Alaska Air Group unveils premium travel and partnership expansion plans

Alaska Air Group has unveiled an extensive roadmap to expand its premium travel offerings across Alaska Airlines and Hawaiian Airlines. Key initiatives include the introduction of the Aurora brand for Alaska Airlines and an expanded Leihōkū experience for Hawaiian Airlines.

Starting in 2028, Alaska Airlines plans to introduce lie-flat Aurora Suites on its Boeing 787 Dreamliners and on at least 25 Boeing 737 MAX 10 aircraft, targeting major transcontinental routes such as those to New York City. The airline will also debut a new premium economy cabin called Premium Reserve.

Additionally, Alaska Airlines intends to join the Atlantic and Pacific Joint Business partnerships, which would align it with carriers like American Airlines, British Airways, and Finnair to enhance international connectivity. The company is also updating its Atmos Rewards program, with new miles-earning preferences for partner flights set to take effect in 2027.