…

Demand for premium is growing, and Alaska Airlines is betting that travelers will want to splurge for premium seats for long haul.

The Seattle-based carrier announced Wednesday that it will add new first class and extra-legroom seats to its aircraft as part of a retrofit program covering its Boeing 737 fleet, adding 1.3 million premium seats to its schedule each year.

The retrofit program will span 200 Boeing 737-800, 737-900ER and 737 MAX 9 aircraft. The first aircraft to undergo the cabin overhaul will be withdrawn from service for retrofitting in September, with the entire retrofit process expected to be completed by summer 2026.

You’ll find an aircraft-by-aircraft breakdown of the cabin retrofits at the bottom of this story, but highlights include the addition of four first-class seats to the Boeing 737-800 fleet, bringing the total to 16 new recliners at Pointy End. of jet. (This news was announced earlier this year.)

Going forward, the only mainline jets to feature 12 first-class recliners will be some Boeing 737 MAX 8 and 737-700 aircraft. (It’s interesting that Alaska has not announced plans to harmonize the number of first-class seats in its 737 MAX 8 fleet, an aircraft that will likely remain in the carrier’s fleet for many years to come. Those seats may change. The airline’s existing MAX 8 aircraft are due for replacement. is.)

The retrofitted Boeing 737-800 will offer updated Recaro first-class recliners with additional legroom, leg rests (a rare and classy touch for domestic first-class), seatback device holders, winged headrests, universal power outlets and USB-C. Charging port. These seats will also have built-in cup holders along with additional reclines and large tray tables.

No other first-class cabins are being updated with new products as part of the announcement, but Alaska is expanding its so-called Premium Class footprint. Alaska is adding six premium class seats to its Boeing 737-900ER and Boeing 737 MAX 9 aircraft, increasing the cabin from 24 to 30 seats on both jets.

These extra-legroom economy seats include four extra inches of pitch compared to standard economy seats, free alcoholic drinks on flights longer than 350 miles, and priority boarding.

Alaska says premium class and economy travelers on all retrofitted fleets will enjoy device holders, cup holders, USB-C charging ports and winged headrests. The airline also said it would continue to offer four lavatories in its Boeing fleet.

The carrier said in a statement that it decided to invest in the project “in response to growing demand from our valued guests… our premium cabin performance as a structural shift in the high demand for premium products that we believe continues to support.”

Alaska isn’t the only airline to notice an upmarket shift in its passenger profile. Over the years, Delta Air Lines has leaned toward a premium-focused strategy that has catapulted it to the top of the pack among US airlines in multiple dimensions. United Airlines’ new “Next” brand campaign launched in 2021 and is highlighted by a nose-to-tail refresh of nearly the entire domestic fleet, enhancing the premium experience for travelers.

In the second quarter of 2024, Alaska announced that its first-class and premium class revenues increased by 8% and 6%, respectively, with the first-class load factor reaching 71%.

While these new premium seats may pad Alaska’s bottom line, they should also be good news for high-end travelers looking for more award and upgrade space. With a higher proportion of premium seats, Alaska Mileage Plan members may begin to notice that upgrades appear a little more frequently than before.

Alaska Airlines Boeing 737-800 Retrofit

• First Class: Increases from 12 to 16 seats
• Premium Class: 30 seats reserved
• Number of aircraft to be retrofitted: 59
• Timeline: Starts early 2025, completed by summer 2026

Alaska Airlines Boeing 737-900ER Retrofit

• First Class: 16 seats retained
• Premium Class: Increases from 24 to 30 seats
• Number of aircraft to be retrofitted: 79
• Timeline: Starts in fall 2024, completed by summer 2025

Alaska Airlines Boeing 737 MAX 9 Retrofit

• First Class: 16 seats retained
• Premium Class: Increases from 24 to 30 seats
• Number of aircraft to be retrofitted: 80
• Timeline: Starts Spring 2025, completes by Summer 2026

Related Reading: