Alaska Air Group partners with Way for experiential loyalty program Atmos Rewards Unlocked.

Alaska Air Group has partnered with experiential platform Way to power Atmos Rewards Unlocked, a loyalty offering that allows customers to redeem points for experiences. The platform provides exclusive experiences for Alaska and Hawaiian Airlines customers, with real-time availability, instant bookings, and bid functionality. Way integrates seamlessly into Alaska's digital ecosystem, delivering a branded interface for members to explore experiences.

Alaska Air Group has expanded its Atmos Rewards loyalty program by partnering with the experiential platform Way. This collaboration aims to provide Alaska and Hawaiian Airlines customers with exclusive experiences, enhancing their travel rewards offerings. The partnership will allow customers to redeem points for unique experiences, with real-time availability, instant bookings, and bid functionality. Way's integration into Alaska's digital ecosystem will offer a seamless and branded interface for members to explore these experiences.

The new offering, Atmos Rewards Unlocked, is set to launch later this year. It complements Alaska's existing loyalty program, which has been recognized as one of the most generous in the United States [2]. The platform's flexibility will cater to different travel styles, providing options for earning and redeeming points based on distance traveled, price paid, or segments flown [2]. This flexibility is a first in global airline loyalty programs, giving travelers greater control over their rewards.

Alaska Air Group's focus on innovation and customer experience is evident in its adoption of Starlink Wi-Fi, which will offer low-latency, ultra-fast internet across its entire fleet by 2027 [1]. This high-speed connectivity will support streaming, gaming, and real-time communication, enhancing the in-flight experience for passengers. The partnership with T-Mobile, which has led the industry in delivering free inflight connectivity since 2014, will also continue to benefit Atmos Rewards members with seamless, ad-free Wi-Fi [1].

The integration of Way into Atmos Rewards is expected to drive further engagement and satisfaction among customers, aligning with Alaska Air Group's strategy to deliver remarkable care and exceptional experiences to its guests. As the airline expands its global reach, including new destinations in Europe beginning in spring 2026, these enhancements will provide travelers with more choices and opportunities to earn and redeem rewards.

References:
[1] https://www.marketscreener.com/news/alaska-airlines-teams-up-with-t-mobile-to-offer-ultra-fast-free-wi-fi-to-atmos-rewards-members-ce7c51d2da8efe27
[2] https://aviationa2z.com/index.php/2025/08/20/alaska-hawaiian-airlines-atmos-loyalty-program/