Alaska Air Group is making its "most significant" investment in premium travel, unveiling new luxury offerings for Alaska Airlines and Hawaiian Airlines as it competes for high-spending travelers.The company on Tuesday introduced Aurora for Alaska Airlines and Leihōkū for Hawaiian Airlines, premium experiences that will pair lie-flat suites with dedicated check-in, concierge service, upgraded dining and access to exclusive lounges beginning in 2028.Alaska Air Group also unveiled Premium Reserve, a new premium economy cabin offering wider seats, more legroom and upgraded amenities. It will debu...
Alaska Airlines goes all-in on luxury with sweeping premium cabin overhaul
HALO Newsroom
Sep 29, 2026 • 3 weeks ago
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Wayne G Fraser
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