Alaska Air Group has announced a major expansion of its premium travel offering, introducing two new flagship premium experiences for Alaska Airlines and Hawaiian Airlines, alongside a new premium economy cabin that will debut from 2028.
The airline group’s new premium concepts are designed to reflect the distinct identities of its two carriers. Aurora, created for Alaska Airlines, draws inspiration from Alaska and the Pacific Northwest, while Leihōkū, meaning “lei of stars”, reflects Hawaiian Airlines’ heritage and the traditions of Polynesian navigation.
The initiative forms part of a broader investment in the customer experience spanning airport services, onboard products and lounge facilities.
A new Premium Reserve cabin will launch in 2028 on Alaska Airlines’ Boeing 787-9, 787-10 and selected Boeing 737-10 aircraft, as well as Hawaiian Airlines’ Airbus A330 fleet. The new premium economy product will offer additional space, comfort and travel options on longer routes.
Ben Minicucci, CEO of Alaska Air Group, 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.”
Dining will play a central role in the Aurora experience, highlighting Alaska Airlines’ Pacific Northwest identity. The airline has partnered with Seattle chefs Renee Erickson and Brady Ishiwata Williams to develop menus for international routes.
Erickson will create menus for Alaska’s European network, including London and Rome, and planned services to Athens and Paris from spring 2027. Williams will oversee culinary offerings on Alaska’s Asia-bound flights from Seattle.
International passengers will also receive an enhanced welcome service featuring a cheese and charcuterie board inspired by Alaska’s Signature Fruit & Cheese Platter, while a new international wine programme will be introduced across the network.
On the ground, Alaska Air Group plans to continue expanding its lounge portfolio across Seattle and Honolulu. The company also confirmed plans for a new 14,000-square-foot Alaska Lounge at San Diego International Airport, scheduled to open in 2028.
The announcements represent one of the largest premium-travel investments undertaken by Alaska Air Group as it continues integrating and developing the Alaska Airlines and Hawaiian Airlines brands.
