Hawaiian Airlines Brand Future After Alaska Acquisition

One year after Alaska Airlines acquired Hawaiian Airlines for $1.9 billion, the vision for Hawaiian as a distinct global brand has changed. Alaska Airlines executives have decided against pursuing Hawaiian's international expansion plans. Instead, they are integrating Hawaiian's operations into their Seattle-focused global strategy. This decision raises questions about the long-term impact on Hawaiian's unique identity and its role in the global aviation market.

Hawaiian Airlines: A Unique Global Identity

Hawaiian Airlines possessed a brand identity that few U.S. carriers have matched. Its Pualani orchid logo, island-inspired colors, and strong sense of place gave it recognition beyond its Honolulu base. This identity resonated worldwide. When Hawaiian entered new markets like New York or Tokyo, it generated immediate interest.

At one point, routes to Japan alone accounted for nearly 20 percent of the airline's revenue. Hawaiian was seen by Hawaii tourism officials as a vital link to Asia. The 'Flower of the Sky' logo served as an international ambassador. It extended Hawaiian's presence to cities from New York to Tokyo, Beijing, and Sydney.

Hawaiian's branding was more than just marketing. It carried significant cultural weight. This set the airline apart from competitors. It was both an American brand success story and a Hawaiian cultural narrative. This narrative connected with passengers wherever its planes flew.

In Asia, where brand prestige holds importance, Hawaiian's identity gave it an advantage. This was true even before it had a long-haul fleet capable of effective competition. An expanded Hawaiian presence in Japan, Korea, and other Asian countries could have positioned Hawaii as more than just a leisure destination. It might have become a specialized global carrier with a distinct appeal.

Readers have repeatedly shared that Hawaiian Airlines once offered a 'glimpse of paradise' before passengers even arrived at their destination. This aspirational identity, mentioned in many comments, clearly held significant value.

Alaska Airlines' Operational Focus

Alaska Airlines is a strong and competitive carrier primarily serving the West Coast. It is known for its reliability and efficiency. Its brand performs well domestically. However, it has not achieved the same international prestige. Outside of Mexico, Alaska's global presence has been limited.

Competing with major Asian carriers like JAL, ANA, or Singapore Airlines requires more than just good service and modern aircraft. It also demands a strong marketplace presence. This is an area where Alaska has not historically focused its efforts.

The acquisition of Hawaiian was not about preserving a unique identity. Instead, it was about fitting Hawaiian into Alaska's existing framework. This approach is seen by some as corporate arrogance. It suggests a belief that Alaska's methods are always superior, even when ignoring international market nuances and the emotional appeal of the Hawaiian brand.

Challenges in the Asian Market

Hawaiian's service reductions in Asia have already had an impact. Flights to Fukuoka and Sapporo have ceased. Services to Seoul and Haneda have been scaled back. Japan's ANA and JAL now largely control air travel between Japan and Hawaii. They manage most of the available seats on these routes.

Hawaiian could not sustain its position in these markets alone. However, its brand still carried recognition and potential. Since Hawaiian no longer reports its financial results separately, it is difficult to determine the exact performance of its Asia flights under Alaska's management. DOT traffic data still shows Hawaiian-coded operations. These results are now part of Alaska's overall group reporting.

Travelers sometimes observe international cabins that appear half-empty. This raises questions about whether any reported turnaround is due to brand strength or accounting methods. Alaska does not have the same brand resonance internationally. Without the Hawaiian name, Alaska becomes another U.S. airline abroad. It is functional but lacks a memorable identity. This contrasts sharply with what Hawaiian once represented in Asia.

Voices from Travelers

Readers have expressed strong opinions about the acquisition's implications. Their comments highlight the perceived loss of Hawaiian's unique character.

Abner, a long-time reader, stated,

"Alaska and international market, I say Alaska was the wrong choice. They should have extended the Hawaiian brand, not the Alaska brand. At least Hawaiian had some semblance of an upscale feel. Alaska can’t and won’t attract much from long-haul Asian competitors."

JohnW, a frequent commenter, added,

"Whenever Hawaiian Air entered a new market far from Hawaii the name created a lot of buzz that other carriers do not. Whether in NYC (it was given a segment on Good Morning America as I recall) or in foreign countries it is always a brand that stood out in ways Alaska never could. There is a worldwide mystique surrounding Hawaii and using the Hawaiian brand would give Alaska a substantial marketing advantage. Even in markets that do not serve Hawaii."

Sunil Rao drew a comparison to a previous acquisition:

"Absolutely. The word Hawaiian evokes a lot more excitement than Alaska. Don’t count on Alaska Airlines management to realize this. They ruined Virgin America, which had much better brand standing than Alaska. Their whole promise was to expand San Francisco as another hub, which they failed miserably."

Camm W offered a different perspective:

"It never occurred to anyone to retire the Alaska name and become one global Hawaiian Airlines? Problems solved all the way around. People dream of Hawaii, not Alaska. Alaska has no recognition in Asia and the South Pacific. Keeping the name Hawaiian would make that whole brand an instant powerhouse if they don’t hire another idiot like Peter Ingram to ruin it. This merger has the potential to shine, but the Alaska name must be retired."

These comments indicate a consistent sentiment. Many believe Alaska has not only struggled with brand development but has also chosen to discard brands perceived as more valuable than its own. Virgin America is often cited as a past example, with Hawaiian Airlines potentially being the next.

The Path Not Taken

Hawaiian's international growth was not guaranteed. The cancellation of its A350 order, repeated delays in Dreamliner deliveries, and increasing financial pressures highlighted the airline's vulnerabilities. Without the Alaska acquisition, Hawaiian might have faced bankruptcy.

Alaska now reports that Hawaiian's aircraft assets achieved a positive margin for the first time since 2019. It remains unknown if Hawaiian could have found alternative backing that would have preserved its brand while restoring its financial health. Despite its struggles, the Hawaiian brand carried significant weight that Alaska may not replicate.

Imagine a scenario where Hawaiian Airlines had formed stronger partnerships with Asian carriers. Consider if it had used its Dreamliners to establish premium routes and fully leveraged its cultural identity for international expansion. Such a vision might have solidified Hawaii's position in the global aviation market in a way that Alaska's current strategy cannot achieve.

The acquisition of Hawaiian Airlines by Alaska Airlines marks a significant shift. The focus on integrating Hawaiian into Alaska's existing model means a departure from Hawaiian's unique global brand ambitions. This decision affects not only the airlines involved but also the broader perception of Hawaii in the international travel market.

The long-term success of this strategy, particularly in competitive Asian markets, will depend on how Alaska manages the brand transition and its ability to attract international travelers without the distinct appeal of the Hawaiian name.