The days of complimentary upgrades to Hawaii are largely over. Once a coveted yet attainable perk, airlines flying to Hawaii have transitioned to a paid model for premium seats. For travelers heading to the islands, this shift means navigating new rules in the sky, as packed flights and changing airline strategies redefine who gets to move up.
The shift to paid upgrades isn’t limited to Hawaii flights. Airlines worldwide are adopting upselling strategies including premium perks like extra legroom, flexibility, and baggage allowances into higher-priced fares. Domestic carriers are implementing similar approaches to maximize potential revenue on high-demand routes.
Why free Hawaii flight upgrades are disappearing.
Airlines are prioritizing premium cabin revenue over loyalty perks. Frequent industry leader Delta’s CEO recently revealed that 92% of upgrades are now paid rather than complimentary, a dramatic shift from a decade ago, when 92% were free. This move has set the tone across the industry as carriers focus on maximizing revenue from their most desirable seats.
For Hawaii flights, the trend is particularly noticeable. Unlike business-heavy routes, airlines recognize that leisure travelers heading to the islands are often willing to pay for comfort on five to ten hour flights. Reducing the pool of free upgrades makes total business sense. Full flights, a growing number of elite loyalty members, and seasonal demand spikes further exacerbate the situation, leaving little room for complimentary perks.
The last time Beat of Hawaii editors recall receiving a free upgrade on Hawaii flights was on United to Denver in 2013, when they scored these in both directions. Interestingly, the timeframe aligns precisely with the start of the shift to paid upgrades, as Delta pointed out.
Hawaii upgrades in the broader airline downgrade scheme.
The decline of free upgrades is part of a broader trend impacting air travel. As highlighted in our article, Hawaii Passengers Brace for Major Airline Downgrades, carriers are scaling back on amenities while increasing fees. Many readers expressed frustration over these changes. Kevin L. shared, “The domestic travel industry… is in a race to the bottom. Every amenity is slowly downgraded over time or just phased out.”
Others reflected on the loss of value in premium travel. E. P., a longtime Hawaii traveler, noted, “Travel to Hawaii in so-called ‘Business’ or ‘First’ class hasn’t felt special since the mid-1980s. Back then, service was an experience. Today, even First Class feels like an afterthought.”
This dissatisfaction is not unique to Hawaii travelers. One Delta flyer remarked, “Upgrades seem like a thing of the past unless you’re willing to shell out cash,” a sentiment echoed by many travelers—and by us.
Why Hawaii flights are different.
Hawaii flights operate to some degree in a league of their own, with challenges and dynamics that set them apart. Leisure travelers dominate these flights, and airlines know they’re more willing to splurge for comfort. This demand makes premium seats and upgrades fiercely competitive, especially as airlines increasingly rely on narrow-body planes with more limited premium and lie-flat options. For travelers hoping for an upgrade, the odds are stacked against them.
Seasonal peaks, like holidays and summer, turn the competition into an all-out premium battle. These cabins can start getting sold as far as 11 months in advance, leaving little room for last-minute perks, paid or otherwise. As one reader said, “Even with high loyalty status, getting an upgrade on a packed Hawaii flight feels next to impossible these days.”
The frustration is palpable. Lori, a frequent traveler and resident, shared, “As a resident who travels back and forth to the mainland, I depend on business class. The last time I flew coach, I had bruises on my knees because of my height.” Her story speaks to the growing difficulty of finding comfort without paying a premium, especially on crowded Hawaii flights.
Adapting to the new normal on Hawaii routes.
At Beat of Hawaii, we’ve experienced these changes firsthand. While free upgrades were once a hopeful expectation, we’ve adapted by paying for the comfort we need and desire. Whether using mileage upgrades or leveraging creative strategies like the 3-Seat Trick, we’ve found ways to navigate the new landscape. For shorter flights between the mainland and Hawaii, we’ve even come to prefer this approach over traditional upgrades and narrow-body first class.
Hawaii visitors can take a similar approach to ensure a comfortable journey. Booking premium seats early guarantees availability, especially during peak travel times. Though harder to secure, mileage upgrades remain a good option for those with points to spend.
Programs like Hawaiian Airlines’ Bid Up allow passengers to bid for premium seats, while all the airlines offer paid upgrade programs that can sometimes work. BOH editor Rob scored an off-season mileage upgrade to widebody premium economy this year on a ten-hour United Airlines flight to Hawaii.
For economy travelers, flexibility and creative strategies can still make all the difference. Our 3-Seat Trick article offers insights into maximizing comfort without breaking the bank.
Alaska Airlines upgrade options.
Alaska Airlines offers several upgrade options, but they’ve become more competitive and costly, especially on Hawaii flights. Complimentary upgrades for elite members often don’t clear due to limited space and high demand. Gold Guest certificates, once available for as little as $20, have seen costs rise sharply. Mileage and paid upgrades are alternatives, but availability remains limited, particularly during peak travel times to Hawaii.
The changing face of airline loyalty.
The shift to paid upgrades raises significant questions about the future of airline loyalty programs—and just how “loyal” travelers will remain. Once a cornerstone of frequent travel and Hawaii vacations, these programs now offer fewer tangible rewards for most passengers.
Award travel costs have skyrocketed in recent years, with routes now often requiring far more points as previously. For Hawaii travelers, this means loyalty programs no longer offer the same value, forcing many to rethink airline loyalty programs entirely. As airlines focus on monetizing premium seats, loyalty programs feel increasingly disconnected from the rewards they once promised.
As Mike R. put it, “Airlines have lost focus on loyalty and joy. They want the traveler’s loyalty, but it’s not reciprocal.” This sentiment echoes a growing frustration among travelers who feel these programs no longer deliver the value they once promised.
While the golden age of complimentary upgrades may be over, savvy Hawaii-bound travelers can still find ways to navigate the new landscape. By understanding how to leverage miles, bid strategically, or plan for premium options, there are still opportunities to make travel comfortable without losing all the perks.
How successful have you been in getting airline upgrades?
Photo Credit – Editor Rob’s mileage upgrade to premium economy on United Airlines, IAD to HNL.
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I used my Hawaiian miles this past April to book my first class flights from Maui to the Big Island and return travel to the mainland for 2 people which effectively drained my miles account. It seemed like the thing to do with all of the craziness going on in Hawaii. That has always been my primary usage for miles since I started traveling to Hawaii 35 years ago. Upgrades were always problematic when your travel dates are often fixed by other factors whereas using miles outright for a first class seat are not.
I do the same thing on American too and have used miles for first class to or from Hawaii as well as around the mainland. Yes, I could request a status upgrade but I will never do that again when I can afford the first class ticket or use my miles. Yes, it is great to have those choices but I earned them.
I’ve flown over seven million miles. I’ve recorded 3 million plus on the old American Airlines , I won’t fly AA since US Airways took over. It’s awful. I have 600,000 miles on Hawaiian, great airline in the sky, not worth a damn on the ground. 3,000,000 miles on Delta. I’ve found it’s less stressful to just buy Business and First Class and give points to kids and grandkids. I also believe if the airlines would stop offering goofy fares like $100.00 each way to Hawaii and charge a fair and equatable price and get those people off airplanes and back onto Greyhound we’d have less issues on airlines and more pleasant flying experience. Also Hawaiian Airlines needs to dump Maui vodka and offer premium Tito’s. Merry Christmas.
All of the added cost items per flight, per seat, per bag, etc. Is very off putting. Travel is not worth the hassle and the cost.
Cheaper and safer to just stay home.
It’s sad to see the decline/elimination of true “First Class” with the expansion of use of the current narrow-body aircraft. When you do sign on for the (over-priced) listed First Class/Business Class service, you sadly find that it is little better that Economy with more leg room with a drink. Watching old movies from the 50s and 60s, with people flying the major airlines to Europe (“Three Coins in the Fountain”, as an example), brings great nostalgia about how flying Used to be, and what a sorry form of transportation it HAS Become. I call the new narrow body aircraft ‘sardine cans’, as that is how passengers are treated in today’s world. Wish there was an effective way to force the airlines to return to real “service”!
In January 2023, as a solo traveler, I received free upgrades to first class on both legs from Philadelphia to Kona on America. This year, I didn’t even get close. Thanks for the explanation of why upgrades are increasingly rare. And yes, the amount of loyalty points required to purchase flights has skyrocketed. At least loyalty program status still gives us some seat selection options and free luggage.
We used bid up on a Hawaiian flight from Sydney To SAN with a connection at HNL. Being in real lie flat first class was a real treat. Now that Alaska and Hawaiian are partners our miles transferred easily. We also dont mind Alaskas “first class” product since it feels like we get a head start on enjoying Hawaii by not having to deal with a third person in our row
Unfortunately, today’s “First Class/Business Class” isn’t what it used to be. It’s barely premium economy on most short haul flights on narrow-body aircraft.
So you can book more than one seat in your name? And then when you check in you ck for both seats? The airlines allow this? Seems like this would be a no go especially on really busy flights such as Hawaii routes… I could just see passengers complaining if someone does this…
Hi BNV.
Extra seats on all airlines will have the passenger’s name and the designation of Extra Seat to distinguish it. You don’t use it at security, merely at the boarding gate. This is simply never a problem. The only airline this doesn’t work on it Southwest, but it will once they start assigned seating.
Aloha.
Glad you clarified that. Many years ago, I sad adjacent a man who had done just that, for the extra room it gave him (us, actually). The plane was over-booked, and the stewardess told him they needed the extra seat. He objected, and she actually ordered the man to give up the seat, and she wasn’t smiling. Grumbling, he reluctantly acquiesced.
At this point, I’d already given up on upgrades and just save for a better seat in economy. It’s not worth the stress of hoping for something that doesn’t happen anymore.
Flying to Hawaii has definitely become far more expensive if you want any kind of comfort. The upgrades I used to enjoy are completely out of reach now.
No surprise. I for one never really understood the hype about these loyalty programs. They seem like more of a hassle than they are worth, and now they’re even less rewarding.
The way things are going, including the doubling or more of required points to book/upgrade on flights, I’m getting ready to dump my HA credit card as a waste of time. I encourage others to do the same. Who knows? If enough people do that, with the loss of revenue, maybe the airline(s) will reconsider their greedy policy.
I’ve noticed the same thing. Even as an elite member for years, I can’t remember the last time I got an upgrade that wasn’t paid for.
For me, paid upgrades have actually been worth it on flights. I’d rather plan for comfort on five hour flight than hope for something free that probably won’t happen.
The airlines are really pushing the limits here. It’s frustrating to see loyalty programs continue losing so much value, especially when they keep raising the cost of all upgrades.
I used to rely on regular complimentary upgrades for my Hawaii trips, but it feels like those days are long gone. Now I just budget for premium seats upfront or forget about it.
I understand your perspective. And the airlines will love you for it. It’s just what they want, but not everyone is in a position to indulge themselves, and they have to endure ‘Economy’ as the only way to practically get where they hope to arrive at. 😉 It’s kind of like, way back when, as gas prices were starting up. Nixon said that gas would ‘never go for a dollar a gallon.’ Later, an interviewer asked a man in the street, well dressed, what he would do if that did happen, and he said, ‘If it does, then I’ll pay a dollar a gallon.’ If you got, you can spend it.