Brett Catlin, Alaska's vice president of loyalty, stated, "We're on a multi-year journey to make the industry's most generous loyalty program even more rewarding." Members will enjoy more perks in 2025, including new ways to earn elite status even on award travel. As Alaska collaborates with Hawaiian Airlines, numerous enhancements are anticipated throughout the year, promising great benefits for loyalty members.
Beginning January 1, 2025, loyalty members will be able to earn elite-qualifying miles (EQMs) not only on paid tickets but also on award flights. This is a significant change since a long-haul 9,538-mile flight could contribute nearly halfway to a member's MVP status. Members can now also earn EQMs through spending on Alaska Airlines credit cards and non-airline partners.
The elite qualification requirements remain unchanged, but Alaska Airlines is providing additional ways to achieve higher tiers. Members will need to reach EQM thresholds—20,000 for MVP, 40,000 for MVP Gold, 75,000 for MVP Gold 75K, and 100,000 for MVP Gold 100K. Once members achieve these statuses, they retain them for the remainder of the year plus all of the next calendar year.
Along with the announcement of new earning opportunities, Alaska is introducing 'milestone choices' for all members reaching certain EQM levels, not just for elite status holders. This reflects Alaska's commitment to rewarding loyalty at all levels, enhancing the overall experience for frequent travelers.
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