From revamping its West Coast hub to forging a new path for a global airline, Alaska Airlines is facing big changes.
Just over a year after acquiring Hawaiian Airlines, the Seattle-based airline has unveiled a new suite of Atmos Rewards loyalty programs and launched a premium credit card. The airline has launched Asian service from its Seattle-Tacoma International Airport (SEA) headquarters and merged its operations with Hawaiian Airlines.
There are a lot of changes coming. Flights to London, Rome and Iceland will start in 2026, and Alaska-branded twin-aisle aircraft will also fly the route for the first time.
What else is coming?
Earlier this year, TPG had the opportunity to sit down with Alaska Airlines Group’s top network planners to discuss routes, hubs and fierce competition in the Pacific Northwest.
This is what we learned.
Loyalty and connections drive growth in San Diego and Portland
Alaska Airlines made one thing clear last month as it added 13 new routes and cut seven West Coast hub routes: The airline is clearly bullish on San Diego International Airport (SAN) and Portland International Airport in Oregon (PDX).
In the first half of 2026, total Alaska flights from SAN will increase by 50% compared with 2025, according to aviation analytics firm Cirium.
PDX’s growth rate will increase 14% year over year.
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What’s the driving force behind this?
Kirsten Amrine, vice president of revenue management and network planning, said Portland will become a true hub of connectivity, offering more one-stop trip options than ever before.
“What I’m really excited about,” explains Amrine, “is how many new ‘connection points’ we’ve been able to achieve.”
Meanwhile, in San Diego, the airline’s loyalty program (now Atmos Rewards) delivered strong results, including co-branded credit card signups.
“We’re seeing really good credit card returns from guests there,” Amring said.
Airlines see this as both a sign of brand strength and a sign that adding more flights might be a worthwhile investment.
“As we put capacity into these markets,” Amrine added, “the response has been fantastic.”
Not Just West Coast Airlines
Elsewhere, Alaska believes its increasingly global route network is attracting more customers from outside its traditional strongholds in California and the Pacific Northwest.
After all, you can now board an Alaska Airlines plane in Raleigh, North Carolina; Tampa; or Pittsburgh, and get to Japan or South Korea in one stop—without ever setting foot on a partner plane.
Amring said that fact broadens the appeal of the airline that has historically served West Coast travelers the most.
“It’s not just people from Portland and Victoria. [in British Columbia] and a lot more in our wheelhouse,” Amlin said. “It’s definitely coming from east of the Rockies as well. “
It may be more than just geographical appeal.
Alaska continues to offer the best mileage redemption values on American Airlines, including partners like American Airlines. This means even passengers who don’t normally fly with Alaska can find value in the Atmos rewards program, increasing the national relevance of the nation’s fifth-largest airline.
Read more: Alaska Airlines’ valuable points and rewards chart remain in Atmos Rewards
defend one’s territory
All of Alaska’s recent moves have drawn a lot of attention in its home state. They also appear to have reignited a long-simmering turf war with one of their biggest rivals in the Pacific Northwest.
Shortly after Alaska Airlines announced its first European route to Rome this summer, SeaTac’s archrival Delta Air Lines also used the airport as a base for its European expansion, including flights to the Eternal City.
The move is reminiscent of Delta’s early days of fierce competition in Seattle as a hub, when the two airlines often competed for market share in the region.
“We expected this,” Amrin said of Delta’s move.
“But where we sit is, we are the carriers of our hometown,” she continued. “We anticipate that over time, as we have a larger international portfolio, we will see opportunities to win back a significant portion of the travel we lost to Delta as we [previously] There isn’t that. “
We should note: Delta also recently stepped up its premium game with the launch of the slick new Delta One Lounge and Sky Club in Southeast Asia.
Talking Hawaiian and Honolulu
Let’s talk about Hawaiian Airlines.
Alaska Airlines’ global ambitions may make the most headlines since the two airlines merged last year.
But there’s plenty of news coming for Hawaiian Airlines, which continues to operate as a distinct brand.
As TPG previously reported:
- Hawaiian Airlines’ two new Boeing 787 Dreamliners that have yet to be delivered will begin flying as Alaska-branded aircraft in 2026 and feature a new global livery.
- Hawaiian Airlines currently operates Alaska Airlines Group’s Asia routes from Seattle. But these will eventually become Alaska-branded flights.
- Hawaiian’s older Airbus A330s will remain the mainstay of its long-haul network, but the airline will give the planes much-needed cabin upgrades, including premium economy, in the coming years.
besides?
You might see some Boeing 737s in Hawaiian livery in the future: Eventually, Amrine expects nearly all of Alaska Air Group’s flights to and from the Aloha State to be on Hawaiian-branded aircraft.
“We have made it clear that for those traveling within or traveling to [or] Aircraft coming from the state of Hawaii, they’re going to have Hawaiian livery on them,” she said. “We just have to figure out which aircraft we want painted to have the right subfleet. “
Heading to Sydney or Tokyo? Try connecting flights in Hawaii
Finally, I asked about the future of Hawaiian Airlines’ international network. Keep in mind that Hawaiian Airlines offers flights to a range of trans-Pacific destinations from its home state: Sydney, Auckland, Tokyo and Seoul, South Korea, among others.
Amrine does not expect to launch new international routes to Hawaii in the short term. Instead, she said the airline is focused on integrating its Alaska and Hawaii networks to support its new long-haul flights.
She believes more travelers will choose to connect in Honolulu on their way to Australia, New Zealand or Asia – all destinations Hawaiian Airlines flies to from Daniel Inouye International Airport (HNL) – rather than connecting from the West Coast.
“If you draw a line from Seattle to Sydney, it basically goes over Hawaii,” she said. “Some people may prefer to connect in Hawaii rather than Los Angeles, which is basically the most direct route you can get.”
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