Airline × CruiseOct 20, 2026First adults-only flight plus cruise
JetBlue Vacations and Virgin Voyages launched the first adults-only flight plus cruise, a jointly designed product that still earns TrueBlue points and tiles.
Innovation
Who's doing something new
Firsts and creative partnerships across airlines, hotels and card issuers, and ideas they suggest for airline programs.
Top 3 this month
Airline × CruiseOct 20, 2026FintechOct 20, 2026Rent points now ride trains and JetBlue
Bilt added JetBlue (1:1) a month after Amtrak, so points earned on rent now reach both an airline and a railroad.
US airlineOct 1, 2026Members choose how they earn
Atmos lets members pick distance, price paid or segments as their earning basis from 2027, something no other major US program offers.
Making waves
A debit card that earns statusUS airlineOct 1, 2026
What they did
Atmos Rewards (Alaska and Hawaiian): An Atmos debit card that earns points and status points, launching early 2027; pre-registration is open.
Why it stands out
Reaches members who will not take a credit card, a group co-brand cards miss.
Airline lounges built with a card issuer's lounge teamUS airlineSep 2, 2026
What they did
Southwest Airlines × Chase: Southwest's first lounges (Austin, Baltimore, Honolulu, Nashville, late 2027) draw on the Chase Sapphire Reserve Lounge Network; access comes with a new premium Chase card in 2027.
Why it stands out
A carrier with no lounges is entering the category by pairing with its card partner instead of building alone.
An airline-branded stays site run by an OTAGlobal airlineJun 22, 2026
What they did
Air India Maharaja Club × Booking.com: A co-branded Booking.com site where Maharaja Club members earn 5 points per INR 100 on hotels and homes.
Why it stands out
Puts an airline's brand and currency on a full lodging storefront without building one.
Pay for cruises with milesGlobal airlineJun 8, 2026
What they did
Singapore Airlines KrisFlyer × Arrivia: Members redeem miles, or miles plus cash, on more than 30,000 cruise itineraries and keep earning 2 miles per $1 on fares.
Why it stands out
A non-air redemption with broad appeal; Delta Cruises lists no way to redeem miles today.
Elite perks shared without an allianceUS airlineMay 14, 2026
What they did
United × JetBlue (Blue Sky): Premier and Mosaic members get priority boarding, a free checked bag and extra legroom seats on each other's flights.
Why it stands out
Two US airlines trading elite benefits with no alliance or joint venture.
See all 11 moves
Miles on what you do, not just where you stayUS airlineMay 5, 2026
What they did
Delta × Airbnb: Linked SkyMiles members earn 3 miles per $1 on Airbnb Experiences and Services, plus 1 per $1 on Homes.
Why it stands out
Extends earning into the in-destination part of the trip.
Hotel points for flying, and miles both waysHotel × Global airlineApr 22, 2026
What they did
IHG One Rewards × ANA: Planned to launch after October 2026: IHG points on select ANA international flights on top of ANA miles, two-way points exchange, and IHG status matched to ANA status.
Why it stands out
A hotel paying its own currency for flights flips the usual airline-buys-hotel-points model.
Bank points that flow into an airline programCard issuerApr 20, 2026
What they did
Atmos Rewards × Bank of America: Bank of America becomes the single issuer of all Atmos cards, and Bank of America points are set to transfer into Atmos in 2027.
Why it stands out
Gives a bank's whole rewards base a path into one airline currency.
Miles built into a phone planTelecom × Global airlineMar 19, 2026
What they did
Globe × Philippine Airlines Mabuhay Miles: Globe Platinum GPlan subscribers get 800 to 1,600 Mabuhay Miles credited every month, depending on plan.
Why it stands out
Turns a monthly subscription into steady, predictable mileage earning.
Hotel points and perks at seaHotel × CruiseDec 2025
What they did
Hilton Honors × Explora Journeys: Honors members earn 10 base points per $1 and can redeem points on Explora sailings booked through Hilton, with 5% off fares.
Why it stands out
A hotel program carrying status bonuses and onboard benefits into a new travel category.
Miles on the weekly grocery runRetailOct 6, 2025
What they did
United × Instacart: Linked MileagePlus members earn miles on qualifying Instacart orders and get Instacart+ perks.
Why it stands out
High-frequency everyday spend keeps members engaged between trips.
Ideas for airline programs
1Let members choose how they earn
Inspired by
- Atmos Rewards (Alaska and Hawaiian), Oct 1, 2026
How it could work
- Offer a one-time choice: price paid, distance or segments.
- Default new members to price paid.
- Lock the choice for a year to keep costs predictable.
2Pay hotel points on our flights
Inspired by
- IHG One Rewards × ANA, Apr 22, 2026
How it could work
- Hotel partner awards its points on flights, on top of miles.
- Add two-way points exchange.
- Match status between the two programs.
3Let members pay for cruises with miles
Inspired by
- Singapore Airlines KrisFlyer × Arrivia, Jun 8, 2026
- Hilton Honors × Explora Journeys, Dec 2025
How it could work
- Add miles and miles plus cash to the cruise booking site.
- Keep miles earning on cash bookings.
4Put miles inside a monthly subscription
Inspired by
- Globe × Philippine Airlines Mabuhay Miles, Mar 19, 2026
How it could work
- Partner with a phone, streaming or Wi-Fi plan.
- Credit a fixed number of miles each month the plan is active.
5Offer a debit card that earns miles and status
Inspired by
- Atmos Rewards (Alaska and Hawaiian), Oct 1, 2026
- Atmos Rewards × Bank of America, Apr 20, 2026
How it could work
- Build it with the co-brand issuer for members who skip credit cards.
- Earn miles plus a capped amount of status credit.
Not ranked. Every move links to the company's own announcement. Checked Oct 24, 2026.