New Airline Merger Talk Raises Questions For Hawaii Flights

An unexpected moment at Tuesday’s J.P. Morgan Industrials Conference may signal yet another shift ahead in Hawaii air travel. During the session that seemingly was not to be related to Hawaii flights, Sun Country Airlines‘ CEO Jude Bricker’s presentation dropped a reference to a powerful and familiar trio in Hawaii—Hawaiian, Alaska, and Amazon—as part of a broader conversation when asked about airline consolidation.

We listened in with Hawaii air travel in mind specifically, for reasons we’ll share, and we did not leave disappointed. Having met Bricker years ago when he the architect shaping Allegiant’s Hawaii plans, we weren’t surprised he’d be the one to drop something unexpected. And while no merger talks were disclosed, the mention caught our attention for what it might suggest.

Specifically, he was asked if anything was keeping Sun Country out of the M&A (mergers and acquisitions) space. His reply was telltale.

“I think there are a lot of aspects that would make us fit well with others… Alaska just bought Hawaiian. Hawaiian’s got a big Amazon deal. So, you know, I don’t know, but that’s probably the thing that comes to mind.” –Jude Bricker, Sun Country Airlines CEO.

It was a casual comment, one that came from a question that might have even caught Jude off-guard, that was tucked into the broader discussion about mergers and acquisitions—but one definitely worth pausing on.

When you combine Alaska’s ongoing Hawaiian Airlines post-acquisition integration, the growth of Amazon freight flying, and Sun Country’s similar strategy to some degree, the idea of a future link doesn’t sound so far-fetched after all.

The Alaska, Hawaiian, Amazon triangle.

Through its merger with Alaska, Hawaiian Airlines brings valuable assets to the table, notably its operation of ten Airbus A330-300 freighters for Amazon Air. These aircraft primarily facilitate cargo transport across the U.S. mainland, connecting major hubs like Cincinnati and San Bernardino.

Concurrently, Sun Country Airlines is significantly expanding its own parallel cargo operations for Amazon, with plans to operate twenty Boeing 737-800 freighters by the end of this year. Combined that’s a significant fleet, with 30 Amazon planes operated by these two airlines alone.

Once an all-737 operation pre-Hawaiian Airlines, Alaska inherited Hawaiian’s Airbus fleet and embraced the interesting Amazon cargo relationship. Meanwhile, Sun Country built its post-pandemic growth strategy partly around Amazon’s needs, operating Boeing 737-800 freighters under a fascinating long-term agreement that Jude described as one that is pay-for-performance based.

Bricker’s name-drop did not confirm any deal in progress or upcoming. However, in a post-COVID world where cargo, flexibility, and cost control are paramount components and where Alaska is clearly on the move up in the industry, these connections become harder to ignore.

Airline caution meets merger readiness.

What made Bricker’s comment even more intriguing was the timing. The J.P. Morgan conference featured several top airline executives, many of whom echoed concern about economic headwinds and softening demand. Delta, American, and United flagged cautious outlooks going forward. As previously reported, Southwest is slashing Hawaii flights and revamping its strategy entirely.

Amid those industry cautions, Bricker stood out by suggesting Sun Country is “pro-M&A,” noting multiple potential combinations ahead in the U.S. airline industry. He didn’t use the moment to float hype, but instead reinforced that Sun Country’s charter and scheduled service model fits best with other airlines that operate somewhat similarly.

That includes Alaska—another 737-based carrier with its own growing cargo arm.

Hawaii roots and the Jude Bricker factor.

Beat of Hawaii editors Rob and Jeff met Jude Bricker before. That occurred years ago when he was with Allegiant, as their Chief Operating Officer, during the early planning stages of their Hawaii service. He wasn’t just another suit (aloha shirt) in the room—he was in fact clearly the master architect behind Allegiant’s then-quirky but briefly effective Hawaii model. Bricker helped lay the groundwork for their lower-frequency Hawaii flights, which also originated from unusual secondary cities like Bellingham and Stockton and offered ultra-low fares to the islands. We came away thinking Jude Bricker is a very smart guy not withstanding the fact that Allegiant ultimately failed in its Hawaii mission and left.

Even then, Bricker was clearly thinking long-term.

Now, as CEO of Sun Country, he’s evolved that thinking into something quite different but no less distinctive: a hybrid airline that blends scheduled passenger service, charter contracts, and cargo flying under a single operational umbrella. It’s a unique business model—quirky in its own right—but one that is proving resilient in what is fast becoming a volatile airline market.

The merger comment from Jude yesterday didn’t in any way feel like a throwaway. Coming from Bricker, it may once again signal early soft pedaling of his long-range plans.

Sun Country’s own brief Hawaii experiment.

This isn’t Sun Country’s first brush with Hawaii. Previously they operated flights to the islands from Minneapolis, Portland, and Los Angeles. The service didn’t last long, and there’s been no indication of a return, at least under their current model.

That said, Alaska’s takeover of Hawaiian—and its complex web of Hawaii routes—may create a fascinating opening.

If Alaska ultimately needs more narrow-body lift for thinner routes, wants to establish a mid-continent base, or if Amazon aims to consolidate cargo flying under fewer operators, all distinct possibilities, Sun Country could resurface in the Pacific—not as a standalone return, but as part of a much larger airline strategy.

For now, that’s speculation. But the fact that Bricker raised it—unprompted and with names attached—makes it one of the more compelling hints we’ve heard in the latest wave of airline merger talk.

What it could mean for Hawaii travelers.

The question for Hawaii travelers is simple: what happens if consolidation accelerates?

Alaska already has its hands full integrating Hawaiian Airlines. But if they—or another major player—look to absorb a specialized operator like Sun Country, the effects could ripple through West Coast and beyond routes and pricing.

Cargo is a big part of this too. Amazon’s growing reliance on airline partners for timely deliveries changes how airlines think about profitability. And if those cargo partnerships start driving more route decisions, Hawaii could see more indirect influence from companies that aren’t even selling passenger tickets.

Bricker’s comment may fade from the headlines quickly and mean nothing, but it’s worth remembering who said it—and what happened the last time he turned his strategic eye toward the islands.

Let us know what you think. Would another merger change how you plan your Hawaii trips? Are you already seeing signs of industry shake-ups affecting flights to the islands? Comments are open.