Why Alaska Airlines’ New Puerto Vallarta Route from St. Louis is a Game-Changer for US Travelers!

Published on February 14, 2026

While Alaska Airlines is known for its strong presence on the West Coast of the United States, the airline has recently made a surprising move by launching international flights from St. Louis, a city not traditionally associated with the carrier’s operations. This new route, connecting St. Louis Lambert International Airport to Puerto Vallarta, marks a bold step for the airline, which is primarily based in Seattle and operates major hubs in cities like San Francisco, Los Angeles, and Portland. But what’s behind Alaska Airlines’ decision to fly from a city like St. Louis to Puerto Vallarta? Let’s take a closer look at the airline’s strategic reasoning and what this new route means for travelers.

St. Louis: An Unlikely Launchpad for Alaska Airlines

St. Louis, located in the Midwest, is not a typical base for Alaska Airlines. The airline has a minimal presence in the city, mainly offering flights to Seattle and Portland. In fact, Southwest Airlines is the dominant player at St. Louis Lambert International Airport, operating an extensive domestic network and offering a variety of international routes, including service to Mexico and the Caribbean. Alaska Airlines has previously only offered service to cities within its West Coast hub, making its decision to fly to Puerto Vallarta from St. Louis all the more intriguing.

So why is Alaska Airlines venturing into unfamiliar territory with this new international route? The answer lies in the airline’s broader strategy to fill its aircraft during the low season and capture demand in vacation destinations. Puerto Vallarta, a top tourist destination in Mexico, sees significant travel from the United States, particularly during the winter months when vacation demand is high. However, Alaska Airlines‘s new route is a clear sign of its strategy to extend its network and serve markets with less competition, especially in cities like St. Louis, which don’t have a major international carrier presence.

Seasonal Routes to Mexico: The Logic Behind the Move

This new route is part of Alaska Airlines’ larger strategy of adding seasonal routes to vacation destinations during the winter months. While the Pacific Northwest and Alaska are crucial parts of its operation, demand tends to be lower during the colder months, which affects the airline’s ability to fill seats. To offset this, the airline has focused on expanding seasonal offerings to Latin America, particularly to Mexico and the Caribbean, where demand peaks during winter.

In fact, this move to Puerto Vallarta is not the only new route Alaska Airlines has introduced this season. Along with the St. Louis flight, the airline also began new routes to Puerto Vallarta from New York JFK and Kansas City. These routes all have one thing in common: they’re designed to meet the increased demand for vacation destinations in Mexico, which sees a spike in American tourists looking to escape the cold winter months.

Partnerships with Travel Companies to Ensure Profitability

One of the key reasons behind this seemingly unusual route is Alaska Airlines’ partnership with Apple Vacations, a company specializing in all-inclusive vacation packages. This collaboration enables Alaska Airlines to secure a block of seats on these seasonal routes, guaranteeing a certain level of profitability. While this model may seem unconventional, it ensures that Alaska Airlines can offer these routes with low risk, even if demand from independent travelers is not as high as from those booking through vacation packages.

For example, Alaska Airlines is operating the St. Louis to Puerto Vallarta route on a Saturday-only basis, using its largest aircraft, the Boeing 737 MAX 9. Although these low-frequency flights might not seem typical for a full-service carrier, they provide a steady revenue stream for the airline during a time when other routes might not be as profitable. By leveraging partnerships with travel companies like Apple Vacations, Alaska Airlines can make these routes profitable without the risk of underutilized aircraft.

Alaska Airlines and Its Growing Presence in Mexico

While the new routes may seem out of place given Alaska Airlines’ traditional West Coast focus, they are an essential part of the airline’s broader strategy to expand its presence in Latin America. With more and more travelers seeking affordable, sun-soaked destinations in Mexico, the airline is positioning itself to capitalize on this growing demand. As other major airlines like United, American Airlines, and Delta dominate the more traditional West Coast-to-Mexico routes, Alaska Airlines is able to carve out a niche in smaller, less-competitive markets such as St. Louis.

Alaska Airlines’ new routes to Puerto Vallarta are part of an ongoing trend of increased competition in the market between U.S. airlines flying to popular Mexican destinations. Despite having a relatively low profile in St. Louis, Alaska Airlines is making significant strides in becoming a key player in serving travelers who seek affordable and direct flights to vacation destinations in Mexico.

Understanding the Route’s Low-Risk Nature

The relatively low-risk nature of the St. Louis to Puerto Vallarta route can be attributed to its low frequency—operating only on Saturdays—and its reliance on vacation package sales to ensure profitability. The Boeing 737 MAX 9 is an aircraft capable of carrying a significant number of passengers, which helps make this route economically viable despite its low-frequency schedule. Given that the flights are designed to meet the seasonal demand for vacations, the airline can manage the capacity more effectively without overcommitting resources.

In addition to the strategic use of partnerships, Alaska Airlines is focusing on routes that connect smaller cities with popular destinations. The airline’s aim is to offer a convenient way for travelers to access vacation spots like Puerto Vallarta without having to travel from larger cities with established airline hubs. This approach not only benefits Alaska Airlines but also provides a more diverse network of options for American travelers seeking to explore new destinations in Mexico and beyond.

Why This Expansion Makes Sense for Alaska Airlines

Alaska Airlines’ decision to add Puerto Vallarta to its route map from St. Louis is a calculated move that capitalizes on seasonal demand and strategic partnerships. The airline’s ability to maintain a presence in the competitive vacation market, especially during the winter season, showcases its evolving approach to network expansion. Despite not being a dominant player in St. Louis, the airline’s low-frequency routes and vacation package partnerships offer a low-risk yet profitable opportunity to serve a new market, and position Alaska Airlines as a key provider of leisure travel options to Mexico.