Hawaiian Airlines, a major US carrier, is now operating under Alaska Airlines’ certificate with a new IATA code ‘AS’ and ICAO code ‘ASA’. Pilots are now using the ‘Alaska’ callsign when communicating with air traffic control. While for passengers, not much has changed, behind the scenes, Hawaiian Airlines has merged with Alaska Airlines.
Alaska Airlines is the fifth-largest US airline and operates primarily out of Seattle-Tacoma International Airport. It is a member of the one world alliance and has hubs in Anchorage, Los Angeles, Portland, San Diego, and San Francisco. The airline only operates Boeing 737s, except for its regional partner Horizon Air’s Embraer planes. Alaska Airlines is known for its reliable and customer-friendly service, offering more legroom in domestic first class than any other US carrier.
The merger between Hawaiian Airlines and Alaska Airlines was completed in 2018, making it the second major acquisition for Alaska Airlines in recent years, after its acquisition of Virgin America. The goal of the merger was to acquire assets such as pilots, aircraft, and gates, as well as to expand Alaska Airlines’ market share on the West Coast. Unlike other airline mergers, Alaska Airlines has promised to maintain the Hawaiian Airlines brand due to its cultural significance and historical value.
The merger has resulted in Hawaiian Airlines’ operations essentially disappearing. Alaska Airlines now has crew bases in Hawaii and employs Hawaiian’s former staff. The flights use the same codes and callsigns as Alaska Airlines, and the Hawaiian Airlines name is still used for flights to and from Hawaii. However, all other flights are now branded as Alaska Airlines.
In comparison, the acquisition of Virgin America by Alaska Airlines was aimed at reducing competition. Both airlines had similar route networks, but Virgin America’s financial struggles made it an attractive target for acquisition. Alaska Airlines was successful in acquiring Virgin America for $2. 6 billion, gaining a significant presence in Los Angeles and San Francisco. However, to ensure a more rapid response to Delta’s growing presence in Seattle and competition on international routes, Alaska Airlines saw the acquisition of Hawaiian Airlines as an opportunity to acquire more assets and expand its presence in Hawaii.
The merger with Virgin America resulted in the removal of all Airbus aircraft from Alaska Airlines’ fleet, while Hawaiian’s fleet of Airbus A321neo, A330-200, Boeing 717, and 787s were added to Alaska Airlines’ fleet. The Boeing 787s will be transferred to Seattle, while the A330s will remain with Hawaiian Airlines. The future of the A321neo fleet is uncertain, but it is likely to continue operating due to its capabilities.
The unique aspect of this merger is that two brands now operate under one operating certificate, a model that is uncommon in the US. While the Hawaiian network is reportedly making profits again, it remains to be seen how long this arrangement will continue.