Alaska and Hawaiian revamp loyalty with free upgrades, new card
Among the biggest updates of the combined loyalty program is that members will have a choice in how they earn status. There will also be changes to upgrade availability and new ways for all travelers to interact with the program.
'We wanted to democratize it,' Brett Catlin, Vice President of Loyalty, Alliances and Sales at Alaska Airlines, told USA TODAY in an interview. 'Other consumer programs are so much better at that, and we took inspiration from say, like a Sephora, that found ways to engage people who aren't their top spenders.'
Existing Alaska Mileage Plan members were automatically enrolled in Atmos Rewards with their same account number. HawaiianMiles members will receive a new account number, and their existing Hawaiian Airlines loyalty account will be converted on Oct. 1 if they haven't already linked to a Mileage Plan account.
Here's what Alaska and Hawaiian loyalists should expect from the new program.
Choose how you earn status
The most significant change for Atmos Rewards, and the biggest differentiator with other airline programs, is that travelers will have a choice in how they earn status.
Atmos Rewards members will be able to choose whether they earn points towards status based on how much they spend, the distance they fly or the number of flights they take.
Most other major airline loyalty programs use either an entirely spending-based system toward earning status, or a combination of spending and another metric.
'We wanted to find a way to reward people in the way they wanted to be rewarded," Catlin said.
This earnings system will roll out in late 2026 and will use the following formula for each selection:
Members will be able to update their earning mechanism preference once a year.
New perks
Top-level Titanium members in the Atmos Rewards program will be able to secure complimentary international business class upgrades on departure day without using an upgrade certificate. Most airlines require elite flyers to apply in advance for upgrades to business class on long-haul flights, and limit the number of such upgrades available to each member each year. As Alaska Airlines expands its international route network, this perk could be especially appealing.
'That's a powerful driver of program engagement," Catlin said, noting that free upgrades are frequently seen as the most important perk of airline loyalty programs.
Even for non-elites, perks will be available just for participating.
Atmost Rewards members will be able to take advantage of program "milestones" where they unlock perks starting at 10,000 status points, even before they achieve status, according to Alaska Airlines. The company did not specify in its press release what those perks would be. JetBlue has a similar model for earning perks before status in its TrueBlue program.
Communities for all
Atmos Rewards is also meant to provide new ways for travelers to engage with the airline, even if they're not road warriors.
The airline will offer several free-to-join Communities as part of its new loyalty program, including existing groups for Alaska and Hawaii residents, as well as interest and lifestyle-based options like communities for family travel or one with a wellness focus.
According to Catlin, communities are free to join and are meant to help even infrequent travelers feel like they're getting perks out of Atmos Rewards membership.
'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," he said in a statement.
A new credit card, too
In addition to the new loyalty program, Alaska and Hawaiian are introducing a new premium credit card, the Atmos Rewards Summit Visa Infinite card by Bank of America.
The $395 annual fee comes with perks like lounge passes, automatic travel delay credits, free checked bags, priority boarding and more.
'The Atmos Rewards Summit card sets a new bar for what a premium travel card can be –globally connected, deeply rewarding and designed to elevate every step of the journey,' Catlin said in a statement. 'We crafted this card from the ground up to offer unique, industry-leading benefits with outsized rewards and experiential enhancements unmatched by any other airline card.'
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