Alaska Airlines just made an additional bold shift. Today, in a move that may on first glance not seem directly related to Hawaii, Alaska announced its exit from Dallas Love Field. While it might be viewed as a simple and distant route adjustment, it can also be seen as a part of a larger pattern that may directly impact Hawaii travelers
Alaska inherited those gates when it acquired Virgin America. Virgin fought for that space they acquired in 2014, and used it subsequently for up to 84 weekly departures. After Alaska acquired Virgin America, it eventually downgraded departures to 5 weekly roundtrip flights from Seattle, prior to eliminating their presence entirely today.
Moreover, with this move, Alaska gave up some of the last remnants of Virgin America as it is strategically consolidates. And, with its acquisition of Hawaiian Airlines still mostly remaining to be revealed, it signals major changes are coming, both ones we anticipate and ones we can’t.
This is not a merger with Hawaiian Airlines.
Perhaps a merger in name, this is instead a full acquisition, giving Alaska complete control over Hawaiian’s future. While the Hawaiian name will remain, virtually everything else—from fleet operations to branding—is on the table in Seattle.
Hawaiian Airlines is not Virgin America, but will it suffer some of the same fate?
Alaska Airlines has been around this track previously. When it acquired Virgin America in 2016, it initially suggested it would retain elements of that airline’s unique identity. It later walked back that claim to state that they “considered” doing so. In any event, within two years, Virgin America was entirely gone. Its branding disappeared, its fleet was absorbed and later sold, and Alaska eventually standardized everything to fit its own operations.
Unlike Virgin America, Hawaiian is not just a brand.
Unlike Virgin America, Hawaiian is something much greater. It is one of the most recognizable and valuable identities in the global travel industry, deeply tied to the brand of Hawaii travel itself. Its worldwide reputation, connection to the state’s economy, role in interisland travel, and more make it irreplaceable in a way that Virgin never was.
How Hawaiian Airlines’ Pualani Branding Took “Aloha” Global.
Hawaiian Airlines’ Pualani logo and branding are strongly woven into the fabric of Hawaii culture. The airline has spent decades reinforcing its image as an extension of the islands, from onboard hospitality to partnerships that showcase both in person and online, Hawaiian traditions worldwide. While Virgin America had a distinct personality, it did not carry that same cultural and economic significance the way Hawaiian Airlines does today.
A complete fleet and route overhaul is coming.
Hawaiian Airlines’ fleet will be used in ways that look very different from today. The first signs of change are already happening. This spring, Alaska will begin using Hawaiian’s Airbus A330 widebody aircraft to launch its first flights from Seattle to Asia. That move alone signals one of the first major utilization shifts.
Alaska operates an all-Boeing fleet and has long been committed to that strategy. When it took over Virgin America, it quickly sold off Virgin’s Airbus planes. Hawaiian Airlines operates Airbus A330s, A321neos, and is in the process of introducing Boeing 787 Dreamliners. The long-term future of those aircraft is now under Alaska’s control but it is unlikely that anything will change with regards to Alaska keeping those three fleets.
Hawaiian’s interisland Boeing 717s will face a different review. Alaska does not operate that quarter century old aircraft type, and there is speculation that the interisland fleet could be replaced by Boeing 737 MAX aircraft, Airbus A220, or Embraer E175/195. That decision will not be far off, while the actual fleet replacement may take some number of years to complete.
Fleet realignment will mean route changes. Some Hawaiian routes will continue to be altered as necessary to fit within Alaska’s greater network strategy. The focus will shift toward maximizing efficiency as is necessary for financial viability. That is expected to be the focus instead of maintaining Hawaiian Airlines’ existing fleet utilization structure.
What does this mean for Hawaii travelers?
For now, the Hawaiian Airlines we knew retains the appearance of being relatively untouched. But travelers should expect major adjustments in how the new airline operates. Time will tell if Hawaiian will still feel like the airline it is today.
Loyalty programs are already shifting, with HawaiianMiles to be fully integrated within Alaska’s Mileage Plan soon. Flight and routes will continue to be restructured, and service elements like onboard experience and interisland operations will be reevaluated. Over time, big changes are inevitable.
While Alaska says it values the Hawaiian brand—and we affirm that it surely does—as a company it has consistently prioritized efficiency and profitability. That focus is why it has been and continues to be such a successful airline in a highly competitive industry. If aspects of maintaining Hawaiian’s distinct persona prove too costly, history suggests they could be reshaped, but perhaps in a different way than Virgin America was.
Alaska just made another big move in reshaping its own future. But it is their Hawaiian Airlines brand that will face the biggest changes next. The months ahead will determine just how much of its storied identity remains intact.
We welcome your input.
Get Breaking Hawaii Travel News
During the summer of 2024, we flew Delta to Maui from LAX. It was because they were having a sale. What a mistake that was. Delta lacks the Hawaiian hospitality and didn’t even have any pineapple juice in 1st Class! I have to agree with everyone’s opinion about
Hawaiian and their level of service. I also agree that the excellence best be enjoyed while you can because it will shortly disappear based on Alaska’s prior acquisitions. I was thrilled when Hawaiian decided to add Long Beach and Ontario airports to their routes thereby negating the requirement to go to LAX. I suspect those two airports will disappear from the routes as part of the acquisition.
Having flown Hawaiian since 2012, it has always been a pleasant experience. Mahalo to all its employees.
Fare prices for the Front cabin are not discussed much here. However I must tell after extensive searching for routes where Alaska serves as well Alaska/Hawaiian markets I have found (Alaska/Hawaiian) fares to be “shocking”. So shocking that in a recent NYC-HNL F class search Hawaiian was now nearly $700 premium over Delta. In from Trans-Con Markets from San Diego and Los Angeles to Newark and Boston Alaska F fare were DOUBLE other carriers. In our bookings mentioned above we utilized Delta JFK-Honolulu and American in the Trans Con Market (Los Angeles-Boston) Our use of Hawaiian seem to be less and less. We are now exploring our Credit Card Options. The HA MasterCard has never been that great anyway.
Already I’m feeling a loss of benefits since the merger. The great low Hawaiian Airlines fares that bait me are no longer the same routes as I’ve been flying for years. My route from SJC to Honolulu makes me do layovers or travel at night to get the best fare. Disappointing.
There has already been noticeable changes since the merge. The scheduled flights are not as convenient. If it is Alaskan I gave to pay for check on baggage where on Hawaiian I don’t. If the changes continue I guess I will look for another airline.
I’m not keeping my hopes up. At this point I wouldn’t be shocked at all if Hawaiian is gutted and a complete husk by 2030. I don’t think Alaska has the will or cares about keeping the brand. All they wanted was the wide-body aircraft. Soon enough a majority of the wide-bodies are gonna be pulled from HNL and sent to SEA to fuel Alaska’s ambitions. It’ll be painful to watch the slow death of Hawaiian.
Bingo.
Sorry guys but you’ve stated in numerous articles that AS operates an all Boeing fleet and that simply isn’t true. According to Wikipedia, they also currently operate 86 Embraer E-175s and I’ve flown on those planes several times. However, it’s doubtful AS would replace the 717 fleet with those as they only carry 76 passengers as opposed to 128 passengers a 717 can carry. The A220 would be a far greater match for inter-island operations in terms of passenger capacity.
The Embraer aircraft are operated by Skywest. So technically they’re not AS, but as far as the customer experience, they are.
As you note, the capacity of the E-175 is smaller and I agree that they are an unlikely choice. The E-195 is bigger, with 100 seats in two class so that’s a possibility.
I agree the A220 would be a good choice with a similar size. I recently rode on one and it was interesting from the perspective that the economy seats are also 2+3 like the MD-80 / 717. They even have the awesome exit row spot with one seat missing in the row in front of you, giving a 5 foot open space.
Right. “Technically” they belong to SkyWest and Horizon Air operating as the AS regional fleet under the Alaska Airlines name.
I’ve flown the A220 many times and like the 3 – 2 layout like the 717 and to me, that makes it the obvious replacement for the 717.
You fail to mention that Richard Branson sued Alaska Airlines and was awarded millions for continuing to use the Virgin name. Alaska wasn’t allowed to keep any of the Virgin identity, even if they wanted to.
Let’s get real here. For all the talk of Hawaiian hospitality, inflight service, and Pualani gracefully on every plane, Hawaiian Airlines was heading for another bankruptcy. Hawaiian Airlines is not some historical artifact, it’s an airline, it’s a business, and to remain viable it has to eventually make money. It hasn’t been doing that for a long time and Alaska Airlines gave them a life line. Alaska Airlines owns Hawaiian Airlines and they are going to make all the changes necessary to bring Hawaiian to profitability.
Without profitability Hawaiian Airlines will disappear. So buckle up and hope for the best, but along the way changes are going to made, and Pualani will hopefully be pleased with the final results.
Aloha to all.
Hawaiian Airlines’ is absolutely not a major global or national brand. It’s big in Hawaii (a small state with fewer than 1.5 million residents), and somewhat well known on the west coast, but that’s it. A 2023 poll of airline brand awareness in the United States found that only 50% of Americans had even heard of Hawaiian Airlines, lower than American, Delta, United, Southwest, JetBlue, Spirit, Alaska, and Frontier. Hawaiian is really a minor regional brand, and less well known than Alaska. I think it makes sense to keep the Hawaiian branding on Hawaii flights. But let’s not pretend that Hawaiian’s brand is vastly superior to Alaska’s. The data don’t back that up.
Hawaiian is not known as an especially premium brand. Their lounge sucks. The free food in coach is bad. Their business class product on the A330s is dated. Their frequent flyer program is mediocre. Their global partners are limited. If anything, Alaska will improve many of these weaknesses of Hawaiian.
Don’t forget why Alaska bought Hawaiin. Hawaiin was going broke. There’s a reason for that. Inefficiency? Very likely. Regardless, some things had to change to remedy that problem. So changes should be expected. Alaska was not losing money, in fact they could afford to buy Hawaiin. Apparently their way of doing business is superior.
Just wait till all the 25% tariff’s on all the imported plane metal for fuselodge, electronics, engines, and all that. New plane orders will drop and repair parts will skyrocket so that trip to Hawaii will soon skyrocket also. Who knows how much future ticket prices will be? Good luck Hawaii with all the greed.
If you look at the electoral map, Hawaii definitely voted against these tariffs.
Yes, but they also voted in the incompetent politicians that are ruining their state.
I don’t think people realize just how big of a shift this is going to be. Hawaiian’s fleet, routes, and even onboard service could all change completely in the next few years. Not being a huge fan about how Alaska does things, this could be a letdown.
Yeah – I’m beginning to think that as well. It was bad management in the first place that put Hawaiian in the mess that it was that forced it’s hand to sell. Maybe that was a plan from said bad management in the beginning. Maybe – just maybe it’s time to resurrect Aloha Airlines (only with a better management team) get that billionaire that owns Lanai to see what he can do “for the people of the Islands”
I was a fan of almost everything about Virgin America, and it was painful watching Alaska strip away everything that made it unique. Fingers crossed they learned a lot from that and don’t repeat those mistakes with Hawaiian.
Blame Richard Branson, as he sued Alaska Airlines for using the Virgin brand and was awarded millions.
I really wonder what happens to interisland travel. The 717s are old, and replacing them with something else could take years. That’s going to impact all residents and visitors and what does Alaska have in mind. They haven’t said anything concrete so far.
This is such a huge unknown. Alaska says they value Hawaiian, but at the end of the day, it’s about business. If something isn’t profitable, they won’t keep it just for sentimentality.
If Alaska truly values the Hawaiian Airlines brand, I’d love to see them actually invest in improving that rather than just absorbing it into their own model. Hawaiian has something special, and that’s worth preserving as unique.
A good reminder that this wasn’t a merger—it was an acquisition. Alaska is calling all the shots now, and that means Hawaiian Airlines as we know it won’t be the same for long.
I just want to keep hearing “Aloha” when I board a flight! Hawaiian Airlines has a cultural feel that no other airline can replicate. If Alaska removes that, they’re making a huge mistake. My two cents.
The first real test will be what happens with the Airbus fleet. Alaska has always been an all-Boeing airline, so I wouldn’t be surprised if the A330s and A321s could eventually get phased out. That is when there are more planes available.
Getting rid of the A330’s is a given. Hawaiian had already started the process of replacing them with 787’s configured for more premium service, which I suspect was intended for more Asian service which never came back after COVID.
If Alaska does what it said it will after the merger agreement expires, they will keep the A321’s based in Hawaii and doing mainland turnarounds, with all A321 infrastructure and support based in HNL.
The 787’s are history for Hawaiian, though. Alaska Airlines isn’t doing all that international service they talked about with new 787 purchases.
It’s hard to imagine flying to Hawaii and not being greeted by the Pualani logo. Hawaiian Airlines is such a big part of the travel experience—I just hope it stays the way it is.
Alaska is a great airline, but Hawaiian Airlines has a completely different identity. If they try to blend the two too much, they risk alienating both their loyal customers and Hawaii residents. This is tricky.
As a Regional Carrier, Alaska was top notch, Program, Schedule, Service, with both they and Horizon. Cynically, with Boeing in deep trouble, between the 737MAX, the recently acquired Wichita facility and their Space Program, one would have to be very naive to not see some cozy arrangement that was expedited and allowed to go through in Q-4, between the FTC and the Biden Administration, in two One-Party States on the Left-Coast. Hawaiian, had issues, post-Covid, but so too did, Frontier, Jet-Blue, Spirit and even American in their Jet-Blue relationship, all negated by the Federal Government, save for Alaska-Hawaiian. What never gets mentioned is American’s relationship with Alaska, itself only 4 years old. Myself, I see Hawaiian being a memory, as is Aloha, and I see 737’s coming and going reducing the Luxury that was A330’s, and a generation before L1011’s and 747’s! Glad at 78, at 95 trips to Hawaii in the last 38 years, between Ige-Green, no longer worth it!
It was the Biden administration that sued Alaska on the merger and spent months interrogating the Alaska Airlines team. Then Mayor Pete holding it up further in an unprecedented DoT stance. This merger would have flown through approvals under the current administration.
I worked for Aloha Airlines. It’s was a great company. When they went under hawaiian had no competition. Inter island travel became very expensive, so I don’t know why they did not maintain viability in the industry.
I wonder how far Alaska Air executives will let AI run their business, forsaking customers.
I have flown Alaska since 1993 and they have always impressed me as the most consumer friendly airline. Not perfect, as nothing is, but they have always been very helpful when they didn’t need to be. Their telephone staff is all US based and can “fix” lots of things you can’t fix online. Many fliers from their original NW US service area are extremely loyal and go out of their way to fly Alaska even if the cost is a bit higher.
Regarding Alaska’s takeover of Hawaiian, once a single operating certificate is obtained, all bets are off. Alaska will be seen as an inefficient operation unable to realize it’s full earnings potential due to operating two separate airlines. Some group of outside investors may swoop in and take over Alaska just like what happened at Southwest. Then they will fully integrate everything into one airline. New colors, maybe new name, new logos, new management team, new board of directors. Don’t think it can’t happen. If there is money being left on the table, someone will grab it, just like at Southwest.
I’m looking forward to more international flights such as to Paris from perhaps Hawaii or San Francisco.
As long as AAG doesn’t touch the Airbus aircraft again, it should be fine. If they do, we will fly someone else
If they do to Hawaiian Airlines what they did to Virgin America, which was the biggest blunder in marketing and loyalty failure ever, I will work around the clock against the Alaska Airlines executives to force their hands. AA is just boring, VA was an experience – much like HA is.