Alaska Airlines has revealed a major improvement to its passenger experience by adding flat bed seats to select narrow body aircraft for the first time. This initiative is in line with the industry trend that emphasizes premium experiences. Specifically, Alaska intends to equip at least 25 of its Boeing 737 MAX 10 jets, from a larger order of 168 planes, with these seats. The aircraft will boast a three-cabin configuration, featuring 12 business class suites named “Aurora Suites,” which will provide reverse herringbone seating with direct aisle access. Furthermore, there will be 12 premium economy seats known as Premium Reserve, along with a standard economy class section.
The rollout of flat bed seats represents a tactical initiative for Alaska, enabling it to enhance its competitiveness in the transcontinental market, especially on routes where premium offerings are sought after. The Boeing 737 MAX 10’s increased size and effective fuel efficiency offer the necessary capacity and economical benefits for such improvements. Alaska’s choice to incorporate reverse herringbone seating, which is widely regarded as superior to the herringbone options provided by rivals such as American and United, is likely to be positively embraced by passengers.
These upgraded aircraft will stand out due to their distinctive livery inspired by the Northern Lights, resembling the design found on Alaska’s Boeing 787s. Deliveries of the 737 MAX 10 are anticipated to commence in 2027, with the premium layout being rolled out in 2028. Alaska’s strategic employment of these aircraft is yet to be fully disclosed, but this initiative is expected to elevate passenger satisfaction and possibly boost revenue in both current and new markets.