A recent memo from Hawaiian Airlines sparked immediate community backlash after it mistakenly suggested the removal of Hawaiian words to foster inclusivity. The communication, which circulated widely online, prompted critics to voice concerns over the potential loss of the airline’s cultural identity. Hawaiian Airlines quickly clarified that the memo contained erroneous wording and reaffirmed its commitment to preserving the Hawaiian language in its operations.
In a statement addressing the situation, Hawaiian Airlines noted that while some policy names would be updated, the use of Hawaiian words such as Mālama (care), Hoʻokipa (hospitality), and Poʻokela (excellence) would remain integral to its brand identity. The airline’s Cultural Relations Director, Debbie Nakanuela-Richards, emphasized the importance of Hawaiian values in the airline’s mission to connect with passengers through Aloha, even as it navigates operational changes following its acquisition by Alaska Air Group.
Details of the Acquisition and Policy Changes
In September 2024, Alaska Air Group acquired Hawaiian Airlines for $1.9 billion, positioning the combined entity as the fifth-largest airline group in the United States. As part of this transition, the two carriers plan to maintain separate brand identities while sharing a frequent flyer program. The policy rewrite that triggered the controversy was intended to align communication across the entire employee population but was miscommunicated, sparking immediate criticism from various observers.
The problematic section of the memo stated, “In an effort to align our language to be inclusive for our entire employee population across the entire U.S., the Hawaiian words have been removed.” This phrasing was met with swift backlash as many perceived it as yet another instance of eroding Hawaiian culture in the wake of corporate mergers.
Commitment to Cultural Preservation
Following the backlash, Hawaiian Airlines reiterated its dedication to preserving Hawaiian identity through ongoing cultural initiatives. As reported by Hawaii News Now, the airline continues to engage with the community through various outreach programs, including Hawaiian immersion schools and language classes. Additionally, it offers an ‘ōlelo Hawai’i’ flight and a language certification program for its flight attendants.
Despite the initial miscommunication, Hawaiian Airlines remains focused on its mission to connect people while honoring the rich cultural heritage of Hawaii. The Hawaiian language holds official status in the state, and the airline seeks to integrate this aspect into its operations as it prepares to expand its global reach.
As both Hawaiian Airlines and Alaska Airlines work together to enhance their service offerings, the focus on cultural integrity and community ties will remain critical. The merger is seen as a strategic move that not only bolsters Hawaiian Airlines’ operational capabilities but also provides Alaska Airlines with access to a broader range of international destinations.
Currently, the combined airline group operates more than 140 destinations across regions including Asia, Oceania, North America, and Europe, with a fleet of 443 aircraft as noted by ch-aviation. The integration of their loyalty programs into Atmos Rewards aims to further streamline customer experience while respecting the unique identities of both airlines.
In light of the recent events, Hawaiian Airlines is poised to navigate its evolving relationship with Alaska Airlines, ensuring that its commitment to cultural preservation and community engagement remains at the forefront of its operations.
