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

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Alaska Airlines launches unified 'Atmos Rewards' loyalty program after merger with Hawaiian
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Ben Minicucci, CEO of Alaska Airlines | Alaska Airlines

Alaska Airlines has announced the launch of Atmos Rewards, a new loyalty program that merges its former Mileage Plan with HawaiianMiles. The unified program allows members to choose how they earn miles—by distance flown, price paid, or number of flight segments. This approach aims to provide flexibility for travelers using Alaska, Hawaiian, and their network of global partners.

Redemptions under the new program start at 4,500 points. Perks begin for those who accumulate 10,000 status points. Alaska Airlines is also introducing the Atmos Rewards Summit Visa Infinite card, which will help customers earn status faster and includes a Global Companion Award benefit. In addition, starting in 2026, Starlink Wi-Fi will be installed across the fleet and will be free for Atmos members.

The airline states that the new system keeps features from the Alaska Mileage Plan while adding more options for earning and redeeming points. Andrew Harrison, Chief Commercial Officer of Alaska Airlines, said:

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"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.

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