Alaska Airlines is rolling out upgrades for travelers who want more comfort in the air as part of its Alaska Accelerate initiative.
The airline is introducing a new Premium Reserve cabin, new lounges, and upgraded premium experiences on both Alaska and Hawaiian.
“Alaska Accelerate is about shaping our future and doing it in a way that builds on Alaska and Hawaiian’s 90+ year legacies while setting a new standard for what air travel should be,” Ben Minicucci, the CEO of Alaska Air Group, said. “The acquisition of Hawaiian Airlines did not create a new strategy – it accelerated one we had already built. The heavy lifting is behind us, the value creation is in front of us, and we are entering the phase where the investments we have made in premium products, global connectivity, loyalty, cargo and Hawaiʻi increasingly show up in our results.”
Alaska Accelerate is a three-year strategic growth plan Alaska Air Group developed after acquiring Hawaiian Airlines. It was first created in December 2024.
The plan includes optimizing the combined network and launching long-haul international service, launching Atmos Rewards, expanding Huaka‘i by Hawaiian, placing the largest fleet order in its history, investing in the guest experience, increasing revenue outside the main cabin by five points in two years, and expanding Alaska Airlines’ premium cabins.
Alaska said nearly one-third of its West Coast seats are already in premium cabins, and it also plans new international premium-economy seating.
“We know what a winning airline looks like, and we’ve been building towards it proactively,” Shane Tackett, the president and chief financial officer for Alaska Airlines, said. “We have captured roughly two-thirds of our $1 billion earnings target, and the next phase is about activating the investments that make our business more durable.”
According to Alaska Air Group, Alaska Accelerate is on track to be completed in 2027.
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