Alaska Airlines has just introduced an fascinating array of premium amenities, debuting starting this fall, aiming to enhance the Hawaii travel experience among others with its distinctly West Coast flair. Here’s just a sampler:
Lagunitas Hoppy Refresher: A non-alcoholic sparkling water brewed with hops for a crisp, citrusy flavor. Complimentary in First and Premium Class, available for purchase in the Main Cabin.
Straightaway Nitro Espresso Martini: A ready-to-enjoy cocktail crafted with Stumptown Coffee Roasters’ espresso, offering a smooth and sophisticated inflight indulgence.
Filson Blanket: A cozy, durable blanket designed in partnership with the iconic outdoor outfitter Filson, available for First Class passengers on select long-haul and coast-to-coast routes.
Salt & Stone Personal Care Products: Natural, high-performance soap and lotion featured in Alaska Lounges and onboard lavatories starting next year.
No sign of similar amenities at Hawaiian.
For now, Hawaiian Airlines, flying under the same Alaska Air Group umbrella, seems to have been left out of matching Alaska’s bold new amenity updates. Hawaiian has built its reputation on a uniquely Hawaiian experience, which is distinctly different than Alaska’s west coast focus. And, with no similar amenities introduced, it risks being left out in this new and highly competitive area.
The disparity raises obvious questions about how the two airlines will coexist as they combine fully next year. While they currently operate on separate airline certificates, future integration could also bring greater alignment in inflight offerings.
Hawaiian Airlines provides complimentary meals in its economy cabin, but they are often regarded as lackluster compared to Alaska’s pre-ordered, chef-curated meals available for purchase. With no comparable premium amenities being introduced, Hawaiian risks losing ground in an increasingly competitive market.
How the two airlines’ offerings will eventually align under one corporate entity remains unclear. Alaska has committed to keeping the Hawaiian Airlines brand for the foreseeable future, leaving room for speculation about whether and how their onboard experiences may merge, or not.
Minimal perks, maximum squeeze.
U.S. airlines are stepping up their game with enhanced visible passenger perks as passengers face more confined seating and add-on fees. Southwest for example focuses on inflight connectivity with free entertainment, texting, and upgrades like USB power ports and larger bins in newer aircraft. United Airlines will be joining the industry, led by Hawaiian Airlines, with lighting fast free Wi-Fi. Delta Air Lines also offers free Wi-Fi.
Alaska’s move to focus on premium touches like blankets—limited to first class passengers—and high-end beverages and lavatory amenities on offer throughout their aircraft, is an interesting distinction.
“However, as nice as these offerings may be, this still underscores an ongoing airline trend: diverting attention from the reality of overly cramped economy seating while offering trendy new amenities.” — Beat of Hawaii.
Reader thoughts already coming in from our community of hundreds of thousands of comments:
“I appreciate the efforts Alaska Airlines is making. It’s refreshing to see airlines focus on more than just cramming us into smaller seats.” — Tom G.
“Hawaiian Airlines may offer free meals, but Alaska’s food-for-purchase options are miles ahead in quality.” — Lisa P.
Looking Ahead at the combined Alaska/Hawaiian Airline suites of offerings.
The path forward under one operating certificate remains unclear for now. Will Hawaiian Airlines adopt Alaska’s model of high-end amenities, or will it be charting its own course by its parent?
For now, the gap between the two carriers’ offerings suggests more divergent strategies ahead. However, Hawaiian risks losing ground unless it can offer something equally compelling, so expect to hear more about what is on tap.
What’s clear is that Alaska is setting a new standard for West Coast-inspired luxury. Whether this sparks a shift at Hawaiian remains to be seen.
We welcome your thoughts!
Beat of Hawaii photo of Hawaiian Airlines Dreamliner at Honolulu Airport.
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Are both Alaska & Hawaiian Airlines still allowing the use of Hawaiian miles?
I really enjoy BOH, but this article strikes me as a bit of “content for content’s sake”.
For as long as each brand retains its own identity, the onboard amenities should reflect the respective brand values.
Okay…..pretty much like the rest of Hawaii, this airline is in serious financial trouble, nobody should be surprised by that!….grow up Hawaii and change your ways before it’s too late!
Hawaiian’s name will only be Interisland with Alaska flying all the international and domestic routes
Not only with this, but try getting a seat in Hawaiian lounge in KOA or OGG
If anything Alaska is “playing catch up” with Hawaiian’s premium cabin experience. Alaska has not, in recent history anyway, offered amenity kits in first class. Upgraded blankets are nice but they don’t compare. Fancy water and upgraded lavatory amenities available to all cabins…meh. Not very impressive. Also these “upgrades” were most likely planned regardless of the merger outcome so conflating this with disparity is premature.
cattle car will always remain cattle car. bob d
Stump town originated in Portland Oregon and is popular on the West Coast Mainland. No Hawaiian Kona or Kona blend offered. This may be the start of Alaska getting rid of the islands overpriced subpar ammenities. Sounds like the beginning to closing the door on Hawaiian Airlines and all the island hype.
Do people care about 2 drinks, a blanket and some lotion ? Good lord.
How about upgrade the food, lower the prices and increase how far miles will take you.
After purchasing a first class ticket on an Alaska Airlines flight from Hnl-Sfo, I received first row, aisle seating. In comparison to the bulk head seating in economy on Hawaiian Airlines, the Hawaiian Airlines economy, bulkhead seat seemed to have significantly more leg room than the first class seat on the Alaskan flight. Was it just my imagination?
I would say it’s because of it being a 737, I had a 737 Max from PHX-MIA in June, despair First Class, cramped in Row 3, Overheads, miserable, Carry-on had to go in horizontally, rather then perpendicular. Hawaiian Aircraft much better, though, I’ve only done First Class. I know Alaska and Southwest are exclusively 737, and 1-2 Hour flights are manageable, anything more, not for me.
Aloha, Charles.
Depends on what kine’ airplane you flew — each airline, each flight …
Care to illuminate us … ??
Simple win for Hawaiian Airlines is to restore their previous Mai Tai. Whatever beverage genius decided to change it to the stinky feet one they have today, should be forced to drink it. It’s is absolutely horrid. Getting on cheap 1st class offerings when those folks are carrying your profit was small minded and shortsighted.
Knowing the lead times that airlines deal with on in flight amenities, I would have to assume Alaska had these upgrades in the works long before the merger was approved. They may well have (I hope) plans for similar upgrades on Hawaiian but these changes take time and they have more pressing issues integrating the airline into their systems right now. Fingers crossed positive things will happen at Hawaiian.
I wouldn’t worry too much about the difference between Hawaiian and Alaska right now. The upgrades at Alaska were probably planned before the merger was a certain thing. Also if Hawaiian just duplicated the Alaska amenities then it would be taken as Alaska imposing their stuff on Hawaiian and not really bring committed to separate brands. I suspect a Hawaiian version of this is coming with a more appropriate feel. Just as an example, a Hawaiian blanket would have more purple and orange than the Alaska green, teal, and blue.
Personally, I can do without the amenities if the airlines would give us more space in the seating arrangements. Comfort is of the utmost importance.
We’ll be traveling to Kona from San Jose in March. The Alaska airfares are extremely expensive. Are they expected to come down in the future or are these new perks going to be reflected in higher fares?
In my experience working for 3 airlines and experiencing 2 mergers first-hand … these “mergers” (a.k.a. buy-outs) N e v e r result in lower prices … at least not in the short-term.
Someone has to “pay” for the “merger” … yes ??
To assume that the airfares will come down anytime soon is simply wishful thinking, in my opinion.