We’re inching ever-closer to the complete integration of Hawaiian Airlines within the Alaska Air Group. And, as expected, the next milestone is the integration of the group’s frequent flier programs, which inevitably means that the end is near for HawaiianMiles. But that’s alot more dramatic sounding than it actually is. Let’s discuss.
We’ve known for a while now that, though they’re committed to maintaining Alaska Air and Hawaiian Air as separate brands, Alaska Air Group (AAG) always intended to create a unified loyalty program shared between its airlines. And as we barrell towards a single operating certificate, we know from the anatomy of an airline merger that the next milestone on the list is that loyalty integration. That, of course, means that the end is near for HawaiianMiles AND Alaska Mileage Plan – well, at least in name for Mileage Plan.
The End is Near for HawaiianMiles
Though AAG will use a single loyalty program for all of its airlines, we also know that, technically speaking, Mileage Plan will be the surviving frequent flier program, though it won’t be called that. That’s why I gave this post that dramatic name – the end is near for HawaiianMiles, while Mileage Plan will live on under a new identity. How do I know this? Well, HawaiianMiles is showing messaging around the upcoming change, while Mileage Plan isn’t. But, more on that later.
This isn’t necessarily a bad thing, as Mileage Plan and HawaiianMiles have the exact same requirements for elite status, while Mileage Plan offers more elite perks, is integrated into oneworld, and offers better redemption rates for flying between Hawai’i and Asia. Heck, AAG already began aligning redemption rates earlier this year, anyway, while mileage transfers and reciprocal benefits have been available for some time now.
Despite all that, a more significant change is inevitable, and that time is coming up quick. Specifically, the new combined loyalty program will launch on August 1, 2025. At this point, the program will exist alongside HawaiianMiles, which will continue to operate as it does today.
However, on or around September 24, 2025, access to HawaiianMiles accounts will be limited as AAG begins transferring the HawaiianMiles members to the new program. Then, on October 1, 2025, HawaiianMiles will be fully merged into the new program.
Now, back to the aforementioned messeging. Given that this messaging hasn’t been presented to Mileage Plan members, I’m assuming that Mileage Plan members will suddenly end up in the “new program” on October 1, while HawaiianMiles members need to be migrated over. This reinforces the fact that the new program is really just a rebranded Alaska Mileage Plan.
What’s in a Name?
During a recent company town hall, it was revealed that, while the end is near for HawaiianMiles and Mileage Plan, the new loyalty program will debut an entirely new brand for the group. Interestingly, this bit of information was presented by a HAWAIIAN AIRLINES employee – Alisa Onishi, Managing Director of Hawai’i Marketing. She’s actually been heavily involved with discussions around branding and marketing from the very start of integration, so it’s interesting and encouraging to see Hawaiian having this degree of influence throughout this process.
At any rate, while we’ll learn of the name of August 1st – that’s this week! – AAG CEO, Ben Minicucci, says to think of the new loyalty program’s branding in a similar way to Marriott’s Bonvoy. I know, that reference made me grimace because Bonvoy is such an anti-consumer shitshow. However, this trend of thought does make sense, since Marriott Rewards gave way to Bonvoy when they acquired Star Group. Marriott Rewards was also the surviving program in this case, just with tweaked perks to bring over some of what worked well in SPG. In theory, at least. I’ve got my fingers crossed that this integration won’t end up like that…
Premium Credit Card
I know people have been impateintly awaiting the launch of the new premium credit card with its international compainon certificate, and, well, the wait is almost over. In fact, the new card will be launching in August 2025. While benefits remain scarce, we know the following benefits will be part of the new card:
- The Global Companion Certificate will not have a spending requirement, as is the case with the current Alaska Air Visa Signature companion cert
- You can earn a second global cert for hitting a specific spending threshold
- The global cert will be valid for travel on Alaska and partner airlines, though partner airlines isn’t defined. This could mean only AAG airlines, oneworld, or it could mean all partners, including Korean and Singapore. However, I believe this will be limited to just AAG airlines… Maybe oneworld, too.
- You will be able to redeem the cert for any class of service, though a maximum value cap will apply
- Award reservation fees will be waived for cardholders, though fuel surcharges will still apply when applicable
- 3x points on eligible foreign purchases and dining
- Accelerated path to elite status
- Lounge and inflight Wi-Fi passes – that last bit doesn’t bode well for those hoping for AAG to adopt Starlink systemwide
- Same-day confirmed change fee waivers
This product sounds like it’s on-par with the American Express Delta SkyMiles Reserve card, which carries a $650 annual fee. So, I could see this card carrying a similar annual fee.
Existing Credit Cards
Though the end is near for HawaiianMiles, the same isn’t true for the Hawaiian Airlines World Elite Mastercard. Yet.
We already know that Bank of America is going to be the surviving credit card issuer, and that the new premium card will be issued by them. However, messaging from Hawaiian is that the Hawaiian Airlines World Elite Mastercard will continue to work without interruption. Moreover, the card’s application remains open. That said, if this is a card you’ve been thinking about picking up, I would apply ASAP. There’s no telling when the applications will be pulled, and I’d assume that time is coming soon.
Resident Programs
With the new program coming, I’m sure a lot are wondering what happens to the newly launched Huaka’i by Hawaiian and the Alaska Air Club 49 programs, both of which are discount programs for residents of the State of Hawai’i and Alaska, respectively. Well, as is the case with virtually everything else going on with the loyalty integration, nothing is changing. Both programs will continue to exist, unchanged, in the new program.
HawaiianMiles + Statuses
Yes, as mentioned above, nothing is changing with the integreation. So, while the end is near for HawaiianMiles, members will not lose any miles, their status, or EQMs. All will transfer to the new program. Again, you can already get a jump on these by matching your HawaiianMiles Pualani status to Mileage Plan, and transferring your miles at a 1:1 ratio.
The End is Near for HawaiianMiles, Final Thoughts
While there are things about the Alaska-Hawaiian merger I’m not happy about, the fact that the end is near for HawaiianMiles isn’t one of them. As I’ve said before, Alaska Mileage Plan is a great program. On balance, I’d say it’s better than HawaiianMiles. I just hope we don’t see any shenanigans, such as a surprise devaluation. Otherwise, this combination will introduce HawaiianMiles members to a whole new world of possibilities, particularly via oneworld and Alaska’s other partner airlines. And that new premium card will be the icing on the cake, so long as you can stomach the annual fee.
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