Alaska Air Group has unveiled a new loyalty program, Atmos Rewards, which will launch next year and combine Alaska Airlines’ Mileage Plan with Hawaiian Airlines’ HawaiianMiles.
In what the group calls a first for any global airline, members will be able to decide how they earn points and status: by distance flown (one point per mile), price paid (five points per dollar spent, including upgrades) or segments travelled (500 points per flight).
Preferences can be changed once a year, offering flexibility for different travel styles.
“Atmos Rewards is more than a loyalty program – it’s a reflection of how guests travel today,” Alaska Airlines Chief Commercial Officer Andrew Harrison said.
“We listened to what our members value most and built a program that’s grounded in generosity, personalisation and practicality.
“We’re putting our members in the pilot’s seat, giving them control over how they earn and redeem, while honouring the legacy and values of both Alaska and Hawaiian.”
Along with new earning capabilities, the program enhances inflight perks. From 2026, Atmos Rewards members will receive free access to Starlink wi-fi, which will eventually be available across Alaska’s entire fleet.
On the ground, travellers can also accelerate their benefits with the new Atmos Rewards Summit credit card. According to Alaska, the new Visa card includes a Global Companion Award, redeemable for flights booked through Atmos’ website or app.
Atmos Rewards links flyers to more than 1,000 destinations worldwide through Alaska, Hawaiian and over 30 partner airlines, including the Oneworld alliance. Points can also be collected across a wide partner network outside of flying.
“Bold next step”
In a Youtube video introducing the fresh frequent flyer scheme, Alaska Air Group CEO Ben Minicucci said Atmos Rewards was the company’s “bold next step in our vision for the future”, which also includes “bold new routes, a bold new design for our 787s”.
“As we combine with the fantastic Hawaiian Miles program, we knew we had a rare opportunity to reimagine what a combined, supercharged loyalty program could look like,” he said.
“The name has changed, but it will continue to be the most generous program in the industry – and don’t worry, your miles are yours to keep, and their value won’t change.”
With its new earning capabilities “based on what works best for you”, Minicucci proclaims, “no other airline offers you that level of choice, and it’s coming in 2026”.
“Atmos Rewards is a reflection of who we are and where we’re headed. It’s global, it’s generous, it’s based on choice, and most importantly, it’s built around you,” he states.
Alaska Airlines officially purchased Hawaiian Airlines in September 2024, creating a partnership that aims to shake up the US travel industry.
Earlier this year, the two airlines began co-locating check-ins, gates and lounges at key ports across the US as part of a broader network revamp.
The Seattle-based carrier also recently announced the launch of its first-ever nonstop service to London Heathrow.
For more on the Atmos Rewards program, click here.
