Source: The Points Guy
Summary
Alaska Airlines is adopting a one airline, two brands strategy after its $1.9 billion takeover of Hawaiian Airlines in 2024. The airline will keep the Hawaiian brand, which is deeply rooted in the people, culture, and place of Hawaii, and will maintain distinct branding, onboard experiences, and loyalty programs for both airlines. The strategy aims to preserve the uniqueness of the Hawaiian brand while leveraging the strengths of both airlines. The integration process is ongoing, with the airlines achieving a single operating certificate in October 2025 and planning to combine reservation systems in April.
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The escape is carefully planned.
Alaska Airlines is rolling out new signage to reflect the dual branding at airports across its map, with the Hawaiian brand being more prominent in markets where it is dominant. The airline will also maintain distinct onboard experiences, including food, beverages, and amenity kits. The integration process is ongoing, with the airlines planning to combine reservation systems in April. Hawaiian will officially join the Oneworld alliance on April 23, opening up its flights to all alliance members.
The trip promises a break from the usual airline experience, with a focus on preserving the uniqueness of the Hawaiian brand.
Authenticity is scheduled by time slot, with Hawaiian’s distinct culture and sense of place being carefully curated for passengers.
Relaxation requires planning, with Alaska and Hawaiian offering different onboard experiences and loyalty programs.
And, of course, the escape needs Wi-Fi, because even in Hawaii, staying connected is a must.
The Hawaiian brand is of Hawaii, and it carries Hawaii around the globe, but it’s also a carefully managed brand experience designed to make you feel like you’re in Hawaii, even when you’re not.
Author: Evan Null
