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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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‘Ticking time bomb’: Extreme snowfall fuels avalanche danger around Haines

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‘Ticking time bomb’: Extreme snowfall fuels avalanche danger around Haines


Avalanche professionals are warning backcountry adventurers to stay out of risky terrain after snow slammed the Upper Lynn Canal in late December.

National Weather Service data shows the storm dumped at least 44 inches of snow in Haines, making it the sixth snowiest five-day period in more than two decades. Other reports documented closer to six or seven feet.

“It was definitely one of the higher snowfalls you’ve gotten in five days, pretty much out of all your time that the station’s been there,” said Juneau-based meteorologist Edward Liske.

The dumping has created a risky situation in the backcountry that warrants extreme caution, said Jeff Moskowitz, the director of the Haines Avalanche Center.

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His main message: “Avoid being in or around avalanche terrain.”

Earlier this week, Moskowitz dug a snow pit in town – in front of Haines’ historic Fort Seward – that confirmed his assessment. Standing chest-deep in the pit, he pointed out layers of snow stacked on top of each other, each representing a different storm.

There was a somewhat fluffy layer on top, from the snowfall in early January. Below that, there was a roughly three-foot-deep layer that was more compact, from the late December storm.

And then there was a thin, feeble layer of snow just inches from the ground that crumbled like sugar when Moskowitz ran his hand through it. That snow was on the ground before the big storm – it’s the layer that could collapse and trigger an avalanche under the weight of more precipitation, snowmachines or humans.

“We have about a meter of really strong snow just sitting over this sugar,” Moskowitz said, calling it a “dangerous combination for avalanches.”

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Jeff Moskowitz directs the Haines Avalanche Center, the Chilkat Valley’s primary source of avalanche information.

Starting Dec. 27, the situation prompted the center to issue warnings about high avalanche risk in the Haines area. Moskowitz said people should stay off slopes that are greater than 30 degrees – and avoid traveling beneath them.

“It’s just a tricky situation, because there’s lots of snow, and we want to go play,” he said. “But we still have this strong-over-weak layering in most places.”

In some places, he said, the weak layer may be buried so deep that a human or snowmachine wouldn’t trigger it. But in shallower areas, like near trees or rocks. the layer would be closer to the surface and more likely to trigger an avalanche.

“People could ride that slope numerous times until one person finds that weak spot,” he said.

The deluge has stopped for now. But the situation could get worse before it gets better, as temperatures rise and the top layer of snow consolidates into a heavier, thicker slab. New precipitation or other conditions could trigger a natural avalanche cycle, wiping that weak layer out.

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“Otherwise, it’s a little bit like a ticking time bomb,” Moskowitz said.

Haines Avalanche Center

The Haines Avalanche Center is a nonprofit and the main source of avalanche information in the Chilkat Valley, which draws backcountry adventurers from around the world. Moskowitz emphasized the importance of donations, grants and borough funding to make that work possible.

In the past, the Haines Borough has asked nonprofits to apply for funding from a $100,000 bucket. But Haines Mayor Tom Morphet said that, amid a steep budget deficit, the assembly discontinued that grant process for fiscal year 2026, which runs through June.

That has meant less funding than usual for the Avalanche Center, which has just three part-time employees, including Moskowitz.

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“Less funding means less staff time,” Moskowitz said. “And staff time means that locals who are avalanche professionals and have certifications are out there, digging in the snow, making assessments, posting that information publicly.”

The center posts a general avalanche information product every week, plus a weather forecast and season summary. They also issue advisories when avalanche danger is high, including three days in a row in late December.

But the center does not currently have the funding or staff capacity to consistently publish advisories when avalanche risk is low, moderate or considerable.

“What we don’t want, is that there’s an accident that sparks the public interest in supporting the Avalanche Center,” Moskowitz said. “We just need to maintain the services we provide and just keep it going year after year after year.”

Morphet, the mayor, said the borough and assembly are “acutely aware” of the center’s importance.

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Moskowitz said people who recreate in the backcountry can help by paying close attention to their surroundings – and he urged them to send in their observations online.

That could mean details about a human-triggered or natural avalanche, about where the sun has hit the mountains on a particular day, or an observation that feathery crystals – known as surface hoar – have started forming on the snow’s surface.

“There’s very little information that we’re not going to find useful,” Moskowitz said. “All of that is very valuable, and it helps to inform this bigger picture.”



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Alaska delegation mixed on Venezuela capture legality, day before presidential war powers vote

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Alaska delegation mixed on Venezuela capture legality, day before presidential war powers vote


ANCHORAGE, Alaska (KTUU) – Alaska’s congressional delegation had mixed reactions Wednesday on the legality of the Trump administration’s actions in Venezuela over the weekend, just a day before they’re set to vote on a bill ending “hostilities” in Venezuela.

It comes days after former Venezuelan Nicolás Maduro was captured by American forces and brought to the United States in handcuffs to face federal drug trafficking charges.

All U.S. Senators were to be briefed by the administration members at 10 a.m. ET Wednesday, including Secretary of State Marco Rubio and Secretary of Defense Pete Hegseth, according to CBS News.

Spokespersons for Alaska Sens. Lisa Murkowski, R-Alaska, and Dan Sullivan, R-Alaska, say they were at that meeting, but from their responses, the two shared different takeaways.

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Sullivan, who previously commended the Trump administration for the operation in Venezuela, told KDLL after his briefing that the next steps in Venezuela would be done in three phases.

“One is just stabilization. They don’t want chaos,” he said.

“The second is to have an economic recovery phase … and then finally, the third phase is a transition to conduct free and fair elections and perhaps install the real winner of the 2024 election there, which was not Maduro.”

Murkowski spokesperson Joe Plesha said she had similar takeaways to Sullivan on the ousting of Maduro, but still held concerns on the legality.

“Nicolás Maduro is a dictator who led a brutally oppressive regime, and Venezuela and the world are better places without him in power,” Plesha said in a statement Wednesday. “While [Murkowski] continues to question the legal and policy framework that led to the military operation, the bigger question now is what happens next.”

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Thursday, the Senate will decide what happens next when they vote on a war powers resolution which would require congressional approval to “be engaged in hostilities within or against Venezuela,” and directs the president to terminate the use of armed forces against Venezuela, “unless explicitly authorized by a declaration of war or specific authorization for use of military force.”

Several House leaders have also received a briefing from the administration according to CBS News. A spokesperson for Rep. Nick Begich, R-Alaska, said he received a House briefing and left believing the actions taken by the administration were legal.

“The information provided in today’s classified House briefing further confirmed that the actions taken by the Administration to obtain Maduro were necessary, time-dependent, and justified; and I applaud our military and the intelligence community for their exceptional work in executing this operation,” Begich said in a statement.

Looming vote

Sen. Tim Kaine, D-VA, authored the war powers resolution scheduled for debate Thursday at 11 a.m. ET — 7 a.m. AKST.

It’s a resolution which was one of the biggest topics of discussion on the chamber floors Wednesday.

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Sen. Rand Paul, R-KY, said on the Senate floor Wednesdya that the actions taken by the administration were an “act of war,” and the president’s capture of Maduro violated the checks and balances established in the constitution, ending his remarks by encouraging his colleagues to vote in favor of the resolution.

“The constitution is clear,” Paul said. “Only Congress can declare a war.”

If all Democrats and independents vote for the Kaine resolution, and Paul keeps to his support, the bill will need three more votes to pass. If there is a tie, the vice president is the deciding vote.

“It’s as if a magical dust of soma has descended through the ventilation systems of congressional office buildings,” Paul continued Wednesday, referring to a particular type of muscle relaxant.

“Vague faces in permanent smiles and obedient applause indicate the degree that the majority party has lost its grip and have become eunuchs in the thrall of presidential domination.”

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Legality of actions under scrutiny

U.S. forces arrested Maduro and his wife, Cilia Flores, from their Caracas home in an overnight operation early Saturday morning, Alaska time. Strikes accompanying the capture killed about 75 people, including military personnel and civilians, according to U.S. government officials granted anonymity by The Washington Post.

Maduro pleaded not guilty Monday in a New York courtroom to drug trafficking charges that include leading the “Cartel of the Suns,” a narco-trafficking organization comprised of high-ranking Venezuelan officials. The U.S. offered a $50 million reward for information leading to his capture.

Whether the U.S. was legally able to capture Maduro under both domestic and international law has been scrutinized in the halls of Congress. Members of the administration, like Secretary of State Marco Rubio, have been open in defending what they say was a law enforcement operation carrying out an arrest warrant, The Hill reports. Lawmakers, like Paul or Sen. Chuck Schumer, D-NY, say the actions were an act of war and a violation of the constitution.

While the president controls the military as commander in chief, Congress constitutionally has the power to declare wars. Congressional Democrats have accused Trump of skirting the Constitution by not seeking congressional authorization before the operation.

Murkowski has not outright condemned or supported the actions taken by the administration, saying in a statement she was hopeful the world was safer without Maduro in power, but the way the operation was handled is “important.”

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Sullivan, on the other hand, commended Trump and those involved in the operation for forcing Maduro to “face American justice,” in an online statement.

Begich spokesperson Silver Prout told Alaska’s News Source Monday the Congressman believed the operation was “a lawful execution of a valid U.S. arrest warrant on longstanding criminal charges against Nicolás Maduro.”

The legality of U.S. military actions against Venezuela has taken significant focus in Washington over the past several months, highlighted by a “double-tap” strike — a second attack on the same target after an initial strike — which the Washington Post reported killed people clinging to the wreckage of a vessel after the military already struck it. The White House has confirmed the follow-up attack.

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Sullivan, who saw classified video of the strike, previously told Alaska’s News Source in December he believed actions taken by the U.S. did not violate international law.

“I support them doing it, but they have to get it right,” he said. “I think so far they’re getting it right.”

Murkowski, who has not seen the video, previously said at an Anchorage press event the takeaways on that strike’s legality seem to be divided along party lines.

“I spoke to a colleague who is on the Intelligence Committee, a Republican, and I spoke to a colleague, a Democrat, who is on the Senate Armed Services Committee … their recollection or their retelling of what they saw [was] vastly different.”

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National Native helpline for domestic violence and sexual assault to open Alaska-specific service

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National Native helpline for domestic violence and sexual assault to open Alaska-specific service


A national support line for Native survivors of domestic violence and sexual assault has begun work to launch an Alaska-specific service. Strong Hearts Native Helpline is a Native-led nonprofit that offers 24-hour, seven-day-a-week support for anonymous and confidential calls from people who have experienced domestic violence or sexual assault. The line is staffed by Native […]



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