Alaska Air Group is making its “most significant” investment in premium travel, unveiling new luxury offerings for Alaska Airlines and Hawaiian Airlines as it competes for high-spending travelers.
The company on Tuesday introduced Aurora for Alaska Airlines and Leihōkū for Hawaiian Airlines, premium experiences that will pair lie-flat suites with dedicated check-in, concierge service, upgraded dining and access to exclusive lounges beginning in 2028.
Alaska Air Group also unveiled Premium Reserve, a new premium economy cabin offering wider seats, more legroom and upgraded amenities. It will debut in 2028 on Alaska’s Boeing 787 Dreamliners and select Boeing 737-10 MAX aircraft, as well as Hawaiian Airlines’ Airbus A330 fleet.
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The announcement comes as airlines increasingly compete for high-spending travelers by investing in premium cabins, airport lounges and upgraded onboard service.
“We believe premium is more than a seat,” Alaska Air Group CEO Ben Minicucci said in a statement. “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.”
| Ticker | Security | Last | Change | Change % |
|---|---|---|---|---|
| ALK | ALASKA AIR GROUP INC. | 39.93 | +0.23 | +0.58% |
On Alaska’s international Boeing 787 Dreamliner fleet, Aurora will feature lie-flat suites with privacy doors, restaurant-quality dining, direct aisle access, Starlink Wi-Fi and dedicated concierge service, along with access to a new Aurora Lounge in Seattle.
Aurora will also debut on select transcontinental Boeing 737-10 MAX flights in 2028.
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Leihōkū, meaning “lei of stars,” will roll out across Hawaiian Airlines’ fleet of 24 Airbus A330s.
The experience will feature redesigned lie-flat suites with privacy doors, refreshed cabin interiors, island-inspired cuisine, dedicated check-in and concierge service and access to a nearly 13,000-square-foot lounge in Honolulu.
Premium Reserve will feature wider seats with 38 inches of pitch, enhanced recline, leg and calf rests, upgraded dining and 16-inch 4K entertainment screens across both airlines’ long-haul fleets.
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The premium push extends beyond the aircraft as Alaska Air Group expands its lounge network.
A nearly 41,000-square-foot flagship Alaska Lounge and Aurora Lounge are slated to open at Seattle-Tacoma International Airport in late 2027.
A nearly 13,000-square-foot Hawaiian Lounge in Honolulu is expected to follow in early 2028, with a 14,000-square-foot Alaska Lounge in San Diego planned for later that year.
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