SEATTLE- Alaska Airlines (AS) is expanding its premium offering with Aurora Suites, including lie-flat seating across its Boeing 787 fleet and on select Boeing 737-10 MAX transcontinental flights. Seattle (SEA) will anchor the Alaska experience with dedicated premium check-in and a new Aurora Lounge.
Hawaiian Airlines (HA) is introducing enhanced Leihōkū Suites across its Airbus A330 fleet, supported by new interiors, island-inspired dining and a new premium lounge. Honolulu (HNL) will remain a key gateway for the Hawaiian premium experience.
Alaska Airlines Build Premium Travel Offering
Alaska Air Group is making a major investment in premium travel by developing distinct flagship experiences for Alaska Airlines and Hawaiian Airlines while expanding the number of premium cabin choices across both fleets.
The strategy centers on three products: Aurora Suites for Alaska, Leihōkū Suites for Hawaiian and Premium Reserve, a new premium economy cabin.
The program extends beyond the aircraft with dedicated check-in services, lounges, upgraded dining, enhanced bedding, new entertainment systems and additional connectivity.
The broader strategy supports Alaska Accelerate, the company’s plan to strengthen its global platform through a larger premium offering, the Atmos Rewards program and an expanded network of destinations and partners.
Alaska Air Group CEO Ben Minicucci said the premium strategy is intended to cover the full journey, from booking and airport arrival to the onboard experience and arrival at the destination.
The airline is positioning Aurora around Alaska’s Pacific Northwest identity and innovation, while Hawaiian is using Leihōkū to reflect its connection to Hawaiʻi and traditional Polynesian navigation.
Aurora Suites Bring Lie-Flat Seating
Aurora Suites will become Alaska Airlines’ flagship premium cabin for international business-class flying and selected transcontinental first-class services.
Alaska plans to install 34 Aurora Suites across its Boeing 787 widebody fleet. On the updated Boeing 787-9, premium seating will account for about 46% of the cabin, up from approximately 38% in the current configuration.
The strategy also marks the first time Alaska will offer lie-flat seating on a narrowbody aircraft. At least 25 Boeing 737-10 MAX aircraft will receive the dedicated Aurora configuration, with service planned from 2028.
Alaska has 168 Boeing 737-10 MAX aircraft on order, placing the planned premium subfleet within a much larger narrowbody program.
Each premium 737-10 MAX is planned to have 12 Aurora Suites arranged across six rows in a 1-1 configuration. The suites will provide direct aisle access and lie-flat beds, with privacy and personal space designed for longer transcontinental flights.
The aircraft will also receive the Aurora exterior design used on the Boeing 787. Inspired by the northern lights, the livery is intended to connect the aircraft with Alaska’s global identity while retaining the natural imagery associated with the airline’s name.
The Aurora Suites product will include:
- Dedicated Aurora Suites check-in and concierge service at Alaska’s Seattle global gateway
- Access to the new Aurora Lounge in Seattle for eligible Aurora Suites travelers
- Lie-flat beds with direct aisle access and privacy doors on the 787
- 19-inch 4K entertainment screens
- Bluetooth connectivity
- Wireless charging, USB-C charging and AC power
- Additional storage
- Softer, more breathable Ultraleather upholstery
- Restaurant-quality dining and curated chef programs
- On-demand dining
- Starlink Wi-Fi for Atmos Rewards members at no additional charge under the airline’s T-Mobile arrangement
Reverse-Herringbone Seating
The Aurora 737-10 MAX configuration uses reverse-herringbone-style premium suites, giving each passenger direct access to the aisle.
This layout differs from the herringbone-style arrangements used on some other premium narrowbody aircraft. The configuration gives Alaska’s new narrowbody premium cabin an individual suite-style layout rather than a traditional domestic first-class arrangement.
The airline’s published specification calls for 12 Aurora Suites. Some early renderings appeared to show a different seat count, but the announced aircraft configuration is 12 suites.
Alaska’s first 737-10 MAX deliveries are expected from 2027, while the specially configured premium aircraft are planned to enter service from 2028.
Alaska Plans Aircraft for Transcontinental Routes
Alaska has stated that the premium 737-10 MAX aircraft will operate on transcontinental routes.
The aircraft allow Alaska to combine a widebody-style premium cabin with the operating economics and capacity characteristics of a narrowbody aircraft. The airline has not published a complete route list for the premium subfleet.
The program also provides Alaska with a dedicated four-cabin structure on the aircraft: Aurora Suites, Premium Reserve, Premium Class and Main Cabin.
The 737-10 MAX therefore becomes an important part of Alaska’s effort to offer more premium capacity without limiting lie-flat products to widebody aircraft.
Hawaiian’s A330 Premium Cabin
Hawaiian Airlines will introduce its Leihōkū premium experience across its Airbus A330 fleet.
The name Leihōkū means “lei of stars” and draws on early Polynesian navigation and wayfinding. The concept gives Hawaiian’s premium cabin a distinct identity centered on the airline’s connection to Hawaiʻi.
Hawaiian operates 24 Airbus A330 widebody aircraft serving destinations across Asia, Oceania and selected North American markets. Beginning in 2028, the aircraft will receive new interiors from the first row to the last.
The redesigned A330 will include 22 enhanced Leihōkū Suites for international business-class and domestic First Class passengers. The full aircraft is planned to have about 40% premium seating, compared with approximately 30% today.
Leihōkū Suites will feature:
- Dedicated check-in and concierge services in Honolulu and Seattle
- Direct aisle access
- Lie-flat seating
- Privacy doors
- 19-inch 4K entertainment screens
- Bluetooth connectivity
- Wireless and USB-C charging
- AC power
- Hotel-quality bedding
- Enhanced onboard amenities
- Curated dining from local chefs
- Wine pairings
- Premium multi-course dining on international services
- Starlink Wi-Fi for Atmos Rewards members at no additional charge under the airline’s T-Mobile arrangement
Hawaiian Will Upgrade Entire A330 Cabin
The A330 investment extends beyond the premium cabin.
Hawaiian plans all-new interiors throughout the aircraft, including improved cabin finishes and an upgraded inflight entertainment system. The system will include 4K screens and Bluetooth connectivity.
This approach gives Main Cabin and other passengers access to improvements even when they do not book Leihōkū Suites or First Class.
The broader investment is part of Hawaiian’s Kahu‘ewai Hawai‘i Investment Plan. Hawaiian Airlines CEO Diana Birkett Rakow has described the program as a way to strengthen the carrier’s hospitality while preserving an authentically Hawaiian experience.
Premium Reserve Adds New Premium Economy Cabin
Premium Reserve will provide a new seating option between the flagship suite products and Premium Class.
The cabin is planned for Alaska’s Boeing 787-9 and 787-10, selected Boeing 737-10 MAX aircraft and Hawaiian’s Airbus A330 fleet. The rollout begins in 2028, with Premium Reserve seats expected to become available for purchase the preceding summer.
Planned seat counts include:
- 35 Premium Reserve seats on the 787-9
- 35 Premium Reserve seats on the 787-10
- 28 Premium Reserve seats on the A330
- 12 Premium Reserve seats on the 737-10 MAX
The seats will offer 38 inches of pitch and a wider seat than traditional economy. They will also include enhanced recline, leg and calf rests, larger tray tables and storage pockets.
Additional features include:
- 16-inch 4K OLED entertainment screens
- Bluetooth connectivity
- AC power
- USB-C charging at every seat
- Premium finishes and materials
- Upgraded dining
- Enhanced amenities
Premium Reserve completes the planned four-cabin hierarchy of Aurora or Leihōkū Suites, Premium Reserve, Premium Class and Main Cabin.
Alaska Builds Pacific Northwest Culinary Program
Food and beverage service will form a major part of the Aurora experience.
Alaska is partnering with Seattle chefs Renee Erickson and Brady Ishiwata Williams to develop menus that connect international travel with the Pacific Northwest.
Chef Renee Erickson will create menus for Alaska’s European services, including London and Rome, as well as Athens and Paris beginning in spring 2027.
James Beard Award-winning chef Brady Ishiwata Williams will expand his Alaska program across routes to Asia from Seattle.
Alaska also plans a new international wine program. International passengers will receive an enhanced welcome service featuring a cheese and charcuterie board, building on the airline’s Signature Fruit & Cheese Platter.
The culinary strategy gives the Aurora brand a stronger connection to Seattle rather than relying only on cabin hardware to distinguish the product.
Hawaiian Brings Local Foods
Hawaiian Airlines is building Leihōkū around its Mea Ho‘okipa service philosophy, which the airline translates as “I am host.”
Executive Chef Dell Valdez will continue to develop menus for Leihōkū Suites and First Class using local ingredients and Hawaiian culinary traditions. Wine pairings will accompany the premium dining program.
The approach extends into the Main Cabin. Hawaiian has introduced a chef-driven pre-order dining program on most flights between Hawaiʻi and the U.S. mainland.
The program was developed with Maui-based chef Sheldon Simeon, a James Beard Award finalist. It provides travelers with more meal choice while bringing Hawaiʻi’s local ingredients, food traditions and locally sourced products onboard.
Major New Alaska Lounge Complex
Seattle will become a central part of the Aurora ground experience.
At the newly expanded C Concourse, Alaska plans a nearly 41,000-square-foot lounge complex scheduled to open in late 2027. Alaska says the facility will become Seattle’s largest lounge and one of the largest in the United States when it opens.
The connected complex will include:
- A 500-seat Alaska Lounge
- A 200-seat Aurora Lounge for eligible Aurora Suites travelers on intercontinental flights
- An outdoor patio with a fireplace
- Private work pods
- Locally sourced food and beverages
- Seasonal menus
- A pizza oven
- A coffee lab
- Fresh pastries
- Three premium bar areas across two floors
- Craft cocktails
- Curated wines
- Beers from selected local breweries
The Aurora Lounge will add a higher service level with private shower suites, wellness spaces, chef-prepared made-to-order food, à la carte dining and tableside service.
The new complex is intended to give Alaska’s Seattle hub a premium international gateway experience that begins before passengers reach the aircraft.
Hawaiian Plans New Premium Lounge
Hawaiian will open a nearly 13,000-square-foot lounge at the entrance of the Mauka Concourse in Terminal 1 at Honolulu in early 2028.
The lounge will seat approximately 200 guests and will provide a premium preflight environment built around Hawaiian hospitality.
Planned features include:
- Access similar to The Plumeria Lounge
- Access for guests traveling in Leihōkū Suites
- Locally inspired food and beverages
- A signature local coffee experience
- A full-service bar
- Specially crafted cocktails
- Private workspaces
- Artwork and installations by local artists
The new Honolulu facility will expand Hawaiian’s premium ground offering alongside its existing lounge network.
San Diego’s New Alaska Lounge
Alaska’s lounge expansion will extend beyond Seattle and Honolulu.
A new 14,000 square foot Alaska Lounge is planned for San Diego in 2028. The facility will strengthen Alaska’s presence in another major West Coast market and add to the airline’s growing lounge portfolio.
Together, the Seattle, Honolulu and San Diego investments create a broader ground-service network to support Alaska’s expanded premium cabin strategy.
What Changes for Travelers
The announced strategy is designed to make premium travel more consistent from airport arrival through the flight.
Alaska’s Aurora experience combines dedicated check-in, concierge services, lounge access, lie-flat seating, chef-led dining and enhanced connectivity. Hawaiian’s Leihōkū experience combines redesigned A330 cabins, dedicated airport services, local culinary programs, premium bedding and a new Honolulu lounge.
Premium Reserve adds another choice for travelers who want more space and comfort than traditional economy without booking a flagship suite.
The strategy also changes Alaska’s narrowbody premium offering. With the 737-10 MAX configuration planned to include 12 lie-flat Aurora Suites and 12 Premium Reserve seats, Alaska will have a narrowbody aircraft designed specifically around longer premium-focused services.
Key Rollout Timeline
The major elements of the program are scheduled across 2027 and 2028.
Alaska’s first Boeing 737-10 MAX deliveries are expected from 2027, while the dedicated Aurora configuration is planned for 2028. Athens and Paris are scheduled to join Alaska’s chef-led European dining program in spring 2027.
The new nearly 41,000-square-foot Seattle lounge is planned for late 2027.
Premium Reserve is planned to begin rolling out in 2028 across selected Alaska and Hawaiian aircraft, with sales expected to open the preceding summer.
Hawaiian’s A330 interior transformation and Leihōkū Suites are planned for 2028, while the new nearly 13,000-square-foot Honolulu lounge is scheduled to open in early 2028.
A new 14,000-square-foot Alaska Lounge in San Diego is also planned for 2028.
One Premium Strategy
Alaska and Hawaiian are developing different premium experiences rather than presenting a single standardized product across both airlines.
Aurora is closely tied to Seattle, the Pacific Northwest and Alaska’s broader international ambitions. Leihōkū draws on Hawaiian hospitality, local cuisine and Polynesian navigation traditions.
Premium Reserve provides a common premium economy layer across selected aircraft, while the wider A330, 787 and lounge investments improve the surrounding travel experience.
The program therefore combines new aircraft seating, cabin refurbishment, airport services, lounges, dining and connectivity into one broader premium strategy. The most distinctive element is Alaska’s decision to bring lie-flat suites to selected Boeing 737-10 MAX aircraft for transcontinental flying beginning in 2028.
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