Key facts
- Alaska Air Group unveiled a new premium economy cabin called "Premium Reserve" and upgraded business-class suites.
- The new cabins will fly on mostly long-haul flights to Europe and Asia, and on select domestic routes.
- The "Premium Reserve" cabin will feature wide reclining seats with leg and calf rests and a 38-inch pitch.
- The "Premium Reserve" cabin will also include a 16-inch, Bluetooth-capable screen, outlets, USB-C charging ports, and upgraded dining menus.
- Alaska's "Aurora Suites" and Hawaiian's "Leihōkū Suites" business class products are being refreshed with sliding doors, Bluetooth, large inflight screens, and airport lounge access.
- A round-trip business-class flight from Seattle to Tokyo in mid-March is about $6,500 on Alaska.
Alaska Air Group is enhancing its premium travel offerings as part of its "Alaska Accelerate" plan, aiming to expand its international presence and cater to passengers willing to pay more for premium perks. The company unveiled a new premium economy cabin called "Premium Reserve" and refreshed business-class suites, which will be available on mostly long-haul flights to Europe and Asia, as well as select domestic routes.
The "Premium Reserve" cabin will feature wide reclining seats with leg and calf rests, a 38-inch pitch, a 16-inch Bluetooth-capable screen, and upgraded dining menus. This offering will be available on Alaska's 787 and select 737 Max 10 aircraft, and Hawaiian's A330 fleet, with flights beginning in 2028. Alaska's existing premium-economy-like cabin is called Premium Class, while this new offering will be a first for Hawaiian.
Beyond premium economy, the business-class suites, named "Aurora Suites" for Alaska and "Leihōkū Suites" for Hawaiian, have also been refreshed. These suites will include sliding doors, Bluetooth, large inflight screens, and access to airport lounges. The "Aurora Suites" will also be installed on 737 Max 10 planes flying select transcontinental routes.
These premium cabins come at a significant cost, with a round-trip business-class flight from Seattle to Tokyo in mid-March priced at approximately $6,500. Alaska faces competition from legacy US carriers with established international networks and premium products. CEO Ben Minicucci acknowledged the company is playing catch-up in the premium and international spaces, aligning with the strategy under "Alaska Accelerate."