Alaska Air Group has unveiled Aurora and Leihōkū, two flagship premium cabin brands for Alaska Airlines and Hawaiian Airlines, as part of its biggest investment in premium travel to date. The new products will roll out from 2028, with Aurora set for Alaska’s 787 fleet and select Boeing 737-10 MAX transcontinental flights, while Leihōkū will be fitted to Hawaiian’s Airbus A330s.
The programme is designed to expand premium seating and sharpen the airlines’ market position across transcontinental US routes and long-haul flying to and from Hawai‘i. Aurora will introduce lie-flat suites, dedicated check-in, a Seattle lounge and chef-led dining, extending premium service beyond the widebody 787 operation to narrowbody domestic flying for the first time in Alaska’s history. Leihōkū will bring redesigned lie-flat suites, dedicated check-in, island-inspired cuisine and refreshed A330 interiors across Hawaiian’s widebody network.
The combined plan also includes a new Premium Reserve cabin and lounge investment, reflecting a broader premium and loyalty strategy across the merged platform. Alaska plans 34 Aurora Suites across its 787 fleet and 12 suites on at least 25 737-10 MAX aircraft, while Hawaiian’s A330s will receive 22 Leihōkū Suites each, raising premium seating on those aircraft to about 40% from 30% today.
The announcement came in Seattle during the carrier’s Investor Day and carries major implications for operations at Seattle-Tacoma International Airport and Honolulu. Related lounge projects are due in late 2027 and early 2028, including a new Honolulu lounge of about 13,000 square feet and a Seattle premium lounge tied to the Aurora product.