Alaska Air Group has announced a major upgrade to its premium travel offerings, unveiling two new flagship experiences—Aurora for Alaska Airlines and Leihōkū for Hawaiian Airlines. The company is also rolling out a new Premium Reserve class, enhanced lounges, and fleetwide improvements.
What Changed
- New premium experiences: Aurora (Alaska Airlines) and Leihōkū (Hawaiian Airlines) have been introduced as distinct flagship premium travel experiences.
- Premium Reserve class: A new class of service is being launched, though specific details on features or routes are not yet disclosed.
- Lounges and upgrades: Alaska Air Group is investing in new lounges and making upgrades across its fleet to improve the core guest experience.
- Effective date: The exact rollout date for these enhancements has not been specified by the company.
