Hawaiian Airlines was facing backlash for its surfboard baggage policies not long ago. High-profile surfer Billy Kemper led the charge, calling the airline out of touch with Hawaii’s deep cultural ties to surfing. His public critique sparked a wave of surfer discontent, amplified by others, who shared their frustrations with the airline’s restrictive and costly rules.
Fast forward to today, and Hawaiian Airlines has flipped the narrative 180 degrees. With its latest move to treat surfboards, bicycles, and other sports gear as standard checked baggage, the airline has positioned itself as an ally to local residents and active travelers from across the globe.
From backlash to breakthrough: Hawaiian listens and acts.
The turning point came in late 2023 after Billy Kemper posted a viral video (below) highlighting his struggle to check his surfboards for a short flight between Oahu and Maui. Even after adjusting the bag to meet the airline’s limits, he was denied boarding, leading him to book a last-minute flight on Southwest Airlines instead.
Hawaiian Airlines faced a barrage of criticism for its policies and what Kemper and others described as a lack of aloha spirit. This prompted the airline to revisit its approach. Within weeks, Hawaiian announced a revamped policy that allowed surfboard bags up to 100 pounds and slashed fees for mainland and international flights.
A new era for Hawaii sports travel.
Now, Hawaiian Airlines is doubling down on its commitment to sports-active island travelers. Surfboards, bicycles, golf clubs, and other sports equipment are treated as standard checked baggage, making transporting gear easier, far more affordable, and closely aligned with most other airlines.
Travelers with Hawaiian branded credit cards can check two bags for free, including sports gear, making this a useful perk. Non-cardholders also benefit, as the cost to check these items is now the same as standard baggage: $40 for the first bag and $45 for the second, on flights to and from the mainland.
For Hawaii residents, the airline’s Huakaʻi by Hawaiian program offers one free checked bag on interisland flights and up to 20% off on Neighbor Island bookings.
Hawaiian’s decision to simplify and reduce costs stands out, especially in a region where surfing is more than a sport—it’s a cultural cornerstone.
Traveler reactions.
Feedback from the surfing community has been exceedingly positive. “Billy Kemper really spoke for all of us,” wrote one surfer on Instagram. “Hawaiian Airlines stepping up like this shows they’re listening.”
Another commented, “Finally, an airline that gets it. Surfboards are part of Hawaii. They shouldn’t be treated like an inconvenience.” Even Kelly Slater chimed in following the prior uproar, calling the change “nice work” in support of Kemper’s advocacy.
Final thoughts.
Hawaiian Airlines has come a long way from the surf-gear controversy of late 2023. It’s a testament to the influence of collective voices and public pressure. This complete shift signals a rare win for travelers in an industry where more fees and restrictions often feel like the norm.
By embracing surfboards and sports gear as standard checked baggage, the airline isn’t just making travel more accessible—it’s also reclaiming its identity as a company that seeks to embody the spirit of aloha.
For travelers headed to Hawaii, it’s time to pack your board, bike, or golf clubs and get ready to experience the islands as they were meant to be enjoyed.
Will you be bringing sports equipment on your next flight?
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Hawaiian Airlines and Surfboards ???
“Eddie Would Go … !!! ”
(if you know; you know … smiles)
While it’s about time that Hawaiian Airlines changed its policy, perhaps those who formulated the previously unfriendly policies find employment elsewhere. The New Hawaiian Airlines is definitely changing for the better.
Simply aligning with parent company Alaska’s longstanding policy
SWA has had two free checked bags as a standard since they arrived in island in 2019. HA says they’ll check your board as standard luggage now, but only for free under certain conditions. So, SWA is still free for everyone while HA is free to some, but $40 for the rest. If I am going to see friends on BI, this means an extra $80 roundtrip for juat my board, not to mention any othee checked baggage I may have. While I appreciate HA’s change in policy, it is still lags far behind SWA’s. For flights that are 20-45 minutes, SWA’s service is just as good as HA and cheaper overall. I’ll stick with SWA until HA becomes more competitive from a fiscal stabdpoint.