Alaska Airlines said Starlink internet would be free for all loyalty members, as it doubles down on a key customer segment.

Unlike many of its rivals, Alaska Airlines is giving members of its new loyalty program a choice on how they earn rewards points.

Fi, signing deals with major carriers and pressing for business with trend-setting West Asian airlines as rivals retool to protect market share

The recently merged airlines are getting into the loyalty game with a choose-your-own-adventure concept called Atmos Rewards. Experts weigh in on how to make the most of the new points scheme.