DALLAS — Alaska Airlines (AS) has announced a significant expansion of its premium seating options, set to begin in September.

The airline will be adding more First Class and Premium Class seats across over 200 aircraft in its mainline fleet, including 737-900ERs, 737-800s, and 737-9 MAX planes. This expansion will result in an additional 1.3 million premium seats annually.

The move comes on the heels of a successful retrofit of the carrier's entire regional fleet earlier this year, which added 400,000 Premium Class seats to its E175 aircraft.

The airline says it aims to meet growing demand for premium seating while making it easier for passengers to upgrade, as "many travelers seek the added comfort and benefits of these classes."

Demand Up for Premium Offering

Alaska Airlines boasts its Premium Cabin performance, which it says it continues to reinforce what it believe is "a structural shift in higher demand for premium products."

First Class and Premium Class revenues increased by 8% and 6%, respectively, with our First Class load factor reaching 71% for the quarter, up 4.3 points. The carrier adds that its paid premium capacity has improved significantly since the days of paid load factors in the 40% range for mainline and all-coach regional fleets.

The expanded premium offering is of course, more lucrative for the carrier, as premium seats and their associated amenities can generate revenue up to four or five times that of an equivalent number of economy seats.

Fleet Retrofit Details

• Boeing 737-800: First Class seats will increase from 12 to 16, while Premium Class will remain at 30 seats. 59 aircraft will be converted between early 2025 and summer 2026.
• Boeing 737-900ER: First Class will remain at 16 seats, while Premium Class will increase from 24 to 30 seats. 79 aircraft will be converted between fall 2024 and summer 2025.
• Boeing 737-9 MAX: First Class will remain at 16 seats, with Premium Class increasing from 24 to 30 seats. 80 aircraft will be converted between spring 2025 and summer 2026.

Enhanced Comfort Features

The Seattle-based airline has partnered with RECARO to further improve its First Class experience. The new First Class seats on the 737-800 fleet will feature a calf rest, new seatback device holder, 6-way headrest with neck support, and USB-C charging capabilities.

In Main Cabin and Premium Class of the 737-800 fleet, passengers will enjoy improved features such as new device holders with built-in cup holders, USB-C charging, and a 6-way headrest with dedicated neck support.

The 737-900ER fleet will receive an interior refresh as part of the Premium Class expansion, bringing modern touches like device holders to the main cabin.

The newer 737-9 MAX aircraft will also see an increase in Premium Class seating, further enhancing passenger comfort and luxury.