Case Study: Alaska Airlines achieves $200-300M revenue targets with Optimizely

Alaska Airlines drives $200-300M in revenue with Optimizely

Alaska Airlines faced the challenge of making digital decisions in organizational silos, relying on limited feedback rather than data tied to business outcomes. Their challenge grew with the acquisition of Hawaiian Airlines, which introduced global complexity in payments, currency, and languages. To build a data-driven culture, they partnered with Optimizely, utilizing its Experimentation platform.

Alaska embedded Optimizely into its core processes, mandating that no feature launch without enabling it for testing. This shifted experimentation from optional to standard practice, breaking down silos and aligning teams on shared revenue goals. The results were substantial, with Alaska now running over 100 experiments annually. This program drives $200-300 million in incremental revenue each year, with recent experiments showing a 70% positive impact rate and a tripling of experiment velocity on their website.

Alaska Airlines