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Alaska Air Group is making its “largest-ever” 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 combine sleeper suites with dedicated check-in, concierge service, enhanced restaurants and access to exclusive lounges starting 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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A rendering shows an Aurora elongated suite converted to bed mode.
The announcement comes as airlines increasingly compete to attract high-spending travelers by investing in premium cabins, airport lounges and improved on-board service.
“We believe premium is more than a seat,” Alaska Air Group CEO Ben Minicucci said in a statement. “This is what customers feel from the moment they book their trip to the moment they arrive at the airport to the moment they are in the air with us.”
| Teleprinter | Security | Last | Change | Change % |
|---|---|---|---|---|
| ALK | ALASKA AERIAL GROUP INC. | 39.93 | +0.23 | +0.58% |
On Alaska’s international fleet of Boeing 787 Dreamliners, Aurora will offer sleeper suites with private doors, restaurant-quality dining, direct aisle access, Starlink Wi-Fi and dedicated concierge service, as well as access to a new Aurora Lounge in Seattle.
Aurora will also debut on select Boeing 737-10 MAX transcontinental flights in 2028.
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A rendering shows a premium Leihōkū suite.
Leihōkū, meaning “lei of the stars,” will be deployed on Hawaiian Airlines’ fleet of 24 Airbus A330s.
The experience will feature redesigned sleeper suites with private doors, refreshed cabin interiors, island-inspired cuisine, dedicated check-in and concierge service and access to a nearly 13,000 square foot lounge in Honolulu.
Premium Reserve will feature wider seats with 38 inches of recline, enhanced recline, leg and calf rests, upgraded meals and 16-inch 4K entertainment screens on both airlines’ long-haul fleets.
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A rendering shows the interior of Hawaiian Airlines’ planned lounge at Honolulu Daniel K. Inouye International Airport.
The premium effort extends beyond the plane as Alaska Air Group expands its lounge network.
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The nearly 41,000-square-foot flagship Alaska Lounge and Aurora Lounge are expected to open at Seattle-Tacoma International Airport in late 2027.
A nearly 13,000-square-foot Hawaiian lounge in Honolulu is expected to follow in early 2028, and a 14,000-square-foot Alaska lounge in San Diego is planned for later in the year.
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