For years, Alaska Airlines’ $99 Companion Fare has been one of the most beloved deals in U.S. domestic travel, especially for families and couples flying between the mainland and Hawaii. Now, thanks to Alaska Airlines’ recent acquisition of Hawaiian Airlines, the value of this benefit has soared for Hawaii-bound travelers. As of June 2024, Alaska credit card holders can redeem Companion Fares not only on Alaska-operated flights but also on Hawaiian Airlines flights between the U.S. mainland and Hawaii—significantly increasing flexibility and access to competitive fares as the two airlines begin to merge their operations and loyalty programs.

Key Details of the Expanded Companion Fare

Previously, the Companion Fare—one of the main perks of the Alaska Airlines Visa Signature and Visa Business credit cards—could only be utilized on Alaska-as-branded flights. This left many travelers frustrated as Alaska shifted several direct routes to Hawaii to Hawaiian Airlines, limiting opportunities to use the popular certificate. Now, cardholders can book either Alaska or Hawaiian Airlines-operated flights between the U.S. mainland and Hawaii, paying just $99 plus applicable taxes and fees for a companion in economy class, for either a round-trip or one-way journey.

• Eligible Cardholders: Alaska Airlines Visa Signature and Business cardholders.
• Booking Platform: Must book via alaskaair.com.
• Eligible Fares: Applies to economy fares only; not valid for first class or award seat bookings.
• How to Qualify: Annual Companion Fare is issued at cardholder anniversary after $6,000 personal spend or upon business card renewal.
• Travel Period: Valid for either round-trip or one-way itineraries, provided both travelers are on the same reservation.

This expansion is expected to benefit tens of thousands of travelers. According to Alaska Airlines, over 650,000 Companion Fares were redeemed in 2023, underlining its appeal among loyal customers.

Real Traveler Experiences

Beat of Hawaii readers have long campaigned for the inclusion of Hawaiian-operated flights in this benefit, especially with so many West Coast-to-Hawaii routes now operated by Hawaiian. One reader, Peter F., highlighted the difference this change makes: “Used my Alaska Companion Fare last year, and it was solid. If I can use it on Hawaiian this year, that’s a real improvement.”

Others, like Steve from Seattle, outlined the value: “We use Alaska’s Companion Fare and booked our upcoming Seattle–Honolulu trip with it. The total for both of us was about $812. Still feels like a great deal.”

Yet, some warn about potential alterations in the future and remind travelers to check eligibility and route availability frequently. There are occasional accounts of lost opportunities as route networks shift, so booking sooner rather than later is advised.

Strategic Loyalty Integration: The Path to a Combined Alaska–Hawaiian Frequent Flyer Program

The expanded Companion Fare forms just one part of a wider loyalty integration between Alaska and Hawaiian. Since the announcement of Alaska’s $1.9 billion acquisition of Hawaiian Airlines (pending regulatory approval expected in late 2024 or early 2025), the airlines have moved swiftly to offer reciprocal loyalty program benefits:

• Earning & Redeeming Miles: Alaska Mileage Plan members can now earn and redeem miles when flying on Hawaiian-operated flights.
• Status Matches: Active status matching between Mileage Plan and HawaiianMiles.
• Free Checked Bags: Alaska credit cardholders now receive checked bag benefits even on Hawaiian flights booked via Alaska.
• Elite Upgrades: Alaska MVP elites gain access to select preferred seats or upgrades on both carriers (subject to seat availability).

The airlines have committed to maintaining both brands, at least through the integration period, while advancing toward a seamless customer experience across networks. The combined carrier will operate as the fifth-largest U.S. airline once the merger is finalized, boasting improved connectivity to, from, and between the Hawaiian Islands.

Travel industry experts view this move as a potential competitive response to Southwest Airlines, which also aggressively markets interisland and mainland-Hawaii fares. With Delta and United continuing to serve Hawaii from their own hubs, Alaska-Hawaiian hopes to solidify its leadership for the leisure travel market to America’s 50th state.

How to Redeem the $99 Companion Fare

1. Log in to your Alaska Mileage Plan account at alaskaair.com.
2. Go to “Discount and companion fare codes” under “My Account” to view availability and expiry dates.
3. Choose your desired Hawaii itinerary (either Alaska or Hawaiian operated). Eligible flights will display the “Companion Fare” booking option at checkout.
4. Proceed to book both tickets in the same transaction, and the second traveler will pay only $99 plus taxes and fees (typically $22–$57 round-trip depending on route and airport fees).

Note: The Companion Fare is not valid on partner- or codeshare-operated flights, and blackout dates may apply during peak holiday periods. The offer is for economy class fares and cannot be combined with award (miles) bookings.

The Business and Travel Industry Impact

The extension of the Companion Fare broadens the consumer value proposition at a time when leisure travel to Hawaii has rebounded post-pandemic. According to recent TSA statistics, Hawaii’s visitor arrivals have returned to 97% of 2019 levels as of mid-2024, with over 9.6 million annual visitors contributing more than $19 billion to the state’s economy (source: Hawaii Tourism Authority).

The Alaska–Hawaiian merger is also expected to add workforce stability for employees on both islands and the West Coast, and may trigger fare competition and route enhancements among rival carriers.

Key Takeaways for Cardholders and Travelers

• Actionable Savings: The $99 Companion Fare is now available for Hawaiian Airlines flights booked on alaskaair.com, maximizing value on high-demand Hawaii routes.
• Broader Benefits: Enhanced mileage earning and redemption, checked-bag benefits, and reciprocal elite perks increase the incentive to use Alaska and Hawaiian as your preferred carriers.
• Book Early: As always, route changes and travel demand can affect availability, so plan trips in advance to secure the best deals.
• Watch for Further Integration: Ongoing merger activity may bring even more benefits (or changes) to both loyalty programs in 2025 and beyond. Stay informed through the Alaska Mileage Plan and HawaiianMiles communication channels for updates.