Alaska Airlines Adds Premium Economy and Business Class

On September 29, 2026, Alaska Airlines announced it will add premium economy seats and business class suites on its Boeing 787 fleet and on some transcontinental routes operated by 737 Max 10 aircraft, betting that high-spending travelers will continue to contribute the bulk of industry profits. The report said that since completing its merger with Hawaiian Airlines in 2024, the company has continued advancing its strategy to become a full-service international carrier, having launched multiple European and Asian routes from its Seattle hub and introduced international business class earlier this year. At the same time, affected by its high proportion of West Coast operations, the company has been particularly hard hit by soaring fuel prices; the CEO said fuel costs wiped out first-half profits and the company has suspended its 2026 guidance. On October 8, 2026, the company's chief commercial officer told Skift that despite constraints at its largest hub, competition from Delta and soaring fuel prices, he still believes the airline can leverage premium investments to dominate the West Coast and expand into international routes.