Our Opportunity

One year after the COVID-19 pandemic caused global upheaval, the airline industry was severely feeling the repercussions. The frontline workers of the airline industry were exhausted. Change needed to be made. Alaska Airlines decided to make a recommitment to their brand values by focusing their efforts where it counted most: their employees.

Alaska Airlines aimed to recognize their employees following the business stresses of the pandemic by creating a “wellbeing-forward” training program that would enable frontline airline employees to re-energize, and re-engage. The goal was to build a semi-permanent physical space where these “care” training programs could take place over the course of a year.

Our Solution

The Alaska CARE Retreat was created to emphasize the importance of caring for one another during these difficult times, with a focus on guest care, employee care, and self care. Over 13,000 guest-facing Alaska employees were invited to participate in the program, which has held over 70 retreat sessions over 18-months. 

From transport to departure, we created a thoughtful journey with the employee at the heart. The historic Filson Clothing factory/retail headquarters in Seattle, WA was transformed into a tranquil, organically laid out space where employees could feel comfortable and relaxed.

BeCore concepted, designed, defined the operational procedures and managed the experience throughout the duration of the program.

Our Outcome

Over the course of 18-months, the Care Retreat has hosted over 13,000 employees, including 1,000 Alaska Airline Leaders. There was an 80% program effectiveness rating and a pre-/post-survey lift of “I believe Alaska Cares about me” of +8pts following employee attendance of the experience. 

The reviews have been amazing as employee after employee have expressed a positive and recharged view of the organization. Alaska Airlines has been able to reinstate that CARE doesn’t only  CARE about their customers and their employees through the impact of this program. 

KPIs

13,000 guests

80% effectiveness rating