Core Insights - Alaska Air Group has launched a new loyalty program called Atmos Rewards Unlocked, powered by Way, which allows customers to redeem points for over 100 exclusive experiences [1][3] - The partnership with Way enhances Alaska's digital ecosystem, providing a seamless interface for customers to explore experiences, make instant bookings, and participate in points-based auctions [1][2][4] - This initiative marks a significant shift in the airline industry towards experiential loyalty, aiming to deepen brand loyalty and create memorable travel experiences for customers [5][6] Company Overview - Alaska Air Group includes Alaska Airlines, Hawaiian Airlines, and Horizon Air, operating hubs in major cities across North America and planning to expand into Europe in 2026 [9] - The company is a member of the oneworld alliance, allowing customers to earn and redeem points for travel to over 1,000 destinations worldwide [9] - Alaska Air Group is publicly traded on the New York Stock Exchange under the ticker symbol "ALK" [9] Way's Role - Way is an experiential platform that integrates software, AI, and a global network of experience providers to enhance customer engagement for brands [6][7] - Founded in 2020, Way has quickly become a leader in providing transformative experiences, crucial for brands seeking new revenue streams [7][8] - The partnership with Alaska Air Group is Way's first in the airline sector, setting a new benchmark for experiential loyalty in the industry [5][10]