Alaska Air Group is the latest US air carrier to shore up its premium seating offerings — part of an industry-wide boom to cater to passengers who will pay more for premium perks.
On Tuesday, Alaska Air Group, which operates Alaska Airlines and Hawaiian Airlines, unveiled a new premium economy cabin called “Premium Reserve” and upgraded business-class suites. These will fly on mostly long-haul flights to Europe and Asia, and on select domestic routes.
Since acquiring Hawaiian for nearly $2 billion in 2024, Alaska has been pursuing its “Alaska Accelerate” plan to expand its premium offerings and international presence from its Seattle hub. The…
