San Francisco International Airport (SFO) has been dealing with an influx of confused travelers since Oakland International Airport (OAK) rebranded itself as ‘San Francisco Bay Oakland International Airport’ earlier this year. The new name, intended to reflect OAK’s position on the eastern side of the Bay Area and boost its visibility, has inadvertently caused some travelers to believe OAK is actually SFO.
Between June 18th and July 1st, six incidents were reported where passengers mistakenly arrived at SFO, thinking their flights were departing from there instead of OAK. This included passengers with tickets for airlines that don’t even serve SFO and those heading to destinations without direct flights from the airport.
While SFO officials anticipated potential confusion, Oakland officials have defended the decision. They argue that the new name provides clarity about the airport’s location and could attract more nonstop services. Despite the legal dispute, the name change has been welcomed by passengers and airline partners at OAK. Southwest Airlines, the airport’s largest carrier, and other low-cost airlines like Spirit Airlines have supported the rebranding.
However, the confusion hasn’t gone unnoticed. In April, San Francisco’s City Attorney filed a federal trademark infringement lawsuit against Oakland, arguing that the new name is misleading and infringes on SFO’s established brand. The Port of Oakland has responded by seeking court confirmation that the name change doesn’t constitute trademark infringement.
Oakland officials are hopeful that the new name will improve connectivity, especially after the airport lost over 40 routes in the past 16 years. They point to a 42.1% increase in international traffic in January 2024 compared to the same period in 2023 as evidence of the rebranding’s positive impact. International carriers, including Volaris, which connects OAK to five Mexican destinations, have also shown their support for the name change.
Despite the legal challenges, OAK is positioning itself as a more competitive alternative for Bay Area travelers. The airport’s new name is a bold move that aims to increase its visibility and attract more passengers. However, the confusion it has caused and the ongoing legal battle remain significant challenges for the airport to overcome.
