The Seattle-based carrier will fly transcontinental routes from West Coast gateways with its new premium Boeing 737 Max 10s.
Alaska Airlines’ new Boeing 737 Max 10s will close a “key product gap” for the airline among high-end travellers on the US West Coast, says chief commercial officer Andrew Harrison.
Alaska plans to outfit at least 25 Max 10s with 12 lie-flat business class suites, 12 premium economy seats and 135 economy seats, with the first entering service in 2028. This compares with its standard layout Max 10s that will be outfitted with 188 seats – 10 more seats than on its 737 Max 9s – including 20 first class seats.
“Our guests consistently show a willingness to pay for more comfort, privacy, space and service,” Harrison said at its investor day in Seattle on 29 September.
Alaska currently lacks a distinct premium transcontinental option for customers. Competitors American Airlines, Delta Air Lines, JetBlue Airways and United Airlines all offer dedicated premium layouts on key routes between the coasts, particularly from New York to Los Angeles and San Francisco.
The premium narrowbodies are part of a larger effort by Alaska to boost profits by growing its share on the West Coast, increasing its relevance among travellers – particularly lucrative high-end flyers – and expanding its Atmos loyalty programme.
The subfleet of Max 10s will fly transcontinental routes from Alaska’s five West Coast hubs: Los Angeles, Portland, San Diego, San Francisco and Seattle. Destinations will include New York but also other key East Coast markets.
“This isn’t just a New York strategy, we’re deploying this product across a broader set of premium, high business demand markets,” says Harrison.
He and other Alaska executives decline to name additional destinations for the new premium narrowbodies.
In addition to New York, competitors also fly premium narrowbodies on transcontinental flights from Boston and Fort Lauderdale.
Alaska has orders for more than 100 Max 10s with the first 25 due in 2027. The airline will use its standard layout Max 10s to replace smaller, ageing 737-700s at capacity-constrained airports.
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