January 28, 2026
Hawaiian Airlines Investing $600 Million in Customer Service to Win Back Tourists
Late last year, we were talking about Alaskan Airlines new CX efforts, with collectible cards and other goodies for flyers. Now Hawaiian, a part of the same group, is showing off its 5-year, $600 million, plan to boost visitors to the Aloha State. Key features include:
- Major airport renovations include improved lobbies, gates and amenities at Honolulu, Līhu‘e, Kahului, Kona and Hilo
- A new premium lounge in Honolulu.
- Updates to app and website, offering better travel planning and self-service features, and invest in new technology for employees.
- Investment in a refreshed onboard experience with upgraded widebody Airbus A330 interiors.
- Offering fresh rewards and exclusive benefits to loyal passengers.
“Hawaiian Airlines is proud to call Hawaii home, to reflect the spirit of the islands, to take care of our local guests and welcome visitors, and support our communities.” Says Diana Birkett Rakow, CEO of Hawaiian Airlines.
All Off to Hawaii?
The improvement program comes as the state of Hawaii struggles to attract tourists and business in the ongoing US downturn. Hawaii’s tourism industry has been more negatively affected by recent US policies, than the other states, due to its reliance on international, particularly Canadian, visitors and high import costs.
Key factors include decreased visitor spending, trade wars causing Canadians to look elsewhere, resulting in a 7% decrease in bookings in 2025, alongside 70% of local businesses being affected by tariffs.
The video shows some of the efforts the airline is going to, to boost facilities and attract more customers.
Key for passengers will be the new terminals, not quite on a par with JFK’s new terminal, but still looking very smart. And an upgraded fleet, with widebody Airbus A330s undergoing a full interior upgrade starting in 2028, with new seats, carpets, lighting, first class suites, and a premium economy cabin.
Boosting the customer experience, flyers can access a Bluetooth-enabled in-flight entertainment system with high-definition seatback screens and an extensive movie and music library, along with fast and free Starlink Wi-Fi.
The airline is also acquiring three of its A330 aircraft off lease to support the future of this fleet in its service across the Pacific. Hopefully the US economy and political situation will be somewhat more positive by the time these changes come on-stream.
