Alaska Airlines just announced its biggest premium push yet, and 2028 is shaping up as the year it all lands. The Seattle-based carrier — now America's fifth-largest airline following its 2024 takeover of Hawaiian — is adding lie-flat seats on domestic planes for the first time, launching a true premium economy cabin, and opening a batch of new lounges in Seattle, Honolulu and San Diego.
The headline news: at least 25 of Alaska's incoming Boeing 737 MAX 10s will be configured with long-haul-style business suites up front, targeting prime transcontinental routes such as Seattle–New York. Delivery of the first MAX 10s is expected as early as 2027, though that depends on Boeing finally securing FAA certification for the type. These jets will also sport the shimmering northern-lights-inspired livery Alaska debuted on its 787s.
Those MAX 10s will carry Alaska and Hawaiian's new premium economy cabin, branded Premium Reserve: 12 recliner seats on the MAX 10, 35 on Alaska's 787s and 28 on Hawaiian's A330s. Expect domestic first-class-style seats with privacy wings, leg rests, bigger tray tables and 16-inch 4K screens, rolling out in 2028. CEO Ben Minicucci had already flagged premium economy as the missing piece as the airline expands internationally.
Up front, Alaska is branding its new business product Aurora Suites — a nod to its Alaskan roots — on both the 787 and MAX 10. Hawaiian gets its own version: all 24 of its Airbus A330s will be refitted with 22 Leihoku Suites in a 1-2-1 layout with sliding doors and direct aisle access, replacing the dated 2-2-2 cabin. Once done, roughly 40% of seats on those A330s will be premium, up from 30% today.
The lounge story is just as significant. Seattle-Tacoma gets a 41,000-square-foot, two-level complex in late 2027: an upscale Aurora Lounge with table-service dining, shower suites, an outdoor patio and wellness spaces — Alaska's answer to Delta One and United Polaris clubs — plus a 500-seat Alaska Lounge beneath it for standard members. Access to the Aurora Lounge is limited to long-haul Aurora Suites passengers, with Atmos Rewards Titanium elites welcome in any cabin on those flights.
Hawaiian opens a 13,000-square-foot lounge at Honolulu's Terminal 1 in early 2028, seating 200 guests with locally inspired food and a signature local coffee experience. San Diego gets a 14,000-square-foot Alaska Lounge in 2028, though details are still thin.
Why it matters: Alaska has long lagged rivals on premium products, especially coast to coast. If these plans hold, travellers will soon have a genuinely competitive option on transcontinental routes and a much more comfortable ride to Hawaii — and the points-and-miles crowd gains some impressive new lounges to chase. Keep an eye on 2028.
Story via The Points Guy.
