We love Hawaiian Airlines’ friendly aloha atmosphere, but there is a lot of room for improvement.
When news broke last week that Alaska Airlines was buying Hawaiian Airlines for $1.9 billion, I panicked. “What does that mean for my upcoming trip to California?”
Actually nothing. The acquisition is expected to take 12 to 18 months to complete, pending regulatory and shareholder approval. And based on what both airlines have said publicly, customers don’t need to worry for now. My flight is still booked on Hawaiian Airlines and I get the same local-style in-flight service as the state’s largest airline that so many of us love.
But what happens a year from now is the question.
I had no idea this merger would happen, and neither did several friends who work at Hawaiian Airlines that I called after receiving the press release. The news came in rapid succession, raising more questions than answers. But there is one obvious concern. That means you need a reliable airline that offers affordable fares.
Because the only way out of the state is by plane.
When Southwest Airlines entered the market in 2019, it posed the first real threat to Hawaiian Airlines since Aloha Airlines closed in 2008. The low-cost carrier, based in Dallas, was offering introductory fares starting at $49 one-way from the West Coast city to Honolulu. At the time, the price of a one-way interisland ticket was $29. (Currently, one-way tickets start at $65.)
Southwest Airlines is the first real threat to Hawaiian Airlines since Aloha Airlines ceased operations in 2008. (Cory Lum/Civil Beat/2022)
In much the same way that CVS kept the Longs Drugs brand on the island when it acquired the drugstore chain in 2008, maintaining the brand and feel of a beloved local airline is an advantage for Alaska Airlines. It will be. (The deal was worth $2.9 billion.) Incidentally, including debt, Hawaiian is paying more than the state of Alaska. ) Locals like what we know, myself included. The dark green uniforms of Longs employees and the friendly aloha atmosphere of Hawaiian Airlines. We can change it, but we don’t like it.
Advice to Alaska Airlines: Keep your promises. Maintaining the brand and reputation of the 94-year-old airline. Retain and grow our workforce of 7,300 employees. Make Honolulu an important hub for integrated airlines. Expand services to the mainland, Asia, and the Pacific. And keep the miles.
But what I really want is an improvement. Because there is still room for improvement.
A quick visit to the Better Business Bureau’s website revealed numerous public complaints ranging from last-minute canceled flights to lost luggage to poor customer service. Even I’ve had my flight delayed or lost hours waiting for customer service.
These are common complaints about any airline, but they’re especially alarming when interisland airline options are limited.
And it costs money too.
There was a time when it was cheaper to book a trip from Honolulu to Las Vegas than to Maui. As of yesterday, you can book last-minute round-trip flights to Hilo, Kahului, and Lihue for as low as $124.
To be honest, I don’t think it will change much. It is not in Alaska’s interest to undermine Hawaii’s strong brand. But I hope this merger combines the best of both airlines and ultimately creates a winner for once.
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