This Airline Built The Buzz For Hawaii And Backed Out

They had the aircraft. They had the premium cabin. They even had a partner that was connecting the mainland to the islands. For more than a decade, this airline hinted it was coming to Hawaii—and then, just as quietly, didn’t.

Behind the scenes, a Hawaii launch was more than just talk. It was planned. It was expected. And then something else took its place. The flights never materialized.

It was one of the biggest Hawaii route teases in recent years. JetBlue publicly flirted with launching flights to the islands as far back as 2009, when its CEO at the time spoke of long-term plans. In 2012, 2016, and again in 2021, speculation surged as the airline expanded its Airbus A321 fleet. JetBlue even confirmed it could technically fly to Hawaii. Industry insiders say internal planning was underway before priorities shifted—especially after JetBlue won new European routes. Each time, excitement built. Nothing came.

So why did it fall apart? And what does it say about Hawaii travel now?

The signs were always shaky.

Back in 2021, we flagged the growing buzz that JetBlue might finally make its move to Hawaii, especially with its new long-range A321LR and Mint service expansion. At the time, JetBlue Hawaii speculation was running high, and the airline’s partnership with Hawaiian looked promising on paper. People expected something—maybe a test run from Los Angeles or San Francisco to Honolulu.

But it never happened. Instead, JetBlue started backing away. Their West Coast footprint shrank. The Hawaiian partnership never gained traction, and the airline shifted focus elsewhere.

Then came the great unraveling.

JetBlue’s attempted merger with Spirit, first announced in July 2022, collapsed in early 2024. The airline was left with an aging fleet, grounded aircraft due to engine issues, and no clear growth strategy on the West Coast. Then, its partnership with Hawaiian Airlines is ending (per JetBlue website) on September 30, 2025, along with dozens of other partner programs, as detailed in Hawaiian ends 18 airline and transfer partnerships June 30, the rest of which have already ended.

That cut off one of the only remaining pathways JetBlue loyalists had into Hawaii. With that tie gone, the airline is now completely absent from even indirect Hawaii service, and shows no sign of returning.

West Coast ambitions collapsed, too.

JetBlue didn’t just give up on Hawaii. It pulled back from much of the western half of the country. Cities west of the Mississippi, including Kansas City, were dropped. Flying from Los Angeles was cut significantly. For a carrier once expected to challenge legacy players coast to coast, the reversal was harsh.

Southern California was once expected to be JetBlue’s launchpad to Hawaii, but the airline has since largely undone most of its presence there. Without a critical mass of frequent fliers, credit card holders, or loyalty base in that region, Hawaii never stood a chance.

Airlines with a significant presence in Hawaii rely on nonstop flights from Southern California, Northern California and the Pacific northwest. Gate control, frequency, and loyalty matter and JetBlue had none of that. Even its admired premium Mint cabins couldn’t overcome the structural gaps. In fact, some believe the airline over-committed to lie-flat service without having enough profitable markets to support it. Hawaii might have been a fit, but the timing and infrastructure didn’t line up.

The loyalty problem hit hard.

For years, JetBlue TrueBlue members could access Hawaii through its partnership with Hawaiian Airlines, earning and sometimes redeeming points on connecting itineraries via the mainland. It wasn’t seamless, but it worked. That arrangement ended on June 30, 2025, cutting off JetBlue’s only practical link to the islands.

A new partnership with United Airlines may eventually offer limited connectivity to Hawaii, but that remains to be seen. United already flies to Hawaii from across the mainland and has little incentive to route passengers through a carrier that doesn’t serve the destination directly.

What about a Hawaii merger rescue?

With JetBlue pulling back and its Spirit merger off the table, attention has turned to whether another airline might step in. Some industry analysts have floated the idea of a future tie-up with Alaska Airlines, especially now that Alaska is in the process of integrating Hawaiian. The result could be a far-reaching network linking the East Coast, Pacific, and Asia, with loyalty programs and fleet strategy reshaped under one umbrella.

But it’s far from certain. Alaska has taken a cautious approach to mergers since its bumpy experience absorbing Virgin America, and JetBlue’s network overlaps more heavily than Hawaiian’s did. There’s also the question of whether Alaska would want to take on another complex integration so soon.

Still, the scenario is getting more attention as JetBlue’s challenges grow. If financial pressure persists, some view a combined future as one of the few remaining viable paths forward.

Travelers are the ones left hanging.

JetBlue’s quiet exit takes another Hawaii contender off the table, especially for East Coast travelers who were hoping for competition and something different than the current options. Flights from Boston to Honolulu in a Mint cabin was more than just hype. So was the chance to use points on something unique.

But that never materialized. While other airlines double down on Hawaii, like Alaska, JetBlue vanished from the picture.

They’re not the first to hint at or even try Hawaii and back out. But this one felt different. JetBlue had the planes, the loyalty base, the brand. And still never got here.