Ever been frustrated by being unable to earn miles on a flight because your preferred airline doesn't go where you need to? Ever had difficulty actually redeeming the miles you've earned when you finally want to use them? I'll let you in on a closely-guarded Pacific Northwest secret.

You can benefit from Alaska Airlines without ever flying with them. Sign up for their Mileage Plan. Alaska Airlines' stranglehold on routes to Alaska, and their very strong north/south route network on the west coast has led to a very unusual frequent flier program. You can earn and redeem Alaska Airlines miles on many airlines other than Alaska--among them Northwest, American, Continental, British Airways, and Qantas. The amount of mileage needed to redeem an award is competitive with Alaska's partners, and the mileage stacks up quickly when you have so many airlines to choose from. You can also earn mileage on Sprint long distance and PCS service, car rentals, hotels and the like--just like a larger airline's frequent flier program. And, of course, what other airline lets you redeem your miles to destinations like Deadhorse, Alaska (on the shores of the Arctic Ocean)?

If you fly Alaska frequently, like I do, use their Web site to book electronic tickets (1,000 mile bonus). Check in on the Web and print your boarding passes before you go to the airport (500 mile bonus each direction), and then check your baggage at the convenient E-Ticket service center (or, in smaller airports, at the short Electronic Tickets line). You can then, with your business completed, breeze past the long line of passengers with paper tickets. This is the way that ticketing and baggage check should be, and I realize how spoiled I am on Alaska whenever I fly another airline.

One thing that does not, unfortunately, differ from other airlines is the interminable delays. Alaska has fairly contentious labor relations at times, which can lead to work slowdowns. Overbooking doesn't help either--when the plane arrives late and the gate agent is still desperately looking for people to give up seats, your flight is not going to leave on time. This seems to be a particular problem on weekend flights to Las Vegas. Alaska is working to correct the problem; they have stationed a spare plane and crew in Seattle to cover for cancelled flights. And they can't be blamed for weather delays at the often foggy Sea-Tac Airport. Nonetheless, I still plan that my flight will arrive at least an hour late.

Another similarity to the competition is the steadily declining level of service. Alaska consistently hires and retains genuinely helpful, friendly customer service personnel. Catch them on a day where the airport isn't a frenzied zoo, and you couldn't ask for a better experience (compare them to surly United agents, and you'll see what I mean). Unfortunately, Alaska has taken the low-fare, high-volume approach popularized by Southwest, and it shows. Planes are dirtier, gate agents are overwhelmed (fortunately, since I use electronic ticketing, I rarely have to bother them), seats are closer together, and meal service is limited. Don't get me wrong--Alaska employees are still generally helpful, friendly and courteous; they're just rushed. Alaska also used to serve good, complete meals. The quality of their food is still high, but the quantities are smaller and you're more likely to get a bag of pretzels than anything substantial. Then again, Alaska also used to have legendary seat-mile revenues, and they've only managed to maintain those on their monopoly Alaskan routes.

On balance, I think that Alaska's service reflects the growing pains of the industry in general, as well as increased competition in their markets. As the Pacific Northwest has become an increasingly popular destination, they've encountered substantial encroachment in their territory (by Southwest, American, and others).

One of Alaska's marketing slogans is "For the same price, you just get more." I think that this holds true. But today, "more" is about the same as you could expect from a lesser airline 10 years ago.

Recommended: Yes