Alaska Air Group has today made a slew of passenger experience announcements, which I’m covering across several posts. The theme is simple, and it includes focusing on the premium experience (as is the standard in the industry nowadays).
In this post, I’d like to discuss how the airline has finally announced plans to introduce premium economy on a widespread basis, a cabin that will be branded as Premium Reserve. I already covered this in passing in reference to the new premium Alaska Boeing 737 MAX 10s, as well as the retrofits of Hawaiian Airlines Airbus A330s, but let’s look at this product more closely.
Alaska & Hawaiian plan premium economy cabins
Alaska Airlines and Hawaiian Airlines will be rolling out Premium Reserve, the name of the new premium economy product at both airline brands. So while the business class products on the two airlines have different branding (Aurora Suites vs. Leihōkū Suites), the premium economy product has the same branding.
So, on which planes will we find the new Premium Reserve premium economy product?
- It’ll be available on all Alaska Boeing 787s, with a total of 35 seats, spread across five rows, in a 2-3-2 configuration
- It’ll be available on all Hawaiian Airbus A330s, with a total of 28 seats, spread across four rows, in a 2-3-2 configuration
- It’ll be available on roughly 25 Alaska Boeing 737 MAX 10s (the same that are getting flat bed seats), with a total of 12 seats, spread across three rows, in a 2-2 configuration
When it comes to the Premium Reserve passenger experience, guests can expect:
- 38″ of pitch and a wider seat than traditional economy
- Enhanced recline and a leg and calf rest for added comfort
- Large tray tables and convenient storage pockets
- A 16″ 4K OLED entertainment screen with bluetooth connectivity
- Multiple charging options, including AC power and USB-C charging at every seat
- An upgraded dining experience and amenities
Those are all the details we have as of now, though I’m sure we’ll learn more as the introduction into service approaches.
Expect this cabin to go on sale in 2027, debut in 2028
The expectation is that Alaska Airlines and Hawaiian Airlines will introduce premium economy as of 2028, with tickets going on sale as of the summer of 2027. It seems like 2028 will be a year where we see a lot going on at Alaska Air Group. As of then:
- We should see new Alaska 787s delivered with the cabin, and existing Alaska 787s retrofitted
- We should see Hawaiian A330s start to be reconfigured, though it remains to be seen how long that project takes
- We should see the subfleet of premium 737 MAXs start to be delivered, and enter service
Bottom line
Alaska Air Group has announced plans to launch a premium economy product, which will be branded as Premium Reserve. The cabin is expected to launch in 2028, and will be available on all Boeing 787s, Airbus A330s, and select Boeing 737 MAX 10s (the same ones with flat bed seats).
We knew that the airline was planning on introducing premium economy, so this doesn’t really come as a surprise. I must say, the cabin looks great, but not like anything that really stands out. I look forward to seeing this launch!
What do you make of the new Alaska and Hawaiian Premium Reserve cabin?
Alaska Group is kickin'...and takin' names! Keep it coming!
(Also, the talk of BofA transfers to AS are also exciting, as Matthew at LALF posted about today. Not sure what that means for Bilt, if BofA demands exclusivity, like Citi did with AA, but...)
I'd love to see their new premium reserve seats replace their domestic first class seats. They look nicer than the current domestic first class seats.