Hawaiian Airlines is pulling the plug on its most premium airport experience just one year after launching it. This raises questions we’d previously pondered after visiting the facility about demand, Alaska Airlines’ influence, and what else would be next for Hawaiian’s premium travelers.
Hawaiian’s premium airport service is shutting down.
Hawaiian Airlines will reportedly discontinue its premium airport service and close Apartment 1929 on March 14, 2025. The service, introduced in early 2024, provided a unique, high-end airport experience at Honolulu Airport, offering expedited check-in, TSA fast-tracking, personalized service, and lounge access.
Apartment 1929 was Hawaiian’s most exclusive lounge to date, featuring an intimate setting with indoor and outdoor seating, shower facilities, and a pre-ordered dining menu with cocktails curated by Bar Leather Apron, a James Beard Award-winning bar in Honolulu. Access was restricted to passengers booking the premium airport service, which started at $500 per couple. The service also offered escort/car service to and from the plane, curbside greeting at HNL, priority escort TSA in Honolulu, and baggage transfer to your Honolulu hotel.
Hawaiian/Alaska has said it will sunset the service to focus on an enhanced lounge strategy developed in collaboration with new owner Alaska Air Group. However, with the new lounge not expected to open until 2027, premium travelers may face limited options in the meantime.
Was this a mismatch for Hawaiian?
Unlike airlines specializing in high-end ground services, Hawaiian has never been known for luxury-focused airport offerings like this. Even before this service launched, many, including us, questioned whether a high-priced, concierge-style experience aligned with the airline’s brand.
Many felt that Hawaiian should have invested in improving its existing lounges rather than introducing an ultra-exclusive option. That now appears to be the re-direction. Brandon wrote: “Weak, especially for that price! How about they worry and upgrade their already existing weak lounges?” Drew808 agreed: “For all the money HA likely invested in this lounge, it seems a bit of a waste. They could have freshened up their existing lounges for a fraction of the cost.”
Why Hawaiian ending the service just now.
One likely factor is low demand. The pricing structure and limited time allowed in the lounge made it difficult for many travelers to justify. Mark R wrote: “Unless I am missing something, this is $500 for one hour, correct? You can’t enter until two hours before departure, the plane boards at least 30 minutes prior to departure, and it would require you in most cases to head out at least 15 minutes before boarding time.” (Editors note: lounge access was 2 hours before departure).
Another key factor is undoubtedly the merger with Alaska Airlines. Hawaiian Airlines is being integrated into Alaska’s business model, and Alaska does not currently offer a similar VIP airport service. Alaska has built its brand around premium in-flight experiences rather than ultra-exclusive ground services, so this could reflect a broader shift in strategy. Alaska will instead focus on elevated but more traditional lounge experiences.
What this means for premium Hawaiian travelers.
With the closure of Apartment 1929, Hawaiian travelers looking for a premium experience at Daniel K. Inouye International Airport will be left with limited options. Ellie wrote: “We have been flying HA for over 30 years – always first class to HNL – have found the lounges OK, but not great. Now, charging $500.00 for a service most airlines provide around the world. Hard to understand!”
Hawaiian’s Premier Lounge, the airline’s main airport lounge, remains open, but it has long been criticized for its overcrowding, basic food offerings, and lack of amenities. The airline has promised an improved lounge in the future, but it will take years to materialize. They also offer the Plumeria Lounge for Business Class guests, East Coast First Class guests, and Pualani Platinums flying internationally.
The decision to eliminate premium ground services will ultimately be seen as part of a broader shift in how Hawaiian and Alaska approach luxury travel. While airlines across the industry have been increasing premium offerings, this move suggests that Hawaiian and Alaska are taking a different approach to this odd but brief foray.
Conclusion.
Hawaiian Airlines’ attempt to offer an ultra-premium airport experience was short-lived. Apartment 1929 and its premium airport service will shut down in March, leaving premium travelers without a comparable replacement. Upgraded lounge services at Honolulu are at least two years away.
As Hawaiian continues its integration with Alaska Airlines, the future of its premium experience remains changeable.
We welcome your thoughts.
Lead Photo – Editor Rob receiving complimentary Apartment 1929 escort service at HNL.
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I have used this service three times from HNL to LAX/LGB. My third time, today, I found out it was being discontinued. Yes, it is a bit on the pricey side, but it was totally worth it, especially traveling with elderly parents. Dealing with luggage and a parent in a wheelchair is too much! This service took the stress off me. I will miss this and wish the Hawaiian would reconsider. It is much better waiting for the flight in Apartment 1929 for an hour or so instead of the gate. For me, the price was totally worth it!
Plumeria lounge is also accessible via Priority Pass. While I have access to the Premier club, thanks to my Gold status. I’ll often try to get into Plumeria with my priority pass, as Premier doesn’t really have food, and no alcohol.
Like many things HA has done, this was poorly conceived. It would have been far wiser to simply enlarge and upgrade the Plumeria and Premier Club lounges with better amenities and catering.
I have a problem sitting- pain in pelvic region. To to fly to Hawaii – Maui I need a 1st class seat that reclines.
Does any airline flying directly to Maui from LAX Offer 1st class seats using American Express points yo upgrade our seats?
Hawaiian Airlines could never seem to compete with the “big three” airline airport lounges at the entry level, meaning AA Admirals Club, DL Sky Lounge, and United Club. Neither Alaska or Hawaiian have ever been a player at the higher level of AA Flagship, DL One, or UA Polaris. Maybe the new AS/HA could update and refresh the Premier Club Lounges, and they could start with the Lihue location, which sadly is an embarrassment and somewhat of a joke!
I’m all in for bigger area seating, for a modest increase in cost. You should have more business class seating without changing economy class area dimensions. You should be able to afford soda and coffee service for the 5 to 6 hour flight, even though you will not have as many people on board.
Thanks for letting us comment on this changing/merging company.
I’d love to know how $14M Parachute former CEO Peter Ingraham thought that would be a good idea in the 1st place.
We used the premium service last year and it was amazing, especially when our arrival ended up being delayed over 12 hours and we finally arrived at 3:30 am. Since the rental car counter was closed our 3 hosts still met us at the plane with smiles on their faces, fresh leis and grabbed our bags, put us in a SUV and took us to our hotel. We are using this service again in a couple of weeks, so I guess we will be one of the last ones to use it. It was pretty expensive for what you get, but we decided to splurge since we come to Oahu once a year and save all of our miles for first class. Yumi and Brooke took very good care of us last time.
I used Apartment 1929 once, and while it was nice, it definitely wasn’t worth the money. The two-hour time limit barely let me enjoy anything, and it felt more like a rushed experience than a relaxing one. No surprise that it’s disappearing.
I am Hawaiian Pulalani Platinum Elite and never even knew this level of service existed.
If this was an attempt to compete with big airlines that have real premium offerings like this, it failed badly. Hawaiian has never been about luxury airport experiences, and I don’t see that changing under Alaska. Maybe they’ll focus on better onboard or normal lounge services instead?
Hawaiian’s lounges have been embarrassing for years, so it was weird that they tried to go from that to all-in on an exclusive VIP experience instead of fixing what they already had. Now it’s gone, and we’re left with the same tired airport experience for years to come.
“Embarrassing” is a good characterization. They need to visit some of the business class lounges in Europe to learn a thing or two about food and various amenities. But that is never going to happen.
A $500 service that barely gave you enough time to enjoy the lounge? No thanks. The whole thing felt overpriced from the start, and it sounds like a lot of other travelers agreed and didn’t try it.
Premium travelers should not have to pay for a service like this. This was not very well thought out. Spent two hours at a Delta One lounge this morning at LAX. Wow! What an experience.
Very exclusive for Delta travelers on Delta One tickets.
This is probably not something HA/AS will ever be able to equal but what they offer now is a joke.
They need to up their game.
Great article gentlemen.
Hi Kelly.
Thanks! Thanks for reporting on the Delta One lounge. We’ll be trying out and reporting on more lounges going forward.
Aloha.
It really gives a perspective of how a premium travel experience can be really awesome.
My daughter and I are traveling from KOA to MUC Munich.
We only paid $3500 for first class for the entire round trip. I have paid that much on HA for a KOA to BOS rt.
HA first class has a lot of catching up to do to match what Delta offers.
This just proves that Hawaiian was never built for that kind of luxury travel. Their lounges have always been basic, and now they’re pulling back. I don’t see Alaska bringing back anything similar. It seemed very odd and came at a strange time too.
I was curious about this service when it launched, but the price always seemed way too high for what you actually got. It’s no surprise Hawaiian is cutting it, especially with Alaska stepping in. Maybe they’ll put that money toward fixing the Premiere Lounge instead while we wait for Alaska’s?