Is “Atmos Rewards” the New Alaska & Hawaiian Loyalty Program? The Clues Are Too Big to Ignore
Update: as of August 8, 9:00am HST, Choice hotels has removed “atmos rewards” information from their website.
Hawaiian Airlines has said they’ll announce their new combined loyalty program with Alaska Airlines this month, with a full launch in October. But let’s be real, we’re too curious to wait. Clues are already out in the open.
It started with whispers in frequent-flyer forums, then trademark filings and a mysterious domain registration. The big reveal came when Choice Hotels accidentally spilled the beans in their fine print.
As the merger of Alaska and Hawaiian Airlines’ loyalty programs nears, the official name has been under wraps. But a trail of clues suggests we may soon be earning miles with a new program called Atmos Rewards.
This is the full timeline of clues and how they all point to the same conclusion.
Timeline of Clues Pointing to Atmos Rewards
September 20, 2024 – Trademark Filing for “Atmos” (Lounges)
Alaska Airlines filed a U.S. trademark for ATMOS, covering use in “airport services featuring transit lounge facilities for passenger relaxation. You can view the trademark here: USPTO Application #98761824
Late 2024 (Approx. October) – Domain Registration
The domain atmosrewards.com was registered by an undisclosed entity—later traced back to Alaska Airlines—suggesting early preparations around the “Atmos” name.
Early-Mid 2025 – Trademark Expansion
Further filings indicate intent to use "Atmos" across multiple categories, including loyalty or rewards programs—hinting a broader brand rollout. You can view the trademark expansion here: Serial Number #98761824
June 2025 – App Glitch Leak
On FlyerTalk, a user captured a brief flash in the Alaska app’s “Account” tab referencing “Atmos Rewards.” Another noted the domain atmosrewards.com was tied to Alaska Airlines.
“Is it going to be 'Atmos Rewards' as referenced in this trademark filing? … atmosrewards.com is registered to Alaska Airlines.”
June 2025 – Trademark Approval Update
Trademark tracking shows the ATMOS trademark achieved a Notice of Allowance on June 24, 2025—a sign it's cleared for future registration.
June 17, 2025 – Speculation from Industry Press: Beat of Hawaii
Beat of Hawaii reported that Alaska had filed for “Atmos” across both lounge and loyalty categories, pointing to a possible multi-faceted rebranding of benefits, tiers, and lounges under one “Atmos” umbrella.
August 7, 2025 – Choice Hotels Fine-Print Leak
A key clue: Choice Hotels referenced “Atmos Rewards” in its rules, advising members to visit the (not yet live) Atmos Rewards website, an inadvertent but powerful leak of the likely new loyalty program name.
This was found on the Choice Hotels rules and regulations page: Choice Hotels is a partner of Alaska Airlines."
As of August 8, 9:00am HST, Choice hotels has removed “atmos rewards” information from their website.
Why This Matters for Hawaii Travelers
If “Atmos Rewards” really is the name, it signals Alaska is aiming for a big, unified brand that feels larger than just one airline. “Atmos” hints at the skies, travel, and maybe even a lifestyle element—something that could stretch beyond flights into lounges, hotels, and credit card perks.
For Hawaii travelers, this program will shape how we earn and redeem miles, whether you’ve been loyal to HawaiianMiles for decades or a Mileage Plan member chasing West Coast getaways. The launch in October could bring new sweet spots, fresh partner opportunities, and possibly some changes to how elite benefits work across both brands.
Scottie’s Take
Alright, I’ll admit it, I’m impatient. Hawaiian says they’ll announce the name this month, but after seeing the Choice Hotels slip-up, the trademark filings, and even a cached page on Hawaiian’s own site mentioning “Atmos Rewards,” it feels like we already know where this is headed.
Do I know for sure? Nope. Could Alaska throw us a curveball? Absolutely. But if I had to place a lucky bet, I’d say “Atmos Rewards” is about to become part of our travel vocabulary here in Hawaii.
The real question is, what will it mean for us in Hawaii? Will it bring better partner redemptions? More flexible award pricing? Or will it lean into Alaska’s West Coast routes and leave interisland flyers wondering what’s in it for them?
I’d love to hear your thoughts. Drop your guesses, hopes, and concerns in the comments, let’s see how close we can get before Alaska makes it official.
