Twenty years ago Alaska Airlines seriously considered eliminating first class altogether, but determined that they could better monetize the product instead. Now they’re betting more heavily on premium.
They don’t have lie flat seats even for cross country flights, and they eliminated Virgin America’s superior first class product after the merger, but they’re planning to add a row of first class to Boeing 737-800s and add a row of extra legroom coach (“premium class”) to their 737-900ER and 737 MAX 9s.