Alaska Airlines launches $395 premium card with lounge perks
Alaska Airlines is making a bold move into the lucrative world of high-end travel rewards. The carrier, which acquired Hawaiian Airlines last year, announced the launch of a new premium credit card and a combined loyalty program called Atmos—both designed to compete head-on with the industry’s biggest players.
A New Premium Credit Card
The centerpiece of the rollout is the Atmos Rewards Summit Visa Infinite card, issued with Bank of America. Priced at $395 per year, the card is Alaska’s first foray into premium travel credit cards and comes packed with perks aimed at frequent flyers, including:
- Eight annual airport lounge passes, valid for the entire travel day.
- Instant $50 vouchers for delays.
- Discounted companion fares on global itineraries.
By offering lounge access, Alaska is also working to avoid one of the industry’s pain points—overcrowded lounges. “The worst thing you can do to your most loyal travelers is invite them into lounges and then make them wait in line,” said Andrew Harrison, Alaska’s Chief Commercial Officer, who told CNBC. The airline is also building a new international lounge at Seattle-Tacoma International Airport and planning another at San Diego International.
The Atmos Loyalty Program
The new Atmos program combines Alaska’s and Hawaiian’s frequent flyer offerings into one flexible system that gives travelers three ways to earn points:
- By distance flown – 1 point per mile (ideal for long-haul or international flyers).
- By fare price – 5 points per $1 spent (geared toward first-class and premium travelers).
- By flight segments – 500 points per trip (targeting short-haul commuters in markets like Hawaii and California).
Elite status requirements are climbing. Starting next year, travelers will need 80,000 points for Atmos Platinum and 135,000 for Atmos Titanium, up from 75,000 and 100,000 respectively in 2025. Harrison stressed that redemption value for flight miles will remain unchanged, a reassurance to loyal flyers.
All tiers—Silver, Gold, Platinum, and Titanium—include upgrades to premium class seats on both Alaska and its partner, American Airlines, when available.
Expanding Horizons
While Alaska and Hawaiian will maintain separate brand identities, the merged loyalty program sets the stage for broader growth. Alaska plans to add new international routes on wide-body aircraft from its Seattle hub.
The airline is also investing in technology upgrades, with Starlink Wi-Fi from SpaceX rolling out fleetwide. The high-speed service will be complimentary for Atmos loyalty members, building on Hawaiian’s original 2022 agreement with SpaceX.
A Growing Battle for Premium Flyers
Alaska’s move comes as airlines increasingly court higher-spending customers. JetBlue, for example, launched a $499 premium credit card with Barclays earlier this year, and other carriers like Delta and United have boosted fees and perks to attract top-tier travelers. Even ultra-low-cost carriers such as Spirit and Frontier are experimenting with more upscale offerings in their bid for profitability.
“Airlines with premium cabins and premium experiences are seeing strong, growing demand,” Harrison noted. Alaska’s strategy—through exclusive lounges, flexible earning options, and a premium credit card—is designed to capture that market.
With Atmos, Alaska Airlines is betting that travelers will value not just the miles, but the overall experience of loyalty.
