As the landscape has evolved, think adding wifi and lounge access would reduce the overall Alaska value proposition. I don’t want to have to count coupons, and lounges are already crowded.

A program that encouraged me to give more wallet share to Alaska would make me excited.
•more EQMs/RDMs for different spend categories
•earlier upgrade processing based on tier status (as a 100k I hate it when F processes same day because I can’t order food)
•Premium customer service via text or voice
•Full benefits on basic economy fares
•Customer summit once a year in each hub city
•Priority line for lounge access
•Discounts (probably via mileage bonuses) with Alaska-aligned businesses like T-mobile & Stumptown
•Either a statement credit or EQM/RDM credit on annual renewal