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Hawaiian and Alaska Are Rebranding Hawaii Travel—Will Flyers Buy In?

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Hawaiian and Alaska Are Rebranding Hawaii Travel—Will Flyers Buy In?


Alaska Airlines and Hawaiian Airlines are making a bold move in their first joint marketing campaign, putting social media influencers at the center of their new strategy. You may not be in the target audience if you’re unsure what this even means. Influencers have a large social media following, and their sponsored recommendations can affect purchase behavior. At least, that’s what the airlines are betting on.

We’ve seen some promoter names floated around but can’t confirm. The list of suspects includes a podcaster, a home bartender, and a TV reality star, among others.

Instead of traditional loyalty promotions or airfare sales, the airlines are leaning into aspirational branding, using social media personalities to promote premium offerings and new routes.

This follows a larger industry trend that aligns well with Hawaii, where airlines aim to sell a curated lifestyle rather than just flights. But Hawaii-bound travelers have long booked based on price and schedule, raising the question: will influencer marketing drive real bookings, or is this just another polished campaign that doesn’t reflect the actual buying and flying experience?

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How influencer marketing is reshaping airlines.

With social media now shaping how at least some people travel, including to Hawaii, the airlines are shifting toward this new branding that feels more personal and experience-driven to the target audience.

Hawaiian and Alaska’s latest campaign taps into this trend by showcasing influencers enjoying premium-class seats, experiencing Hawaii’s top destinations and highlighting the airlines’ service offerings. The goal is to appeal to younger travelers who follow social media personalities and seek an upgraded Hawaii travel experience.

Alaska Airlines has already made a name for itself in branding shifts.

This took place most notably after its acquisition of Virgin America in 2018. After that merger, Alaska struggled to integrate Virgin’s sleek, millennial-focused image with its more utilitarian identity. Over time, it adopted Virgin’s modern aesthetic elements, including premium cabin upgrades, mood lighting, and a stronger focus on West Coast branding. Those lessons may now inform how it approaches the Hawaiian integration.

Does influencer marketing drive real Hawaii travel bookings?

Social media campaigns often succeed in industries with impulsive purchases, such as fashion or beauty, but airline travel differs. Booking a flight involves multiple considerations, including costs, especially when factoring in Hawaii accommodations, schedule, and baggage policies—factors that a polished influencer campaign doesn’t necessarily impact.

Past airline influencer campaigns have produced mixed results. Lufthansa partnered with social media personalities to promote its premium services, but recoiled when it didn’t appear to change consumer booking habits significantly. On the other hand, Spirit Airlines used influencers to reshape its low-cost image with some success—but that was in a market focused on budget travelers, not one built around premium branding.

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Hawaiian and Alaska now face the same challenge.

One of the most significant risks of influencer marketing is when branding creates an expectation that doesn’t match reality. This is particularly relevant on Hawaii flights, where most passengers fly economy on narrow-body planes with limited legroom and crowded cabins.

Hawaiian and Alaska’s campaign could backfire if it overemphasizes luxury while most passengers experience a standard economy-class flight. For influencer marketing to succeed, the airlines must ensure that they highlight improvements or offerings that benefit a broader range of travelers—not just those flying in premium cabins. Let’s see how that works.

If Hawaiian and Alaska use influencers to showcase elements that truly matter to Hawaii travelers—such as cultural experiences, unique destination insights or even sustainable travel initiatives, it could lead to more meaningful engagement.

What’s at stake for Alaska and Hawaiian.

This campaign is more than just a test of influencer marketing—it’s a defining moment for how Hawaiian and Alaska Airlines will shape their brand identities post-merger. Hawaiian Airlines has long stood apart for its unique connection to the islands, while Alaska Airlines has worked to modernize its sleek image. Merging these two reputations will still require a delicate balance.

If the campaign feels disconnected from travelers’ experiences, it could erode trust and loyalty. On the other hand, if it highlights tangible improvements that flyers genuinely appreciate, it could be a successful evolution for both airlines.

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With increasing competition in Hawaii’s airline market, Hawaiian and Alaska have little room for missteps. Travelers will ultimately decide if this new strategy resonates—or if it’s just another flashy campaign that doesn’t match the reality of flying to the islands.

What’s your take on this type of marketing? Are you more inclined to buy?

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Dozens of vehicle accidents reported, Anchorage after-school activities canceled, as snowfall buries Southcentral Alaska

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Dozens of vehicle accidents reported, Anchorage after-school activities canceled, as snowfall buries Southcentral Alaska


ANCHORAGE, Alaska (KTUU) – Up to a foot of snow has fallen in areas across Southcentral as of Tuesday, with more expected into Wednesday morning.

All sports and after-school activities — except high school basketball and hockey activities — were canceled Tuesday for the Anchorage School District. The decision was made to allow crews to clear school parking lots and manage traffic for snow removal, district officials said.

“These efforts are critical to ensuring schools can safely remain open [Wednesday],” ASD said in a statement.

The Anchorage Police Department’s accident count for the past two days shows there have been 55 car accidents since Monday, as of 9:45 a.m. Tuesday. In addition, there have been 86 vehicles in distress reported by the department.

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Snow measuring up to 17 inches deep in Anchorage, Alaska, on Jan. 6, 2026.(Alaska’s News Source)

The snowfall — which has brought up to 13 inches along areas of Turnagain Arm and 12 inches in Wasilla — is expected to continue Tuesday, according to latest forecast models. Numerous winter weather alerts are in effect, and inland areas of Southcentral could see winds up to 25 mph, with coastal areas potentially seeing winds over 45 mph.

Up to a foot or more of snow has fallen across Southcentral Alaska, with more snow expected...
Up to a foot or more of snow has fallen across Southcentral Alaska, with more snow expected through the day.(Alaska’s News Source)

Some areas of Southcentral could see more than 20 inches of snowfall by Wednesday, with the Anchorage and Eagle River Hillsides, as well as the foothills of the Talkeetna Mountain, among the areas seeing the most snowfall.

See a spelling or grammar error? Report it to web@ktuu.com



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Yundt Served: Formal Charges Submitted to Alaska Republican Party, Asks for Party Sanction and Censure of Senator Rob Yundt

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Yundt Served: Formal Charges Submitted to Alaska Republican Party, Asks for Party Sanction and Censure of Senator Rob Yundt


Sen. Rob Yundt

On January 3, 2026, Districts 27 and 28 of the Alaska Republican Party received formal charges against Senator Rob Yundt pursuant to Article VII of the Alaska Republican Party Rules.

According to the Alaska Republican Party Rules: “Any candidate or elected official may be sanctioned or censured for any of the following
reasons:
(a) Failure to follow the Party Platform.
(b) Engagement in any activities prohibited by or contrary to these rules or RNC Rules.
(c) Failure to carry out or perform the duties of their office.
(d) Engaging in prohibited discrimination.
(e) Forming a majority caucus in which non-Republicans are at least 1/3 or more of the
coalition.
(f) Engaging in other activities that may be reasonably assessed as bringing dishonor to
the ARP, such as commission of a serious crime.”

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Party Rules require the signatures of at least 3 registered Republican constituents for official charges to be filed. The formal charges were signed by registered Republican voters and District N constitutions Jerad McClure, Thomas W. Oels, Janice M. Norman, and Manda Gershon.

Yundt is charged with “failure to adhere and uphold the Alaska Republican Party Platform” and “engaging in conduct contrary to the principles and priorities of the Alaska Republican Party Rules.” The constituents request: “Senator Rob Yundt be provided proper notice of the charges and a full and fair opportunity to respond; and that, upon a finding by the required two-thirds (2/3) vote of the District Committees that the charges are valid, the Committees impose the maximum sanctions authorized under Article VII.”

If the Party finds Yundt guilty of the charges, Yundt may be disciplined with formal censure by the Alaska Republican Party, declaration of ineligibility for Party endorsement, withdrawal of political support, prohibition from participating in certain Party activities, and official and public declaration that Yundt’s conduct and voting record contradict the Party’s values and priorities.

Reasons for the charges are based on Yundt’s active support of House Bill 57, Senate Bill 113, and Senate Bill 92. Constituents who filed the charges argue that HB 57 opposes the Alaska Republican Party Platform by “expanding government surveillance and dramatically increasing education spending;” that SB 113 opposes the Party’s Platform by “impos[ing] new tax burdens on Alaskan consumers and small businesses;” and that SB 92 opposes the Party by “proposing a targeted 9.2% tax on major private-sector energy producer supplying natural gas to Southcentral Alaska.” Although the filed charges state that SB 92 proposes a 9.2% tax, the bill actually proposes a 9.4% tax on income from oil and gas production and transportation.

Many Alaskan conservatives have expressed frustration with Senator Yundt’s legislative decisions. Some, like Marcy Sowers, consider Yundt more like “a tax-loving social justice warrior” than a conservative.

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Pilot of Alaska flight that lost door plug over Portland sues Boeing, claims company blamed him

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Pilot of Alaska flight that lost door plug over Portland sues Boeing, claims company blamed him


The Alaska Airlines captain who piloted the Boeing 737 Max that lost a door plug over Portland two years ago is suing the plane’s manufacturer, alleging that the company has tried to shift blame to him to shield its own negligence.

The $10 million suit — filed in Multnomah County Circuit Court on Tuesday on behalf of captain Brandon Fisher — stems from the dramatic Jan. 5, 2024 mid-air depressurization of Flight 1282, when a door plug in the 26th row flew off six minutes after take off, creating a 2-by-4-foot hole in the plane that forced Fisher and co-pilot Emily Wiprud to perform an emergency landing back at PDX.

None of the 171 passengers or six crew members on board was seriously injured, but some aviation medical experts said that the consequences could have been “catastrophic” had the incident happened at a higher altitude.

Leani Benitez-Cardona, NTSB aerospace engineer, and Matthew Fox, NTSB chief technical advisor for materials, unpacking the door plug Sunday from Alaska Airlines flight 1282, a Boeing 737-9 MAX, in the materials laboratory at NTSB headquarters in Washington, D.C.NTSB

Fisher’s lawsuit is the latest in a series filed against Boeing, including dozens from Flight 1282 passengers. It also names Spirit AeroSystems, a subcontractor that worked on the plane.

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The lawsuit blames the incident on quality control issues with the door plug. It argues that Boeing caught five misinstalled rivets in the panel, and that Spirit employees painted over the rivets instead of reinstalling them correctly. Boeing inspectors caught the discrepancy again, the complaint alleges, but when employees finally reopened the panel to fix the rivets, they didn’t reattach four bolts that secured the door panel.

The complaint’s allegations that Boeing employees failed to secure the bolts is in line with a National Transportation Safety Board investigation that came to the conclusion that the bolts hadn’t been replaced.



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