A surprising Hawaii airfare sale just launched, but it may leave travelers scratching their heads as it did us. Hawaiian Airlines sent a BOGO branded promotional email. When you click the Hawaiian email link, you’re sent straight to alaskaair.com.
While that’s okay in the sense that we all know the two are now one under Alaska Airlines, it’s a curious mismatch that the ad doesn’t direct you to the Hawaiian Airlines website. And, while the email says flights “after 5:00 pm,” in another place, under Important Travel Information, it just says flights after 5:00 without mentioning the evening.
Editor Jeff got confused and when he saw that above thought that was 5 am. In any event, that matters, since the deal only applies to late-day and overnight flights.
Everything about this offer is specifically for Alaska Airlines, from the rules to the ticketing process. And some of those rules may be misread.
While showing as a Hawaiian Airlines offer, the language states specifically, “Discount code is valid on eligible flights booked on Alaskaair.com.” So, does that mean you can’t really book on Hawaiian, even though the branding of the promotion is Hawaiian? Upon further research, it appears that the flights must be operated by Alaska Air, as stated in the full terms and conditions.
Who can use this deal and when.
The promotion is valid for travel between August 10 and November 19, 2025. You must book by July 16, 2025, at 11:59 p.m. Pacific Time, and enter discount code HIBOGO on the Alaska Airlines fare sale page.
Flights must depart after 5:00 p.m. and before 2:00 a.m. local time. Both travelers must fly together and be booked on the same reservation, in the same fare class. First-class fares are excluded, as are some economy fares. The offer cannot be used with award tickets or upgraded itineraries.
Your reservation can be one-way or round-trip for this offer.
The valid city pairs are as follows:
- Seattle to or from Honolulu, Kahului, Kona, and Lihue
- Portland to or from Honolulu and Kahului
- San Diego to or from Honolulu and Kahului
If you’re flying from Los Angeles, San Jose, Oakland, or Phoenix, we’re sorry to say that you’re out of luck. These routes aren’t part of the deal. The sale is strictly for nonstop flights operating on the listed routes and only if they depart in the late afternoon or evening hours.
One airline name, another airline’s site.
The email announcement features Hawaiian Airlines branding, imagery, and sender address. But clicking any link takes you directly to Alaska Airlines. The booking tool, fare search, and code redemption all happen inside Alaska’s system. There’s no involvement from Hawaiian Airlines on the website at any step in the process that we can see.
This inconsistency is not just confusing.
It’s symbolic of the ongoing transition between the two airlines. As previously covered, Alaska Airlines is in the process of absorbing Hawaiian’s routes, loyalty program, and international operations. The HawaiianMiles program will sunset in early October, and the airlines plan to operate under a single certificate not long after that.
This kind of dual-branding confusion may only worsen before it improves.
A good deal, but only for a narrow group.
The actual value of this offer depends on your flexibility. Travelers who live near Seattle, Portland, or San Diego and don’t mind flying at night might come out ahead. For example, if you find a good fare (one way or round trip) to Honolulu or the other islands, the second traveler pays only the taxes and fees, often under $25. That’s a good discount if your timing aligns.
But for others, the restrictions make this promotion a non-starter. The most glaring problem is that the eligibility window for flights excludes daytime departures. This eliminates a large share of Hawaii-bound travelers, especially families and older visitors who prefer daytime flights and smoother connections.
A marketing mismatch that hints at what’s next.
It’s worth pausing on the marketing confusion here. When a longtime Hawaiian Airlines passenger gets an email from Hawaiian offering a deal, they don’t expect to be bounced to Alaska. And hasn’t Alaska said that the Hawaiian website will just lead to the same single booking engine anyway?
That misalignment creates friction at a time when many travelers are already wary of change that is not as smooth as desired. It also sends a subtle message: the takeover is further along than most flyers realize.
What looks Hawaiian may already be Alaska. What feels familiar may fast be disappearing. And what used to be one airline’s distinct experience may now be buried in a different carrier’s systems, starting with the discount code.
If you score the BOGO deal, let us know your experience in the comments.
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To be worthwhile you really do have to be in a particular situation. Fortunately – I am. Thanks for bringing it to our attention or I would have missed it.
Honestly, I don’t understand the problem. Alaska or Hawaiian, what’s the difference? If it’s a good fare and fits your schedule, then go for it!
I think Alaska Air made a huge advertising error in not stating that the flight would be via Alaska, not Hawaiian. An error of omission or commission? Either way, I was going to jump on it but since we are in the greater Los Angeles area, it was not to be.
Trying to respond to “bossa… What airlines is “AS” that has been flying out of Phoenix since 1985? If that is Alaska, why doesn’t conversion from Hawaiian to Alaska recognize that routing instead of telling me that is not a legitimate entry when it asks for my “usual” departure city?????
If you caught a flight out of Seattle or Portland at or around 5-6 pm wouldn’t with the time difference set you in at HNL or such at around 9 pm Hawaii time. Hit the hotel before midnight and it will cost you one day extra for lodging, resort fee, taxes, just as an extra day arrival cost. What are you supposed to do? Wait until 12:01 am to check in so it makes it the same day? Consider this as why there is a BOGO deal after 5pm. Did you really save in getting one free? Not according to all circumstances IMO. Is it worth renting a car in the night when AI scan can get you on the return? Where do you save?
I did search and found the flights Kona to Seattle were the same as before just alot cheeper. Flights go through Honolulu and are operated by Hawaiian and use A330 and A321. Good deal in my eyes.
Sounds like AS really bungled this ‘promotion’ … Are you sure they’re trying to integrate HA ? Needlessly complicated, disingenuous & non-transparent…
Overnight on 737 doesn’t work for me even with the savings. Sure some people will endure that, but I can’t.
Yes that was one of the oddest airfare emails from Hawaiian. That didn’t even go to Hawaiian but to Alaska. And then it has weird rules that don’t even begin to work for my family.
I looked at these fares and there is another catch. To get the better “discount” you need to connect at another airport. For example, I put in SEA-OGG. If you want to fly on safer HA metal, you are looking at having to go to OAK, LAX or SFO. Kind of defeats the purpose of a direct flight to Hawaii. I’m starting to reconsider Alaska buying Hawaiian as being a good thing.
Don’t mean to burst your bubble, but AS buying HA was Never a good thing for the customer !
AS determined it would be profitable for AS only.
Although in fairness, I doubt it’d be any prettier if HA declared bankruptcy and its remains were relegated to being picked over by the vultures, what a sad & disgraceful ending to any airline !
Hawaiian was well on the way to bankruptcy. I’d rather have Alaska Airlines buy it rather than United, American, or Delta.
I got the same email from Alaska Airlines. Wasn’t confusing at all.
If it says in the Hawaiian Airlines email “Discount code is valid on eligible flights booked on Alaskaair.com.” how is that confusing or misleading?
Hawaiian Airlines flights are not unique. I’ve flown Hawaiian, Alaska, American and United to and from Hawaiʻi at least 18 times. They only airline that was “unique” was Alaska as they are the only ones that offered Mai Tais before landing.
Slightly off-topic but an issue nonetheless. When I responded to the large notice on Hawaiian Air’s website, I tried to register with Alaskan. It wouldn’t let me because the only airport we fly out of on Hawaiian is Phoenix and Alaska doesn’t fly out of there. Have ignored it for the moment but will be making reservations early August and will report what happens when I “make noise”!
Good News ! AS has been flying to PHX since 1985 !
Thanks for the info. Now I know why I was getting nothing when I tried to use the code on the Hawaiian website. I am one of those people who is very worried about how this buyout will affect the Hawaiian Airlines that I love.