Alaska
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?
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.
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.
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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Alaska
University of Alaska names U.S. Army commander as new UAF chancellor
Officials with the University of Alaska have tapped the commander of the U.S. Army 11th Airborne Division’s Arctic Aviation Command as the new permanent chancellor of the University of Alaska Fairbanks.
Col. Russell “Russ” Vander Lugt was selected from four finalists after an eight-month search process. He will be the top executive of Alaska’s leading research institution, which describes itself as “America’s Arctic university.” He will replace interim chancellor, and former U.S. Ambassador to the Arctic, Mike Sfraga, who succeeded former chancellor Dan White who announced his retirement in May of last year.
Vander Lugt is a senior U.S. Army officer, an Arctic scholar and UAF alumni, with over two decades of executive leadership experience, according to a university announcement on May 27. He has served as commander of the 11th Airborne Division’s Arctic Aviation Command at Fort Wainwright in Fairbanks since Aug. 2024.
“I’m humbled to be selected to lead the University of Alaska Fairbanks during this pivotal time,” Vander Lugt said in a statement with the announcement.
“I look forward to leading through trust, transparency, and teamwork as we see Alaska and the Arctic transformed through education, research, and public service. I’m committed to building on the strong foundation Chancellors Sfraga and White have established, and working closely with university leadership and governance to support and advance UAF’s mission,” he said.
Vander Lugt will step into the permanent chancellor role on Sept. 8. Sfraga’s last day was Friday, and university officials have selected Larry Hinzman, director of the UA Arctic Leadership Initiative, to serve as interim chancellor through the summer.
Vander Lugt has had a long career with the U.S. Army in various roles in Alaska, where he is stationed in Fairbanks, and across the U.S. His resume lists deployments to Europe and the Middle East.
He served in executive leadership roles that include the Alaskan Command, a division of the U.S. Northern Command, the 601st Aviation Support Battalion, and the 1st Stryker Brigade Combat team. He also taught history and military leadership as an assistant professor at the U.S. Military Academy at West Point and was a professor of military science and department chair at Embry-Riddle Aeronautical University in Prescott, Arizona.
He holds a master’s degree and doctoral degree in Arctic and Northern Studies, which he completed in 2022 at the University of Alaska Fairbanks.
Vander Lugt’s hire is the latest in major leadership changes in the University of Alaska system — former UA President Pat Pitney retired last month and former university attorney Matt Cooper was named as her successor. Cooper will begin as university president in early August, and Michelle Rizk, vice president of university relations and chief strategy, planning and budget officer, is serving as interim president. Cheryl Siemers was appointed permanent chancellor of the University of Alaska Anchorage in March, after serving as interim chancellor since the retirement of former chancellor Sean Parnell last year.
Vander Lugt’s base salary will be $309,000, according to the university’s announcement.
The University of Alaska Fairbanks serves roughly 7,500 students. It employs more than 800 faculty and nearly 2,000 staff across urban and rural campuses in Fairbanks, Kotzebue, Nome, Bethel and Dillingham.
Originally published by the Alaska Beacon, an independent, nonpartisan news organization that covers Alaska state government.
Alaska
Dutch Harbor Remembrance Day 2026 – Mike Dunleavy
WHEREAS, on June 3, 1942, six months after the attack on Pearl Harbor, World War II arrived in Alaska when Dutch Harbor on Amaknak Island was bombed by Japanese – the first aerial attack by an enemy on the continental United States; and
WHEREAS, the Japanese pilots expected little resistance; but because of an intercepted message three weeks earlier, the installation was on high alert, and Navy and Marine personnel were prepared with anti-aircraft defenses; and
WHEREAS, encountering unexpected resistance at Dutch Harbor, installation, Japanese forces shifted their focus to the Margaret Bay Naval Barracks, where the attack claimed the lives of 25 servicemen; and
WHEREAS, following the initial attack on Dutch Harbor, Japanese forces launched additional assaults on Dutch Harbor, Adak, Kiska, and Attu, resulting in the Aleut people being evacuated and held in internment camps in Southeast Alaska for three years, through which many did not survive; and
WHEREAS, the brave soldiers of the United States Armed Forces and allied Canadian Forces fought valiantly for more than a year to reclaim the remaining Aleutian Islands. The battle of Attu stands as one of the most costly American assaults in the Pacific, with hundreds of servicemen making the ultimate sacrifice to liberate Alaska; and
WHEREAS, on the 84th anniversary of the bombing of Dutch Harbor, we remember and honor all who were affected by the attack, paying tribute both to the military personnel who served and died to defend our Nation and to the Aleut people who died while imprisoned.
NOW THEREFORE, I, Mike Dunleavy, GOVERNOR OF THE STATE OF ALASKA, do hereby proclaim June 3, 2026, as:
Dutch Harbor Remembrance Day
in Alaska and encourage all Alaskans to join with the people of Dutch Harbor, Unalaska, and the Aleutian Islands to honor all who were lost in Alaska during World War II, and I order the Alaska State Flag to be flown at half-staff in remembrance of those who perished.
Dated: June 3, 2026
Alaska
Photos show Alaska National Guard plane damaged in Iran war theater
A plane belonging to the Alaska National Guard appears to have been damaged during operations connected to Operation Epic Fury as part of American military efforts against Iran, according to online reports. Defense officials have so far declined to confirm whether Alaska National Guard personnel or equipment are taking part in the campaign.
Last week, defense industry news outlet The War Zone published photos of a KC-135 Stratotanker transiting through a British airbase. In the pictures, made by photographer Andrew McKelvey, the rear bottom of the fuselage and wing stabilizers are “peppered with temporary shrapnel damage repairs‚“ according to The War Zone’s article. The plane also appears to be missing its refueling boom, the proboscis extending from under the tail to pump off fuel to other aircraft.
In the photographs, the Stratotanker’s tail number is visible, identifying the refueling plane as belonging to the Alaska Air National Guard’s 168th Wing, based at Eielson Air Force Base outside of Fairbanks. The wing’s mission includes aerial refueling. That’s the tactic of large planes unloading vast quantities of fuel to aircraft, ranging from fighter jets to rescue helicopters, in midair.
Pictures from a different photographer published last week by another blog, The Aviationist, show the same plane. The tail includes the letters “AK” painted above a white polar bear.
In addition to the photographs, the reporting from The War Zone is based on publicly available flight data and social media posts scraped from a variety of sources.
According to information from Flight Radar 24, the Stratotanker left Eielson on March 5, just days after the U.S. and Israeli militaries began bombing Iranian targets on Feb. 28. Through March, according to public flight records, the plane was based at Ben Gurion Airport southeast of Tel Aviv, where, according to The War Zone, dozens of American refueling aircraft were staged as part of Operation Epic Fury.
There are no public flight records connected to the Stratotanker through April and most of May, until it appeared to fly through England on the way to the United States at the end of last month.
It is not clear how many Alaska Air National Guard planes, personnel or units are currently deployed in connection to the war effort against Iran.
A spokesperson for the Alaska National Guard referred all questions about Operation Epic Fury to the U.S. Central Command.
A spokesperson for CENTCOM, headquartered at MacDill Air Force Base in Florida, declined to answer questions on the record or provide any specific information about Alaska National Guard units deployed as part of ongoing military operations, citing the need to protect service members and operational security.
The Alaska National Guard has posted no informational releases or pictures connected to an overseas deployment during the last few months.
Much of Operation Epic Fury has been waged by military aircraft, and aerial refueling is critical to keeping planes supplied during long flights. A May 12 report from the Congressional Research Service composed of public damage reports to U.S. military aircraft noted that among the 42 records of damage or losses were seven KC-135 Stratotankers, though the findings were published before photos emerged of the Alaska-based plane. The report noted that the Defense Department “has not published a comprehensive assessment of combat losses” from Operation Epic Fury.
The tail number is associated with a Stratotanker manufactured in 1964, the year before Boeing ceased making them. All of the nearly 400 KC-135s currently in operation within the American military date back to that era of the Cold War.
The aircraft has the word “Tetlin” painted on the top of its tail. The name is an homage to the Interior Alaska village, one of several selected to honor longstanding bonds between military aviators and Alaska Native communities, according to photographs of a dedication ceremony posted by the Alaska National Guard last summer.
The 168th Wing currently has 12 Stratotankers attached to the unit. That number bumped up in April after a long campaign by Alaska Republican U.S. Sen. Dan Sullivan to allocate more tankers to the state’s portfolio given its vast geography and high number of advanced fighter jets.
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