Atmos Rewards and Starlink Wi Fi rolled out

Alaska Airlines overhauls its loyalty plan by merging Mileage Plan and HawaiianMiles into Atmos Rewards and will install Starlink satellite Wi Fi on its fleet.

Alaska Airlines launches Atmos Rewards and Starlink Wi Fi

The Seattle based airline announced Atmos Rewards, a merger of its Mileage Plan and HawaiianMiles into a single global loyalty platform described as more flexible and generous. The program gives members three earning options starting in 2026 — by miles flown, dollars spent, or flight segments taken — with one annual switch allowed. Alaska also expands partnerships to include Lyft rides, hotel bookings, and a suite of co branded credit cards that offer new perks.

In a separate move, Alaska said it will install Starlink satellite Wi Fi across its fleet beginning in 2026. The service will be free for Atmos Rewards members as part of a deal with T Mobile. Seattle is a focal point for the carrier with plans to start nonstop service from SEA to Rome, London and Reykjavik by 2026 and to grow intercontinental routes to about a dozen destinations by 2030.

Atmos Rewards marks a shift from a two program, loyalty mindset to a global platform designed for flexible earning. If executed well, the change could reduce friction for travelers who shop around for options and value easy earning. The strategic push also aligns loyalty with partnerships that broaden the value of points beyond flights and airports, potentially boosting customer lifetime value for Alaska while spreading costs across partners. Still, free in flight Wi Fi carries a cost and the assumed benefits depend on how well Alaska can sustain it amid competitive pricing and inflation pressures. The Seattle hub strategy signals ambition to turn SEA into a major international gateway, a move that will invite close scrutiny from rivals and regulators alike.

Highlights

The industry will watch closely how generosity meets discipline in this bold shift