04/24/2025
Alaska Airlines is intensifying competition with Southwest Airlines and other major US carriers by significantly expanding its network out of San Diego. The Seattle-based airline announced on 22 April that it plans to boost its flight offerings from the Southern California city by 30% in the coming months.
As part of this expansion, Alaska intends to launch new nonstop routes to Chicago, Denver, and Phoenix later this year. Each of these destinations will receive three daily flights from San Diego. Once these routes are active, Alaska and its subsidiary Hawaiian Airlines will collectively offer nonstop service to 44 destinations from San Diego.
The airline says that this will represent the largest number of nonstop destinations served by any single carrier from San Diego International Airport. Alaska is also increasing frequencies on several of its most popular existing routes by 50% or more to meet the rising demand for its premium service offerings.
Among the routes receiving increased frequencies are flights to Las Vegas, Sacramento, and San Jose, each of which will see up to six daily departures. Alaska will also operate three daily flights to Salt Lake City, further strengthening its West Coast network.
These moves place Alaska in direct competition with Southwest Airlines, which has maintained a stronghold in San Diego for many years. San Diego is a high-demand market with over 3 million residents and is known for its appeal as both a beach destination and a major metropolitan hub. Other carriers with a significant presence in the city include American Airlines, Delta Air Lines, and United Airlines.
According to data from the US Bureau of Transportation Statistics (BTS), Southwest held a 33% market share at San Diego International Airport between February 2024 and January 2025. In contrast, Alaska, American, Delta, and United each controlled between 12% and 13% of the market.
BTS data also reveals that the busiest routes out of San Diego during that time were to Denver, Las Vegas, and San Francisco. These are routes where Alaska is either entering with new service or bolstering its presence with additional frequencies.
Despite Southwest’s dominant market share, its competitors have recently begun targeting its customer base more aggressively. Frontier Airlines has issued direct marketing appeals to Southwest loyalists, while United Airlines CEO Scott Kirby has publicly claimed that his airline is successfully drawing passengers away from Southwest.
Some of Southwest’s rivals are viewing this as a unique opportunity to capture more market share, particularly after the airline scrapped its long-standing “bags fly free” policy. This change was previously seen as a key factor in maintaining customer loyalty.
Meanwhile, Alaska is also working to strengthen its broader West Coast network. It now operates from major hubs in Los Angeles, San Francisco, San Diego, Portland, and Seattle. With Hawaiian’s long-haul capabilities, Alaska has also initiated transpacific flights. Following the finalisation of its $1.9 billion acquisition of Hawaiian Airlines in September 2024, Alaska Air Group is moving to combine both carriers under a single air operator certificate and is in the process of co-locating customer operations at several major airports, including Los Angeles, JFK, Phoenix, San Francisco, Sacramento, Salt Lake City, and Las Vegas.
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