What to Know About Alaska Airlines’ New Partnership with ITA Airways

Alaska Airlines has established a partnership with ITA Airways, allowing travelers to earn Atmos Rewards points on flights operated by the Rome-based carrier. This partnership operates under a specific mechanism where points are accrued solely based on the distance flown with ITA, rather than offering reciprocal benefits such as redeemable points or status recognition. The decision to structure the partnership as earn-only reflects Alaska Airlines' strategy to enhance its loyalty program without incurring additional costs associated with reciprocal rewards. For this earn-only model to evolve into a more comprehensive partnership, ITA Airways would need to agree to a broader reciprocal benefits framework. However, such a change alone would not guarantee an increase in customer engagement or loyalty, as the effectiveness of loyalty programs also depends on the perceived value of the points system and the competitive landscape of airline partnerships. The binding constraint remains the operational capacity of both airlines to deliver additional benefits without compromising their financial performance. This does NOT automatically imply that travelers will find this partnership advantageous, as the limited scope may not meet the expectations of frequent flyers who seek more comprehensive loyalty rewards. Travelers should consider how this partnership aligns with their travel habits before making decisions based solely on the potential to earn points.