Unlike other major carriers that now use demand-based pricing—where the number of points needed fluctuates with cash fares—Alaska continues to use a distance-based system. This structure prices awards by miles flown rather than by market demand or travel dates.
Concerns had surfaced among frequent flyers and industry analysts that Alaska might follow other airlines in adopting dynamic pricing after its merger with Hawaiian Airlines and following its pledge not to devalue its loyalty currency—a commitment made during regulatory review of the acquisition by the Biden administration.
On August 20, Alaska Air Group clarified that it would keep both its promise and its award chart. Brett Catlin, Alaska’s top loyalty executive, said: "I get that, as an industry, we've conditioned guests to expect the worst anytime there's a loyalty program change," alluding to changes at other airlines and hotels that often result in higher redemption costs for customers. "That's not the way we're wired."
Alaska last updated its partner award chart in April 2024. Since then, Atmos Rewards points have consistently ranked among the most valuable of any U.S. airline currency according to monthly valuations by The Points Guy—though American Airlines AAdvantage miles were rated slightly higher in September 2025.
The value of these points and expanded partner award availability have increased interest in Alaska’s program beyond its West Coast base—including through credit card offerings and a transfer partnership with Bilt Rewards.
Catlin noted: "We've created a proposition that resonates with guests. We've seen [program] usage go up dramatically over the past year."
Looking ahead, Catlin provided reassurance but stopped short of making long-term guarantees about redemption rates: "We have no plans, at this point," he said, "to radically change how we're structuring redemptions."
Some observers remain cautious about future adjustments. Zach Griff, senior writer at The Points Guy, commented: "If I were a betting man, I'd say that Alaska's existing award rates aren't here to stay for the long haul... They're already lower in many cases than the competition; Alaska likely can't sustain these rates forever."
Catlin acknowledged possible future tweaks: "And there's always nuances, and you have to revisit from time to time." He added: "We're not trying to hoodwink anybody... And so I think that mentality continues."
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