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Alaska Airlines may rebrand lounges as 'Atmos,' expanding post-Hawaiian acquisition

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Alaska Airlines may rebrand lounges as 'Atmos,' expanding post-Hawaiian acquisition
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Alaska Airlines has filed a trademark for the name "Atmos," sparking speculation about potential changes to its lounge branding. The airline, based in Seattle, has not confirmed any specific plans related to the trademark. The filing was reported by the San Francisco Business Journal and indicates that "Atmos" could be used for “airport services featuring transit lounge facilities for passenger relaxation.”

This move follows Alaska Airlines' recent acquisition of Hawaiian Airlines by Alaska Air Group. There is speculation that "Atmos" might serve as a neutral brand covering lounges for both airlines, maintaining their distinct identities while providing a unified experience.

Currently, Alaska Airlines operates nine lounges across six U.S. airports under the Alaska Lounges brand. The airline plans to expand its lounge network significantly by 2027, including new locations in San Diego and Honolulu and a flagship lounge at Seattle-Tacoma International Airport's C Concourse.

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The expansion aligns with Alaska Air Group's strategy to utilize Hawaiian Airlines' wide-body aircraft for new long-haul routes from Seattle Tacoma International Airport (SEA). These routes include flights to Tokyo Narita (NRT) starting in May 2025 and Seoul Incheon (ICN) beginning in October 2025.

In August 2025, Alaska Air Group aims to offer more connecting seats and destinations from Seattle than its competitors at the airport or other major West Coast hubs. This could potentially lead to additional routes such as London or Paris being considered in the future.

Hawaiian Airlines' wide-body fleet currently includes 26 Airbus A330-200 and Boeing 787-9 aircraft, with an order for ten more Dreamliners planned. This fleet expansion supports both Hawaiian Airlines' and Alaska Air Group's long-haul aspirations.

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