Premium Reserve

California has enacted a new law aimed at third-party brokers who buy up golf tee times and resell them at inflated prices. The measure targets services that snap up desirable reservation slots at popular courses and charge golfers a premium, driving up the cost of a round. Reports say it is meant to protect everyday golfers from paying marked-up fees for bookings.

Alaska Airlines and Hawaiian Airlines have introduced Aurora and Leihōkū, new branding aimed at elevating the premium travel experience from curb to cabin. The announcement includes a new Premium Reserve cabin class and investments in the core guest experience across both carriers. Details of routes, seating and rollout timing have not yet been broadly reported, but the move signals the combined airline's push to compete for higher-paying premium travelers.