Alaska Air Group Unveils New Premium Class with Lie-Flat Seats

Alaska Air Group is stepping up its game to attract high-end travelers by introducing a new premium class and lie-flat seats on some of its aircraft. The company, which includes Alaska Airlines, Hawaiian Airlines, Horizon Air, and McGee Air Services, unveiled plans for a four-class cabin configuration that will include a new premium reserve class.

The new premium reserve seats will offer passengers 38 inches of pitch, a wider seat than traditional economy, and a 16-inch entertainment screen. These seats will be available on the Boeing 787s, Airbus A330s, and some narrow-body 737 MAX 10 aircraft starting in 2028.

In addition to the new premium reserve class, Alaska is also introducing fully lie-flat seating, direct aisle access, and a 19-inch entertainment screen on its Aurora Suites. These suites will be available on some of its widebody fleet, including the Boeing 787s, which will have 34 suites increasing the plane's premium seating from 38% to 46% of the cabin.

Alaska is not alone in its efforts to tap into the premium market, as other airlines such as Delta Air Lines and United Airlines are also seeing growth in premium revenue. The company's Chief Commercial Officer, Andrew Harrison, said that 'we're bringing all the products to bear' to move to the next generation of growth.