Alaska Airlines is preparing to install true lie-flat business class seats on the Boeing 737 MAX 10, a move that will make the carrier the first to offer such a product on the narrowbody jet. The airline plans to equip at least 25 of the new aircraft with the Aurora Suites configuration beginning in 2028. This deployment is part of a broader cabin overhaul by Alaska Air Group that also introduces a new Premium Reserve cabin for both Alaska and Hawaiian Airlines.
Alaska Aurora Suites on Boeing 737 MAX 10
The MAX 10 will not feature a standard premium layout. Instead, Alaska is configuring the aircraft specifically for select transcontinental and other markets where demand supports a premium-heavy design. Each of the 12 Aurora Suites on the MAX 10 will provide a fully lie-flat bed, direct aisle access, and a 19-inch 4K entertainment screen. Additional amenities include Bluetooth connectivity, wireless and USB-C charging, AC power, and convenient storage.
Passengers in Aurora Suites will also have access to chef-led dining, on-demand meals, and Starlink internet connectivity for eligible Atmos Rewards members. The airline intends to use these suites on select transcontinental services, allowing it to offer a premium experience on long single-aisle flights without requiring a widebody aircraft like the 787.
Alaska Premium Reserve and Four-Cabin Structure
Alongside the lie-flat suites, Alaska is introducing a new Premium Reserve cabin. This cabin is designed to capture travelers who want more space than standard economy but do not require a lie-flat bed. The MAX 10 will carry 12 Premium Reserve seats alongside the 12 Aurora Suites. These seats will offer 38 inches of pitch, a wider seat, enhanced recline, and a leg and calf rest. Passengers will also receive a 16-inch 4K OLED screen, larger tray tables, and additional storage.
This configuration creates a four-cabin structure for Alaska Air Group: Aurora Suites, Premium Reserve, Premium Class, and Main Cabin. Premium Reserve will also appear on Alaska’s Boeing 787-9 and 787-10 aircraft, with 35 seats on each, and on Hawaiian Airlines’ Airbus A330s, with 28 seats. Sales for the new Premium Reserve cabin are scheduled to open in summer 2027, ahead of the 2028 service rollout.
Fleet Transformation and Revenue Goals
The MAX 10 announcement is part of a larger fleet transformation. Alaska’s 787-9 aircraft will receive 34 Aurora Suites, while future 787-10s will have 40. On the updated 787-9, premium seating will account for about 46% of the cabin, compared with 38% today. Hawaiian Airlines is undergoing a parallel treatment for its 24 Airbus A330s, which will receive 22 Leihōkū Suites and 28 Premium Reserve seats starting in 2028.
Alaska Air Group aims to increase revenue generated outside the Main Cabin from 53% today to 60% over time. This target includes international, loyalty, and cargo revenue. The company separately expects premium revenue to exceed 40% of total revenue by 2030, up from 35% today. Alaska expects long-haul flying to increase from about 8% of capacity today to approximately 15% by 2030, while its Seattle operation is planned to grow from seven intercontinental destinations to at least 15.
The distinction between the two brands is deliberate. Aurora is tied to Alaska’s Pacific Northwest identity, while Leihōkū, meaning “lei of stars,” draws from Hawaiian navigation and cultural themes. Both products extend beyond the seat through dedicated airport services, upgraded dining, and lounge access. The MAX 10 configuration allows Alaska to put lie-flat inventory into markets that do not justify a widebody, potentially improving schedule frequency while preserving a differentiated front cabin.
Source: Simple Flying
