Alaska Air Launches Atmos Rewards Unlocked for Exclusive Travel Experiences

Published on August 20, 2025

Way, a Texas-based service that builds curated experiences for brands, has launched a fresh footprint in aviation by teaming up with Alaska Air Group. Their joint effort rolls out Atmos Rewards Unlocked, a brand-new track inside the Atmos Rewards loyalty program that lets members trade points for one-of-a-kind experiences.

This move shows how loyalty programs are shifting. With Way’s open API plugged in, Alaska’s Atmos Rewards members can browse and book these exclusive experiences straight from the airline’s site and app. Now, travelers enjoy a smooth, tailored journey that stretches past flights and hotels to include specially chosen events and activities they will remember.

Exclusive Travel Experiences Offered Through Atmos Rewards Unlocked

The Atmos Rewards Unlocked program provides members with access to over 100 curated experiences, allowing them to use their loyalty points to book items from a range of categories including Culinary Journeys, Active Escapes, and exclusive global experiences like Huaka‘i by Hawaiian. The program also allows for instant booking and real-time availability of experiences, giving travelers the flexibility to secure their chosen experiences immediately.

Way’s platform is designed to seamlessly integrate into Alaska’s digital ecosystem, giving Atmos Rewards members the option to bid on experiences through points-based auctions. This addition provides members with a new way to redeem their rewards, allowing for a more dynamic and engaging method of acquiring unique experiences.

Personalization and Flexibility as Key Features of Atmos Rewards

As the loyalty landscape shifts toward personalization and lifestyle integration, Alaska Air Group has tailored the Atmos Rewards program to offer flexibility in how members earn points. Travelers can now accumulate points based on distance, spend, or frequency, allowing them to earn rewards that best fit their personal travel habits.

Brett Catlin, Vice President of Loyalty, Alliances, and Sales at Alaska Airlines, noted that the company has taken an innovative approach by providing personalized options to meet evolving customer expectations. This shift towards experience-based redemptions, alongside themed communities, reflects the desire of younger generations for immediate, meaningful rewards that go beyond traditional loyalty perks.

Expanding Loyalty Programs into Everyday Life with Way’s Platform

Michael Stocker, CEO and co-founder of Way, emphasized that modern loyalty programs are increasingly trying to interact with customers outside of just travel and stay experiences. The partnership with Alaska Air Group and the introduction of experience-based rewards highlights how companies are using loyalty programs to engage with their customers’ daily lives.

Way’s long-term vision goes beyond just travel-related experiences, aiming to help brands across various industries, such as fashion and fintech, launch loyalty experiences that integrate seamlessly into consumers’ lifestyles. This collaboration with Alaska is a step towards enabling a broader range of experiences for consumers, ensuring loyalty programs remain relevant and engaging for today’s audience.

Expanding the Scope of Loyalty Programs in the Travel Sector

The collaboration between Way and Alaska Air Group is part of a broader trend in the travel industry toward expanding loyalty program offerings. By introducing exclusive travel experiences into the loyalty landscape, Alaska Air Group is setting a new standard for what customers can expect from their loyalty points. As travelers increasingly look for ways to enhance their journeys with unique and exclusive activities, programs like Atmos Rewards Unlocked offer a fresh approach to customer engagement.

This partnership signals a shift in the travel sector where loyalty programs are becoming more integrated into the lifestyle of the traveler. With personalized, immediate rewards that go beyond just booking flights and hotels, Alaska’s Atmos Rewards Unlocked is positioning itself as a trailblazer in the loyalty space.

The Future of Travel Loyalty: What This Means for Travelers

Travelers now enjoy greater flexibility and an expanded treasure trove of rewards thanks to this new partnership. Members can spend their loyalty points to unlock unforgettable experiences, not just flights and hotels. This shift means access to exclusive opportunities, think private tours, special events, and insider access that transform a good trip into a great memory. As loyalty programs continue to grow, a focus on experiential rewards will likely become a defining trend, changing how we connect with airlines and travel services.

Personalized, meaningful moments are now a travel essential, and Alaska Air Group’s Atmos Rewards Unlocked shows the way forward. By creating this rewards program, the company invites others in the industry to rethink their offers. The success of this program speaks to a powerful shift: today’s travelers want experiences that linger long after the journey is over, not just points for the next flight.