With the Alaska Airlines takeover coming to a head, some passengers booking Hawaiian Airlines flights are finding themselves on Alaska planes instead, often with little warning. The swap can mean different aircraft, seating, and service than expected, and readers say it’s not always an upgrade. Others are finding different kinds of surprises.
A loyal flyer’s surprise.
Byron has been a Beat of Hawaii commenter for years. In May, he booked a Hawaiian flight through the airline’s app, choosing Extra Comfort seats. He selected his seats, and received his confirmation. Two weeks before departure, while checking the app, a message appeared: his flight was now an Alaska Airlines flight. To manage anything about it, he had to download and move to Alaska’s app.
The surprises kept coming. None of the seats matched what he had chosen on Hawaiian. There were no seatback screens, he reported the seats felt smaller, and the overall experience was not what he had come to expect from decades of Hawaii travel. “The biggest problem I had was I booked a flight with Hawaiian, not Alaska,” he told us. “For them to just switch it on me is not fair.” But it is legal.
Missing the spirit of Aloha.
Another commenter, Marie, grew up in the islands and flew Hawaiian for as long as she could remember. Now living on the mainland, she still booked Hawaiian whenever she returns home. She says the airline’s service always came with the spirit of Aloha that made the trip feel special. Recently, she flew Alaska to Kona instead. “Unfortunately I didn’t love it,” she said. While she stopped short of ruling out a future flight with Alaska, she made it clear that something felt missing. For many Hawaiian loyalists, this is as much about the intangibles as it is about seat size or in-flight entertainment.
A multi-leg headache.
In yet another comment, Francesca’s recent trip was a complicated routing from Maui to Palm Springs, then on to Seattle, Portland, and back to Maui. She booked with Hawaiian, but every single flight was on Alaska. Hawaiian did not have the seating chart for her flights and could not provide seat assignments or premium seat upgrades. Even her boarding pass had to come from Alaska directly.
As a Pualani Elite, Francesca had expected at least some help from Hawaiian’s customer service team. While she said they were polite, they had no access to the Alaska seat map and other details and could not book her in First Class using her miles for an upgrade. On Alaska’s side, the wait for an agent on the phone was two and a half hours. “I have been a fan for many years and am so upset by the laissez-faire attitude I got when I called,” she said.
Why this is happening.
The Alaska–Hawaiian integration is occurring in stages. While the airlines still remain separate brands for now, operational cross-booking is already underway. That means a flight sold as Hawaiian may be operated by Alaska aircraft and crew. Or vice versa. This is not unique to these airlines; it is common in the industry, but for Hawaiian’s loyal flyers, the shift is jarring and new.
Part of the reason is fleet flexibility. Alaska can deploy its planes on routes Hawaiian used to cover, especially between the mainland and Hawaii. This frees up Hawaiian aircraft for other uses but means passengers do not always get the product they booked. In the months ahead, this practice may become more common, especially in shoulder seasons when demand is uneven. That could continue until things all get settled in with the new owners.
Reader Bob wrote to say he booked an A330 for the 2-seat pairs in economy, only to have it silently switched to a different aircraft with a 3-seat row. “We had to sit with a third person,” he said. The change also forced them to leave a day earlier, at added cost.
The product gap.
One of the most noticeable differences between the two airlines is the onboard experience. Hawaiian’s A330 widebodies in particular offer a product that is tailored to leisure travelers to and from the islands. Extra Comfort seats offer more legroom, and with two aisles, there are far more easy access seats available.
On Alaska, aircraft are configured for all of their U.S. routes. There are no seatback screens; entertainment is streamed to personal devices. The seat pitch in narrow-body standard economy may feel tighter than Hawaiian’s A330 widebodies. While Alaska offers its own well-liked premium class (not to be confused with true premium economy) seating, it does not match Hawaiian’s Extra Comfort in layout or amenities. For frequent Hawaiian flyers used to a certain island standard, these differences stand out.
On Thursday, Beat of Hawaii editors flew Hawaiian’s A330 from Honolulu to Seattle. By observation, the cabin felt largely like an Alaska Seattle audience rather than the mix of visitors and residents we have long associated with this route. It was a reminder that the airline’s reach, and its passenger base, is already shifting in ways that feel very different from Hawaiian’s past.
Emotional connection to the brand.
For many residents and frequent visitors, Hawaiian Airlines has been part of the journey for decades. The cabin crew greetings, the music, and the meals created a feeling that you were already in Hawaii the moment you boarded. When those elements disappear, the flight feels like any other domestic trip. Marie’s comment about missing the spirit of Aloha captures this sentiment. It is not just about comfort or service—it is about identity and place.
Loyalty program complications.
Another frustration for frequent flyers is how loyalty benefits carry over—or do not—between the two airlines during this transition. Francesca’s inability to use her Hawaiian miles to secure a First Class seat on Alaska is one example.
Until the airlines are fully integrated, passengers may need to double-check everything from mileage earning, upgrade eligibility, and seat selection rules. This requires extra work at booking and again before departure, especially for those booking through Hawaiian’s platform but ending up on Alaska metal.
What travelers can do now.
If you are booking a Hawaiian Airlines flight in the coming months, there are steps you can take to avoid surprises:
- Check the “operated by” line before booking. Even if you are on Hawaiian’s website, it may say “Operated by Alaska Airlines.”
- Look up the aircraft type. Hawaiian’s A330 and A321neo have specific layouts; Alaska’s mainline fleet is Boeing 737s in different variants.
- Check to confirm seat maps early. This will help if you want specific seats or premium upgrades.
- Factor in loyalty differences. Until the programs are fully combined, benefits may vary depending on which airline operates the flight.
The road ahead.
The Alaska–Hawaiian integration still has a way to go. Fleet and crew integrations will continue, and with them, more surprises for travelers who are not expecting a change in service style or amenities. For some, like Byron, the shift will be a dealbreaker. Others, like Marie, may give Alaska another try but with tempered expectations.
Bruce told us he flew from Seattle to Honolulu on Alaska, then was switched to Hawaiian for that leg. The difference in service, he said, was “like night and day,” with the Hawaiian crew more attentive, cheerful, and frequent with water service. It was a reminder that for some, these swaps can be an upgrade.
Francesca’s experience is a reminder that the merger affects not just the big picture but the small details that make travel easier or harder. From long call waits to lost seat assignments, these pain points matter to loyal customers.
As this merger unfolds, the challenge for Alaska will be delivering on the expectations that Hawaiian has built over decades. For travelers, the challenge will be knowing exactly what they are getting when they click “book.”
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I recently booked a February trip on Alaska Airlines from Dulles to Honolulu. It involved a necessary stopover in San Diego. I purposely scheduled everything so that I could fly from San Diego to Honolulu on Hawaiian Airlines. I wanted to experience the Aloha even before I got to the islands. Then, 2 weeks later, I got a notice that my flight to Honolulu had been changed to Alaska Airlines. It was a huge pain going back and forth between the websites booking in the first place. You can’t see seating charts on both airlines even if it’s all booked on one site. My return flight from Honolulu is supposed to be on a Hawaiian Dreamliner overnight and if that gets changed, I am going to be beyond angry. I have been a loyal customer for years and I always fly first class. I don’t have unreasonable expectations. I just want what I pay for.
I booked through Hawaiian, flying on Alaska, wanted to upgrade to extra comfort. Contacted Alaska. But because I booked through Hawaiian, I can’t make any changes until maybe the day before we leave. Can’t make changes through Hawaiian either because the flight is on Alaska. Great customer service!
A great article. Recently I had the same experience. I booked a flight from Seattle to Kahului on Hawaiian, looking forward to the Aloha Spirit I’ve come to love on Hawaii’ian- only to discover that I was Actually booked on Alaska! None of the usual amenities or Aloha Spirit. Very Disappointing.
Alaska bought Hawaiian airlines and gutted it for money. Only money.
Amazing! Alaskan Airlines is dropping the Hawaiian 🌺 Airlines nonstop flight between Boston and Oahu. And not only are they doing this, they are significantly raising the base fair to get there from Boston through west coast hubs. And I do mean, significantly – like, well over $1000.00 more. We know this as we have flown this nonstop route every year since Hawaiian Airlines initiated this Boston – Oahu route. Additionally, so much for the one for one frequent mileage point conversion between Hawaiian Airlines and Alaskan Airlines. It will now require us to accumulate significantly more mileage points for reward travel. So frustrating. We have never flown on Alaskan Airlines. Once we redeem what mileage points we can, will never fly them again.
Hi Martin.
https://beatofhawaii.com/hawaiian-axes-three-more-routes-including-longest-in-u-s/
Aloha.
Unfortunately for Hawaiian customers the flight attendant on most Alaska Airline flights are rude and unwelcoming. I expect it now on every flight I take back and forth to so cal. If I get a pleasant crew I will send a compliment to Alaskas customer service. Yes the seats even in first class don’t even offer a foot rest or a place to rest your device at an angle to wat h a movie. Fly Qatar once and you will be spoiled for life, flight attendant smile, greet u and help in any way without the attitude u like Alaska attendants.
Jill, this is a ridiculous comment….
Plainly ridiculous. Saying All Alaska flight attendants are rude and Hawaiian ones are All nice is patently wrong and pathetic.
Couldn’t be farther from the truth. If any of this was remotely true you’d see people saying this and it would be documented well in review, articles, complaints, etc. And the airline wouldn’t be going anywhere.
Been Booking Hawaiian for years but last time got the bait and switch on alaska. Alaska should never consider the front of a 737 “first class”, it’s anything but.
Narrow seats, no foot rests, barely reclines….no pillows or blankets, ipads to watch a movie, no wifi which means no entertainment at all, no pre- flight cocktail and no beautiful flowers in the lavatory and no Hawaiian music when boarding. The flight attendants all seemed to wish they were someplace else, one was so noticably disheveled he shouldn’t have been there!
Thank you Alaska for killing the Aloha spirit to the islands.
United, Delta, American…..you’re up, whatcha got?
All of these discrepancies/changes should have been addressed in the “fine print” when news of Hawaiian combining with Alaska became known.
I’ll bet most of the travelers didn’t bother to read each, and every word.
Even if they did, why bother flying either Alaska or Hawaiian? There are several other airlines to choose from! Only if using “points,” should anyone stick with their favorite airline.
Been Booking Hawaiian for years but last time got the bait and switch on alaska. Alaska should never consider the front of a 737 “first class”, it’s anything but.
Narrow seats, no foot rests, barely reclines….no pillows or blankets, ipads to watch a movie, no wifi which means no entertainment at all, no pre- flight cocktail and no beautiful flowers in the lavatory and no Hawaiian music when boarding. The flight attendants all seemed to wish they were someplace else, one was so noticably disheveled he shouldn’t have been there!
Thank you Alaska for killing the Aloha spirit to the islands.
United, Delta, American…..you’re up, whatcha got?
It sounds like they at least figured out the premium seating transfers.
I booked a PDX to OGG flight for early July with a return last Friday, in November, on Hawaiian. We booked premium economy. In December, they transferred it to an Alaska flight. But they would not honor the premium economy. Nor would Alaska allow me to upgrade back to the seats I was in on Hawaiian.
Eventually I cancelled the Hawaiian booking and rebooked to Alaska. Fortunately there was no financial penalty. It is also very fortunate that I had my inter-islands flights on another booking (all bought with miles) so that reservation was unaffected.
I’m hopeful that they have this all worked out when we go back in 2027.
Alaska Airlines aircraft are so much better than Hawaiin Aircraft. Alaska meals are quality, and Hawaiian Airlines gives you a hot pocket.
I will take Alaska airlines over Hawaiian airlines any time. Much more leg room and newer planes.
Skinny tubes will always feel less than a wide body.
My family and I felt this our last trip. But we had the opposite, we had booked Alaska due to a major fiasco 2 years prior with Hawaiian. We utilized miles, our $100 companion ticket, etc, through Alaska, upgraded to premium seating, all together, all set. Then, a few months prior to flight, we are notified they switched airlines on us, new departure time, and worst of all, seats no longer together, and most were Not in extra comfort. Neither airline customer service was helpful for weeks, basically blaming the other and consistently sending me back and forth. It took almost 2 months to get things acceptable, and that included having my premium seat upgrade fees credited back to me to then have to pay even more for extra comfort seats on Hawaiian. The whole thing left a bad taste for both airlines, as neither weas prepared for this, they just did it. They did not empower either side to handle things. One side could not see the other side, etc..
I booked a return flight from OGG to RNO with Alaska air using miles serviced by Hawaiian so another thing I don’t get is a free checked bag using my Alaska miles and card.
I specifically booked a Hawaiian 787, along with an extra flight to get to the new 787. Months later I discover the 787 is gone. I canceled it…and lost money.