Exhibit 99.1

Media contact:                                                -or-        Investor/analyst contact:

Bobbie Egan                                                                 Shannon Alberts

Media Relations Manager                                          Managing Director of Investor Relations

(206) 392-5134                                                               (206) 392-5218

 FOR IMMEDIATE RELEASE  Oct. 4, 2010

ALASKA AIR GROUP REPORTS SEPTEMBER TRAFFIC

SEATTLE — Alaska Air Group Inc. (NYSE:ALK) today reported September operational results for its subsidiaries, Alaska Airlines (Alaska) and Horizon Air (Horizon).

ALASKA AIRLINES

Alaska reported a 12.9 percent increase in traffic on a 7.8 percent increase in capacity, resulting in a 3.6-point increase in load factor to 81.5 percent. Alaska also reported that 90.5 percent of its flights arrived on time in September 2010, a 0.5-point increase compared to the 90.0 percent reported in September 2009.

The following table shows the operational results for September 2010 and for the first nine months of 2010, compared to the prior-year periods:

	September									Year-to-Date
	2010			2009			Change			2010			2009			Change
Revenue passenger miles "RPMs" (in millions)		1,637			1,450			12.9	%		15,124			13,812			9.5	%
Available seat miles "ASMs" (in millions)		2,008			1,862			7.8	%		18,197			17,469			4.2	%
Passenger load factor		81.5	%		77.9	%	3.6		pts		83.1	%		79.1	%	4.0		pts
Revenue passengers (in thousands)		1,340			1,235			8.6	%		12,373			11,796			4.9	%
On-time arrivals as reported to U.S. DOT		90.5	%		90.0	%		0.5	pts		88.8	%		81.9	%		6.9	pts

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HORIZON AIR

Horizon reported a 2.9 percent decline in traffic on a 5.9 percent decline in capacity compared to September 2009, resulting in a 2.4-point increase in load factor to 76.1 percent.  Horizon also reported that 86.8 percent of its flights arrived on time in September 2010, a 4.5-point decrease compared to the 91.3 percent reported in September 2009.

The following table shows the operational results for September 2010 and for the first nine months of 2010, compared to the prior-year periods:

	September									Year-to-Date
	2010			2009			Change			2010			2009			Change
RPMs (in millions)		193			199			(2.9	)%		1,857			1,799			3.2	%
ASMs (in millions)		254			270			(5.9	)%		2,461			2,470			(0.4	)%
Passenger load factor		76.1	%		73.7	%	2.4		pts		75.5	%		72.8	%	2.7		pts
Revenue passengers (in thousands)		541			556			(2.6	)%		5,116			5,055			1.2	%
On-time arrivals		86.8	%		91.3	%	(4.5		)pts		87.2	%		86.4	%	0.8		pts

Alaska Airlines and Horizon Air, subsidiaries of Alaska Air Group (NYSE: ALK), together serve more than 90 cities through an expansive network in Alaska, the Lower 48, Hawaii, Canada and Mexico. Alaska Airlines ranked “Highest in Customer Satisfaction Among Traditional Network Carriers” in the J.D. Power and Associates 2008, 2009 and 2010 North America Airline Satisfaction StudiesSM. For reservations, visit alaskaair.com. For more news and information, visit the Alaska Airlines/Horizon Air Newsroom at alaskaair.com/newsroom

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