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.

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.