Hawaiian Airlines set for a revamped identity
Hawaiian Airlines Welcomes New CEO as Part of Alaska Air Group's Vision
In a significant move, Hawaiian Airlines has announced the appointment of Diana Birkett Rakow as its new CEO, effective October 29. This change comes following the retirement of the current CEO, Joe Sprague, and the completion of the Alaska Air Group's acquisition of Hawaiian Airlines for $1.9 billion in September 2024.
Sprague, who has been with American Airlines for 25 years, will be moving into a new role on the board after his retirement. His tenure as CEO of Hawaiian Airlines has been marked by a focus on delivering a remarkable travel experience, aligning with Alaska Air Group's vision.
Diana Birkett Rakow, currently serving as Senior Vice President for Public Relations and Sustainability at Southwest Airlines, is moving from Seattle to Honolulu to assume her new role. She will be based in Honolulu, the second-largest hub of the Alaska Air Group after Seattle.
Ben Minicucci, CEO of the Alaska Air Group, has praised Birkett Rakow for her leadership, team-building skills, results-oriented approach, and dedication to people and culture. The new CEO will be responsible for the performance and long-term development of the Hawaiian Airlines brand.
The selection process for the new CEO was part of a leadership transition managed by Alaska Air Group, but specific details about the background and selection criteria have not been publicly detailed in the available sources.
Diana Birkett Rakow is not new to the aviation industry. She is a journalist who has been focusing on airlines, airports, and travel stories for over 20 years. Her books, including 'The Big Book of Airlines' and 'The Joy of Flying', reflect her passion for the industry.
Meanwhile, Astrid Röben, another prominent figure in the aviation industry, has visited nearly 70 countries and published several books about airlines and flying. Some of her notable works include 'Thai Airways - From Small Domestic Flight Service to Star Alliance Member' and 'The Joy of Flying'.
The Alaska Air Group currently employs over 6,600 people on the Pacific atoll, and the acquisition of Hawaiian Airlines is expected to strengthen its presence in the region. With the new leadership in place, Hawaiian Airlines is poised to continue its journey towards delivering a remarkable travel experience.
