Alaska Airlines Group outlines vision for passenger experience at APEX TECH
APEX GCEO Dr. Joe Leader (left) with Alaska Airlines Group VP of Guest Products and Experience Todd Traynor-Corey (middle) and SVP of Merchandising and Innovation Charu Jain at APEX TECH 2025. Image credit: APEX
At APEX TECH last week, Alaska Airlines Group presented a keynote on the evolving future of the passenger experience, with an emphasis on human-centered innovation, AI integration and the long-term impact of its merger with Hawaiian Airlines. Alaska Airlines’ SVP of Merchandising and Innovation, Charu Jain, and Managing Director of Guest Products, Todd Traynor-Corey, joined APEX GCEO Dr. Joe Leader on stage to share the Group’s strategy leading up to 2030.
“It is a transformational time—we are getting bigger, better and staying committed to innovation,” Jain said, summarizing the Group’s ambitious growth trajectory. The merger with Hawaiian Airlines marks a key milestone in this evolution, opening the door for expanded international service and the creation of a west coast intercontinental hub.
Jain and Traynor-Corey confirmed that a new global digital platform is underway to integrate operations across both Alaska and Hawaiian Airlines while preserving the cultural integrity of each brand. The pair said passengers will not need to think about the underlying systems, as the onboard experience will be designed to feel seamless, intuitive and fully connected.
APEX GCEO Dr. Joe Leader (left) with Alaska Airlines Group on stage at APEX TECH 2025. Image credit: APEX
AI is a cornerstone of this transformation. Jain emphasized the role of AI as a support system—not a replacement—for frontline staff.
To further personalize the journey, Alaska Airlines Group has developed a real-time customer data platform that merges operational, behavioral and loyalty data. This includes tools like the “mood meter,” which helps flight attendants respond empathetically to guest stressors and pre-order meal data that informs provisioning and product development.
“Understanding what our guests want is not a future goal,” Traynor-Corey said. “It is a responsibility we have now.”
Looking toward 2030, the airline is focused on predictive personalization, AI-supported operations and an integrated end-to-end travel experience. Jain said future enhancements will span the entire journey—from booking to destination services—allowing guests to rely on Alaska Airlines Group every step of the way.
Alaska Airlines Group's Managing Director of Guest Products, Todd Traynor-Corey at APEX TECH 2025
Traynor-Corey reiterated that premium is about more than product features; it is about how passengers feel. “Quite simply, it is about making the right decision for the guest and putting them first,” he said. With plans for lie-flat seating, expanded lounges and smart provisioning, Alaska Airlines Group is designing for comfort and consistency—supported by employees equipped with intuitive, AI-enabled tools.
He also addressed the ongoing dual-brand strategy, confirming that while Alaska Airlines will serve as the operating carrier, Hawaiian branding will remain on routes to Hawaii in recognition of the brand’s culture. “Hawaiian is a beloved brand with deep roots. We are committed to honoring that,” he said.
Alaska Airlines Group’s vision is clear: combine cutting-edge technology with human empathy to elevate every aspect of the guest journey. As Traynor-Corey put it, “By 2030, our guests will not just notice the technology. They will feel the difference in how we care for them.”
PAX Tech was the official media partner of APEX TECH 2025.
