What used to be standard comfort in Hawaii air travel is now being sold back to passengers as a big upgrade. Airlines have rebranded legroom that was once free in economy as a “Premium Class,” and Alaska Airlines is leading the rollout with its spiffy, newly retrofitted jets. This isn’t just about the nice new seats. It’s the latest chapter in a decades-long squeeze that’s taken inches from passengers while raising the price.
What used to be standard now costs significantly more.
Alaska Airlines has reportedly begun flying the first of its retrofitted 737-800 aircraft featuring a “premium heavy” interior. We can’t confirm that for ourselves, but we’ll hopefully report back with first-hand experience in the days ahead.
The new configuration adds more First and “Premium Class” seating while reducing the space allocated to regular economy. Economy seats now offer just 30 inches of pitch. By comparison, Alaska’s Premium Class provides 34 inches of legroom, the kind of space once standard in coach.
It was back a half-century ago that economy passengers enjoyed 34 to 36 inches of pitch as the norm. But by the 1990s, that standard dropped slightly to as little as 32 inches. However, since the early 2000s, major U.S. airlines have begun cutting comfort across the board, and Hawaii routes were no exception. Today’s 30-inch pitch in Alaska’s Main Cabin would have been unthinkable to travelers just a few decades ago. What was removed from standard economy is now back stronger than ever, but at a price.
A quieter form of upsell.
Alaska’s retrofit plan touches every jet flying to and from Hawaii. The new layout, reportedly already in service on some flights, will expand Premium Class to 30 seats and First Class to 16 on each narrow-body aircraft. Older 737-800s and 737-900ERs are being updated to match the new layout on newer MAX aircraft. The retrofit is set to be completed by summer 2026.
But the real change isn’t the number of Premium seats. It’s the economics behind them. Premium now offers roughly the same legroom that was included in economy just a generation ago. Yet today, that space costs more, often significantly more on Hawaii flights, as seen in the photo above. And while Alaska highlights perks like appreciated USB-C power ports and winged headrests, the most valuable perk is the one that used to be free: basic personal space. In some cases, such as round-trip flights we checked from San Diego to Maui in late August, the upcharge for Premium Class now equals or exceeds the one-way base fare itself.
Reader frustration is already boiling over.
In a recent Beat of Hawaii article that drew 128 reader comments, travelers sounded off not just about shrinking seats but about what that shrinkage represents. One reader wrote, “You can put all the USB ports you want in there—it doesn’t make up for having no legroom.” Another said, “This isn’t an upgrade, it’s an undoing of what used to be normal.” Several tall travelers vented that sitting in regular coach had become physically painful, while others questioned why comfort had become a class privilege.
Many readers also pushed back against the idea that Premium should even exist as a separate category. “Just make the whole plane business class and charge business class rates,” one commenter said. “At least then we’d know what we were paying for.”
What it feels like on board now.
Travelers flying to Hawaii today may board the same aircraft model they flew five years ago, but the experience inside has changed. Alaska’s new Recaro seats in economy are slimmer, firmer, and allow more rows per plane. They save weight and open up more passenger space, including for extra revenue in the front of the cabin. But they also reduce cushioning and likely reduce recline. While Alaska hasn’t published exact recline specs, similar slimline seats on other U.S. carriers typically recline only about two inches.
Meanwhile, reserved overhead bin space is now clearly labeled for Premium passengers. While not strictly enforced, these placards signal to other passengers that the bins are off-limits. Because boarding groups are also tied to fare class, many Hawaii travelers are finding that by the time they reach their row, their assigned bin is already full.
This isn’t about Alaska. It’s about all of the airlines flying to Hawaii.
Alaska’s retrofit is just the latest example of a broader trend. Hawaiian Airlines has been slower to further densify its narrow-body fleet, which was already delivered very tight six years ago. Still, that brand will soon add a new Premium Economy cabin on A330 aircraft.
Delta, American, and United have already introduced Premium Economy across many of their wide-body routes, including those to Hawaii.
Even Southwest, long seen as the egalitarian outlier, has begun quietly cutting comfort and upcharging for convenience. See our related story Southwest Hawaii Retrofits Begin: A Game Changer.
Each version varies slightly, but the message is the same: what once came with your fare is now an add-on.
Beat of Hawaii has been tracking this phenomenon for years, when it became clear that airlines were expanding high-revenue seat classes by compressing the base experience. Back then, it was about configuration plans. Now, the planes are flying. And for Hawaii travelers in regular economy, that means tighter quarters, firmer seats, and more reasons to pay extra.
What you can do.
Unless you’re willing to upgrade, prepare for less comfort and more competition. If you’re tall, plan ahead with seat selection, early boarding, or buying an extra middle seat. If you’re traveling with family, understand that overhead bin space may no longer be available above your row unless you pay for it.
This isn’t a matter of personal preference, but rather a structural shift. As one BOH reader put it: “We used to pay to travel. Now we pay just not to be punished while we do it.”
Airlines haven’t just changed the product. They’ve changed what it means to fly coach to Hawaii. And by this latest announcement, they’re not done yet.
Beat of Hawaii photo.
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Might be time to consider a commuter ship from west coast to Hawaii. Just a thought.
If it were lawful, they would have a standing section to fit more people into a space.
Egregious assault on our pocketbook to travel; putting profit and greed above compassion and comfort for a 5 hour flight will only backfire onto the greedy owners who have no intent for a joyous ride. When will humans put compassion above greed? How ugly is the airline industry today. Ugly discomfort is no motivation to travel. No thank you!
These are the Same planes I fly to DC, Atlanta, Boston, etc. Travel time is SAME.
Hawaii demands a different airplane? Seriously?
Reality is Hawaiian is a failed business model, plain and simple. Hawaiian sought out Alaska because Alaska was the only suitor that fit. No investors lining up to keep Hawaiian independent, nor did any of the Big 3 have any interest.
Southwest entered Hawaii about 6 yrs ago because it saw Hawaiian as a weak competitor, and knew it was failing. SW came in thinking it would dominate this market in 2-3years. SW ended up getting it’s bottom kicked and has pulled its flights down to about half of what they had at peak.
Hawaiian wanted to be king of the pacific. The problem? Aside from 10 gateways, Hawaiian had no way to connect US travelers…thus it couldn’t fill aircraft. Hawaiian tried to find an airline to help feed it. Jet Blue was not up to the task.There is no one else.
Hawaii needs to take a lesson from Las Vegas
Reality check! Just for a perspective on this entire issue; Amtrak has 20 inches of width and 39 inches of seat pitch on regional routes, and 50 inches of pitch on long haul routes in coach! Maybe it’s time to build a railroad from the west coast to Hawaii. LOL😀 Aloha to all.
Daryl H, that would be a Long, boring train ride. Maybe cool for about 10 minutes looking back at the US and then cool for about 10 minutes as you approach the islands.
Minimum 3 days in between with no scenery to look at. Maybe an occasional whale to see, or a group of dolphins… here and there.
Its pathetic! 30 inches is enough for 5.6 inch person. I can’t really get my tray down for my laptop. Somebody has to step up. Southwest. Gone to greed. Alaska I’ll never fly. Its all demeaning and totally unnecessary. Top heavy lines pay admin huge bucks we get squeezed! Oh yeah southwest internet is just plain terrible.
Not sure you will find happiness anywhere Jim B. Upgraded seats are available on every major airline though
I live Maui and recently flew round trip to Oahu for a doctors appointment and back the same day. I’m in my 70’s and for a less than 1 hour flight, choose coach. Just getting into the seat was tough, and I’m 6’0”, 180lbs, small by today’s standards. The Hawaiian Airlines seat was rock hard with no leg room. Reclining seats do not exist. On the return flight we were delayed 30 minutes. Upon arrival on Maui I could not walk off the plane and waited until they found a wheel chair and attendant. Travelers should pick an airline that thinks tiny seats for the growing public is great and Boycott them for one solid week and do the same for another disgusting airline the following week. Complaining does nothing. Money Speaks in a loud voice that these overpaid airline CEO’s will hear. We want our 1970’s room back.
There is no Aloha in intentional pain and suffering inflicted by Hawaiian Airlines or those just as bad or worse.
Aloha Kimo G, I’m so glad you posted your comment! People need to understand that even for a short interisland flight coach seating is ridiculously uncomfortable. If you are an older person like you and me, it is too confining. 34 inches of pitch in coach seating used to be the norm, now it’s impossible to find unless you go “premium economy” on a long haul wide body, or first class on a narrow body aircraft.
Mahalo Nui.
USC-c? Sweet!! The only reason I own a usb a cable is Alaska airlines
Expect people to walk around the plane to circulate the blood in their legs. Can you get blood clots from lengthy sitting in tight spaces like that? I’m a normal 5’4 in height and size and I remember my hips were lodged between the arm rests last time – I was surprised, never noticed that in the past. That may start claustrophobia for sure, now…🙁 such unpleasantries. auwe
Let’s not get carried away by hyperbole here. Alaska have not gone from 34″ to 30″ overnight. Their standard economy has been 31-32″ up until this change. This change represents the loss of 1″, placing Alaska 1″ shorter legroom than UA (31″ standard), DL (31″ standard), AA (31″ standard) for their narrowbody aircraft.
This aligns Alaska on par with Hawaiian, which is already at 30″ for their A321neo aircraft.
The loss of 1″ will likely not be noticed by the vast majority of fliers, but these days, any loss of personal space is a step in the wrong direction.
Drew – I am not sure what you are looking at.
AA is a 30 inch pitch is regular coach on the A319, 737 series, etc aa.com/i18n/travel-info/experience/planes/planes.jsp It’s tight A320 is still 31. A321Neos though are 30
United economy is the same 30 inch on the 737 series.
Alaska is not the first, but it joined this group. 30 inch pitch is ridiculous, but as long as customers pay for it, it will be there. I try hard to avoid this, but sometimes I am stuck
In 2000, American Airlines launched their “More Room Throughout Coach (MRTC)” initiative. They removed 6.4% of their capacity to provide most economy passengers with 34″ legroom.
It was a dismal failure. When faced with a choice between more legroom or a cheaper fare, the decision was unmistakable. People voted with their wallets – even when the difference was $10 or less per person. American was forced to walk away from their experiment.
All I can say is I hope this doesn’t come to East coast routes. I imagine with my back I’d have to be physically extricated from my seat and my back would be out for the first week in Hawaii. Has anyone been physically hurt from these seats and sued? Next thing they will be removing screens from Hawaiian planes and charging for access to them. Flying transcontinental on Alaska economy was physically painful for me, unable to sleep on a red eye due to discomfort, and they didn’t even have screens or working USB ports.
More space should be a requirement when flying for any longer length of time(as in the mainland). Nothing extravagant in size, just normal legroom, not less. I need room for my legs too not just my behind. The whole Hawaiian experience is just getting worse.
The great thing Cody is you can buy an extra room seat from pretty much every single airline
You’re missing the point, which is, what used to be a comfortable coach seat is no longer available. To get one, you must pay extra. Many travelers to Hawaii (apparently not you) can’t afford to pay extra for a more comfortable seat, especially now since Hawaiian vacations almost break the bank of many travelers. Years ago, practically all airlines had very comfortable economy seats with good padding and 34″ or greater pitch. But now that airlines are trying to increase profits, they are cutting back flights, which increases the load factor on the remaining flights, and consequently more profit per flight mile. It’s all about the Benjamins.
I travel to Hawaii to see our kids. We fly American. It was economy. I am short but the seat was so uncomfortable, I will never fly American, if I have a choice.
As I am playing the song in the back ground while I’m typing this, “we’re not gonna take it” by twisted sister…I won’t buy an airline ticket. I will travel somewhere else by train or car. No biggie. My money honey! Money is where it hits these greedy leeches! Money makes them listen when seats are empty. They will continue to make us suffer while they get richer only if we all allow them to continue to treat us this way.
Great idea however Hawaii is an island and to my knowledge they haven’t yet built a bridge far enough to the mainland to put that highway and train track on. lol!
In my experience I’ve enjoyed free leg space, meals with snacks. I’m towards the end of traveling, decreasing leg space is now a serious detriment to my life. I could form life threatening blood clots in my arteries that could lead to a heart attack, stroke as soon as I make my way through the terminal. I can’t afford to pay more on social security. I’m born and raised in Hawaii. I have no choice but to take your life threatening flights. I pray everyone in my shoes makes it to the other side safe and healthy.
Thank you for speaking out on this. Unfortunately, it will not make one iota of difference as the planes are flying without an empty seat. The only way to show them is not to fly and have the planes go out half empty…at least in economy. Premium/business/first will always be full due to mileage awards and the enormous amount of accumulated wealth in this country. That’s where the airlines make their $, so a half empty economy section only benefits the flight attendants, which is not a bad thing for them, considering how their union contracts have weakened.
We won’t ever be going back to Hawaii. We had been going there since 1980. But now with airport tax, extra fees and all. We will go visit other places. I’m sure all these additional charges will impact number of visitors to Hawaii.
At 6’5″ and 270 pounds, flying is either very expensive or very uncomfortable. Used to love going to Hawaii, but it is not so much fun any more. Flying in general has become a grind.
In our experience one of the last big Airlines with wider, comfortable coach seats, and some with a metal drop-down footrest, was Air Canada. Competitor WestJet, arrived with those slimmer, trimmer, short pitch, rock hard and exceptionally uncomfortable seats. None of the jokes they told 20 years ago let you forget the experience.
While a person of size may be able to get a seat extender, purchase an extra seat, sit in a premium cabin, or theoretically weigh less, there’s nowhere to go but premium if you’re over 6′ 6″ like members of our family. It’s infuriating and blatantly discriminatory. They cannot make themselves shorter, or smash their legs into a coach seat. Its offensive paying extra for being physically taller. Over the past few decades I figured we’ve gone around the world first class multiple times for what we’ve had to pay extra just to arrive anything other than crippled.
Well said GM, at 6’3″ I feel exactly the same way as you taller people do. 🙂
Recently flew RT Honolulu to Hilo. Even though we were Zone 2 Row 5 all the overhead bins were already full. First, get rid of Roll Aboards. Make them pay & check them. Second, do not allow people sitting in the back of the plane put their items in the bins in the front of the plane? It’s amazing to me to see what people are carrying onto the plane just to avoid checking a bag. More enforcement please.
Pay double as coach, economy etc. IMO the airlines have learned how to be the first in emptying ones wallet before the next person. Everything in Hawaii costs twice as much as some states in the USA to eat basic fast food etc. If Hawaii charges surcharges,fees, more taxes, reservation fee’s and such how does it make the airlines look when they imposes added fee’s or raises prices for economy? Hawaii does it why not the airlines? The airlines just want a piece of the pie with the Hawaii spending up with less tourist’s only this tactic is with the airfare. IMO if you plan a trip to Hawaii you will get jacked in everything you do, shop, and stay. Plus now airfare seating.
Does first class still exist?
What is lacking in the article is what it costs to fly a plane from, say, Seattle to Hawaii. Simply fully staffed, fulled outfitted, etc. Then, divide that by the number of seats to find what the average cost per seat is. I don’t know the answer but I would bet that a full plane of “economy” passengers at the only leg-room space would lose money. While I don’t doubt that they are looking for more ways to increase income, carrying fewer people at a lower price isn’t one of them.
Spoken like a true shareholder! Think about it,the airlines used to have no problem with the amount of economy seats they had and still turned out profits. I think the airlines and the state should be ashamed of themselves for all the price gouging,but that’s the reality of business these days. Greed & profits 1st then maybe some public concerns. It’s making things harder for us to come back home. All my family is their and I’m in California so I can make enough money to return home,build my house and live. The way things are looking, I’ll be lucky to build a shack to die in. The next step will be for us to take my money to some place more appreciative of hard working kamaainas,like Tahiti! Sure it’s a few hours longer but after all the upsells just to get a seat the cost is about the same and the dollar goes farther! Might as well see the birthplace of Aloha culture.
Nobody is forcing people to fly, it’s their choice. Airlines are like any other business, to make money. You can do your own research, seat pitch, airline quality, amenities, coach, premium, business, first, etc, and pay what you want to pay.
Like buying a car you have many options just how much you’re willing to pay.
So if you don’t do your due diligence and research then that’s on you. 🤷♂️
No body forced Alaska Air to purchase Hawaiian either. Alaska Air made some pretty sweet nothing promises in order for the feds to allow the hostile purchase. Feds were properly representing the individual person over profit; however, time is now to pay for that takeover.
If Alaska didn’t bail Hawaiian out some other airline would have or they’d be out of business and people would still be complaining.
No one is forcing us to fly? What are we supposed to do, John? Swim?
Don’t be ridiculous. Build yourself a voyaging canoe. Thats what they are for.
/s
Don’t go or leave. It’s your choice.🤷♂️
Yes, it is the continued devolution of all tiers of seating. I’m lucky enough to be able to choose the occasional first class seat, but more often than not I now make sure at least the long leg in my trips to and from Hawaii are in true “Premium Economy”, available from AA, DL, UA and others on select widebody flights.
But even here the airlines mess with us, counting on the articles about the rise of true “Premium Economy” (BoH included) to confuse us into thinking a few extra inches in a narrow Economy seat that the Airline calls “Premium” is what we’re looking for. Caveat emptor, as even Google Flights will include extra-legroom narrowbody flights in its results when you request Premium Economy”.
Due diligence will always be our friend, and I’m happy BoH continues to give us the insights that help us craft the Hawaiian vacations we want.
Aloha,
So, is there another industry that treats its customers like garbage and charges more for doing so? Asking for a friend…
Mahalo
There are all sorts of industries that treat customers like garbage.
Banks, gas stations, grocery stores, cable companies, cell phone companies. Come on.
As usual, Alaska has once again shown “profits before people” in making these changes. I’d gladly pay an additional 50% to an airline to get back to what made a trip to Hawaii so memorable from the beginning of the trip to finishing it off with a decent seat coming home.
Nothing ruins your “Aloha spirit” by being inconvenienced, uncomfortable, unfed, and mistreated like Alaska and other airlines are doing…..
Shameful!
Alaska is the last of the majors to go to 30 inch pitch in regular economy.
Come on man. Profits before people is every company in America.
Dumb. The cost of the plane has to be absorbed somehow. Key is finding the right mix of seats at the right price
Overall, airlines don’t make money flying people. They make money on their loyalty programs which subsidizes airfares. Alaska as a whole in 2025 had a 4.9% operating margin, but without loyalty revenue would’ve had a -11.4% margin. If they were charging what it actually costs to fly someone from A to B, airfares would be significantly higher and interiors be much more uncomfortable.
When is enough enough?
That’s the end of my flying Hawaiian. Cramming passengers into smaller spaces fir lo g flights is a no go for me. I’ll fly to destinations that sadly other non-US based airlines fly. The long flight is a major factor in selecting a vacation destination, making it less comfortable and more expensive is a hard no.
We paid for upgraded legroom on AS’s nonstop from PDX to LIH. Flight from PDX to LIH is in January, go back to PDX in February. We’ll see if it’s worth the extra money over UA’s flights which go from PDX to SFO to LIH in E+ (which we have taken a number of times in the past).
Hmmm… Note to self: Remind me not to fly Alaska… AA has a pretty good PE with comfy seats, footrests, decent legroom etc for just a few hundred bucks more then coach. Is it worth the price? U Betcha!
Best regards
Agree completely Jay H. Unfortunately, as the airlines continue to mass market and label their extra legroom seats, there will be a lot of confusion among the traveling public. People need to be aware that a true “premium economy” product, on a wide-bodied aircraft, is very much like a domestic first class product on the mainland. Comfortable recliner seats with foot rests, full course meals, and complimentary alcohol. It will come with a price usually 50% more than an unrestricted regular coach ticket, but well worth it. It does not at all resemble coach seating with a couple extra inches of legroom and nothing else.