Alaska Airlines plans premium-heavy 737 MAX 10 sub-fleet for 2028

Alaska Airlines plans to build a small, premium-focused sub-fleet of Boeing 737 MAX 10 aircraft as part of a broader push to win more high-fare travellers on both domestic and long-haul routes.

The MAX 10s in that layout will be painted in the same scheme as the carrier's 787s and will be marketed under its Aurora name. Alaska expects to receive at least 25 of the jets, with the first entering service in 2028.

The cabin will hold 159 passengers. Six rows of lie-flat Aurora1 seats are arranged one abreast on each side of the aisle, followed by three rows of premium economy in a 2-2 layout. Standard economy keeps its 3-3 seating. For comparison, the airline's MAX 9 carries 162 passengers.

Elevate Aircraft Seating will supply the forward cabin seats using its Ascent narrow-body product. The seats angle away from the centre aisle and come with a 19-inch 4K screen, Bluetooth pairing, wireless and USB-C charging and mains power. The MAX 10 Aurora seats will not have a privacy door, a configuration the carrier is not alone in choosing.

Premium economy will be branded Premium Reserve and will be fitted to both Boeing and Airbus aircraft in the fleet, extending the product beyond the new MAX 10s to the airline's widebodies.