Virgin America will be the latest airline brand to disappear

Markets Associated Press

  • FILE - In this Monday, April 4, 2016, file photo, a Virgin America plane taxis past an Alaska Airlines plane waiting at a gate, at Seattle-Tacoma International Airport in Seattle. Alaska said Wednesday, March 22, 2017, that it will retire the Virgin brand, probably in 2019. Alaska announced in 2016, that it was buying Virgin, but CEO Brad Tilden held out hope to Virgin fans that he might keep the Virgin America brand, and run it and Alaska as separate airlines under the same corporate umbrella. (AP Photo/Ted S. Warren, File)

    FILE - In this Monday, April 4, 2016, file photo, a Virgin America plane taxis past an Alaska Airlines plane waiting at a gate, at Seattle-Tacoma International Airport in Seattle. Alaska said Wednesday, March 22, 2017, that it will retire the Virgin ... brand, probably in 2019. Alaska announced in 2016, that it was buying Virgin, but CEO Brad Tilden held out hope to Virgin fans that he might keep the Virgin America brand, and run it and Alaska as separate airlines under the same corporate umbrella. (AP Photo/Ted S. Warren, File) (The Associated Press)

  • FILE - In this Sunday, Aug. 23, 2015, file photo, a Virgin Atlantic passenger plane crosses a waxing gibbous moon on its way to the Los Angeles International Airport, in Whittier, Calif. Alaska said Wednesday, March 22, 2017, that it will retire the Virgin brand, probably in 2019. Alaska announced in 2016, that it was buying Virgin, but CEO Brad Tilden held out hope to Virgin fans that he might keep the Virgin America brand, and run it and Alaska as separate airlines under the same corporate umbrella. (AP Photo/Nick Ut, File)

    FILE - In this Sunday, Aug. 23, 2015, file photo, a Virgin Atlantic passenger plane crosses a waxing gibbous moon on its way to the Los Angeles International Airport, in Whittier, Calif. Alaska said Wednesday, March 22, 2017, that it will retire the ... Virgin brand, probably in 2019. Alaska announced in 2016, that it was buying Virgin, but CEO Brad Tilden held out hope to Virgin fans that he might keep the Virgin America brand, and run it and Alaska as separate airlines under the same corporate umbrella. (AP Photo/Nick Ut, File) (The Associated Press)

After months of teasing, Alaska Airlines has bad news for loyal customers of Virgin America — their airline's name is being dumped.

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Alaska says it will retire the Virgin brand, probably in 2019.

Virgin America joins Northwest, US Airways, Continental and many others on the scrap heap of airline brands.

With its hip vibe including mood lighting, orders of food and drinks from seat-back screens, and a staff of young, attractive flight attendants, Virgin America stood out from traditional competitors.

After Alaska bought Virgin America last year for $2.6 billion, its CEO held out hope of keeping the name alive. But running an airline within an airline adds complexity and costs, so many in the business aren't surprised by Alaska's decision.