Alaska Air Group have announced several exciting new initiatives across their Atmos Rewards loyalty programme.
Launched in October 2025 following the merger between Alaska Airlines and Hawaiian Airlines, Atmos gives customers access to a wealth of rewards, as well as sisters carriers through the oneworld alliance.
From October 1st 2026, Atmos will be the only airline loyalty programme to let customers choose how they earn their points, whether that’s by miles travelled, segments flown, or price paid. Existing Atmos members will continue earning based on miles travelled until they change their preferences. New members joining from January 2027 will default to points earning based on price paid. All customers will be able to change how they earn points once every calendar year.
A co-branded card to appeal to Gen Z
Atmos also announced they are launching a co-branded debit card with the Bank of America. Available from early 2027, Alaska say the debit card appeals to the preferences of younger customers, which make up an increasing proportion of Atmos members. The airline notes that more than half of new Atmos customers are Gen Z, with the average age of members now under-40. Next year, Atmos will further consolidate its partnership with Bank of America by giving its eligible cardholders the option of transferring points to Atmos.
Additionally, the Group announced the expansion of Atmos Communities, an exclusive membership feature that connects customers with personalised and relevant rewards.
Brett Catlin, Senior Vice President of Network, Loyalty and Partnerships at Alaska Airlines, commented:
While many loyalty programs focus their richest rewards on a small group of travellers, we’re expanding choice, flexibility and value for members across a wide range of travel styles. By bringing together Alaska’s deep West Coast customer base and Hawaiian’s trusted presence in Hawaiʻi and across the Pacific, we’re giving guests more choice in how they earn and redeem, richer benefits and more reasons to engage across a broader network through unique lifestyle partnerships while building a more durable earnings platform for Alaska Air Group.
The announcement comes as the loyalty landscape in North America grows increasingly competitive. Airlines such as United have reconfigured their loyalty programmes to favour credit card holders, in an effort to tie passengers more closely to their ecosystem. Meanwhile, lounge building activity has increased as carriers chase a more premium segment of passengers.
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