Seattle-Tacoma International Airport (SEA) has slowly become the center stage for another turf war between two major carriers. This time, it is between hometown airline Alaska Airlines and global legacy carrier 
Delta Air Lines, which has continued to expand its presence at the facility. Since designating Seattle as a major hub in 2014, Delta Air Lines has more than doubled departures and cemented its international reach across Asia and Europe. The airline has instead added premium lounges and deepened its appeal with corporate travelers.
Alaska Airlines, however, remains the market’s incumbent and lacked long-haul capabilities until it acquired Hawaiian Airlines. The stage is now set for a turf war of epic proportions in Seattle, one that will give investors a good view into who could offer the most financial outperformance in years to come. Alaska Airlines is planning on launching nonstop services to European long-haul destinations from Seattle, primarily adding London Heathrow (LHR), Reykjavík (KEF), and Rome (FCO) to its route map. Delta is also looking to expand in long-haul sectors. Flights to Barcelona have been added to the airline’s route map as well. While Delta is fighting to defend its market share, Alaska Airlines is undoubtedly pulling out all the stops.
A Brief Overview Of Seattle-Tacoma International
Seattle-Tacoma International Airport (SEA) is a single-terminal, multi-concourse airport that features four concourses and two satellite buildings that are linked by the SEA underground people mover system. A major recent upgrade is the airport’s 450,000-square-foot International Arrivals Facility (IAF), which is connected to the South Satellite by a striking 780-foot aerial walkway that spans across a taxi lane roughly 85 feet above the ground.
This new facility helps consolidate customs and emigration services into a new Grand Hall, which links an otherwise sterile international corridor to the rest of the facility. This now makes it easier for international travelers to easily connect through the airport, a necessary element of both Alaska Airlines’ and Delta Air Lines’ operating strategies at the facility over the next decade or so.
The airline officially opened this facility in April 2022, planning for full utilization by May 2022, with the airline planning on greatly expanding throughput for widebody traffic and positioning the airport as a strong West Coast gateway. Statements from the airport highlighted how this expansion effort was designed to encourage further airline growth. When airlines compete head-to-head for passenger traffic, customers tend to be the biggest winners, as they get better service and lower fares.
Alaska Airlines Is The Clear Hometown Carrier
Alaska Airlines is the airport’s hometown heavyweight by pretty much whatever category you choose to measure. It is also the airline that undoubtedly has the longest, most well-established relationship with the city and its principal customer base. Alaska Airlines offers more departures and has more loyalty program members than its competitors, but its historic weak point has been its lack of long-haul connectivity. The airline had initially joined the oneworld alliance with the intention of resolving this challenge, according to the Wall Street Journal.
However, it later came up with a bolder move that could prove more rewarding. In 2025, following the airline’s acquisition of Hawaiian Airlines that saw it bring Boeing 787s into its fleet, the carrier launched long-haul flights, with the first destinations being Tokyo Narita Airport (NRT) and Seoul Incheon Airport (ICN). Services to a handful of the aforementioned European destinations are set to follow. The airline wanted to challenge premium heavyweight Delta by adding service to London, including lie-flat premium cabin tickets. The carrier also surprised many analysts by adding nonstop services to Rome, which is a service mostly oriented at leisure travelers.
Alaska’s expansion plans call for a full 12 new international destinations to be added to the airline’s network by 2030, and the airline is looking to dominate the market share from the airport in not just domestic but also international segments. The airline has also made the investments needed to support this kind of expansion. The airline will soon open a flagship lounge in Seattle, and a true premium economy cabin will be added to retrofitted Boeing 787s. Starlink Wi-Fi and lie-flat business class seats should give corporate travelers everything they need.
What Is Delta Air Lines’ Presence In Seattle?
Delta Air Lines made Seattle-Tacoma International a major hub for its operations starting in 2014, and the airport was designed to anchor the carrier’s transpacific expansion strategy. It was also meant to be an asset that broadened the capabilities of the airline’s domestic revenue pool. The airline has since doubled down on departures from SEA, establishing premium long-haul links to major cities in East Asia and Europe, while also investing heavily in its presence at the airport. All signals pointed to Delta’s desire to turn Seattle into a major long-haul hub for its global operations.
The airline is not playing games when it comes to maintaining its status as a premium leader in the Seattle market. The carrier opened two new lounges, including the Delta One lounge for international business-class customers. The airline is also investing in fleet-wide Wi-Fi, attempting to cater to high-demand premium travelers who put a price on connectivity. Delta’s route network from SEA highlights a relatively unique value proposition. The airline is looking to become a full-service global network player, using other hubs and the remainder of its network to offer breadth even when Alaska Airlines is the larger player in the local market.
In a rapid response to Alaska’s network expansion efforts, Delta elected to add services to Barcelona. This showcased the airline’s willingness to fight for market share in international leisure-oriented markets on top of just domestic services. The airline’s leadership team has continued to project confidence, demonstrating the carrier’s intention to grow in this unique market. The airline believes that its alliance, schedule depth, and front-cabin experience will allow it to maintain and grow its position at Seattle-Tacoma International.
A Brief Look At Competitive Dynamics In This Market
There is a relatively unique type of competition occurring at this airport. While Alaska owns verticals like frequency and maintains affinity over the local market, its lack of long-haul breadth has led Delta Air Lines to develop a structural edge in global markets. Alaska is now looking to attack this edge with widebody flights. Delta Air Lines, the most profitable carrier in the market and the long-time market leader in international premium travel, will undoubtedly not go easy.
The carrier is planning on selective expansion into several must-fly markets, and Delta is going to have to get ready to go on the defensive. Delta remains the most appealing carrier for high-end corporate travelers and global premium spenders, but Alaska’s value proposition is becoming increasingly hard to turn down. The airline has a strong hometown identity, and the airline’s loyalty program keeps many passengers flying Alaska metal. Here is an overview of the two airlines’ market share at SEA, using data from the Bureau of Transportation Statistics:
|
Airlines: |
SEA Market Share: |
|---|---|
|
Alaska Airlines: |
49.08% |
|
Delta Air Lines: |
19.82% |
Seattle-based travelers will likely want to have just one loyalty membership and do all their traveling with just one airline. The next stage in this competitive war will be for us to see if Alaska can scale its long-haul capabilities without ultimately diluting its margins. Delta, on the other hand, must keep SEA relevant amid broader initiatives to diversify its West Coast footprint. Both are moves that look to capture tech-sector contracts and improve yields in the front cabin. Reliability remains a deciding factor for these carriers.
What Kind Of Impact Does This Competition Have On Alaska?
Alaska’s acquisition of Hawaiian Airlines has put it in the position to enter the widebody market. The incorporation of this new carrier into the group can help Alaska build itself into a global gateway operator and unlock corporate contracts that will make its cobranded credit card and loyalty program offerings far more compelling.
The benefits that this program could unlock for Alaska are huge. The highest margins anywhere in the skies are generated in long-haul premium cabins. Every new lie-flat business class seat and long-haul connection gives Alaska more opportunities to expand its premium revenue share and grow its operating margins.
The airline does have some significant execution risks. It is adding premium lounges, upgrading cabins, and installing Starlink Wi-Fi on its long-haul models. This requires significant upfront investments, ones which could be difficult to justify if the airline cannot sustain load factors and yields.
What Impacts Does This Competition Have On Delta Air Lines?
Competitive pressures have forced Delta Air Lines to keep leaning into its network outside of SEA, focusing on destination breadth and premium product deployment. The airline’s ability to quickly respond to Alaska’s moves in the long-haul market demonstrates that Delta is playing for keeps in Seattle.
The airline wants to signal to the market and investors that it will protect connectivity to and from Seattle even in the face of competition. The airline is looking to open lounges and grow the presence of its Wi-Fi network in order to bolster the carrier’s premium narrative.
This global push could further raise Delta’s marketing within the region and appeal to high-spending travelers. Where Delta will likely struggle is in the back of the aircraft. Weaker margins have been reported in economy cabins across the airline’s network, and these are exactly the kinds of markets where the airline’s competitive edge in the market is likely very weak.
