The announcement of Alaska Airlines’ deal to acquire Hawaiian Airlines has sparked a lot of discussion and anticipation in the airline industry. Both carriers are now preparing for the integration process while also collaborating with the U.S. Department of Justice to secure approval for the merger. According to Joe Sprague, the regional president of Alaska Airlines for Hawaii and the Pacific, they are working closely with the DOJ and hope to receive approval soon. They recently entered into a timing agreement that allows for a 90-day review period, indicating that they expect a decision to be made this summer. While the JetBlue-Spirit merger faced obstacles, Alaska and Hawaiian remain optimistic about the approval of their merger.
The merger between Alaska Airlines and Hawaiian Airlines is seen as a strategic move to enhance their competitive position in the market. By combining forces, they aim to better compete with major carriers like United, Delta, American, and Southwest. Despite joining operations, both airlines intend to maintain separate branding. According to Avi Mannis, Hawaiian’s executive vice president and chief marketing officer, the strength of Hawaiian Airlines’ brand in Hawaii and California played a significant role in the decision to move forward with the merger. Alaska Airlines also recognizes the importance of preserving the interisland schedule in Hawaii to cater to the needs of the island communities.
Hawaiian Airlines recently introduced its new flagship aircraft, the Boeing 787, which is set to enter commercial service. Mannis and Sprague expressed excitement about the new aircraft and its potential contributions to their operations. Despite the current challenges faced by Boeing, including the grounding of the 737 MAX, both executives believe in Boeing’s ability to overcome these obstacles and regain its position as a leading aircraft manufacturer. The merger will also provide Alaska Airlines access to widebody aircraft, enabling them to consider long-haul and international flights in the future. While they have not confirmed any specific plans, they are committed to maintaining strong widebody service to Hawaii.
The proposed merger between Alaska Airlines and Hawaiian Airlines presents a promising future for both carriers. As they navigate through the integration process and await approval from the U.S. Department of Justice, they remain focused on the benefits that this partnership will bring. By combining their strengths and resources, they aim to enhance their competitive edge in the market and provide a better travel experience for their customers. With new aircraft additions and strategic planning, Alaska and Hawaiian are poised to shape the future of air travel in the Pacific region.