Alaska Airlines goes all-in on luxury with sweeping premium cabin overhaul

Alaska Air Group is making its “most significant” investment in premium travel, unveiling new luxury offerings for Alaska Airlines and Hawaiian Airlines as it competes for high-spending travelers.

The company on Tuesday introduced Aurora for Alaska Airlines and Leihōkū for Hawaiian Airlines, premium experiences that will pair lie-flat suites with dedicated check-in, concierge service, upgraded dining and access to exclusive lounges beginning in 2028.

Alaska Air Group also unveiled Premium Reserve, a new premium economy cabin offering wider seats, more legroom and upgraded amenities. It will debut in 2028 on Alaska’s Boeing 787 Dreamliners and select Boeing 737-10 MAX aircraft, as well as Hawaiian Airlines’ Airbus A330 fleet. 

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