Alaska Airlines Just Made Its Loyalty Program Even More Lucrative With New Rewards, Better Upgrades, and More

While loyalty program changes are often synonymous with devaluations, Alaska Airlines Mileage Plan plans to reward its most loyal members in the new year by adding more ways to earn perks than ever before. 

“We’re on a multi-year journey to make the industry’s most generous loyalty program even more rewarding,” Alaska’s vice president of loyalty, Brett Catlin, shared in a statement. “In 2025, Mileage Plan members will have access to all-new, more frequent perks along with expanded ways to earn elite status, including on award travel. As we invest in a single loyalty platform with Hawaiian Airlines, there is even more to come later in the year.”

For starters, Alaska is introducing more avenues for fliers to earn elite status within its program, usually achieved by reaching specific thresholds of elite-qualifying miles (EQMs). Beginning January 1, 2025, loyalty members will not only be able to earn EQMs on paid tickets but also award flights determined by the distance flown. (For instance, a 9,538-mile flight between Seattle and Tokyo would earn 9,538 EQMs — nearly halfway to the lowest level of Alaska’s MVP status).

Additionally, members can also earn 1 EQM for every $3 spent on purchases on an Alaska Airlines credit card (up to a maximum of 30,000 EQMs) or via “non-airline” partners, including Lyft and the airline’s shopping and dining programs.

Fortunately, the elite qualification requirements remain the same—what’s new are the additional ways to reach the next tier. To recap, the elite levels include MVP status at 20,000 EQMs, MVP Gold at 40,000 EQMs, MVP Gold 75K at 75,000 EQMs, and MVP Gold 100K at 100,000 EQMs. Once achieved, members retain their status for the rest of the current year and all of the next calendar year.

Along with the major announcement, Alaska has introduced “milestone choices” for all members who meet certain levels of EQMs — and not just for elite status holders. Travelers can choose from a variety of rewards, including bonus miles, lounge access, upgraded elite status for a single trip, flight discounts, exclusive experiences, and more. These rewards become available starting at just 10,000 EQMs, with additional options unlocked as members hit higher thresholds.

One of the best perks of elite status — free upgrades — will also be improved vastly. A companion flying with an MVP member will also be eligible for complimentary upgrades, and Alaska says it will notify fliers when upgrade space can be confirmed using certificates. This is particularly noteworthy as many airlines have been reducing complimentary upgrades for loyal customers, opting to sell upgrades at discounted rates to all passengers instead.

Beyond loyalty program updates, Alaska announced that starting next year, members will be able to earn and redeem miles across multiple partner airlines within a single itinerary. Flights booked directly through Alaska’s website can earn up to 350% redeemable miles for the highest fare class.

The airline hints that plenty more will come in the coming years as Alaska continues to “invest in a single loyalty platform with Hawaiian Airlines,” following the merger of the two major carriers.