Alaska Air Group laid out what it calls its most significant investment in premium travel on September 29: lie-flat suites under two brands, a premium economy cabin that doesn't exist today, and new lounges in Seattle, Honolulu and San Diego. Almost none of it arrives before 2028, which is the first thing to understand about it.
Aurora on Alaska
Alaska is bringing 34 lie-flat Aurora Suites to all widebody 787 Dreamliner flights. The suites have direct aisle access, privacy doors, a 19-inch 4K screen, Bluetooth, wireless and USB-C charging, AC power and Ultraleather upholstery.
The more interesting part is the narrowbody. Alaska says there will be 12 Aurora Suites on at least 25 737-10 MAX aircraft, which brings lie-flat seating to select transcontinental first class flying in 2028, for the first time in the carrier's history. Those aircraft get the Aurora livery too.
Alaska puts a number on what that does to the widebody: the updated 787-9 will feature about 46 percent premium seating, up from 38 percent today.
Leihōkū on Hawaiian
Hawaiian's fleet of 24 A330 widebodies, which serves Asia, Oceania and select North America routes, gets brand-new interiors from the first row to the last beginning in 2028. That includes 22 enhanced Leihōkū Suites for international business class and domestic First Class.
The suite spec matches Aurora on the hardware: direct aisle access, lie-flat, privacy doors, 19-inch 4K screens, Bluetooth and wireless charging. What Alaska separates out for Hawaiian is the dining, with local chef menus and wine pairings, and hotel-quality bedding.
The A330 cabin overall goes to about 40 percent premium seating, up from 30 percent today.
Diana Birkett Rakow, Hawaiian's CEO, framed the brand split: "Hawaiʻi is our home and a place that leaves a lasting impression on visitors from around the world."
Premium Reserve, the cabin that doesn't exist yet
Premium Reserve is a new premium economy cabin. It goes on Alaska's 787-9, 787-10 and select 737-10 MAX aircraft, and on Hawaiian's A330 fleet. Alaska says there will be 35 Premium Reserve seats on the 787-9 and 787-10, 28 on the A330 and 12 on the 737-10 MAX.
Alaska's release says the seats "will be available for purchase next summer and begin rolling out in 2028."
The spec: 38-inch pitch, wider than economy, enhanced recline, a leg and calf rest, a 16-inch 4K OLED screen, and AC power with USB-C.
Alaska describes this as completing a four-cabin configuration, with Aurora or Leihōkū Suites, Premium Reserve, Premium Class and Main Cabin. In that lineup, Premium Reserve sits between the suites and Premium Class.
Three lounges
The Seattle build is the headline on the ground. It sits at the newly expanded C Concourse, runs to nearly 41,000 square feet, and Alaska says it will be Seattle's largest lounge and one of the largest in the country when it opens in late 2027.
Inside are a 500-seat Alaska Lounge on the main level, open to travelers who can already access the Lounge under existing policies, and a 200-seat Aurora Lounge reserved for Aurora Suites guests traveling on intercontinental flights. Alaska lists an outdoor patio with a fireplace, private work pods and three premium bar areas across two floors. Private shower suites, wellness spaces and made-to-order food are exclusive to the Aurora Lounge.
Honolulu gets a lounge of nearly 13,000 square feet at the Mauka Concourse entrance in Terminal 1, holding roughly 200 guests and opening in early 2028. Access is described as similar to The Plumeria Lounge, and includes Leihōkū Suites guests.
San Diego gets a new 14,000-square-foot Alaska Lounge in 2028.
The food
Alaska says Seattle chef Renee Erickson will create menus for its European routes, naming London, Rome and, beginning in spring 2027, Athens and Paris. Chef Brady Ishiwata Williams expands his program to routes across Asia from Seattle.
Those two routes were announced separately: Seattle to Athens starts May 12, 2027, and Seattle to Paris starts May 25, 2027, both on the 787-9.
What this means if you fly them
Ben Minicucci, Alaska Air Group's CEO, put the pitch this way: "We believe premium is more than a seat. It's how guests feel from the moment they book their trip to the moment they arrive at the airport to when they're in the air with us."
For a passenger, the honest read is that this is an announcement about 2028. The 737 suites, Hawaiian's new A330 interiors, the Premium Reserve rollout and the Honolulu and San Diego lounges all land then. Seattle's lounge opens late 2027. Premium Reserve goes on sale next summer, ahead of that rollout.
If you're choosing an airline for a trip in the next year, none of this changes the decision. If you're planning premium trips on Alaska or Hawaiian for 2028 and later, these are the cabins you'll be booking, with points or cash.
Sources
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