There was so much news coming out of Alaska Air Group’s Investor & Media Day in Seattle yesterday that one of the most interesting announcements for frequent fliers could easily get lost amid all the talk about lie-flat suites and massive new airport lounges.
Alaska is making significant changes to Atmos Rewards, the loyalty program shared by Alaska Airlines and Hawaiian Airlines. And unlike a fancy new airplane seat that you may or may not ever sit in, these changes could affect just about every Atmos Rewards member.
The most interesting change is something I wish more airline loyalty programs would do: Alaska is going to let members choose how they earn their points and elite status. And no, that wasn’t a typo.
Choose how you earn Atmos Rewards points
Beginning October 1, 2026, Atmos Rewards members will be able to select one of three methods for earning points and status points on flights departing on or after January 1, 2027.
The choices are:
Distance traveled: Earn based on how far you fly.
Price paid: Earn based on the eligible amount you spend on your ticket.
Segments flown: Earn based on how many individual flight segments you take.
Existing Atmos Rewards members who don’t select a method will continue earning based on distance. New members who join on or after January 1, 2027 will default to earning based on ticket price. Members will be able to change their preferred earning method once per calendar year for future travel.
Why I like this idea
Airline loyalty programs have increasingly moved toward rewarding how much money travelers spend rather than how far they actually fly. That can work well for expensive business travelers but not necessarily for everyone else.
Someone who frequently buys inexpensive long-haul tickets may prefer distance.
A business traveler buying expensive last-minute fares may do better based on spend.
Meanwhile, someone taking a large number of short flights could benefit from earning based on segments. Alaska executives used the example of customers who commute regularly between Boise and Seattle, a flight of just 399 miles. For travelers like them, choosing to earn based on segments could be a no-brainer.
Instead of Alaska deciding which type of traveler deserves to earn the most, travelers can choose the method that makes the most sense for them. That’s amazing!
Of course, the key will be doing the math before selecting your earning method and making sure Alaska doesn’t increase the miles needed.
Atmos Communities are expanding
Alaska is also expanding its Atmos Communities concept. Starting October 1, members will have six communities to choose from:
- Global Locals
- Families on the Go
- Culinary Journeys
- Active Escapes
- Club 49
- Huakaʻi by Hawaiian
The idea is to provide benefits tailored to how different members actually travel.
Depending on the community, perks can include free checked bags, special flight deals, bonus points, discounts on experiences, discounts on children’s award tickets and bonus status points for international travel.
For example, Families on the Go is obviously designed for parents traveling with children, while Global Locals is geared toward travelers with a more international focus.
A nice new perk for families
Here’s another change parents should pay attention to. Beginning November 2, Atmos Rewards Platinum and Titanium members will be able to bring eligible children and one companion into Premium Class at no additional charge when space is available.
As someone who travels frequently with two kids, I like seeing an airline recognize that elite benefits aren’t nearly as useful when they leave your family sitting somewhere else on the airplane.
An Atmos Rewards debit card is coming
Here’s something else you don’t see every day from an airline loyalty program. Alaska plans to launch an Atmos Rewards debit card in early 2027. When executives announced it, the news drew an audible murmur of approval from the crowd.
The company says cardholders will be able to earn Atmos Rewards points and status points through the product. Expected benefits include discounts on flights and onboard purchases, free points sharing and no foreign transaction fees.
Obviously, we’ll need to see the complete details, including fees and earning rates, before determining how valuable the card actually is. But it’s an interesting expansion beyond traditional airline credit cards.
Bank points will be transferable to Atmos Rewards
There’s another development that points and miles fans should watch closely. Beginning in 2027, Alaska plans to allow customers with eligible Bank of America card products to transfer points into Atmos Rewards.
Alaska says it eventually hopes to add other financial institutions as transfer partners. That could become a big deal or bad news depending on how many new elites that brings in.
Transferable bank points are one of the most useful currencies for frequent travelers because they provide flexibility. Instead of locking yourself into one airline, you can transfer points when you find the award you want. We’ll have to wait for details about which Bank of America products will participate and, most importantly, the transfer ratios.
The Atmos Rewards Visa Business Card is changing too
Alaska says the Atmos Rewards Visa Business Card will be refreshed later this year. The company hasn’t revealed every detail yet, but the broader strategy is clear: Alaska wants Atmos Rewards to become much more than a traditional frequent flyer program.
The airline is increasingly trying to engage members when they aren’t flying through credit cards, debit cards, shopping, dining and partnerships.
New lifestyle partnerships
Atmos Rewards is also adding or expanding partnerships outside traditional air travel. Alaska highlighted relationships with brands including Alterra Mountain Company, Nordstrom and Pebble Beach Resorts.
The goal is to create more opportunities for members to earn and use rewards during everyday life and travel beyond simply buying airline tickets.
Why Atmos Rewards is becoming so important to Alaska
Loyalty programs are big business for airlines. And as Alaska Airlines expands internationally while integrating Hawaiian Airlines into Alaska Air Group, Atmos Rewards is becoming one of the company’s most important tools for keeping customers inside its ecosystem.
Alaska says it expects double-digit annual growth in remuneration from Atmos Rewards as part of its long-term business strategy.
That helps explain why we’re seeing so many new ways to earn points and engage with the program.
Bottom line
There are still plenty of details to come, but I really like the idea of allowing travelers to choose how they earn points and elite status. Frequent flyer programs have become increasingly complicated and often seem designed around what’s best for the airline rather than the passenger.
Giving travelers a choice between distance, spending and segments is a refreshing approach because there’s no single earning system that’s best for everyone.
Just remember: Don’t blindly pick one. Before your first flights in 2027, look at your typical travel patterns and do the math to determine which earning method makes the most sense for you. I’ll be doing the same and hoping other airlines follow Alaska’s lead.
