Alaska Air Wants You To Fucking Send It This Winter

These are strange and wonderful times we find ourselves in. Airlines used to be the mortal enemies of board-carrying surfers, but now they’re offering “swell deals“?

Alaska Air announced this week that they’re offering discounts of up to 30 percent on fares to Hawaii based—get this—on the size of the surf. The bigger the waves, the less you pay. From November 4 through 20, flights to and from Lihue, Kona, Maui and Honolulu are all subject to change based on what the buoys are doing. 

• 0 to 10ft = 10% off
• 11 to 15ft = 15% off
• 16 to 20ft = 20% off
• 21ft or more = 30% off 

Alaska’s teamed up with Surfline to offer this unique pricing model. It’s a great use of their forecasting platform with real benefits for surfers thinking about charging the Islands this month. And if you’re too cheap to pay for their premium forecasting services, now you can just check the outlook at AlaskaAir.com. Fares are updated on the daily at 12:00pm and 5:00pm.

Alaska Air calls this model of “dynamic pricing” and are considering applying it to powder hounds chasing snow in North America this winter. The idea is that, unlike my mom, most people don’t plan their vacations six months out anymore. And surfers, who blow with the breeze, are the perfect test subjects. 

“The [surfer] audience that is tracking the swell is not huge, but getting recognition is important,” Natalie Bowman, Managing Director of Brand and Marketing Communications at Alaska Airlines, told Forbes.com. “They’ll think about us.”

Oh, we see you Alaska. Earlier this year the carrier killed their extra baggage fees for surfboards, so now a board bag costs the same as a suitcase—$30. 

Now, if they could only do something about the legroom.