Alaska turns Seattle into global hub after Hawaiian merger
December 11, 2024
Alaska Air Group has unveiled its vision for the future following its acquisition of Hawaiian Airlines, with Seattle becoming a long-haul hub for the enlarged carrier.
The company has introduced “Alaska Accelerate“, a strategy designed to position Seattle as a global gateway while delivering industry-leading financial results and enhancing the travel experience for passengers.
A cornerstone of the strategy is the transformation of Seattle-Tacoma International Airport (SEA) into a major international hub. With the introduction of widebody A330 aircraft, Alaska Airlines will launch new long-haul services in 2025, beginning with:
- Seattle-Tokyo Narita: Daily nonstop service starting May 2025.
- Seattle-Seoul Incheon: Daily nonstop service commencing October 2025.
These new routes mark Alaska Air Group’s foray into potentially lucrative transpacific long-haul markets and represent a significant expansion of its international footprint, particularly for leisure and business travel to Asia.
Alaska Accelerate also focuses on elevating the travel experience. Planned investments include:
- Upgraded airport lounges and lobbies at key hubs.
- Increased premium seating capacity on flights.
- Introduction of a revamped loyalty platform and premium credit card.
Alaska Air Group has set ambitious financial goals for 2027, including:
- $1 billion in incremental profit.
- Earnings per share of at least $10.
- Double-digit pretax profit margins of 11–13%.
- At least $500 million in synergy benefits from the merger, double initial estimates.
Chief Executive Officer of Alaska Air Group Ben Minicucci said: “There has never been a more exciting time to be a part of Alaska Air Group. We have built a winning business model that has enabled us to outperform the industry over the past two decades.
“Now, with the combination with Hawaiian Airlines, we will transform our business and solidify our competitive advantage for years to come.”
