Alaska Air Group unveils new premium experiences

Alaska Air Group is investing heavily in premium travel, unveiling new Aurora and Leihōkū experiences for Alaska Airlines and Hawaiian Airlines, alongside a new Premium Reserve cabin and upgraded aircraft interiors launching from 2028.

Summary:

Alaska Air Group is introducing two flagship premium experiences – Aurora and Leihōkū – reflecting the distinct identities of Alaska Airlines and Hawaiian Airlines from the airport through to the aircraft.
Premium Reserve, a new premium economy cabin, will debut in 2028 across selected Alaska and Hawaiian aircraft, offering passengers more space, comfort and choice on longer flights.
Alaska Airlines and Hawaiian Airlines will significantly expand their premium seating and onboard experience, including lie-flat suites, new interiors, upgraded inflight entertainment and enhanced dining and service.

Alaska Air Group has unveiled its most significant investment in premium travel, introducing two distinct flagship experiences that reflect the identities of Alaska Airlines – a Corporate Partner of the FTE Digital, Innovation & Startup Hub – and Hawaiian Airlines. Aurora, inspired by roots across Alaska and the Pacific Northwest and Alaska Airlines’ spirit of innovation, and Leihōkū, meaning ‘lei of stars’ and inspired by early Polynesian navigation and wayfinding, will shape premium journeys from the airport to the aircraft.

As part of its broader core guest experience investments, the company is also introducing Premium Reserve – a new premium economy cabin that debuts in 2028 on Alaska’s 787-9, 787-10 and select 737-10 MAX aircraft, and on Hawaiian’s A330 fleet, providing guests with more room, comfort and choice on longer flights.

“We believe premium is more than a seat,” said Ben Minicucci, CEO, Alaska Air Group. “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. Aurora for Alaska and Leihōkū for Hawaiian bring that vision to life in ways that feel true to the Alaska and Hawaiian brands our guests love, while raising the standard for comfort, service, dining and care throughout the journey.”

Aurora Suites: The next evolution of international Business Class and select transcontinental First Class flights

As guests increasingly seek elevated experiences across every type of trip, Alaska is bringing 34 lie-flat Aurora Suites to all widebody 787-9 Dreamliner flights, 40 to future 787-10 Dreamliner flights, and – for the first time in the carrier’s history – to select transcontinental flying in first class on the 737 in 2028. Overall, the updated 787-9 will feature about 46% premium seating, up from 38% today.

There will be 12 Aurora Suites on at least 25 737-10 MAX aircraft. These aircraft will also be painted in the same Aurora livery design as the current 787 Dreamliners. Inspired by the northern lights, the Aurora livery creates a visual symbol of Alaska’s next chapter as a global airline while remaining rooted in the natural beauty that inspired the airline’s name.

Leihōkū Suites: An expanded and enhanced experience on Hawaiian’s A330 fleet

Hawaiian’s fleet of 24 A330 widebody aircraft, which serves destinations in Asia, Oceania and select North America routes, will receive brand-new interiors from the first row to the last beginning in 2028, including 22 enhanced Leihōkū Suites for guests on international Business Class and domestic First Class flights. Overall, the full cabin will feature about 40% premium seating, up from 30% today.

As part of its broader core guest experience investments, the company is also introducing all-new interiors for the full A330 cabin, including an upgraded inflight entertainment system with 4K screens and Bluetooth connectivity.