Are Premium 737s The Right Move For Alaska Airlines?

Alaska Airlines announced plans for a premium configuration on at least 25 Boeing 737 MAX 10 jets, featuring a three-class layout with 12 “Aurora Suites” and its new Premium Reserve cabin. The move is aimed at competing on premium transcontinental routes where airlines sell lie-flat seats, particularly between JFK and LAX/SFO, a category dominated by American, Delta, JetBlue, and United. The piece notes that Alaska already offers lie-flats on some other routes and is expanding into a highly crowded market. It questions whether Alaska can win in Los Angeles and especially in San Francisco, given United’s strength. It also highlights Alaska’s reliance on corporate contracts and loyal customers, while noting the airline’s limited Northeast presence.