Alaska Airlines Reshapes Its Identity Into a Globally Recognized Carrier

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Alaska Airlines (AS) is reshaping its identity from a West Coast staple into a globally recognized carrier. With its base at Seattle-Tacoma International Airport (SEA), the airline’s network growth, new aircraft, and the Atmos Rewards program mark the next stage in its transformation.

The past year has redefined Alaska Airlines’ growth strategy. After acquiring Hawaiian Airlines, the Seattle-based group launched the unified Atmos Rewards loyalty program and a premium cobranded credit card, signaling a shift toward a more global brand identity.

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