Summary

  • Alaska Airlines offers more premium choices, such as extra legroom and comfort, for passengers wanting a premium travel experience.
  • Adding 1.3 million premium seats yearly to Boeing 737 fleet reflects a structural shift in demand for premium products in the airline industry.
  • Despite more premium seats, Alaska Airlines ensures passengers have access to ample restroom facilities and premium perks like no change fees and extra legroom.

The seismic changes in airline revenue generation have gained momentum post-COVID, with airlines looking to find more and more ways to add ancillaries to a low-fare ticket price. Selling food, drinks, and bags is one way, but adding extra legroom and a more comfortable seat gives passengers a premium experience and adds to the airline’s bottom line.

More choices for customers

On Wednesday, Alaska Airlines took the latter route when it announced adding 1.3 million premium seats annually to its Boeing 737 fleet. This follows the pattern set earlier in 2024 when the airline added more than 400,000 Premium Class seats to its Embraer E175 regional fleet.

Alaska Airlines 737 Upgrades ASPC2

Photo: Alaska Airlines

Alaska Airlines (Alaska) passengers will see additional first class and premium seating on more than 200 Boeing 737 aircraft, including its 900ERs, 800s and MAX 9 variants, with the retrofits rolling out starting in September. Airlines market these changes as giving more choices to customers, and for Alaska, that means choosing between the comfort and perks of premium classes or the value and flexibility of Main Cabin or Saver Fare options.

Aircraft Type

First Class

Premium Class

Aircraft

Timing

737-800

Increase from 12 to 16 seats

Remain at 30 seats

59

Begin early 2025 Completed by Summer 2026

737-900ER

16 seats remain

Increase from 24 to 30 seats

79

Begin Fall 2024 Completed by Summer 2025

737 MAX 9

16 seats remain

Increase from 24 to 30 seats

80

Begin Spring 2025 Completed by Summer 2026

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Alaska Airlines 737 Upgrades ASFC2

Photo: Alaska Airlines

The move to introduce more premium seats came from growing customer demand, with more customers willing to pay for the extra comfort, whether they are traveling for business or leisure. Alaska believes this growing demand signals a structural shift in higher demand for premium products, adding:

“First Class and Premium Class revenues finished up 8% and 6%, respectively, during this quarter, with our First Class load factor hitting 71% for the quarter, up 4.3 points. Our paid premium capacity has come a long way from the days of paid load factors in the 40% range for mainline and all-coach regional fleet.”

What is changing

Alaska has partnered with world-renowned seating specialist RECARO to enhance the First Class offering on the 737-800 aircraft. What will not change is the generous legroom, but the new seat will include a calf rest, seatback device holder, 6-way headrest with neck support and USB-C charging capabilities.

Passengers in Main Cabin and Premium Class on the 737-800s have not been forgotten as they will enjoy new device holders with built-in cup holders, USB-C charging, and a 6-way headrest with dedicated neck support.

The 737-900ERs will have six more Premium Class seats and an interior refresh, introducing new touches, including device holders, while the MAX 9s will also have six more Premium Class seats.

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More good news for Alaska passengers is that despite adding extra premium seats, the Boeing 737s will retain four lavatories. This means that all passengers, regardless of the seating class, will have ample access to restroom facilities throughout their flights.

There are also the perks of premium travel to consider, which include no change fees, extra legroom, and the most generous Mileage Plan with the quickest path to elite status. Alaska has made it easier to upgrade to First or Premium Class, with customers able to secure a paid upgrade up to 50 minutes before departure.

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