SEATTLE — Alaska Airlines introduced a new loyalty program and premium credit card Wednesday, marking another step in the airline’s effort to transform into a global carrier and compete with larger international airlines.

The new loyalty plan will combine Alaska and Hawaiian Airlines’ existing frequent flyer programs under one umbrella, after the two carriers merged last year.

The new card, with an annual fee of $395, is the airline’s first premium credit card. It is an addition to Alaska’s existing credit card offerings.

The premium credit card comes at a time when customers are increasingly interested in spending more for enhanced in-flight services, like upgrading from the main cabin to business or first class seats.

Bookings for international premium class travel grew 11.8% in 2024

See Full Page