Alaska Airlines invited me to Alaska Air Group’s Investor & Media Day in Seattle yesterday and I’m so glad I went because they produced a ton of news. More importantly, much of it is great news for travelers, especially frequent fliers and those looking for a more premium experience.
Related: Trip Report: Flying Alaska Airlines First Class From LAX to Seattle
Since Alaska Air Group acquired Hawaiian Airlines in 2024, one of the biggest questions has been what would happen to the two airline brands. Executives reiterated yesterday that Alaska Airlines and Hawaiian Airlines are remaining two distinct brands. That’s important since both have long histories, unique identities and fiercely loyal customers.
What is changing is the passenger experience.
Alaska Air Group announced a huge investment in both airlines, including new lie-flat suites, a true premium economy cabin, massive new airport lounges, upgraded dining, dedicated premium check-in and significant changes to the Atmos Rewards loyalty program.
One theme executives repeatedly emphasized was elevating the premium experience from “curb to cabin.” In other words, they don’t want premium travel to begin when you sit down on the airplane.
Here are some of the biggest announcements travelers need to know about. But first, watch the promotional video below, which Alaska premiered for the press at the event.
Meet Aurora and Leihōkū
Alaska Airlines’ new flagship premium experience will be called Aurora, inspired by the airline’s Alaska and Pacific Northwest roots and the northern lights.
Hawaiian Airlines’ new premium experience will be called Leihōkū, meaning “lei of stars.”
The names are different by design. Alaska Air Group isn’t trying to turn Hawaiian into Alaska or vice versa. Instead, each airline will retain its own identity while receiving many of the same types of premium upgrades.
Alaska Airlines is putting lie-flat suites on 737s
This was one of the announcements that really caught everyone’s attention. Alaska’s Boeing 787-9 Dreamliners will eventually feature 34 lie-flat Aurora Suites while its future 787-10s will have 40.
But the bigger surprise is what’s coming to some of Alaska’s narrowbody aircraft. Beginning in 2028, at least 25 Boeing 737-10 MAX aircraft will have 12 lie-flat Aurora Suites for use on select transcontinental flights.
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.
That’s a major change for Alaska, which has traditionally offered recliner-style First Class seats on its 737s, even on long flights across the country.
The new suites will feature direct aisle access and a 19-inch 4K entertainment screen, along with Bluetooth, wireless charging, USB-C charging and AC power. The 787 version will also have privacy doors.
For passengers taking overnight transcontinental flights, being able to lie flat instead of trying to sleep in a recliner is a huge improvement.
Hawaiian’s A330s are getting completely new interiors
Hawaiian Airlines’ fleet of 24 Airbus A330s is also getting a major makeover beginning in 2028. The changes aren’t limited to First Class. Hawaiian says the aircraft will receive new interiors from the first row to the last.
At the front will be 22 Leihōkū Suites with lie-flat seats, direct aisle access and privacy doors. They’ll also have 19-inch 4K screens, Bluetooth and multiple charging options.
The entire A330 cabin will get an upgraded inflight entertainment system with 4K screens and Bluetooth connectivity.
A real premium economy cabin is coming
This is another big one. Alaska and Hawaiian are introducing Premium Reserve, a true international-style premium economy cabin. It’s important not to confuse Premium Reserve with Alaska’s existing Premium Class. Premium Class is essentially economy with additional legroom and a few extra benefits.
Premium Reserve will have an entirely different seat. Passengers will get 38 inches of pitch, a wider seat, additional recline, a leg and calf rest, a 16-inch 4K OLED entertainment screen, larger tray tables and upgraded dining and amenities.
There will be 35 Premium Reserve seats on Alaska’s 787-9 and 787-10 Dreamliners, 28 on Hawaiian’s A330s and 12 on select Alaska 737-10 MAX aircraft. The seats are expected to become available for purchase next summer before beginning to roll out in 2028.
Seattle is getting a massive new Alaska lounge
Alaska is also going big on the ground. A nearly 41,000-square-foot lounge complex is scheduled to open in Seattle’s expanded C Concourse in late 2027. Alaska says it will become Seattle’s largest airport lounge and one of the largest in the country. There will actually be two connected spaces.
A 500-seat Alaska Lounge on the main level will serve travelers who qualify under Alaska’s regular lounge access policies.
A separate 200-seat Aurora Lounge will cater to Aurora Suites passengers traveling on intercontinental flights. Amenities will include an outdoor patio with a fireplace, private work pods, a pizza oven, coffee lab, fresh pastries and multiple bars. The Aurora Lounge takes things even further with private shower suites, wellness spaces, made-to-order meals, à la carte dining and tableside service.
Hawaiian is getting a new Honolulu lounge
Hawaiian Airlines will also open a nearly 13,000-square-foot lounge at the entrance to the Mauka Concourse in Honolulu’s Terminal 1. It’s scheduled to open in early 2028 and will have approximately 200 seats.
Expect locally inspired food and drinks, a signature local coffee experience, a full-service bar, private workspaces and artwork from local artists.
Alaska is also planning a new 14,000-square-foot lounge in San Diego in 2028.
Atmos Rewards is getting some major changes
Amid all the excitement over fancy seats and lounges, Alaska also announced changes that could have an even bigger impact on frequent fliers. Starting October 1, 2026, Atmos Rewards members will be able to choose how they want to earn points and status points for travel beginning January 1, 2027. Members can choose to earn based on distance flown, the price of their ticket or the number of segments flown.
Existing members who don’t make a choice will continue earning based on distance. There are also new Atmos Communities, additional family benefits and an Atmos Rewards debit card planned for early 2027. I’ll have a separate story breaking down all of those changes because there’s a lot to unpack.
Alaska is becoming a global airline
Alaska is becoming a global airlineThe announcements make more sense when you look at Alaska’s long-term plans. Alaska Air Group says it currently serves seven intercontinental destinations and expects to grow that to at least 15 by 2030.
Long-haul flying is also expected to grow from roughly 8% of the company’s capacity today to around 15% by 2030. That helps explain the investment in lie-flat seats, premium economy, international lounges and upscale dining.
Alaska isn’t just competing for passengers flying from Seattle to California anymore. It’s increasingly competing for travelers flying between Seattle and Europe and Asia.
Bottom line
Bottom lineThere was a lot to digest at Alaska Air Group’s Investor & Media Day but my biggest takeaway was how ambitious the company has become.
Alaska Airlines is investing heavily in becoming a more global carrier while Alaska Air Group is also putting serious money into Hawaiian Airlines rather than simply absorbing its identity.
The bad news is that many of the most exciting changes won’t arrive until 2028.
But between lie-flat seats on 737s, new suites on the 787s and Hawaiian’s A330s (I do wish they upgraded them to an A350), a real premium economy cabin, huge new lounges and major Atmos Rewards changes, Alaska and Hawaiian are going to look quite different over the next few years.
