Alaska Air Group has unveiled new premium cabins for Alaska Airlines and Hawaiian Airlines as US carriers increasingly expand their higher-end travel offerings.
The group announced a new premium economy cabin called “Premium Reserve”, featuring wider reclining seats with leg and calf rests, 38 inches of seat pitch, 16-inch Bluetooth-enabled screens, power outlets and USB-C charging ports. Passengers will also receive upgraded in-flight dining options.
Alaska Airlines to Introduce Premium Reserve Cabins on Long-Haul Flights
The new cabin will be introduced on Alaska’s Boeing 787 and select 737 Max 10 aircraft, as well as Hawaiian’s Airbus A330 fleet, with flights expected to begin in 2028.
Alaska will also introduce refreshed lie-flat business-class suites. The airline’s “Aurora Suites” will be installed on its 787 Dreamliners and selected 737 Max 10 aircraft, while Hawaiian’s “Leihōkū Suites” will be expanded to its A330 fleet.
Both business-class products will feature sliding doors, Bluetooth connectivity, large entertainment screens and lounge access.
The expansion forms part of Alaska Air Group’s “Alaska Accelerate” strategy following its acquisition of Hawaiian Airlines for nearly US$2 billion in 2024. The strategy aims to strengthen the group’s international network and premium offerings from its Seattle hub.
However, Alaska faces established US carriers with larger international networks and extensive premium-cabin operations.
