Hawaiian Airlines recently faced significant backlash after a poorly worded memo suggested the removal of Hawaiian language terms to promote inclusivity. The memo, which spread rapidly online, prompted critics to voice concerns about the potential loss of the airline’s cultural identity. In response to the uproar, Hawaiian Airlines swiftly clarified that the memo had been miscommunicated and assured the public that the Hawaiian language would remain an integral part of its operations.
The airline, now part of the Alaska Air Group following its acquisition in September 2024 for $1.9 billion, emphasized that while some policy names may change, the use of Hawaiian language will continue. The revised memo reaffirmed the airline’s commitment to Hawaiian values, stating that terms like Aloha, Mālama, Hoʻokipa, and Poʻokela—representing care, hospitality, and excellence—would still be part of its brand identity.
Community Response and Clarification
Following the initial memo, many observers quickly criticized the airline, claiming it signaled further erosion of Hawaiian culture as part of the merger with Alaska Air Group. The memo indicated, “In an effort to align our language to be inclusive for our entire employee population across the entire U.S., the Hawaiian words have been removed.” This statement ignited a wave of concern among community members and stakeholders who value the preservation of Hawaiian culture.
Debbie Nakanuela-Richards, the airline’s Cultural Relations Director, addressed the issue, explaining that the memo’s wording did not reflect the full context of the policy changes. “Often times when you see things at face value, you don’t see the totality of where a statement came from or where a comment came from,” she stated. Nakanuela-Richards reassured that the airline remains dedicated to connecting people with Aloha and upholding many Hawaiian values, which are central to its operations and identity.
Commitment to Hawaiian Culture
Despite the communication error, Hawaiian Airlines remains committed to promoting and preserving Hawaiian culture. The airline is actively involved in community outreach throughout Hawaii, including support for Hawaiian immersion schools and language classes. It also continues to offer the ‘ōlelo Hawai’i flight and a language certification program for its flight attendants, ensuring that the Hawaiian language is embedded within its workforce.
The recent acquisition has positioned Hawaiian Airlines within a larger network, granting access to more domestic and international routes. The merger is expected to enhance the airline’s operational capacity, allowing it to serve a broader range of destinations while still maintaining its unique cultural identity.
As Hawaiian Airlines navigates its new relationship with Alaska Airlines, it faces the challenge of integrating operations while honoring its rich heritage. The airline aims to leverage the strengths of both brands, ensuring that the Hawaiian spirit remains alive and visible in all aspects of its service.
Ultimately, this incident serves as a reminder of the delicate balance that must be maintained when merging corporate identities, especially in sectors where cultural significance plays a critical role. Hawaiian Airlines is poised to continue its legacy as a carrier that honors its roots while expanding its reach in the global aviation market.
