Atmos Rewards announced

Alaska Airlines merges its Mileage Plan with HawaiianMiles under Atmos Rewards and launches a new co-branded credit card.

Atmos Rewards unites Alaska and Hawaiian Airlines loyalty programs

Atmos Rewards unites the loyalty programs of Alaska Airlines and Hawaiian Airlines under one umbrella. Current Mileage Plan members will keep their account numbers, while HawaiianMiles holders will automatically transfer to Atmos Rewards on October 1. Those who have not linked their HawaiianMiles to a Mileage Plan account will receive a new Atmos Rewards account number. A new co-branded Infinite credit card, issued in partnership with Bank of America, accompanies the program and carries an annual fee of $395. The card and Atmos Rewards are designed to streamline earning and redemption across both brands.

Perks touted with Atmos Rewards include complimentary upgrades, points on dining, foreign purchases, and Alaska Lounge access. The program also promises future benefits such as free Starlink Wi-Fi on flights for new members beginning in 2026. Alaska Airlines executives frame the move as a response to how travelers move today, aiming to give members more control over how they earn and redeem miles while honoring the legacy of both airlines.

The merger reflects a broader push in the airline industry to offer more flexible and personalized loyalty options rather than relying on miles alone. By consolidating accounts, Alaska and Hawaiian hope to reduce friction for travelers who fly both brands and to create a more compelling value proposition in a crowded loyalty market. The price point of the Infinite card will be a key factor in adoption, especially as some travelers weigh budgets against perceived value. If the benefits feel misaligned with spending, the program risks slower uptake or negative reaction from price-sensitive customers.

Longer term, the success of Atmos Rewards will depend on execution in change management, customer service, and the perceived worth of the benefits relative to competing programs. The move also tests how airlines balance premium perks with broad, accessible travel rewards as loyalty programs increasingly double as revenue engines.

Highlights

The loyalty landscape is shifting as travelers decide which program fits their journeys.