Alaska Airlines Expands with 17 Boeing 787s

In a move that might not have many of us gasping with surprise, Alaska Air Group is quietly ramping up its Boeing 787 order. It aligns perfectly with the skyrocketing long-haul ambitions of the carrier.

Alaska Air Group’s Dreamliner Dream Grows to 17 Jets

Flashback to 2018: Hawaiian Airlines initially placed a cheeky little order for the Boeing 787-9. Yeah, just around 20 jets—12 solid commitments and 8 tentative options. The goal? To freshen up their long-haul fleet dominated by Airbus A330-200s.

Fast forward to 2024, and Alaska Air Group stunned many by acquiring Hawaiian Airlines. This merger is quite the game-changer, folks. Part of this new chapter involves turning Seattle-Tacoma (SEA) into a bustling global hub by 2030, aiming to wow the world with a dozen long-haul routes. Ambitious? Very.

Feeding this grand plan, Alaska just nudged its Dreamliner count up by five. Now, they’ve got 17 787s secured under their wings. Although Alaska hasn’t shouted it from the rooftops, a little whisper from The Alaska Pilots Podcast spills the beans.

Alaska’s eye is firmly set on Seattle for long-haul Dreamliner journeys. By March 2026, they’ll launch a 787 pilot base there. Though flying A330s to Tokyo Narita initially, Alaska is eyeing new horizons, including Seoul Incheon and Rome, exclusively on 787s. It’s only logical they’d base their Dreamliner pilots here to save them insanely complicated jaunts from Honolulu.

With 17 Dreamliners, Alaska’s not just playing around. They’ll be well-equipped for Seattle’s long-haul routes, keeping some jets on standby and ready for when multiple frames per route become the norm.

Alaska’s Long-Haul Strategy: Get It Together. Fast.

Strap in, because Alaska Air Group’s story is nothing short of thrilling. Their leap into the long-haul market won’t be a cakewalk, duking it out with established giants without a bunch of long-haul partnerships for support.

The potential for success? Massive. They’ve got loyal customers, a sprawling Seattle network, ace airline partners, and management that knows what it’s doing (mostly).

But let’s not ignore the rivalry with Delta. Alaska has the local flights edge, while Delta reigns supreme with long-haul services and partnerships. Here’s what I reckon Alaska should focus on to clinch this saga:

• Despite their leap into long-hauls from Seattle with A330s, the in-flight experience is still wanting. There’s nothing contemporary or competitive about it, and there’s still no concrete plan for interior makeovers.
• The 787 Dreamliners? Great passenger experience, but they’re in the dark ages without Wi-Fi. Seriously? It’s 2024.
• Brand confusion reigns, with passengers boarding long-haul flights out of Seattle on Hawaiian-liveried jets, complete with Hawaiian service stylings. It’s like a mixed-up cocktail of airline branding.
• Meanwhile, the sparkling new Delta One Lounge in Seattle rolls out the red carpet while Alaska is tied up with plans for their premium lounge—which isn’t opening anytime soon.

To sum it up, I do think Alaska has the chops to make a long-haul success story, but they might’ve jumped the gun. A bit more gestation time might’ve led to a more polished rollout when first impressions really set the stage.

Sure, there’s a lot on the Alaska agenda right now. Two different air operator certificates, various unions—life’s plenty complex.

And about that new Seattle-Tokyo Narita flight? The initial passenger numbers are a bit low. They’ll likely climb, but why not take a breath and fine-tune their strategy a tad longer? Then again, these routes might already outdo the Hawaiian flights from Honolulu in terms of profitability.

Bottom Line

Alaska’s beefed-up their Boeing 787 orders, pushing it from a dozen to 17, thanks to some keen option flexing. Not shocking, but it’s a clear sign of commitment to making Seattle’s long-haul flights a major player. The biggie to watch? When these lavish flights will turn a profit.

I get it—Alaska’s adventure into this new frontier has its challenges. But a stronger opening might’ve helped them outshine the competition right away.

So, what’s your take on Alaska’s supersized Dreamliner order?

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