SEATTLE — Alaska Air Group is making a multi-million-dollar bet on premium travel, unveiling plans for new airport lounges in Honolulu, San Diego, and Seattle as part of its integration with Hawaiian Airlines and strategy to strengthen its West Coast and transpacific presence.
The expansion underscores the company’s push to attract high-yield international travelers and reinforce Seattle-Tacoma International Airport (SEA) as a transpacific hub. With new Boeing 787 routes on the horizon and competition from Delta Air Lines intensifying, Alaska Airlines is positioning itself as a premium contender in global aviation.
Honolulu: A Cultural Showcase for Hawaiian Hospitality
At Daniel K. Inouye International Airport (HNL), Hawaiian Airlines will debut a new 15,000-square-foot premium lounge in late 2027, located at the Mauka Concourse entrance in Terminal 1. The facility is five times larger than the carrier’s current Plumeria Lounge.
The space is designed to highlight Hawaiian culture, with natural light, local art, wellness zones, and island-inspired cuisine such as poke bowls and fresh seafood. Renderings show expansive ocean views and open layouts intended to elevate the pre-flight experience.
“This lounge serves Alaska Airlines (AS) and Hawaiian Airlines passengers under unified branding,” the company noted. “Flights to Hawaii retain Hawaiian livery; others use Alaska’s. It supports increased A330 operations between Honolulu and Seattle, adding 20% more seats on select routes.”
The project builds on recent investments, including Hawaiian’s new Premier Club at Kahului Airport (OGG), and is aimed at boosting guest satisfaction with a target net promoter score 20 points above industry averages.
Seattle: A Flagship for International Travel
In 2027, Alaska Airlines will open its largest-ever lounge at Seattle-Tacoma International Airport, designed to rival Delta’s and United’s international facilities. At more than 16,000 square feet, the flagship will exceed Alaska’s current North Satellite lounge in scale and focus on long-haul international departures.
The lounge is expected to offer private suites, chef-curated dining, wellness spas, and other amenities on par with Delta One and United Polaris Lounges. It will be closely integrated with SEA’s C Concourse expansion and serve departures from C and D gates.
The timing aligns with Alaska’s network growth, including new routes from Seattle to Tokyo Narita in May 2025 and Seoul Incheon in October 2025. The lounge may also feature “Atmos” branding, a trademark registered in 2024, tying into the company’s loyalty program rebrand.
“This addition addresses competition from Delta Air Lines (DL) at Seattle,” Alaska stated. “It positions Alaska as a West Coast leader in premium trans-Pacific travel, with oneworld alliance perks expanding in 2026.”
San Diego: A Growing Hub Gets Premium Upgrades
Alaska will also build a new 13,000-square-foot lounge at San Diego International Airport (SAN), with construction beginning in early 2027 and opening slated for 2028. The facility will surpass the existing Aspire Lounge in Terminal 2 to become one of the airport’s largest premium spaces.
Located in a dedicated terminal area rather than repurposed space, the lounge will feature modern seating, local craft beers, Bay Area-inspired buffets, and views of both the runway and the Pacific Ocean. Quiet zones and charging stations are planned to serve business travelers navigating one of California’s busiest airports.
“Located in a growing hub, it serves 45 nonstop destinations for Alaska Airlines and Hawaiian Airlines, more than any rival,” the company said. The lounge will also enhance connectivity for Hawaiian’s neighbor-island services and Alaska’s mainland routes.
Network Integration and Loyalty Benefits
The lounge investments are tied directly to Alaska Air Group’s integration with Hawaiian Airlines, announced in 2025. Current facilities include nine Alaska Lounges across six airports — Anchorage, Los Angeles, New York JFK, Portland, San Francisco, and Seattle — along with Hawaiian’s Plumeria Lounge in Honolulu.
As the merger progresses, access policies are being aligned. Alaska Lounge members already have entry to Hawaiian’s Plumeria Lounge in Honolulu, and by October 1, 2025, HawaiianMiles will be integrated into Alaska’s Atmos Rewards program. The move will allow reciprocal lounge benefits across both airlines and simplify travel to more than 1,000 destinations through the oneworld alliance.
Looking Ahead
These projects reflect Alaska Air Group’s ambition to elevate its premium offerings while competing head-to-head with legacy carriers. With airport approvals still pending in some locations, delays remain possible. However, executives emphasized that the construction timelines “hold firm” as the company advances toward its goal of operating 12 new transpacific routes from Seattle by 2030.
Passengers traveling on early Asia routes from Seattle in 2025 will continue to access existing lounges while awaiting the opening of the flagship international facility.
For Alaska, the investments mark a critical step in transforming from a primarily domestic airline into a serious global competitor, all while blending Hawaiian hospitality with Alaska’s efficiency.
