Alaska Air Group Partners with Way to Launch Atmos Rewards Unlocked Loyalty Program.

Way, a premier experiential platform, has partnered with Alaska Air Group to power Atmos Rewards Unlocked, a new loyalty offering for Alaska Airlines and Hawaiian Airlines customers. The platform allows customers to redeem points for over 100 exclusive experiences, such as guided hikes, local food tours, and VIP concerts. Way's technology removes the burden of pre-purchasing inventory and manages manual processes, while providing a seamless and branded digital journey for customers. This partnership marks Way's first and only partnership in the airline sector and sets a new benchmark for experiential loyalty in the industry.

Alaska Air Group, a global airline with a strong presence in North America, Latin America, Asia, and the Pacific, has announced a significant partnership with Way, a leading experiential platform. This collaboration aims to enhance the loyalty experience for customers of Alaska Airlines and Hawaiian Airlines through the launch of Atmos Rewards Unlocked. The new offering allows customers to redeem their points for over 100 exclusive experiences, ranging from guided hikes to VIP concerts.

Way's technology integrates seamlessly into Alaska's digital ecosystem, providing a fully branded interface across web and mobile platforms. This integration enables customers to explore experiences with real-time availability, secure instant bookings, and participate in points-based auctions, all from a single, unified platform. By leveraging Way's technology, Alaska Air Group can eliminate the need for pre-purchasing experiential inventory and managing manual processes, thereby offering a more efficient and personalized loyalty experience.

The partnership represents a significant milestone for both companies. For Way, it marks its first and only partnership in the airline sector, setting a new benchmark for experiential loyalty in the industry. For Alaska Air Group, it signifies a bold step in redefining loyalty by making travel more experiential and effortless for customers.

"From day one, Way's mission has been to empower the world's leading brands to deliver unforgettable experiences to their customers," said Michael Stocker, Co-Founder & CEO at Way. "By integrating Way into Atmos, Alaska is elevating its digital journey and deepening brand loyalty at every touchpoint."

Alaska Air Group's VP of Loyalty, Alliances, and Sales, Brett Catlin, expressed his enthusiasm for the partnership: "We're thrilled to introduce Atmos Rewards Unlocked, powered by Way, marking a bold new chapter in how we reward our guests. Alaska Air Group is proud to be the first and only airline leveraging Way's sophisticated technology and network of experience partners to create an elevated digital journey with more opportunities for personalization."

The partnership not only provides customers with a wider array of experiences but also aligns with Alaska Air Group's broader goal of enhancing the digital journey for its customers. The company aims to introduce ultra-fast Starlink Wi-Fi on its fleet, free for Atmos Rewards members, beginning in 2026.

The collaboration between Alaska Air Group and Way is set to transform the airline loyalty landscape, offering customers a more personalized and engaging experience. As the industry continues to evolve, this partnership could pave the way for future innovations in customer loyalty programs.

References:
[1] https://www.prnewswire.com/news-releases/way-partners-with-alaska-air-group-to-power-new-atmos-rewards-unlocked-loyalty-experiences-302534393.html
[2] https://www.morningstar.com/news/pr-newswire/20250820sf55161/introducing-atmos-rewards-an-enhanced-combined-loyalty-program-by-alaska-airlines-and-hawaiian-airlines-unlocking-a-world-of-more-choices-benefits-and-possibilities