The New Route

Alaska Airlines will launch the only nonstop service between San Diego International Airport and Loreto, Mexico, on December 19, 2026, making it the carrier's 50th nonstop destination from SAN. The seasonal route operates twice weekly — Wednesdays and Saturdays — aboard an Embraer E175 flown by SkyWest Airlines, running through April 28, 2027. The addition cements Alaska's position as the airport's leading airline by nonstop destination count, ahead of all competing carriers.

For hospitality operators, resort developers, and food and beverage suppliers eyeing Baja California Sur, the new service creates a direct demand pipeline from one of Southern California's largest travel markets into a destination known for its coastal tourism, sport fishing, and culinary scene tied to the Sea of Cortez. Loreto's relative underdevelopment compared to Los Cabos makes it a rising target for boutique hotel and restaurant investment, and a dedicated nonstop from a major gateway signals growing leisure travel appetite for the corridor.

The 40-Year Milestone

Alaska launched its first San Diego flight on December 1, 1986. Four decades on, its combined network with Hawaiian Airlines now reaches every major Hawaiian island from SAN as well as destinations across the U.S., Mexico, and Latin America. The airline is also planning to open one of the largest airport lounges in San Diego in 2028 — a development that will shape premium traveler expectations and the food and beverage standards that come with them, given that lounge food and drink programs have become a competitive differentiator in the post-pandemic travel market. Operators and beverage industry suppliers tracking airport hospitality spend should note the timeline.

"As San Diego's airline, we're proud to offer more nonstop destinations from San Diego than any other airline and to be the leading carrier serving Mexico from the market," said Darren Scott, Managing Director of Network at Alaska Airlines. Neil Thwaites, Vice President of Global Sales & California Commercial Performance, added that the airline remains the only carrier with both a pilot and flight attendant base in the San Diego region, underscoring the depth of its local operational commitment.

Loyalty and Guest Perks

To mark the anniversary, Alaska is running a months-long giveaway: 40 guests will receive Atmos Rewards Gold status for 40 years, with perks including complimentary upgrades, free checked bags, and access to premium partner benefits. One grand-prize winner takes home 1 million Atmos Rewards points redeemable across Alaska's global network — which now includes London, Reykjavik, Rome, Seoul, Tokyo, Sydney, and Papeete, with Paris and Athens service planned for spring 2027.

For restaurant and hospitality operators in San Diego, the broader story is straightforward: more nonstop access means more inbound visitors and stronger outbound travel patterns from a high-spending regional consumer base. As Alaska deepens its San Diego footprint, the ripple effects for local foodservice, hotel food and beverage programs, and tourism-adjacent businesses are meaningful and likely to grow as the 2028 lounge opening approaches.

Written by Michael Politz, Author of Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1), Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine's "Top 40 Under 40" for founding American Wholesale Floral, Politz is also the Co-founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.