I was in Seattle yesterday for Alaska Air Group’s Investor & Media Day and of all the announcements executives made, one really jumped out at me: Alaska Airlines is finally putting lie-flat seats on some of its Boeing 737s. That’s a big deal for anyone who has flown Alaska Airlines across the country, particularly on a red-eye. Related: Here’s my 2023 Newark to LAX trip report.
Alaska has traditionally used recliner-style First Class seats on its narrowbody aircraft. They’re comfortable, especially compared to economy, but they’re no substitute for a bed when you’re trying to sleep on an overnight flight from the West Coast to the East Coast. That’s going to change big time.
Alaska’s new Aurora Suites
Alaska’s new premium experience is called Aurora and its centerpiece will be the Aurora Suite. The product will appear on Alaska’s Boeing 787 Dreamliners as well as at least 25 future Boeing 737-10 MAX aircraft.
The 787-9 will eventually have 34 Aurora Suites while future 787-10s will have 40. The updated 787-9 will have roughly 46% of its seats dedicated to premium cabins, up from 38% today. Each Aurora Suite will have a fully lie-flat bed, direct aisle access and convenient storage. On the 787s, the suites will also have privacy doors.
Technology is getting a significant upgrade too. Each suite will include a 19-inch 4K entertainment screen, Bluetooth connectivity, wireless charging, USB-C charging and AC power. The airline is also promising softer, more breathable Ultraleather upholstery and upgraded bedding and amenities.
Lie-flat seats on a Boeing 737
For me, this is where things get particularly interesting. Alaska says at least 25 Boeing 737-10 MAX aircraft will have 12 Aurora Suites each. They’re expected to begin flying select transcontinental routes in 2028.
Alaska hasn’t officially announced the routes yet, but executives did say they’ll fly between the West Coast and New York City. Alaska currently flies to both JFK and Newark from multiple West Coast cities, so there are plenty of possibilities. So we could potentially see them flying from SEA, PDX, SFO, LAX and SAN to JFK and/or EWR.
These aircraft will also stand out on the ramp since Alaska says they’ll be painted in the same northern lights-inspired Aurora livery as its Dreamliners.
For Alaska’s frequent fliers, the significance is pretty epic. A First Class seat from Seattle or Los Angeles to the East Coast is nice. A bed is much nicer, particularly when you’re taking a red-eye and going straight to a meeting the next morning.
Alaska is also introducing Premium Reserve
The lie-flat suites weren’t the only big seat announcement. Alaska Air Group is creating a brand-new cabin called Premium Reserve for both Alaska Airlines and Hawaiian Airlines. Think of it as international premium economy. And no, this isn’t just Alaska’s existing Premium Class with a new name.
Alaska Premium Class is still part of the economy cabin and primarily gives passengers more legroom and additional benefits. Premium Reserve will be an entirely different seat and cabin positioned between the lie-flat suites and Premium Class. Seats will have 38 inches of pitch and will be wider than a traditional economy seat.
They’ll also offer greater recline plus a leg and calf rest. Other features include large tray tables, additional storage pockets, a 16-inch 4K OLED entertainment screen, Bluetooth connectivity, AC power and USB-C charging at every seat. Passengers will also get upgraded meals and amenities.
How many Premium Reserve seats will there be?
Alaska Air Group says its aircraft will be configured with:
787-9 and 787-10: 35 Premium Reserve seats
Hawaiian A330: 28 Premium Reserve seats
Select 737-10 MAX: 12 Premium Reserve seats
Premium Reserve is expected to go on sale next summer with the new cabins beginning to roll out in 2028.
Once the changes are complete, the applicable Alaska and Hawaiian aircraft will essentially have four cabin choices: Aurora or Leihōkū Suites, Premium Reserve, Premium Class and Main Cabin.
I think that’s smart because there’s a huge gap between an economy seat and a lie-flat business class suite, both in terms of comfort and price.
Premium economy has become my sweet spot on some long flights when business class is prohibitively expensive.
Hawaiian Airlines is getting the same concept
Hawaiian Airlines is getting the same conceptHawaiian Airlines will also receive a major premium upgrade. Its 24 Airbus A330s will receive completely redesigned interiors beginning in 2028. At the front will be 22 new Leihōkū Suites, Hawaiian’s version of the lie-flat premium product.
They’ll have direct aisle access, privacy doors, 19-inch 4K screens, Bluetooth, wireless charging, USB-C charging and AC power.
The aircraft will also get the aforementioned 28-seat Premium Reserve cabin. Hawaiian’s entire A330 interior will be updated, including new inflight entertainment with 4K screens and Bluetooth.
It’s not just about the seat
One point Alaska executives repeatedly made at Media Day was that premium travel needs to extend beyond the airplane seat. Aurora Suites passengers traveling through Seattle will eventually have dedicated check-in and concierge service as well as access to a new Aurora Lounge.
Onboard, Alaska is partnering with Seattle chefs Renee Erickson and Brady Ishiwata Williams.
Erickson will create menus for Alaska’s European routes while Williams will work on flights to Asia.
The airline is also planning an international wine program and a welcome service featuring a cheese and charcuterie board inspired by Alaska’s popular Signature Fruit & Cheese Platter.
Why Alaska is investing so much in premium cabins
Alaska Airlines is changing. It’s no longer just a predominantly West Coast airline flying 737s around North America. The airline is turning Seattle into a global gateway and expects to serve at least 15 long-haul intercontinental destinations by 2030. That means Alaska needs to compete for international premium passengers against airlines with excellent business class and premium economy products.
Putting lie-flat suites on its Dreamliners is an obvious part of that strategy. Putting them on 737s flying across the country shows that Alaska sees a premium opportunity domestically too.
Bottom line
I’ve flown countless transcontinental flights over the years and there’s a huge difference between spending five or six hours in a recliner and being able to turn your seat into a bed. That’s why the 737 announcement may be one of the most meaningful changes Alaska revealed yesterday.
Add in a real premium economy product and Alaska will soon offer travelers much more choice than it does today. Unfortunately, we’ll have to wait until 2028 to start seeing these seats. But when they arrive, Alaska’s premium cabins are going to look very different.
