Alaska Airlines has officially purchased Hawaiian Airlines, creating a partnership that will look to shake up the US travel industry.
But fans of both airlines needn’t fret. According to a joint statement from the two carriers, the new merger will maintain both brands, in a “first for US airlines”.
While operations will remain separate for now, the airlines will work to secure a single operating certificate from the Federal Aviation Administration (FAA) over the next 18 months.
In total, the airlines’ combined network will now offer nearly 1,500 daily flights to 141 destinations, including 29 international markets across the Americas, Asia, Australia and the South Pacific.
Key hubs include Seattle, Honolulu, Los Angeles and San Francisco, with Honolulu becoming Alaska’s second-largest hub.
Alaska Airlines announced it intended to purchase Hawaiian Airlines in December 2023, in a deal worth around US$1.9 billion (approximately AU$2.8 billion).
Leadership lowdown
Alaska Air Group has announced an interim leadership team in Honolulu to oversee Hawaiian Airlines during its integration with Alaska.
Joe Sprague, currently Alaska Airlines’ regional president for Hawai‘i/Pacific, will become CEO of Hawaiian Airlines following Peter Ingram’s departure. Sprague will lead operations until FAA approval of a single operating certificate.
“This is a historic day for Alaska Airlines as we officially join with Hawaiian Airlines,” Alaska Air Group CEO Ben Minicucci said.
“Alaska and Hawaiian share tremendous pride in connecting communities with award-winning service, and we look forward to inviting more guests on board to experience what makes both brands unique.
“Among Alaska, Hawaiian and Horizon Air, we have more than 230 years of history flying guests and serving communities.
“I know we will build on that legacy and become stronger together – providing the excellent operation guests have come to expect, expanding options to seamlessly travel nearly anywhere in the world, and securing the financial stability and value that inspires investment.”
Hawaiian Airlines CEO Joe Sprague said it was an honour “to join forces with Hawaiian Airlines and its 95-year history”.
“We have much to learn from our new colleagues. I know we will be stronger together as we offer greater access and benefits both to Hawai‘i residents and guests visiting the Islands,” he remarked.
“Each airline brings incredible history, character, and strengths into this combination, with a shared passion for care of our guests, each other, and our communities.”
Benefits for travellers
Both airlines will continue to operate under separate reservation systems, websites and loyalty programs for the time being. However, the carriers say guests will soon benefit from seamless travel between the carriers.
In the coming weeks, loyalty program members will be able to transfer miles between Alaska’s Mileage Plan and HawaiianMiles at a 1:1 ratio, allowing travellers to redeem miles across both airlines.
Alaska Lounge members will also gain access to lounge locations when flying with Hawaiian Airlines.
Additional benefits are planned for Hawaiian Million Milers, who will receive new perks for their loyalty.
Starting later this month, customers will also be able to book tickets for both airlines on either carrier’s website, making it easier to plan multi-airline trips.
In addition, Hawaiian Airlines will introduce Huaka‘i by Hawaiian, a travel program designed exclusively for residents of Hawai‘i, offering discounts and benefits such as 10 per cent off one inter-island booking per quarter and free checked bags.
By early 2025, passengers will be able to redeem Mileage Plan miles for Hawaiian flights, including international destinations, and combine Hawaiian flights with Alaska’s global partners.
The airlines will also offer status matching for elite flyers, ensuring equivalent benefits for loyalty members across both programs.
In the long term, Alaska Airlines and Hawaiian Airlines plan to merge their loyalty programs into one unified offering by mid-2025.
Community focus
According to the joint statement, both airlines remain committed to the communities they serve, especially in Hawai‘i, where they will continue to promote regenerative tourism, Hawaiian language and culture, and sustainability.
Meanwhile, Alaska Airlines has already established the Hawai‘i Community Advisory Board to guide its efforts in supporting local communities and ensuring that the merger benefits Hawai‘i’s residents and economy.
Sustainability goals, including reducing single-use plastics and achieving net zero carbon emissions, will be prioritised as the two airlines align their environmental initiatives.
