In 2026, Atmos Rewards — the combined loyalty program of Alaska Airlines and Hawaiian Airlines — has been recognized for its groundbreaking approach to airline loyalty, winning the TPG Award for Best Innovation. This recognition comes after initial skepticism when Alaska acquired Hawaiian in 2024, as airline mergers often lead to diminished rewards for frequent flyers. However, Atmos Rewards defied expectations by not only preserving the popular aspects of Alaska’s Mileage Plan but also introducing new, customer-centric benefits.
The First U.S. Dual-Brand Loyalty Program
Atmos Rewards stands out as the first program in the United States to bridge two distinct airline brands under one loyalty framework — mirroring the European model of Flying Blue, which unites Air France and KLM. This approach allows members to earn and redeem rewards across both Alaska and Hawaiian Airlines, creating a wider range of travel options.
Flexible Earning Options
One of Atmos Rewards’ most innovative features is its customizable earning structure. Members can choose how they accumulate points and elite status:
- Distance-based: 1 point per mile flown.
- Spend-based: 5 points per dollar spent.
- Segment-based: 500 points per flight.
This flexibility allows travelers to optimize their earnings based on their travel habits, whether they fly frequently or prefer to spend more on each trip. Members can adjust their preference annually, ensuring ongoing personalization.
Unlimited Global Upgrades for Elite Members
The program’s most compelling perk is the unlimited, space-available complimentary upgrades into lie-flat business class for top-tier Titanium elite members. While other airlines offer upgrades through certificates or limited availability, Atmos Rewards guarantees upgrades when seats are empty, making it an exceptionally valuable benefit. This incentivizes loyalty, particularly as Alaska expands its international routes.
Competitive Award Chart
Atmos Rewards retains the highly competitive award chart from Alaska’s Mileage Plan, enabling well-priced redemptions on partner airlines like American Airlines. Examples include domestic flights for as low as 4,500 points in economy or 13,500 points in first class — often cheaper than booking directly through American Airlines. International business class awards, such as Phoenix to Taiwan or New York to Dublin, are also available for under 90,000 points.
The key takeaway: Atmos Rewards has fundamentally changed the way U.S. airlines approach loyalty by prioritizing flexibility, value, and tangible perks for its most loyal customers.
The program’s success underscores a broader trend in the industry: loyalty programs are no longer one-size-fits-all. Consumers now have choices, and Atmos Rewards has capitalized on this shift, delivering a loyalty experience that is both innovative and rewarding.
