Alaska Airlines has launched a new seasonal route from St. Louis Lambert International Airport to Puerto Vallarta, marking a notable expansion in its international offerings. This new service, which started in January 2025, is part of a broader strategy by the airline to tap into winter travel demand from non-traditional markets. This route is particularly intriguing given Alaska Airlines’ strong West Coast orientation, with its main hubs located in Seattle, Anchorage, and Portland.
In January 2025, Alaska Airlines introduced 10 new seasonal routes, including the flight from St. Louis to Puerto Vallarta. Other additions included destinations from New Orleans to Portland and from Orlando to Boise. The airline also reinstated services from Kansas City to Cancun and Puerto Vallarta, as well as from New York JFK to Puerto Vallarta.
Alaska Airlines operates the St. Louis to Puerto Vallarta flight on a once-weekly schedule using the Boeing 737 MAX 9. This aircraft is Alaska’s largest, and the decision to operate low-frequency routes aligns with the airline’s strategy of maximizing revenue during the winter months when demand typically declines in its primary markets.
Strategic Move for Seasonal Demand
The decision to introduce routes from St. Louis, a city not traditionally associated with Alaska Airlines, stems from a seasonal demand strategy. During winter, demand for travel to warmer destinations like Puerto Vallarta increases, often compensating for the drop in travel to the Pacific Northwest and Alaska. This move allows Alaska Airlines to maintain aircraft utilization while exploring new revenue opportunities in markets where competition is relatively low.
Alaska Airlines reportedly collaborates with Apple Vacations on its St. Louis route. The travel company secures a substantial number of seats, ensuring profitability for the airline, even with low passenger volumes. This type of partnership is crucial for Alaska, especially as it competes against established carriers like Southwest Airlines, which dominates the St. Louis market.
Competitive Landscape in St. Louis
Alaska Airlines’ presence in St. Louis remains limited outside the new Puerto Vallarta route. Currently, the airline only offers year-round flights to Seattle and Portland. In contrast, Southwest Airlines commands a significant 65% market share in the area, providing a wide array of domestic and international connections, including various routes to Latin America.
American Airlines and Delta Air Lines also maintain a presence in St. Louis, but their operations focus primarily on hub airports. For instance, American Airlines offers a route to Cancun, providing direct competition for Alaska’s Puerto Vallarta flights.
The landscape in St. Louis is dynamic, with Lambert International Airport experiencing growth in passenger numbers, surpassing pre-pandemic levels. Despite Alaska Airlines’ limited footprint, airport officials remain optimistic about expanding the route network, which could include more international options in the future.
The shift to include flights from St. Louis not only reflects Alaska Airlines’ adaptability but also showcases the airline’s willingness to explore unconventional routes to meet market demand. Such strategies are essential for smaller carriers looking to compete with larger airlines that dominate major travel hubs.
Onboard Experience and Future Prospects
Alaska Airlines primarily operates the Boeing 737 for its short-haul flights, ensuring consistency across its services. The airline’s 737 MAX 9 aircraft features 16 first-class seats and 162 economy seats, including 30 extra-legroom seats. While the airline does not provide seatback entertainment, passengers can access personal device streaming and Wi-Fi, with plans to transition to Starlink for improved connectivity.
As Alaska Airlines continues to expand its route offerings, including the recent addition of the St. Louis to Puerto Vallarta flight, it is positioned to leverage its existing partnerships and regional demand. The airline’s strategy may not only bolster its presence in non-hub markets but also enhance its overall competitiveness in the international aviation landscape.
