Alaska Airlines is facing considerable turmoil as it grounded all flights nationwide due to an IT outage. The hiccup, which marks the second major technical failure this year, added to the frustrations of travelers. Many took to social media to express their dissatisfaction. One traveler tweeted, “Boarded, waited two hours, then offboarded. Just realized I’m still at SFO. @AlaskaAir, you try to ruin my monkey reunion. Unforgivable.”
The announcement from Alaska Airlines was straightforward. “Alaska Airlines is experiencing an IT outage affecting operations. A temporary ground stop is in place. We apologize for the inconvenience. If you’re scheduled to fly tonight, please check your flight status before heading to the airport,” the airline informed its customers. However, not all flights were impacted. The FAA reported that operations from Seattle-Tacoma International Airport were functioning normally.
Travelers quickly found the airline’s website unhelpful. It was frustrating for many, as one user pointed out, “The AS website is unhelpful at the moment. It is not loading properly. ‘Book a flight’ options are all that appear.” Such issues highlighted the airline’s struggle with its online systems, further irritating passengers seeking clarity amid the chaos.
Response from loyal customers has been sharp. Many voiced threats of switching to competitors like Delta. One noted, “Second full ground stop in just a few months due to tech issues. Lack of reliable IT infrastructure is killing your reliability and customer loyalty.” Such sentiments reveal a growing concern that these outages could undermine the trust and satisfaction customers have in Alaska Airlines.
This latest outage follows a previous incident in July, when IT issues led to a longer ground stop of over three hours. Frequent disruptions of this nature can have lasting effects, as they push customers towards competitors and decrease overall loyalty.
In light of these challenges, Alaska Airlines has also been focusing on its diversity, equity, and inclusion initiatives. The airline has publicly committed to creating pathways for young individuals through programs supporting education. The company has celebrated these efforts by unveiling an aircraft symbolizing its commitment to equity, dubbed “Our Commitment.” CEO Ben Minicucci stated, “As a company, we know we are not yet where we need to be when it comes to diversity, but we are inspired and guided by our value to do the right thing.”
While Alaska Airlines aims to improve its DEI efforts and promote a more inclusive work environment, it must simultaneously address its operational reliability. Issues with the IT infrastructure weaken customer confidence and overshadow broader commitments to diversity.
Amid the current crisis, the stakes are high. Alaska Airlines will need to reassess its technology systems and ensure that reliability becomes a priority. Without this focus, customer dissatisfaction and retention could worsen, jeopardizing the airline’s reputation.
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