Alaska Airlines and Hawaiian Airlines are making a bold move in their first joint marketing campaign, putting social media influencers at the center of their new strategy. You may not be in the target audience if you’re unsure what this even means. Influencers have a large social media following, and their sponsored recommendations can affect purchase behavior. At least, that’s what the airlines are betting on.
We’ve seen some promoter names floated around but can’t confirm. The list of suspects includes a podcaster, a home bartender, and a TV reality star, among others.
Instead of traditional loyalty promotions or airfare sales, the airlines are leaning into aspirational branding, using social media personalities to promote premium offerings and new routes.
This follows a larger industry trend that aligns well with Hawaii, where airlines aim to sell a curated lifestyle rather than just flights. But Hawaii-bound travelers have long booked based on price and schedule, raising the question: will influencer marketing drive real bookings, or is this just another polished campaign that doesn’t reflect the actual buying and flying experience?
In humorous but telltale comment, regular reader Kyle S. said, “I’m young, only 24, but I can tell you for a Fact no one who listens to “influencers” can afford Hawaii. If you have time to listen to what those idiots have to say you aren’t productive and can’t afford to take nice vacations. I’m able to afford to because I spend all my time at home Working.”
How influencer marketing is reshaping airlines.
With social media now shaping how at least some people travel, including to Hawaii, the airlines are shifting toward this new branding that feels more personal and experience-driven to the target audience.
Hawaiian and Alaska’s latest campaign taps into this trend by showcasing influencers enjoying premium-class seats, experiencing Hawaii’s top destinations and highlighting the airlines’ service offerings. The goal is to appeal to younger travelers who follow social media personalities and seek an upgraded Hawaii travel experience.
Alaska Airlines has already made a name for itself in branding shifts.
This took place most notably after its acquisition of Virgin America in 2018. After that merger, Alaska struggled to integrate Virgin’s sleek, millennial-focused image with its more utilitarian identity. Over time, it adopted Virgin’s modern aesthetic elements, including premium cabin upgrades, mood lighting, and a stronger focus on West Coast branding. Those lessons may now inform how it approaches the Hawaiian integration.
Does influencer marketing drive real Hawaii travel bookings?
Social media campaigns often succeed in industries with impulsive purchases, such as fashion or beauty, but airline travel differs. Booking a flight involves multiple considerations, including costs, especially when factoring in Hawaii accommodations, schedule, and baggage policies—factors that a polished influencer campaign doesn’t necessarily impact.
Past airline influencer campaigns have produced mixed results. Lufthansa partnered with social media personalities to promote its premium services, but recoiled when it didn’t appear to change consumer booking habits significantly. On the other hand, Spirit Airlines used influencers to reshape its low-cost image with some success—but that was in a market focused on budget travelers, not one built around premium branding.
Hawaiian and Alaska now face the same challenge.
One of the most significant risks of influencer marketing is when branding creates an expectation that doesn’t match reality. This is particularly relevant on Hawaii flights, where most passengers fly economy on narrow-body planes with limited legroom and crowded cabins.
Hawaiian and Alaska’s campaign could backfire if it overemphasizes luxury while most passengers experience a standard economy-class flight. For influencer marketing to succeed, the airlines must ensure that they highlight improvements or offerings that benefit a broader range of travelers—not just those flying in premium cabins. Let’s see how that works.
If Hawaiian and Alaska use influencers to showcase elements that truly matter to Hawaii travelers—such as cultural experiences, unique destination insights or even sustainable travel initiatives, it could lead to more meaningful engagement.
What’s at stake for Alaska and Hawaiian.
This campaign is more than just a test of influencer marketing—it’s a defining moment for how Hawaiian and Alaska Airlines will shape their brand identities post-merger. Hawaiian Airlines has long stood apart for its unique connection to the islands, while Alaska Airlines has worked to modernize its sleek image. Merging these two reputations will still require a delicate balance.
If the campaign feels disconnected from travelers’ experiences, it could erode trust and loyalty. On the other hand, if it highlights tangible improvements that flyers genuinely appreciate, it could be a successful evolution for both airlines.
With increasing competition in Hawaii’s airline market, Hawaiian and Alaska have little room for missteps. Travelers will ultimately decide if this new strategy resonates—or if it’s just another flashy campaign that doesn’t match the reality of flying to the islands.
What’s your take on this type of marketing? Are you more inclined to buy?
Get Breaking Hawaii Travel News
Same question! I exclusively got the Alaska card for direct West Coast routes to Hawaii and couldn’t use my companion fare at all this year (lost it) because suddenly all the routes had moved to Hawaiian or gone away entirelty. Super unhappy.
Good to know. Hopefully all those that follow influencers will jump on Alaska in the future. That way I won’t have to fly with those 40 watt bulbs. I will stay with Delta or others.
As long as Alaska doesn’t mess up the reliable Airbus fleet
Let’s get back to basics: a comfortable ride at a fair price that will get you where you want to go with the least possible problems. bd
Social media influencers? Yup, not targeting my demographic.
Enrolled Alaska mileage plan 1983
Million miles ÷
Kids milage plan since 3 yrs old
Granddaughters
8 yrs
2 yrs
Mileage Plan
Now looking at options booking other airlines
No real benefit anymore.
Price raised with merger just like the fear that it would.or will
Customer service all time low- started with virgin merge.manipulate flights-
Cancel-consolidate.
Seatac worse airport in America- due to construction. Period.
Automation and deterioration.just a bad deal to the loyal alaska flyer.
One of the masses.
It’s about the money- always.dont get me wrong there are still some gems out there..long term employees. I thank them.aging out loyal flyer.
Hi BOH, request from a reader. Look into the Alaska Air credit card Companion Fare. As of this summer, Alaska has removed most of their routes to HI (ex: SAN, LAX, SJC, SFO, PDX) and left them to Hawaiian. This has made the AL Companion Fare useless for Hawaii-mainland travel. I’m sure this has hit many travelers hard, myself included! Is Alaska planning on extending the Companion Fare to cover “Hawaiian” branded flights? If so, when?
And too bad Alaska is sticking with Visa (who threw the deplorable ‘X payments’ a lifeline).
Since Alaska is sticking with Visa, we’re leaving their card we’ve had for a decade. That’s the real story. That’s one “influencer” who had the opposite effect on me.
Safety, cost, schedule, comfort, access, etc are real & tangible necessary considerations leading to purchases with more ease & speed. Any social media influencer ad campaigns focused on luxury, high end, fake lifestyle imagery would be a set up for a variety of disappointments. That style of communicating goods & services is so over rated and underserving, in my opinion. Thanks for your fair reporting. I value your interesting coverage.
As soon as Any business starts pushing an “influencer” my immediate reaction is to just say no and immediately delete whatever it is they are pushing because pushing is exactly what they are doing!
There is literally nothing a so called influencer can ever tell me anything new about travel to Hawaii and the Only way that you will ever find me in Seattle is the night before I get on a cruise ship to Alaska! New is definitely Not an improvement for me!
I’m young, only 24, but I can tell you for a FACT no one who listens to “influencers” can afford Hawaii. If you have time to listen to what those idiots have to say you aren’t productive and can’t afford to take nice vacations. I’m able to afford to because I spend all my time at home WORKING
Aloha Kyle S,
I’m with you on this 100%!
You are so very correct.
I have high hopes for this merger when all the dust settles in next 12 to 18 months. I sure hope that the gurus at AS/HA aren’t misreading or even over thinking this thing, so much so that they miss the mark completely. Not really sold on the “influencer” approach for an airline that’s trying to merge two very distinct brands, but I’m willing to be persuaded.
But their rich parents can
I don’t see the issue here, According to Alaska Airlines, when all the dust settles down the road, all the flying to Hawaii will be Hawaiian Airlines branded, so consumers will have one less brand choice.
So if they don’t “buy in”, what does that mean? The only scenario by this question is that current Alaska Airlines passengers won’t be able to fly on Alaska any more and will choose not to fly on Hawaiian, so they’ll do what? Suddenly decide to fly on United and change planes in San Francisco?
If you mean “branding” as something to do with perceptions of what a Hawaiian vacation is, then that’s not what a “brand” is.