Alaska Air’s acquisition of Hawaiian Airlines continues to reshape Hawaii air travel in ways that are only now coming into view. Since the merger closed in September 2024, Alaska has been working to blend Hawaiian’s distinct island-focused operations with its own West Coast-dominant network.
While the airline highlighted extraordinary complementary strengths of both brands in today’s investor call, it also revealed a more pragmatic side to the integration process. Alaska made it clear that Hawaiian must evolve, with leadership stating specifically during today’s call that “discipline will be forced onto that network.”
Alaska Air Group, the parent company, presented its fourth-quarter financial results, offering a closer look at the merger’s financial realities and the logistical steps ahead. With Hawaiian’s network now under Alaska’s control, the company aims to optimize resources, realign routes, redeploy current and upcoming aircraft, and tackle long-standing inefficiencies. These changes will have major implications for Hawaii travelers, affecting everything from interisland service and reservation systems to loyalty programs and international expansion.
Hawaiian’s financial outlook and Alaska’s integration approach.
Alaska’s leadership acknowledged Hawaiian Airlines’ stronger than expected performance in December, achieving record results. However, at the same time, they anticipate a slight loss for Hawaiian operations in the first quarter of 2025 before seeing a steady profitability return in the quarters ahead. The focus remains on right-sizing capacity, deploying aircraft effectively, and applying Alaska’s proven operational strategy expertise to Hawaiian’s network.
Alaska’s C-team highlighted their due diligence in the Hawaiian acquisition, emphasizing a much deeper focus and resolve compared to their previous merger with Virgin America. Despite challenges such as soft spots in Hawaiian’s network and international operations, Alaska expressed confidence that they can align Hawaiian’s performance with their hopes and expectations.
Fleet expansion, including more Dreamliners and redeployment.
Alaska Airlines confirmed plans to add three Boeing 787 Dreamliners this year alone, bringing their total flying to five, alongside 14 new Boeing 737 MAX aircraft. While specific deployment details were not disclosed, Hawaiian’s Airbus A330 fleet is expected to play a significant role in Alaska’s initial expansion efforts, particularly for growing international markets starting this year out of Seattle.
Seattle to Tokyo Narita service will begin using Hawaiian’s A330 aircraft in May, followed by Seoul Incheon in October. Alaska noted that nearly dozens of new markets are planned from the Pacific Northwest, with Europe on the horizon as part of its long-term international strategy. Hawaiian’s aircraft will be used initially before the likelihood of transitioning to Alaska’s newly acquired 787s, more of which are set to arrive over the next two years.
For Hawaii travelers, these changes raise questions about the continued availability of widebody service on traditional Hawaii routes. Alaska remains committed to optimizing its Hawaii-mainland network, though it is clear that narrow-body aircraft such as the Boeing 737 MAX and Airbus A321neo will continue to dominate those routes. A strategy of which planes will be used where is undoubtedly still evolving, including the mix of widebody and narrow-body planes.
Route adjustments are taking shape.
Several key route changes are set to take effect as part of the network integration, with Hawaiian flights being replaced by Alaska-operated services. These changes include the following:
Honolulu to Austin flights will end in March, with passengers needing to connect through Alaska’s mainland hubs, such as Seattle or San Diego.
Seattle to Honolulu will see Hawaiian’s larger A330 aircraft replacing one of Alaska’s five daily Boeing 737 flights, increasing seat capacity and cargo options.
San Diego to Kahului is transitioning to Alaska-operated flights with a second daily service added, offering mid-morning and late-afternoon departures from San Diego to Maui, and newly timed mid-afternoon and overnight return flights. This will provide more flexibility than Hawaiian’s existing schedule.
Honolulu to Ontario will transition to Alaska’s 737 service, with retimed departures to better align with traveler demand.
New routes added. Alaska also announced it will offer new direct flights between San Francisco and Lihue, as well as San Francisco and Kona, starting in June. These additions further expand Alaska’s already significant and fast-growing footprint in the islands.
Loyalty program later in 2025 and reservation system integration in 2026.
The integration of Hawaiian’s loyalty program into Alaska’s Mileage Plan is progressing, with major changes expected to be finalized and take effect by October 2025. Alaska confirmed that their new premium credit card, which offers a $395 annual fee, will be part of their program by then.
The Huaka’i by Hawaiian resident loyalty program has already registered over 150k members, and Alaska noted that credit card acquisitions in Hawaii have recently risen by 30 percent year over year. Despite these gains, Alaska is focused on just how well Hawaiian’s loyal customer base will adapt to Alaska’s new programs.
According to Alaska, a major milestone will come in April 2026, a hard date when the two airlines transition to a single reservation system. Alaska executives emphasized that this move will unlock significant synergies, allowing for greater operational efficiency and a seamless booking experience across its entire network.
The interisland and Southwest factor.
Alaska noted that Hawaiian’s interisland performance had been improving even before the merger, with demand exceeding their initial expectations. Neighbor island routes, a decades-long cornerstone of Hawaiian’s operations, continue to show resilience despite ongoing challenges in aspects of the broader Hawaii market.
Southwest is reducing interisland flying simultaneously, which speaks to a diminishing Southwest Factor in the islands, and the likelihood, we suspect, of $300 round-trip interisland airfares ahead.
Fuel pricing and Hawaiian’s cost advantages.
Hawaiian’s fuel supply chain, which Alaska confirmed relies heavily on Singapore-based procurement, has provided a cost advantage for the carrier, offering a different and potentially more favorable pricing structure compared to Alaska’s existing suppliers. Alaska executives noted that fuel costs have remained stable for now, which could support ongoing profitability improvements as the network optimization continues.
Looking ahead to further changes in Hawaii.
As the merger continues to progress, Alaska is focused on achieving a full operational integration by 2026. Leadership clarified that this will still require patience as the two distinct and century-old brands work toward a seamless transition as possible. Alaska’s strategy to grow international business travel while maintaining a strong presence in Hawaii will be a key area to watch.
For travelers, the coming months and even years will bring far more adjustments in routes, aircraft, loyalty programs, and service expectations. Alaska has made it clear that Hawaiian’s network must become more profitable, and travelers should anticipate further refinements as Alaska now applies its own well-honed operational discipline to Hawaiian’s brand.
What news were you most interested in hearing, and what questions would you ask Alaska?
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San Diego to Maui changes reduced morning capacity by 1/2, now only with jacked up prices on Alaska. On the return, enjoy landing at midnight or 5am.
C’mon – this was one of very few overlapping city pairs and Alaska destroyed it. Thanks for flexibility no one wants. HA57 rest in peace, forever in my heart!
Alaska and Hawaiian must align all their baggage rules in order to provide a seamless travel experience for customers. No client wants to book with them if the baggage rules change when the traveller changes planes. To date, Alaska has provided no guidance looking fwd on this important issue. Alaska’s baggage rules are far more customer friendly than Hawaiian’s in my estimation.
And Hawaiian did this to thier faithful customers …. 😩😭
Just give it all to us at once so we can decide what we want to do, since you already know what’s going to happen sooner than later, Hawaiian / Alaska
I suspect the South Pacific and Asian flights are going to take a hit.
I recall reading somewhere that the long-term plan was to operate all flights to/from Hawaii under the Hawaiian Airlines brand and all other flights under the Alaska brand. I don’t recall where I read it. Was I mistaken?
Hi Drew808.
You recall correctly and you read it here. That’s what Alaska said previously but clearly that has changed. It is a complicated and moving situation.
Aloha.
I hope Alaskan Air company will also look into the route from HNL -PPG. Hawaiian Airline is the only airline that services our island. The o/w fare is $800+ just from HNL to PPG, whereas HNL LAX can be as low as $300 R/T.
The customer service between LAX- HNL is excellent, whereas, HNL-PPG is terrible, they’re very rude and treat Samoan people unkindly. I know this for a fact because I have taken this route many times.
Thank you.
It’s ridiculous that you no longer will be accepting Pualani member and that it will be honored until the end of 2025 . I am willing to pay for pualani gold . Even if I don’t meet the segments , I’m ok with that because I don’t have to pay for 2 pieces of luggage
The more I read about what Alaska plans to do with the Hawaiian infrastructure (planes, routes, etc.), the more it sounds like Alaska is taking a page from WestJet in Canada when they expanded their offerings to widebody and more long distance flights. Yes, there will still be two brands but the “red line” between them is going to start to fade a bit with the 787’s coming on board, potentially, in Alaska livery. The more that the airline makes certain routes, like to Ontario all Alaska and rotating out Hawaiian’s brand footprint, the more the red line between the two will fade more.
I truly hope the combined Alaska/Hawaiian company will keep the flights going in and out of Long Beach. It is so much easier going in and out of Long Beach than the chaos of Los Angeles (LAX). It would be wonderful to have a direct from LGB to Lihue…but in the meantime, the connection in Honolulu or Maui is appreciated. Mahalo nui loa for all you do to keep us informed!
Aloha Melissa !
1000% agree with you.
We totally love flying out of Long Beach on Hawaiian.
We are used to and ok with LAX but LGB is awesome !
From our home in Anaheim, it’s 20 minutes max drive.
We hope Alaska’s mgt. doesn’t change anything about Hawaiian’s flying out of this wonderful LB airport.
Take care, safe travels
Aloha
I am about to book PHX to HNL for late May and it is the 330 (wide body….my favorite). I am worried they will remove the 330 from this route. Is it common for them to change out planes even when it states it is the scheduled aircraft? Like if they want to use it on a new route will they just update the aircraft even when reservations are made?
(I understand aircraft may need to be changed due to issues, I am referring to new routes/aircraft changes).
I used to fly American non stop from PHX-OGG, but prefer the 330 so I am willing to take a layover in HNL. If they remove the 330 from the PHX route I will probably go back to American.
Thanks 🙂
Hi SK.
Airlines are contracting to take you between two points. Whether or not they maintain the same aircraft, is always subject to change with every airline.
Aloha.
I am hoping that you are 100% right, but it does bring some sense to what happened to our travel plans for June. Originally we booked a flight on Alaska from HNL to SFO direct (pre merger completion). About a month after the merger, thru my daily checks on our flights I found that Alaska scrapped that flight and put the three of us on the Hawaiian flight the A330 without seat assignments. It ended up being no big deal, because now we are flying back to Maui for the return leg of the flight we are taking over from SFO on HA. But that is why I check my flights each day and hold comfort that United has three direct flights from SFO to Maui on the day we fly if something should go with the HA flight.
$300.00 inter island fare will kill us !
You’re free to find other ways…
Not sure what people expect to pay when transported on a $100 million plane with a highly paid professional crew. Have you priced out a helicopter tour in Hawaii by chance?
No private airline can lose money forever because Hawaii residents expect a subsidy. You can’t put everything on the back of tourists.
Interisland travel was a key concern when Hawaii’s Congressional representatives were reviewing this acquisition. Alaska needed to commit to continuing interisland flights as a condition.
Having said that, I don’t believe that capping prices was ever a requirement. But with Congress getting involved if Alaska makes anti-consumer travel changes, who knows how this might get twisted?
That’s why inter-island travel for residents Must become part of the Essential Air Services (EAS) program. When you live on neighbor islands and need a medical appointment only available in Honolulu, it’s not like we can drive. It’s not always about tourists.
That would absolutely terrible!!! The prices have already risen to $160 RT base for Friday – Monday itineraries, as Southwest has stopped trying to compete. The $160 rates have already reduced my family’s neighbor island travel. $300 would mean we rarely see a neighbor island, which would true sadness. I assume it would kill a substantial amount of the discretionary travel.
Don’t know why they had to state “discipline will be forced…”. Have not heard of Hawaiian giving any pushback
What would Hawaiian push back on? Nearly all of the real leadership positions over what used to be Hawaiian Airlines are now staffed with Alaska leaders. Even when there is a legacy-HA leader in charge, there’s someone at Alaska calling the shots for all decisions regarding money, personnel, etc. If Alaska doesn’t like a result, it’s Alaska leaders that should be getting the performance discussion. It can’t be “all problems are HA’s” and “all progress is Alaska’s” anymore.