A while back Airways Magazine interviewed Hawaiian Air’s outgoing and incoming CEOs, Mark Dunkerley and Peter Ingram. It was an interesting read, though there wasn’t much in the way of new information. However, during another interview, the Hawaiian Airlines marketing head talked product and shared some excellent insight.
Hawaiian Airlines is at a major crossroads today. CEO Mark Dunkerley, the man that is credit with saving and massively growing the airline, retired at the beginning of the month. In his place, his right-hand man, Peter Ingram is stepping up. The Airline also began taking delivery of its first A321neo’s late last year. However, further deliveries are on hold due to an issue with the Pratt & Whitney PW1000 geared turbofan engines. And, to top it all off, Hawaiian just announced its order of Boeing 787-9’s, replacing its previous order for the Airbus A330neo.
With all that going on, it’s easy to forget that Hawaiian has been conducting a fleet renewal too. Aircraft are receiving the Airline’s new livery, while the A330’s are receiving new first class seats. And those seats have garnered much attention thanks to their unique design and configuration. So it was nice to see an article from Airways Mag that focused on things like this will speaking with Hawaiian Air’s SVP of Marketing, Avi Mannis.
On Hawaiian’s First Class Seats
In their interview, Airways Mag asked a number of questions regarding Hawaiian’s new lie-flat first class seats. The first, of course, is why the Airline chose a lesser known manufacturer with a clean-slate design. And, unsurprisingly, the main reason for this decision is differentiation. Because Hawaiian decided to adopt lie-flat seats late in the game, they wanted it to be different from seats most other airlines. Plus, most of the other business and first class seats out there are designed for business travelers with an emphasis on privacy. However, Hawaiian is predominantly a leisure carrier. So, having their current seats in a 2+2+2 layout works well for the honeymooners that frequently book these seats.
Speaking of those lie-flat seats, Mannis says A330 retrofits will be complete in March 2018. That’s two years after the seat was first rolled out. And that also means that my last flight on Hawaiian from SEA-HNL will be the last time I ever see their old recliner first class seats.
Back of the Plane
Airways Mag also asked Mannis questions regarding the economy class experience. Specifically, they wanted to know why the first class retrofit removed built-in IFE, while economy retained built-in. And it’s no surprise that much of this had to do with cost. If it’s not broken, then why fix it, right? However, he mentioned that tablets don’t work in economy and that the A330’s fly primarily on international long-haul routes. Therefore, having built-in entertainment is essential, especially since many international passengers don’t bring their own device, according to Mannis.
Airways then goes on to ask a similar question about the A321neo, which has no built-in IFE. Instead, like Alaska Air, these aircraft will feature wifi streaming, as many West Coast passengers do bring their own device. And, coupled with the information above, it sounds like the A321neo will play a larger role on the West Coast than Hawaiian is stating right now. Currently, the aircraft is opening new routes directly to the neighbor islands and is replacing the Boeing 767-300’s. However, I wouldn’t be surprised if Hawaiian completely switches West Coast flying to the A321neo in the future. With the exception, of course, of particular routes like to Las Vegas. That route frequently operates near or at capacity with two daily A330s out of Honolulu.
Internet Connectivity
In case you’re wondering, Mannis does acknowledge the fact that internet connectivity is becoming a more and more important in-flight service. However, he says the Airline will not implement such services until they feel it can be done right and consistently. Initially, I scoffed when I read this. But, I do remember reading somewhere that satellite internet service over the Pacific is spotty at best. So, in this case, it probably is best for Hawaiian to wait it out. I still believe, though, that part of the reason is merely the conservative nature of the Airline. I firmly believe that’s why it took them so long to pull the trigger on lie-flat seats and an extra space option.
Hawaiian Airlines Marketing Head Talks Product, Final Thoughts
There’s much more to cover in the article, but this post is already getting fairly long. So if you want to know more, especially on things like Hawaiian’s thought on in-flight internet connectivity and lounges, then I highly suggest you read the article. You can find the complete article at Airways Magazine’s website here: airwaysmag.com