Alaska, Hawaiian Unveil Aurora, Leihōkū Suites and New Lounges

Alaska Air Group said it is rebuilding its premium travel experience from the ground up, unveiling new suite brands, a new economy-plus cabin and lounge complexes that the carrier says will be among the largest in the country. The centerpiece is Aurora, Alaska's new name for its long-haul business class, and Leihōkū, the equivalent product debuting on Hawaiian Airlines' Airbus A330 fleet.

Alaska's 787-9s already fly 34 lie-flat suites with direct aisle access and privacy doors; those will now carry the Aurora name. The bigger shift comes on 737 MAX 10 jets, where Alaska is breaking from its own history and installing flat-bed seats on a narrowbody for the first time. One Mile at a Time reported the airline plans at least 25 of its 168 MAX 10s on order in a special three-cabin configuration, with 12 Aurora Suites arranged in reverse herringbone, 1-1 seating across six rows — a notable move given herringbone seating has so far been reserved for widebody cabins at other carriers. Alaska has not named the seating manufacturer.

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A four-cabin lineup lands on long-haul jets

Alongside the suites, Alaska is introducing Premium Reserve, a genuine premium-economy product distinct from its existing Premium Class extra-legroom seating. Premium Reserve seats will offer 38 inches of pitch, a wider seat, deeper recline and a leg and calf rest, paired with a 16-inch 4K OLED screen, Bluetooth connectivity, AC power and USB-C charging, according to Alaska. The cabin will appear on Alaska's 787-9 and 787-10 aircraft, Hawaiian's A330s and the specially configured MAX 10s, giving those planes four cabins in total: lie-flat suites, Premium Reserve, Premium Class and Main Cabin.

Hawaiian's overhaul is the most extensive change to its 24 A330s, which will get new interiors throughout starting in 2028, according to Live and Let's Fly. Premium seating will grow from roughly 30% to about 40% of the cabin. On Alaska's 787-9, adding Premium Reserve pushes the premium-seat share from about 38% to 46%. Seats go on sale next summer, but the timeline carries some uncertainty: Alaska has yet to take delivery of any MAX 10, and the FAA delayed certification of the type again this week over a software issue, according to Live and Let's Fly. Alaska's 787 and Hawaiian's A330 plans don't depend on that certification, but the transcontinental MAX 10 rollout does.

Seattle gets a two-level, 41,000-square-foot lounge

Alaska is also building what it calls its biggest, most premium lounge to date inside Seattle-Tacoma's expanded Concourse C, opening in late 2027. The roughly 41,000-square-foot complex will hold about 700 seats across two levels: a 500-seat Alaska Lounge on the main floor for Alaska Lounge members, day-pass guests and eligible first-class passengers, and a 200-seat Aurora Lounge upstairs reserved for international long-haul travelers, including business-class passengers and Atmos Rewards Titanium members, according to One Mile at a Time. It remains unclear whether the Aurora Lounge will also admit oneworld long-haul premium passengers under standard alliance rules.

The Aurora Lounge will include showers, wellness space and made-to-order dining, while the broader complex adds work pods, an outdoor patio with a fireplace, a coffee lab and three bar areas, plus views of the Olympic Mountains. Alaska plans dedicated check-in and concierge service for Aurora Suites passengers at Seattle. Notably, Alaska's language ties Aurora Lounge access to intercontinental flights, not the new transcontinental MAX 10 suites — a detail Live and Let's Fly flagged as still unsettled. Hawaiian, meanwhile, will open a nearly 13,000-square-foot lounge near the Mauka Concourse entrance in Honolulu in early 2028. Alaska is also planning a lounge in San Diego, though fewer details have been released. Route assignments for the premium MAX 10 fleet have not yet been announced.