Way, which provides an experiences platform for brands, has marked its entry into the aviation segment through a partnership with Alaska Air Group.
Texas-based Way, which until now has operated in the hotel segment, is driving Atmos Rewards Unlocked, enabling members of the newly launched Atmos Reward loyalty program to redeem points for experiences.
Atmos members can access and book the experiences through a dedicated website which can also be reached through the airline group's loyalty program website and mobile app.
Curated exclusive experiences is part of the offering from Way with Alaska vetting more than 100 hosts to ensure their offerings aligned with the segments created for Atmos Rewards including Culinary Journeys, Global Locals, Active Escapes and Huaka‘i by Hawaiian.
Way's platform, which is based on open APIs, has been integrated into Alaska’s digital ecosystem so that loyalty program members get real-time availability, instant bookings and can also bid on experiences through points-based auctions.
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Experiences can be purchased immediately or by auction with Atmos Rewards Unlocked setting the minimum bid, bidding increments, reserve price and auction duration, according to Brett Catlin, vice president of loyalty, alliances and sales at Alaska Airlines.
He said that the company had conducted surveys and run focus groups and consumer behavior studies to inform the development of Atmos Rewards and Unlocked.
"The team has also gauged firsthand feedback from program members at Loyalty events over the past six months solidifying customer’s expectations to be able to use points for unique events and experiences," Catlin said.
The group is also hoping for more opportunities to personalize offers through the Way partnership.
"The loyalty landscape is shifting toward personalization, instant gratification and lifestyle integration. Atmos Rewards now lets members choose how they earn points – by distance, spend, or frequency – offering flexibility tailored to travel habits. New themed communities and experience-based redemptions reflect younger generations’ desire for meaningful, immediate rewards," Catlin said.
Michael Stocker, co-founder and CEO of Way believes loyalty leaders are trying to figure out how to move beyond "just interacting with customers when they're staying or traveling with them to being more involved in their day-to-day life."
"Really the best way to do that is through experiences. I think that's a really important opportunity for brands who have a loyalty program to be leaning into."
He said that Way's long-term vision is to enable brands from fashion to fintech to launch experiences.
Way secured $20 million in funding in late 2022.