During the 1980s, Hawaiian also embarked on the development and construction of Kapalua Airport on west side of Maui. Opened in 1987, the airport was designed with a 3,000-foot runway, which constrained its ability to handle large aircraft.[23] As a result, when the airport first opened, Hawaiian Airlines was the only inter-island carrier with aircraft capable of serving the airport. With its de Havilland Canada DHC-7 Dash 7 turboprops, Hawaiian had a distinct competitive advantage in the Maui market.[20][21]
On February 16, 2010, Hawaiian Airlines sought approval from the U.S. Department of Transportation to begin nonstop flights from its hub at Honolulu to Tokyo-Haneda sometime in 2010. The airline was one of 5 US carriers — the others being Delta, Continental, United, and American — seeking approval to serve Haneda as part of the U.S.-Japan OpenSkies agreement.[33] Approval was granted from USDOT to begin nonstop service to Haneda, Japan. The flight began service on November 18, 2010.[34] In addition, the airline is planning to establish a codeshare agreement with All Nippon Airways.[35] On January 12, 2011, Hawaiian Airlines began nonstop service to Seoul-Incheon, South Korea.[36] On July 12, 2011, Hawaiian added Osaka, Japan to its network.[37]
Hawaiian Holdings revealed on July 17, 2012, that it had signed a Letter of Intent to acquire turboprop ATR 42 aircraft with the aim of establishing a subsidiary carrier to serve routes not currently in Hawaiian's neighbor island system.[69] In December 2012 it was announced that Empire Airlines would operate the aircraft on behalf of Hawaiian.[70] A fourth ATR 42 aircraft was acquired in June 2018.[71]
"In today's competitive world you cannot justify providing complimentary meals on a traditional business model. It simply does not pay for itself... which explains why essentially everybody has taken all that free food off the airplane. We're being illogical by actually investing heavily in this area... It's part of who we are, and it's what makes us different from everybody else."[99]
On August 30, 2012, Hawaiian filed an application with the U.S. Department of Transportation for a nonstop route between Kona and Tokyo-Haneda.[41] This would fill a void that Japan Airlines left when it ceased service to Kona nearly two years earlier.[41] However, the US Department of Transportation rejected the airline's application to begin service.[42]
How can we do this? It's easy. Because of our position, we have been able to create partnerships with every major airline in the world, and we buy the largest volume of airfare on flights to, from and within Canada. This allows us to get the best fares and pass those savings on to you. If you happen to find a better price elsewhere, let us know and we'll beat it! But there's no need to spend hours checking for flights on lots of different websites. By booking with us you can save time by comparing all available deals in one place all while being assured that if the price of the flight drops after you book, we'll credit you the difference with our amazing and free Price Drop Protection program.
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On Airbus A321 aircraft, Hawaiian offers iPad mini tablet computers for rent,[98] in addition to movies shown on overhead projection screens. Prior to September 1, 2013, Hawaiian offered DigEplayer portable video players for rent. Airbus A330 aircraft are equipped with on-demand units built into every seatback. The new Airbus A321neo will be equipped with personal device entertainment via app.
Hawaiian Holdings revealed on July 17, 2012, that it had signed a Letter of Intent to acquire turboprop ATR 42 aircraft with the aim of establishing a subsidiary carrier to serve routes not currently in Hawaiian's neighbor island system.[69] In December 2012 it was announced that Empire Airlines would operate the aircraft on behalf of Hawaiian.[70] A fourth ATR 42 aircraft was acquired in June 2018.[71]
On November 27, 2007, Hawaiian Airlines signed a MOU (Memorandum of Understanding) with Airbus for 24 long-range jets priced at $4.4 billion. The order included six Airbus A330-200s with a further six purchase rights and six Airbus A350-800s with a further six purchase rights - plans to fly to Paris and London were discussed. Deliveries for the A330s began in 2010 while the first A350 was to be delivered in 2017.[72]
On Airbus A321 aircraft, Hawaiian offers iPad mini tablet computers for rent,[98] in addition to movies shown on overhead projection screens. Prior to September 1, 2013, Hawaiian offered DigEplayer portable video players for rent. Airbus A330 aircraft are equipped with on-demand units built into every seatback. The new Airbus A321neo will be equipped with personal device entertainment via app.

In August 2007, the Seattle Seahawks became the second sports team to begin using Hawaiian Airlines to travel to games. The Oakland Raiders, also of the NFL, have been flying Hawaiian Airlines since the 1990s. The two teams fly on Hawaiian's Boeing 767s to and from all their games. Two of Hawaiian's Boeing 767 aircraft have been fitted with decals of logos from the Seahawks and the Raiders.
Soon after, in early 1985, the company received the first two of its leased Lockheed L-1011 aircraft. One aircraft was used to launch Hawaiian's first scheduled operation out of Hawaiʻi, daily Honolulu-Los Angeles services. This new service put Hawaiian in direct competition with the major US air carriers for the first time in its history.[20] Throughout 1985 and 1986, Hawaiian Airlines added additional L-1011s to its fleet and used them to open up services to other West Coast gateway cities such as San Francisco, Seattle, Portland, Las Vegas, and Anchorage, which placed Hawaiian in further competition against the major US airlines.[21]
Hawaiian also has frequent-flyer partnerships with several other airlines, allowing HawaiianMiles members to earn credit for flying partner airlines and/or members of partner airline frequent flyer programs to earn credit for Hawaiian flights. Some partnerships restrict credit to only certain flights, such as inter-island flights or to code-share flights booked through Hawaiian.

Hawaiian Airlines started HawaiianMiles, their frequent-flyer program, in 1983. Miles accumulated in the program allow members to redeem tickets, upgrade service class or obtain free or discounted car rentals, hotel stays, merchandise, or other products and services through partners. The most active members, based on the amount and price of travel booked, are designated Pualani Gold (fly 30 Segments or fly 20,000 Flight Miles) and Pualani Platinum (fly 60 Segments or fly 40,000 Flight Miles), with privileges such as separate check-in, Premier Club Lounge access in Honolulu, Hilo, Kona, Kahului, and Līhuʻe, priority upgrade and standby processing, or complimentary upgrades.[90] Travel award redemption from the HawaiianMiles program account for 5% of total revenue passengers.
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