Hawaiian Airlines still doesn’t offer an actual premium economy cabin on any of its long-haul widebody jets, including the A330s that continue to fly as the island’s flagship between the mainland and Hawaii. That may change. Alaska Airlines has said those aircraft will be refurbished in the years ahead.
But for now, travelers flying to Hawaii remain stuck between two extremes: an old-school lie-flat business or standard coach, with or without extra legroom.
Meanwhile, the new 787-9 Dreamliners—once destined to become Hawaiian’s flagship with premium service—are being reassigned. Under Alaska’s direction, those aircraft are heading for international routes out of Seattle, and not as far as we can tell, to and from Hawaii going forward.
The problem isn’t just about aircraft type. It’s about what kind of experience these airlines now intend to deliver. Premium Economy isn’t a luxury anymore—it’s what widebody travelers now expect to have on offer.
While most major carriers are expanding that unique cabin and elevating service, Hawaiian flyers are still being denied it on widebody flights. Alaska and Hawaiian are still flying without a true middle-class product, and offering little in return to justify the gap.
For many, flying to Hawaii used to feel like the start of a real vacation. Now, it too often feels like just another downgraded domestic flight, with a higher price tag and fewer reasons to feel good about it.
For clarity: Premium Economy is not just some extra inches of legroom. It’s a distinct cabin with wider seats, deeper recline, elevated meal service, and other touches—like real tableware and dedicated crew. Think of it as the new space between coach and lie-flat, not a rebranded exit row or early boarding perk.
Across the airline industry, Premium Economy has become a key battleground.
Premium Economy has become a major focus U.S. airlines on longer domestic and international routes, including those to and from Hawaii. American, Delta, and United have all rolled out Premium Economy cabins, offering wider seats with more recline, a smaller, defined space, and enhanced meals that feels like it was designed for people. While PE is still a work in progress, it is fast evolving and is the space to watch. If you remember back to when flights offered first class, business and economy, this is the modern day version of business class.
We’ve flown it. On a nearly 5,000-mile flight from Washington, D.C. to Honolulu, United’s Premium Plus cabin delivered a noticeably elevated experience—plated meals on china, more personal service, and a seat that didn’t feel like a slightly stretched version of coach. It wasn’t Polaris’ lie-flat business by any means, but it didn’t pretend to be. It struck the firm middle ground that more and more Hawaii travelers are willing to pay for.
This isn’t about great luxury. It’s about a third option that offers a middle ground of air travel value and comfort: real menus and better food, seats that feel thoughtfully designed, and service that’s more attentive and refined.
Alaska and Hawaiian aren’t there. And until an actual premium economy cabin appears on the aircraft flying to and from Hawaii, travelers may be left with less, at a time when they’re clearly paying more.
What’s missing from Hawaiian’s Dreamliners.
As we reported earlier, in Premium economy is coming to Hawaiian Airlines, there are clear signs that Alaska intends to add premium economy to Hawaiian’s fleet eventually. That includes the aging A330s, which CEO Ben Minicucci said would “get a makeover in the next few years.” But the new Dreamliners? Although new, they were also delivered without premium economy – and yet they’re flying, albeit not competitively in that regard, on long-haul international routes right now.
Instead, the Dreamliner aircraft features Hawaiian’s lie-flat Leihoku suites in business class, a dense economy section, and a small section of “Extra Comfort” seats offering a bit more legroom but no enhanced meal service or amenities. There’s no middle cabin – no true step-up product for travelers who want more comfort but don’t want to splurge on a lie-flat seat. And that’s not just a comfort problem. It’s also a service problem.
Premium brand, economy execution?
Alaska has been loudly positioning itself and its prized purchase, Hawaiian, as a premium airline—one that’s different from the competition and worthy of commanding a fare premium. But as one reader put it, if the airline offers no premium economy and skimps on hot meals, can it still claim to be “premium”?
On longer flights, including those from the East Coast, travelers increasingly expect a third option—something between a cramped $600 coach seat and a $4,000 lie-flat seat. That’s precisely the gap premium economy was designed to fill. And it’s why competitors like Delta, Lufthansa, and even United have aggressively expanded their premium economy offerings in recent years. BOH editors paid $1,300 per person for United’s Premium Economy.
Alaska and Hawaiian, for now, are flying without that middle option—and passengers are noticing.
Premium economy is booming, just not at Hawaiian.
Premium Economy has become the fastest-growing cabin class on widebody flights. Airlines are investing heavily to meet rising demand. En Route—whose clients include American Airlines, British Airways, JetBlue, and Air France—creates onboard food and service elements designed to feel like business class without the price tag. That can mean bakery items like focaccia, herb-infused butter, printed menus, or snack boxes and meals that feel curated rather than standardized. This is a fascinating new industry trend.
These aren’t just menu upgrades—they’re subtle airline brand signals. The goal isn’t to spend dramatically more. It’s to create an experience that feels like someone thought it through first. Airlines working with En Route are betting that small touches—an unusual warm bread, a thoughtful plating, a story behind the meal—these can shift a traveler’s entire perception of value. That’s where Premium Economy is going now. It’s not just a seat. It’s become a brand strategy.
There’s no mystery to this approach. As one En Route executive put it, the goal is “smart, thoughtful enhancements that align with both operational realities and the evolving expectations of today’s traveler.”
Meanwhile, Alaska and Hawaiian are nowhere in this conversation. Neither of the two widebody airlines currently offers Premium Economy, and there’s no announced timeline for introducing one. As other carriers raise the bar for what mid-tier comfort looks like, Hawaii’s two main players are falling behind. And that gap may only get wider.
What Alaska has actually said.
To date, Alaska has not issued a definitive statement regarding the addition of premium economy to any of its fleets. However, in a media interview following the merger announcement, CEO Ben Minicucci did confirm that Hawaiian’s A330 interiors “will get a makeover in the next few years.” That’s expected to include a new premium economy product, though details remain vague.
As we reported in Hawaiian’s Widebody Dream Is Over And It Changes Everything, Alaska has signaled that its long-term fleet plan includes harmonizing cabins and improving premium offerings. But it hasn’t said when—or whether—those upgrades will reach Hawaiian’s newly delivered Dreamliners.
And with those aircraft already flying internationally, that window may have already closed.
A design choice or a design failure?
It’s possible that skipping premium economy made sense to Hawaiian when these aircraft were initially configured. But under Alaska’s broader ambitions, the absence of an actual middle cabin now looks increasingly out of step—and potentially costly.
No premium economy. No meal service that matches the price point. No public plan to fix either.
This isn’t about a one-off complaint. It’s about passengers calling out a pattern: airlines charging more while offering less, and delivering an experience that falls short of premium.
What’s missing isn’t just a cabin class. It’s the service layer that is used to define flying to Hawaii. And unless Alaska makes good on the promise to do better, this inherited gap in the product won’t just linger—it will define how Hawaii flyers remember them. This mistake at Hawaiian will come to sting Alaska sorely.
Have you paid extra for any airline’s Premium Economy or Hawaiian’s Extra Comfort? Did it deliver—or fall short? Let us know.
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Not having this will be deadly for Alaska trying to compete for Europe. Many employers, mine included, don’t do business class anymore. They put everyone in the premium economy. I’m not flying regular economy to Europe. I’d be a prime candidate for Alaska, flying 4+ times a year to Europe from the Pacific Northwest. But not until they add a real premium economy.
For those that haven’t experienced one, I think the best parallel is they’re like flying a US airline narrow body first class experience. United, Air France, Lufthansa and Cathay Pacific are close. Delta and Air France are a bit better. Air Canada is incredible, way above in their premium economy.
Good article. We are domestic and int’l FF,various airlines. Flying CA to HI with HA for 30+ yrs. Comments: 1. Your observations about the PE trends are spot on.
2. Flew PE with HA (free upgrade) SAN-HNL. A little more legroom, but seat width, food, etc are the same as Basic Econ.
3. Flew PE with Delta SAN-BOS (same distance as SAN-HNL). Delta really stepped up in the PE space: bigger seats, awesome service.
4. We used to fly HA domestic First Class but concluded that it was not worth the money. The food was barely etible.
5. Flew Bus Class with HA HNL-NRT Japan. HA BC international is like its domestic FC: a sad joke and waste of money. Everything: food, service, seats need improvement.
6. Flew BC with Japan Airlines NRT-HNL: fantastic experience.
7. Flew PE Select with Delta HNL-NRT Japan-awesome experience and value (We booked again the same trip with them to Japan).
7. Flew PE with Lufthasa SAN-MUN Germany. Great value, food, seats, etc.
I fly Hawaiian between Sea-Tac and Honolulu and I “upgrade” to Extra Comfort every time however I bring my own food and snacks because I refuse to eat a hard brick that’s supposed to be breakfast. Burger King is my go to flying back to Sea-Tac.
With all the “perks” disappearing from this Alaskan-Hawaiian merger I might be taking my business to, let’s say, Delta.
Alaska really has no option for a premium cabin on anything other than it’s inherited A330s and 787s and we already know that the 787s will almost exclusively be deployed on international long haul out of Seattle and will sooner than later have a premium middle cabin.
The A330s will eventually get a premium eco cabin but few of them will serve Hawaii except for the East Coast to Hawaii sectors. So premium is coming, no doubt but only to the wide bodies. The bulk of Hawaii flying will be narrow body from now on and that will be like it is now, domestic first class and economy with a section of extra leg room. Alaska isn’t a premium service airline now and I don’t see that changing on their domestic flying. They do however do a good job of marketing themselves as a premium airline.
What I’m reading currently, Hawaiian Air will not be the preferred way to the mainland as it has been for forty plus years. I’m sad that I find myself in this situation. Hawaiian Air is no longer in the position to make decisions for what is best for local customers. It is also my understanding that widebody planes will not be used by Hawaiian to Vegas and other mainland cities.
I hope, somehow Hawaiian Air will hang on to what it met to those of us that have been flying Hawaiian Air for many years. I’m also very concern about my Hawaiian Miles. I hope this not aloha to Hawaiian air.
Your Hawaiian miles are already one for one Alaska miles so you aren’t going to loose them no matter if the actual name of the program disappears. But you should sign up for Alaska mileage plan and then link your Hawaiian miles account to your Alaska mileage plan account sooner rather than later. I have my accounts linked and my Hawaiian miles still show up separately and accrue separately like they always have….. But technically the miles are all in the same pot.
Twice I’ve flown 1st class to Boston. Lay flat seats nice. But First Class cabin looks NOTHING like the above pictures. There is a tiny built in solid triangle shaped thing you’re supposed to use as a foot rest, but too far away (I’m 5’2″) unless I’m reclining, and it barely fits both feet. The person in the window seat needs to climb over your feet or you need to get up. No room for a carryon in front of you, no place else to put things. There’s no divider between seats, just the shared armrest. Your tray and your screen come out of armrest, and it’s claustrophobic. The food is served on real plates with silverware and glasses. But the two dinner choices were a bit strange, and I didn’t think it was that much better than the food in economy. Flight attendants on my trip last winter weren’t as attentive as the ones I’ve had in economy, and one was actually rude to me and others. 1st class attendants in June were better.
Very poor design, not worth it.
I have flown Hawaiian Airlines exclusively since they began flying to NYC (JFK), and was excited when they began flying to Boston. I fly RT several times per year and typically fly Extra Comfort seats. With my disabilities, I find it almost impossible to fly in regular economy. I’m only 5’2 but I can’t reach anything under the seat in front of me without getting up and kneeling in the aisle, and I can barely put the tray down. Extra comfort seats with the extra few inches of legroom make a big difference for me, and worth the price.
I made reservations on American Air for Premium Economy round trip flights DFW – HNL in late September and returning in mid-November. I was shocked that the fare was $2000 per person in a shoulder season. I used to be able to get First Class seats for that.
Who forgot that tourists on an airline are just considered cargo. Yes cargo. Everybody. Load luggage, carry on, and now passengers just to get from point A to point B without any service,drinks, etc. That’s all they are required to do unless items are deemed complimentary. Does your ticket ever explain complimentary drink, meal, and such? Does you ticket explain the difference in details about seat pitch,leg room or anything other than the class and seat class location? No
So all and all quit your complaining. Thanks.
Had an opportunity last fall to fly Hawaiian from HNL to LAS. Picked their “Extra Comfort” class for the flight. Never again. Like a gloomy, dingy dungeon with a soggy (very) hot pocket for a meal and one pass through w a large water bottle to offer a drink. Most of the seats were taken up by deadheading HA muckymucks and the FA’s spent most of their time chatting them up. They
have totally lost me with that flight and I really wanted to like it since I rarely have a chance to fly them.
Best Regards
What about First Class from the west coast to Maui ?
What about First Class from Honolulu to San Francisco ?
Would recommend looking at British Airways for an example of Economy, Premium Economy, Business Class lie flat, and First Class suites. When flying long haul or international I book through Alaska on British Airways to the extent possible. Their prices from the west coast to London for PE are as low as $1,000 each way. The service is impeccable. Until Alaska retrofits the Hawaiian planes with real PE or Business Class will book on partner airlines using Alaska to get the miles.
I think the bigger issue here is that Alaska and Hawaiian aren’t thinking like travelers anymore—they’re thinking like accountants. They see a seat as nothing more than a revenue unit, rather than a passenger with expectations. Premium Economy works not just because of the seat—it works because it sends the message that the airline gets it. Alaska inherited Hawaiian’s branding and cultural promise, at least so far,, and it’s squandering both by not addressing product gaps.
As someone who lives on Maui and travels to the mainland several times a year, I used to only book Hawaiian. But the last few years, it’s just not the same and I’ve been shopping. There’s no consistency, and everything from seating to meal service has been stripped down. I do need value—especially when these tickets are now often hundreds of dollars more than they were just a couple of years ago. And I like the idea of trying Premium Economy.
Honestly, this seems like a bigger deal for east coast flyers than for those on the west coast. When flying nearly 10 hours and paying more than many international destinations. Yet the onboard experience to Hawaii often feels like it’s been downgraded to the short-haul model. I recently flew United Premium Plus to Honolulu and it was a huge difference. I agree Hawaiian and Alaska need to catch up.
From a business travel perspective, this article hits hard. I fly SEA–HNL regularly, and it’s jarring how different the experiences are. On flights to Europe (I know, not comparable), I get real Premium Economy with a proper seat, more room, and upgraded meals. To Hawaii? I get upsold on Extra Comfort, only to receive the same exact roll I’d get in coach. At this point, it’s not about luxury—it’s about the airline respecting the customers.
I’ve been flying Hawaiian since the Aloha Airlines days, and I still remember when the onboard experience felt like part of the vacation. Now, the only thing that reminds me I’m flying to Hawaii is the ukulele music before takeoff—and even that feels forced. The “Extra Comfort” section is just economy with slightly more legroom, but the food is the same and the service has lost its warmth. I don’t expect lie-flat seats, but I do expect effort. Premium economy on other airlines actually delivers some as you called it middle ground. Hawaiian should’ve led on this.
When I flew to Hawaii this year, 2025, My comfort seat cost was I believe $85 or there abouts. I just made reservations for about the same time next year and the price for the same comfort seat is now $145 each way on Hawaiian. I’m a senior citizen and appreciate the leg room and not having to elbow my way on or off the airplane. But my goodness are we supposed to not notice these exorbitant price increases and greatly reduced service? As for the food, for a very early morning flight is appalling, It’s some soggy roll up sandwich of some sort.
I have been flying back and forth to Honolulu and all other islands for a very long time so I notice a flight attendant not attending. Came by once asking if I wanted something to drink, never saw her again except to pick up trash at the end of the flight. And it’s a 5-hour plus flight.
I visited my family in May from NY. I always fly Hawaiian non-stop JFK to Honolulu. This most recent trip was on the “newer” wide body. I paid to upgrade to extra comfort, as I usually do. I am going to say that the extra comfort seating is indeed an upgrade for an 11 hour flight. on board The layout of the 3-3-3, not so good. There is nothing to hold onto while navigating the aisle once in flight. The onboard staff looked exhausted and just done with their task. They were excellent, just visibly worn. The food was for the most part edible, but to whoever decides that eggplant is a good 11 hour flight food needs to be fired.
I was given the veggie section, because they had already run out of chicken. I am again, in the extra comfort area, not the last rows served. I am always pleased with the customer service from the start. Checking in, boarding, in flight , and especially the cockpit crew.
Just made points booking on Hawaiian for 2 RT PHX-HON next February. Extra Comfort was $140 each per segment (4 x 140=560). That’s an awful lot and hard to justify, but we did it. I guess that’s what they’re counting on! They had a new category called Preferred Seating for 95 each which are “our popular locations” but with standard (cramped) leg room. This is getting ugly!
We were loyal to Hawaiian for decades, but not so much anymore. The experience has slipped too far to justify the price. We’ve flown United Premium Plus and haven’t looked back.
The price jump between economy and lie-flat is almost always ridiculous. That middle cabin solves it for many of us.
I don’t need first class. I just do need some more space, a real meal, and to not feel like I made a bad choice. Have flown this on AA and Delta and it is hugely different than extra legroom. Just saying.
Alaska has a huge opportunity here to fix what Hawaiian didn’t on widebody. A real Premium Economy is what travelers expect now, not some luxury add-on in economy. They’ve acknowledged as much, but let’s see when PE actually shows up there.
We flew Extra Comfort last year and honestly, it felt like paying more to get the same meal and service. Not worth it at the premium we paid. It is definitely not premium economy in any sense.
Extra Comfort is not Premium Economy. It’s an upgraded Economy seat. True Premium Economy is a dedicated cabin with roomier, more comfortable seats than you find in Economy and better service.
This is a bit of a tempest in a teacup. With a large percentage of mainland flights operated by narrowbody aircraft, Premium Economy remains the exception rather than the norm. On narrowbodies, it’s called First Class, and in some cases, it’s the exact same seat.
This article kind of neglects that isn’t everyone considered a sort of premium economy on HA with
—Wide-Body Cabins, TV Screen—
in the back of all the seats at Alaska Hawaiian?
Seems to me Alaska Air Group actually now offers up to 4 levels of cabin service if not mistaken to Anchorage as well as most of the Islands with its traditional
HA-AS FWD Cabin Product
AS Premium Cabin Product
HA Everyone’s Premium A330 Product
AS Standard Coach Product
That is my take on things as it’s not as if Hawaiian is its own airline any more. It’s part of a much large business organization if one chooses to see the forest through the trees.
Not sure if you’re missing the point, but no there is absolutely No PE on Hawaiian or Alaska. PE is a whole separate thing, its own cabin, service. It will come at some point.
Internal company memo today has Alaska exercising 5 additional 787 options, 12 737 MAX10 options, and Hawaiian opening a 787 Seattle Base while committing to keeping the HNL 787 base at its current size capable of supporting 5 Dreamliners.