Alaska Airlines is making waves with its ambitious plans to expand its international reach, particularly focusing on Asia. Following its recent acquisition of Hawaiian Airlines, the airline is poised to transform the Seattle-Tacoma International Airport (SEA)
into its hub for long-haul flights to Japan and South Korea. Starting May 2025, Alaska Airlines will introduce daily nonstop flights to Tokyo Narita (NRT), with additional routes to Seoul-Incheon (ICN) expected to follow later the same year.
With the closure of its $1.9 billion merger with Hawaiian Airlines, Alaska Airlines now has access to widebody aircraft like the
Boeing 787 Dreamliner and Airbus A330, which will be employed for these new international services. Currently, Alaska’s fleet consisted solely of narrowbody jets, limiting its reach to destinations within North and Central America, but this merger fundamentally alters its operational capability.
Alaska Airlines Chief Executive Officer Ben Minicucci expressed optimism, stating, “From our global gateway in Seattle, we can conveniently connect travelers from across our network as they head to Asia and beyond.” This strategic expansion aims not only to capitalize on high-demand tourist markets but also to generate additional profits estimated at $1 billion by 2027.
Seattle is already known as
the largest carrier on the West Coast with 104 nonstop destinations across North America, representing about 55% of the domestic passenger market share. The new routes are expected to attract both leisure and business travelers — many of whom are aspiring to explore the rich cultures of Tokyo and Seoul.
These new connections make sense amid growing demand for international travel. MasterCard’s Economic Institute reported astonishing growth statistics, noting a 153% increase in U.S. visitors to Japan from 2019 to the first half of 2024, showcasing the nation’s immense appeal as a tourist destination.
Alaska Airlines is poised to tap directly
into this burgeoning demand with streamlined service from Seattle.
Specifically, Alaska Airlines will operate its Seattle-Narita flights using the same A330s traditionally utilized by Hawaiian Airlines. With 18 business-class seats and 260 economy-class seats, these aircraft offer ample capacity to accommodate travelers, including extra legroom options. Similar strategies are set for the Seoul flights, allowing for flexibility and enhanced service.
To sweeten the deal for passengers, Alaska Airlines is also promoting its increasing focus on premium cabin experiences. CFO Shane Tackett noted the uptick in demand from travelers seeking more space and comfort, hinting at plans to retrofit existing aircraft with additional premium economy options. Tackett elaborated, “During the past two or three years, most of the growth has been centered on our premium offerings, and we aim to continue serving this demand.”
This shift is echoed across the industry, with major competition simmering, particularly from Delta Air Lines, which has already invested heavily to maintain its foothold at SEA. Delta operates nonstop services to Tokyo and Seoul, anticipating Alaska's expansion — which will ramp up the competitive environment. Tackett acknowledged this pressure stating, “We believe this strategy will allow us to maintain and grow our Seattle market share.”
Alaska Airlines is not only altering the aircraft used for its new long-haul flights but is also adjusting its domestic schedule to facilitate more seamless travel from the East Coast and Midwest to Hawaii and beyond. Currently, they’re introducing strategic connections and frequencies to key markets to improve customer convenience.
Upon the merger’s completion, Alaska Airlines and Hawaiian Airlines will continue to function as separate entities until they secure a single operating certificate by October 2025. Minicucci has confirmed this separation, ensuring each airline's brand identity remains intact. “Hawaiian’s brand will be utilized for all Hawaii-related routes, ensuring loyal customer bases remain served well,” he clarified.
Both airlines will also ramp up their regional offerings to complement international routes.
For example, Hawaii will see increased flights from its major city hubs, allowing travelers to connect easily with the latest international offerings. Likewise, updates to Alaska’s frequent flyer program and premium services are on the docket, aiming to engage loyal customers eager for new experiences.
Meanwhile, strategic enhancements are planned for both travel lounges and premium products. Alaska Airlines aims to create flagship international lounges at its SEA hub, enhancing the travel experience for premium passengers. A new co-branded credit card with Bank of America is also set to launch, rounding out attractive incentives for frequent fliers.
Looking farther down the line, Minicucci envisions Seattle becoming Alaska Airlines’ global gateway with up to twelve international destinations by 2030. This promise of increased connectivity positions the airline for long-term growth and development. With the addition of widebody operations from Seattle and the potential for future routes based on customer demand, Alaska is steering itself toward a vibrant and competitive future.
The groundwork laid by this merger and subsequent expansion will not only benefit Alaska Airlines but also travelers who are now presented with wider options for international travel. The excitement for visits to Japan's enchanting culture, Seoul's vibrant energy, and the future routes beyond cannot be overstated.