Alaska & Hawaiian Unveil New “Premium Reserve” Premium Economy Cabin

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 cabinsExpect this cabin to go on sale in 2027, debut in 2028Bottom line 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. Alaska Premium Reserve cabin Boeing 787 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 Hawaiian Premium Reserve cabin Airbus A330 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. Alaska Premium Reserve cabin Boeing 737 MAX 10 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 Alaska Premium Reserve seats Boeing 787 Alaska Premium Reserve seats Boeing 787 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? Meet Ben Schlappig, OMAAT Founder