"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 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]
In March 2003, Hawaiian Airlines filed for Chapter 11 bankruptcy protection for the second time in its history. The airline continued its normal operations, and at the time was overdue for $4.5 million worth of payments to the pilots' pension plan. Within the company, it was suggested that the plan be terminated. As of May 2005, Hawaiian Airlines had received court approval of its reorganization plan. The company emerged from bankruptcy protection on June 2, 2005, with reduced operating costs through renegotiated contracts with its union work groups; restructured aircraft leases; and investment from RC Aviation, a unit of San Diego-based Ranch Capital, which bought a majority share in parent company Hawaiian Holdings Inc in 2004.

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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.
On March 31, 2011, Hawaiian announced that they will be renovating the check-in lobby of the inter-island terminal at the Honolulu International Airport (Hawaiian's main hub). Hawaiian, the only occupant of the inter-island terminal, will be removing the traditional check-in counter, to install six circular check-in islands in the middle of the lobbies. Those check-in islands can be used for inter-island, mainland, and international flights.[38]
Previously listed on the American Stock Exchange, the company moved to NASDAQ on June 2, 2008.[54] Hawaiian Holdings, Inc. is a holding company whose primary asset is the sole ownership of all issued and outstanding shares of common stock of Hawaiian Airlines, Inc. On June 30, 2008, the company announced that it had been added to the Russell 3000 Index.[55]

Hawaiian began acquiring Boeing 717 aircraft for operation on the Neighbor Island network in February 2001.[67] On June 4, 2008, the airline announced that it had agreed to lease an additional four 717 airplanes to meet demand due to the shutdown of Aloha Airlines' passenger operations and the closing of ATA Airlines, with deliveries between September and the end of 2008.[68]

In February 2018, Hawaiian was rumored to be canceling its order for six A330-800s and replacing them with 787-9s.[82] It was reported that Boeing priced the aircraft at less than $115 million, and possibly less than $100 million, each; the production cost of a 787-9 is between $80 million and $90 million. Boeing Capital also released Hawaiian from three 767-300ER leases in advance; these aircraft were to be transferred to United Airlines. Initially, Hawaiian refuted it cancelled its A330-800 order, but did not dismiss a new deal with Boeing.[83] However, on March 6, 2018, Hawaiian Airlines confirmed the cancellation of the A330-800 order and the signing of a Letter of Intent with Boeing to purchase ten 787-9 aircraft, with options for an additional ten planes;[84] the deal was finalized at the Farnborough Air Show in July 2018.[85]
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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]
In October 2015, Hawaiian Airlines announced that they will be upgrading their business class seats from the standard cradle seats to a 180-degree lie-flat seats on their A330 fleet in a 2-2-2 configuration. The new seats will be installed starting the second quarter of 2016. In addition to the new business class seats upgrade, the airline will add 28 additional Extra Comfort seating.[101]
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