Way Partners with Alaska Air Group to Power New "Atmos Rewards Unlocked" Loyalty Experiences

Rhea-AI Summary

Alaska Air Group (NYSE:ALK) has partnered with Way, a leading experiential platform, to launch Atmos Rewards Unlocked, a new loyalty program feature for Alaska Airlines and Hawaiian Airlines customers. The program enables members to redeem points for over 100 exclusive experiences, from guided hikes at Mount Rainier to VIP concerts and local food tours in Oahu.

The partnership marks Way's first and only alliance in the airline sector, featuring a seamlessly integrated digital platform that allows real-time bookings and points-based auctions. The collaboration eliminates the need for pre-purchasing experiential inventory and streamlines the redemption process through a unified web and mobile interface.

Positive

• First airline to leverage Way's technology for experiential loyalty offerings
• Integration eliminates pre-purchasing inventory and manual processes
• Access to thousands of experience providers through Way's network
• Enhanced digital journey with real-time booking capabilities

Negative

• None.

Insights

Airline Industry Analyst

Alaska Air Group enhances loyalty offering with experience-based redemptions, potentially boosting customer retention and ancillary revenue streams.

Alaska Air Group's partnership with Way represents a strategic enhancement to its loyalty ecosystem through the new Atmos Rewards Unlocked program. This move allows customers to redeem points for 100+ exclusive experiences rather than just flights or upgrades, differentiating Alaska from competitors in the increasingly competitive loyalty space.

The implementation is particularly notable for its technology integration - creating a seamless digital experience across platforms with real-time availability and instant booking confirmation. This addresses a common pain point in loyalty programs where redemption processes are often cumbersome.

From a business perspective, the partnership offers three key advantages: First, Alaska avoids inventory pre-purchasing requirements, improving cash flow efficiency. Second, the integration creates a new engagement channel with customers between flights. Third, by focusing on local experiences like Mount Rainier hikes or Hawaiian food tours, Alaska strengthens its regional brand identity while extending customer touchpoints.

This initiative aligns with broader industry trends toward experiential loyalty programs that create emotional connections beyond transactional relationships. As airlines seek to differentiate their loyalty offerings, experience-based redemptions represent a logical evolution that potentially increases program stickiness while opening new partnership and revenue opportunities.

As the "first and only airline" leveraging Way's technology, Alaska gains a temporary competitive advantage in the loyalty space that could translate to improved customer retention during a period when the company is expanding internationally with new European destinations planned for 2026.

Transforming points into extraordinary experiences for Alaska and Hawaiian Airlines loyalty members.

AUSTIN, Texas, Aug. 20, 2025 /PRNewswire/ -- Way, the premier experiential platform for enterprise brands, today announced a partnership with Alaska Air Group to power Atmos Rewards Unlocked, a newly launched loyalty offering as a part of the new Atmos Rewards loyalty brand. Unlocked provides customers of Alaska Airlines and Hawaiian Airlines with the ability to redeem points for experiences.

With experiences central to the DNA of its new loyalty program, Alaska Air Group turned to Way to bring this vision to life. Customers of Alaska and Hawaiian can now redeem points for 100+ new exclusive experiences. Way integrates seamlessly into Alaska's digital ecosystem, delivering an elegant, fully branded interface across web and mobile, enabling Atmos Rewards members to explore experiences with real-time availability, secure instant bookings with immediate confirmation, and bid on experiences through points-based auctions, all from one unified platform.

With Way, Alaska removes the burden of pre-purchasing experiential inventory and managing manual processes while giving guests an easy way to discover experiences and redeem points.

"We're thrilled to introduce Atmos Rewards Unlocked, powered by Way, marking a bold new chapter in how we reward our guests. Alaska Air Group is proud to be the first and only airline leveraging Way's sophisticated technology and network of experience partners to create an elevated digital journey with more opportunities for personalization," said Brett Catlin, VP of Loyalty, Alliances, and Sales at Alaska Airlines.

Building on the enhanced digital journey, the partnership gives Alaska access to thousands of experience providers in the Way network, along with the ability to craft and launch exclusive, brand-defining offerings.

"From guided day hikes at Mount Rainier, to local food tours on Oahu, to VIP concerts and games in the Atmos Rewards private stadium suites, Alaska has you covered, no matter where your adventures take you," Catlin stated. "This partnership reflects our commitment to redefining loyalty by making travel more experiential and effortless for our loyal customers."

Michael Stocker, Co-Founder & CEO at Way, said: "From day one, Way's mission has been to empower the world's leading brands to deliver unforgettable experiences to their customers. By integrating Way into Atmos, Alaska is elevating its digital journey and deepening brand loyalty at every touchpoint. This launch sets a new benchmark for experiential loyalty in the airline industry."

Today's announcement with Alaska Air Group marks Way's first and only partnership in the airline sector. By uniting Alaska's vision for its groundbreaking new loyalty program with Way's leading experiential platform, the companies together introduce a new era of loyalty for airlines built around meaningful, memorable travel.

About Way

Way is the premier experiential platform for brands, uniting software, artificial intelligence, proprietary data and insights, and a global network of experience providers to redefine how consumers engage with the world's leading enterprises. Organizations leverage Way to launch, merchandise, and manage distinctive experiences that resonate with today's consumers.

Founded in 2020 as the solution for hospitality brands seeking to integrate experiences into their strategy, Way quickly established itself as a category leader at a time when unlocking new revenue streams had never been more critical. Today, Way is expanding across new segments of the consumer economy, enabling brands to offer transformative experiences that forge deeper, lasting connections with their audiences.

The company is backed by over $22m in capital and headquartered in Austin, Texas, with offices in Paris, France.

About Alaska Air Group
Alaska Airlines, Hawaiian Airlines, and Horizon Air are subsidiaries of Alaska Air Group, with McGee Air Services a subsidiary of Alaska Airlines. We are a global airline with hubs in Seattle, Honolulu, Portland, Anchorage, Los Angeles, San Diego, and San Francisco. We deliver remarkable care as we fly our guests to more than 140 destinations throughout North America, Latin America, Asia, and the Pacific. We'll serve new destinations in Europe beginning in spring 2026: Rome, London, and Reykjavik, Iceland. Alaska is a member of the oneworld alliance, with Hawaiian scheduled to join in 2026. With oneworld and our additional global partners, guests can earn and redeem points for travel to over 1,000 worldwide destinations. Guests can book travel at alaskaair.com and hawaiianairlines.com. Learn more about what's happening at Alaska and Hawaiian. Alaska Air Group is traded on the New York Stock Exchange (NYSE) as "ALK."

Press Contact: Erika Kraus, Way, erika@way.co

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SOURCE Way

FAQ

What is Alaska Air Group's new Atmos Rewards Unlocked program?

Atmos Rewards Unlocked is a new loyalty program feature that allows Alaska and Hawaiian Airlines customers to redeem points for over 100 exclusive experiences, including guided hikes, food tours, and VIP events.

How does Way's partnership benefit Alaska Air Group (NYSE:ALK) customers?

The partnership provides customers with a seamless digital platform to explore and book experiences using points, featuring real-time availability, instant confirmations, and points-based auctions.

What types of experiences are available through Atmos Rewards Unlocked?

Members can access experiences like guided day hikes at Mount Rainier, local food tours on Oahu, and VIP concerts and games in Atmos Rewards private stadium suites.

When will Alaska Air Group's (ALK) new loyalty program feature launch?

The Atmos Rewards Unlocked program has already launched, allowing members to immediately begin redeeming points for experiences through Way's platform.

How does Way's technology integrate with Alaska Air Group's loyalty program?

Way integrates into Alaska's digital ecosystem with a fully branded interface across web and mobile, offering real-time availability, instant bookings, and points-based auctions in one unified platform.