‘Atmos Rewards’: Alaska Airlines and Hawaiian Airlines Aim to Improve Loyalty Programmes

Alaska Airlines has launched Atmos Rewards – their new loyalty programme that gives members increased flexibility on how they earn points and what they are spent on. This freedom of choice aims to improve airline loyalty programmes across the industry, impacting flyers all over the world.

Atmos Rewards

With Alaska Airlines acquiring Hawaiian Airlines last September, the carriers have now combined Alaska Airlines’ Mileage Plan and Hawaiian Airlines’ HawaiianMiles to create a new platform called Atmos Rewards. Through this programme, members can uniquely earn points flying with Alaska and Hawaiian by distance travelled, price paid or segments flown from 2026 onward. This covers a wide global network that covers over 1,000 destinations and more than 30 airline partners.

Points can be collected with one point for every mile flown, five points for every $1 USD spent when purchasing a flight, or a flat 500 points for each flight segment flown. This choice allows members to tailor their programme to their individual travel style, with flexibility on how points are earned alongside how personalised benefits are redeemed.

Andrew Harrison, Chief Commercial Officer at Alaska Airlines, has said:

“Atmos Rewards is more than a loyalty program – it’s a reflection of how guests travel today. 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.”

Points can also be earned through purchases with partner companies – such as Lyft, where 2 points are collected for every $1 USD spent. Routine purchases with the Hawaiian Airlines Mastercard^, Atmos Rewards Visa or new Atmos Rewards Summit Visa Infinite credit cards offer a faster way to reach status and milestones.

Taking place from 2026, the loyalty programme allows members to enjoy Alaska Airlines’ planned international expansion, with new non-stop service between Seattle and the European cities of Rome, London, and Reykjavik starting in spring.

Brett Catlin, Vice President of Loyalty, Alliances and Sales at Alaska Airlines, has further stated:

“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. 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 Next for Mileage Plan or HawaiianMiles Members?

One Mileage Plan or HawaiianMiles mile is equivalent to one Atmos Rewards point. Mileage Plan miles have been transferred to points, and members have been automatically switched over to Atmos™ Rewards. Existing account numbers remain the same, and benefits go uninterrupted. Alaska Airlines Visa cards are also being rebranded as Atmos Rewards Visa cards.

HawaiianMiles members and their miles will change to Atmos Rewards on October 1. Accounts will be given a new number if not linked to a Mileage Plan account. The Hawaiian Airlines World Elite Mastercard and its benefits will continue without change.

What are your thoughts on Atmos™ Rewards? How do you think this will impact the future of airline loyalty programmes? Let us know.