What trends and tourism industry dynamics have you observed during your time at Hawaiian Airlines?
As a destination airline, we know our guests have made a significant investment in their vacation plan. Unlike business customers, leisure travelers have saved their money to come to Hawai‘i for a special occasion, such as a family vacation, honeymoon or anniversary. They deserve a travel experience that is as enjoyable and memorable as their time on our islands, and we have shaped our entire business model around this goal.
Has your consumer demographic changed over the years?
We have significantly expanded our consumer demographic in the past decade by growing internationally in the Asia-Pacific region and entering new markets, including Japan, South Korea, China, Australia and New Zealand.
What marketing strategies do you use to engage this demographic?
Our international marketing has focused on raising awareness of Hawai‘i as a leading global destination and communicating how Hawaiian Airlines is uniquely positioned to deliver unmatched value and an authentic Hawaiian experience to travelers wishing to visit our islands.
More and more travelers are seeking authentic, localized experiences. Has this influenced your business model or product offerings?
Absolutely. This is an area where Hawaiian Airlines enjoys a significant competitive advantage. Having served our community and visitors for 88 years, our employees are experts at providing a travel experience that immerses our guests in the sights, sounds and tastes of Hawai‘i throughout the flight. We treat our guests to complimentary island-inspired cuisine prepared by top local chefs who strive to showcase local ingredients, and we collaborate with renowned designer Sig Zane for the amenities we serve on board. Our employees are a great resource for guests looking for tips on activities, restaurant recommendations and places to explore. The Hawai‘i vacation has always been about our incomparable environment and opportunities for outdoor activity.
What else has been key to the success of the business and staying relevant in an evolving industry?
Besides being the global leader for on-time arrivals, we invest in our product and service to meet the evolving needs of our guests. We have retrofitted our aircraft with luxurious lie-flat first-class seats, added more premium economy seating and renovated all our airport lounges. In addition to providing guests with more amenities and superior comfort, we have expanded our network of flights both domestically and internationally to offer travelers more choices and flexibility when visiting our islands.
