Alaska Airlines and Hawaiian Airlines are taking aim at the luxury travel market with a sweeping overhaul of their premium cabins — promising passengers lie-flat suites, private lounges, chef-created meals and a new premium-economy class.

The airlines today unveiled two new flagship experiences: Aurora for Alaska Airlines and Leihōkū for Hawaiian Airlines.

The multi-billion-dollar airline group says the investment will transform the passenger experience from the moment travelers arrive at the airport until they reach their destination.

Alaska's new Aurora Suites will be installed across its widebody Boeing 787 fleet, while a smaller version will also appear on select transcontinental routes aboard the airline's new Boeing 737-10 MAX aircraft.

The 787 will feature 34 lie-flat Aurora Suites, while at least 25 of the new 737-10 MAX aircraft will receive 12 suites each. The redesigned 787-9 will increase its proportion of premium seating from about 38 percent to roughly 46 percent.

Passengers booking the new suites can expect:

But the luxury experience will begin before passengers even board.

Aurora passengers will have access to dedicated check-in and concierge services at Alaska's Seattle hub, as well as a new exclusive Aurora Lounge.

Hawaiian Airlines is also preparing a major overhaul of its Airbus A330 fleet.

All 24 A330 aircraft are scheduled to receive new interiors beginning in 2028, with 22 enhanced Leihōkū Suites forming the airline's new premium front cabin.

The redesign will increase premium seating across the aircraft from approximately 30 percent to 40 percent.

Leihōkū passengers will receive lie-flat seats with privacy doors, direct aisle access, 19-inch 4K screens, Bluetooth, wireless charging and AC power.

Hawaiian is also bringing its island identity into the dining experience, with local chefs creating menus paired with wines for both domestic and international premium flights.

The name Leihōkū, meaning “lei of stars,” is inspired by Polynesian navigation and wayfinding.

For travelers who want more space without paying for a lie-flat suite, the airlines are introducing a new cabin called Premium Reserve.

The cabin is scheduled to begin rolling out in 2028, with seats becoming available for purchase next summer.

The new section will feature:

There will be 35 Premium Reserve seats on the 787-9 and 787-10, 28 on Hawaiian's A330 and 12 on the 737-10 MAX.

Food is also getting a major upgrade.

Alaska has partnered with Seattle chefs Renee Erickson and Brady Ishiwata Williams to create menus reflecting the Pacific Northwest.

Erickson will oversee menus on Alaska's European routes, including London and Rome, as well as Athens and Paris beginning in spring 2027. Williams will expand his culinary program to Alaska's Asia-bound flights from Seattle.

Hawaiian, meanwhile, will continue its focus on locally inspired cuisine, with Executive Chef Dell Valdez developing dishes for its premium cabins.

The airline has also expanded a chef-driven Main Cabin pre-order program featuring food developed with Maui-based chef Sheldon Simeon.

The ground experience is getting almost as much attention as the cabins.

A new facility at Seattle's expanded C Concourse will cover nearly 41,000 square feet, making it Alaska's largest lounge when it opens in late 2027.

The space will include a 500-seat Alaska Lounge and a 200-seat Aurora Lounge reserved for eligible Aurora passengers on intercontinental flights.

The lounge will feature an outdoor patio with a fireplace, private work pods, locally sourced food, a pizza oven, coffee lab, fresh pastries and three premium bar areas.

Aurora Lounge guests will also have access to private shower suites, wellness spaces and chef-prepared meals served à la carte.

Hawaiian is also planning a new 13,000-square-foot lounge at Honolulu's Terminal 1, scheduled to open in early 2028.

The approximately 200-seat facility will offer locally inspired food and drinks, a dedicated local coffee experience, a full-service bar, private workspaces and artwork by local artists.

Alaska is additionally planning a new 14,000-square-foot lounge in San Diego in 2028.

The result will be a significant expansion of the airlines' premium offering — with travelers eventually able to choose between lie-flat flagship suites, Premium Reserve, Premium Class and standard Main Cabin depending on the aircraft and route.

The airlines say the investment is part of Alaska Air Group's broader Alaska Accelerate strategy, which includes expanding its global network, premium products and Atmos Rewards program.