Alaska Airlines and Hawaiian Airlines have unveiled new premium cabin concepts as part of their plans to enhance the onboard experience across their combined network. The airlines have introduced Aurora and Leihōkū, two new premium cabin concepts aimed at providing passengers with a more refined, comfortable, and distinctive travel experience.
The new concepts form part of a broader cabin strategy following the integration of Alaska Airlines and Hawaiian Airlines, with the companies seeking to offer travelers greater choice across their network while maintaining the individual identities of both brands.
New Premium Reserve Product to Launch in 2028
Alongside Aurora and Leihōkū, the airlines are introducing Premium Reserve, a new Premium Economy product scheduled to enter service in 2028. Premium Reserve will provide an additional cabin option for passengers looking for more comfort and enhanced services without moving directly into the airlines’ highest-end premium cabins. The product is expected to create a clearer distinction between standard economy seating and premium cabin offerings, particularly for travelers flying on longer routes.
Initial Rollout Across Boeing and Airbus Fleets
Premium Reserve will initially be introduced on selected aircraft across both airlines’ fleets. At Alaska Airlines, the new product is planned for the Boeing 787-9, Boeing 787-10, and select Boeing 737-10 MAX aircraft. At Hawaiian Airlines, Premium Reserve will initially be available on its Airbus A330 fleet. The selected aircraft include wide-body jets used on longer-distance services, giving passengers additional premium seating options on routes where demand for enhanced comfort is strong.
Greater Choice for Premium Travelers
The introduction of Premium Reserve is designed to give passengers another option between regular economy and the airline’s more premium cabin products. The additional cabin is expected to appeal to travelers who want more space, comfort, and premium amenities but may not require or want to pay for the full range of services offered in the highest premium cabins. The strategy also reflects changing passenger expectations, as airlines increasingly develop multiple cabin products to serve different travel preferences and price points.
Building a New Onboard Experience
Aurora, Leihōkū and Premium Reserve are part of Alaska and Hawaiian’s broader efforts to develop a more differentiated onboard experience across their combined network. The new premium concepts are intended to provide passengers with greater choice while strengthening the airlines’ respective brands. The approach also allows the carriers to introduce upgraded products across different aircraft types and markets.
The planned rollout of Premium Reserve from 2028 will mark another stage in the airlines’ cabin modernization strategy. As the new products are introduced, passengers will have more options to select the level of comfort and premium service that best suits their journey. airline’sWith Aurora and Leihōkū establishing new premium cabin concepts and Premium Reserve adding a dedicated Premium Economy option, Alaska and Hawaiian are positioning cabin innovation as an important part of their next-generation passenger experience.
