It’s a fascinating time for Alaska Air Group, given the company’s acquisition of Hawaiian Airlines. Along those lines, an interesting development has just been revealed about the company’s Boeing 787-9 fleet. Separately, I’ll cover how the airline has also announced new routes from Seattle (SEA) to London (LHR) and Keflavik (KEF).
In this post:
Alaska unveils new Boeing 787 look for global experience
With Alaska Airlines and Hawaiian Airlines now being part of the same company, we know that the two brands will maintain their distinct identities. When it comes to wide body aircraft, the plan is for all Boeing 787-9s to fly under Alaska’s branding, while all Airbus A330-200s will continue to fly under Hawaiian’s branding.
The company has announced that all Boeing 787-9s will soon be repainted in an updated Alaska livery, described as the first phrase of a new global experience for long haul flying. Alaska is of course trying to turn Seattle into a global gateway, with the hope of having 12 long haul routes by 2030. The airline has 17 Dreamliners on order, to fuel that growth.
The new livery is described as an evolution of the Alaska brand, where the Alaska name remains, but with an all-new look and feel. The plan is for this new livery to debut as of January 2026, and by the spring of 2026, all Dreamliners will feature the new design.
The new 787-9 exterior design draws inspiration from the natural wonder of the Aurora Borealis (the Northern Lights), which “captivates global audiences, and it’s an experience that’s well known across the state of Alaska.” Here’s how Alaska describes some key elements of the new design:
- “A palette of deep midnight blues and lush emerald greens channels the aurora’s energy and spirit into our brand”
- “Flowing aura lines – seen in our current core livery and premium cabins – guide the design with light, motion and flow”
- “We also looked to our heritage, incorporating thoughtful details like an eye-catching horizontal stripe along the fuselage – a contemporary nod to our classic liveries of the 70s and 80s that bridges our past to our future”
These Dreamliners feature very nice interiors, though I’m curious to see how they’re updated, to maybe have more of an Alaska feel rather than a Hawaiian feel. Alaska and Hawaiian are working toward being on a single operating certificate, and work groups haven’t yet been integrated, so there’s no denying that there’s still a bit of confusion when it comes to the whole operation’s branding.
Here’s how Andrew Harrison, Alaska’s Chief Customer Officer, describes these updates:
“Our new 787 exterior embodies Alaska’s transition to a global airline with beauty, grace and a nod to our heritage. As we significantly expand to new destinations around the globe, we’re eager for more and more travelers to recognize our new livery as being Alaska Airlines and appreciate the outstanding service we’ve long been known for.”
How Alaska Air Group’s overall branding will evolve
As mentioned above, Alaska Air Group’s long term plan is for all Boeing 787-9s to be based in Seattle, and all Airbus A330-200s to be based in Honolulu (HNL), so you can expect the branding of aircraft to reflect that.
Interestingly, Alaska isn’t updating its livery on all aircraft. The above livery will be specific to the Dreamliners. Alaska’s narrow body aircraft will continue to feature the Alaska Native design, while Hawaiian’s aircraft will continue to feature the Pualani design.
Bottom line
Alaska Airlines is introducing a new livery for its Boeing 787-9s, which in the long run, will all be operating long haul flights out of Seattle. The new livery looks fantastic, if you ask me, and it’s cool to finally get more of a sense of Alaska’s long term fleet and branding strategy.
Expect 787s to all be based in Seattle, while A330s will all be based in Honolulu. It should be an exciting several years for Alaska Air Group.
What do you make of Alaska’s new Dreamliner livery?
Aurora livery. Too generic. Sure it looks OK. Would I ride it? Sure. Do I prefer Chester? Well I like Chester
Finally we know what the plan is. I think reigning in Hawaiian and keeping it Honolulu centric, concentrate on interisland and it's money making core Asia Pacific long haul while not duplicating what could easily be done with a Seattle connection. Hawaiian was on the verge of bankruptcy by making two decades of bad business decisions, the last of which was ordering ultra long haul aircraft, 787-9 for what was going to be mostly medium...
Finally we know what the plan is. I think reigning in Hawaiian and keeping it Honolulu centric, concentrate on interisland and it's money making core Asia Pacific long haul while not duplicating what could easily be done with a Seattle connection. Hawaiian was on the verge of bankruptcy by making two decades of bad business decisions, the last of which was ordering ultra long haul aircraft, 787-9 for what was going to be mostly medium haul flying when they already had a fleet of under utilized A330s that needed refurbishing but were no where near the end of their service life.
As for the new Alaska colors for the 787, they are very pretty. Good choice to keep Chester on the 737 and go international with a new look. Nobody knows who or even what Chester is and I'm taking about most people who live in Alaska. Chester does have meaning but it has faded, I'll admit I have to stop and think..... Now, who was chester again?? And I'll tell you, nobody outside of Alaska even knows what that is on the tail so I'm not sure how "iconic" it is anymore.
There won't be any widebody swapping between the Alaska and Hawaiian brands even when they are under one certificate. The A330 and 787 will have crews and bases 2,700 miles from each other and the configuration of those planes will be pretty different to allow swapping, I'm sure that isn't in the cards. There would never be an A330 available to swap for a 787 and vice versa unless I suppose it was on a longer term, pre planned basis.
They should've changed the name too. It doesn't make any sense to build an international hub in Seattle but call yourself Alaskan. I appreciate the origin of the name bur your average passenger won't. Alaskan may have strong brand awareness in the US but they don't in Asia, Europe or Australia.
It's like setting up at airline in Miami called Canada Airlines
Alaska the place probably has almost as much mystique as a destination as the most iconic of American destinations like Las Vegas, LA... The top places foreigners visit (use to visit). If you travel at all you would know this. Europeans are all very aware of or have already been to Alaska, it is a huge destination and European and Japanese visitors drive the winter tourist business in Alaska. Alaska has been based in Seattle...
Alaska the place probably has almost as much mystique as a destination as the most iconic of American destinations like Las Vegas, LA... The top places foreigners visit (use to visit). If you travel at all you would know this. Europeans are all very aware of or have already been to Alaska, it is a huge destination and European and Japanese visitors drive the winter tourist business in Alaska. Alaska has been based in Seattle since the early 1960s but of course started in Alaska as the merging of a number of smaller regional Air lines over the years before that. Washington or Seattle airlines doesn't have the allure and Northwest was already taken..... And they were based in Minneapolis.
The Alaska name has been around for for....90 years, you don't mess with that kind of brand history.
They should've changed the name too. It doesn't make any sense to build an international hub in Seattle but call yourself Alaskan. I appreciate the origin of the name bur your average passenger won't. Alaskan may have strong brand awareness in the US but they don't in Asia, Europe or Australia.
It's like setting up at airline in Miami called Canada Airlines
They stole the 787 from Hawaiian. I'd rather they bring them back for the Hawaii to West Coast routes and to Las Vegas. Screw Global.
Some teal-green narrow pin-striping about the width of the window one just forward towards the nose and at mid level of the Alaska Fuselage Brand and then towards the wing with some sort of narrowing sweep is really all that is needed to bring out the entire ALASKA brand and tie this all together to the window cheatline.
If this was done similar how i describe I would be totally okay with Chester departing from...
Some teal-green narrow pin-striping about the width of the window one just forward towards the nose and at mid level of the Alaska Fuselage Brand and then towards the wing with some sort of narrowing sweep is really all that is needed to bring out the entire ALASKA brand and tie this all together to the window cheatline.
If this was done similar how i describe I would be totally okay with Chester departing from Alaska. Chester has been around for a while and he wants to just travel the world and enjoy his retirement after doing his time with Alaska.
I could also see this livery being applied to a few 787s but only with the palette colours of Hawaiian so as to “warm up” and add some “brand color pop” to Alaska’s Seattle Hub, as well as providing airplane swap-ability for Hawaiians jets as will be necessary at times… but doing so without “cooling down” the Hawaiian Pulalani colors at the Honolulu Hub.
Now for the bad news… I foresee a gradual reduction of the special livery paint jobs, such as the Disney Themed, Sports Themed aircraft and others, as this tends to detract from the international, mature, and premium direction Alaska is going. Perhaps on the Horizon Jets this will not be the case down the road but honestly I see this new “Northern Lights Livery, “ the future livery of Alaska Airlines.
Thank you for all your years of hard, faithful, dedicated work Chester. You helped make Alaska what it is today and your tireless work will never be forgotten at Alaska.
Looks great
It looks like a tube of toothpaste.
or toilet cleaner
I love it ! and I go back to the Boeing 727 " Golden Nugget Fan Jet" livery ( God I am old ! )
I think is is such a classy, sharp livery. Actually kind of sad that the 737's aren't being included. Maybe one day.
That is gorgeous
AS's announced 789 livery looks attractive but also very generic. Why would they remove Chester's iconic and beloved image? It seems unlikely that passengers at SEA and at AS's new international destinations will recognize the airline. Many passengers at SEA can identify Chester –and most of them love his smiling, confident face.
As see it, Chester or the Northern Lights far exceed the Frisbee like Delta.
They got rid of the picture of Mohamar Khadafi on the tail.
I like it! Looks sleek. Hope I can try it out on a flight to Europe or Asia some time. Maybe they will even launch an LAX-SYD flight some day
I do personally think Alaska should change their name to something like Pacific Airways that would better encapsulate their new larger region to a global audience rather than the more niche Alaska/Hawaiian (especially when Seattle is the main hub, not Anchorage!). But they seem...
I like it! Looks sleek. Hope I can try it out on a flight to Europe or Asia some time. Maybe they will even launch an LAX-SYD flight some day
I do personally think Alaska should change their name to something like Pacific Airways that would better encapsulate their new larger region to a global audience rather than the more niche Alaska/Hawaiian (especially when Seattle is the main hub, not Anchorage!). But they seem to really want to keep "Alaska" as the main brand.
Dislike the new generic livery. It looks like a charter plane. Keep the Eskimo and invest in the distinctive mark, that is what I would do.
I like it. I would it on all of their planes. It looks more modern and up-to-date than a portrait. Also, I would combine both Alaska and Hawaiian into a single non-state-name brand to emphasis the breadth and depth of their presence and push to be an international player.
The colors look similar to Garuda Indonesia tails.
Gonna miss Hillary Clinton on the tails.
Why don't you try to revive the Trump Shuttle (or Sh*thole, since it goes from the city that's the biggest sh*thole in the world) while you're at it, MAGA Moron?
Huh, I see what you mean, actually. He does kind of look like Hillary Clinton.
Excellent livery for a sub-fleet but not for all planes. Europeans don't know who Chester is but may be attracted to the Northern Lights. A special sub-fleet livery also reminds Americans that the Alaska 787's are light years ahead of the usual 737 with first class.
Bottom line: great livery for the 787 but terrible if used systemwide on all planes.
Why don't you tell Air Serbia to get Nikola Tesla off the tail (the only plane I've ever seen of Air Serbia, since it has a habit of going to ORD)? He was regarded as a nut in his own time, ignored until recently, and had his name coopted by the real-life equivalent of a Bond villain. That's more reason to exile him than poor Chester has.
Is Alaska going to put a Premium Economy cabin on their b789s moving forward? I don't see how they'd be better off without it, as almost all international carriers (including UA/AA/DL) have one. It feels standard for a long-haul premium carrier now.
I mostly like it, it's visually appealing and appropriate. But they shouldn't have dumped Chester entirely - like, put a smaller version of his smiling face on the side of the fuselage, up hear the cockpit. Seems wrong to remove him completely - his face * IS * the brand.
I'm looking forward to seeing the new business class cabin details soon.
Looks like garbage. The whole teal thing is so 2010s.
Yeah, the Northern lights in 2025 are red and brown in colour.
They could be. Depends how light is diffracted in the atmosphere. My degree's in physics, which means I've got some experience with optics. Do you, UncleGrandpa?
It’s not turquoise, it’s not lapis, it’s actually cerulean. You’re blithely unaware of the fact that, in 2002, Oscar de la Renta did a collection of cerulean gowns .. lol
It's teal, like every Seattle sports team. I know what cerulean looks like, and that ain't it.
ORD etc
And your point is?? Your rants make no sense.
I really like that new 787 livery. Hoping they do keep the Hawaiian Pualani livery long-term though for the A330s. It's beautiful, iconic, and it does tie the airline to its geographic and cultural home.
My bet: soon, they will start repainting the A330s in a similar livery, albeit with Hawaiian colors.
Surprised you didn't mention the absent (elephant in the room) eskimo. I guess the removal of this 'ethnic stereotype' is part of the broader brand evolution.
They’re not removing the eskimo. He will still be on the 737s. The new look is only for the 787.
Will miss Pualani and Chester’s friendly faces for sure, but this is really gorgeous. Super exciting, I wish them luck!
Looks great but the 787 needs a proper Premium Economy cabin to be competitive with Virgin, JAL and other long-haul carriers out of Seattle. Hoping for some news as to when they might make these retrofits soon.
Honestly, I agree. Alaska (and Hawaiian for that matter, since it's technically their 787s for the time being) needs to introduce some sort of a Premium Economy service if they want to compete with the other airlines, especially Delta
I like this livery! But it's sad to see the Hawaiian 787 livery going away.
Looks beautiful
A Northern Lights inspired cabin would be gorgeous. But are they really going to rip out the entire cabin just to put their own touch?! Or what am I missing? I would think that at most, seat covers, laminates and other finishes would be replaced and not the entire cabin!
@ Mike O. -- For sure just cabin finishes would be updated, and not the seats as such.
Shouldn't be too difficult. The latest deliveries could be delivered with the updated cabins while the in service aircraft would just need to change the seat leather and fabric, and finishing surfaces. The mood lighting would be easily configured to reflect new colors. What they should do though is consider installing a proper PE cabin.
Love the new livery design, although the tailfin may need a bit more glamour. Gonna miss Chester, though.
“Delta’s livery has better fuel burn over Alaska’s new livery because Delta has 1 fewer in its name.” - TD
Question. HA flies JFK-HNL on a 787. So that gets painted in the new livery but I still book on HA's website, and then fly an Alaska-branded plane? Isn't that a bit odd?
@ NSS -- The plane won't be on the route for long. This is all temporary, until these planes are based in Seattle.
It's already being moved off starting in October. JFK-HNL is going back to A330.
SEA-HNL will be getting a few daily 787-9 frequencies instead.
Would be wild to fly to HNL on the new livery
Looks like the toothpaste I brushed my teeth with this morning. Minty.
I was gonna say the same. It's giving Crest.
Cranky beating Ben to an early morning announcement? Haha.
Anyway, good stuff. Nice enough livery. Just need more details on the LHR flight.
@ Redacted -- Hah, I guess he got the embargo but I didn't. :-)
and yet they will still be using the Alaska name to fly longhaul international routes and will be surprised why people don't understand that most Americans, let alone foreign travelers, don't get how an airline named Alaska has its primary hub in Seattle.
LOL, and good luck trying to find a delta in Atlanta!
you do realize that delta is part of the Greek alphabet and a very common worldwide?
LOL, you do know Delta Airlines' history, right? Like where did it get its "Delta" name? (hint: the Mississippi delta)
and Delta happens to have multiple meanings which is part of the beauty of any brand.
My physics education gave me a positive view of the letter delta as a designation for "different". The airline gives me a negative view, since their difference is actually indifference to their customers, providing desultory service and care, both in the air and on the ground. Their FAs should go back to guarding women's prisons.
the delta, in your case, depends on the meds.
Well, what you often say is Greek to many of us.
Waiting for Keyboard Warrior Tim Dunn to enter into the comments.
You trying to out-pathetic him?
Native design is cute, but the new one is much more grownup and suited to global markets.
I'm not sure that's a particularly helpful analysis. Many airlines display their heritage or their identity in the colours or symbols they use in their livery. I don't see how a 'native' reference, dismissive as calling it that is, is any less 'grown up' than having stars and stripes, a stylised Union flag or a kangaroo. Indigenous heritage is a perfectly adult thing to celebrate. So is a homage to an incredible natural phenomenon. Alaska...
I'm not sure that's a particularly helpful analysis. Many airlines display their heritage or their identity in the colours or symbols they use in their livery. I don't see how a 'native' reference, dismissive as calling it that is, is any less 'grown up' than having stars and stripes, a stylised Union flag or a kangaroo. Indigenous heritage is a perfectly adult thing to celebrate. So is a homage to an incredible natural phenomenon. Alaska Airlines can celebrate both at the same time.