A new chapter in Hawaii’s aviation landscape began today with Alaska Airlines’ acquisition of Hawaiian Airlines, bringing a complex blend of hope and uncertainty. This merger, the first significant U.S. airline deal since Alaska purchased Virgin America in 2016, gives Alaska access to more airports, planes, and routes.
CEO Ben Minicucci has already outlined his vision of Alaska becoming a wide-body operator, leveraging Hawaiian’s fleet to support Alaska’s international expansion goals.
However, as Alaska looks to the future with growth plans, many questions linger about what this will mean for Hawaii. Potential shifts in routes, fleet management, and even the relocation of personnel and aircraft leave residents, employees, and frequent visitors wondering how these changes will affect the islands and their global connectivity.
What do Pualani and the Eskimo represent to Hawaii and Alaska?
Before the deal’s completion, widespread concerns existed about a possible culture clash between the two airlines. Steeped in its century-old spirit of Aloha, Hawaiian Airlines has long represented more than just an airline—it symbolizes local pride and a connection to Hawaii’s people and culture.
Since 1973, when Pualani first appeared on the tail of Hawaiian Airlines’ jets, she has symbolized more than just an airline—she embodies the spirit of Hawaii everywhere she flies. Pualani, meaning “heavenly flower,” represents the Hawaiian Islands’ grace, beauty, and culture. For locals, seeing Pualani at airports worldwide evokes pride and a connection to home. Like its iconic symbol, Hawaiian Airlines has long represented a link to the islands’ culture and identity.
Similarly, the Eskimo on Alaska Airlines’ tail has symbolized the airline’s connection to Alaska and its indigenous people since 1972. While the exact identity of the face remains a mystery, the Eskimo was chosen to represent the Arctic region and its people. For Alaskans, the logo serves as a reminder of the region’s resilience and deep cultural roots, particularly for those in remote areas who rely on Alaska Airlines for essential travel and goods.
The merger brings hope that both companies can find harmony while preserving what makes each brand unique. However, for many in Hawaii, the fear remains that Hawaiian Airlines could lose its distinct identity under Alaska’s corporate umbrella.
Alaska Airlines has an opportunity here to celebrate both Hawaiian and Alaskan cultures, leveraging the rich identities each brand has cultivated. If done well, the merger could create a powerful symbol of unity between these two unique regions. Watching the two airlines navigate their shared future will be a fascinating journey.
This concern was also articulated by JimT, a local who commented:
“Please, Alaska, don’t f*** up this important part of Hawaiian culture. One of the nation’s oldest, and it means a great deal to the people of the state.”
Widebody planes: Will Hawaii lose any of its long-haul hub?
One of the most pressing questions following the acquisition concerns Hawaiian Airlines’ widebody Airbus A330 planes, which have been critical for the airline’s long-haul international routes. Alaska Airlines, which has primarily flown Boeing 737 narrow-body jets, now has access to these larger widebody aircraft. Still, there’s already talk of moving some of them to Seattle to boost Alaska’s international footprint from its primary hub.
In an interview with The New York Times, CEO Ben Minicucci confirmed his ambition to make Alaska a wide-body operator, with plans to base some of Hawaiian’s A330 planes in Seattle.
“We saw the potential of us becoming a wide-body operator, being able to offer international flights, potentially in the future out of Seattle—there was so much to like,” Minicucci said.
For Hawaii, this raises concerns that Honolulu could lose its status as a major long-haul hub. Fewer international flights departing directly from the islands could have significant implications for tourism—Hawaii’s lifeblood—and could reduce the state’s current and future connectivity to key markets. Local travelers, too, may face fewer direct options, with more routes being redirected through Seattle, leading to longer and potentially more expensive journeys.
Flight attendants and employees: Relocation or job security?
For Hawaiian Airlines employees, particularly flight attendants and ground crew, the merger brings uncertainty about their future roles. Most Hawaiian Airlines crew members are based in Hawaii, enjoying a lifestyle strongly connected to the islands. However, with the possibility of some widebody planes being stationed out of Seattle, some employees may be faced with a tough decision: relocate or risk losing their positions.
Chris, a longtime Alaska Airlines flight attendant, expressed optimism about the merger but acknowledged that change is inevitable:
“The family atmosphere of AS is very evident. The ohana runs deep at AS, too. There will undoubtedly be changes, but the future is very bright for a now larger HA/AS family.”
While employees like Chris hope for a smooth transition, many remain concerned about the potential impact on their personal lives and job stability. Will Hawaiian Airlines’ very apparent ohana spirit survive the merger, or will corporate demands lead to a disconnection from the island culture?
Interisland travel: Will prices rise without competition?
A repeated concern for Hawaii residents is the potential impact on interisland travel. Hawaiian Airlines has long been the dominant carrier for these essential routes, but the arrival of Southwest Airlines a few years ago introduced more competition, helping to drive down fares. Many residents, like Gaga, fear that without enough competition, interisland prices could rise again:
“Hawaii residents really need Southwest in Hawaii. If they don’t have it, Hawaiian will go back to charging $150 for an interisland flight.”
If the merger leads to a shift in priorities, reduces competition further, or changes flight frequencies and aircraft types, residents could find themselves less satisfied and paying more for the short flights between islands—an essential service for both personal and business travel in Hawaii.
Financial implications: Stocks, integration, and what’s next.
In the financial world, Hawaiian Airlines’ stock has stopped trading, signaling the formal end of an independent Hawaiian Airlines. For investors, the next big question is whether Alaska Airlines can successfully integrate the two carriers without facing the financial and operational issues plaguing past airline mergers, including Alaska’s acquisition of Virgin America.
Alaska Airlines CEO Ben Minicucci, who led the company through the Virgin America acquisition, expressed confidence that this merger will go more smoothly, citing lessons learned from previous integrations:
“This is not our first rodeo,” Minicucci said. “Most of the folks are still here at Alaska that did that integration, so all those lessons learned are still vivid in our minds.”
Despite this confidence, many airline industry analysts have expressed caution about a range of potential risks. They note that Hawaiian Airlines is struggling with weak earnings and the broader economic uncertainty facing both Hawaii and mainland travel.
A future filled with both promises and questions.
The Alaska-Hawaiian merger opens the door to a new future for both airlines while leaving many questions unanswered. Hawaii’s air travel landscape is central to the state’s economy and lifestyle and is poised for significant changes. As Alaska Airlines moves forward with its vision, including international expansion and operational integration, Hawaii and its aficionados will watch closely, hoping that the unique culture and connections Hawaiian Airlines has built over decades are not lost in the complicated process.
And a final note about frequent flyer programs.
We are learning this afternoon that there will be an announcement forthcoming about both the transferring of miles between programs and the ultimate combination of the two programs. Look for that to follow soon, but you can expect to be able to at least transfer miles within weeks from what we were just told.
Hope and uncertainty reign as this new chapter begins. We welcome your input!
These concerns and questions are natural and entirely expected. Alaska management is keenly aware of the importance of the Hawaiian Airlines brand and cultural heritage. The Alaska Airlines brand has a similar heritage in the state of Alaska. Both airlines have been around for over 90 years. The very last thing Alaska management wants to do is f*** this up. Relatively short-lived Virgin America had nowhere near the importance of the Hawaiian Airlines brand.
“Base some A330s in Seattle.” Sounds like Virgin America 2.0. Alaska is just Hawaiian for the planes and crews and they’re gonna gut the rest of the airline. A sad day for Hawaiian aviation.
Alaska acquired Hawaiian purely as an investment to boost its bottom line. Alaska has already “sliced and diced” and analyzed the data. So, sadly for Hawaii residents, major changes are inevitable!
Shaved ice might just become snow cones.
Shave ice, not shaved ice… lol
Aloha M
Sorry for the technicality but in the state I live in we all get the dreaded plain snow cones without any tropical flavors.
Ben Minicucci really better not screw this up, he pissed off a lot of mainlanders when he absolutely ruined Virgin America. People bought that ticket for the experience, but he was so arrogant he just ruined it, and lost premium travelers.
I respectfully disagree. Alaska Airlines did not “ruin” Virgin America, as it had an unsustainable business model. I admit, Alaska didn’t perfectly execute the merger, but lesson learned. (I would proffer that other airlines did Much worse in their acquisitions — e.g., United buying Continental). Alaska Airlines is Very well run. Hawaiian Airlines has been a train wreck, with decades of poor management albeit with a great customer interface… NO aspersions to the flight crews over the years. Hawaiian was headed to bankruptcy without a merger…. That was pretty clear. (On a totally side note, Hawaiian ground staff has been absolutely Horrible for traveling pets — our neighbor has been hassled for a Tiny 8lb dog being “too big” interisland Oahu to Maui — Alaska has always been extremely reasonable — our 13lb dog has always been welcomed in-cabin). Hawaiian can be arbitrary and inconsistent at times.
Virgin America was awesome! I’m thankful I got to fly them once before Alaska ruined them.