<SEC-DOCUMENT>0001246360-20-001166.txt : 20200508
<SEC-HEADER>0001246360-20-001166.hdr.sgml : 20200508
<ACCEPTANCE-DATETIME>20200508170729
ACCESSION NUMBER:		0001246360-20-001166
CONFORMED SUBMISSION TYPE:	4
PUBLIC DOCUMENT COUNT:		1
CONFORMED PERIOD OF REPORT:	20200507
FILED AS OF DATE:		20200508
DATE AS OF CHANGE:		20200508

REPORTING-OWNER:	

	OWNER DATA:	
		COMPANY CONFORMED NAME:			CAMPBELL PHYLLIS J
		CENTRAL INDEX KEY:			0001141648

	FILING VALUES:
		FORM TYPE:		4
		SEC ACT:		1934 Act
		SEC FILE NUMBER:	001-08957
		FILM NUMBER:		20861620

	BUSINESS ADDRESS:	
		STREET 1:		411 108TH AVENUE N.E.
		STREET 2:		15TH FLOOR
		CITY:			BELLEVUE
		STATE:			WA
		ZIP:			98004-5515
		BUSINESS PHONE:		4254623155

	MAIL ADDRESS:	
		STREET 1:		411 108TH AVENUE N.E.
		STREET 2:		15TH FLOOR
		CITY:			BELLEVUE
		STATE:			WA
		ZIP:			98004-5515

ISSUER:		

	COMPANY DATA:	
		COMPANY CONFORMED NAME:			ALASKA AIR GROUP, INC.
		CENTRAL INDEX KEY:			0000766421
		STANDARD INDUSTRIAL CLASSIFICATION:	AIR TRANSPORTATION, SCHEDULED [4512]
		IRS NUMBER:				911292054
		STATE OF INCORPORATION:			DE
		FISCAL YEAR END:			1231

	BUSINESS ADDRESS:	
		STREET 1:		19300 INTERNATIONAL BOULEVARD
		CITY:			SEATTLE
		STATE:			WA
		ZIP:			98188
		BUSINESS PHONE:		206-392-5040

	MAIL ADDRESS:	
		STREET 1:		19300 INTERNATIONAL BOULEVARD
		CITY:			SEATTLE
		STATE:			WA
		ZIP:			98188

	FORMER COMPANY:	
		FORMER CONFORMED NAME:	ALASKA AIR GROUP INC
		DATE OF NAME CHANGE:	19920703
</SEC-HEADER>
<DOCUMENT>
<TYPE>4
<SEQUENCE>1
<FILENAME>form.xml
<DESCRIPTION>PRIMARY DOCUMENT
<TEXT>
<XML>
<?xml version="1.0"?>
<ownershipDocument>

    <schemaVersion>X0306</schemaVersion>

    <documentType>4</documentType>

    <periodOfReport>2020-05-07</periodOfReport>

    <notSubjectToSection16>true</notSubjectToSection16>

    <issuer>
        <issuerCik>0000766421</issuerCik>
        <issuerName>ALASKA AIR GROUP, INC.</issuerName>
        <issuerTradingSymbol>ALK</issuerTradingSymbol>
    </issuer>

    <reportingOwner>
        <reportingOwnerId>
            <rptOwnerCik>0001141648</rptOwnerCik>
            <rptOwnerName>CAMPBELL PHYLLIS J</rptOwnerName>
        </reportingOwnerId>
        <reportingOwnerAddress>
            <rptOwnerStreet1>19300 INTERNATIONAL BLVD</rptOwnerStreet1>
            <rptOwnerStreet2></rptOwnerStreet2>
            <rptOwnerCity>SEATTLE</rptOwnerCity>
            <rptOwnerState>WA</rptOwnerState>
            <rptOwnerZipCode>98188</rptOwnerZipCode>
            <rptOwnerStateDescription></rptOwnerStateDescription>
        </reportingOwnerAddress>
        <reportingOwnerRelationship>
            <isDirector>true</isDirector>
            <isOfficer>false</isOfficer>
            <isTenPercentOwner>false</isTenPercentOwner>
            <isOther>false</isOther>
        </reportingOwnerRelationship>
    </reportingOwner>

    <nonDerivativeTable>
        <nonDerivativeTransaction>
            <securityTitle>
                <value>COMMON STOCK</value>
                <footnoteId id="F1"/>
            </securityTitle>
            <transactionDate>
                <value>2020-05-07</value>
            </transactionDate>
            <deemedExecutionDate></deemedExecutionDate>
            <transactionCoding>
                <transactionFormType>4</transactionFormType>
                <transactionCode>A</transactionCode>
                <equitySwapInvolved>false</equitySwapInvolved>
                <footnoteId id="F2"/>
            </transactionCoding>
            <transactionAmounts>
                <transactionShares>
                    <value>2445</value>
                </transactionShares>
                <transactionPricePerShare>
                    <value>0</value>
                </transactionPricePerShare>
                <transactionAcquiredDisposedCode>
                    <value>A</value>
                </transactionAcquiredDisposedCode>
            </transactionAmounts>
            <postTransactionAmounts>
                <sharesOwnedFollowingTransaction>
                    <value>46624</value>
                </sharesOwnedFollowingTransaction>
            </postTransactionAmounts>
            <ownershipNature>
                <directOrIndirectOwnership>
                    <value>D</value>
                </directOrIndirectOwnership>
            </ownershipNature>
        </nonDerivativeTransaction>
    </nonDerivativeTable>

    <footnotes>
        <footnote id="F1">TOTAL HELD IN COLUMN 5 INCLUDES 21,344 DEFERRED STOCK UNITS (DSUs) PREVIOUSLY GRANTED UNDER THE ISSUER'S 2008 PERFORMANCE INCENTIVE PLAN. THE DSUs ARE 100% VESTED ON THE DATE OF GRANT AND ISSUABLE IN COMMON SHARES UPON RESIGNATION FROM THE ALASKA AIR GROUP, INC. BOARD OF DIRECTORS.</footnote>
        <footnote id="F2">DIVIDEND EQUIVALENTS IN THE FORM OF DEFERRED STOCK UNITS (DSUs), GRANTED PURSUANT TO PREVIOUSLY REPORTED DSU AWARDS UNDER THE ISSUER'S 2008 PERFORMANCE INCENTIVE PLAN.  THE DSUs REPORTED ON THIS FORM ARE 100% VESTED ON THE DATE OF GRANT AND PAYABLE IN SHARES OF COMMON STOCK ON A ONE-FOR-ONE BASIS UPON THE REPORT PERSON'S RESIGNATION FROM THE ISSUER'S BOARD OF DIRECTORS.</footnote>
    </footnotes>

    <ownerSignature>
        <signatureName>/S/ JEANNE E GAMMON, ATTORNEY IN FACT FOR PHYLLIS J. CAMPBELL</signatureName>
        <signatureDate>2020-05-08</signatureDate>
    </ownerSignature>
</ownershipDocument>
</XML>
</TEXT>
</DOCUMENT>
</SEC-DOCUMENT>
