Late last year Alaska Air Group, the parent company of Alaska Airlines, finalized its purchase of Hawaiian Airlines. While the two carriers have combined under one air operators certificate (AOC), they will continue to operate under separate brands (which doesn’t make any sense to me). However, though the branding will remain separate, the combined carrier is launching a new loyalty program and now we have more information about the rollout.
Alaska and Hawaiian Will Unveil a Combined Loyalty Program in August
According to Hawaiian Airlines, a new loyalty program will be unveiled sometime in August. At that time, Alaska Mileage Plan will officially transition to the new program. HawaiianMiles accounts will officially transition to the new program as of October 1, 2025 and members may have limited access to their account during the days leading up to the transition deadline.
For HawaiianMiles members that also have an Alaska Mileage Plan account, they will be able to transition to the new program once it goes live in August by following the steps below:
- Go to AlaskaAir.com/linkaccount
- Sign in to your HawaiianMiles and Mileage Plan account and follow the instructions
- Transfer your miles between linked accounts.
For HawaiianMiles members that don’t already have an Alaska Mileage Plan account, miles will transfer over to the new program at a 1:1 ratio on October 1, 2025. Elite status will also transition at that time.
What to Expect from the New Program
Unfortunately, at this time, details of the new program are limited but we do know a couple of things. First of all, it appears that Huaka‘i by Hawaiian, a program developed for Hawai‘i residents will remain in some form. This allows members a free checked bag on inter-island flights as well as discounts and travel deals.
I would also expect some form of Hawaiian flair will be integrated into the combined program. One of the major reasons behind retaining both brands is due to the loyalty Hawaii residents feel towards Hawaiian Airlines. However, the Mileage Plan moniker currently used by Alaska Airlines is well known in loyalty program circles and I hope that they retain that in some form.
While I understand why the two brands are being kept separate, the more they try to integrate the two the clunkier this becomes in my mind. No doubt the communities served by Alaska and Hawaiian feel a deep connection to their respective carriers, but this is an airline headquartered in Seattle. How confusing is it going to be for a traveler to board a flight between Seattle and Rome with Hawaiian Airlines branding on the side?
I’ll be watching this space closely over the next month for any news or updates regarding the new program and will remain cautiously optimistic until the final program details have been released.
Summary
Alaska Airlines and Hawaiian Airlines are planning to unveil a new, combined, loyalty program in August. The new combined program will replace Alaska Mileage Plan and HawaiianMiles, with the final transition occurring October 1, 2025. While details are limited, I’m hopeful that the changes will be positive for members of the combined program.