Bellwether Hawaiian Airlines is feeling the heat from Hawaii newcomer Southwest Airlines. The big question is what’s next in Southwest vs. Hawaiian Airlines competition, following short-lived yet eye-popping $49 Hawaii Airfares. In a nutshell, let’s just say this isn’t over, in fact it’s barely started.
Introductory $49 airfares.
On Monday at 6am HST, Southwest released their first Hawaii routes replete with introductory $49 Southwest Hawaii deals. Those were between Oakland/San Jose and both Honolulu and Maui. First flights start on March 17, with staggered introductions throughout May including inter-island flights.
In the first round Monday, $49 airfares were sold out in less than one hour. The lowest price then went to $79, and those sold out within about 90 minutes. So in a few short hours, the best long-awaited introductory airfares were gone and we were back to pricing somewhat as we know it.
Best prices as of today.
$99 airfares remained and those have lasted to some degree. If you can fly in September, there are still a limited number of $99 airfares available from Oakland, but you’ll need to hunt to find them. In September, Southwest’s best prices range from $99 to $179. Hawaiian’s best prices on that route range from $139 to $179. The Southwest fare includes two free checked bags, while the Hawaiian fare includes advance seat selection, which Southwest does not offer.
$29 Inter-island fare war.
$29 introductory inter-island airfares stuck around for some time, actually nearly two days. When introduced, those were met with a nearly immediate $29 Fare War on Hawaiian Airlines Inter-Island. As of today, however, both carriers have raised the lowest price of inter-island to $49. In itself that price harkens back to fares of 20 years ago.
We haven’t really even begun to see competition.
There was immediate relief for the industry, as Hawaiian Airlines, Alaska Airlines and the legacy carriers (American, Delta and United) did not even need to respond to Southwest’s introductory airfares. Why? Because these sold out almost immediately and before others could even respond. That’s because there was an enormous demand for the cheapest fares, and because the dates of availability were only through September. So, round one came and went with very little bloodshed and without a wide-ranging fare war. But that was just round one.
Three things that will incite Hawaii airfare wars.
1. On or about March 14, Southwest will extend their schedule through November 2, 2019. That will create another month’s worth of Hawaii inventory. We don’t know how aggressively they will price it, but we think it will be at $99 or perhaps even lower.
2. Southwest will soon introduce a number of near-term Hawaii routes. Those could be announced, without prior notice, at any time. Upcoming routes include nonstop service to Kona and Kauai from San Jose and Oakland, as well as flights to all four islands from San Diego and Sacramento. With these will come more introductory airfares, again at $99 or perhaps even lower.
3. Lastly, more inter-island routes will be announced. When more of these are announced, another round of inter-island fare wars will ensue.
Hawaiian Airlines on competition with Southwest.
Regarding competition with Southwest Hawaii flights, CEO Peter Ingram said: “I am very confident that we have cost structure that will allow us to be competitive…. We compete effectively because we focus on a single thing, our unique brand of Hawaiian hospitality. How we do that… won’t change…. We won’t try to do what they do.”
Peter said that competition in our Hawaii market isn’t anything new. “…(When) we had Allegiant start service to Hawaii and I remember a lot of the investment analysts…were sort of prophesizing the immediate doom of Hawaiian Airlines. We’ve had Alaska coming into the market… ATA was in the market…. there is a long list of competitors we have dealt with.”
Beat of Hawaii’s take on Southwest vs. Hawaiian Airlines competition.
While there has always been strong and changing competition in the Hawaii market, 2019 unquestionably represents a major paradigm shift. We saw that this week, with brief but totally unprecedented $49 Southwest Hawaii deals from the mainland and $29 Hawaii inter-island airfares. And, as a result, Hawaiian Airlines stock was down 11% on Monday.
An entrant the magnitude of Southwest Airlines is something that we have never seen in Hawaii before. You simply can’t compare the legacy airlines, Allegiant, ATA, or even Alaska Airlines to Southwest.
As an interesting side note, Andy Watterson, arguably the brains of Southwest Hawaii plans, and their EVP and Chief Revenue Officer, was previously the VP of Planning and Revenue Management at, you guessed it, Hawaiian Airlines.
While the $29, $49 and $79 deals are gone for the moment, don’t despair. More of these cheapest time to fly to Hawaii deals will be returning in the days ahead as more routes and available dates are announced by Southwest and as Hawaiian and other airlines respond to competitive pressure.
We’re also awaiting Southwest Hawaii red-eye flights, that will allow them to join their Hawaii flights to the entire US route network.
Rob says
Hello from snowy and cold New Jersey…so what do you suggest summer travelers from the east coast do in the meantime? Specifically mid-to-late summer, like August? Should we wait a bit or is airfare as good as it’s gonna be? Thanks!!
Beat of Hawaii says
Hi Rob.
Yes August is always a good time for airfares and for fewer crowds in Hawaii. With or without SW. Currently priced in $700’s from EWR in August, and potential for a drop of maybe $150RT.
Aloha.
Jack says
Any thoughts on when Southwest will add service to Kauai?
Shawn C. says
Even if you are able to get a $49 or $99 Southwest airfare you’ll still have to spend hundreds, or perhaps thousands, of dollars more once you get there on lodging, meals, activities, etc. The airfare savings probably amount to 5%-10% of your total trip cost. Not sure this is the best reason to pull the trigger on a Hawaii trip.
Matt S. says
Any idea when is SWA planning to fly direct out of LAX to the islands?
Elizabeth P. says
Please could you let me know. I am travelling from Oakland or S.F to Honolulu a wedding April. Should I buy now or wait til Southwest comes out.
Thank you.
Beat of Hawaii says
Hi Elizabeth.
We can’t say definitely. Gut call, if you’re asking for that, is to wait. If it is the first week in April you are traveling, that could stay somewhat expensive due to spring break.
Aloha.
Rhonda C says
My husband and I are on the large side..long legs and wide seat..please, is there a certain airline that will accomadate us? And is there a way to request a certain plane (one that offers more seating space) and how will we know what type of plane we will be flying on? We are rookies at this whole thing, thank you for your reply
Beat of Hawaii says
Hi Rhonda.
Space is almost directly related to cost. Economy seating is pretty much but not exactly the same across airlines and planes. Generally expect 31-32 inches of distance between seat rows and a 17″ wide seat. It isn’t much, that is for sure. If you want more legroom, then you can opt for premium seats which have some cost associated with them. You can see these specifications and prices by researching websites of the airlines you are considering flying. For more seat width, however, you’ll end up needing business/first which is going to cost multiple times the lowest economy fare.
Aloha.
David K says
Will Southwest offer connecting flights from mid-America, specifically Little Rock to Honolulu. I am planning trip from early December, 2018 to early February, 2019.
Davilyn says
Will Southwest be flying Hawaii to Vegas. Hawaiian turned their bulk head seats that people need for medical reason ….now you have to pay 80.00…..can’t sit in the regular cabin seats to tight. The red eye flight they give you a drink and a bag of nuts then you don’t see them till you ready to land…
Linda B says
I sure hope we hear soon. We will be flying to OGG end of February. Personally, I like Hawaiian airlines but I don’t like their prices. I am going to wait as long as I can to book.
Dawn says
I too have been a loyal Hawaiian customer for more than 20 years. Granted, I only travel to the islands once or twice a year. I’ve stuck with Hawaiian through the years because of schedule, price and pure loyalty. But that all ends this year. Hawaiian’s prices have gone up disproportionally vs their competitors, their mileage redemption also seems out of whack. And don’t even get me started on their ridiculous inter-island prices. But they were cheaper than other legacy carriers when it came to luggage. I’ve had their credit card for many years, so that takes care of one suitcase. We travel with our bicycles and Hawaiian has been cheaper than many others. But when I finally took a look at Alaska, I was shocked. Without any sale, their prices were lower and they don’t differentiate between a suitcase of clothes and an oversized bike bag. Yep, Hawaiian charges me $100 from the Mainland to Hawaii. Alaska, $0. Then you add in the $99.00 companion fare for credit card holders which is far above the $100 credit that you get from Hawaiian. Alaska is adding a direct flight from my home airport (SMF) to our favorite island (KOA), and then with Southwest flying from Sacramento hopefully in 2019, I think I may have just flown my last Hawaiian flight.
Bruce M says
Right on! Hawaiian Airlines was built on the backs of locals flying inter-island. Now that they’ve gone international perhaps it’s time to show some aloha for the ones who have had minimal choices between islands. Hope SW makes a huge splash!
Not a happy camper.
Bruce M
ane t says
Aloha. I sure hope SouthWest comes in with inter island flights. Hawaiian has no real competition and charges a fortune. They advertise sales but that is if you fly at 6 am or really late at night. For those of us who have to fly over for medical or business reasons it is completely ridiculous!!!! Not to mention there is NO MERCY if you are involved even in a medical emergency – unless you are in the hospital. Even United is better than that! So over Hawaiian!!
Dean D says
Interesting the AB321, having sat in American Airlines AB321’s I have to admit they have the most uncomfortable seats my wife and I have sat in. Thin padding, lower part of the seat is too short (rear of seat to front of seat). The tray table is too small for even a small laptop, it has a “form fitting” cut out so the tray has an opening where your body is. The tray table was too tight of a fit for even the skinny guy sitting next to me, let along a bigger guy like myself. I can’t imagine a long flight on one of those, we had a short flight from DFW to DEN and were pretty miserable.
Hopefully Hawaiian addresses these issues on their configuration of this aircraft.
Thanks,
Dean
Beat of Hawaii says
Hi Dean.
Yes compared with legacy wide-body planes, the new single isle ones (both Airbus and Boeing) are very tight. Seems to be the way of the industry rather than airline specific.
We often end up upgrading at extra cost just to get back to the basic comforts of days gone by.
Aloha.
Rick N says
I want to fly from the Bay Area( Oakland or S.F.) to Maui on Sat Nov. 24 returning on Sat Dec. 1st. Since it appears that Southwest won’t be flying to Hawaii by then, when do you suggest I book the tickets and do you think Hawaiian Airline is the best way to go?
Thanks,
Rick N
Beat of Hawaii says
Hi Rick.
$489 either on Alaska or Hawaiian RT for your Saturday flights. Really good price. Either is great. Wouldn’t wait.
Aloha.
Paul says
Competition is not what this should be about! Lower prices don’t come from competition. Prices of flights is generated by how many people fly to a certain destination and returning from that destination, fuel prices and consumption for the flight, employee wages benefits to get the flight scheduled and on to it’s destination and back,ground handling of baggage’s and cargo, air craft maintenance and pre-flight inspections, safety training for flight crew and ground handling crews. The flight times schedule bidding. Every major Airlines that are at the top 10 in America has this cost to factor into ticket pricing each passenger. These are just a few of thing that go into consideration and cost of getting us there and back safely. Competition just adds more flights to go to certain destinations.
Timothy W says
Paul,
While a cost-of-services analysis is key to determining airfares of any given airline, it is ultimately 100% controlled by competition’s pricing because people speak with their wallets. However, the lower pricing introduced by competitive airlines will force others to follow suit to prevent losing market share. Therefore, competition will overrule most other factors, including desire for profit.
Mic D says
Yes, it’s called “the Southwest affect”, google it, it’s a phenomenon that says every market Southwest enters, they eventually dominate it, but in doing so, their competitors are forced to lower air fares as a result.
Francis says
It is long past due for Hawaiian to have some formidable competition after years of arrogant, selfish and uncaring policies by its former CEO. His only purpose was to make money for himself and HA shareholders with little regard for passengers, crew and employees. As a decades-long, loyal customer of Hawaiian since Aloha met its demise, I was treated with little respect or value even as I nearly earned Platinum status just from vacation flying after retirement. Even appeals to supervisors and a letter to the CEO went unheeded. I’ll never pay for another Hawaiian flight, but will continue to use up my built-up Hawaiianmiles until they are exhausted or Hawaiian goes under.
Dawn says
Aloha. I’m a HUGE fan of Southwest & love NO baggage fees! This is my 1st trip to Hawaii to celebrate our 15th anniversary in September. It seems like price gouging for Hawaii Air to charge $25/bag for a 35 minute flight on top of ticket fees. I’m paying for the trip with my social security for this #1 bucket list dream (4 islands in 3 weeks.) This will be the only time I can afford to do it. For our 2 checked bags it will cost us $250 in bag fees on top of almost $2K in airfare. Southwest = cheap fares & no bag fees. Hawaiian Air = lots of money. Heavy sigh.
Lorna says
Dawn, it is probably too late if you already bought your ticket, but if you get a Hawaiian Credit card, your bag is free. I travel to Hawaii a lot and it really helps. Although I usually fly United, I have a CC there as well.
Have a wonderful trip. Aloha
Msrk says
Join Hawaiian air mileage program. It’s free and when you’re a member the baggage fees are cheaper ($15 vs $25 for 1st bag, $20 vs $35 for 2nd bag) for inter island flights. I did this last year and saved $60 In fees by signing up me and my family. Enjoy your trip!
Kathy J. says
We never check luggage to Hawaii any more; carry-on only. No problem, and no lost luggage!
jackie says
I totally understand what you are saying about plane costs. yes southwest is the best .hoping it starts soon as my daughter moved to the big island two yrs ago. I live in florida so it makes it more costly. I fly united because I have the credit card and with it get free bag ,priority boarding, even priority security which is good as I am retired and disabled. this past month I flew the shortest flight which was tampa to denver ,denver to Kona. we had to drive 2.5 hrs to airport but it was still cheaper. my ticket was 921.00 plus think 56.00 for the insurance. I recommend whatever airline you use to get the insurance. I t takes me six months to save for a ticket and little spending money. oh forgot one thing with a united credit card I also pay nothing for my seats unless I want first class. Happy 15th anniversary to you
Linda says
Will southwest be flying from LAX to maui by september this year?
Randall says
I live in Dallas and we have a neighborhood couple that both work for SWA. They are saying not to count on LAX to HNL or OGG anytime soon. Evidently SWA concerned about a big percentage of those flights being taken by “non revenue” points holders, particularly from CA and TX. I personally have over 100K SWA points and am waiting anxiously as well.
Michelle says
Unfortunately, no. My husband and I will be relocating to Hawaii when Southwest opens flights. Though we have received the initial confirmation of selection for relocation, there has not been any additional updates to final dates. The initial date we had was possibly “mid” Oct, but that is coming up fast and no update yet.
Tim says
Hopefully, the first revenue flight will be OAK-HNL on an aircraft adorned with “State of Hawaii” livery.
Diane says
Thank you for this informative information!
So we plan to travel at the end of June from Las Vegas to Maui. We were hoping for Southwest to be in action by then. So reading this makes me think, we should book now? What do you advise?
Beat of Hawaii says
Hi Diane.
No they won’t be flying by then. Suggest booking now.
Aloha.
Linda B says
Diane, have you tried try the Hopper app? I use it quite often. It is a price predictor for when you want to fly. It gives you an idea of when to book, now or wait.
Laura G says
We NEED true inter-island service that would break the choke hold that Hawaiian has had for some time now. We need AFFORDABLE, competitive inter-island. And we need it yesterday!