Alaska Air Group has revealed its most ‘significant investment in premium travel to date’ with the launch and upgrade of suites and cabins across Alaska Airlines and Hawaiian Airlines.
The ‘Aurora Suite’ (pictured), featuring 34 lie-flat seats, will be introduced on all the carrier’s 787 Dreamliner flights, as well as select transcontinental 737-10 MAX aircraft from 2028.
The suites include 19-inch 4K entertainment screens, Bluetooth connectivity, wireless and USB-C charging and AC power.
Passengers departing from Seattle will also have access to the exclusive ‘Aurora Suites’ check-in and concierge service and the new ‘Aurora Lounge’, which opens in late 2027.
Meanwhile, Hawaiian’s fleet of 24 A330 widebody aircraft will receive brand-new interiors in 2028, including 22 enhanced ‘Leihōkū Suites’ for international business and domestic first-class passengers.
New premium economy cabin, ‘Premium Reserve’, will also debut on Alaska’s 787-9, 787-10 and select 737-10 MAX aircraft, and on Hawaiian’s A330 fleet in 2028.
It will include 38 inches of pitch, enhanced recline and a leg and calf rest, a 16-inch 4K OLED entertainment screen with Bluetooth connectivity and multiple charging options.
In addition to the new Aurora Lounge, there will be a new Hawaiian Airlines Lounge in Honolulu and an Alaska Lounge in San Diego from 2028.
Elsewhere, the group has partnered with Seattle chef Renee Erickson to create menus across its European network, including London, Rome and, from spring 2027, Athens and Paris.
Alaska Air Group CEO Ben Minicucci said: “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.”
Hawaiian Airlines CEO Diana Birkett Rakow added: “Hawaii is our home and a place that leaves a lasting impression on visitors from around the world. We take deep pride in welcoming our guests with genuine hospitality and an authentically Hawaiian experience, making us preferred over any other airline brand for travel to, from and within the islands.
“These investments, part of our Kahu‘ewai Hawai‘i Investment Plan, help us take that to the next level to deliver a unique, elevated experience today’s travellers seek while continuing to connect our guests with aloha.”
