MIAMI  On Monday, Alaska Airlines announced the Alaska Beyond concept. This concept is all about introducing an enhanced flight experience while renewing its commitment to its customers.  Clearly as Alaska faces upgraded inflight products, especially from direct competitor Delta the airline is doubling down on passenger experience. RunwayGirl Network alluded to as much in a recent exclusive story that the airline has decided to focus on retaining loyalty of current customers rather then an out and out rebrand.

The main change is that Alaska started rolling out a brand-new inflight entertainment system today. Meanwhile, the carrier is making some other small enhancements to its dinning options and renewing commitments to Recaro seats.

Today, the carrier launched their brand-new inflight entertainment system–Beyond Entertainment–which allows customers to watch blockbuster hit movies, TV shows, and other exclusive content on their own devices. The new inflight entertainment system is free through January, but after January, customers will have to begin paying for premium content that starts at $1.99. However, more than 100 titles of short videos will be complimentary to all passengers. The carrier expects to have all of its 737 aircraft equipped with the new service by April 2015.

The new inflight entertainment system continues the trend of airlines now introducing new IFE options that customers access through their own personal electronic devices. American, Southwest, United, and Delta have all launched such products.

Alaska also introduced its Beyond Delicious concept. On the blog, Hutchison explains:

Our food and beverage team scours all the amazing places we fly looking for fresh, local tastes to share with our customers.

Their discoveries include Tom Douglas signature entrees, my favorite Signature Fruit & Cheese Platter featuring Beecher’s and Tillamook cheeses, hand-poured Chateau Ste. Michelle and Canoe Ridge wines, Sun Liquor hand-crafted liquors and local micro-brews. They also like to introduce our flyers to new and popular treats like our banh mi sandwich and grilled cheese sandwich with Skillet Bacon Jam.

When I travel I love to relax with a glass of white wine and our Signature Fruit & Cheese Platter. I’m confident that whatever new flavors you discover on your next flight with us will be beyond delicious!

As far the seats are concerned, there is not a lot changes. The carrier did express
that it is committed to continuing to install Recaro leather seats on all of its aircraft as part of its Beyond Comfort program. Additionally, it also reiterated that it is committed to equipping every seat with its own standard and USB personal power outlets. Currently, more than 95 percent of Alaska’s fleet have power outlets at every seat.

“If you haven’t flown Alaska lately, you’ll be delighted with the enhanced experience that we are now offering onboard,” said Curtis Kopf, the airline’s vice president of customer innovation and marketing. “At Alaska, we pride ourselves on offering unique amenities that make travel more enjoyable.”