When Alaska Airlines acquires Hawaiian Airlines in 2024 and announces plans to launch a new joint loyalty program, frequent flyers have some reason to be nervous.
After all, Alaska’s former Mileage Plan program has become a favorite among travelers looking to stretch their miles. Few major changes to major loyalty programs in recent years have resulted in any real standout for most customers.
But luckily, those concerns largely disappeared last summer with the launch of Atmos Rewards. Atmos Rewards is a new single loyalty program connecting Alaska Airlines and Hawaiian Airlines, which continue to operate as separate airline brands to this day.
Crucially, Atmos Rewards retains the framework of the Alaska Mileage Plan program, which is extremely popular among points travelers, especially its rewards charts, which are critical to finding affordable redemptions with partners like American Airlines.
But the program also breaks new ground for American Airlines by allowing members to choose how they earn points and status, while introducing one of the most attractive new perks of top elite status.
It’s these new high-value benefits, options and ongoing value that make Atmos Rewards the winner of this year’s TPG Airline Loyalty Awards for Best Innovation.
In the air: These are the airlines and frequent flyer programs that won TPG awards this year
Best Airline Loyalty Innovation: Atmos Rewards
The existence of Atmos Rewards is a first for U.S. airlines: a program bridging the gap two Airline Brand – Reminiscent of how Flying Blue serves sister airlines Air France and KLM in Europe.
But the plan also includes some unique twists, with a series of TPG employees reconsidering their loyalty to the airline in recent months.
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global upgrade
One of the top benefits Atmos Rewards offers its super-loyal passengers is the company’s new Global Upgrade benefit, which it launched last year.
Top-tier Titanium Elite members now receive unlimited free upgrades to lie-flat Global Business Class seats on Alaska and Hawaiian Airlines.
Rival airlines have long rewarded their most loyal customers with one-time lie-flat seat upgrade certificates. Upgrading to domestic first class with unlimited space is a common perk in the airline industry.
But Alaska Airlines takes this perk a step further: The airline makes it clear that if you’re a Titanium member and there’s space on your flight, you’re entitled to a free upgrade.
It’s an enticing new reason to climb the Atmos rewards ladder, especially as Alaska continues to expand its intercontinental network from Seattle, complementing Hawaii’s existing long-haul flights to destinations in Asia, Australia and the South Pacific.
Read more: Alaska Airlines debuts ‘historic’ first twin-aisle aircraft, confirms high-end economy plans
Choose how you earn points and status
Some airlines award points and elite status based on the actual miles you fly. Others award rewards based on how much you spend or the number of flight segments you fly.
Starting later this year, Atmos Rewards will allow members to choose how they earn points and tier points.
There will be three options:
- Flight distance (1 status point per mile flown)
- Money spent (5 tier points per $1 spent on travel)
- Segments (500 status points per flight)
Atmos Rewards members can change their preferences once per year.
It’s an innovative idea that allows members to choose what’s best for them, whether they’re a big credit card user, a frequent globetrotter, or a loyal fan of Hawaiian Airlines, which frequently flies between the islands of the Aloha State.
Read more: Hawaiian Airlines to make Oneworld debut, commits $600 million in airport, aircraft and lounge upgrades
“The great thing about loyalty programs right now is that they used to be homogenous,” Brett Catlin, Alaska Airlines Group’s director of loyalty, told TPG last summer. “That’s not the case today. Consumers have choices.”
Partner reward table
We’d be remiss if we didn’t point out that, among other things, the Atmos Rewards partner chart is still one of the best ways to book affordable award flights (including Alaska’s Oneworld alliance partner American Airlines).
While prices can and do vary, examples include domestic flights with partner American Airlines for just 4,500 Atmos bonus points in economy and 13,500 points in first class. This is typically less points than American Airlines charges for its own flights.
Or, if you want to spread your wings, you’ll find international rewards like flying business class on Starlux airlines such as Phoenix Sky Harbor International Airport (PHX) to Taiwan Taoyuan International Airport (TPE) for just 85,000 Atmos Reward Points or New York City’s John F. Kennedy International Airport (JFK) to Dublin Airport (DUB) on Aer Lingus for just 45,000 Atmos Bonus points, same for business class, and both come with minimal bonus taxes.
These are some of the standout rewards partners and award prices, coupled with innovative ways to allow customers to choose how to earn status and the use of Atmos Rewards by Alaska Airlines and Hawaiian Airlines, making Atmos Rewards the Airline Loyalty Innovation winner at this year’s TPG Awards.
Each year, the TPG Awards recognize excellence in credit cards, loyalty programs and travel. Please click here Learn more about the selection process and methodology for the 2026 TPG Awards winners.
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