Alaska Validates Hawaiian Airlines’ Pioneering Innovations
Alaska Airlines recently unveiled an international business class built around a suite design Hawaiian Airlines introduced. The move spotlights a hard product that Hawaiian developed about a decade ago.
The seat and cabin design
Hawaiian fitted its 787s with 34 Leihoku Suites in a 1-2-1 layout. Each suite offers direct aisle access, wireless charging, and 18-inch screens.
Design firm TEAGUE helped craft the cabin identity. Elements included a starlit ceiling tied to navigation constellations, wave-pattern carpet, native wood-inspired wall textures, and lavatories styled with black volcanic sand.
How Alaska adapted the product
By adopting Hawaiian Airlines’ suite design, Alaska validates those pioneering innovations. The island-themed identity was removed and replaced with Pacific Northwest partners.
Alaska added Filson bedding and amenity kits. Salt & Straw provides sundaes, and Seattle chef Brady Ishiwata Williams contributed route-linked menu choices.
Soft-product upgrades
The new service includes a four-course meal and more destination-specific menu planning. There are two amenity-kit variations, Salt & Stone skincare, and PATH Water bottles.
Alaska also introduced an upgraded bedding program and a sundae cart concept. The cocktail table trim changed from turquoise to gray.
Connectivity and hardware notes
The Dreamliners enter service without Wi-Fi. Alaska says Starlink installation is still expected later.
Hawaiian had moved earlier on Starlink with its A330 and A321neo fleets. The Dreamliner rollout stopped before that wider connectivity plan completed.
Service rollout and routes
Alaska’s new international business suites begin flying Seattle to Rome on April 28. Service to London starts May 21.
Seattle–Seoul and Seattle–Tokyo already operate with the Dreamliner. A separate premium product will fly Seattle–Reykjavik on May 28 using a 737 MAX.
Background and context
Hawaiian planned to be first to introduce the Adient Ascent-style suite. COVID delays and financial strain allowed another carrier to launch before Hawaiian.
When Hawaiian brought its Dreamliner cabin into service in 2024, it became the second airline worldwide to offer these enclosed suites.
Experience and industry impact
Filmogaz.com flew the aircraft on Hawaiian flight HA1 from Los Angeles to Honolulu. That flight was the second-to-last Hawaiian-operated 787 trip.
Our assessment found Hawaiian excelled at cabin identity and hard product. The airline’s food, bedding, and onboard Wi-Fi had room for improvement.
Brand perception and competition
A national branding study placed Hawaiian first among U.S. carriers for emotional connection. Alaska ranked ninth in the same study.
Alaska’s relaunch aims to close that gap. The carrier paired an already notable seat with a more memorable soft product.
