Atmos Rewards launches across Alaska and Hawaiian

Alaska Airlines and Hawaiian Airlines launch Atmos Rewards, a unified loyalty program with new earning options, upgraded elite perks and a premium card.

Atmos Rewards reshapes Alaska and Hawaiian loyalty program

Atmos Rewards replaces Alaska Mileage Plan immediately, while HawaiianMiles will be retired on October 1, 2025. The two brands remain separate in operations but share a single loyalty framework, with branding aligned under Atmos Rewards. The change keeps most existing benefits intact while moving from miles to points and renaming elite tiers.

Members can now choose how they earn rewards: based on distance flown, price paid, or segments flown, with the option to switch earning preferences annually. Elite tiers are renamed to Atmos Silver, Gold, Platinum and Titanium, and earnable status points replace traditional miles. The top tier Titanium carries notable increases in 2026, alongside a breakthrough perk: day of departure global upgrades for all Titanium members.

Hawaiian upgrades will extend to all elites within North America starting spring 2026, while non North American upgrades remain limited to Titanium and on a day-of-departure basis. A new premium Atmos Rewards credit card accompanies the launch, offering large Global Companion Awards and generous status-point accrual when spending. The 2026 changes also include higher status-point thresholds for the top two tiers.

The program signals a strategic shift from a simple mileage race to a value ladder built on flexible earning and higher spend. By letting travelers pick whether to earn based on distance, spend or segments, Alaska and Hawaiian respond to a broader set of traveler behaviors and preferences, while strengthening ties to oneworld partners.

The Titanium upgrade promise reframes elite travel as a more predictable, space available mechanism across the network, potentially compelling frequent fliers to reassess loyalty spend. Yet it also raises questions about access for casual travelers and whether the cost of premium cards will gate key benefits from the start. In a competitive market with Delta and other big players, this bold approach could redefine loyalty economics for US carriers.

Highlights

The landscape of airline loyalty keeps changing, and Atmos Rewards is the latest chapter.