Alaska Airlines is investing in its First Class experience with West Coast-inspired upgrades.

The airlines has introduced a new First Class menu, along with product extras to be introduced throughout 2018. The new menu features fresh, local ingredients paired with seasonal favourites.

“We’re always looking to create warm, welcoming experiences for our guests,” said Andrew Harrison, executive vice president and chief commercial officer of Alaska Airlines. “By drawing inspiration from both Alaska and Virgin America, we’re building a premium experience that offers a signature West Coast vibe, great value, and genuine caring service. This is all part of creating an airline people love.”

In the months ahead, First Class flyers across all fleet types will be able to enjoy seasonal menus, local West Coast treats, wine, brews and speciality beverages from West Coast wineries and microbreweries, and a refreshed dining concept- due to be launched later this year – with a focus on meeting individual preferences around rest, relaxation and productivity.

Meals can be reserved on the Alaska app before travel on many of the airline’s longest flights.

New products will include a new quilted throw to be rolled out during spring, and larger entertainment tablets to arrive later this year.

To complement the new menus, passengers can dine on one-of-a-kind Schönwald serving pieces inspired by Virgin America.

Refreshed cabin interiors will debut in autumn with nearly half the mainline fleet retrofitted by the end of 2019. Passengers can recline with a footrest, tablet holder, increased cushioning and new design details.

The airline is also soon to be unveiling upgrades at John F. Kennedy International Airport in New York and at Seattle-Tacoma International Airport. The JFK Lounge opens in April and a new flagship 15,000 sq.ft. Seattle lounge is scheduled to open in 2019.

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