Delivering an industry-leading SAF program with Alaska Airlines

Amid growing concerns about climate change and aviation’s environmental impact, Alaska Airlines is prioritizing sustainability as a key part of its operations. With a long-standing commitment to reducing carbon emissions and waste, and protecting local ecosystems, Alaska aims to achieve net-zero emission by 2040 — ten years ahead of the broader industry’s target.

In late 2023, Alaska Airlines integrated its sustainability goals into the guest experience through its frequent flyer program, the Alaska Airlines Mileage Plan. Partnering with Chooose, Alaska educated guests about sustainable aviation fuel (SAF) and facilitated their support for it, leading to contributions that supported over half a million gallons of this low-carbon fuel.

Objective: Engaging Alaska Airlines' most loyal guests

As 2023 drew to a close, Alaska Airlines incentivized Mileage Plan members to maintain or reach elite status in a sustainable way. This initiative offered a sustainability-focused alternative to the end-of-year “mileage run” flights seen in many airline loyalty programs.

Supporting sustainable aviation fuel while earning status

Understanding the importance of scaling SAF production and use, Alaska AIrlines provided an alternative way for guests aiming for elite status to achieve their goal. Through a limited-time promotion, Mileage Plan members could support SAF by purchasing its environmental attributes and earn elite-qualifying miles in return:

For every $100 spent supporting SAF, guests earn 500 elite-qualifying miles towards their status.

Using Chooose's digital solutions, Alaska scaled its SAF program and offered guests a customized purchasing experience. Mileage Plan members had access to a flexible, easy-to-use platform, allowing them to choose the amount they needed to spend to reach their desired status level.

Results: Promoting education of, investment in, and contribution to SAF

Mileage Plan members made significant investments in SAF, supporting the use of over half a million gallons by Alaska and paving the way for more extensive SAF procurement for its fleet.

By the numbers

• Over 500,000 gallons of SAF were supported by Mileage Plan members during the limited time promotional period.
• 8.6% of participating Mileage Plan members maximized their contribution.
• The custom program landing page drove a 2.7% conversion rate.

This campaign highlighted the value of incorporating sustainability into loyalty programs, showing that compelling incentives can drive meaningful action and encourage climate-friendly choices. Alaska not only enhanced customer loyalty but also fostered a culture of environmental responsibility through the education, investment, and contribution to SAF — a win-win for both the airline and its environmentally conscious frequent flyers.

The importance of sustainable aviation fuel

SAF is a significant opportunity for the aviation industry to decarbonize, as it can reduce lifecycle carbon emissions by up to 80% depending on the feedstock and processing methods. However, challenges like limited supply and high costs remain. Achieving net zero by 2050 will require support from private financing, public policy, aligned carbon accounting systems, and direct demand and use.

Did you know?

• Compared to conventional jet fuel, sustainable aviation fuel (SAF) can reduce lifecycle carbon emissions by up to 80%, resulting in a substantial decrease in greenhouse gas (GHG) emissions generated by aviation.
• SAF can also:
  • Contribute to cleaner air
  • Work with existing aircraft and infrastructure
  • Create new economic opportunities
  • Increase energy security

An industry-leading SAF program

Alaska Airlines’ innovative approach to integrating sustainability with its loyalty program serves as a blueprint for the aviation industry. By engaging its most loyal guests, providing compelling incentives, and leveraging Chooose’s digital solutions, Alaska delivered a first-of-its-kind, scalable, flyer-focused SAF program.