A laska Airlines and Hawaiian Airlines have launched a joint loyalty program called Atmos Rewards and introduced a new premium co-branded credit card, the Atmos Rewards Summit Visa Infinite, as part of a broader repositioning to serve more global and premium travelers.

Alaska Airlines is launching a $395-a-year rewards credit card as it joins the industry's race for high-spending customers. It is also launching a combined loyalty program with Hawaiian Airlines, called Atmos, and raising requirements for elite status. Alaska acquired Hawaiian last year and plans to keep the two brands operating separately.

In what Alaska calls an industry first, flyers starting later next year will choose from one of three options to earn points for award travel.