as the Nordstrom or Costco approach to customer service). Yes, AS had its quirks like carpet on the bulkhead walls, prayer cards with first class meals, only serving Jones Soda on flights, customer service which was only open from 5:00 am-midnight Pacific, free beer and wine on all-coach flights, as well as brand ambassadors Clark and Lewis, Tim the Moose, Jenn, and Chester, but it really felt like you were flying the airline which embodied the spirit of Alaska, Washington, and other western states.