Alaska Airlines introduced a new loyalty program and premium credit card Wednesday, marking another step in the airline’s effort to transform into a global carrier and compete with larger international airlines.

The new loyalty plan will combine Alaska and Hawaiian Airlines' existing frequent flyer programs under one umbrella, after the two carriers merged last year.

The new card, with an annual fee of $395, is the airline's first premium credit card. It is an addition to Alaska's existing credit card offerings.

The premium credit card comes at a time when customers are increasingly interested in spending more for enhanced in-flight services, like upgrading from the main cabin to business or first class seats.

Bookings for international premium class travel grew 11.8% in 2024, slightly outpacing growth of 11.5% for global economy travel, according to an August report from the International Air Transport Association.

“There is a greater demand for premium products — we’ve seen that in our airports and airplanes — and other carriers have (premium cards). Cardholders want more,” Alaska’s Chief Commercial Officer Andrew Harrison said in an interview this week. “But also, and really importantly, this is our gateway to create a card that’s designed for a global traveler.”

After acquiring Hawaiian Airlines in September, Alaska unveiled in December its long-term vision to grow the company into a global competitor by investing in new routes, revenue streams and customer experiences, including the loyalty program and credit card officially introduced Wednesday.

Alaska is the top carrier at Seattle-Tacoma International Airport, accounting for 52% of the passengers traveling through the hub, but it is the fifth largest airline in the U.S.

To support its expansion, Alaska is using its Seattle hub as a “global gateway” and nearby Portland as a “relief valve” as more travelers use the Pacific Northwest as a connecting point. Since December, Alaska has announced five new long-haul routes from Seattle and plans to add at least seven more by 2030.

The airline plans to keep both brands’ distinct identities through different liveries and unique onboard experiences, but it is combining some operations to make it easier for customers to access its services, like the loyalty program and booking platform. Alaska expects to launch a single passenger reservation system in the second quarter of 2026.

The loyalty program, called Atmos Rewards, is meant to be a play on the word “atmosphere,” Alaska said in a news release. Its visual design is meant to invoke an airplane window, “inspiring flyers to dream,” Alaska wrote.

Here’s what you should know about the airline’s latest announcement.

Alaska new credit card

Alaska’s new premium credit card — called the Atmos Rewards Summit Visa Infinite Card — offers cardholders three points for every dollar spent on eligible dining and foreign purchases, as well as eligible purchases through Alaska and Hawaiian. Customers can sign up for the new card starting Wednesday.

Cardholders and up to six guests on the same flight receive a free checked bag and early group boarding. Cardholders also get eight passes to visit Alaska’s lounges each year and a $50 voucher if their Alaska flight is delayed more than two hours or canceled within 24 hours of scheduled departure.

One of the most anticipated perks of the premium card is Alaska’s Global Companion Award, which covers the cost of a companion’s ticket when booking travel for two people, up to a certain point threshold.

Alaska offers a similar companion fare for its existing credit cards but the premium option will allow travelers to book companion fares for global destinations and for business and first-class seats.

It also gives cardholders the chance to earn up to two companion awards per year, including an annual 25,000 points and the ability to redeem another 100,000 points with $60,000 of card spend.

As part of its rebrand, Alaska will rename its existing Visa Signature credit card in line with its new rewards program but the benefits won’t change and existing cardholders don’t have to take any action. The Visa Signature credit card has a $95 annual fee and includes a $99 companion fare benefit.

Alaska declined to share how many people are currently signed up for its credit cards.

The Atmos loyalty program

Starting next year, members of the Atmos loyalty program will be able to choose how they earn points, a change from Alaska’s existing offering which gives travelers points based on miles flown.

In the new system, fliers can still earn points based on distance traveled or can choose to earn a flat rate of 500 points per route or five points for every dollar spent when purchasing a flight, including in-flight spending.

Alaska did not have a date for when the new point system will be available but said it expects it will be “later in 2026.”

Alaska Air Group, which includes Alaska and Hawaiian Airlines and subsidiaries Horizon Air and McGee Air Services, had 11 million active members in its loyalty programs as of December, according to figures shared at the company’s annual investor day.

Alaska Mileage Plan members will automatically switch to the Atmos Rewards program Wednesday, the airline said. Those members will retain their existing account number and benefits, including miles. Under the new program, miles will be called points.

Alaska will retire the Hawaiian Miles loyalty program on Oct. 1 but existing members will not lose any benefits they have accrued. Alaska will slot those frequent fliers into one of the new systems’ tiers based on past purchases, Harrison said.

Alaska invested $25 million to upgrade its own loyalty program platform last year, according to the investor day presentation. That upgrade was crucial to its ability to combine both rewards programs now, Harrison said.

“We’ve been on a multiyear journey to first build the infrastructure, … then come together with Hawaiian, then really refine what our new joint loyalty member” will be able to access, Harrison said.

Adding Starlink

Alaska also announced Wednesday it is updating the Wi-Fi system across its entire fleet and partnering with T-Mobile to deliver increased speed and connectivity.

Starting next year, it will replace its existing systems with new internet service from Starlink, part of Elon Musk's SpaceX rocket company that is using a network of low Earth orbit satellites to increase broadband access.

Hawaiian was the first major carrier to use Starlink’s system on its Airbus fleet last year. Now, Alaska will upgrade its entire fleet of Boeing and Airbus planes, with plans to complete installation by 2027.

Alaska declined to disclose the cost of the project, but Harrison said it was a substantial investment.

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