Hawaiian Airlines Adds New Seating and Service Options

by Barbara Peterson
Hawaiian Airlines Adds New Seating and Service Options

Lie-flat seats in Hawaiian's premium economy class. Photo: Hawaiian Airlines.


Hawaiian Airlines says an increasing number of passengers are paying to sit in premium seats on its long-distance flights across the Pacific, especially since it began offering a premium economy section between coach and business class.

“Our premium economy service has been enormously successful,” Hawaiian Airlines CEO Mark Dunkerley said during an appearance at New York’s Wings Club. He added that in both premium economy and business class, the carrier’s paid load factor is virtually the same as it is in its far larger economy class.

That is despite the fact that the airline caters primarily to a leisure clientele, reflecting its long history as Hawaii’s main carrier. However, several trends are driving passenger booking patterns, Dunkerley told Travel Market Report.

First, the carrier has significantly expanded its long-haul route network, adding flights to New Zealand, Australian and other points in the Pacific region.

Second is simply demographics. As baby boomers age, they are more willing to spend extra to sit in comfort on a long-distance trip, he said.

And there is another reason for the airline’s success in getting customers to pay for a premium product. Unlike its legacy airline competitors, the airline has never handed out free upgrades to high-mile fliers. Other airlines have struggled with how to get more paying customers to sit upfront; Delta’s CEO recently admitted that until recently, its paid load factor in first class cabin was around 15 percent, although recent changes in its loyalty programs have boosted that percentage to over 50 percent.

Hawaiian’s premium economy class, which it brands as “extra comfort,” is offered on the airline’s fleet of Airbus A330s. Hawaiian’s other widebody plane, the 767, is being phased out, Dunkerley said, so it wouldn’t make sense to add that newer class of service on those aircraft.

And to further differentiate the two premium products, Hawaii last year began rolling out new lie-flat business class seats on a number of long-haul routes. Most recently, it added the seats on flights from San Francisco to Honolulu and Maui.

The fully reclining seats, configured in a 2-2-2 layout, are part of a larger upgrade of the carrier’s premium class offering, which also features new cuisine and amenity kits. The revamped cabins were already available on flights out of Honolulu to key international destinations, such as Beijing, Tokyo, Sydney, and Auckland, as well as to New York. And this week, Hawaiian Airlines said it will expand its New Zealand service with up to five nonstop flights weekly between Auckland and Honolulu, starting in March.  It currently flies three times a week since launching the service in 2013.

  1
  0
Tip of the Day
Daily Top List

Travel Tricks Every Entrepreneur Needs to Know

1. Have a System for TSA Security.

2. Prepare Electronics for Continuous Work.

3. Pack for Success.

4. Plane Etiquette.

5. The Best Credit Cards for Travel.

Source: Forbes

TMR THIS WEEK
http://services.travelsavers.com/AMGService.svc/REST/GetImage?ImageID=45d3fb43-bb5a-e811-ba59-782bcb66a2f2

How Travel Agents Can Stay Relevant When the World Thinks They're Not

Sponsored by Travel Planners International

Stop trying to change consumers' perceptions of what a travel agent is or does. Instead, focus on changing the perspective of who you are.

TMR Recommendations
Top Stories
Delta Air Lines to Fly to India in 2019
Delta Air Lines to Fly to India in 2019

Delta will fly nonstop from the U.S. to Mumbai for the first time since 2015.

Lufthansa to Offer Basic Economy Fares on Transatlantic Flights
Lufthansa to Offer Basic Economy Fares on Transatlantic Flights

Lufthansa, and other Lufthansa Group airlines including Swiss, Austrian, and Brussels, will open the fares for booking later this summer.

Travel Still Largely Unaffected in Hawaii After Kilauea Volcano Erupts Again
Travel Still Largely Unaffected in Hawaii After Kilauea Volcano Erupts Again

Thursday’s eruption sent smoke and ash some 30,000 feet in the air on the Big Island.

Near-Record Numbers of People Will Get Away This Memorial Day Weekend
Near-Record Numbers of People Will Get Away This Memorial Day Weekend

A strong economy and growing consumer confidence are giving Americans all the motivation they need to take to the road and the airways for the holiday weekend.

JetBlue Adds Flights from U.S. to Cuba, Mexico City
JetBlue Adds Flights from U.S. to Cuba, Mexico City

The new slate of flights includes the first nonstops to Cuba from Boston and additional daily nonstops to Mexico City from Boston and New York.

TSA Asks Foreign Airports to Tighten Electronic Screenings
TSA Asks Foreign Airports to Tighten Electronic Screenings

The TSA’s stricter domestic screenings may be heading overseas, as the agency attempts to raise the global aviation security baseline.

News Briefs
TMR Report Cards
Advertiser's Voice
Advertiser's Voice: Norwegian Cruise Line