Business Profile

Airlines

Alaska Airlines

Headquarters

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Complaints

This profile includes complaints for Alaska Airlines's headquarters and its corporate-owned locations. To view all corporate locations, see

Customer Complaints Summary

620 total complaints in the last 3 years.
204 complaints closed in the last 12 months.

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The complaint text that is displayed might not represent all complaints filed with BBB. Some consumers may elect to not publish the details of their complaints, some complaints may not meet BBB's standards for publication, or BBB may display a portion of complaints when a high volume is received for a particular business.

Initial Complaint
Date:06/19/2025
Type:Sales and Advertising Issues
Status:
AnsweredMore info
Complaint statuses
Resolved:
The complainant verified the issue was resolved to their satisfaction.
Unresolved:
The business responded to the dispute but failed to make a good faith effort to resolve it.
Answered:
The business addressed the issues within the complaint, but the consumer either a) did not accept the response, OR b) did not notify BBB as to their satisfaction.
Unanswered:
The business failed to respond to the dispute.
Unpursuable:
BBB is unable to locate the business.
I want to share our disappointment with a recent mileage ticket on your airline. We Transferred some miles from my account on American ********************** and sent them to Hawaiian Airlines, and than transfer the miles to Alaska. Our route was in the ******** and as per the chart on Alaska Airlines website. *******************************************************************************?. On this chart my particular route cost ***** miles in business class as the distance is roughly only 3300 miles. I will be attaching the chart as this can be easily verified. However, due to circumstances beyond our control, we were compelled to re-book these tickets into 2 separate awards ( and pay extra taxes even though it was a single award/Journey " SAME REGION"). Unfortunately, this process required us to spend significantly more miles ***** than originally redeemed ***** and 207 $ in taxes, despite the fact that we followed the chart terms and conditions. This unexpected expense caused us considerable inconvenience and frustration.We kindly request a review of our case and the reinstatement of the additional miles ***** miles we had to spend for the flights from *** (********) to *** (****) plus another ***** for the amount of extra taxes so we are requesting a total 30k miles. Both of this legs could have been easily linked to my original flight as there are no stopovers. We spoke with several agents that basically told us they could see the availability of the first 2 legs in economy but will have to charge us ***** per ticket. Or i had to buy two awards for 7500 each and pay taxes again. During this ordeal my account was flagged for fraud and we had to spend 9 hrs over the phone sorting this out. I don't live in the *** but have a registered address and a company there. i felt discriminated by the fraud team as they only wanted a driver license to verify my account. I had to beg them to please unlock my account. i sent my bank statement and a lady felt bad and unlocked the account
Business Response
Date: 06/20/2025

June 20, 2025

Dear Liliane,

Thank you for your email to the Better Business Bureau regarding your reservations.

I understand that you transferred miles from your American Express account to Hawaiian Airlines and then to Alaska Airlines, expecting to redeem them for a business class ticket on a route within the Americas. According to the award chart on our website, this route should have cost 35,000 miles. However, due to unforeseen circumstances, you had to re-book the tickets into two separate awards, resulting in an additional money and miles spent.

Per our award chart you sent in, the mileage listed says "starting at", so the number of miles can be greater than what is shown on the chart and is subject to change. Additionally, you were booking award travel on one of our partners, and they were not allowing the purchase of the segments/routing you wanted using miles, so that is why you had to purchase two separate itineraries. Regrettably, we do not have a work around for that as our Reservations Agent can only book travel that is available in our system and what our partner allows. I see in your reservations that you were advised of this several times by our Reservations Agents, Lead and Supervisor. Additionally, award travel when getting rebooked just like a ticket purchased with money will need to be repriced at that day's current amounts. So, this could mean that you will have to pay more money or miles.

That being said, a refund for any money or miles cannot be offered. I am very sorry for any disappointment this may cause and I sincerely appreciate your understanding in this matter.

Regarding the issue with your account being flagged for fraud, I am sorry to hear about the difficulties you faced. I understand how distressing it must have been to spend nine hours on the phone resolving this matter. Our fraud prevention measures are in place to protect our customers, but I regret any inconvenience or negative feelings you experienced during this process.

When a Mileage Plan is flagged as fraud, we do need to verify your identity to ensure your account is secure and that we are speaking with the owner of the account. This is why we ask for a driver licenses as it also shows your address. I was happy to see that our Customer Care Represent vie worked with you and you were allowed to send in a copy of your passport.

As always, thank you for contacting Alaska and have a wonderful day.

Sincerely,

Rhyan
Customer Care Representative II

Reference#: 11294893
Initial Complaint
Date:06/19/2025
Type:Product Issues
Status:
ResolvedMore info
Complaint statuses
Resolved:
The complainant verified the issue was resolved to their satisfaction.
Unresolved:
The business responded to the dispute but failed to make a good faith effort to resolve it.
Answered:
The business addressed the issues within the complaint, but the consumer either a) did not accept the response, OR b) did not notify BBB as to their satisfaction.
Unanswered:
The business failed to respond to the dispute.
Unpursuable:
BBB is unable to locate the business.
This problem is about deceiving advertisement. I purchased 3 round trip tickets on behalf of my relatives traveling from ******. The day before their flight was scheduled, I received an email stating the tickets will have a $60 reduction in price if I change the flight time. I changed the flight time because it seemed like a great offer to save a little money and the flight time did not matter on their day of flight. I did not realize the flight day changed as well because the time was displayed in bold font and the date was very small font. Also, I would not want to change the flight date a day before original flight date. We called the customer ********************** number which was not helpful even though I expressed my concerns about the deceiving advertisement. Now my family cannot visit that I have not seen for 3 years, because I am military and travel around. I would like to recieve a new flight for my family, if not then credit towards another flight. Nor can we afford another flight with short notice, as ticket prices have tripled.Confirmation code: SLQYFH
Business Response
Date: 06/19/2025

June 19, 2025

Dear ******,

Thank you for your email to the Better Business Bureau regarding confirmation SLQYFH.

I understand that you received a flight change email but did not realize that you were also changing the flight date. In the email that you were sent the date of travel is highlighted in white lettering and a sold black box around it. We also sent a confirmation email right after the change was made. I am very sorry that you did not see the dates highlighted or confirmation email and your feedback has been shared with our Development Team for their review.

You also mentioned that when you called our *********************** to express your concerns, they were not very helpful. Upon my review I see that our Reservations Agents made several exceptions and revalidated your families outbound flights, even after calling 13.5 hours after they missed their flight. This was a big exception as you purchased ********** tickets and the call was made after the flight had already left. So, your family is now traveling on their original day of departure today 6/19/2025.

As always, thank you for contacting Alaska and have a wonderful day.

Sincerely,

*****
Customer Care Representative II

Reference#: ********
Customer Answer
Date: 06/19/2025

Better Business Bureau:

I have reviewed the response made by the business in reference to complaint ID ********, and find that this resolution is satisfactory to me.

Sincerely,

****** ********
Initial Complaint
Date:06/19/2025
Type:Service or Repair Issues
Status:
AnsweredMore info
Complaint statuses
Resolved:
The complainant verified the issue was resolved to their satisfaction.
Unresolved:
The business responded to the dispute but failed to make a good faith effort to resolve it.
Answered:
The business addressed the issues within the complaint, but the consumer either a) did not accept the response, OR b) did not notify BBB as to their satisfaction.
Unanswered:
The business failed to respond to the dispute.
Unpursuable:
BBB is unable to locate the business.
As of June 18th their website is showing *************** 64 from *** at 1135pm to LHR land 5:55am on thursday February 12th as available award booking for business. I transferred 32k points from my American Express account (non reversible) and cancelled a previous alaska flight to get points back (***** points) to have 55k points to book. It lets me add to cart, fill all my info in, then at the very end says "We're sorry, we aren't able to confirm space on these partner flights. Please try again and choose different flights, dates or cities."Their hold time is 2 hours. Now I have irreversible AMEX points sent over, cancelled my other award flight and have 55k miles in Alaska Air I wouldn't otherwise have that I need to spend with the airline for an award that doesn't exist. It's not like it went away between booking. I've tried book several times and refreshed the page and it still shows available. This seems like a scam that I transferred miles and gave up a previous award booking to lock in and have to spend with Alaska for a price they can't honor but are still advertising. Now I cannot use those AMEX points elsewhere as they cannot be reversed.
Business Response
Date: 06/19/2025

June 19, 2025

Dear Alexander,

Thank you for your email to the Better Business Bureau regarding your experience when trying to book award travel.

I understand how frustrating it must have been to find that you could not redeem the miles transferred from your American Express account for a flight that was advertised as available. We strive to provide our loyal customers with a seamless experience, and I regret that this was not the case for you. Unfortunately, our partner airlines are the ones who determine what flights and how many seats per flight are available for award travel on our website. From what you have shared its sounds like they did not update their flights availability or our website did not update the correct availability, both causing you to not be able to book your travel. You have my sincere apologies for any negative feelings this caused and your feedback has been shared with our Customer Loyalty and Marketing Department and Development Team for their review.

In the meantime, I kindly suggest that you call our Reservations Department at 1800-252-7522 to see what partner flights are available. They are open 24/7 and will be happy to assist.

As always, thank you for contacting Alaska and have a wonderful day.

Sincerely,

Rhyan
Customer Care Representative II

Reference#: 11296751
Customer Answer
Date: 06/19/2025

Complaint: 23490424

I am rejecting this response because: this seems illegal or should be illegal. you falsely advertised this. you know the availability of award partners since you reject it at the very end when I go to purchase. now I have miles transferred to alaska I wouldn't otherwise have used, giving you more business based on false advertising. it's still showing as of this morning at 8:20 am PST, so there has been plenty of time to "fix" this mistake, while Im sure many others are falling for this same issue..
here is a post outlining the issue 24 hours ago https://www.reddit.com/r/awardtravel/comments/1len8sa/alaska_phantom_british_airways_award_space_drop/ but I've seen this complaint for alaska over a year ago. If I am unable to book I have lost money and given you business with points that I cannot reserve and lost my other award flight. this will need rectifying beyond an apology as it's deceptive advertising.
If it's something with the partner that's an issue, you need to improve your technology and relationship with them and not advertise this if you can't show real time inventory.
I await your response to rectify this issue.

Sincerely,

Alex Atwater
Business Response
Date: 06/26/2025

June 26, 2025

Dear Alexander,

Thank you for your reply email to the Better Business Bureau.

Please know that I understand your frustration and I once again apologize for the inconvenience this caused. Regrettably, there is nothing more I can do as I have already reported the issue Customer Loyalty and Marketing Department and Development Team for their review. Please contact our Reservations Department at 1800-252-7522 to see what partner flights are currently available. They are open 24/7 and will be happy to assist.

As always, thank you for contacting Alaska and have a wonderful day.

Sincerely,

Rhyan
Customer Care Representative II

Reference#: 11296751
Customer Answer
Date: 06/26/2025

Complaint: 23490424

I am rejecting this response because:
You stated there is nothing you can do. This is not true.
- you can offer miles / airline credit for the monetary loss of points now tied into your system, fraudulent practice, opportunity and time cost
- outline steps you will take to fix this moving forward.

Sincerely,

Alex Atwater
Initial Complaint
Date:06/18/2025
Type:Service or Repair Issues
Status:
ResolvedMore info
Complaint statuses
Resolved:
The complainant verified the issue was resolved to their satisfaction.
Unresolved:
The business responded to the dispute but failed to make a good faith effort to resolve it.
Answered:
The business addressed the issues within the complaint, but the consumer either a) did not accept the response, OR b) did not notify BBB as to their satisfaction.
Unanswered:
The business failed to respond to the dispute.
Unpursuable:
BBB is unable to locate the business.
On 6/18/25, I traveled from ****** to BWI via Alaska Airlines. As all passengers do, you expect to pay a checked baggage fee (I paid $70 for two bags) and have your suitcases arrive at its destination with no damages. But of course, that was not the case. Not only was one of the tag numbers given to me for one of my checked bags used for two other suitcases (as shown in the scans) but when it arrived to BWI I noticed half of one wheel was missing. The other suitcase had a piece ripped off causing a small hole. It took me over an hour to locate the Alaska Airlines baggage office (it is hidden on purpose) while dragging the damaged suitcase on the floor and no one seemed to care. By the time I made it to the office, the Alaska Airlines employee told me he could submit claims but they would not be approved. What type of customer ********************** is this?!?! I pay you to take care of my belongings, they get damaged while in your possession, and Alaska Airlines does not want to take responsibility for this?! I am beyond furious. I asked for a refund of my $70 checked bagged fee and was told that was not possible. Only one claim was filed and was told I would hear something within a day or two. But again, the Alaska Airlines employee told me it will most likely get declined. After paying for an expensive plane ticket and checked bag fees the least Alaska Airlines can do is approve my damaged bag claim and pay me the $100 I paid for the now useless suitcase. I am now without a suitcase and will need to buy one WHILE ON VACATION! I am also demanding a full refund of the $70 they ripped me off of after damaging my two suitcases and refusing to accept one of my claims. This is UNACCEPTABLE. Alaska Airlines is 100% responsible for what happens to their customers' belongings and I am sure if it was their property that was damaged they would care a lot more about the rules created so airlines can get away with not compensating customers for damages they cause.
Business Response
Date: 06/19/2025

June 19, 2025

Dear Beatriz,

This is in response to your BBB Complaint #23490309.
Thank you for reaching out to us regarding your recent experience on your flight from Seattle to Baltimore on June 18, 2025. I understand how frustrating it must have been for you to discover that your luggage was damaged upon arrival, and I appreciate the opportunity to address your concerns.

Please accept my sincere apology for the inconvenience you experienced with your checked baggage. As our guest, you have every right to expect your luggage to arrive intact, and I regret that this was not the case for you. I understand that one of your suitcases arrived with a missing wheel and the other with a small hole, which is certainly not the level of service we strive to provide.

Regarding the issue with the baggage tag numbers, I apologize for any confusion this may have caused. It is our responsibility to ensure that each bag is properly tagged and tracked, and I have shared your comments with our Seattle Station Managers to address this issue and prevent it from happening in the future.

I am sorry to hear about the difficulty you faced in locating our baggage office at Baltimore and the response you received from our employee. We strive to provide clear directions and helpful service, and I regret that this was not your experience. I have forwarded your feedback to our Customer Service Manager in Baltimore for further review. In doing this, I hope we can offer you better care moving forward.

In terms of compensation, while we do not refund checked baggage fees, I have submitted a bag fee refund request as a one time exception.

As for your damaged bags, your file has been transferred to our Central Baggage Office for further handling. We ask that you please complete and e-sign our Statement of Mishandling by following this link within 45 days of the date of mishandling. Regrettably, we are unable to accept, or process claim forms submitted more than 45 days after the date of mishandling. When completing the e-signing process, please attach a clear and legible government-issued photo ID, such as a passport or driver's license, for each person making a claim in the fields provided. You will receive a copy of the completed form to the email address entered during the signing process.
Upon receipt of the completed claim form, we can begin your claim process. To expedite your claim, it is essential that you provide a detailed description of your damaged or missing contents, and photos for review.

Thank you for bringing this to our attention in such thoughtful detail. We value your feedback to improve our airline and hope to welcome you aboard another Alaska flight soon.

Sincerely,
Kerri
Central Baggage Service

Reference#: 11296678
Incident#: BWIAS34115815
Customer Answer
Date: 06/19/2025

Complaint: 23490309

I am rejecting this response because:
I do accept the credit for the checked baggage fees but Alaska Airlines' response does not confirm the amount I requested of $70 for both bags damaged. I would like to receive a response that clearly confirms the credit of $70 was already issued back to my credit card.
Also, they are asking me to access a link yet there is no link within the message I can see via the BBB website. Therefore, I am requesting that Alaska Airlines resend the message and provide the link to what they need me to respond to within the message (not as an embedded link within text). If this process was part of the standard for customers claiming baggage damages this should be part of what I should I have been asked to do last night at the airport, not as a result of me filing a complaint with BBB.

Sincerely,

Beatriz Friedl
Business Response
Date: 06/27/2025

June 27, 2025

Dear Beatriz,

This is in response to your BBB Complaint #23490309.

Alaska genuinely cares about providing you with a safe, efficient, and friendly travel experience. We pride ourselves on our longstanding reputation for providing extraordinary customer service to our guests. Based on the multiple issues you've experienced, it is clear to me that we have fallen short of expectations, both yours and ours.

Alaska genuinely cares about providing you with a safe, efficient, and friendly travel experience. We pride ourselves on our longstanding reputation for providing extraordinary customer service to our guests. Based on the circumstances you have described, it is clear to me that we have fallen short of expectations, both yours and ours.

I realize you expected a more timely response to your emails. Please know that depending on the current email backlog, it can take up to 30 days to respond to emails. The fastest way to get a response is by calling Central Baggage directly at 877-815-8253. We are open seven days a week from 6:00 AM to 10:00 PM Pacific Standard Time. We can resolve most issues over the phone.

I am sorry to hear that a damaged bag claim was not started for you at the airport, and that the agent you spoke to came across as rude. Our guests should expect nothing less than being treated with the utmost respect, compassion, and care when traveling with us. I am so sorry that was not your experience. A claim should have been started regardless of the airport agent's assessment. Central Baggage makes the final decision for damage claims. I would like to offer you my assurance that your email replies have been forwarded directly to the Customer Service Manager in Baltimore for further review and to see how this situation could have been handled better.

I am sorry to hear that, as of your last email, you had not yet received your bag fee refund after 3 days. Since it's now been more than seven days since Kerri submitted the request to our accounting team, you should see a $70 credit on your bank statement. If you did not receive your refund, let us know, and we will follow up with our accounting team.

As you know from our previous email, a payment of $20.21 USD has been processed to reimburse you for your damaged wheel. Follow the instructions in the email you'll receive titled 'Alaska Airlines sent you a Payout!' to claim your settlement within 14 days. Please note, this will come as a secondary email within seven days from our partners, Payouts Network Inc, and not an Alaska Airlines email address.

Beatriz, as a customer service gesture, I am including a Discount Code. Please reference the appropriate code below at the time of booking.

Your Discount Code must be ticketed within one year from the date of this email, and is valid for travel between any Alaska Airlines cities up to 330 days beyond the date of ticketing. Complete Discount Code rules and restrictions can be found online at alaskaair.com.

Beatriz Friedl, Discount Code (eCert code) ECSR100CMGLC1638019, in the amount of $100

I would like to once again apologize for your travel experience with us. It is always our desire to exceed the expectations of our customers. In an industry where customer service is a key feature, this is a necessity. Without customer feedback such as yours, the opportunity for improvements would not be as dynamic. Alaska truly values your patronage and I would like to invite you to join us on a future flight so that we can demonstrate the high level of service that we are known for and that you deserve.

Sincerely,

Natalie
Central Baggage Services

Reference#: 11296678
Incident#: BWIAS34115815
Customer Answer
Date: 06/27/2025

Better Business Bureau:

I have reviewed the response made by the business in reference to complaint ID 23490309, and find that this resolution is satisfactory to me. I can confirm I have received the credit for the baggage fees and reimbursement for what I paid for to replace the broken wheel on my brand new suitcase. Although my experience with the Alaska Airlines employee at the BWI Baggage Claim office was not the best, I do appreciate the assistance provided by those who I spoke with after the initial issue.

Sincerely,

Beatriz Friedl
Initial Complaint
Date:06/18/2025
Type:Product Issues
Status:
AnsweredMore info
Complaint statuses
Resolved:
The complainant verified the issue was resolved to their satisfaction.
Unresolved:
The business responded to the dispute but failed to make a good faith effort to resolve it.
Answered:
The business addressed the issues within the complaint, but the consumer either a) did not accept the response, OR b) did not notify BBB as to their satisfaction.
Unanswered:
The business failed to respond to the dispute.
Unpursuable:
BBB is unable to locate the business.
On June 16, 2025, I was wrongfully denied boarding by Alaska Airlines at SFO on flight KE6114 (operated by Alaska, connecting to Korean Air KE5020 to *****). I am a Chinese passport holder with a valid U.S. **** and a confirmed onward ticket from ***** to **** fully meeting the Republic of Koreas Tourist in ************ Exemption policy.Despite presenting all required documentation including a valid passport, a confirmed onward itinerary, and printed official guidance from the Korean consulate Alaska Airlines ground staff refused to verify or accept my eligibility. I was misdirected to *****, whose agents confirmed that I met the requirements and even provided a system screenshot in support. However, Alaska ignored this evidence and cited their own internal system, which was clearly outdated and not aligned with official immigration policy.The ground agents were inconsistent and unhelpful, and I spent over two hours at the airport trying to resolve the issue in good faith. As a result of their refusal to board me, I missed my international connection, had to purchase a new flight out of pocket, and lost a prepaid hotel booking. My total loss exceeds the cost of the original ticket.Although Alaska initially agreed to refund my ticket, they later reversed their position, now claiming they are not responsible because they followed internal policy. This position is unacceptable internal airline policies do not override government **** exemptions that were clearly met in my case.I am requesting a full refund of the original ticket plus compensation for the additional travel expenses I incurred due to this wrongful denial. I expect a fair resolution and a formal response from Alaska Airlines.
Business Response
Date: 06/24/2025

June 24, 2025

Dear Yushuang,

Thank you for your email to the Better Business Bureau regarding your experience on 6/16/2025.

I was very sorry to hear about your experience. Upon my review I see that you have been in contact with our Customer Care Department and our Specialist Jeramie is currently reviewing your concerns. Please see the emails below.

As always, thank you for contacting Alaska and have a wonderful day.

Sincerely,

Rhyan
Customer Care Representative II

Reference#: 11286964

June 17, 2025

Dear Yushuang,

Passenger(s):YUSHUANG JIN
Ticket(s):1807234842968
Issue Date:April 12th, 2025
Fee Type:Ticket

This is in response to your recent inquiry regarding your refund. The following action or situation has occurred:

A refund of $920.70 will be processed back to original form of payment "Chase Travel" within 7 business days of this correspondence. Please note financial institutions have varying time frames for posting credit to accounts. Please contact your bank directly for any further inquiries.

Should you have any further questions please call us at 800-654-5669 or write us at:

Alaska Airlines Customer Care
P.O. Box 13670
Des Moines, WA 98198-1009

For any further inquiries, please include the below Reference Number or send a copy of this letter with your correspondence.

Sincerely,

Trey A
Customer Care Representative

Reference#: 11286964

June 18, 2025

Dear Yushuang,

Thank you for reaching out to us regarding your recent experience at the San Francisco airport.

I understand that you had an interaction with our agents concerning your travel documents for Korea. I am truly sorry for any inconvenience this may have caused. To assist you further, I kindly ask you to respond to this email with the documents you presented to the ticketing agents in lieu of having a Visa. This will allow me to verify the details and proceed with the investigation.

Please rest assured that I have already initiated the investigation into this matter. We aim to resolve this as swiftly as possible and will be in touch within the next 7-10 business days with an update.

Thank you for your patience and understanding.

Sincerely,

Jeramie
Customer Care Supervisor

Reference#: 11286964
Initial Complaint
Date:06/17/2025
Type:Billing Issues
Status:
AnsweredMore info
Complaint statuses
Resolved:
The complainant verified the issue was resolved to their satisfaction.
Unresolved:
The business responded to the dispute but failed to make a good faith effort to resolve it.
Answered:
The business addressed the issues within the complaint, but the consumer either a) did not accept the response, OR b) did not notify BBB as to their satisfaction.
Unanswered:
The business failed to respond to the dispute.
Unpursuable:
BBB is unable to locate the business.
I bought a vacation package through expedia alaska charged me for bags even though i have paid for trip with alaska credit card and they charged me a fee for bags even though it is one of the perks. Confirmation ******
Business Response
Date: 06/18/2025

June 18, 2025

Dear Irina,

Thank you for your email to the Better Business Bureau regarding your baggage fees.
I understand that you were charged for your bags despite using your Visa Signature credit card to purchase your tickets. I have reviewed your Mileage Plan account and reservation and can confirm that the reason you were charged for your baggage was because you booked through a third party (Expedia) and they used a different form of payment. When booking through a third party they might charge your Visa Signature credit card but they will use a different form of payment to actually book your tickets with Alaska. With that said, a refund unfortunately cannot be offered. I am very sorry for any disappointment this may cause and I sincerely appreciate your understanding in this matter. I have provided a link to our Visa Signature Card baggage waiver FAQ for your convenience. FAQ - First bag free benefit - Alaska Airlines Mileage Plan

As always, thank you for contacting Alaska and have a wonderful day.
Sincerely,

Rhyan
Customer Care Representative II

Reference#: 11292030
Initial Complaint
Date:06/17/2025
Type:Service or Repair Issues
Status:
AnsweredMore info
Complaint statuses
Resolved:
The complainant verified the issue was resolved to their satisfaction.
Unresolved:
The business responded to the dispute but failed to make a good faith effort to resolve it.
Answered:
The business addressed the issues within the complaint, but the consumer either a) did not accept the response, OR b) did not notify BBB as to their satisfaction.
Unanswered:
The business failed to respond to the dispute.
Unpursuable:
BBB is unable to locate the business.
On June 6, 2025, I applied for an Alaska Airlines credit card based on a promotion displayed on Alaska Airlines' website, which advertised a 30% discount on flights. After being approved, I then booked a flight to ***** on June 11, 2025, expecting the advertised discount to apply. However, the promotion was misleading and deceptive. Nowhere in the booking process was it made clear that the discount would not apply to my flight. After the purchase, I learned that the promotion was retricted only to flights scheduled from September to November 2025, a very limited and unidsclosed condition that was not communciated properly when applying for the credit card. As a result, I was charged $844.41 for a ticket I expected to recieve a 30% discount on, a savings of over $200. After contacting Alaska Airlines, they only offered me a $25 credit, which does not come close to honoring the original promotional value. I am requesting that Alaska Airlines either: - Apply the full 30% promotional discount to the ticket retroactively, or - Issue a refund to the difference (approximately $260)I believe the promotion was not clearly communicated, adn that the restrictions were intentionally or negligently hidden, leading to a deceptive customer experience.
Business Response
Date: 06/18/2025

June 18, 2025

Dear Jacob,

Thank you for your email to the Better Business Bureau regarding your 30% Discount Code.

I understand that when you applied for our Visa Signature credit card the current promotion was to get a 30% Discount Code but you did not realize that it could not be applied to a ticket after it was purchased and that your ticket did not qualify for the discount. You said that when you called our Customer Care Department you were only offered a $25 Discount Code and you are now requesting a refund of $260 or to have the 30% Discount Code applied.

The following was advised in the terms and conditions of your credit card prior to booking your travel and applying the credit card.

New Account Flight Discount Promo Code. This one-time promotion is limited to customers opening a new Alaska Airlines Visa Signature® consumer credit card account in response to this offer. This offer is valid for a limited time by invitation only. This offer will not apply to requests to convert existing accounts. A 30% discount code will be applied to the primary cardholder's Mileage Plan™ account within 10 days of credit card opening. Bank of America is not responsible for fulfillment of this offer and posting of the 30% discount code directly to your Mileage Plan account. The discount code is available only on flights marketed by Alaska Airlines, Horizon Air, or SkyWest and is valid between any Alaska Airlines city in North America, excluding Prudhoe Bay, AK (SCC). It is not valid on codeshare flights. The discount code applies to most Saver and Main fares, but First Class fares and certain other economy class fares are excluded. It is valid for one person per discount code, booked and ticketed in a single reservation. Additional passengers in the same party must book separately. The discount is not applicable to Award Reservations, Vacation Packages, or contract fares. Availability is based on published fare routings, and some cities may not be included. Discount code is redeemable for ticket purchase by September 30, 2025, at 11:59 P.M. Pacific Time. Fare Rules: Travel to and from Prudhoe Bay, AK (SCC), and destinations outside of North America is not eligible for this discount code. The discount code is valid for travel between September 6, 2025, and November 19, 2025. The discount applies to flights departing to Hawaii, Florida, Guatemala, Costa Rica, Belize, Mexico, and The Bahamas on Sundays, Mondays, Tuesdays, and Wednesdays only, and for flights departing from these destinations on Tuesdays, Wednesdays, Thursdays, and Fridays only. For all other eligible markets, the discount code is valid for flights departing on Tuesdays, Wednesdays, and Saturdays only. Availability is based on published fare routings, and some cities may not be included. Please note that not all flights operate every day. Valid for new ticket purchases only on alaskaair.com. Changes and refunds may be allowed per the applicable fare rule. Refunds or cancellation of itinerary will result in the forfeiture of the discount code. Once the purchase by date has passed, any changes will result in forfeiture of the discount. Once issued, tickets are not transferable. Advance Purchase is per applicable fare rules. Mileage Plan credit applies and upgrades are allowed. Discount Code is relinquished at time of ticketing and void for future purchases. The value of this reward may constitute taxable income to you. You may be issued an Internal Revenue Service Form 1099 (or other appropriate form) that reflects the value of such reward. Please consult your tax advisor, as neither we, nor our affiliates provide tax advice. All Mileage Plan terms and conditions apply. Passenger is responsible for all applicable taxes, fees, and surcharges, including checked baggage fees (if applicable). Not valid with any other discounts, including Discount Codes, coupons, discount programs, MyAccount online discount, or other arrangements. Discount Codes may not be sold, bought, bartered, auctioned or collected in bulk. Any deemed by Alaska to have been distributed or acquired improperly will not be honored and traveler will be responsible for payment of full fare. All rules of alaskaair.com and the applicable published fare not mentioned within these terms and conditions apply. Discount Codes have no cash value and are not valid for travel. Alaska has the final authority regarding Discount Code redemption. Travel is subject to Alaska's contract of carriage. Terms and conditions as written herein are final and cannot be changed by any statement or representation of any unauthorized person, including employees of Alaska Airlines or issuing organization. Other restrictions may apply and Alaska reserves the right to suspend or change this offer without notice. Customer can view terms and conditions by visiting the Discount Codes section within their Alaska Mileage Plan account.

So because you were advised on how and when you would be receiving your 30% Discount Code and that the flights your booked would not qualify, a refund cannot be offered. Additionally, Discount Codes of any kind cannot be applied to an already existing reservation. I am very sorry for any negative feelings this may cause and I sincerely appreciate your understanding in this matter.

As always, thank you for contacting Alaska and have a wonderful day.

Sincerely,

Rhyan
Customer Care Representative II

Reference#: 11290523
Customer Answer
Date: 06/18/2025

Complaint: 23482174

I am rejecting this response because:

While you may claim that the terms and conditions of the 30% promotion were disclosed, the reality is that these terms were buried within dense content, making them extremely difficult for an average consumer to locate or interpret during the booking process. When initially booking, your website promoted that customers could be instantly approved for the credit card and apply the discount to the current booking. That was not the case — my application was instead put on hold.

I believe the company intentionally designed the promotion in a way that obscured key limitations, such as the narrow travel window (September to November), to mislead customers. Nowhere in the visible promotion or during the booking flow was it clearly stated that the discount would not apply to my flight. I made a significant financial decision by applying for the credit card and purchasing an $844.41 ticket under the reasonable expectation that the advertised 30% discount would be applied.

The $25 credit offered does not reflect the loss caused by this misrepresentation. Since the discount can no longer be applied to my current flight, I am requesting a refund of approximately $260 to resolve this matter fairly.

Sincerely,
Jacob Roessner
Initial Complaint
Date:06/17/2025
Type:Service or Repair Issues
Status:
AnsweredMore info
Complaint statuses
Resolved:
The complainant verified the issue was resolved to their satisfaction.
Unresolved:
The business responded to the dispute but failed to make a good faith effort to resolve it.
Answered:
The business addressed the issues within the complaint, but the consumer either a) did not accept the response, OR b) did not notify BBB as to their satisfaction.
Unanswered:
The business failed to respond to the dispute.
Unpursuable:
BBB is unable to locate the business.
I have been on hold with Alaska Sirlines Customer ********************** for over two hours and gave up. Then I called back. They said theyd call back and I would not lose my place in line. They never called back,
Business Response
Date: 06/17/2025

June 17, 2025

Dear Mary,

Thank you for your email to the Better Business Bureau regarding the long hold time you experienced.
I am very sorry to hear that the hold times for our Customer Care Department have been several hours long and that you never received the promised callback. At Alaska we believe there is never an excuse for poor service. While we understand the importance of providing quick, convenient service from our Customer Care Department, irregular operations, inclement weather and staffing shortages etc. can cause long hold times. I can assure you that our Customer Care Management Team makes every effort to offer fast, friendly service and I apologize that we did not provide that for you. Your feedback has been shared with our Customer Care Manager and Central Operations Team for their review.

As for your request for a callback now. Regrettably we do not provide callback via email or Better Business Bureau requests so you will need to call our Customer Care Department directly at 1800-654-5669 and if you need to speak to our Reservations Department they may be reached at 1800-252-7522. I have also provided a link to our contact page for your convenience. Help Center - Contact us - Alaska Airlines

As always, thank you for contacting Alaska and have a wonderful day.
Sincerely,

Rhyan
Customer Care Representative II

Reference#: 11289458
Initial Complaint
Date:06/13/2025
Type:Service or Repair Issues
Status:
ResolvedMore info
Complaint statuses
Resolved:
The complainant verified the issue was resolved to their satisfaction.
Unresolved:
The business responded to the dispute but failed to make a good faith effort to resolve it.
Answered:
The business addressed the issues within the complaint, but the consumer either a) did not accept the response, OR b) did not notify BBB as to their satisfaction.
Unanswered:
The business failed to respond to the dispute.
Unpursuable:
BBB is unable to locate the business.
I use "Alaska Mileage Plan Shopping" website ( ************************************ ) to place an order on VIATOR for a trip experience back to Feb 26 2025.The promotion shown on the website is that I'll get 10 miles per dollar spent on VIATOR.However, after I finished my trip in April 4 2025, Both "Alaska Mileage Plan Shopping" and "VIATOR" refused to give me my mileage. Alaska Mileage Plan Shopping claimed that ****** had give it to another third party, while ****** did not indicated where the commission goes to. I contacted both company to see if I can get the promotion I was promissed. Both of them refused it. Hence, I am wondering if BBB can get involved and help me out. I do have those email on file.
Business Response
Date: 06/13/2025
June 13, 2025

Dear Rich,

Thank you for your email to the Better Business Bureau regarding your missing Mileage Plan Shopping Bonus Miles and I am very sorry to hear about the difficulties you have encountered.

Upon my review of the documents that you sent in, I see that you were advised the following:

Merchants on our site attribute orders to the last touch and pay commissions to Mileage Plan Shopping. We then convert that commission into rewards that we post to your account. In your case although you started the purchase while logged in to your MP Shopping account, the merchant has indicated that the last touch before you completed this transaction was not ************************************ and therefore the commission for this order did not track back to your Mileage Plan Shopping account.

With that said, because I do feel you made an honest effort to book through our Mileage Plan Shopping portal, as a customer ********************** gesture, I have deposited ***** Bonus Miles into your Mileage Plan account. Your miles are now available and can be viewed online in your mileage activity.

As always, thank you for contacting Alaska and have a wonderful day.

Sincerely,

*****
Customer Care Representative II

Reference#: ********
Customer Answer
Date: 06/13/2025

Better Business Bureau:

I have reviewed the response made by the business in reference to complaint ID ********, and find that this resolution is satisfactory to me.

Sincerely,

**** ***
Initial Complaint
Date:06/12/2025
Type:Product Issues
Status:
AnsweredMore info
Complaint statuses
Resolved:
The complainant verified the issue was resolved to their satisfaction.
Unresolved:
The business responded to the dispute but failed to make a good faith effort to resolve it.
Answered:
The business addressed the issues within the complaint, but the consumer either a) did not accept the response, OR b) did not notify BBB as to their satisfaction.
Unanswered:
The business failed to respond to the dispute.
Unpursuable:
BBB is unable to locate the business.
Flight delayed by 2 hours on June 11, 2025- confirmation Number SWBCII, car reservation was cancelled by the rental car company due to delay. Stranded at airport for an hour at 3 AM.
Business Response
Date: 06/12/2025

June 12, 2025

Dear Nikhil,

Thank you for your email to the Better Business Bureau regarding your experience on 6/11/2025.
I regret that your flight was delayed due to a crew issue causing your car rental to be canceled and causing you to be stranded at the airport for an hour. I understand your disappointment in arriving to your destination later than anticipated and I am truly sorry for your experience. While we will continue to strive for the highest levels of operational excellence and reliability as an airline, we will never compromise your welfare or the trust you place in us for the sake of reliability statistics. I appreciate your understanding of our steadfast commitment to your safety.
Although a refund cannot be offered as you did travel, as a customer ********************** gesture, I have included a Discount Code at the bottom of this email for future travel on Alaska. To use the code, go to ******************************************************* and enter it into the discount code field on the right side of the booking form.

Your discount is valid for ticketing for one year and is good for travel between any of the +115 destinations operated by Alaska Airlines. This discount is limited to a single reservation and only one discount code can be used per reservation. Complete discount code rules and restrictions can be found online at ***********************.

****** *****, Discount Code ECSR75CWGMQ1275752, in the amount of $75

As always, thank you for contacting Alaska and have a wonderful day.

Sincerely,

*****
Customer Care Representative II

Reference#: ********

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