The company is actively trying to increase direct-to-customer sales to reduce distribution costs from travel agencies, creating a need for technologies that enhance their website, mobile apps, and direct marketing capabilities.
Filing excerpt
Selling direct is our most cost efficient sales channel. Direct sales are also preferable from a branding and customer relationship standpoint, because we can establish ongoing communication with the guest and tailor outreach accordingly. As a result, we prioritize efforts that drive more business to our direct sales channels.
What this signalsFilings often name leadership changes, deals and spending plans.
sec-10kchannelShiftGet every 10-K signal for Alaska Airlines and the companies you sell to, in the tools you already use.
Connect Autobound to Claude, Claude Code or Cursor with MCP. Then ask: “What changed at Alaska Airlines this week?”
The Signal API returns 10-K signals for any list of companies as JSON, for your CRM, warehouse or app.
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This page shows a preview. The full sec-10k record in the Signal API and MCP can also have these 8 fields. Some fields are empty for some signals.
Company
linkedin_urlValue in the APIindustriesValue in the APIemployee_count_lowValue in the APIemployee_count_highValue in the APIrevenueValue in the APIdescriptionValue in the APISignal
signal_nameValue in the APIassociationValue in the APIGET /v1/signals/d284d0cb-4d8e-4240-a157-113c37b6dc36 returns this record as JSON. POST /v1/companies/enrich returns every signal for alaskaair.com.
{
"signal_id": "d284d0cb-4d8e-4240-a157-113c37b6dc36",
"signal_type": "sec-10k",
"signal_subtype": "channelShift",
"detected_at": "2026-02-17T06:39:21.48+00:00",
"company": {
"name": "Alaska Airlines",
"domain": "alaskaair.com"
},
"data": {
"detail": "The company is actively trying to increase direct-to-customer sales to reduce distribution costs from travel agencies, creating a need for technologies that enhance their website, mobile apps, and direct marketing capabilities.",
"metrics": {
"pct": 0.74,
"timeframe": "current_year",
"pct_context": "Percentage of total sales conducted direct to customer in 2025."
},
"summary": "Prioritizing shift to direct sales channels, which now account for 74% of total sales.",
"excerpts": "Selling direct is our most cost efficient sales channel. Direct sales are also preferable from a branding and customer relationship standpoint, because we can establish ongoing communication with the guest and tailor outreach accordingly. As a result, we prioritize efforts that drive more business to our direct sales channels.",
"relevance": 0.8,
"sentiment": "positive",
"confidence": "high",
"source_url": "https://www.sec.gov/Archives/edgar/data/766421/000076642126000010/alk-20251231.htm",
"filing_date": "2026-02-12",
"filing_year": 2026,
"fiscal_year_end": "12/31",
"sales_relevance": "New channel tools needed",
"signal_category": "market"
}
}
curl https://signals.autobound.ai/v1/signals/d284d0cb-4d8e-4240-a157-113c37b6dc36 \
-H "X-API-KEY: $AUTOBOUND_API_KEY"curl -X POST https://signals.autobound.ai/v1/companies/enrich \
-H "X-API-KEY: $AUTOBOUND_API_KEY" \
-H "Content-Type: application/json" \
-d '{"domain":"alaskaair.com","limit":20}'Long text fields are shortened on this page.
Looking up one signal by its id is free. Enrich costs 2 credits per signal returned; a call with no results is free.