Alaska Air Group has unveiled plans for elevated business-class experiences, a new premium economy class, new lounges and an expanded Atmos Rewards loyalty program, the company announced Tuesday at its investor day in Seattle.
The changes are part of the second phase of its Alaska Accelerate strategic plan, which launched in December 2024.
The company detailed two flagship experiences for its two main brands: Aurora for Alaska Airlines and Leihōkū for Hawaiian Airlines.
The Aurora and Leihōkū Experiences
Alaska in 2028 will introduce 34 lie-flat Aurora suites on widebody Boeing 787 Dreamliner aircraft. The updated Boeing 787-9 will have about 46 percent premium seating, up from 38 percent today. There also will be 12 Aurora Suites on at least 25 Boeing 737 Max 10 aircraft serving select transcontinental routes.
Also beginning in 2028, Hawaiian's fleet of 24 Airbus A330 widebody aircraft will receive new interiors throughout the plane, including 22 enhanced lie-flat Leihōkū Suites for guests on international business-class and domestic first-class flights. The fleet serves destinations in Asia, Oceania and select North American routes. The fleet will feature about 40 percent premium seating, up from 30 percent today, according to Alaska.
The experiences will include exclusive check-in and concierge service in Seattle for Aurora customers and in Seattle and Honolulu for Leihōkū customers. There also will be privacy doors and direct aisle access, 19-inch 4K entertainment screens, Bluetooth connectivity, wireless and USB-C charging and AC power and complimentary Starlink Wi-Fi for Atmos Rewards members. Aurora customers also will have access to the new Aurora Lounge in Seattle.
Premium Reserve
The new Premium Reserve cabin will become available for purchase in summer 2027 for flights beginning in 2028 on Alaska and Hawaiian fleets, according to the company. The addition will complete the four-cabin configuration: Aurora Suites or Leihōkū Suites, Premium Reserve, Premium Class and Main cabin.
The cabin will include 35 seats on Boeing 787-9 and 787-10 aircraft, with 28 seats on the Airbus A330 and 12 on the Boeing 737 Max 10. Each seat will have 38 inches of pitch, enhanced recline and leg and calf rests, storage pockets, large tray tables, a 16-inch 4K OLED entertainment screen with Bluetooth connectivity, multiple charging options at every seat including AC power and USB-C charging, and an "upgraded dining experience and amenities."
New Lounges
A combined 41,000-sq.-ft. space for new Alaska and Aurora lounges will open in Seattle in late 2027 in the newly expanded C Concourse, according to the company. The Alaska Lounge will seat 500 on the main level; the Aurora lounge will seat 200 for Aurora Suites guests traveling on intercontinental flights.
The space also will include an outdoor patio and fireplace, private work pods, locally sourced food and beverages, and three premium bar areas across two floors. The Aurora lounge also will feature private shower suites, wellness spaces, chef-prepared made-to-order meals, a la carte dining and tableside service.
Hawaiian in early 2028 is on track to open a nearly 13,000-sq.-ft. lounge at the entrance of the Mauka Concourse in Terminal 1 in Honolulu, according to the company. The lounge will accommodate up to 200 guests, including those traveling in the new Leihōkū Suites. There also will be locally inspired food and beverages, a signature coffee experience, a full-service bar and private workspaces.
In addition, a new 14,000-sq.-ft. Alaska Lounge will open in 2028 in San Diego.
Expanded Atmos Rewards
Beginning Oct. 1, 2026, Atmos Rewards members will be able to choose how they earn points and status on flights departing on or after Jan. 1, 2027. The options will include distance traveled, price paid or segments flown.
For distance traveled, one mile flown will equal one point earned. For each dollar spent, members will earn five points, excluding taxes and fees. And each segment flown will equal 500 points earned.
Selecting an earning method is optional. Current members who do not select will continue to earn based on distance traveled, while new members who join on or after Jan. 1 will default to earnings based on price paid. Members can change their earnings choice once per calendar year for future travel, according to the company.
Also on Oct. 1, Atmos Rewards will expand from two resident-focused communities to six, connecting members to offers and benefits based on how they travel, where they live and what they enjoy. Benefit options include free bags, exclusive flight deals, bonus-point challenges, partner offers and 20 percent off select Atmos Rewards Unlocked experiences.
Beginning Nov. 2, Platinum and Titanium tier members will receive additional benefits, with the ability to bring eligible children and one companion into Premium Class on a complimentary basis when space is available.
Growing Corporate Base
Alaska said its changes including adding international routes and expanding premium products are fueling an increase in corporate demand.
"Every destination we add makes our network more relevant, strengthens Atmos rewards, improves partner connectivity and further increases the value of Seattle as a global hub," Alaska chief commercial officer Andrew Harrison said. "With the launch of five intercontinental markets in the last 16 months, we are already seeing evidence that our strategy is working. Focusing on our long-haul service, our managed corporate share is more than two points above [our] fair market share [in Seattle]. ... Additionally, half of our intercontinental guests are Atmos members."
Harrison added that Portland, Ore., is a critical hub in the broader system. "Portland is a substantial local market in its own right. It is the eighth-largest market on the West Coast and the top 25 metro economy with a globally relevant corporate base," he said. "With additional [service] coming on this fall, we have meaningful room to add flying while international remains largely untapped."
As for San Diego, where Alaska has significantly expanded its network, "we now have above-fair-market revenue share with managed corporate accounts up nearly five points from 20 percent to 25 percent," Harrison said. "We build out the network that earns us more relevance with corporate customers and more engagement from our loyalty base, and that demand is what makes the economics of these routes better over time, which then allows us to continue to grow."
The overall West Coast "is one of the largest and most economically productive regions in the world, home to companies like Amazon, Microsoft, Google and Boeing, and a deep pool of premium leisure and managed business demand," Harrison noted. "What we're doing now is making sure we have the right product for every trip they take. One of the last meaningful gaps in our West Coast franchise has been premium transcontinental service, and today we are closing that gap."