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Alaska, Hawaiian Add Lie-Flat Premium Cabins in 2028

By Drooid · Sep 29, 2026, 6:05 PM UTC · How we work

Summary

Alaska CEO Announces Suites

Alaska Air Group CEO Ben Minicucci announced Aurora Suites and Premium Reserve cabins for Alaska and Hawaiian.
Alaska will add twelve lie-flat Aurora Suites to at least 25 Boeing 737-10 MAX jets in 2028.
Hawaiian will equip 24 Airbus A330s with 22 Leihoku Suites raising seat share to 40%.
Both airlines will launch Premium Reserve premium-economy cabins in 2028 with 38-inch pitch and 16-inch 4K screens.

Summary

Alaska Targets Coast-to-Coast

Alaska Airlines hopes the premium cabin will raise revenue per passenger in its existing trans-continental markets.
Alaska aims to compete directly with Delta and United on coast-to-coast routes using the new cabins.
The 737 MAX 10’s 3,100-nautical-mile range limits it to routes such as Seattle-Reykjavik.
Reverse-herringbone seats face windows, giving travelers more personal space than traditional herringbone designs.

History

Historical Context

When Boeing launched the 747-100 in 1970, Pan American World Airways debuted a dedicated first-class cabin that reshaped long-haul travel. The 747 seated 366 passengers, cost $24 million per aircraft, and generated a 15 percent premium-fare uplift for Pan Am. Alaska Airlines’ 2028 Aurora Suites and Premium Reserve cabins echo that strategy, aiming to match Delta and United’s upscale offerings on coast-to-coast routes. If successful, the new cabins could lift Alaska’s revenue per passenger by several dollars, reinforcing premium competition across U.S. airlines.

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Alaska CEO Announces Suites

Alaska Air Group CEO Ben Minicucci announced Aurora Suites and Premium Reserve cabins for Alaska and Hawaiian.
Alaska will add twelve lie-flat Aurora Suites to at least 25 Boeing 737-10 MAX jets in 2028.
Hawaiian will equip 24 Airbus A330s with 22 Leihoku Suites raising seat share to 40%.
Both airlines will launch Premium Reserve premium-economy cabins in 2028 with 38-inch pitch and 16-inch 4K screens.

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