If you want a normal economy seat with perks on a Hawaii flight, you may soon be paying a lot more. What’s already happening during the airlines’ earnings season, together with events in Europe, is quickly becoming the new playbook for airlines flying to Hawaii.
Basic Economy creep hits Hawaii.
Delta Air Lines has just made headlines for hiking the surcharge to escape Basic Economy, first for European flights. Instead of the $60 upgrade it used to cost to move into standard economy from basic economy, travelers are now being asked to fork over $110 or more round-trip for the privilege of selecting an economy seat, earning full miles, or avoiding last boarding. That number has quietly doubled over the past few years.
Already in Hawaii, Hawaiian Airlines, Delta Air Lines, and United Airlines are charging up to $70 more each way to avoid Basic Economy, depending on route, even as passengers brace for major airline downgrades. Alaska is currently charging up to $55 extra, and American is charging to $60 extra. The painting on the wall is clear, however. It looks like the airlines’ desired threshold will soon be a minimum of $100 extra each way if they get their way.
Why does this matter for Hawaii? It’s the same pattern all over again, just across the Pacific.
Delta, American, United, and even Hawaiian have leaned hard into Basic Economy as far more than a class of service. It is instead a tool to upsell, restrict, and segment passengers to the maximum extent possible. It’s less about offering choice than it is about leveraging severe pain points including no seat selection or boarding last, or restricted carry-ons (United), to steer you toward the higher fare more readily.
Until recently, many Hawaii routes escaped the worst of these Basic Economy restrictions. But that window is closing fast. The Delta-Europe model is likely a preview of what’s to come for all airlines’ flights headed toward Honolulu, Maui, and beyond.
The new strategy: restrict cheap fares, not raise prices.
In Delta’s latest earnings call this week, CEO Ed Bastian didn’t dance around the plan. He said the airline is keeping capacity in careful check to preserve pricing power. That means fewer discounted seats, less wiggle room to shop, and more pressure to upgrade.
According to Bastian, Delta will be “disciplined with capacity” to drive profitability. That’s corporate speak for this: airlines don’t need to lower fares when they can make the cheapest seats so uncomfortable that customers are almost certainly willing to pay more to avoid them.
This strategy is working, too. U.S. carriers are using Basic Economy as a throttle. They offer seats that appear to be cheap on Google Flights and other search engines, only to then reveal baggage fees, limited mileage accrual, and the real possibility of a middle seat next to the lavatory unless you pay significantly more money. It’s a psychological trap—and a very strategically planned and profitable one. No one said that the airlines’ aren’t smart.
It is in some ways similar to car rental companies forcing customers into insurance to avoid the pain of AI damage scanning, which is resulting in fees even worse than the car insurance ones that become the alternative.
That same tactic is very much alive in Hawaii. Quietly, across the board, we’re already seeing clear signs.
Spotting the shift on Hawaii flights.
Search for a roundtrip fare from the mainland to Hawaii. The prices look more reasonable at first, that is, until you try to go through the process of picking seats, check a bag, or accrue miles. In many cases, you’ll now find up to a $140 per passenger difference between the Basic Economy fare and standard economy round trip.
Until recently, that difference was often under $100. The creep is distinct and incessant.
Even Hawaiian Airlines, which had historically resisted the race to the bottom, also offers its “Main Cabin Basic” fares that strips away refunds, exchanges, seat choice, flexibility, and benefits. The airline says these fares help them compete with others, which is undoubtedly true, but the effect is the same: fewer real choices for travelers who don’t want to play upgrade games.
On Alaska Airlines, which acquired Hawaiian and has rewritten the rules, we’re watching to see whether their low-friction model changes. For now, Alaska’s “Saver” fares already mirror many others’ Basic Economy rules—no advance seat assignment, no flight changes, and limited boarding. The big question is whether the entire industry will follow Delta’s path and try to double this fare difference by 2026.
Travelers are already frustrated.
In our reader comments, the feedback has been sharp and consistent. As one frustrated traveler said, “I used to be loyal, but now I feel like I have to fight the airline just to fly comfortably.” Another wrote, “Basic economy isn’t a cheaper option—it’s a punishment for not paying more.”
It’s not just about the money. The experience has changed. Many Hawaii-bound flights are six hours or even longer, and being trapped in a middle seat feels especially grating after dropping thousands on an island vacation. These are not after all short hops.
And unlike some domestic routes, there’s no easy workaround. You can’t skip the flight and drive. Hawaii is all-in on air travel. That’s in part what makes this trend more significant for island-bound visitors.
Airline math has changed since Covid.
During Covid, airlines removed change fees and offered more flexible fares. However, behind the scenes, they also began designing new fee structures to compensate for the prior lost revenue.
Basic Economy was indeed one of those perfect tools. It lets airlines advertise low fares, while nudging travelers into higher-priced options. What used to be perks, such as seat selection and access to early boarding, have become chargeable upgrades. The result: most passengers end up paying significantly more than the advertised fare.
What’s different now is how far that spread has grown. A $40 to $50 upgrade might feel somewhat fair just to know where you will be sitting. A $70 to $110 one doesn’t make up for it, especially when nothing else about the flight has improved.
What Hawaii travelers can do.
The main advice is to look carefully before you book. When shopping on Google Flights or elsewhere, don’t just go by the lowest fare. Click into the options and see what’s included and what isn’t before you pay.
Be cautious when booking through third-party sites, as they may make fare class rules less obvious. If it doesn’t say “includes seat selection,” you’re probably looking at Basic Economy.
And if the upgrade cost is greater than $50 each way, ask yourself what you’re really getting. If the flight looks full, with the seat map showing mostly only middle seats available, you may be paying a premium for very little difference.
One workaround? Check multiple airlines. Sometimes one carrier’s standard fare is cheaper than another’s basic fare, even if they’re flying the same route. This happens often on the most competitive West Coast to Hawaii routes.
The big picture for Hawaii flights.
What Delta just did to Europe is a global pricing test. If it works, which seems almost a certainty, and travelers continue to opt up without complaint, you can bet Hawaii will receive the same treatment.
We’re already halfway there. Basic Economy on Hawaii flights has gone from rare to routine. The next phase is making the gap so painful—and so expensive—that travelers click “upgrade” to avoid the misery.
It’s not a fare war. It’s a comfort war. In this case, airlines are counting on your discomfort to fund their bottom line. Are you game?
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I had the misfortune to try and fly Hawaiian Airlines from Las Vegas to Maui this year. Airlines now appear to feel they have the right to misinform and outright be abusive to passengers. Now, the price hike to allegedly “pay more for less abuse” is an outrage and to be avoided. I paid extra for more legroom….only to have a tray table so tight I was miserable! The boarding staff appears to hate to see passengers… you can’t even have ice on the flight. Despite Hawaii being beautiful…. I don’t recommend succumbing to the abusive airlines! This destination is not for older people to handle airports that provide no where to sit, poorly marked information, long wait times to check in, long walks to departure gates. Top this off with $17 hot dog since there is nothing to eat for over 6 hour and this trip is not worth the Hawaiian Airlines Abuse Plan.
At the end of the day, it all comes down to economics. I have XX amount to travel to XX. I look at air, accommodations and car rental. And any other things I plan to do = Total costs. Can I afford that? Do I feel it is a fair price? Yes I go or No I do not. Where else could I go for the equivalent price or similar experience? If accommodations and car rental too expensive and travelers stop coming, airlines will reduce capacity. Same effect if airfare too high. It is all about supply and demand, Economics 101. Finding a good mix is paramount. What do the people of Hawaii really want? I’ll see you in Kona next month for my two weeks. Affordable for me at this time.
Unfortunately, as a Hawaiian Air loyalty member (visited 3x last year)….. I’m feeling neglected by increased airfares, hotel rates & disappointing over priced dining options.
In its place:
travel to Cabo/Baja (offering 3hr flights from SFO) has replaced my Island adventure…..Baja offers more authentic travel experiences, favorable exchange rates &
I feel more welcomed & respected.
Adios Hawaii🌴
Thought I read one of your articles on Alaska’s BOGO promo.
I tried to book a HNL to PDX but since flights have to depart after 5pm for the promo fare, flights HNL to PDX after 5pm have stopovers, most with a few hours layover. Plus stopovers can be in Maui, LAX, SLC etc. Low cost fare if you dont mind coach/economy seats, but $1400-1500 for R/T extra comfort. The worse part is you cant choose a seat right then. Website instructs you to go to the HAL website to view seats. How inconvenient is that?!?
A bit change I traveled a lot in the 80s 90s mid 2000s yo Europe 2x a year…free seats, free luggage great service…that will never be again.
I travel to Oahu every other year. I usually fly 1st class because it’s a 12 hour flight. What used to cost about $2500 is now in the mid 3,000s to 4800.. this is outrageous. I shop around on the different airline sites to try and find a better fare…but it is getting difficult.
People are not interested in traveling where they feel unwanted and not appreciated.
It is long past the nickel, dime, or quarter methodology. Try $20s, $50s, and maybe even $100 as I write this reply. Real competition no longer exists in the industry. All airlines are out to drain your bank account by various means. Accept that fact and have a wonderful flight.
I think the moral of the story is go with foreign airlines, they seem to be slow to these cut throat ideas.
Sorry to bust your bubble but foreign airlines can’t operate domestic routes, which flights from the mainland to Hawaiʻi are…
These fares are a tax on families, especially those with young children who must be able to choose seats so parents can sit next to toddlers. Living in Hawai’i is expensive enough and now airlines are all but ensuring local families must pay a premium to leave.
That can’t change quick enough. However, our elected representatives are in the pocket of the airlines and won’t ever permit that to happen.
Think of it as a Destination Fee for airplanes. More expensive without just calling it a price change.
Then again I’ve always heard Hawaii flights are in high demand by elite flyers with lots of points to spend. But the overall yields are terrible.
Try flying on Canadian airlines. These policies have been in place for 3 years.
It’s still cheaper to go Ultra Basic, pay for luggage, and pay for better seats on the Red eye home. We have a choice of 2 airlines (UGH!) and they are both awful, and use predatory pricing practices. Because our dollar is shifty, flying US airlines is worse. So, we are very choosy when we travel, lucky to be retired and be flexible.
After the merger of Hawaiian and Alaska, the options to fly from SJC to HNL seems to have drastically dwindled, in spite of nearly every flight I’ve been on being full. I used to be able to choose from two flights, one from Alaska and one from Hawaiian. Now there appears to be only one flight, and flight pricing feels like 50% higher.
Is SJC the only place seeing half as many flights supporting a full load that supported two flights?
The dummies in Congress should have used legislative power to establish minimum seat sizes on airlines, but they missed their chance. Why? Because, you know, freedom (for the airlines)! They should take a second look and do it.
Airline pricing now makes “Premium Economy” the new standard economy of yesteryear. Make economy so miserable that passengers have little choice but to upgrade and spend more. And today’s “premium” is no more than a 2¢ pretzel and enough room to keep your chin off the guy’s head in front of you. There is no airline (or passenger) loyalty in the race to the greedy bottom. I used to be proud of Hawaiian Airlines — and even Alaska. No more.
Airline ‘Customers Service’ has become an oxymoron.
Totally agree, and to fly international now is the cheapest it’s been in many many years. Compare apples to apples 20 years ago and you will find that economy is cheaper than it was 20 years ago for the same seat. Domestic travel is a different story.
Economy may be cheaper but look at the difference in “service” and seat size.
It looks like the Airlines are taking a play right out of the Automotive Industry playbook! Advertise the cheapest airfair (car) possible. And then bait and switch. When you show up it turns out to be the Lemon on the Lot. Wow what will they think of next? Seats in the very back of the plane that don’t include Oxygen?
It is the customer who always decides on the ultimate value of something. If a corporation increases the price of a product or service, the customer decides whether to pay the increased price or simply go without. Boycotts work great, but only if the majority participates, which they never will. Sacrifice is a scary word, people would sooner have us all go broke and work for food than sacrifice anything, even a trip to Hawaii.
When is enough going to be enough for the airlines?
It will only be enough when the passengers say “That’s enough.” Keep shelling out those nickels and the airlines will ask for dimes. Quarters are next…
When you do not police yourself the “government” will police you.
Airlines used to complain that Jet-A was the reason for the rise in fares. Something SWest used to hedge to their advantage. Now the industry is an all out assault on the customer. The customer now must do the research for fares, print the tickets on their paper or use their phones to store ticke info. You now pay for bags, seats location etc. The airlines do not care about the customer one bit. Next time you see the happy go lucky catch-phrase advertisements remember the only thing these vultures care about is how much they can pick from your wallet.
Sorry, but as has been commented here, it’s the ‘Corporate’ approach that is making the decisions for airlines. ‘Bottom line’ and ‘stock holders demands’ require them to ‘increase profits’ by whatever means they can conjure up. As I’ve said before, ‘you gotta fly’, and the airlines know it. How bad can it get? It will only get worse until people quit flying. How likely is that? Five hours plus or so to fly LA to NYC to see Aunt Minnie, or drive the interstate five to six days, each way? Do you have a choice? Yup, but it isn’t pleasant to think about.
I have yet to see a single headline, let alone multiple ones, about Delta Airlines and anything involving their “basic economy” fares.
Da-ram-ah!
OK they win, canceled our Oct. trip. Now we won’t spend our money on the airline or help the economy. There are lots of places to go here on the mainland that want us.
It’s simple. Pay for the seat you want. You’re spending thousands (if not 10s of thousands) of dollars on a vacation and you’re concerned about spending a few more dollars to sit where you really want? Maybe you shouldn’t be taking that vacation, then.
Friends don’t let friends book basic economy seats for a multitude of reasons.
Except for when it’s a military family who doesn’t have a choice but to fly there because that’s where they are being stationed. The government will only pay the most basic and cheapest rates. The rest is on the service member and family to pay for. It’s not always people on vacation making those flights.
Well, no one wants to pay more. Having said that, I think too many damn people are flying these days! People see something on social media and they head there; just for a photo-op.
Too many people can afford to fly somewhere for no other reason than to have lunch at some damn restaurant.
And everyone knows about over-tourism in Europe and other places.
So maybe, just maybe, making flights painfully expensive could provide a much needed crowd-dispersal effect on popular places.
You wanna go? Pony-up, slim!
(I’ll Never forget Waikiki Beach during COVID; people afraid to leave their houses and fly on a plane, whilst I was enjoying an unprecedented empty Oahu! It was surreal and so much fun!)