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Alaska Airlines to Reward Christmas Sweater Wearers with Priority Boarding

The one-day offer is part of Alaska's plans to bring festive joy to its passengers this holiday period

by Fergus Cole

December 13, 2023

Photo: Courtesy of Alaska Airlines

Alaska Airlines is offering a fun and festive opportunity for passengers traveling on Friday, December 15. In celebration of National Holiday Sweater Day in the U.S., passengers who turn up to their flight wearing a Christmas sweater will have the chance to board after First Class passengers, Mileage Plan status holders, and those who need extra assistance.

This temporary change to the boarding policy aims to bring extra festive joy to passengers in the run-up to Christmas. However, wearing a Christmas sweater will not guarantee passengers will board before everyone else. The airline wants to ensure its priority boarding policy remains fair and consistent for all passengers.

Photo: Courtesy of Alaska Airlines

The one-day-only scheme is also helping Alaska Airlines promote its very own Holiday Sweaters, which it has been producing for the last six years. This year’s sweater from Alaska features snowflakes and Christmas trees in a typically bold and festive design. Its dark and light blue colors closely match the airline’s branding, with the carrier’s logo sitting prominently on the chest.

Alaska’s Holiday Sweater was also produced with sustainability in mind, having been made with 70% recycled post-consumer polyester. It can be purchased online at Alaska’s Company Store website or in person at its company store in Seattle. It can currently be purchased for just $42 online.

Photo: Courtesy of Alaska Airlines

“This holiday season, we celebrate the beauty of family traditions, both cherished and new,” said Alaska Airlines in a press release. “Just as we have embraced the festive tradition of our holiday sweater for six years, we’re thrilled to see the next generation of flyers creating their own timeless memories with us.”

While the Christmas period is always a busy time for the travel industry, the upcoming holiday season is predicted to be the ‘busiest ever.’ According to the American Automobile Association (AAA), 7.51 million passengers are expected to travel through U.S. airports between December 23 and January 1, compared to 7.17 million last year and the previous high of 7.33 million in 2019.

Photo: Courtesy of Alaska Airlines

Alaska Airlines acknowledged that the upcoming holiday will be extremely busy and reminded passengers to arrive at the airport at least two hours before their flight. However, it will also attempt to bring festive cheer to its customers during the potentially stressful period, with Christmas decorations, boarding music, and free holiday movies onboard to accompany its Holiday Sweater celebration.

“Amidst one of the busiest travel periods of the year, we’re focused on delivering care and bringing joy to our guests,” said Eric Edge, managing director of marketing and advertising at Alaska Airlines.

“As the ‘merrier carrier,’ we want to make every moment of your journey memorable. Our holiday sweater is just one of the many ways the team at Alaska is delighting guests and employees this holiday season.”