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Unlocking Endless Possibilities with Atmos™ Rewards

On September 29, 2026, Alaska Air Group proudly announced the expansion of its Atmos™ Rewards loyalty program, set to revolutionize the way travelers earn points and engage with both Alaska Airlines and Hawaiian Airlines. This exciting enhancement promises to offer customizable earning options, a brand-new debit card, and partnerships with lifestyle brands that elevate every journey.

Customizable Earning Methods

Starting from October 1, 2026, members will have the unique opportunity to choose how they accrue points and status points. They can select between three different earning models: distance flown, price paid, or segments flown. This flexibility is a significant change from traditional airline loyalty programs that often prioritize frequent flyers. According to Brett Catlin, the Senior Vice President of Network, Loyalty, and Partnerships at Alaska Airlines, this shift is designed to meet the needs of a broader range of travelers, ensuring that everyone can find value within the program.

New Debit Card Offering

Enhancing the experience further, Alaska Airlines is introducing the Atmos Rewards debit card, which will be available in early 2027. This feature-rich card will provide members with additional ways to earn points for their daily spending. Key benefits of the debit card include discounts on flights and onboard purchases, no foreign transaction fees, and the ability to use points to pay for account fees. By catering to younger travelers and those new to the country, this offering reinforces the program’s commitment to inclusivity and accessibility.

Expanded Partnerships

In addition to the new earning options, Atmos™ Rewards is also broadening its lifestyle partnerships. Collaborations with notable brands such as Alterra Mountain Company, Nordstrom, and Pebble Beach Resorts will offer members exclusive access to experiences and promotions that go beyond travel. This strategy aligns with the company's broader goal of enriching customer connections and enhancing loyalty through meaningful partnerships.

Introducing Atmos Communities

Unique to Atmos™ Rewards is the Atmos Communities initiative, which connects members to tailored experiences based on their travel preferences and lifestyles. As of October 1, 2026, the program will expand from two existing communities to a total of six, encompassing groups for Global Locals, Families on the Go, Culinary Journeys, and Active Escapes. Each community will provide distinct benefits, allowing members to maximize the value of their loyalty program through curated offers relevant to their interests.

Monthly Members Day

To keep the enthusiasm alive, Atmos™ Rewards will also introduce Atmos Members Day, a regular monthly event occurring on the first Wednesday of each month. This initiative will serve as a platform for sharing exclusive offers, program updates, and new opportunities, ensuring that members feel continuously engaged and rewarded throughout the year.

Keeping Pace with Modern Travelers

Atmos™ Rewards is rapidly evolving to resonate with today’s dynamic travelers. Membership growth has accelerated, with active members joining at rates four times faster than before and a significant percentage of new members identifying as Gen Z. This demographic shift underscores the program's appeal and necessity to adapt in order to cater to younger generations who expect more from loyalty programs.

The introduction of varied earning options, innovative products, and exceptional partnerships positions Atmos™ Rewards as a leader in the travel loyalty landscape, deviating from conventional limitations. As Alaska Airlines continues to grow, its commitment to enhancing the travel experience for all members remains paramount, paving the way for a more interactive and rewarding future.

For those who want to learn more or sign up for the Atmos Rewards program, visit atmosrewards.com.

In closing, Alaska Air Group is not just enhancing a loyalty program; it’s redefining the travel experience with Atmos™ Rewards and aiming to deliver unparalleled value to each traveler, no matter how they choose to explore the world.