We know that Alaska Airlines is currently expanding globally out of its hub at Seattle-Tacoma (SEA), with plans to serve a dozen long haul destinations by 2030. This growth is enabled by the transfer of Hawaiian Airlines Boeing 787s, given that both airlines now belong to Alaska Air Group.
Earlier this year, Alaska unveiled its new Dreamliner livery, and promised to also soon unveil the new planned onboard experience. After all, up until now, these 787s have continued to feature the Hawaiian soft product. So for the first time, we finally know what Alaska has planned for its custom experience.
Alaska’s new business class catering, amenities, and more
Alaska has shared the details of its International Business Class Suites experience, which is how the airline is marketing its news long haul business class. The hard product is the same as on the Hawaiian 787-9s, so that’s the Elevate Ascent seat. It’s the same new business class seat you’ll find on the newest 787-9s operated by American and United.
What does the new business class experience entail, when it comes to catering, amenities, and more? Let’s start with Alaska’s new business class catering:
- The meal experience will begin with a welcome service featuring a cheese & charcuterie board (a “refined interpretation” of Alaska’s signature fruit & cheese platter), paired with an expanded selection of wines from the West Coast and regions in Europe, such as Stag’s Leap, including Roederer Champagne, handcrafted cocktails, West Coast craft beer, mineral water, and brewed Stumptown coffee
- The meal continues with an appetizer course followed by a personalized main dining experience with up to six main course choices tailored to each route; options may include roasted chicken with pasta carbonara on flights to Rome, and Gochujang chicken with traditional banchan en route to Incheon, with the possibility to reserve meals in advance
- Following main courses, there will be a dessert cart, showcasing the customizable Salt & Straw sundae service, along with other options
- Prior to arrival, the airline will serve a destination-inspired meal, such as a classic full English breakfast on flights to London
When it comes to bedding and amenity kits, Alaska is introducing bedding designed in collaboration with Pacific Northwest icon Filson. Business class amenities include a plush mattress, soft sleeping pillow, lumbar and lounging pillow, and oversized duvet.
The airline is also introducing collectible amenity kits, in two West Coast-inspired Filson colors. Each kit includes Salt & Stone skincare products and other travel essentials. There will also be a custom reusable water bottle developed in partnership with PATH Water.
Alaska also mentions that Starlink is expected to be installed on these aircraft as of the fall of 2027. That’s because this variant of the Dreamliner is still waiting on certification for that. I know this is also something that’s important to United, as the carrier’s new premium 787-9s are supposed to get Starlink ASAP.
I’m excited to experience Alaska’s business class product!
I’ve long been a fan of Alaska, and appreciate the carrier’s quirky service, friendly crews, and above average soft product. So I’ve been curious to see what the carrier would offer on long haul flights, and it doesn’t disappoint.
I don’t think there’s anything here that’s totally shocking or that’s going to put it in a different league than the competition. But I appreciate all the local touches, the cute aspects of the meal service, and the nice-looking bedding.
Most importantly, this new experience is needed just from a branding perspective. Right now when people board these ex-Hawaiian 787s on Alaska long haul routes, they’re greeted by flight attendants in Hawaiian uniforms, and they get the Hawaiian soft product. So things will make a lot more sense in the coming weeks…
Bottom line
Alaska Airlines has unveiled its new business class soft product, which is being marketed as the International Business Class Suites experience. This is basically exactly what I was expecting from the airline — it feels very Alaska, and I’m sure the food will be above average, while the amenities will be good.
Now the only thing that’s still needed is the installation of Starlink. I’m sure it’ll be disappointing for passengers this summer to board the 787 for a long haul flight, only to not have any Wi-Fi.
What do you make of Alaska’s new business class experience?
