Iceland is calling: Alaska Airlines launches new route to Reykjavík and unveils elevated comfort and care across 737 fleet

Rhea-AI Summary

Alaska Airlines (NYSE:ALK) has announced a significant expansion with new daily nonstop service to Reykjavík, Iceland, starting May 28, 2026. The route will operate daily during summer months from Seattle, featuring complimentary Wi-Fi and enhanced partnerships with Icelandair, including access to over 35 European connections.

The airline is also implementing comprehensive fleet upgrades across its 737 aircraft, including new First Class dining services, modern serveware, expanded Premium Class seating, and the introduction of a Premium Snack Basket. First Class capacity will increase from 12 to 16 seats on 737-800 and 737-8 MAX aircraft, while Premium Class will expand from 24 to 30 seats on 737-9 MAX and 737-900ER.

Additionally, Alaska announced enhanced loyalty benefits through Atmos™ Rewards, including Starlink Wi-Fi implementation by 2027 and new lounge access benefits for credit cardholders.

Positive

• Launch of new daily summer route to Reykjavík, expanding international presence
• Enhanced partnership with Icelandair providing access to 35+ European connections
• Fleet-wide interior upgrades including increased First Class and Premium Class seating capacity
• Introduction of new premium amenities and dining services across different cabin classes
• Implementation of Starlink Wi-Fi by 2027 and enhanced loyalty program benefits

Negative

• Limited seasonal service to Reykjavík (May 28 - Sept. 8 only)
• Full Starlink Wi-Fi implementation not complete until 2027

Insights

Airline Industry Analyst

Alaska Airlines expands globally with Iceland route while upgrading fleet experience, reinforcing premium positioning and international growth strategy.

Alaska Airlines' new Seattle-Reykjavík route marks a significant expansion of its international footprint, particularly noteworthy as it represents another step in the carrier's deliberate pivot toward becoming a more global airline. The daily summer service (May 28-September 7, 2026) strategically positions Alaska to capture high-yield seasonal leisure traffic while leveraging Icelandair's European network through an enhanced bilateral codeshare.

The timing is particularly shrewd as it coincides with Iceland's 2026 solar eclipse viewing opportunity, which should drive premium demand and allow for higher yield management during the initial season. This complements Alaska's recently announced London route and upcoming Seoul and Tokyo services, establishing Seattle as a genuine transoceanic hub.

The fleet-wide interior refresh of their 737 aircraft indicates a substantial capital investment aimed at improving unit revenue through premium cabin expansion. Increasing First Class seats from 12 to 16 on 737-800s and expanding Premium Class from 24 to 30 seats on 737-900ERs demonstrates a clear revenue optimization strategy. Industry data consistently shows these cabin expansions deliver superior returns compared to all-economy configurations.

The investment in elevated dining experience, premium serveware, and expanded food offerings follows the industry trend of improving premium cabin amenities to justify higher fare differentials. The introduction of the Premium Snack Basket represents a modest incremental cost that should drive disproportionate customer satisfaction and potentially improved Premium Class upsell rates.

With the enhanced Atmos Rewards program featuring Starlink Wi-Fi implementation and improved lounge access benefits, Alaska is strengthening its competitive position against Delta's strong Seattle hub. These enhancements should improve both customer loyalty metrics and co-branded credit card revenue, which typically delivers higher margins than core airline operations.

• Guests can now book nonstop travel to Reykjavík, Iceland and look forward to Alaska's signature hospitality and the added bonus of complimentary Wi-Fi on every journey to the Land of Fire and Ice.
• Building on our award-winning reputation, we're debuting a suite of new onboard enhancements across our 737 fleet, including a refreshed First Class dining experience and our first-ever complimentary Premium Class Snack Basket offered on flights over 670 miles.
• We're excited to share that our expanded partnership with Icelandair will offer guests elite access and greater connections across Europe.

SEATTLE, Sept. 4, 2025 /PRNewswire/ -- Alaska Airlines is taking its global reach further than ever with nonstop service to Reykjavík, Iceland, inviting travelers to book their next adventure at alaskaair.com. With flights starting May 28, 2026, guests can book today to discover Iceland's breathtaking landscapes, with daily summer flights from our global gateway in Seattle, all while enjoying an elevated travel experience thoughtfully upgraded from curb to cabin.

"The addition of Reykjavík expands Alaska's global footprint, connecting our guests with even more of the world through the elevated service they know and love," said Kirsten Amrine, vice president of revenue management and network planning at Alaska Airlines. "We're excited to launch our new nonstop route next summer, bringing travelers closer to the natural magic of Iceland and providing a seamless gateway to Europe."

The new summer service to Reykjavík is complemented by Icelandair's more than 35 daily departures from the country's capital to Europe, making it easier than ever for guests to continue their journey across the continent. We're excited to offer greater convenience, flexibility and a smoother travel experience with Alaska's new and enhanced bilateral codeshare agreement with Icelandair, enabling guests to book itineraries that combine flights from both airlines under a single ticket. This milestone comes as Alaska and Icelandair celebrate 10 years of partnership.

And now, guests traveling in First Class or as Atmos™ Rewards Gold, Platinum or Titanium elites will also have access to Icelandair's Saga Lounge at Keflavík International Airport, making connections comfortable and convenient. Together with Icelandair and our oneworld and additional global airline partners, exploring the world is seamless with convenient connections and the ability to earn and redeem loyalty rewards across partner airlines. Every Iceland flight includes complimentary Wi-Fi – a special perk just for this route – along with premium pillows and blankets, so guests can stay connected and comfortable from take off to touchdown.

"The expansion of our longstanding partnership with Alaska Airlines reinforces our commitment to providing seamless travel options for our customers. By combining Icelandair's comprehensive network of around 60 destinations across the North Atlantic with Alaska's strong presence along the U.S. West Coast, we are creating even more opportunities for convenient and flexible connections between North America and Europe for our customers. This collaboration reflects our shared dedication to service excellence and delivering a superior travel experience," said Bogi Nils Bogason, Icelandair president and chief executive officer.

And for travelers looking for a once-in-a-lifetime adventure, Iceland will also be one of the best places on earth to witness the 2026 solar eclipse — made even more accessible with Alaska's new nonstop flights.

Our new nonstop route to Reykjavík:

Route	Start of Service	End of Service	Frequency
SEA to KEF	May 28	Sept. 7	Daily
KEF to SEA	May 29	Sept. 8	Daily

An elevated way to fly throughout your journey with Alaska

Guests on nonstop flights to Reykjavík and across our network will immediately notice Alaska's upgraded onboard offerings as we continue investing in the 737 experience. These enhancements support Alaska's evolution as a premium global carrier: growing faster, flying farther and delivering the elevated experience guests already know and love.

First Class just got better

Dining in First Class is getting a new, elevated look. This month we're debuting a modern serveware collection inspired by the Pacific Northwest, designed to bring a new level of style and sophistication to the onboard experience.

The bespoke collection features a refined entrée plate, elongated platter for chef-inspired presentations, textured stoneware bowl to hold hearty courses and a contemporary mug crafted for comfort in hand. Our new custom flatware set, featuring a brass-tone knife, fork and spoon with clean lines and a polished finish, adds modern sophistication to every meal. Complementing these are versatile side dishes, a brass-accent bowl for small bites and a sleek tray that ties the setting together. Many of the pieces were designed in partnership with Buzz, a global design company known for shaping signature travel moments.

Each item blends durability with style at 35,000 feet. Neutral tones and subtle textures showcase the food, while modern design details bring warmth to the table. Together, they signal a new chapter in Alaska's commitment to elevating First Class dining. The new collection begins rolling out Sept. 24 across all flights.

Expanded First Class menu

We're taking our First Class cuisine to new heights across our narrowbody fleet with even more elevated menu concepts, like our new Tahini Roasted Carrots with Green Goddess Yogurt Sauce and Citrus & Fennel with Chili Glaze – both made with fresh, locally sourced ingredients. Alaska continues to offer guests more meal options than any other U.S. airline, with up to five menu choices on select flights, including vegan and gluten-free meals.

Our newest menu launches on Sept. 24, including the JUST Egg Scramble, Spanish Carnitas Egg Scramble, and Brown Butter Pancakes for breakfast, or Moroccan Beef and Chili Shrimp with Black Rice for lunch and dinner.

Premium Class gets an upgrade

For the first time ever, Premium Class guests — who already enjoy more legroom, complimentary drinks, and priority boarding — will be able to choose from a specially curated snack basket. Our new Premium Snack Basket features high-quality ingredient snacks, sourced primarily from West Coast partners, including Solely, a San Diego-based clean foods company. Guests can also choose from new onboard products such as Jackson's Kettle Cooked Chips, Thinsters chocolate chip cookies, Wonderful Pistachios and Hippeas Groovy White Cheddar Puffs. The Premium Snack Basket will be offered starting in early December on flights over 670 miles as part of Alaska's premium travel experience.

We'll continue to serve guest favorites — Stellar Snacks Pretzels and Biscoff cookies — as part of our complimentary snack and beverage service in the Main Cabin.

Upgrades for a consistent, modern experience

We're investing in a fleetwide interior upgrade to create a more modern, more comfortable and more consistent onboard experience, including on our new route to Reykjavík, operated with the long-range 737-8 MAX. Alaska is refreshing nearly all 737 aircraft with updated bulkheads, cabin dividers, new leather seats, carpets, device holders and reserved overhead bin space for guests in our First Class & Premium Class cabins. On our 737-9 MAX and 737-900ER, Premium Class will grow from 24 to 30 seats, giving more guests access to extra legroom. Our 737-800 and 737-8 MAX will see First Class grow from 12 to 16 seats; guests will also enjoy more conveniently positioned power outlets and new USB-C charging ports for added comfort.

Enhanced loyalty and connectivity

Atmos™ Rewards, Alaska's upgraded loyalty program unifying the best of Mileage Plan and HawaiianMiles, will provide members with more rewards, choice and global access than ever. Starting next year, Atmos Rewards members will enjoy free Wi-Fi thanks to T-Mobile on select flights as we begin to roll out ultra-fast Starlink Wi-Fi, with full fleet implementation by 2027.

For the first time ever, we're offering Lounge passes to our credit cardholders. Atmos Rewards Summit Visa Infinite® cardholders can rest and recover before they take off with eight passes each year to any of the Alaska Lounges in our network – a value of over $500. Each pass is valid for your entire travel day, so you can access multiple lounges along your journey and includes entry for up to two accompanying children. For existing Alaska Lounge members, these passes can be shared with family and friends. Through 2026, cardholders visiting our Lounges will enjoy an all-new premium bar experience, including our featured cocktails and exclusive curations. Each visit includes a complimentary drink, whether it's our Summit Sunset cocktail or any selection from the new mixologist-curated bar menu.

Plus, the co-branded premium credit card with Bank of America also allows members to earn 1 status point for every $2 spent, helping them reach rewards faster. And in 2027, Alaska will open a new international Lounge at Seattle-Tacoma International Airport — bigger, bolder and built to match our global growth. Learn how to become an Alaska Lounge member here.  

We also recently announced new daily, year-round service to London and will begin nonstop flights to Seoul Incheon on Sept. 12. These international destinations join our recently launched route to Tokyo-Narita, which began in May, and Rome, which is set to begin next spring. As Alaska expands into Europe and Asia from Seattle, guests can look forward to a new global travel experience, reflecting the airline's vision for international growth and commitment to connecting the Pacific Northwest to destinations worldwide. Learn more here.

For our media kit, including downloadable images, click here.

About Alaska Air Group

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 and the Pacific. We'll serve Europe beginning in spring 2026. Guests can book travel at alaskaair.com and hawaiianairlines.com. Alaska is a member of the oneworld alliance, with Hawaiian scheduled to join oneworld in spring 2026. With oneworld and our additional global partners, guests can earn and redeem points for travel to over 1,000 worldwide destinations with AtmosRewards. 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

When does Alaska Airlines (ALK) start flying to Reykjavík, Iceland?

Alaska Airlines will begin daily nonstop service to Reykjavík from May 28, 2026, operating through September 8, 2026, from its Seattle hub.

What upgrades is Alaska Airlines making to its 737 fleet?

Alaska is implementing fleet-wide interior upgrades including new leather seats, expanded First and Premium Class seating, updated bulkheads, cabin dividers, device holders, and enhanced power outlets with USB-C charging ports.

What new First Class dining improvements is Alaska Airlines introducing?

Alaska is introducing a new modern serveware collection, expanded menu options with up to 5 choices on select flights, and new dishes like Tahini Roasted Carrots and Spanish Carnitas Egg Scramble, launching September 24.

What benefits will Alaska Airlines' Atmos Rewards credit cardholders receive?

Summit Visa Infinite® cardholders will receive 8 annual lounge passes (valued over $500), complimentary drinks at lounges through 2026, and earn 1 status point for every $2 spent.

How is Alaska Airlines expanding its partnership with Icelandair?

The enhanced partnership includes a bilateral codeshare agreement, access to Icelandair's Saga Lounge for eligible passengers, and connections to over 35 European destinations through Reykjavík.