Alaska Air Group enters activation phase of Alaska Accelerate, building a more global, premium and diversified airline

Alaska Air Group is investing across the travel journey, from booking and the airport experience to lounges, cabins and loyalty, with a focus on the longer-haul markets where guests place the greatest value on comfort, privacy, space and service. By 2030, we expect premium revenues to exceed 40% of total revenue, up from 35% today. 

Today, the company announced investments in the Alaska and Hawaiian guest experiences with the unveiling of Aurora and Leihōkū, the introduction of Premium Reserve, new Lounges and fleetwide upgrades, and the enhancement of Atmos Rewards.