What's Happening?
Alaska Airlines and Hawaiian Airlines have introduced Atmos Rewards, a new loyalty program that combines the benefits of Mileage Plan and HawaiianMiles. This initiative aims to offer members more choices in earning and redeeming points, with options to earn based on distance traveled, price paid, or segments flown. The program includes partnerships with over 30 global airlines, allowing members to redeem points for travel to more than 1,000 destinations. Additionally, Atmos Rewards members will benefit from free Starlink Wi-Fi on flights starting in 2026, and can earn points through everyday purchases with partners like Lyft.
Why It's Important?
The launch of Atmos Rewards signifies a shift in airline loyalty programs, focusing on flexibility and personalization. By allowing members to choose how they earn points, Alaska and Hawaiian Airlines are catering to diverse travel preferences, potentially increasing customer satisfaction and retention. The integration of Starlink Wi-Fi and partnerships with companies like Lyft enhances the value proposition for members, making the program more attractive. This move could set a precedent for other airlines to innovate their loyalty offerings, impacting the competitive landscape in the airline industry.
What's Next?
Atmos Rewards will continue to evolve, with plans to introduce more partners and benefits. Members can expect new destinations in Europe, including Rome, London, and Reykjavik, starting in spring 2026. The program will also expand its inflight connectivity with Starlink installations across the fleet, completed by 2027. As the program grows, Alaska and Hawaiian Airlines aim to maintain their status as leaders in airline loyalty, potentially influencing other airlines to adopt similar strategies.
