Introducing Atmos™ Rewards - an enhanced, combined loyalty program by Alaska Airlines and Hawaiian Airlines, unlocking a world of more choices, benefits and possibilities

Rhea-AI Summary

Alaska Airlines (NYSE:ALK) has launched Atmos™ Rewards, a unified loyalty program combining Alaska's Mileage Plan and Hawaiian Airlines' HawaiianMiles. The program introduces industry-first features, including three flexible earning options: distance traveled, price paid, or segments flown.

Key features include points redemption starting at 4,500 points one-way, access to over 1,000 destinations through 30+ airline partners, and free Starlink Wi-Fi for members starting 2026. The program introduces the new Atmos Rewards Summit Visa Infinite® card with a $395 annual fee, offering a Global Companion Award and accelerated status earning.

Mileage Plan members are automatically transitioned to Atmos Rewards, while HawaiianMiles members will transition on October 1, 2025. Alaska also announced plans to serve 12 intercontinental destinations from Seattle by 2030, supported by a new 787-9 hub.

Positive

• Industry-first flexible earning options allowing members to choose between distance, price, or segments flown
• Free Starlink Wi-Fi for members starting 2026
• Access to over 1,000 destinations through 30+ global airline partners
• Low redemption starting at 4,500 points one-way
• Expansion plans to 12 intercontinental destinations from Seattle by 2030
• Complimentary Business Class upgrades for Titanium members and companions

Negative

• New premium credit card comes with a high $395 annual fee
• Members must wait until 2026 for some key features like flexible earning options
• Starlink Wi-Fi installation won't be completed until 2027

Insights

Aviation Industry Analyst

Alaska's new Atmos Rewards program represents significant post-merger integration with Hawaiian, offering industry-first flexible earning options and international expansion.

Alaska Airlines has unveiled Atmos Rewards, the unified loyalty program merging Alaska's Mileage Plan with Hawaiian Airlines' HawaiianMiles. This represents a critical milestone in their merger integration and introduces several industry-first innovations that could strengthen customer loyalty and revenue streams.

The program's most notable innovation is allowing members to choose among three distinct earning methods: distance traveled (1 point per mile), price paid (5 points per dollar), or segments flown (500 points per segment). This flexibility is unprecedented among global airlines and strategically addresses diverse travel patterns across their combined network.

Alaska is making significant infrastructure investments to support this program, including Starlink Wi-Fi installation across their entire fleet by 2027, offered free to Atmos members. This technology upgrade should enhance the passenger experience and create a competitive advantage in the domestic market.

The announcement reveals important details about Alaska's international expansion strategy, confirming new routes from Seattle to Rome, London, and Reykjavik by spring 2026. Most significantly, Alaska plans to establish a 787-9 hub in Seattle with up to 17 widebody aircraft deployed across their network by 2030, targeting 12 intercontinental destinations. This represents a substantial fleet investment and strategic pivot toward long-haul international operations.

The introduction of the premium Atmos Rewards Summit Visa Infinite card with a $395 annual fee creates a new revenue stream and indicates Alaska is pursuing higher-value customers. The Global Companion Award feature on premium cabins and partner airlines is particularly compelling for frequent international travelers.

Overall, this program launch demonstrates that Alaska is leveraging the Hawaiian acquisition to accelerate its transformation from a predominantly regional carrier into a global airline with significantly expanded reach and premium service offerings.

Loyalty Program Specialist

The new Atmos Rewards program represents a strategic evolution in airline loyalty design that addresses several competitive challenges while creating unique market differentiation.

Most significantly, Alaska has maintained its distance-based earning option (a rarity in the U.S. market) while simultaneously adding fare-based and segment-based alternatives. This hybrid approach solves a fundamental problem in loyalty program design: different traveler segments are motivated by different earning structures. Alaska's solution allows them to capture loyalty across multiple customer segments without alienating their existing member base.

The program's milestone-based rewards structure, starting at just 10,000 status points, creates more frequent reinforcement moments compared to traditional tier-based programs where benefits come only at major thresholds. This approach aligns with behavioral economics principles showing that frequent small rewards drive stronger engagement than infrequent larger ones.

Alaska's introduction of Atmos Communities demonstrates sophisticated segmentation strategy, allowing them to deliver targeted benefits to specific customer groups. The approach of recognizing both geographic segments (Hawaii and Alaska residents) and lifestyle segments (families, wellness) shows an understanding that loyalty is increasingly driven by personalized recognition rather than one-size-fits-all benefits.

The free Starlink Wi-Fi exclusive to program members creates a tangible, high-value daily benefit that encourages program enrollment and engagement. By tying this infrastructure improvement directly to the loyalty program, Alaska transforms what could have been just an amenity into a powerful acquisition tool.

Perhaps most innovative is allowing status points on award travel, addressing a significant friction point in traditional programs where redemptions don't contribute to status. This creates a virtuous cycle where spending points actually helps members earn more status, encouraging both earning and burning within the program ecosystem.

• A first for any global airline, members can choose how they earn points and status points when they fly with us – by distance traveled, price paid or segments flown
• The #1 airline rewards program is getting even better: Atmos Rewards members enjoy industry-leading generosity with even more ways to earn and redeem points for travel adventures around the globe
• Unleash the full power of Atmos Rewards with our new premium credit card, the Atmos Rewards Summit Visa Infinite® card, offering a Global Companion Award and an even faster way to earn status
• Alaska ushers in a new era of inflight connectivity with the installation of ultra-fast Starlink Wi-Fi, free for Atmos Rewards members beginning in 2026

SEATTLE, Aug. 20, 2025 /PRNewswire/ -- On a mission to transform global travel, Alaska Airlines launched Atmos™ Rewards today – our evolved, supercharged loyalty program that unifies the best of Mileage Plan and Hawaiian Airlines' HawaiianMiles into a combined platform to deliver more choice, more rewards and more global access than ever before for our members.

Atmos Rewards continues the generosity that Mileage Plan has long been known for. Alaska has the #1 airline rewards program according to U.S. News & World Report. And it's getting even better. Atmos Rewards offers new ways to earn valuable points across an extensive worldwide network spanning over 1,000 destinations, connected by the strength of Alaska, Hawaiian and more than 30 global airline partners, including the oneworld alliance. We've also assembled a rich collection of partners to earn points with when our members are not flying.

Atmos Rewards is the global airline program that encourages members to tailor the program to their travel style and choose what matters most to them, from flexible point-earning options to preferred perks and personalized benefits in the new Atmos Communities.

"Atmos Rewards is more than a loyalty program – it's a reflection of how guests travel today," said Andrew Harrison, chief commercial officer at Alaska Airlines. "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."

The power of choice, points that go further and greater access to the world

• Choose among three ways to earn: We're introducing a first for a global airline that gives our members ultimate flexibility. Later in 2026, points and status points can be earned in one of three ways when flying with us. Members can select the earning option that works best for them and change their preference once a year:
  • Distance traveled: Earn based on how far you go with one point for every mile flown. For thrifty travelers who take cross-country or international trips, this might be the best choice.
  • Price paid: Earn five points for every $1 spent when purchasing a flight. This includes airfare and upgrades purchased in premium cabins. For travelers flying in our premium cabins, including our lie-flat suites, this might be the best choice.
  • Segments flown: Earn a flat 500 points for each flight segment flown. For flyers who take numerous short-distance flights, such as those between Neighbor Islands in Hawai`i or within California, this option guarantees a set number of points on every trip.
• Reward yourself: We keep adding new ways for members to use their valuable points to see the world. They can redeem points for award travel to more than 1,000 destinations on Alaska, Hawaiian and 30+ global airline partners, including oneworld member airlines. Redemptions start at only 4,500 points one-way.
• We're installing Starlink across the entire Alaska fleet: Alaska and Hawaiian will add Starlink inflight connectivity to more planes, bringing the fastest Wi-Fi in the skies to even more flights. Alaska has teamed up with T-Mobile to make this new Wi-Fi service free exclusively for Atmos Rewards members. Installations on Alaska's fleet will begin in 2026 and be completed in 2027.  
• More partners, more points: Atmos Rewards members can now earn 2 points for every $1 spent on everyday Lyft rides, and 3 points for every $1 spent on airport and elevated Lyft rides. Link your Atmos Rewards and Lyft accounts at alaskalyft.com to earn more points wherever you go. Later this year, we'll add more partners to our lineup.
  • Book stays: Explore nearly a million hotels and vacation rentals worldwide where you can earn or redeem points.
  • Atmos Rewards Unlocked: Points can also be used to secure tickets to unique events and travel experiences – available only to Atmos Rewards members.
• Endless earning: Points and status points are earned on flights with us and our partners, as well as through routine purchases with the Atmos Rewards Visa® credit cards and Hawaiian Airlines Mastercard® credit cards* and on purchases made with our non-airline partners. Members can also earn status points when they book award travel. Points are used for various redemptions, and status points track progress toward reaching status and milestones.
• The power of our new premium card: With our new Atmos™ Rewards Summit Visa Infinite® card, co-branded with Bank of America, cardholders can reach status and milestones even faster by earning 1 status point for every $2 spent on purchases.
• Milestones unleash perks: Rewards come earlier and more often when members reach milestones with their status points. Each milestone unlocks a choice of perks starting at just 10,000 status points.
• More generous upgrades are on the way: For our Atmos Titanium members, we'll be the only U.S. airline to offer complimentary, day-of-departure upgrades into global Business Class for them and a companion without requiring points or a certificate. Also, status holders and one companion can take advantage of complimentary upgrades on Hawaiian Airlines flights within North America beginning next spring.
• With new Atmos Communities, pick a group and enjoy extra benefits: All members can choose to be part of Atmos Communities later in 2026 with exclusive benefits tailored to what interests them most. Options include groups unique to members within a specific area of residence, like our popular Huakaʻi by Hawaiian for Hawai'i residents and Club 49 for residents of the state of Alaska (available now), or benefits aligned with interests like travel with families, wellness and more.

"Atmos Rewards is designed to set a new standard for airline loyalty – more generous, more flexible and easier to use, whether members are flying across the globe or just across the Islands. With the combination of Alaska and Hawaiian, we seized a rare opportunity to imagine how we could make the most generous loyalty program even better," said Brett Catlin, vice president of loyalty, alliances and sales at Alaska Airlines. "With industry-first features like customizable ways to earn and unique benefits tailored to how people travel, we're giving our guests more control, more value and more reasons to engage."

What you need to know

• As of today, Mileage Plan members are now Atmos Rewards members. They retain their existing account numbers with no interruption to their benefits – there's nothing they need to do.
• With Atmos Rewards, Mileage Plan miles are now 'points' and elite-qualifying miles are referred to as 'status points.'
• One Mileage Plan or HawaiianMiles mile = one Atmos Rewards point. The value of points does not change, and points do not expire. Members can continue to redeem for travel on Alaska, Hawaiian and our global partners.
• HawaiianMiles members and all their miles will automatically transition into Atmos Rewards on Oct. 1. They will receive a new account number if they have not previously linked their HawaiianMiles account to a Mileage Plan account. We have more details for HawaiianMiles members here.
• Alaska Airlines Visa® cards are being rebranded as Atmos Rewards Visa® cards. Account numbers and benefits remain the same. Use of the cards and benefits will continue without interruption – there's no action for cardholders to take.
• The Hawaiian Airlines World Elite Mastercard* continues unchanged. The card name and benefits stay the same, and cardmembers do not need to take any action.
• We'll remain the only U.S. airline that offers points for miles flown, but later in 2026, members will be able to choose how they earn points: by distance traveled, price paid or segments flown.
• For members who have status with us, benefits stay the same with more on the way. Learn more about the new Atmos tier names and updates to earning status here.

More about Atmos Rewards

The Atmos Rewards name is designed to inspire wonder. It's a play on "atmosphere," embodying an elevated brand that takes travelers to new heights through a visual identity reminiscent of an airplane window, inspiring flyers to dream. The soft gradients, smoothly transitioning in color and intensity, harmoniously weave together the blue of Alaska and the purple and pink of Hawaiian. The name also cues a promise of "most" – demonstrating the 11 years of Alaska's Mileage Plan being named the number one airline loyalty program and cueing more rewards, more destinations and more choice.

Visit atmosrewards.com to learn even more about our new loyalty program. And follow us on our new Atmos Rewards social channels: TikTok, Instagram, Facebook, X, LinkedIn and YouTube.

Our credit card programs

A perfect complement to Atmos Rewards is our new premium credit card: the Atmos Rewards Summit Visa Infinite® card. It features exclusive travel perks, including a unique Global Companion Award that can be redeemed on our partners and in premium cabins, accelerated points and status earning potential, Alaska Lounge passes, and other benefits designed to elevate every step of the journey.

Learn more about all the benefits at AtmosRewards.com/SummitCard. The card has an annual fee of $395**.

The Alaska Airlines Visa Signature® card and Alaska Airlines Visa® Business card are being rebranded to Atmos Rewards Ascent Visa Signature® card and Atmos Rewards Visa® Business card. Alaska's Famous Companion Fare™ will now be our $99 Companion Fare. Account numbers remain the same, and cardholders will continue to enjoy all the same benefits and earning power with Atmos Rewards.

Current cardholders will receive an Atmos Rewards-branded credit card, featuring the new name and design, when their current card expires. Eligible Atmos Rewards Visa cardholders have access to select benefits across both airlines, including a free checked bag, the $99 Companion Fare, and 3x points on eligible Alaska Airlines and Hawaiian Airlines purchases.

For Hawaiian Airlines® World Elite Mastercard® cardmembers, there is also no interruption in service or use of benefits now or upon the HawaiianMiles transition to Atmos Rewards on Oct. 1. Cardmembers enjoy select benefits across both airlines, including two free checked bags on eligible flights and 3x points on eligible Alaska Airlines and Hawaiian Airlines purchases.

Our growing global gateway in Seattle

Alaska continues to expand internationally with new flights from our hometown airport in Seattle – where we're the largest carrier – to Rome, London and Reykjavik, Iceland. Nonstop service to those European markets is scheduled to begin in spring 2026. We currently fly from Seattle to Tokyo Narita, with flights to Seoul Incheon starting Sept. 12. By 2030, we plan to serve 12 intercontinental destinations from Seattle. To support Alaska's transformation, we're establishing a 787-9 hub in Seattle that will deploy as many as 17 787s across our global network.

* Hawaiian credit cards continue to earn HawaiianMiles until Oct. 1, 2025.

**Terms and conditions apply. These credit card programs are issued and administered by Bank of America, N.A. Visa, Visa Signature and Visa Infinite are registered trademarks of Visa International Service Association and are used by the issuer pursuant to license from Visa U.S.A. Inc.  

About Alaska Air Group
Alaska Airlines, Hawaiian Airlines and Horizon Air are subsidiaries of Alaska Air Group, with McGee Air Services a subsidiary of Alaska Airlines. We are a global airline with hubs in Seattle, Honolulu, Portland, Anchorage, Los Angeles, San Diego and San Francisco. We deliver remarkable care as we fly our guests to more than 140 destinations throughout North America, Latin America, Asia and the Pacific. We'll serve new destinations in Europe beginning in spring 2026: Rome, London and Reykjavik, Iceland. Alaska is a member of the oneworld alliance with Hawaiian scheduled to join in 2026. With oneworld and our additional global partners, guests can earn and redeem points for travel to over 1,000 worldwide destinations. Guests can book travel at alaskaair.com and hawaiianairlines.com. Learn more about what's happening at Alaska and Hawaiian. Alaska Air Group is traded on the New York Stock Exchange (NYSE) as "ALK."

 

 

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SOURCE Alaska Airlines

FAQ

What are the main changes in Alaska Airlines' new Atmos Rewards program?

Atmos Rewards combines Alaska's Mileage Plan and Hawaiian Airlines' HawaiianMiles, offering three earning options (distance, price, or segments), points redemption starting at 4,500 points, and free Starlink Wi-Fi for members from 2026.

When will HawaiianMiles members transition to Alaska's Atmos Rewards program?

HawaiianMiles members will automatically transition to Atmos Rewards on October 1, 2025, receiving new account numbers if not previously linked to Mileage Plan.

What are the benefits of the new Atmos Rewards Summit Visa Infinite card?

The card offers a Global Companion Award, accelerated points and status earning, Alaska Lounge passes, and premium travel benefits for a $395 annual fee.

How will Alaska Airlines ALK expand its international routes by 2030?

Alaska plans to establish a 787-9 hub in Seattle with up to 17 aircraft, serving 12 intercontinental destinations including new routes to Rome, London, and Reykjavik starting spring 2026.

What are the three ways to earn points in the new Atmos Rewards program?

Members can choose to earn points through distance traveled (1 point per mile), price paid (5 points per $1), or segments flown (500 points per segment), with the ability to change preference annually.