Alaska Airlines Launches Choice Accrual for Atmos Rewards

Alaska Airlines is launching a significant new feature for its Atmos Rewards loyalty program, known as "choice accrual," which will allow members to select their preferred method of earning points and elite status. This innovative system, set to go live later this week, marks a departure from the traditional airline loyalty model where earning mechanisms are fixed. Frequent flyers of both Alaska Airlines and Hawaiian Airlines, which merged its loyalty program with Alaska's, will be able to choose from three distinct earning pathways.

The "choice accrual" options provide flexibility tailored to different travel styles. Members can opt to earn points based on distance flown, with a rate of 1 point and 1 status point per mile traveled. Alternatively, they can choose to earn based on expenditure, receiving 5 points and 5 status points for every $1 spent on flights. A third option allows members to accrue points based on the number of flights taken, awarding 500 points and 500 status points per individual flight segment. This multifaceted approach aims to maximize earnings for a wider range of travelers, whether they prioritize long-haul journeys, high spending, or frequent, shorter trips.

Alaska Airlines first announced this "choice accrual" system last summer when it integrated its loyalty program with Hawaiian Airlines and launched the Atmos Rewards program. The innovation was recognized earlier this year with a TPG Award for its contribution to loyalty program advancement. The flexibility offered by "choice accrual" is designed to appeal to specific traveler behaviors. For instance, frequent flyers who undertake numerous connections and accumulate many flight segments might find the per-segment earning option most beneficial. Conversely, individuals who frequently purchase expensive last-minute tickets or premium cabin seats could benefit more from an earning structure tied to their spending. Travelers who primarily undertake long-haul international flights may prefer the traditional method of earning points based on miles flown, a system Alaska has utilized for years.

The implementation of this new system has specific key dates for members to be aware of. Atmos Rewards members can begin selecting their preferred earning option starting October 1. Crucially, the chosen earning method will apply to all flights taken on or after January 1, 2027. The program's flexibility extends to allowing members to change their selection, though details on the frequency or timing of such changes were not fully elaborated in the initial announcement. This move by Alaska Airlines represents a significant step in personalized loyalty programs within the airline industry, offering unprecedented control to its most frequent customers.