It’s an exciting time for Alaska Airlines, as the carrier is building a long haul network out of the Pacific Northwest. To coincide with the launch of some new long haul flights, the airline is opening its most exclusive check-in facility to date, with more to come.
In this post:
Alaska’s new premium check-in at SeaTac Airport
Alaska Airlines is opening an exclusive new check-in facility at Seattle-Tacoma Airport (SEA), exclusively for top tier Alaska Atmos Rewards Titanium members, plus those traveling in the carrier’s Business Class Suites (the name of Alaska’s new long haul premium experience). Immediate family, or up to two accompanying guests on the same reservation, are also eligible to use the facility.
The idea is that this is an exclusive space behind sliding glass doors, and it offers a more personalized check-in experience, plus direct access to a private security line, to minimize wait times. There’s even a concierge who essentially guides guests through that process.
Here’s how the airline describes this:
Coming soon, Suites guests and Alaska’s Atmos Titanium members traveling through Seattle‑Tacoma International Airport will enjoy a new, exclusive check‑in lane, with additional lanes planned across Alaska’s key hubs, including Anchorage, Portland, San Francisco and Los Angeles, and internationally in London, Reykjavik, Rome, Seoul and Tokyo. In Seattle, Alaska’s largest hub, the experience is elevated further with a personal concierge who guides guests from the exclusive Suites and Titanium lobby to a private security entrance.
I’m a little confused. It sounds like similar facilities are coming to other hubs, and even to the carrier’s long haul markets, but I imagine that’s not quite accurate. There’s no way Alaska is getting a private security lane at Heathrow for its once daily flight, heh.
I suspect at other airports, the idea is simply that there will be a separate check-in counter for Titanium members and Business Class Suite customers, beyond the standard first class and Atmos Rewards elite counter.
Alaska really is treating its top tier elites very well!
One really has to acknowledge just how well Alaska is trying to treat its top tier Titanium elite members. At other airlines, these kinds of private check-in facilities are typically reserved for invitation only elite members, like American Concierge Key and United Global Services members.
Meanwhile at Alaska, an elite tier that’s reasonably achievable is enough to unlock that This complimentary upgrade perk is super valuable, and a major incentive to go for Titanium status (given that status points can be earned with credit card spending, award flights, etc.).
For that matter, we’re also seeing Atmos Rewards roll out global upgrades for Titanium members, valid across the Alaska and Hawaiian networks, which is a perk you won’t find with any other airline in the United States.
If you live in Seattle, travel a lot, and can earn Titanium status, it’s certainly becoming a very compelling status tier, between the Alaska and Hawaiian specific perks, plus the reciprocal oneworld benefits.
Bottom line
Alaska Airlines sure is upping its premium game as it expands globally, with the introduction of a new check-in facility in Seattle. This is exclusively for Business Class Suite and Atmos Rewards Titanium members, and it’s a private facility with seating, and dedicated access to a security lane.
It’s great to see these improvements from Alaska, and it’s particularly nice how this is being offered to elite members. The airline also plans to improve its check-in experience at other hubs, though I wouldn’t expect it to be quite like this.
What do you make of Alaska’s new premium check-in?
Anyone notice there’s a ‘Dolby Atmos’ (surround sound technology since 2012)? I guess the IP gurus felt no one would confuse it with ‘Alaska Atmos’ (frequent flyer program). Hmm.
Alaska Airlines swanky? Not quite.
Singapore, Emirates and Concorde are swanky.
First, begin with the premium agent wearing a uniform that is clean and pressed with sleeves not rolled up, a jacket, a tie, shave and haircut.
Expect this area to be busier than just a normal bag drop. ;)
Alaska might be on the way to becoming the only truly premium airline in the US
Ben, would you be willing to dig deep on the economics of these 'private security lanes' re: TSA funding?
Unless airlines are paying a hefty premium to the government for it (and I've never been able to find evidence of this), this is an unconscionable private benefit funded by taxpayers at large.
Basic process engineering dictates that private lane TSA agents will be far less efficient (more costly per screened passenger) because they will have...
Ben, would you be willing to dig deep on the economics of these 'private security lanes' re: TSA funding?
Unless airlines are paying a hefty premium to the government for it (and I've never been able to find evidence of this), this is an unconscionable private benefit funded by taxpayers at large.
Basic process engineering dictates that private lane TSA agents will be far less efficient (more costly per screened passenger) because they will have a large amount of down-time waiting for occasionally titanium passengers to show up.
It's not a real private security line. It's more like the JFK Flagship check-in that takes you to the front of line. It just reuses SEA checkpoint 6, which actually gets quite busy.
Real private security is what Delta has at LAX and JFK for their Delta One check-ins.
In either situation, I would be curious to know how airlines pay for this privilege, if at all.
Cutting in line obviously delays passengers already in line, private security increases costs to other passengers.
"Swanky" is not a real word, but for some reason you keep using it...
@ Pepe -- https://dictionary.cambridge.org/dictionary/english/swanky
@Ben, let's give him a break. He may just be a frog.
@Pepe - It's a real word, its just overused on here...and there is a 2020's definition over the original meaning.
I feel this AS check-in is "premium" at best (omg - look at that nasty 1960s/70s floor).
Nice to cut the line, but that's really it.
BA's is luxurious and swanky-ish at LHR T5.
DL's LAX hmmm - ughh, it had a hint + of luxury walking in/premium at check in desk...
@Pepe - It's a real word, its just overused on here...and there is a 2020's definition over the original meaning.
I feel this AS check-in is "premium" at best (omg - look at that nasty 1960s/70s floor).
Nice to cut the line, but that's really it.
BA's is luxurious and swanky-ish at LHR T5.
DL's LAX hmmm - ughh, it had a hint + of luxury walking in/premium at check in desk and the ease of TSA - then straight up and into the lounge. That is SWANKY ;-) ...not this, sorry...this is not even close to what DL has done.
I'm disappointed. If you want to compete with DL, you need to go ALL out. Perhaps its not possible with the SEA layout?
@Ben - Perhaps its time for a rating system on here...try something out. Premium and Luxury can be on different ends of the spectrum in the airline world....reserve swanky for when it actually is mind blown. AF, JL, NH etc
That video was also cringe (I'm sure the agents are lovely) but non-actors cannot always act.
It's ok to admit it, DL does put in a lot of thought and effort into its ground experiences. JFK and LAX have similar dedicated check-in, into private security, into direct lounge access. It's very classy and streamlined, I think most people are/would be impressed by it.
Overall, it is hard to manage these things given airport designs and whatnot. This Alaska dedicated check-in is ok, but nothing special. For people without checked bags, Clear...
It's ok to admit it, DL does put in a lot of thought and effort into its ground experiences. JFK and LAX have similar dedicated check-in, into private security, into direct lounge access. It's very classy and streamlined, I think most people are/would be impressed by it.
Overall, it is hard to manage these things given airport designs and whatnot. This Alaska dedicated check-in is ok, but nothing special. For people without checked bags, Clear + TSA PreCheck gets you through similarly fast from most other checkpoints.
Alaska is treating its top elites well? You clearly don’t know what you’re talking about.
As a million miler and titanium I barely get upgraded 50% of the time. 95/100 times 1st on the list with seats to sell within 24 hr and AS would rather sell the seat for $75 and I’ll be stuck in the back.
Take a guess which feature I’d rather have? An upgrade for my “loyalty” or a swanky ticket counter experience for less than 5 minutes…
Have you considered paying the $75?
This!
That's what I was going to say. Automatic upgrades for "elites" was one of the dumbest ideas in the history of commercial aviation, and created an absolute monster of bloviating entitlement.
It’s not really entitlement when it is the airline program that set the rules and expectations. It is the program benefit they established. I agree w the OP that this holding of seats for last minute cash upgrades instead of adhering to the program rules of upgrading in the predetermined window prior to departure is lame. It is also relatively new w AS c/w other programs.
Since April 2024, when AS re-organized the order and placed Million Milers at the top category, I’ve only been #2 on the airport standby list once.
Upgrades? Please, I’m only getting about 40% of them. It’s not an upgrade list anymore, they need to rename it to the gate upgrade gamble. When I get a gate upgrade, it’s usually within the last 60 minutes, a the gate.
THANKS FOR COPYING DELTA
Achieving Titanium on Alaska Airlines is really not difficult. I achieved Titanium last year and as of today, already achieved Platinum (should hit Titanium again in a few months). Given the large number of Oneworld carriers, just associating my Atmos account number with those reservations did it for me.
@Lucky
Did not mean to post comment without content:
From the quote:
"Coming soon, Suites guests and Alaska’s Atmos Titanium members traveling through Seattle‑Tacoma International Airport will enjoy a new, exclusive check‑in lane, with additional lanes planned across Alaska’s key hubs, including Anchorage, Portland, San Francisco and Los Angeles, and internationally in London, Reykjavik, Rome, Seoul and Tokyo."
Sounds like all that's changing at non-SeaTac is just the presence of a separate check-in lane for...
Did not mean to post comment without content:
From the quote:
"Coming soon, Suites guests and Alaska’s Atmos Titanium members traveling through Seattle‑Tacoma International Airport will enjoy a new, exclusive check‑in lane, with additional lanes planned across Alaska’s key hubs, including Anchorage, Portland, San Francisco and Los Angeles, and internationally in London, Reykjavik, Rome, Seoul and Tokyo."
Sounds like all that's changing at non-SeaTac is just the presence of a separate check-in lane for Titanium and Suites passengers.
Back to the quote again:
"In Seattle, Alaska’s largest hub, the experience is elevated further with a personal concierge who guides guests from the exclusive Suites and Titanium lobby to a private security entrance."
And in Seattle specifically, there will be more than just separate check-in lanes.
Used it today... regular clear and precheck would have been faster. It is like going through Heathrow first class check in. Id imagine if you are checking a bag it would be great.
Hm. Titanium here but I never check a bag. If this private security line still requires the non-precheck shenanigans, then it would seem to have zero value for a lot of us.
I used it. Pre-check still worked.
This won't last long in its current form. Once they seduce enough people into reaching Titanium, they will change it.
All that boost in the soft product, yet the hard product looks old and tired.
I tend to agree if you are talking narrowbody fleet, which is most of AS. However, the "fancy" new long-haul flights from SEA are using new 787s and in business class, they really are (except to KEF) lie-flat seat suites with doors in a 1-2-1 layout. And, AS is touting elevated food options. I am looking forward to trying them but am not holding my breath as to affordability.
Too bad they are do not allow at least non-US based OW Emeralds status holders to use them too - like how AA allows them to their Flagship First check in area with an escort to the security area, etc.
Maybe at SEA there would be some good traffic throughout the day, but I really doubt even there it would be high traffic always through the area.
Hopefully they will later when they...
Too bad they are do not allow at least non-US based OW Emeralds status holders to use them too - like how AA allows them to their Flagship First check in area with an escort to the security area, etc.
Maybe at SEA there would be some good traffic throughout the day, but I really doubt even there it would be high traffic always through the area.
Hopefully they will later when they are able to judge the usage of the area and open it up for non-US based OW Emerald holders.
Hopefully the agents there are better trained and more helpful (so far those that I've used at the usual counters at LAX and SFO are not the most knowledgeable or helpful when it comes to codeshare/AA/BA linked tickets, etc).
Cheers!
You can still use the first class check-in desks, as per Oneworld agreement. They're rewarding frequent customers who are loyal to them, and alliance members get treated strictly in accordance with the rulebook.
Yep , the terminal stuff is what is Worth about the high fares and fees . They are investing our money Wisely .
How is LAX a hub? I can't even get to LAS from LAX...
Well done Alaska!
Although the "lounge" is a little bit not loungey, just a couple of chairs, but still, the overall experience looks very well executed.
Bah! Yeah, more of an 'it's the thought that counts' on those chairs, sorry, 'the lounge area.' Good on Alaska for trying, regardless.
@TravelinWilly — Agreed, this is an attractive perk. That said, it remains to be seen how long Alaska Airlines will be able to retain flown miles as a component of status qualification, given its integration with OneWorld partners. Alaska is certainly an option I would consider more frequently, particularly for flights to Asia. However, the ground experience can be inconsistent at some of the more distant outstations, like at my home airport.
My understanding is that AS is going to open a new lounge for business class pax at SEA (and HNL) but it isn't open yet. Currently, it looks like most of these long-haul flights depart from the N concourse at SEA, which arguably has the very best Alaska Lounge. My limited experience with that lounge has been very good.