Alaska Air Group, Inc. (NYSE: ALK) is a Delaware-incorporated public holding company that combined Alaska Airlines' and Hawaiian Airlines' operations under a single AAG operating certificate on October 29, 2025. Its Privacy Notice (last updated October 1, 2025) discloses collection of government IDs (passport, TSA Precheck/Redress/Known Traveler numbers), health/wellness data (vaccination status, dietary and wheelchair accommodation needs), and biometric information used for CBP boarding verification, plus disclosure of identifiers, device data, and geolocation to third-party analytics and advertising companies. The policy also discloses sharing within AAG affiliates and with non-affiliated financial institutions for co-branded (Atmos Rewards) credit-card marketing, but its fetched HTML shows no explicit CCPA-style "sell/share" opt-out or Do Not Track language of the kind found in some peer airline policies. On June 27, 2025, Alaska Air Group filed an 8-K disclosing that Hawaiian Airlines identified a cybersecurity incident affecting IT systems on June 23, 2025; the filing states flights continued operating and that the Company had not yet determined material financial impact. No independent security audit, FTC/DOT privacy-specific enforcement action, or additional breach record was found in primary sources within scope.
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Alaska Air Group's Privacy Notice (last updated October 1, 2025) lists "Government IDs" (driver's license and passport information, Global Entry, TSA Precheck, TSA Redress, and Known Traveler numbers) and "Health data" (vaccination, health, or wellness information, plus dietary and wheelchair-accommodation needs) as named categories of personal data it collects, alongside a separately labeled "Sensitive personal information" category. The same notice states that in certain circumstances AAG may be required to disclose guest biometric information to U.S. Customs and Border Protection (CBP) as part of the security clearance and boarding process, with photographs compared against passport or other government-issued travel document images; guests may request an alternative (non-biometric) verification procedure from a Guest Service Agent.
Alaska Air Group, Inc.'s FY2025 Form 10-K (period ended 2025-12-31) identifies it as a Delaware corporation incorporated in 1985, trading on the NYSE under ticker ALK, reporting 114,641,450 shares of common stock outstanding as of January 31, 2026, and discloses that Alaska Airlines' and Hawaiian Airlines' operations were combined under a single operating certificate on October 29, 2025.
The Privacy Notice states AAG discloses personal data within its affiliated companies ("Affiliates") where common data systems are shared or access is needed to provide services and operate the business. The same page discloses that co-branded credit card products (Atmos Rewards) are provided by non-affiliated financial institutions that process personal data according to their own privacy notices, and that when those institutions disclose personal data back to AAG (e.g., to coordinate loyalty-points eligibility based on card usage), AAG uses it for loyalty program administration and marketing.
Alaska Air Group's Form 8-K (filed 2025-06-27) discloses that on June 23, 2025, Hawaiian Airlines, an AAG subsidiary, identified a cybersecurity incident affecting certain information technology systems; the Company took steps to safeguard operations, engaged relevant authorities and experts, stated flights continued operating safely and as scheduled, and had not yet determined whether the incident was reasonably likely to materially impact financial condition or results of operations.
The Privacy Notice discloses that AAG shares identifiers and device information (cookie IDs, device IDs, IP address), geolocation data, and usage data with third-party measurement, advertising, and marketing providers, including third-party analytics and advertising companies that also independently collect personal data through Alaska's website and apps. The notice separately states that AAG uses Google Analytics and other third-party services to improve website performance and for analytics and marketing purposes, and provides an opt-out link for Google Analytics.