<?xml version="1.0" encoding="UTF-8"?><edgarSubmission xmlns="http://www.sec.gov/edgar/ownership" xmlns:com="http://www.sec.gov/edgar/common">
  <headerData>
    <submissionType>144</submissionType>
    <filerInfo>
      <filer>
        <filerCredentials>
          <cik>0001922547</cik>
          <ccc>XXXXXXXX</ccc>
        </filerCredentials>
      </filer>
      <liveTestFlag>LIVE</liveTestFlag>



    </filerInfo>
  </headerData>
  <formData>
    <issuerInfo>
      <issuerCik>0000766421</issuerCik>
      <issuerName>ALASKA AIR GROUP, INC.</issuerName>
      <secFileNumber>001-08957</secFileNumber>
      <issuerAddress>
        <com:street1>19300 INTERNATIONAL BOULEVARD</com:street1>
        <com:city>SEATTLE</com:city>
        <com:stateOrCountry>WA</com:stateOrCountry>
        <com:zipCode>98188</com:zipCode>
      </issuerAddress>
      <issuerContactPhone>206-392-5040</issuerContactPhone>
      <nameOfPersonForWhoseAccountTheSecuritiesAreToBeSold>HALVERSON EMILY</nameOfPersonForWhoseAccountTheSecuritiesAreToBeSold>
      <relationshipsToIssuer>
        <relationshipToIssuer>Officer</relationshipToIssuer>
      </relationshipsToIssuer>
    </issuerInfo>
    <securitiesInformation>
      <securitiesClassTitle>Common</securitiesClassTitle>
      <brokerOrMarketmakerDetails>
        <name>Charles Schwab &amp; Co., Inc.</name>
        <address>
          <com:street1>3000 Schwab Way</com:street1>
          <com:city>Westlake</com:city>
          <com:stateOrCountry>TX</com:stateOrCountry>
          <com:zipCode>76262</com:zipCode>
        </address>
      </brokerOrMarketmakerDetails>
      <noOfUnitsSold>1329</noOfUnitsSold>
      <aggregateMarketValue>85603.00</aggregateMarketValue>
      <noOfUnitsOutstanding>126944559</noOfUnitsOutstanding>
      <approxSaleDate>12/18/2024</approxSaleDate>
      <securitiesExchangeName>NYSE</securitiesExchangeName>
    </securitiesInformation>
    <securitiesToBeSold>
      <securitiesClassTitle>Common</securitiesClassTitle>
      <acquiredDate>08/31/2019</acquiredDate>
      <natureOfAcquisitionTransaction>ESPP - See Remarks</natureOfAcquisitionTransaction>
      <nameOfPersonfromWhomAcquired>ALASKA AIR GROUP, INC.</nameOfPersonfromWhomAcquired>
      <isGiftTransaction>N</isGiftTransaction>
      <amountOfSecuritiesAcquired>1329</amountOfSecuritiesAcquired>
      <paymentDate>08/31/2019</paymentDate>
      <natureOfPayment>Cash</natureOfPayment>
    </securitiesToBeSold>
    <nothingToReportFlagOnSecuritiesSoldInPast3Months>Y</nothingToReportFlagOnSecuritiesSoldInPast3Months>
    <remarks>The shares sold in this filing were acquired and paid for between 08/31/2019 and 10/31/2020.</remarks>
    <noticeSignature>
      <noticeDate>12/18/2024</noticeDate>
      <signature>EMILY HALVERSON</signature>
    </noticeSignature>
  </formData>
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144
0001922547
XXXXXXXX
LIVE
0000766421
ALASKA AIR GROUP, INC.
001-08957
19300 INTERNATIONAL BOULEVARD
SEATTLE
WA
98188
206-392-5040
HALVERSON EMILY
Officer
Common
Charles Schwab & Co., Inc.
3000 Schwab Way
Westlake
TX
76262
1329
85603.00
126944559
12/18/2024
NYSE
Common
08/31/2019
ESPP - See Remarks
ALASKA AIR GROUP, INC.
N
1329
08/31/2019
Cash
Y
The shares sold in this filing were acquired and paid for between 08/31/2019 and 10/31/2020.
12/18/2024
EMILY HALVERSON