Alaska Airlines Enters Premium Travel Market with New Credit Card and Loyalty Program Changes

Alaska Airlines (NYSE: ALK) is making a bold move to compete at the higher end of the travel market by introducing a new premium credit card and overhauling its loyalty program. These initiatives aim to attract frequent and global travelers seeking more personalized and luxurious travel experiences.

The airline unveiled the Atmos Rewards Summit Visa Infinite credit card, its first premium offering, with a $395 annual fee. Co-branded with Bank of America, this card targets travelers who value upscale perks. Cardholders earn three points per dollar spent on dining and foreign purchases, receive eight Alaska Lounge passes each year, and benefit from a unique Global Companion Award that can be redeemed for travel in any class of service. New customers can also earn 100,000 bonus points after spending $6,000 within the first 90 days. Additionally, the card offers a $50 travel delay credit, points transfer options to hotel partners and allows cardholders to share points with up to 10 other members. This launch coincides with Alaska Airlines’ goal to transform into a global carrier after its acquisition of Hawaiian Airlines and the expansion of its long-haul international routes from Seattle-Tacoma International Airport. 

In parallel, Alaska Airlines and Hawaiian Airlines have merged their separate loyalty programs into one unified system called Atmos Rewards. This program offers travelers flexibility in earning and redeeming points and introduces new elite-tier status requirements. Notably, the recently combined program offers perks unheard of among U.S. airlines, including unlimited complimentary space-available upgrades to lie-flat business-class seats on long-haul flights for top-tier members. Members can also customize how they earn loyalty points based on their travel preferences, broadening accessibility whether customers focus on island hopping or international business travel. 

Starting in 2026, the new Atmos Rewards program will require higher point thresholds for elite status tiers. For instance, the Platinum tier will need 80,000 points (up from 75,000), and the Titanium tier 135,000 points (up from 100,000). Despite raising these bar levels, Alaska assures that the value of miles for flight redemptions will be maintained. The elevation of elite requirements aligns Alaska’s program with changes made by other airlines, reflecting a trend toward premium travel experiences and rewarding the most frequent flyers with better upgrades and benefits. 

When placing Alaska’s new credit card in the context of popular U.S. travel cards, some meaningful contrasts arise. Compared to the Chase Sapphire Preferred, which offers a $50 annual hotel credit and broad travel rewards primarily with domestic partnerships, Alaska’s premium card leans heavily into airline-specific perks including lounge access and companion ticket discounts. The Alaska card also offers a companion fare benefit, which can substantially reduce the cost of a second ticket for travelers flying together, a feature not available with Chase’s card. Conversely, Chase’s card has a more generalized bonus point system for travel and dining, appealing to those who prioritize flexible rewards over airline loyalty. 

Compared with the American Express Platinum card, known for its extensive airport lounge network and elite status perks with hotels and car rental companies, Alaska’s premium card is more focused on delivering value within its own ecosystem and selected partners. Amex Platinum users benefit from numerous statement credits and elite hotel statuses, making it highly attractive for travelers who maximize luxury experiences across various travel dimensions. Alaska’s card offers fewer luxury perks but a stronger connection to the airline’s brand travel network, suitable for those who frequently fly Alaska and want enhanced value from those flights. 

Alaska Airlines’ push into premium travel with its Atmos Rewards card and revamped loyalty program reflects the growing consumer demand for elevated experiences. Recent industry data shows international premium class bookings outpaced economy travel growth with an 11% increase last year, signaling eagerness among travelers for upgraded flight options. Alaska’s strategy capitalizes on this trend by giving frequent flyers more control and rewarding loyalty with tangible benefits such as comfortable upgrades, lounge access, and flexible reward redemption across two merged airlines. 

This strategic pivot also positions Alaska as a more global competitor. With a combined network covering both Alaskan domestic routes and Hawaiian inter-island flights, plus expanding reach into Europe and Asia, the airline is evolving its product and service offerings to better serve global travelers. The launch of Atmos Rewards and the premium credit card complements these efforts by wrapping loyalty benefits into a package designed to appeal to discerning buyers who seek more than just basic air travel. 

Ultimately, Alaska Airlines’ new premium credit card and Atmos Rewards program serve as clear signals of the airline’s evolving ambitions. Frequent travelers now have a fresh option when considering premium credit cards that offer deeper airline-specific benefits and a modern loyalty program that respects diverse travel styles. For those who already favor Alaska or travel extensively through Seattle and the Pacific region, these new features provide enhanced opportunities for rewards and upgrades that match a rising appetite for premium travel experiences.