IVA: Alaska Air Imposes Surcharge On Heterosexuals

Item: Alaska Air imposes 10% surcharge on heterosexuals /Idaho Values Alliance

More Info: When an employee complained that this was “reverse discrimination,” since there is no “micro-website” for heterosexuals (or for Blacks or Hispanics for that matter), the employee was informed essentially that moral values don’t matter to corporate officials because the LGBT community represents a “gigantic profitable segment of the market.”

SReporter Tom Sowa: I checked with a Paul McElroy, an Alaska Airlines spokesman on whether there is a “heterosexual” penalty for some tickets. No, there isn’t. McElroy said any discount being marketed directly through Alaska to gays, lesbians and transgender people is the same discount anyone else can get for those same Alaska routes. So why do it at all? McElroy said the airline really wants to market to that group, and does so through ( this link ).

Question: Reverse discrimination? Or good marketing strategy?