Lie-flat upgrades, valuable points: Why the newest US airline loyalty program won a TPG Award in 2026
When Alaska Airlines acquired Hawaiian Airlines in 2024 — and announced plans to roll out a new combined loyalty program — there were some valid reasons for frequent flyers to be nervous.
After all, Alaska's former Mileage Plan program had become a favorite of travelers hoping to stretch their miles. And in recent years, big shake-ups at major loyalty programs have seldom led to most customers truly coming out ahead.
But luckily, those fears largely disappeared last summer with the rollout of Atmos Rewards, the new single loyalty program bridging Alaska and Hawaiian, which continue to fly today as separate airline brands.
Critically, Atmos Rewards kept the framework of Alaska's Mileage Plan program that had become so popular among points travelers — most notably its award chart, which has been key to finding well-priced redemptions on partners like American Airlines.
But the program also paved new ground among U.S. airlines in allowing members to choose how they want to earn points and status — while debuting one of the most alluring new perks of top-tier elite status.
And it's these new high-value perks, options and sustained value that landed Atmos Rewards as the winner of this year's TPG Awards Best Innovation in Airline Loyalty category.
In the air: These are the airlines and frequent flyer programs that won TPG Awards this year
Best Innovation in Airline Loyalty: Atmos Rewards
Just the existence of Atmos Rewards is a first for a U.S. airline: one program that bridges the gap between two airline brands — reminiscent of how Flying Blue serves sister carriers Air France and KLM in Europe.
But this program also packs in a few unique twists that have had a range of TPG staffers rethinking their airline loyalty in recent months.
Global upgrades
One of the top Atmos Rewards perks for ultraloyal flyers is the new global upgrade benefit the company unveiled last year.
Top-tier Titanium elite members now get unlimited, space-available complimentary upgrades into Alaska and Hawaiian's lie-flat global business-class seats.
Competitor airlines have long rewarded their most loyal customers with one-off upgrade certificates into lie-flat seats. And unlimited space-available upgrades to domestic first-class are a perk that's commonplace around the airline industry.
But Alaska has gone a step further with this benefit: If you're a Titanium member and you're on a flight where a lie-flat seat is empty, you're entitled to a complimentary upgrade, the carrier has made clear.
This is an enticing new reason to climb the Atmos Rewards status ladder, especially as Alaska grows its network of intercontinental flights out of Seattle — complementing the bevy of existing long-haul Hawaiian flights to destinations in Asia, Australia and the South Pacific.
Read more: Alaska Airlines debuts 'historic' first twin-aisle plane, confirms premium economy plans
Choosing how you earn points and status
Some airlines award points and elite status based on how many physical miles you fly. Others hand them out based on how much money you spend — or how many flight segments you fly.
Starting later this year, Atmos Rewards will let its members choose which way they want to earn points and status points.
There will be three options:
- Distance flown (1 status point for every mile flown)
- Money spent (5 status points for every dollar spent on travel)
- Segments (500 status points for every flight)
Atmos Rewards members will be allowed to change their preference once annually.
It's an innovative idea that allows members to choose what will benefit them most, whether they're a big credit card spender, a frequent globe-trotter or a Hawaiian Airlines loyalist who often flies between the Aloha State's islands.
"What's great about loyalty right now is the programs used to be homogeneous," Alaska Air Group's loyalty chief Brett Catlin told TPG last summer. "That is not the case today. Consumers have a choice."
Partner award chart
And we'd be remiss not to point out that, alongside all of this, the Atmos Rewards partner award chart remains one of the best ways to book well-priced award flights, including on Alaska's Oneworld alliance partner American Airlines.
While prices can and do vary, examples include domestic flights on partner American Airlines for just 4,500 Atmos Rewards points in economy or 13,500 in first class. That's often fewer points than American would charge for its own flights.
Or, if you want to stretch your wings, you'll find international awards such as business class on Starlux Airlines on routes such as Phoenix Sky Harbor International Airport (PHX) to Taiwan Taoyuan International Airport (TPE) for 85,000 Atmos Rewards points or New York City's John F. Kennedy International Airport (JFK) to Dublin Airport (DUB) on Aer Lingus for just 45,000 Atmos Rewards points, also in business class, and both with minimal taxes and fees.
Those are some outstanding award partners and award prices that, along with the innovative approach that lets customers choose how they earn status and the use of Atmos Rewards by both Alaska Airlines and Hawaiian Airlines, make Atmos Rewards the winner in Innovation in Airline Loyalty for this year's TPG Awards.
Every year, the TPG Awards honor excellence in credit cards, loyalty programs and travel. Please click here to read more about our winner-selection process and methodology for the 2026 TPG Awards.
Related reading:
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- 6 real-life strategies you can use when your flight is canceled or delayed
- Maximize your airfare: The best credit cards for booking flights
- The best credit cards to reach elite status
- What are points and miles worth? TPG's monthly valuations
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