Alaska Air Group unveiled what the company calls its most significant investment in premium travel, introducing two “distinct experiences” that reflect the identities of Alaska Airlines and Hawaiian Airlines. The Alaska version is called Aurora, according to an announcement, and is said to be “inspired by roots across Alaska and the Pacific Northwest and Alaska Airlines’ spirit of innovation.” The Hawaiian Airlines version is called Leihōkū, meaning “lei of stars” and is “inspired by early Polynesian navigation and wayfinding.”
As part of its broader core guest experience investments, said the announcement, the company is also introducing Premium Reserve — a new premium economy cabin that debuts in 2028 on Alaska’s 787-9, 787-10 and select 737-10 MAX aircraft, and on Hawaiian’s A330 fleet, providing guests with more room, comfort and choice on longer flights.
Ben Minicucci, CEO, said: “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.”
As guests increasingly seek elevated experiences across every type of trip, said the announcement, Alaska is bringing 34 lie-flat Aurora Suites to all widebody 787 Dreamliner flights, and — for the first time in the carrier’s history — to select transcontinental flights in first class on the 737 in 2028. Overall, the updated 787-9 will feature about 46% premium seating, up from 38% today.
There will be 12 Aurora Suites on at least 25 737-10 MAX aircraft. These aircraft will also be painted in the same Aurora livery design as the current 787 Dreamliners.
The new Aurora Suites will be Alaska’s “most elevated onboard product” and will feature, according to the announcement:
- An exclusive Aurora Suites check-in and concierge service at Alaska’s Seattle global gateway
- Access to the new Aurora Lounge in Seattle
- Some of the industry’s most spacious suites, with a fully lie-flat bed, privacy doors on the 787s, direct aisle access and convenient storage
- Suites that include a 19-inch 4K entertainment screen, Bluetooth connectivity, wireless and USB-C charging and AC power
- New premium materials, including softer, more breathable Ultraleather upholstery
- Restaurant-quality dining and amenities that extend the Aurora experience onboard through a curated chef program and on-demand dining
- Lightning-fast Starlink Wi-Fi for Atmos Rewards members, complimentary through T-Mobile
