What Makes the Alaska–Hawaiian Merger Unlike Any Other in U.S. Aviation

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Alaska Airlines acquired Hawaiian Airlines in September 2024, and since then, the two carriers have been slowly working on combining operations. While most of the buzz has focused on loyalty perks—status, mileage redemptions, and 1:1 transfers—there’s a lot more happening behind the scenes. And unlike every other U.S. airline merger in recent memory, this one’s shaping up to be very different.

When two U.S. airlines merge, we usually know what to expect: one brand survives, the other fades into history. Think Delta and Northwest, Continental and United, or US Airways and American. Even Alaska Airlines, after acquiring Virgin America in 2016, quickly erased that airline’s distinctive style and name.

But this time, it’s different. When Alaska Airlines acquired Hawaiian Airlines, the plan wasn’t to absorb Hawaiian’s identity. Instead, both airlines will continue to operate under their existing brands, while gradually integrating behind the scenes.

Two Brands, One Operating Certificate

Although Alaska and Hawaiian will maintain separate branding, the two airlines are working toward operating under a single FAA Air Operator’s Certificate (AOC). This certificate is what legally allows an airline to operate commercial flights in the U.S. Once granted, it means the two carriers can function as a single airline from an operational standpoint—even if they keep separate names on the planes.

One of the most important steps in this process is integrating their passenger service systems—the technology that manages everything a traveler interacts with: reservations, check-in, upgrades, and flight changes. As one executive described it:

“Sort of the central nervous system for anything, from a technology standpoint, that touches the customer, starting from when a customer calls the reservation center or logs on to the website to book a reservation, change a reservation, upgrade a seat, check in for a flight on the mobile app or at an airport kiosk. Anytime two airlines combine, one of the most critical aspects is to get to a combined passenger service system so the guest experience is as seamless as possible.”

And it doesn’t happen quickly. When Alaska acquired Virgin America, it took over a year to obtain its single operating certificate. American Airlines and US Airways took 16 months.

While passengers may already be seeing some signs of integration, such as the ability to book flights across both airlines’ websites, the full operational merger is still a work in progress.

Who Flies What?

One of the more interesting aspects of this merger is how flights are being assigned between the two brands. The general rule is that any flight that touches Hawai‘i will be operated by Hawaiian Airlines, even if it was previously operated by Alaska Airlines as a route. That includes some unexpected shifts, such as Alaska Airlines flights from the state of Alaska to Hawai‘i becoming Hawaiian-branded flights.

But this arrangement also gives the combined airline more flexibility to reallocate aircraft where they’re most needed. That includes existing aircraft as well as the combined order books from both airlines. For example, while Hawaiian originally ordered Boeing 787-9s for its long-haul network, it’s possible that Alaska, an airline that hasn’t historically flown widebody long-haul routes, could eventually use some of those Dreamliners to expand its reach.

And despite the branding rule, it’s already clear that aircraft deployment won’t always follow a hard and fast formula. Hawaiian-branded planes are now flying from Seattle to Tokyo-Narita, and they’ll soon launch service from Seattle to Seoul. As the airline announced, “Starting Sept. 12, 2025, guests can fly in comfort on our long-haul, widebody Airbus A330-200 aircraft to South Korea’s capital city.” This likely comes down to operational efficiency—Hawaiian already has a presence at both Narita and Incheon, and operating from existing infrastructure avoids the complications of supporting two separate airline operations at remote international terminals.

While the livery on the plane may signal one airline, what’s happening is a strategic use of resources to streamline operations, reduce costs, and build a more efficient international network.

Not the U.S. Norm, But Common in Europe

Keeping two brands alive under a single airline group is a novel concept in the U.S., but it’s a well-established strategy abroad. In Europe, for example:

• Lufthansa Group operates Lufthansa, SWISS, Austrian, Brussels Airlines, and ITA Airways—all under the shared Miles & More loyalty program.
• Air France and KLM maintain separate brands but share the Flying Blue loyalty program.
• IAG (International Airlines Group) runs British Airways, Iberia, Aer Lingus, and Vueling. Each has its own loyalty program, but all use Avios as a shared currency, allowing points to be transferred between them.

Alaska and Hawaiian are following a similar playbook, but in new territory: no other U.S. airline group has attempted this dual-brand approach before.

The Loyalty Piece: Where Travelers Are Watching Closely

For frequent flyers, the biggest concern isn’t which logo is on the plane. It’s what happens to their miles. HawaiianMiles and Alaska Mileage Plan currently allow 1:1 mileage transfers between accounts. A full loyalty program integration is expected by August 2025.

Whether travelers end up with the best of both programs or lose cherished benefits remains to be seen—and it’s the topic drawing the most scrutiny among readers and bloggers alike. One thing Alaska has confirmed about the upcoming program is that it will remain mileage-based, making it the last major U.S. airline loyalty program to award miles based on distance flown rather than dollars spent.

Final Thought: A Merger Unlike Any We’ve Seen

Alaska’s purchase of Hawaiian is shaping up to be more than just a business acquisition. It’s a cultural experiment. By blending back-end operations while maintaining distinct customer-facing identities, Alaska Air Group is attempting something no other U.S. airline has done. Whether it works may set the tone for how future mergers are handled—or avoided.

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This post first appeared on Your Mileage May Vary