This is Window Shopping, a weekly briefing from Window Seat. Every issue covers essential news in luxury travel, spotlights one exceptional hotel, and shares personal updates or recent product discoveries.
Alaska Air Group hosted a joint investor/media day this week at its Global Training Center in Seattle, and I flew in for a first look at all of the improvements coming to Alaska and Hawaiian. The big takeaway? A huge bet on premium. Here are the headlines:
Lie-flat business class seats are coming to Alaska’s narrowbodies. You’ll find them on select transcon routes flown by the 737 MAX 10. It seems that they sacrificed a tiny bit of space (and privacy doors) to have the seats face the window instead of awkwardly facing the aisle, which I’m all for.
Alaska is launching its first true premium economy cabin. It’s called Premium Reserve, and it’ll be debuting on Alaska’s 787-9s and Hawaiian’s A330s in 2028, creating an entirely new product between business and economy. It’s incredibly comfortable AND—finally—has a 16” entertainment screen.
Atmos Rewards members can now choose how they want to earn points and status points when flying: either by distance traveled, dollars spent, or flight segments flown. It’s a very welcome, traveler-first approach in an industry that has largely moved toward spend-based loyalty, and especially useful because a frequent short-hop flyer and someone regularly flying long hauls don’t necessarily benefit from the same formula.
Two new, end-to-end experiences are coming for the airline’s most premium passengers: Aurora for Alaska and Leihōkū for Hawaiian. You can expect dedicated check-in desks and exclusive lounge access at Seattle and Honolulu, plus upgraded dining, service, and upgraded business class suites onboard.
“Checklist tourism” may finally be on its way out. That’s my favorite finding from Hilton’s recently released 2027 Trends Report: more than half of travelers say they feel pressure for their trips to look good on paper rather than simply feel good. Now, Hilton sees travelers increasingly embracing what it calls “ish” travel, aka itineraries based on what people actually want to do, not what they think they have to do. I’m guilty of trying to maximize every moment of a trip myself, but I'm also ready to let vibes take the wheel a bit more.
Remember when Nathan Fielder hyperfixated on “fixing” aviation? Congress was apparently paying attention. Last week, the Senate unanimously passed two bipartisan bills aimed at addressing one of the issues explored in season two of HBO’s The Rehearsal: discouraging pilots and air traffic controllers from seeking mental health treatment for fear of jeopardizing their medical certification and careers. It still has a ways to go before it becomes codified into law, but everybody say thank you Nathan for his (unrivaled) commitment to the bit.
What’s Window Seat approved? Shop all my travel essentials here.
A product category I take very seriously, tangentially related to travel, is sleep. It’s something we do every night—so, worth investing in—but it becomes even more important on the road when you need to keep your body on a familiar schedule that feels good. In my typical sleep arsenal, you’ll find an eye mask, earplugs, and a sleep aid. Nothing crazy. And although the products rarely change, I’ve been testing out a few new additions that have since earned permanent spots in my kit.
Eye mask: my usual is a silk eye mask with a moldable nose bridge that you can form perfectly to your face to make sure absolutely zero light gets in. But after trying this version that has individual “cups” for your eyes, I think I might be sold. Especially good if you have a lash lift or extensions and can’t have anything touching your face but still want the benefits of a sleep mask.
Sleep aid: I’ve long been a proponent of taking my melatonin in gummy form, but I’m converted to a form factor that couldn’t be any easier: fast-dissolving oral strips. They taste good and they work, plus the packs are completely flat so they literally could not be any easier to bring with you on a trip. (Use my code zombietori for 10% of!)
Hôtel Massé — Paris, France
My personal list of must-try Paris hotels is already long, so any new additions have to reeeeeally inspire me. This one fits the bill. It’s a 40-room hotel in Pigalle, set in a classic Haussmannian building that feels distinctly Parisian without beating you over the head with it. I think it’s the specific mix of warm wood paneling, vintage furniture from the 70’s, contemporary art, and the occasional balcony or bathtub tucked beneath the eaves that sucked me in. Plus, how could you not love all the hyperlocal details? There are pastries from neighborhood bakery Le Pain Retrouve, Typology bath products, and chocolates from Parisian maker Plaq. It gives intimate, unfussy, and very effortlessly cool.
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Window Seat covers the intersection of luxury hospitality, aviation innovation, and the culture of modern travel, written by Tori Simokov, a writer and designer based in New York. For partnership opportunities: tori@v1projects.com. You can also connect with her on Instagram, TikTok, or ShopMy.