Alaska Airlines is targeting premium international travelers with a new business class experience as it expands its reach into Europe and Asia.
The airline on Tuesday unveiled its all-new international business class service, set to debut this spring on its new Boeing 787-9 Dreamliners. The service will feature lie-flat seats, elevated dining, premium bedding, and curated amenities, according to the company.
“When we debut our new product this spring, it will raise the bar and redefine long-haul travel, while continuing to deliver the remarkable care that sets Alaska apart on the global stage,” Andrew Harrison, executive vice president and chief commercial officer at Alaska Airlines, said in a statement.
At the core of the new offering are fully lie-flat suites with privacy doors and direct aisle access.
Each seat converts into a bed and includes an 18-inch high-definition screen, wireless charging, noise-reducing headphones and access to a library of more than 1,500 movies and shows.
The airline is also emphasizing its onboard dining experience.
Menus will vary by route, featuring dishes such as pasta carbonara with roasted chicken on flights to Rome and gochujang chicken on routes to Incheon.
Service begins with an upgraded fruit and cheese platter, accompanied by a selection of wines, champagne, cocktails and craft beer.
Dessert includes Salt & Straw ice cream, while pre-arrival meals are tailored to each destination.
Additional touches include bedding designed in partnership with Pacific Northwest brand Filson and amenity kits stocked with skincare products and travel essentials.
Passengers flying International business class will have access to Alaska’s airport lounges, as well as Oneworld partner lounges worldwide. Top-tier loyalty members will also gain entry to select international first-class lounges.
Alaska plans to equip its Dreamliner fleet with SpaceX’s Starlink internet later this year.
The rollout comes as Alaska ramps up its international footprint from Seattle, with service to Rome launching April 28, followed by London on May 21 and Reykjavík, Iceland, on May 28. Flights to Seoul are set to begin in April, with Tokyo service expected later this year.
The unveiling comes as the airline estimated a bigger first-quarter loss amid rising jet fuel prices and a pullback in demand due to unrest in Puerto Vallarta, Mexico, and flooding in Hawaii.
The airline said in a regulatory filing on Monday that rising fuel prices represent an incremental earnings-per-share headwind of at least 70 cents.
Shares of Alaska Air Group ended Wednesday’s trading session up 2.3% and are down more than 25% year to date.
