Alaska Air Group has unveiled Aurora for Alaska Airlines and Leihōkū for Hawaiian Airlines, two new flagship premium travel experiences that will introduce upgraded lie-flat suites, dedicated airport services, new lounges, premium dining, and redesigned aircraft interiors. The company is also launching Premium Reserve, a new premium economy cabin scheduled to begin rolling out across both airlines in 2028.
Aurora is designed around Alaska Airlines’ Pacific Northwest identity and will become the airline’s highest-end travel experience. Alaska plans to install 34 lie-flat Aurora Suites across its Boeing 787 Dreamliner fleet and to bring lie-flat seating to select transcontinental routes on Boeing 737 aircraft for the first time in the carrier’s history.
At least 25 Boeing 737-10 MAX aircraft will feature 12 Aurora Suites each and will also receive Alaska’s Aurora livery inspired by the northern lights. The updated Boeing 787-9 configuration will have approximately 46% of its seats in premium cabins, up from 38% today.
Aurora Suites will offer fully lie-flat beds, direct aisle access, privacy doors on the 787, 19-inch 4K entertainment displays, Bluetooth connectivity, wireless and USB-C charging, AC power, upgraded Ultraleather upholstery, and chef-led on-demand dining. Atmos Rewards members will also receive complimentary Starlink Wi-Fi through T-Mobile.
The premium experience will extend to the airport with dedicated Aurora Suites check-in and concierge service at Seattle-Tacoma International Airport, as well as access to a new Aurora Lounge.
Hawaiian Airlines will introduce Leihōkū across its fleet of 24 Airbus A330 widebody aircraft, which serve destinations across Asia, Oceania, and North America. Beginning in 2028, the aircraft will feature entirely new interiors, including 22 Leihōkū Suites for international business-class and domestic First Class passengers. Premium seating will represent approximately 40% of each A330 cabin, up from 30% currently.
Leihōkū Suites will include lie-flat seats, privacy doors, direct aisle access, 19-inch 4K displays, Bluetooth connectivity, wireless and USB-C charging, AC power, upgraded bedding, and chef-curated meals with wine pairings. Guests will also receive dedicated check-in and concierge services in Honolulu and Seattle.
Hawaiian’s entire A330 cabin will also receive new interiors, including upgraded inflight entertainment systems with 4K screens and Bluetooth connectivity.
Alaska Air Group is also introducing Premium Reserve, a premium economy cabin positioned between the airlines’ lie-flat products and existing Premium Class offerings. Premium Reserve seats will become available for purchase next summer and begin entering service in 2028 on Alaska’s Boeing 787-9, 787-10, and select 737-10 MAX aircraft, along with Hawaiian’s A330 fleet.
The Boeing 787-9 and 787-10 will each feature 35 Premium Reserve seats, Hawaiian’s A330 will offer 28 seats, and selected 737-10 MAX aircraft will carry 12 Premium Reserve seats. The product will offer 38 inches of pitch, enhanced recline, leg and calf rests, 16-inch 4K OLED entertainment displays, Bluetooth connectivity, AC and USB-C charging, upgraded dining, and premium materials.
Alaska is also expanding its premium dining program. Seattle chef Renee Erickson will create menus for Alaska’s European routes, including London, Rome, Athens, and Paris, while James Beard Award-winning chef Brady Ishiwata Williams will develop menus for routes between Seattle and Asia. Alaska also plans to introduce a new international wine program.
Hawaiian Airlines Executive Chef Dell Valdez will continue creating menus for Leihōkū Suites and First Class, while Maui-based chef and James Beard Award finalist Sheldon Simeon is working with Hawaiian on its Main Cabin preorder dining program for many flights between Hawaii and the continental U.S.
A significant part of Alaska’s investment will also take place on the ground. At Seattle’s expanded C Concourse, Alaska plans to open a nearly 41,000-square-foot lounge complex in late 2027, which the company said will become Seattle’s largest airline lounge and one of the largest in the country.
The facility will include a 500-seat Alaska Lounge and a 200-seat Aurora Lounge, along with an outdoor patio and fireplace, private work pods, locally sourced food and beverages, three premium bars, and a coffee lab. Aurora Lounge guests will additionally have access to private shower suites, wellness spaces, chef-prepared cuisine, à la carte dining, and tableside service.
Hawaiian is planning its own nearly 13,000-square-foot lounge in Honolulu, scheduled to open in early 2028 at the Mauka Concourse in Terminal 1. The lounge will seat approximately 200 guests and feature local food and beverages, a signature coffee experience, a full-service bar, private workspaces, and artwork from local artists.
Alaska also plans to open a new 14,000-square-foot Alaska Lounge in San Diego in 2028.
The investments are part of Alaska Air Group’s broader Alaska Accelerate strategy, which is focused on expanding the company’s global network, premium product portfolio, loyalty program, and partnerships following the combination of Alaska Airlines and Hawaiian Airlines.
KEY QUOTES:
“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.”
Ben Minicucci, CEO of Alaska Air Group
“Hawai‘i 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 travelers seek while continuing to connect our guests with aloha.”
Diana Birkett Rakow, CEO of Hawaiian Airlines
