Hawaiian Airlines, a member of the Alaska Airlines Group, held a celebratory event on June 30, Honolulu local time, to mark its official joining of oneworld in April. Held at the “Charles I. Elliott Maintenance and Cargo Facility” hangar at Daniel K. Inouye International Airport and attended by representatives from member airlines, the event was originally scheduled to feature the debut of a commemorative livery aircraft; however, due to logistical issues, the unveiling was postponed to the following week, and on this day, the aircraft was revealed via a computer-generated (CG) banner.
Member Airlines Discuss the Value of the “oneworld” Airline Alliance. Speakers included oneworld CEO Ole Olber, as well as representatives from JAL, American Airlines, Fiji Airways, and Philippine Airlines, which is in the process of joining the alliance. Diana Burkett-Lakow, CEO of Hawaiian Airlines, served as moderator and asked each company about their expectations for the alliance and their future outlook. Jeff O’Gara, Head of Partnerships at American Airlines, explained that by leveraging each company’s strengths—such as Hawaiian Airlines in Hawaii, Alaska Airlines on the U.S. West Coast, and JAL in Asia—the alliance can “build a network that could not be achieved by any single airline on its own.” At the same time, he emphasized the importance of the member airlines collaborating while maintaining the distinctiveness of their brands and services.
The Spirit of “Omotenashi” Is Shared by All Companies: Hospitality was cited by each company as a unique aspect of its corporate culture. Ross Leggett, Senior Vice President of Route Marketing at JAL, introduced the concept of “omotenashi” in Japanese. Next, Michelle Garkinger, Vice President of Global Alliances and Partnerships at Fiji Airways, spoke about “Fijian-style hospitality,” while Christoph Gardner, Vice President of Revenue Management and Alliances at Philippine Airlines, “Buong Pusong Alaga (Hospitality from the Heart).” Hawaiian Airlines explained that it places “Ho’okipa (Hospitality),” a traditional Hawaiian value, at the core of its service. OneWorld plans to provide consistent, high-quality service while respecting the unique characteristics of each member airline.
Initiatives for the Environment and Local Culture: Environmental initiatives were also cited as a key priority. OneWorld has jointly established an investment fund to support the commercialization of next-generation sustainable aviation fuel (SAF). American Airlines is researching operational methods to reduce the environmental impact of contrails; Fiji Airways is planting mangroves and introducing eco-friendly in-flight amenities; and JAL is implementing initiatives to return a portion of its fares for flights to Hawaii to the local community. In addition, to commemorate the launch of this specially painted aircraft, Hawaiian Airlines donated $10,000 each to the Polynesian Voyaging Society, which preserves traditional seafaring culture, and to an organization supporting the preservation of Iolani Palace. The airline emphasized that preserving local culture is also an important role for airlines. The specially painted wide-body Airbus A330 features the “oneworld” logo alongside the Hawaiian phrase “Aloha a puni ka honua” (Bringing Aloha to the World), and concluding, “We want to share the spirit of aloha with the world and work together to build new value for oneworld.”
Hawaiian Airlines CEO on How the Merger Is Improving Convenience on Japan Routes: In a one-on-one interview following the ceremony, Hawaiian Airlines CEO Diana Burkett-Lakou explained that joining oneworld has made travel to Hawaii even more convenient for Japanese travelers. By integrating operations and systems while retaining their respective brands, and by strengthening collaboration with other oneworld member airlines, the two companies have made it possible to transfer miles and share elite member benefits with member airlines, including JAL. OneWorld elite members, regardless of travel class, can enjoy alliance-wide services such as priority check-in, lounge access, and priority security screening; at Honolulu Airport, they can also use “The Plumeria Lounge” as a OneWorld lounge. As part of its brand strategy, while maintaining the “dual-brand” structure with Hawaiian Airlines and Alaska Airlines, the company consolidated its reservation systems and apps as of April 2026 and unified its flight code from “HA” to Alaska Airlines’ “AS.” Although some confusion remains because the “Hawaiian Airlines” name is still used at airports and on board, the company plans to continue raising awareness among passengers. The company views the Japanese market as one of its most important, noting that Japanese travelers have a deep understanding of Hawaiian culture and that there are many repeat visitors. The airline currently operates two routes to Tokyo and Osaka and is considering expanding its route network depending on future demand. One of the benefits of flying Hawaiian Airlines is that when connecting from a flight departing Japan to an outlying island, the international baggage policy applies to inter-island flights as well, allowing passengers to check up to two bags for free (*For connections from other airlines or when traveling exclusively on domestic flights, a fee of $10–$20 per piece applies, depending on your status in the frequent flyer program). He also noted that Hawaiian Airlines offers a unique appeal: passengers can experience the “Aloha” spirit from the very start of their journey, thanks to cabin crew who always speak Japanese and in-flight services featuring local products such as Maui Beer and Kohana Rum.
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