Alaska Airlines is making a serious move for travelers willing to spend more for comfort. The carrier has announced Aurora Suites and Premium Reserve as part of what it calls its biggest investment in premium travel.
The upgrades will begin arriving in 2028 across Boeing 787 Dreamliners and selected Boeing 737-10 MAX aircraft. Hawaiian Airlines, now part of Alaska Air Group, will also receive a major cabin overhaul across its Airbus A330 fleet.
The September 29 announcement gives Alaska something it has been missing as it expands deeper into international travel. Instead of simply adding longer routes, the airline is building cabins designed to compete for passengers who expect flat beds, privacy, and better service.
Aurora will become Alaska Airlines’ top cabin experience. Premium Reserve will sit below it as a new premium economy product, giving passengers more space without requiring them to pay for a lie-flat suite.
Aurora Suites Bring Lie-Flat Beds to Alaska’s 787s and 737s
The 787 suites will provide direct aisle access and fully lie-flat beds. Privacy doors will give passengers their own enclosed space, an increasingly common feature among major airlines competing for long-haul business travelers.
Technology gets plenty of attention inside the new suites. Each seat will feature a 19-inch 4K entertainment screen, Bluetooth connectivity, wireless charging, USB-C charging, and an AC power outlet.
Alaska is also using softer and more breathable Ultraleather upholstery. Convenient storage and upgraded materials are meant to make the space feel closer to an international business class suite than the airline’s traditional domestic First Class product. The 787-9 will become much more premium-heavy after the redesign. Alaska says about 46% of the aircraft’s seats will fall into premium categories, compared with roughly 38% today.
However, the bigger surprise comes aboard the Boeing 737-10 MAX. Alaska plans to install 12 Aurora Suites on at least 25 of the narrowbody jets, bringing fully lie-flat seating to selected transcontinental flights. Those aircraft will use a 1-1 Aurora layout, giving each passenger individual space. Alaska says the suites will operate as First Class on selected transcontinental services when the product begins rolling out in 2028.
Premium Reserve Creates a New Middle Ground
Not every passenger wants to pay business class prices just to get more room. Premium Reserve aims directly at travelers who want something noticeably better than economy without jumping all the way to Aurora Suites. The new cabin will feature 38 inches of seat pitch and wider seats than standard economy. Passengers will also get deeper recline, leg rests and calf rests, which should make longer flights considerably more comfortable.
Each Premium Reserve seat will include a 16-inch 4K OLED entertainment screen. Bluetooth connectivity, USB-C charging and AC power will also come standard, reducing the usual scramble for power on a long flight. Larger tray tables and extra storage will add some practical improvements.
Alaska also promises upgraded dining, amenities and more premium materials to separate the cabin from its existing Premium Class seats.
Alaska Is Taking Its Premium Push Beyond the Aircraft
Aurora starts before passengers board the plane. Alaska plans dedicated check-in and concierge services at its Seattle hub for Aurora Suites customers, giving its highest-paying passengers a more controlled airport experience. Passengers will also gain access to a dedicated space inside Alaska’s huge new Seattle lounge. The flagship lounge is planned at roughly 41,000 square feet and is expected to open in late 2027.
The Boeing 787-9 and future 787-10 will each carry 35 Premium Reserve seats. Selected Boeing 737-10 MAX aircraft will receive 12 seats in the new cabin. Hawaiian Airlines’ Airbus A330s will get 28 Premium Reserve seats as part of their own extensive redesign. Those aircraft will also receive 22 upgraded Leihōkū lie-flat suites at the front of the cabin.
