Way Partners with Alaska Air Group to Power New Loyalty Offering
.png)
Strengthening loyalty by placing experiences at the center
AUSTIN, TX, August 20, 2025 - Way, the premier experiential platform for enterprise brands, today announced a partnership with Alaska Air Group to power Atmos Rewards Unlocked, a newly launched loyalty offering as a part of the new Atmos Rewards loyalty brand. Unlocked provides customers of Alaska Airlines and Hawaiian Airlines with the ability to redeem points for experiences.
With experiences central to the DNA of its new loyalty program, Alaska Air Group turned to Way to bring this vision to life. Customers of Alaska and Hawaiian can now redeem points for 100+ new exclusive experiences. Way integrates seamlessly into Alaska’s digital ecosystem, delivering an elegant, fully branded interface across web and mobile, enabling Atmos Rewards members to explore experiences with real-time availability, secure instant bookings with immediate confirmation, and bid on experiences through points-based auctions, all from one unified platform.
With Way, Alaska removes the burden of pre-purchasing experiential inventory and managing manual processes while giving guests an easy way to discover experiences and redeem points.
Unlocking Unique Adventures for Atmos REWARDS
Building on the enhanced digital journey, the partnership gives Alaska access to thousands of experience providers in the Way network, along with the ability to craft and launch exclusive, brand-defining offerings.
“From guided day hikes at Mount Rainier, to local food tours on Oahu, to VIP concerts and games in the Atmos Rewards private stadium suites, Alaska has you covered, no matter where your adventures take you,” Catlin stated. “This partnership reflects our commitment to redefining loyalty by making travel more experiential and effortless for our loyal customers.”
Redefining Loyalty Through Experiences
Michael Stocker, Co-Founder & CEO at Way, said: “From day one, Way’s mission has been to empower the world’s leading brands to deliver unforgettable experiences to their customers. By integrating Way into Atmos, Alaska is elevating its digital journey and deepening brand loyalty at every touchpoint. This launch sets a new benchmark for experiential loyalty in the airline industry.”
Today’s announcement with Alaska Air Group marks Way’s first and only partnership in the airline sector. By uniting Alaska’s vision for its groundbreaking new loyalty program with Way’s leading experiential platform, the companies together introduce a new era of loyalty for airlines built around meaningful, memorable travel.