Alaska Airlines expands premium offering with new 737 and 787 suites and Reserve cabin

Alaska Airlines has outlined plans to revamp its premium offering across its narrow and widebody fleets as it seeks to capitalise on strong demand for higher-end cabins. 

The airline has undergone a significant overhaul post-COVID, completing its merger with Hawaiian in 2024 and earlier this year launching new long-haul services to Europe.

Alaska’s Premium Reserve introduced on Boeing 737s and 787s

Now, Alaska is introducing a new premium economy cabin as it looks to increase the amount of top-tier seating across its fleet.

Called Premium Reserve, the new cabin will launch in 2028 on Alaska’s Boeing 787-9 and 787-10 aircraft, as well as selected 737-10 MAXs. 

It will also be installed on Hawaiian Airlines’ Airbus A330 fleet, adding a dedicated premium economy product to the combined group’s widebody aircraft.

There will be 35 Premium Reserve seats on both the 787-9 and 787-10, while Hawaiian’s A330s will have 28. 

The 737-10 MAX will have 12 Premium Reserve seats.

The seats will offer 38 inches of pitch and will be wider than those in standard economy. 

They will also feature enhanced recline and a leg and calf rest, a 16-inch 4K OLED entertainment screen with Bluetooth connectivity, charging options, including AC power and USB-C charging at every seat, and an “upgraded dining experience”. 

Alaska says Premium Reserve will form part of a four-cabin configuration alongside its new Aurora Suites, Premium Class and Main Cabin. Hawaiian will offer the equivalent product alongside its Leihōkū Suites, Premium Class and Main Cabin.

Aurora Suites added to the Dreamliner

Alaska is also bringing 34 Aurora Suites to its Boeing 787 Dreamliner flights, and for the first time in its history, to select transcontinental flying in first class on the 737 in 2028. 

The suites have fully lie-flat beds, privacy doors on the 787s and direct aisle access. Each suite also features a 19-inch 4K entertainment screen, Bluetooth connectivity, and wireless and USB-C charging and AC power. 

The updated 787-9 will feature about 46% premium seating, up from 38% 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, meaning passengers can instantly recognise whether their aircraft will feature the seats. 

A northern light-inspired livery means it has been fitted with the new cabin, whereas the original Chester tail logo signifies the aircraft has the traditional cabin configuration. 

Hawaiian’s 24 Airbus A330s will be fitted with redesigned lie-flat Leihōkū suites.

Each will have 22 suites on international business class and domestic First Class flights. 

Overall, the full A330 cabin will feature about 40% premium seating, up from 30% today.

Hawaiian will also open a nearly 13,000-square-foot lounge in Terminal 1 in Honolulu in early 2028.

Alaska’s premium and long-haul push

Ben Minicucci, CEO of Alaska Air Group, said: “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. 

“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.”

The move comes as Alaska Air Group expands its international operation and increases the proportion of premium seating across its fleet. 

Over the summer, Alaska Airlines revealed plans to significantly expand its long-haul network from Seattle, with new nonstop services to Athens and Paris.

Alaska Airlines has announced that it will launch seasonal flights from Seattle to Athens and Paris starting in May 2027. 

The Athens flights will operate three times weekly from May 12, while Paris will see five weekly services from May 25. 

Both routes will be operated by Alaska’s Boeing 787-9 Dreamliners, which are already in use on its London Heathrow and Rome services.

Athens will become Alaska’s longest route when it launches, and the first nonstop connection between Seattle – or anywhere on the US West Coast – and the Greek capital. Paris will become Alaska’s fifth European destination from Seattle.