Alaska Airlines said Starlink internet would be free for all loyalty members, as it doubles down on a key customer segment.

Alaska Airlines has unveiled a raft of new benefits alongside Hawaiian Airlines, such as a combined loyalty program and Starlink connectivity on future flights.

Unlike many of its rivals, Alaska Airlines is giving members of its new loyalty program a choice on how they earn rewards points. The Alaska Air Group (ALK) carrier issued several press releases Wednesday,

The new program, called Atmos Rewards, took effect for Alaska Airlines customers on Thursday. HawaiianMiles members will transition to Atmos on Oct. 1.

The recently merged airlines are getting into the loyalty game with a choose-your-own-adventure concept called Atmos Rewards. Experts weigh in on how to make the most of the new points scheme.