Alaska Airlines will install Starlink high-speed, streaming-quality WiFi across its fleet, providing free access to all Atmos Rewards members. Installation is slated to begin next year with full deployment expected in 2027. Loyalty members can choose to earn points per mile flown, per dollar spent, or per flight segment, and may change their preference once annually. Short-haul travelers can benefit from segment-based earning (500 points per segment), while high-spending travelers may favor per-dollar accrual. The program redesign includes a new co-branded credit card with Bank of America and aims to broaden member appeal and competitive positioning.
"The idea of a game changer is a word I don't particularly subscribe to, but Starlink, for a business traveler, fundamentally changes your productivity and what you can get done," Brett Catlin, Alaska's vice president for loyalty, told Business Insider.
"It can't get on our fleet soon enough," he added.
"We were very deliberate in how we designed the program to make sure that we brought everyone in, that it was this idea of a big tent," Catlin told Business Insider.
"It's technically more complicated to introduce, of course, but we were very deliberate in deciding we're going to make that investment because it's important to how we compete," Catlin said.
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