HONOLULU -- Hawaiian Airlines last month integrated its back-end systems with Alaska Airlines, which acquired the carrier in September 2024. The integration enabled Hawaiian to join the Oneworld alliance, which it did April 23.
The day before, Travel Weekly editor in chief Johanna Jainchill interviewed Hawaiian CEO Diana Birkett Rakow at the Travel Weekly Hawaii Leadership Forum. The benefits of Oneworld, the Alaska integration and demand were among the topics.
TW: What are the benefits of being in Oneworld?
Rakow: We have the opportunity to tap into a much broader array of customers than we did before and offer a truly global experience. We can attract a new set of customers around the world to visit Hawaii.
Alaska just expanded its network to Europe with a flight to Rome from Seattle. We've timed the flight so that you could do that in one day, flying from Hawaii to Seattle in the morning and going on to Europe in the evening. Alaska's nonstop flights from Seattle to London and Reykjavik start in May.
With respect to loyalty, a Japan Airlines loyalty member now has a reason to fly Hawaiian Airlines. A Qantas loyalty member now has a reason to fly Hawaiian Airlines. British Airways loyalty members now have a reason to fly Hawaiian Airlines and get their miles.
TW: What have been the challenges with the merger?
Rakow: One of the tricky parts is that we've been operating on two different passenger service systems. So, for any flight that you booked on Hawaiian Airlines, you had two confirmation codes, and there was some juggling between the two apps. We brought our loyalty programs together in October, and the reality is there's just a lot of change in a short period of time. What's exciting is we're getting to the other side of that period.
The benefit of bringing our loyalty programs together means that you've got a much larger platform on which to earn and redeem miles and have your elite status recognized.
TW: How is Hawaiian's route network going to evolve alongside Alaska's?
Rakow: We've got more airplanes and more routes to play with across the scope of our network. We have made a few tweaks to our Hawaii network, largely in redeploying capacity in places where demand is strong. Demand has been particularly strong to and from North America.
TW: Speaking of demand, what are you seeing? It's been a tough winter for the state: Back-to-back Kona low storms, for example, caused major flooding and damage in several places.
Rakow: It has been a difficult winter. We've all been rallying together to support our employees who are based here. The work that the Hawaii Visitors and Convention Bureau is doing is just incredible, because it's showcasing the breadth that Hawaii has to offer. Demand has been resilient, even through the shocks. It's on us to continue to make sure it stays that way.
TW: You're Hawaii's hometown carrier. Is it a challenge to balance that priority with the Alaska integration?
Rakow: I don't think it's a challenge at all. It's who we are, it's our people. That's not going to change. We have almost 7,000 employees in Hawaii -- that is what powers it. And the onboard experience is unique. That's something that we love and feel deep responsibility for. We started this journey to bring our companies together, never with an idea that we would do anything other than preserve the two brands.
TW: An indication of that commitment is your $600 million Kahuewai Hawaii Investment Plan announced in January.
Rakow: Kahuewai means "water bursting forth." And we want to ensure that we are bringing resources to invest in the Hawaiian Airlines brand, the guest experience and Hawaii. And the breadth of that investment plan includes a significant investment in our airport infrastructure.
New across all five airports where we operate in Hawaii will be lobbies, gate areas and employee spaces. The investment plan includes the full refurbishment of our A330 widebody aircraft. There will be new international business-class suites, a new premium economy, new entertainment systems, etc.
It also includes investment in regenerative tourism and sustainability.
Edited by Emma Weissmann.
Correction: Hawaiian Airlines CEO Diana Birkett Rakow's name was misspelled in a previous version of this report.