Flying to Hawaii has long been synonymous with leisure and luxury. From the moment travelers board their flight, the journey is an essential part of the vacation experience. For those flying in business and first class to the islands, this is even more true, as they expect a high level of service in exchange for a premium price.
Now, with Delta Air Lines’ industry leading move to unbundle business class as it did first with economy, Hawaii-bound passengers will soon experience a significant downgrade in what their premium tickets offer.
Traditionally, these offerings have included spacious seating, multiple free checked bags, hassle-free preferred seat assignments, and often exclusive lounge access. These perks have been standard, ensuring premium passengers feel well cared for.
What unbundling means for Hawaii travelers.
As Delta leads the charge with its soon-to-be-revealed “basic business class” model, other airlines flying to Hawaii—such as Alaska, Hawaiian, American, and United—are likely to follow suit. That’s how the industry works, and Delta isn’t new to taking the lead.
In the past, Delta has pioneered innovations such as the introduction of the “basic economy” fare and operational improvements like biometric boarding and WiFi. The unbundling strategy strips away perks that were once considered standard in business (and first) class. While the core experience of a bigger seat on narrow-body planes or a lie-flat seat on wide-body planes remains, everything else could soon come at an additional metered cost.
For a Hawaii-bound traveler, this marks a major shift. Frequent flyer John, a regular visitor to Maui, shared with us, “Flying to Hawaii in business class has always felt like the perfect beginning to my trip. But if airlines start charging for everything, it’ll be hard to feel that same sense of luxury.”
The impact will likely be most strongly felt on long-haul Hawaii flights, where business class travelers rely on these extras to make their journey more comfortable.
The Beat of Hawaii editors’ experience with business-class downgrades.
When booking business class with British Airways, BOH editors found that seat assignments weren’t available at the time of purchase unless travelers either 1) paid an extra fee of about $200 per passenger, or 2) were elite frequent flyer members. Alternatively, we waited until just 24-hours before the flight. British Airways has operated this way for years, and are known for their race to the bottom in terms of unbundled airline offerings.
But now it seems that we are about to experience the same issues with domestic airlines flying to and from Hawaii. As unbundling continues to spread the way it did first with basic economy, once-standard amenities are set to be increasingly being stripped away, even for business class travelers.
Brought to you first by the airline that started basic economy to Hawaii.
Delta was the first legacy carrier to introduce the “basic economy” fare, a lower-cost, no-frills option. This move, which they brought to the industry over a decade ago, allowed Delta to compete with low-cost carriers by offering fewer amenities for a lower price while keeping the core Delta experience intact for higher-paying customers. Virtually every airline (except Southwest, which will soon join) has followed suit.
Basic economy comes with significant limitations, including no advance seat assignments, boarding in the last group, and sometimes restrictions on carry-on luggage. These trade-offs are part of Delta’s strategy to differentiate price-sensitive customers from those willing to pay for more comfort and flexibility, making it clear that the “basic” experience is distinct from traditional economy or premium tickets.
Hawaii’s premium travel market at risk?
Hawaii’s tourism industry, especially its luxury travel segment, is driven by visitors seeking a premium experience from start to finish. The islands attract a high-end clientele that pay a premium for business and first class. They have come to expect smooth, all-inclusive service. As unbundling is set to become the new normal, could it help tarnish Hawaii’s reputation as a premier destination by making the journey feel less special?
As Eric, a frequent traveler to the Big Island, told us, “The flight to Hawaii is part of the whole experience. If I have to pay extra just to enjoy the basics, it takes away from the trip before it even begins.” This sentiment reflects how important a premium in-flight experience is for travelers heading to Hawaii’s world-class destination.
Will other Hawaii airlines follow Delta’s lead?
Hawaiian Airlines, for one, has long been seen as a top choice for flying to the islands, offering a uniquely Hawaiian experience from the moment passengers step onboard. Their commitment to service has, according to some, set them apart from other carriers on transpacific routes. But with Delta’s unbundling strategy making waves, it’s worth asking whether Hawaiian Airlines, now owned by fiscally conservative Alaska Airlines, will be pressured to make similar changes.
Seth shared with us, “If Hawaiian Airlines starts charging extra for things like checked bags or their lounge access, it’ll change the way I think about flying with them. The journey has always been part of the relaxation for me.”
How will this affect the overall Hawaii flight experience?
For many Hawaii-bound travelers, especially those flying in business class, the overall experience has been thought of as a kind of package deal—from stepping on board to stepping off in Hawaii. The danger with unbundling is that it begins to erode the seamless, stress-free travel experience that premium passengers expect. As travelers begin to face added fees for basic perks like seat assignment fees in business class, the appeal of paying for business class to begin with starts to diminish.
If unbundling becomes the standard across all airlines serving Hawaii, even premium passengers may begin to reconsider the value of flying business class. As competition heats up, passengers will be faced with deciding between paying for a full package (business) or accepting a downgraded experience (basic business).
What are your thoughts?
Premium Hawaii travelers should, without doubt, be prepared for a shift in what they receive when flying. Delta’s decision to unbundle its premium services marks the beginning of a trend that will reshape the in-flight experience for those heading to the islands. As other airlines line up to follow suit, even luxurious travel routes to Hawaii may feel a little less special.
For those planning their next trip to the islands, it’s going to be important to stay informed about what’s included in their ticket price—and to be ready for potential added fees that may take away from the prior, more seamless experience Hawaii-bound business class passengers have come to expect.
Beat of Hawaii photo – Hawaiian Airlines Dreamliner.
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The domestic travel industry, (airlines, hotels, rentals cars), is in a race to the bottom. Every amenity is slowly downgraded over time or just phased out. When was the last time an airline or hotel improved an experience and didn’t charge for it?
I have top tier status with a couple of hotel brands and an airline and the one thing I can consistently count on, is an apology. “I’m so sorry, but we’re not able to offer you an upgrade at this time.”
To expect anything other than less is naive.
Aaah Yes, make the most uncomfortable flight even worse now from the Mid West!
Fact is, there was no lower period for perks than during (and post) Covid. Everything was stripped away. It’s taken this long time to slowly *add* these perks but they now come at a cost. Why is everyone complaining about good old capitalism? If the masses don’t buy into these extras, prices will come down until they do. But for now, there seems to be plenty of money floating around and plenty of people willing to fork it over for comfort’s sake. If you can’t afford it, don’t go.
Sounds like someone needs a little vacation. Ouchie.
Ha ha! Nailed it.
Hawaiian air been ripping us off for many many years …now all these other airline want to do the same…. 1st they took away our inflight meal . No they up charge everything and what else is going to make our trip more uncomfortable?
I dont see what the big deal is. Nobody is stopping anyine from buying a full business tickets with all the benefits. Actually, I fly Zip Air with their unbundeled Business class seats to Tokyo from the West Coast and the only thing I miss is ice and fancy food. There is all the food you want when you arrive.
Really hope Hawaiian air doesn’t follow suit with Delta in downgrade. As a resident, that travels back and forth a lot to the mainland. We depend on the business class. The last time I had fly Coach I had bruises on my knees because of my height. Which is under 5’9″.
The down grades may be worse now that Alaska has taken over Hawaiian. Flew Hawaiian in May and just recently flew Alaska to NYC. Both flights were first class. Alaska was awful. Hawaiian was excellent. Alaska food was awful, not once were we offered anything by the flight attendants . They were extremely unorganized. Hadn’t flown Alaska in years and the level of service was significantly below expectations. I hope they don’t destroy Hawaiian since tickets for May 2025 are already purchased.
Airlines need to survive. If they got rid of all basic fares, it would exclude so many travelers that can only afford basic. At least it’s a way for those who want to go but can barely afford basic economy. For those who want more and have the ability to pay for it, those options are nice to have. Penny-Pinchers can usually afford premium but want to pay basic and receive premium. Heck. Who wouldn’t? But reality is economics of supply and demand at each level. If basis economy seats didn’t sell, they would be replaced with more expensive business class. The only way to change the airlines is for everyone not to buy basic and leave seats empty. Not gonna happen.
Hawaiian airlines has a tiered system and you pay extra for premium seats, l pick by emergency exit for leg room, then first class is my next option, its expensive but well worth it, foods pretty good, you get snacks and all the drinks you could want, lie flat seats are comfortable, downside, non lie flat, seats are comfortable but your not sleeping in it, lap babies, had one crying for 75% of the trip home, one couple should have had drinks cut off as it seemed like they were going to get there moneys worth in booze.
Overall Hawaiian is a great experience and if they change significantly or price themselves out of line, I’ll have to then price check other airlines next year before going
To be honest it’s much ado about nothing. Qatar did the same as well. As a first class passenger I usually check just one bag and I never use the lounge since it’s horrible especially Hawaiian Airlines. There’s no reason to pay extra as long as I get a comfortable seat. Even the food in first class is not always suitable to me since it’s always meat heavy. So I think I’m bundling is fine and people can choose to pay a higher fare if they want the extras like in economy.
Travel to Hawaii in so-called “Business” or “First” class hasn’t felt special since the mid-1980s.
I remember when United offered Royal Hawaiian Service, with catering inspired by Trader Vic’s. We were presented with mai tais and macadamia nuts upon boarding. There were large, colorful menus, delicious pu-pus and appetizers, salads were tossed in a big bowl from atop the trolley, and there was always a roast of some type carved seaside, along with two or three other entrees.
I’d pay more for such service today, but the reality is it ain’t coming back. Today’s First Class is of a lesser quality than coach back in the Seventies. The cheap slimline seats are not very comfortable and on the whole, “luxury” is a term that resonates only for those born prior to about 1960. Everyone else has No idea of how nice it used to be.
Just wait when and if the US government goes to a flat income tax. These business jaunts with expenses would be exempt from any itemized tax deductions. See how many business class seats will be sold then. In economy class or coach what is really left to downgrade? OH yeah no carry-on’s allowed might be the next downgrade or charge for a carry-on fee.
I flew upgraded business class on American and it was tge worst experience ever for me. No longe access even with am/ex platinum status. No entertUment. Seats didn’t recline never mind lay flat. Service was terrible. Never again.
Now if Hawaiian loses this. I will be very disappointed and will have to re-assess what to do and decide where to travel to.
We travel back and forth to Maui regularly. We used to take Hawaiian direct from NY, or fly American 1 stop in DFW. But, since the pandemic First class is no longer First class and Business class is third class. Forget travel on Alaska.. never again! Now we don’t get layback seats and we must carry a notebook if we want to watch a movie or be entertained. We even have to preorder our meals to make sure we get something we want or like. And the prices are always going up. More money, less service. And now they want to downgrade even more?
Late stage capitalism at it’s finest.
With all due respect, I think this is being a little overly dramatic. For example, British airways even for business class has long not allowed you to pick your own seats, that’s a known fact. Delta’s impact to Hawaii is minimal, where the majority are coming from West Coast cities which doesn’t include Delta. And frankly, the level of revolt from those passengers will be substantial if Alaska monkeys with Hawaiians offerings.
Seems like this has already started. Our flight IND/PHX/LIH on American in the First class seating on a Airbus321Neo didn’t even offer lounge access for a 3.5 hr layover because we were going to LIH and not HNL. Makes no sense but there are less ways to get to LIH without stopping in HNL. Even this flight seems no longer one I can take as I look for a flight in April- now the flight layover of 25 minutes is the only one offered and likely not possible to make before they close the doors. As I’m looking to retire on Kauai we are making a few extra flights looking for a home to purchase that we can afford in Princeville.
This seems like a bit of hand wringing over ‘1st world problems’. There are plenty of people (myself included) who make due with traveling to Hawaii (or anywhere) in some version of economy just like BoH editors have on more than one occasion. The perks included with any level of premium cabin should not be confused as ‘basics’. Basics are a seat (not necessarily of your choosing), some luggage (maybe only a carry on and/or personal item), and perhaps some water or a hot beverage while in-flight. If airlines want to un-bundle, great! Maybe those of us stuck in the back of the bus will be able to afford a more comfortable seat. I’d love to have lounge access, but I can live without. If people choose to spend their money on more luxurious flight accommodations, that is their choice, but the whining about changes to how airlines sell or price those accommodations is bit too much to stomach.
I keep hearing of people stating free miles being used. Let me guess that airline credit card gives you free miles when signing up. Are they really free? Most airline credit cards charge about $100 yearly to keep the card active let alone the 28% interest rate on unpaid balances. Outside of that you have to travel so many miles to generate those extra miles. How much money does it take to accumulate 50,000 miles for that free one way ticket? 10 trips to Hawaii at 700rt. So you spend 7000 dollars to get a one way $350 fare for free. Total discount after spending 7000 dollars is 5%. OH remember the $100 annual fee you paid per year just to keep the card active. Think again.
It’s abundantly clear that you don’t know how to play the miles game 😅😅
Sorry not counting the dollar spent one mile earned if card used for store purchases so it would still amount to spending 50,000 dollars to aquire a free coach round trip ticket. I’m not speaking of corporate owned credit cards where business employees aquire huge miles for business trips. Never the less the flight is never free. I think the upgrades are 25,000 miles to upgrade from coach. The airlines still bank on the interest on unpaid balances. The game must be to use a airline credit card to pay off a non airline bank card just to get free miles. I didn’t want to mention all the senerios in my posting.
Also get Companion Fare on Alaska that alone covers more than the $100. Miles add up on money that will be spent anyway. We used miles for Biz class to Europe. We got $4000 biz class for $650 using miles. Cash back gets squandered or Biz class tickets would still feel pricey whereas miles seem free so we got to enjoy the Biz class experience. Switching cards gather bonus miles for signing up. Can’t take your money with you. I prefer photos of my spouse and me enjoying time together.
Upgrades are usually airline employees
Any airline that does this will forever lose my business. I fly business to avoid the nickel and diming.
A large % of the business and first class seats in this market are purchased using frequent flyer miles. Unused miles are treated as a liability on the airline’s books so they price HI flights attractively to encourage passengers to use miles. So no $ changes hands. So the airline tries to reduce the direct cost each Miles-purchased occupied seat uses up. This is completely different from the “good old days” when airlines competed on amenities in this market. Passengers paying money for these seats get the same “service”.
Business and First class seats on long-haul flights to destinations that are not primarily vacation destinations are usually paid for in $ so there is more revenue available to pay for better meals etc. So these flights still compete on amenities.
If HA had a robust business economy instead of 99% leisure-only travel it too would probably have amenity-rich service in all classes.
This is a joke right. The airlines have not had a decent first class offering to Hawaii in decades. It has always been identical to the domestic first just a longer flight. Delta has been using a business class light product for as long as I have flown them to Hawaii which is decades. Old 757 planes. Sub par food. Horrible service
As a seasoned traveller, I’d have to warn all of you when booking those so called “basic flights” at a “lower price”, be sure to check the Total cost of every level before deciding which category you will fly. With the basic cost and then being charged for a seat on every flight and your luggage fees often add up to the same as premium economy. Believe me this is sneaky on the airlines part, No different from politics, but you need to do the research. I help Many folks on what a best flight price is. Cuz I trust no one anymore. Do the research before making a desicion because most time the basic flight price is a joke on you when you add it all up
Thanks always for great articles. Flying is no longer fun, or something that you look forward to because the airlines no longer focus on the customer experience, and the joy of loyalty to a particular airline but rather the bottom line. This has nothing to do with competition with low cost carriers- that’s a lie! The airlines have had record numbers of passengers and been making profits. People choose mainline carriers because they are looking for loyalty benefits, perks, or to use air miles. Ironically, they want the travelers loyalty but it’s not reciprocal.
Unfortunately, the only way this stops is if passengers let those seats go empty, even giving up the business class seat and rough it to sit in coach. That loss of revenue for the airlines would be a clear message.
My next trip to Hawaii I will tough it and hope others do the same. It’s then they have empty seats which translates into loss revenue.
The seat, and the improved ability to sleep, are key for us. The food and checked bags are respectively poor value and unused by us. So maybe a better deal for some. I can bring my own grindz, and betta too! Carry-on only.
With interest in travel to Hawaii decreasing, making it even less appealing seems like shooting one’s self in the foot. Hawaii can’t get much right these days.
Corporate greed has no limits.
Once again, the bean counters are at the controls.
Well, if they start to ‘down grade’ the business class and, as they say, virtually charge for the air you breathe, Premium Economy might just turn out to be the better, and tolerable deal. Sounds like the airlines might be thinking that airlines like Frontier and Spirit have the right idea, showing a low price for a flight, then charging for checked bags, carry-ons, a cold drink, etc.. Makes me wish for the ‘good ol’ days’ of regular seats, descent food, and Service! Watch some of the old movies from the 50s to the 70s, that include airline flight to see what I’m referring to. That kind of flying is long gone.
So you guys actually believe that there is literally Anything that the airlines can do to passengers that will tarnish Hawaii’s reputation More than what the state’s leadership at all levels has already done!!?? How do you come up with this stuff after everything else that you have reported on already!?
I feel negative about how airlines continue to squeeze passengers, worst of all by making seats smaller, with increasing incidents of air rage. As for “unbundling,” I once experienced a laughably bad configuration in Business on a British Airways flight, which even the flight attendant thought was a bad joke. A plastic panel was raised and lowered between two seats that faced each other, lowered for drinks and food delivery, with the attendant having to lean over me. My fellow passenger, who faced me, had no privacy, nor did I. I vowed not to fly with such a seat configuration again. The accountants made a serious error in that case. If that’s in store for Hawaiian Air, I’ll use another carrier.
I’ve run into a similar configuration with British Air, where to increase seating capacity, they do the one face forward, one face aft on each side of the aircraft, and when in sleeping configuration, you have to climb over the other person to get to the isle, hoping you don’t kick them in the process and wake them up! And this was years ago. I’ve always liked BA to fly to Europe, how they don’t let there service go in the tank, raising the price of flying in the process. Good luck on that!
BA has already started changing those seats and configuration.
Personally, I have flown Club World and those seats did not bother me or the flight attendant, or the aisle seat passenger.
I would recommend taking window seat for you get more storage.
We flew home to the west coast from Europe on BA configuration. Way better than coach but not as good as all forward seating on Condor to Frankfurt. We used miles. You have to spend alot of time looking for award flights. Hope that stays the same because business class was fantastic.
West coast to Hawaii in coach is fine for only 5.5 hrs.
Aloha – I’ve been traveling to Hawaii for over 50 years and in old days we would travel first-class on United’s 747 and the meal was served on sterling silver and white china. The flight attendant would roll out a cart with a fresh roasted prime rib and would asked what cut you would like. The skylounge above was open with a full bar and you dance and listen to music. So the down grade of first class and service in general has been going down on for decades on US based airlines. It’s those accountants that become CEO’s of company’s like Boeing slowly sucking the life out of there brands that eventually become junk, like Boeing.
Travelled from Anchorage to Waikiki Beach on Hawaii Air in the late 80’s. It was a great experience arriving at the old airport. Returned with Hawaii Air a couple of weeks later. The 747 was definitely old. All the signs where in Spanish. Food etc was great and the whole row to sleep. Last year flew CP Dream liner in the front section and sleeping area was great. I’m willing to pay the best for flats and hotels.
Except the fact Hawaiian has never flown the 747.
It seems as though airlines are trying their best to make air travel even less enjoyable than it has become now. Prices go higher, quality of experience goes lower.
Yes, they are taking their cue from the gasoline industry. They no longer have mechanics at their stations to fix problems, they don’t clean your windshield and check the oil level, water and tire pressure, you pump your own gas, and but they do charge a buck of money for their fuels. Sound familiar?