Alaska Airlines and Hawaiian Airlines unveil Aurora and Leihōkū - elevating the premium travel experience from curb to cabin
PR Newswire•29/09/2026•08:00 ET
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Key Highlights
- ➤Alaska (ALK) unveils Aurora lie-flat suites across 787 fleet and select 737-10 MAX routes
- ➤Hawaiian Airlines adds 22 enhanced Leihōkū Suites across its 24-A330 fleet
- ➤Premium Reserve debuts in 2028 across 787, A330 and select 737-10 MAX aircraft
- ➤Alaska 787-9 premium seating rises to about 46%, from 38% today
- ➤Nearly 41,000-square-foot Seattle lounge opens in late 2027
Expert Statements
Ben Minicucci, CEO of Alaska Air Group
“We believe premium is more than a seat. It's how guests feel from the moment they book their trip to the moment they arrive at the airport to when they're in the air with us.”
Ben Minicucci, CEO of Alaska Air Group
“Aurora for Alaska and Leihōkū for Hawaiian bring that vision to life in ways that feel true to the Alaska and Hawaiian brands our guests love, while raising the standard for comfort, service, dining and care throughout the journey.”
Diana Birkett Rakow, CEO of Hawaiian Airlines
“Hawaiʻi is our home and a place that leaves a lasting impression on visitors from around the world. We take deep pride in welcoming our guests with genuine hospitality and an authentically Hawaiian experience, making us preferred over any other airline brand for travel to, from and within the islands.”
Diana Birkett Rakow, CEO of Hawaiian Airlines
“These investments, part of our Kahu'ewai Hawai'i Investment Plan, help us take that to the next level to deliver a unique, elevated experience today's travelers seek while continuing to connect our guests with aloha.”
Alaska Airlines and Hawaiian Airlines unveil Aurora and Leihōkū - elevating the premium travel experience from curb to cabin PR Newswire
The introduction of Premium Reserve, new Lounges and fleetwide upgrades will also bring guests more comfort, choice and distinctly Alaska and Hawaiian experiences
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