Alaska Airlines Signals Global Ambitions with Historic 110-Jet Order and Aurora-Inspired Identity
In a decisive move to transition from a West Coast specialist to a major international player, Alaska Airlines announced its largest-ever fleet investment on Wednesday, January 7, 2026. The Seattle-based carrier has placed firm orders for 105 Boeing 737-10 aircraft and five Boeing 787-10 Dreamliners, with additional options for 35 more narrowbody jets. This multibillion-dollar commitment extends the airline’s delivery stream through 2035 and serves as a significant vote of confidence in its Pacific Northwest neighbor, Boeing, exactly two years after the mid-air door plug incident on an Alaska 737 MAX 9.
The order is a cornerstone of the “Alaska Accelerate” strategic plan, which aims to expand the group’s total fleet from 413 aircraft today to over 550 by 2035. While the 737-10—the largest variant of the MAX family—awaits final FAA certification, Alaska leadership expects deliveries to begin in 2027, providing the airline with the high-density capacity and low seat-mile costs necessary to compete on prime domestic and transcontinental routes. The addition of the five 787-10s brings Alaska’s total firm Dreamliner order book to 17, facilitating a massive long-haul push from its Seattle hub.
A New Face for International Skies
Coinciding with the fleet news, Alaska Airlines unveiled its first 787-9 featuring a new “Global Livery” inspired by the Aurora Borealis. Moving away from the traditional white fuselage, the new design utilizes a palette of deep midnight blues and emerald greens. This complex exterior required nearly 1,000 hours of labor and a specialized painting technique to capture the energy and motion of the Northern Lights. While the iconic “Chester” image will remain on the tails of the domestic narrowbody fleet, the Aurora design will serve as the flagship brand for the carrier’s intercontinental operations.
The airline’s international expansion is already underway, with several new long-haul routes now open for booking:
- Tokyo (NRT): Daily year-round service is already operational.
- Seoul (ICN): Five-times-weekly service is currently in operation.
- Rome (FCO): Daily summer seasonal flights begin April 28, 2026.
- London (LHR): Daily year-round service begins May 21, 2026.
- Reykjavik (KEF): Daily summer seasonal service begins May 28, 2026 (operated by 737-8 MAX).
Strategic Growth and Market Positioning
This expansion follows the successful 2024 merger with Hawaiian Airlines, providing Alaska with the scale to become what CEO Ben Minicucci calls “the country’s fourth-largest global airline.” The new Dreamliners will feature premium upgrades, including 34 enclosed Business Class suites with fully lie-flat seats and direct aisle access.
For Boeing, the deal validates the recovery strategy of CEO Kelly Ortberg, as the manufacturer recently stabilized 737 production at 42 aircraft per month. Despite the ongoing $10 million lawsuit from a former pilot regarding past safety incidents, Alaska’s management emphasized that their trust in Boeing’s turnaround and ability to produce quality aircraft is foundational to this historic order. As the airline prepares for its inaugural European flights this spring, it is betting heavily that a combination of Pacific Northwest heritage and global luxury will resonate with travelers on both sides of the Atlantic.
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