Alaska Airlines introduced Atmos Rewards: its own (and Hawaiian Airlines') loyalty programs, and a new high-end credit card as a means to woo high-value flyers. The expansion puts Alaska on more equal footing with bigger carriers by growing its footprint and providing increased benefits, destinations, and flexibility.

A laska Airlines and Hawaiian Airlines have launched a joint loyalty program called Atmos Rewards and introduced a new premium co-branded credit card, the Atmos Rewards Summit Visa Infinite, as part of a broader repositioning to serve more global and premium travelers.