Anyone who’s booked a long-haul flight lately has probably noticed that US airlines are putting their money into the front of the plane. United’s new Polaris Studio suites, which began flying on its newest Boeing 787-9s this year, are 25 percent larger than its standard business class seats and come with privacy doors, a 27-inch screen and a caviar course. American debuted its “Flagship Suite” in June 2025, which includes a lie-flat seat that converts into a lounger, and loaded more than 50 of them on its newest planes. And Delta said its revenue from premium seating grew 17 percent year over year between 2025 and 2026, which it credited mostly to having more premium seat availability.
The new suites on Alaska's 787-10 Dreamliners. Photo: Alaska Airlines
See Inside Alaska Airlines' New Luxury Class With Lie-Flat Seats
Now Alaska Airlines, long known mostly as an affordable domestic airline, wants in. Alaska Air Group, which owns both Alaska and Hawaiian Airlines, announced on September 29, 2026 that it plans to install not just premium seating, but lie-flat seats on some of the airline’s cross-country flights in 2028. It’s also planning a premium economy cabin, three new airport lounges, new chef partnerships, and new interiors for Hawaiian’s Airbus A330 fleet. The company called the package its “most significant investment in premium travel.”
Why Alaska is doing this now
A view into a premium seat on Alaska's 787-10 Dreamliners. Photo: Alaska Airlines
The new suites on Alaska's 787-10 Dreamliners. Photo: Alaska Airlines
The lie-flat beds on a new Aurora Suite. Photo: Alaska Airlines
An Aurora suite from above on Alaska's Dreamliner. Photo: Alaska Airlines
Aurora suites on the 737-10 MAX. Photo: Alaska Airlines
Aurora amenities on the 737-10 MAX. Photo: Alaska Airlines
Until recently, Alaska wasn’t an international airline at all. It was known for domestic flights around the West Coast, with nothing long-haul to Europe or Asia. However, that changed after it acquired Hawaiian Airlines in 2024 and picked up its widebody jets, allowing it to turn its Seattle hub into an international gateway. In 2025, it launched flights to Tokyo and Seoul, followed by flights to Rome, London, and Reykjavik in 2026. Seattle to Paris and Athens routes will begin in spring 2027, and it said it plan to reach at least 15 intercontinental destinations by 2030.
Flying to Europe means Alaska is now competing with carriers like United, American and Delta, all of which are competing for travelers willing to pay extra for the latest and greatest seats: the ones with plenty of space, the ones that come with a door, the ones that include access to ritzy lounges and the ability to use a VIP check-in desk. Alaska is now trying to compete with that type of product, and said it expects its focus on premium seating to represent a whopping 40 percent of the company’s total revenue by 2030. Alaska leadership said the idea began way before it absorbed Hawaiian Airlines, and one of the first actions it took after acquiring Hawaiian was to upgrade suites on those planes. This news is an extension of that, as it expands to even more planes and routes with even higher end amenities.
“The acquisition of Hawaiian Airlines did not create a new strategy. It accelerated one we had already built,” said Alaska Air Group CEO Ben Minicucci while announcing the new seat offerings.
Lie-flat seats and premium economy
The new premium reserve class on a 787-10. Photo: Alaska Airlines
The new Alaska premium reserve class on a 737-10 MAX. Photo: Alaska Airlines
The change most travelers will notice is on the plane used most often for domestic routes: the Boeing 737-10 MAX. A dozen lie-flat seats will be installed on at least 25 MAX 10 planes by 2028. The seats will be branded as “Aurora” suites, named after the state’s famous northern lights. Every suite will have direct access to an aisle, 19-inch screens, Bluetooth connectivity, wireless and USB-C charging, and high-end finishes and decor. Aurora sites on 787 Dreamliner planes will also have privacy doors. As of October 5, Alaska hasn’t announced which specific routes will get the lie-flat seats first.
Aurora passengers flying from Seattle will also get dedicated check-in and concierge services at the airport.
Alaska is also adding “Premium Reserve,” a premium economy cabin that sits below the Aurora suites but a tier above its current premium class. They’ll have 38 inches of pitch (compared to around 30 in standard economy), wider seats, a footrest, and 16-inch screens.
What else is new?
Hawiian Airlines planes will get updated Leihoku Suites with private doors. Photo: Alaska Airlines
Hawaiian’s two dozen A330s, which fly to Asia, the Pacific, and parts of North America, will be fully redesigned starting in 2028. They already have lie-flat business class called Leihōkū, meaning “lei of stars,” but they’re being upgraded and rebranded. The new suites will have privacy doors and direct aisle access. Hawaiian is also getting a premium economy cabin for the first time, which will make premium options about 40 percent of the plane total available seating.
Alaska announced it’s also upgrading the airport experience. The biggest new lounge opens at Seattle-Tacoma in late 2027, covering nearly 41,000 square feet of space, split between a 500-seat Alaska Lounge and a 200-seat Aurora Lounge for suite passengers. Smaller lounges will follow in Honolulu and San Diego in 2028. For long-haul menus in premium classes, Alaska is tapping its home city’s dining scene, bringing in two recognizable Seattle chefs: Renee Erickson for European routes and James Beard winner Brady Ishiwata Williams for Asia routes. 