Alaska Accelerate Adds Premium Cabins, Lounges and Debit Card
Alaska Air Group has outlined the next phase of its Alaska Accelerate strategy, with new investments planned across premium travel, international flying, loyalty, Hawaiʻi and other parts of the business.
The company says it is still targeting at least 15 long-haul international destinations by 2030, while continuing to invest in Hawaiian Airlines through its Kahuʻewai Hawaiʻi Investment Plan. Alaska and Hawaiian will also continue operating with their own distinct brands.
New Aurora and Leihōkū Premium Experiences
Two new premium travel concepts are part of the plan.
Aurora will be used across international and select transcontinental routes and will include dedicated airport and lounge experiences, lie-flat suites, chef-led dining and free Starlink Wi-Fi.
Leihōkū will focus on Hawaiian Airlines, with redesigned lie-flat suites, island-inspired dining and a new nearly 13,000-square-foot lounge in Honolulu.
Alaska is also planning a new Premium Reserve cabin for longer flights, a new premium economy cabin that debuts in 2028 on Alaska’s 787-9, 787-10 and select 737-10 MAX aircraft, and on Hawaiian’s A330 fleet, providing guests with more room, comfort and choice on longer flights.
Alaska is also bringing 34 lie-flat Aurora Suites to all widebody 787 Dreamliner flights, and to select transcontinental flying in first class on the 737 in 2028. Overall, the updated 787-9 will feature about 46 percent premium seating, up from 38 percent today.
There will be 12 Aurora Suites on at least 25 737-10 MAX aircraft. These aircraft will also be painted in the same Aurora livery design as the current 787 Dreamliners. Inspired by the northern lights, the Aurora livery creates a visual symbol of Alaska’s next chapter as a global airline while remaining rooted in the natural beauty that inspired the airline’s name.
The new Aurora Suites will be Alaska’s most elevated onboard product. Here’s what guests can expect:
- An exclusive Aurora Suites check-in and concierge service at Alaska’s Seattle global gateway
- Access to the new Aurora Lounge in Seattle, designed to give Aurora Suites guests a more elevated and seamless preflight experience
- Some of the industry’s most spacious suites, with a fully lie-flat bed, privacy doors on the 787s, direct aisle access and convenient storage
- Each suite includes a 19-inch 4K entertainment screen, Bluetooth connectivity, wireless and USB-C charging and AC power
- New premium materials, including softer, more breathable Ultraleather upholstery
- Restaurant-quality dining and amenities that extend the Aurora experience onboard through a curated chef program and on-demand dining
- Lightning-fast Starlink Wi-Fi for Atmos™ Rewards members, complimentary thanks to T-Mobile
Atmos Rewards Expands Beyond Credit Cards
Alaska also announced another expansion of Atmos Rewards.
Beginning October 1, the program will add a new Atmos Rewards debit card, giving members another way to earn through everyday spending.
Later in 2026, Atmos Rewards members will also be able to choose how they earn points and status points on Alaska and Hawaiian flights:
- By distance traveled
- By price paid
- By segments flown
Members will be able to select the earning method that works best for them and change that choice once per year. Alaska previously announced that the options would earn 1 point per mile flown, 5 points per $1 spent, or 500 points per flight segment, depending on the method selected.
This comes after Alaska and Hawaiian combined their loyalty programs under the Atmos Rewards name and introduced the premium Atmos Rewards Summit Visa Infinite Card.
Bank of America Transferrable Points
In 2027, Alaska also plans to deepen its Bank of America relationship by enabling customers with eligible Bank of America card products to transfer points into Atmos Rewards. The new capability will give Bank of America cardholders another path into Atmos Rewards while creating an additional revenue opportunity for Alaska through the sale of points. Over time, Atmos Rewards also plans to add points-transfer opportunities with other select global financial institutions, creating incremental revenue while building the program’s global relevance.
