Alaska Airlines and Hawaiian Airlines unveil Aurora and Leihōkū - elevating the premium travel experience from curb to cabin

The planned cabin refits would increase premium seating shares on both the 787-9 and A330.

Rhea-AI Summary

Alaska Air Group (ALK) unveiled Aurora and Leihōkū premium cabin plans for Alaska Airlines and Hawaiian Airlines. The updated Alaska 787-9 is planned to have about 46% premium seating, up from 38% today. Hawaiian’s redesigned A330 cabin is planned to have about 40%, up from 30%.

Premium Reserve, a new premium economy cabin, is due to begin rolling out in 2028 on the 787-9, 787-10, A330 and select 737-10 MAX aircraft. Alaska plans 34 Aurora Suites on its 787 aircraft and 12 on each of at least 25 737-10 MAX aircraft. Hawaiian’s 24 A330s will receive new interiors beginning in 2028, including 22 Leihōkū Suites per aircraft. New lounges are planned for Seattle in late 2027 and Honolulu in early 2028.

Positive

• Minor point. Forward-looking: it has not happened yet and may not happen.787-9 premium seating is planned at about 46%, up from 38% today.
• Minor point. Forward-looking: it has not happened yet and may not happen.A330 premium seating is planned at about 40%, up from 30% today.

Negative

• None.

News Explained

Alaska Air Group says a new 14,000-square-foot Alaska Lounge is planned to open in San Diego in 2028, adding another named facility to the lounge plans.

Key Figures

Premium Reserve debut: 2028 Aurora Suites: 34 lie-flat suites 787-9 premium seating: About 46%, up from 38% today +5 more

Premium Reserve debut

2028

Planned debut across Alaska and Hawaiian fleets

Aurora Suites

34 lie-flat suites

All Alaska widebody 787 Dreamliner flights

787-9 premium seating

About 46%, up from 38% today

Updated 787-9 cabin

737-10 MAX Aurora Suites

12 suites on at least 25 aircraft

Select transcontinental aircraft

Leihōkū Suites

22 suites across a fleet of 24 A330 aircraft

Hawaiian A330 cabin upgrades beginning in 2028

A330 premium seating

About 40%, up from 30% today

Hawaiian A330 cabin

Premium Reserve seats

35 on 787-9/787-10, 28 on A330, and 12 on 737-10 MAX

Seat counts by aircraft type

Premium Reserve seat pitch

38 inches

Premium Reserve cabin specification

Key Terms

premium economy, widebody, oled

3 terms

premium economy technical

"a new premium economy cabin that debuts in 2028"

A travel class offered by airlines and some transport/hospitality providers that sits between standard economy and business class, combining wider seats, more legroom, extra amenities, and higher baggage or service allowances than economy for a noticeably higher fare. Investors care because premium economy changes an airline’s revenue mix and per-passenger profit—like offering a mid-range model that can sell at higher margins without the full costs of business-class service.

widebody technical

"Alaska's fleet of 24 A330 widebody aircraft"

A widebody is a large commercial airplane with a wider fuselage and two passenger aisles, designed for long-haul flights and carrying more passengers or cargo than single-aisle planes. For investors, widebodies matter because they influence an airline’s capacity, route choices, fuel and maintenance costs, and revenue potential—think of them as the freight trucks of the sky versus smaller delivery vans, affecting profitability and fleet investment decisions.

oled technical

"A 16-inch 4K OLED entertainment screen"

OLED is a display technology that uses thin layers of organic material that produce light when electric current passes through, enabling thinner, more flexible screens with deeper blacks and more vivid color than traditional backlit panels. Investors watch OLED adoption because it affects product appeal, manufacturing complexity and supplier relationships—wider use can boost revenues and margins for makers of phones, TVs and components, while limited adoption can shift competitive and cost dynamics.

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The introduction of Premium Reserve, new Lounges and fleetwide upgrades will also bring guests more comfort, choice and distinctly Alaska and Hawaiian experiences

• Aurora will elevate the lie-flat suite experience on Alaska's 787 fleet and, for the first time, on select transcontinental routes on new Boeing 737-10 MAX aircraft, with dedicated check-in, an exclusive Seattle lounge and chef-led dining
• The Leihōkū experience will be anchored by Hawaiian's enhanced Airbus A330 with redesigned lie-flat suites, dedicated check-in and Island-inspired cuisine; additional enhancements to the core guest experience include all-new A330 interiors from first row to last, and a new 13,000-square-foot lounge in Honolulu
• Premium Reserve adds a new premium economy option across the 787 and A330 fleets and select 737-10 MAX aircraft, with more space, comfort and amenities on longer flights

SEATTLE, Sept. 29, 2026 /PRNewswire/ -- Alaska Air Group today unveiled its most significant investment in premium travel, introducing two distinct flagship experiences that reflect the identities of Alaska Airlines and Hawaiian Airlines. Aurora, inspired by roots across Alaska and the Pacific Northwest and a 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. 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," said Ben Minicucci, CEO of Alaska Air Group. "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 on Alaska

As guests increasingly seek elevated experiences across every type of trip, Alaska is bringing 34 lie-flat Aurora Suites to all widebody 787 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 percent premium seating, up from 38 percent 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. 

The new Aurora Suites will be Alaska's most elevated onboard product. Here's what guests can expect:  

• An exclusive Aurora Suites check-in and concierge service at Alaska's Seattle global gateway
• Access to the new Aurora Lounge in Seattle, designed to give Aurora Suites guests a more elevated and seamless preflight experience
• Some of the industry's most spacious suites, with a fully lie-flat bed, privacy doors on the 787s, direct aisle access and convenient storage
• Each suite includes a 19-inch 4K entertainment screen, Bluetooth connectivity, wireless and USB-C charging and AC power
• New premium materials, including softer, more breathable Ultraleather upholstery
• Restaurant-quality dining and amenities that extend the Aurora experience onboard through a curated chef program and on-demand dining
• Lightning-fast Starlink Wi-Fi for Atmos™ Rewards members, complimentary thanks to T-Mobile

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 percent premium seating, up from 30 percent today.

Hawaiian's new premium front-cabin experience will offer Leihōkū Suites guests:

• Access to an exclusive check-in and concierge service in Honolulu and Seattle for a more seamless airport experience  
• Direct aisle access, lie-flat seating and privacy doors
• A 19-inch 4K entertainment screen, Bluetooth connectivity, wireless and USB-C charging and AC power
• Curated dining by local chefs with wine pairings designed to support both domestic premium travel and multi-course, premium dining experiences on international routes.  
• Hotel-quality bedding and enhanced onboard amenities 
• Lightning-fast Starlink Wi-Fi for Atmos™ Rewards members, complimentary thanks to T-Mobile

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.

"Hawai'i is our home and a place that leaves a lasting impression on visitors from around the world. We take deep pride in welcoming our guests with genuine hospitality and an authentically Hawaiian experience, making us preferred over any other airline brand for travel to, from and within the islands," said Hawaiian Airlines CEO Diana Birkett Rakow. "These investments, part of our Kahu'ewai Hawai'i Investment Plan, help us take that to the next level to deliver a unique, elevated experience today's travelers seek while continuing to connect our guests with aloha."

Premium Reserve: Expanding premium choice 

Designed for guests seeking more room and comfort on longer flights, Premium Reserve seats will be available for purchase next summer and begin rolling out in 2028 on both Alaska and Hawaiian fleets. The new addition completes a four-cabin configuration that offers guests superior choice and value with Aurora Suites or Leihōkū Suites, Premium Reserve, Premium Class and Main Cabin.

What to expect in Premium Reserve:

• There will be 35 Premium Reserve seats on the 787-9 and 787-10 aircraft; 28 Premium Reserve seats on the A330; and 12 on the 737-10 MAX 
• A generous 38 inches of pitch and a wider seat than traditional economy 
• Enhanced recline and a leg and calf rest for added comfort   
• Large tray tables and convenient storage pockets  
• A 16-inch 4K OLED entertainment screen with Bluetooth connectivity 
• Multiple charging options, including AC power and USB-C charging at every seat 
• Premium finishes and materials that create a more elevated onboard environment 
• An upgraded dining experience and amenities 

Premium Dining: West Coast flavors on Alaska and Island-inspired meals on Hawaiian

Dining is one of the clearest expressions of Aurora's Seattle roots and Pacific Northwest identity. Alaska has partnered with celebrated Seattle chefs Renee Erickson and Brady Ishiwata Williams to bring local flavors to guests traveling between Seattle and the world.

Chef Erickson will create menus for Alaska's European routes, including London, Rome and, beginning in spring 2027, Athens and Paris. James Beard Award-winning chef Williams will expand his culinary program with Alaska to routes across Asia from Seattle. All international guests will enjoy a sophisticated welcome service featuring a cheese and charcuterie board, a refined interpretation of Alaska's iconic Signature Fruit & Cheese Platter. Alaska will also introduce a new international wine program.

Food and beverage remain central to Hawaiian's Mea Ho'okipa ("I am host") inflight service and the Leihōkū experience, bringing the flavors and stories of Hawaiʻi into every journey. Hawaiian Airlines Executive Chef Dell Valdez will continue to shape menus for Hawaiian's Leihōkū Suites and First Class cabins with dishes inspired by local ingredients and culinary traditions, complemented by thoughtfully selected wine pairings. 

This summer, Hawaiian extended that approach with the launch of a chef-driven Main Cabin pre-order dining program on most flights between Hawai'i and the U.S. continent, developed with Maui-based chef and James Beard Award finalist Sheldon Simeon. The program gives guests more choice while bringing more of Hawaiʻi's local flavors, ingredients and food traditions onboard, in addition to a full suite of locally-sourced products featured onboard. 

A world-class Seattle lounge for Alaska's global future 

At Alaska's hometown hub and global gateway in Seattle, Aurora comes to life as soon as guests arrive at the airport, where they will have exclusive access to a dedicated Suites check-in service. Designed to reflect Alaska's hospitality and a Pacific Northwest vibe, the new Alaska Lounge and Aurora Lounge will feature two connected spaces for domestic and international travelers, creating moments of calm, discovery and care with world-class hospitality.

Located at the newly expanded C Concourse, the nearly 41,000-square-foot space will become Seattle's largest lounge and one of the largest in the country when it opens in late 2027. It will feature:  

• A 500-seat Alaska Lounge on the main level welcoming travelers who can currently access the Lounge under existing policies
• A 200-seat Aurora Lounge for Aurora Suites guests traveling on intercontinental flights
• Outdoor patio with a fireplace 
• Private work pods 
• Locally sourced food and beverage offerings, including seasonal menus, a pizza oven, coffee lab and fresh pastries  
• Three premium bar areas across two floors, offering craft cocktails, curated wines and beers from select local breweries
• Exclusive to the Aurora Lounge: Private shower suites; wellness spaces; and chef-prepared, made-to-order cuisine, à la carte dining and tableside service 

A new Hawaiian Airlines Lounge in Honolulu 

Hawaiian will open a nearly 13,000-square-foot Lounge at the entrance of the Mauka Concourse in Terminal 1 in Honolulu in early 2028. The premium lounge will seat approximately 200 guests who will enjoy a more elevated preflight experience and Hawaiian's warm hospitality on the ground. The Hawaiian Lounge will feature:   

• Access similar to The Plumeria Lounge, including guests traveling in the Leihōkū Suites
• Locally-inspired food and beverages  
• A signature local coffee experience   
• A full-service bar with specially crafted cocktails   
• Private workspaces   
• Artwork and installations by local artists   

In addition to a growing Lounge portfolio in Seattle and Honolulu, a new 14,000-square-foot Alaska Lounge will open in San Diego in 2028 – further strengthening the company's presence in key West Coast markets.

Together, these investments across Alaska Airlines and Hawaiian Airlines advance Alaska Accelerate by strengthening the airline's global platform through expanded premium offerings, a more valuable Atmos™ Rewards program and a broader network of destinations and partners.

Learn more about these milestone moments and stay on top of updates at alaskaair.com, hawaiianairlines.com and news.alaskaair.com.

About Alaska, Hawaiian and Horizon
Alaska Airlines, Hawaiian Airlines and Horizon Air are subsidiaries of Alaska Air Group, and McGee Air Services is a subsidiary of Alaska Airlines. We are a global airline with hubs in Seattle, Honolulu, Portland, Anchorage, Los Angeles, San Diego and San Francisco. We deliver remarkable care as we fly our guests to more than 140 destinations throughout North America, Latin America, Asia, the Pacific and Europe. Guests can book travel at alaskaair.com and hawaiianairlines.com. Alaska and Hawaiian are members of the oneworld alliance. Members of our Atmos Rewards loyalty program can earn and redeem points with oneworld airlines and our additional global partners that serve over 1,100 worldwide destinations. Learn more about what's happening at Alaska and Hawaiian at news.alaskaair.com. Alaska Air Group is traded on the New York Stock Exchange (NYSE) as "ALK." 

 

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SOURCE Alaska Airlines

FAQ

AI-generated questions and answers. How Rhea-AI works. Not financial advice.

When will Alaska Air Group’s Premium Reserve seats be available?

Premium Reserve seats are due to become available for purchase next summer and begin rolling out in 2028 across the specified Alaska and Hawaiian aircraft.

Who can use Alaska Airlines’ planned Aurora Lounge in Seattle?

The planned 200-seat Aurora Lounge is for Aurora Suites guests traveling on intercontinental flights. It will be part of a nearly 41,000-square-foot space at the expanded C Concourse alongside an Alaska Lounge operating under existing access policies.