Alaska Air Group rolls out new Premium Reserve cabin and upgraded business suites

Alaska Air Group, the parent of Alaska Airlines and Hawaiian Airlines, unveiled a new Premium Reserve premium-economy cabin and a refresh of its lie-flat business-class suites as part of its Alaska Accelerate strategy. Premium Reserve offers 38-inch seat pitch, wider recline, leg and calf rests, a 16-inch Bluetooth-enabled screen, USB-C ports and upgraded dining, and will appear on Alaska 787s, select 737 Max 10s and Hawaiian A330s beginning in 2028.

The business-class products - Aurora Suites for Alaska and Leihōkū Suites for Hawaiian - now feature upgraded upholstery, sliding doors, larger screens and hotel-quality bedding, with Aurora Suites also slated for future 737 Max 10s on transcontinental routes. Ticket prices for a Seattle-Tokyo business round-trip are about $6,500, while Seattle-London fares sit near $5,300, roughly five times basic-economy rates. The move positions Alaska to compete with legacy carriers by expanding its international footprint from Seattle and targeting high-spending travelers in the post-COVID premium market.