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

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.