Alaska Airlines launches unified 'Atmos Rewards' loyalty program after merger with Hawaiian

"Atmos Rewards is more than a loyalty program – it’s a reflection of how guests travel today. We listened to what our members value most and built a program that’s grounded in generosity, personalization and practicality. We’re putting our members in the pilot’s seat, giving them control over how they earn and redeem, while honoring the legacy and values of both Alaska and Hawaiian."

Passengers can reach elite status more quickly under this program. The Atmos Rewards Summit Visa Infinite Card allows cardholders to earn one status point per $2 spent and provides a Global Companion Award. Milestones are unlocked starting at 10,000 status points. At the highest tier—Atmos Titanium—members receive complimentary same-day upgrades to global Business Class for themselves and a companion without needing extra points or certificates.

By next spring, Atmos status holders will get complimentary upgrades on flights to Hawaii. Members can also join groups focused on family travel or wellness experiences. Existing benefits for current loyalty members remain unchanged.

Financial analysts have generally viewed Alaska Airlines as a strong player in the industry with expectations that expanding its loyalty program could help grow market share among premium travelers as it integrates operations post-merger with Hawaiian Airlines. However, after announcing Atmos Rewards, shares fell about 2%, reflecting investor concerns about potential risks tied to some features of the new program.

Over the coming year, attracting high-spending travelers is expected to be important as Alaska seeks success following its merger with Hawaiian Airlines.