<?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>0001544030</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>HARRISON ANDREW R</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>7500</noOfUnitsSold>
      <aggregateMarketValue>401330.00</aggregateMarketValue>
      <noOfUnitsOutstanding>121392507</noOfUnitsOutstanding>
      <approxSaleDate>05/19/2025</approxSaleDate>
      <securitiesExchangeName>NYSE</securitiesExchangeName>
    </securitiesInformation>
    <securitiesToBeSold>
      <securitiesClassTitle>Common</securitiesClassTitle>
      <acquiredDate>02/13/2023</acquiredDate>
      <natureOfAcquisitionTransaction>Performance Stock Lapse</natureOfAcquisitionTransaction>
      <nameOfPersonfromWhomAcquired>ALASKA AIR GROUP, INC</nameOfPersonfromWhomAcquired>
      <isGiftTransaction>N</isGiftTransaction>
      <amountOfSecuritiesAcquired>729</amountOfSecuritiesAcquired>
      <paymentDate>02/13/2023</paymentDate>
      <natureOfPayment>Equity Compensation</natureOfPayment>
    </securitiesToBeSold>
    <securitiesToBeSold>
      <securitiesClassTitle>Common</securitiesClassTitle>
      <acquiredDate>11/05/2023</acquiredDate>
      <natureOfAcquisitionTransaction>Restricted Stock Lapse</natureOfAcquisitionTransaction>
      <nameOfPersonfromWhomAcquired>ALASKA AIR GROUP, INC</nameOfPersonfromWhomAcquired>
      <isGiftTransaction>N</isGiftTransaction>
      <amountOfSecuritiesAcquired>1993</amountOfSecuritiesAcquired>
      <paymentDate>11/05/2023</paymentDate>
      <natureOfPayment>Equity Compensation</natureOfPayment>
    </securitiesToBeSold>
    <securitiesToBeSold>
      <securitiesClassTitle>Common</securitiesClassTitle>
      <acquiredDate>02/09/2024</acquiredDate>
      <natureOfAcquisitionTransaction>Performance Stock Lapse</natureOfAcquisitionTransaction>
      <nameOfPersonfromWhomAcquired>ALASKA AIR GROUP, INC</nameOfPersonfromWhomAcquired>
      <isGiftTransaction>N</isGiftTransaction>
      <amountOfSecuritiesAcquired>4778</amountOfSecuritiesAcquired>
      <paymentDate>02/09/2024</paymentDate>
      <natureOfPayment>Equity Compensation</natureOfPayment>
    </securitiesToBeSold>
    <nothingToReportFlagOnSecuritiesSoldInPast3Months>N</nothingToReportFlagOnSecuritiesSoldInPast3Months>
    <securitiesSoldInPast3Months>
      <sellerDetails>
        <name>ANDREW R HARRISON</name>
        <address>
          <com:street1>19300 INTERNATIONAL BOULEVARD</com:street1>
          <com:city>SEATTLE</com:city>
          <com:stateOrCountry>WA</com:stateOrCountry>
          <com:zipCode>98188</com:zipCode>
        </address>
      </sellerDetails>
      <securitiesClassTitle>ALASKA AIR GROUP, INC.</securitiesClassTitle>
      <saleDate>02/20/2025</saleDate>
      <amountOfSecuritiesSold>6600</amountOfSecuritiesSold>
      <grossProceeds>503448.00</grossProceeds>
    </securitiesSoldInPast3Months>
    <noticeSignature>
      <noticeDate>05/19/2025</noticeDate>
      <signature>ANDREW R HARRISON</signature>
    </noticeSignature>
  </formData>
</edgarSubmission>
[{"type": "144", "sequence": "1", "filename": "primary_doc.xml", "secsgml_size_bytes": 4478}]
144
0001544030
XXXXXXXX
LIVE
0000766421
ALASKA AIR GROUP, INC.
001-08957
19300 INTERNATIONAL BOULEVARD
SEATTLE
WA
98188
206-392-5040
HARRISON ANDREW R
Officer
Common
Charles Schwab & Co., Inc.
3000 Schwab Way
Westlake
TX
76262
7500
401330.00
121392507
05/19/2025
NYSE
Common
02/13/2023
Performance Stock Lapse
ALASKA AIR GROUP, INC
N
729
02/13/2023
Equity Compensation
Common
11/05/2023
Restricted Stock Lapse
ALASKA AIR GROUP, INC
N
1993
11/05/2023
Equity Compensation
Common
02/09/2024
Performance Stock Lapse
ALASKA AIR GROUP, INC
N
4778
02/09/2024
Equity Compensation
N
ANDREW R HARRISON
19300 INTERNATIONAL BOULEVARD
SEATTLE
WA
98188
ALASKA AIR GROUP, INC.
02/20/2025
6600
503448.00
05/19/2025
ANDREW R HARRISON