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

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,

Alaska Airlines is planning to equip its planes with Starlink Wi-Fi, and make the service free for members of its new Atmos Rewards program.

Alaska is unveiling a whole new set of perks with its loyalty program and credit cards as it looks to scale globally.

Alaska Airlines has become the latest carrier to sign on to bring SpaceX's Starlink inflight connectivity service to its fleet.

T-Mobile has partnered with Alaska and Hawaiian Airlines to offer free in-flight Wi-Fi to Atmos Rewards members on Starlink-equipped flights.

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

"Were thrilled to provide reliable high-speed internet on Alaska Airlines' flights," said Chad Gibbs, Vice President of Starlink Operations at SpaceX. "From gate to gate, Alaska's passengers will now experience the world's best inflight connectivity."

Fi, signing deals with major carriers and pressing for business with trend-setting West Asian airlines as rivals retool to protect market share