On August 20, both airlines announced the launch of Atmos Rewards. By October 1, 2025, Atmos will replace both Alaska's Mileage Plan and Hawaiian's HawaiianMiles as the united loyalty program, promising new ways to earn points and elite status, along with new credit card perks.

But beyond combining the programs, Alaska has used this merger as an opportunity to take Alaska Airlines Mileage Plan in a new direction, or rather into the atmosphere, with the fully reinvented Atmos Rewards program.

Alaska Air Group Inc. debuted a new loyalty program that will let members choose from three options to earn award points, the first such offering in the US industry.