Alaska and Hawaiian unveil new premium travel concepts - Get updated on what's happening in tourism!

Alaska Air Group is preparing a major overhaul of the premium travel experience at Alaska Airlines and Hawaiian Airlines. Two new concepts, Aurora and Leihōkū, will shape the passenger journey from airport check-in to onboard service, while a new Premium Reserve cabin will introduce a premium economy product across several aircraft types.

The programme includes new and redesigned cabins on Boeing 787 Dreamliners, Boeing 737-10 MAX aircraft and Hawaiian’s Airbus A330 fleet. At the same time, the group is investing in dedicated premium check-in, new lounges in Seattle and Honolulu and an expanded food and beverage programme.

“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,” says Alaska Air Group CEO Ben Minicucci.

Aurora brings lie-flat suites to Alaska’s 737 fleet

Aurora will become Alaska Airlines’ flagship premium concept. The carrier plans to install 34 lie-flat Aurora Suites on its Boeing 787 Dreamliners. From 2028, the product will also appear on selected transcontinental services operated with the Boeing 737-10 MAX, marking the first time Alaska has offered lie-flat seating on the 737.

At least 25 Boeing 737-10 MAX aircraft will receive 12 Aurora Suites each. The aircraft will also carry an Aurora livery inspired by the northern lights.

The suites will feature direct aisle access and fully flat beds, with privacy doors on the 787. Equipment includes 19-inch 4K entertainment screens, Bluetooth connectivity, wireless and USB-C charging and AC power. Aurora passengers will also receive dedicated check-in and concierge services in Seattle and access to a new Aurora Lounge.

Hawaiian redesigns its Airbus A330 cabins

Hawaiian Airlines will introduce its own premium concept under the name Leihōkū, a Hawaiian expression meaning “lei of stars” and inspired by Polynesian navigation.

Beginning in 2028, Hawaiian’s 24 Airbus A330s will receive completely redesigned interiors. Each aircraft will feature 22 Leihōkū Suites with lie-flat seats, privacy doors and direct aisle access. Premium seating will account for around 40% of the cabin, compared with 30% today.

“Hawai'i is our home and a place that leaves a lasting impression on visitors from around the world,” says Hawaiian Airlines CEO Diana Birkett Rakow. She says the investment is intended to combine an upgraded product with an authentically Hawaiian passenger experience.

Premium Reserve adds a fourth cabin

A major change for both airlines will be the introduction of Premium Reserve. The new premium economy product is scheduled to become available for booking in summer 2027 before entering service from 2028.

Alaska’s Boeing 787-9 and 787-10 will each offer 35 Premium Reserve seats, Hawaiian’s A330 will have 28, while selected Boeing 737-10 MAX aircraft will feature 12. Seat pitch will be 38 inches, with enhanced recline, leg and calf rests and 16-inch 4K OLED entertainment screens.

The new product will result in a four-cabin structure comprising Aurora or Leihōkū Suites, Premium Reserve, Premium Class and Main Cabin.

Local chefs shape the onboard experience

Food and beverage will be another element used to distinguish the two airline brands. Alaska Airlines is working with Seattle chefs Renee Erickson and Brady Ishiwata Williams. Erickson will develop menus for European routes including London and Rome as well as Athens and Paris from spring 2027, while Williams will focus on Alaska’s Asian routes from Seattle.

Hawaiian will retain a stronger island focus. Executive Chef Dell Valdez will develop dishes for Leihōkū Suites and First Class based on Hawaiian ingredients and culinary traditions. The airline has also expanded chef-led pre-order dining in Main Cabin on most services between Hawaiʻi and the US mainland.

Seattle gets a 41,000-square-foot lounge complex

The investment extends to the airports. Alaska plans a new lounge complex of almost 41,000 square feet at Seattle-Tacoma International Airport, scheduled to open in late 2027.

Located in the expanded C Concourse, it will combine a 500-seat Alaska Lounge with a separate 200-seat Aurora Lounge for passengers travelling in Aurora Suites on intercontinental flights. Facilities will include an outdoor terrace with a fireplace, private work areas and three bars. The Aurora Lounge will additionally offer private showers, wellness areas and made-to-order dining with table service.

Hawaiian Airlines is meanwhile planning a nearly 13,000-square-foot lounge at Honolulu airport for early 2028. Around 200 guests will be accommodated, with locally inspired food and drinks, a dedicated coffee concept, bar, private workspaces and art by local artists. A further 14,000-square-foot Alaska Lounge is scheduled to open in San Diego in 2028.

Together, the investments form part of Alaska Air Group’s broader strategy to develop a stronger international network while maintaining distinct identities for Alaska Airlines and Hawaiian Airlines.

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