Diana Rakow Named Hawaiian Airlines CEO, First Female Leader

(HONOLULU, HAWAII) Diana Birkett Rakow will become the first female CEO of Hawaiian Airlines on October 29, 2025, capping a year of rapid integration since Alaska Airlines finalized its merger with the carrier in September 2024. Alaska Air Group announced the leadership change on September 10–11, 2025, confirming that Rakow will be based in Honolulu, report to Alaska Air Group CEO Ben Minicucci, and remain on the Alaska Air Group Executive Committee. Her appointment follows the transition plan led by Joe Sprague, who was brought in to guide Hawaiian Airlines through the final steps toward a Single Operating Certificate (SOC) with the Federal Aviation Administration, a milestone the companies expect to reach in October.

New CEO: Background and Role

Rakow previously served as Senior Vice President of Public Affairs and Sustainability at Alaska Airlines. There she developed strategies across communications, community engagement, environmental commitments, and venture investments.

In her new role as CEO of Hawaiian Airlines, she will:

• Continue to oversee sustainability and investment efforts for Alaska Air Group.
• Lead Hawaiian Airlines through the next phase of integration under the combined company’s structure.
• Be based in Honolulu and report directly to Ben Minicucci.

Minicucci praised Rakow’s track record, noting her “a proven record of building strong teams, delivering results, and caring deeply about people and culture.” Sprague will retire from the CEO role but remain on the Hawaiian Airlines board as the SOC is achieved and the company transitions to a more stable operating period.

“A special airline, with incredible employees guided by a deep sense of place and culture,” Rakow said in a statement, emphasizing Hawaiian’s purpose of connecting Hawai‘i to the world and supporting the islands’ economy.

Kūhiō Lewis, CEO of the Hawaiian Council, welcomed the move and highlighted Rakow’s “attentiveness and solution-oriented approach” as strengths for the airline’s future.

Integration Strategy: Brand and Systems

The leadership handoff aligns with the carriers’ commitment to preserve the Hawaiian Airlines brand while drawing on Alaska Air Group’s resources. The companies say the plan balances identity and efficiency, focusing on:

• Stability for employees
• Consistency for customers
• Protection of Hawaiian’s service culture while rolling out shared systems, policies, and a unified loyalty experience

According to analysis by VisaVerge.com, community voices continue to watch how the combined airline will protect Hawaiian’s service culture while implementing shared systems and policies.

Recent Operational Steps and Policy Changes

Hawaiian Airlines — which describes Honolulu as its heart and its second-largest hub after Seattle in the combined network — has already aligned several policies and systems with Alaska’s approach. Key milestones include:

• May 1, 2025: Travel agency partners gained full access to Hawaiian’s network, fares, and products through all channels — an important step toward a common distribution setup.
• Launch of a unified loyalty program, Atmos Rewards, covering both carriers.
• Expansion of the combined schedule to more than 200 daily flights within Hawai‘i.

Company officials describe these changes as building blocks for a smoother customer journey once the SOC is in place.

Policy Changes Affecting Flyers

One immediate customer-facing change is the no-show policy, implemented on May 15, 2025, aligning with Alaska Airlines’ rules. The policy:

• Cancels all continuing and return flights on the same reservation if a traveler with a confirmed reservation misses a flight and does not cancel in advance.
• Prevents money or miles used to buy a non-refundable fare from appearing as credit for future travel.
• Advises passengers to change or cancel reservations before departure, either online or by calling 1-800-367-5320.

The airline says the policy aims for fairness and reliability, especially on high-demand routes to, from, and within Hawai‘i.

Practical traveler takeaways:

1. If plans change, cancel early to avoid losing non-refundable value.
2. That applies to interisland hops and long-haul segments tied together on one ticket.
3. Use digital tools for quick changes; call support when online changes aren’t possible.

Beyond the no-show rule, distribution integration lets agencies and corporate travel managers shop and support Hawaiian itineraries with the same depth as other Alaska content. For travelers, this means:

• Broader booking access through more channels
• Unified loyalty earning and redemption under Atmos Rewards
• Better visibility for schedules and pricing

Industry analysts view Rakow’s background in sustainability, culture, and communications as a signal that leadership intends to blend systems while preserving the signature Hawaiian service feel. VisaVerge.com reports continued scrutiny from customers and employees about long-term interisland service and the unified loyalty program’s value for frequent flyers.

Integration Timeline and Regulatory Milestone

• Alaska Airlines acquired Hawaiian Airlines in September 2024.
• Joe Sprague was named transitional CEO to lead the operational and regulatory work toward a combined airline.
• The critical regulatory step is obtaining a Single Operating Certificate (SOC) from the Federal Aviation Administration, which consolidates certificates and standardizes operations.

The companies expect to complete the SOC in October 2025, the same month Rakow assumes the CEO role. Sprague described the transition as a “natural point” to hand off leadership as regulatory work reaches the finish line.

What the SOC means for operations:

• Establishes a single playbook for flight operations, maintenance, crew training, and safety programs under the combined company’s oversight.
• Is primarily a behind-the-scenes process with tangible effects on standardization and operational consistency.

For details on FAA certification standards, readers can review the FAA’s framework here: Federal Aviation Administration airline certification.

Communications and Where to Get Updates

Company channels are the primary sources for traveler and partner updates:

• Hawaiian’s official site: Hawaiian Airlines
• Alaska’s newsroom for corporate announcements: Alaska Air Group

With the SOC expected in October, further announcements are likely as the company aligns check-in processes, customer policies, loyalty features, and shared technology.

Immediate Customer Impacts (Summary)

• No-show policy enforcement across itineraries including Hawaiian segments — risk of losing ticket value if travelers don’t cancel before departure.
• Broader booking access via agency channels — improved visibility for prices and schedules.
• Unified loyalty earning and redemption under Atmos Rewards for travel within Hawai‘i and beyond.

Culture, Community, and Leadership Continuity

Hawaiian’s staff has navigated years of change, including pandemic recovery and the merger’s complexities. The company describes employees as “guided by a deep sense of place and culture,” language Rakow echoed in her statement. For many employees, the airline is tied to family history and community life, so protecting that identity while aligning policies will be a key test of the new chapter.

Ben Minicucci framed the transition as the start of a “next chapter,” keeping Sprague on the board to provide continuity and institutional memory. That continuity aims to reassure employees and customers that momentum will continue as the company moves through the last stretch of regulatory integration.

Practical Advice for Travelers

• Check reservation details early; cancel or adjust before departure to avoid losing non-refundable funds.
• Watch for updates on Atmos Rewards features that apply across both airlines.
• Use official channels for the latest announcements — Hawaiian’s site and Alaska’s newsroom.
• For quick changes and support, call 1-800-367-5320.

The coming weeks will test the combined company’s ability to keep operations steady while adjusting organizational lines and roles. With Rakow stepping into the CEO seat and Sprague remaining on the board, leaders say they’re prepared to move from regulatory milestones to long-term service goals, focusing on culture and customer trust.

For many in Hawai‘i, how well the company balances brand identity with behind-the-scenes system harmonization will define the merger’s success well after the SOC is secured.