Alaska Airlines ‘upgrade unlocked’ Promotion Grants Random Passengers Free Premium Upgrades

With a record number of passengers expected to take to the skies in the summer months, Alaska Airlines will surprise one lucky passenger daily with a free upgrade. Between June and September, the carrier will allow one Main Cabin passenger to travel in Premium Class and enjoy all the perks that come with the upgrade.

‘upgrade unlocked’

Alaska Airlines is celebrating the start of the busy travel season with ‘upgrade unlocked,’ in which one Main Cabin guest will be randomly upgraded to Premium Class every day, all summer long. This will run from June 1 to September 2. Eric Edge, managing director of marketing and advertising at Alaska Airlines, commented,

“upgrade unlocked is one way we’re showing guests our appreciation for choosing to fly with us to their favorite destinations this summer. Premium Class is just one of the many premium products and services we offer to our guests, including our best-in-class lounges, the freshest West Coast food and beverage line-up and our award-winning Mileage Plan program with the fastest path to elite status.”

Photo: Alaska Airlines

Every day, the traveler chosen for the upgrade will be notified through the Alaska Airlines mobile app or by email. If the guest is traveling with a partner, they will also be allowed to sit in the Premium Cabin.

Alaska Airlines typically reserves these seats for its loyalty program elite members or for purchase. They are situated behind first class and offer four extra inches of legroom. The custom-designed leather seats also come with complimentary beer, wine, or cocktails for guests who are 21 and above on most flights over 350 miles.

Photo:  VDB Photos | Shutterstock

Premium Cabin guests also have the advantage of enjoying early boarding and are among the first to get access to overhead bin space and deplane.

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Busy summer season

Alaska Airline’s upgrade surprise scheme comes at a time when summer travel is picking up significantly. Like most other US airlines, Alaska, too, saw a huge uptick of passengers during the Memorial Day weekend, witnessing an increase of 6%. The next few months look quite busy for the airline, and it expects to see even more passengers when bookings increase ahead of the Independence Day holiday weekend.

Photo: GingChen | Shutterstock

Expecting a huge rush during the next few months, Alaska has also added flights to its network, anticipating demand to key destinations in the state of Alaska and Western Canada, including Victoria, B.C. Its current schedule within the Pacific Northwest will also see more flights, while its seasonal service from Anchorage to destinations such as Chicago, Denver, New York, and Salt Lake City has also been expanded.

Previous initiatives

This isn’t the first time Alaska Airlines has given a free service to its passengers. In 2021, it offered free flights for new frequent flier members who were California residents. According to the promotion, the first 25,000 Californians to sign up to be Alaska’s Mileage Plan members could purchase one-way or roundtrip tickets within California by just paying the taxes and fees (from $15).

Photo: Ian Dewar Photography | Shutterstock

Recently, the carrier gave away more than 3,000 roundtrip flights to families affected by the Maui wildfires in August 2023. For this, Alaska partnered with Josh Green, the Governor of Hawaii, and Richard Bissen, the County Mayor of Maui.

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