Hawaiian Airlines faced significant backlash after a memo suggested the removal of Hawaiian language terms to promote inclusivity. The document, which circulated widely online, prompted swift criticism from the community, fearing a loss of the airline’s cultural identity. Following the uproar, the airline clarified that the memo had been poorly worded and reaffirmed its commitment to preserving Hawaiian language and culture.
The controversy arose during a policy rewrite initiated by Hawaiian Airlines, which is now part of the Alaska Air Group following a $1.9 billion acquisition in September 2024. This merger positioned the combined airline group as the fifth-largest carrier in the United States. While the integration aims to optimize operations, Hawaiian Airlines vowed to maintain its distinct brand and cultural heritage.
Clarification on Language Policy
The memo in question stated, “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 triggered immediate concern among stakeholders and Hawaiian language advocates, who perceived it as a move away from the airline’s roots.
In response, Debbie Nakanuela-Richards, the airline’s Cultural Relations Director, emphasized that while some policy names will be updated, the Hawaiian language will remain integral to the company’s identity. She stated, “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.”
The airline also reiterated its commitment to connecting with values such as Aloha, Mālama (caring), Hoʻokipa (hospitality), and Poʻokela (excellence). These terms are essential to the brand’s promise and will continue to be featured in communications and operations.
Commitment to Cultural Practices
Hawaiian Airlines remains dedicated to preserving its cultural identity despite the recent miscommunication. The airline is involved in various community outreach programs throughout Hawaii, including support for Hawaiian immersion schools and language classes. They continue to offer the ‘ōlelo Hawai’i flight and a language certification program for all flight attendants, ensuring that the Hawaiian language remains a significant part of their operations.
As part of the merger with Alaska Air Group, Hawaiian Airlines is preparing to expand its reach into new international markets. This strategic alliance is expected to enhance the airline’s capabilities, allowing it to serve over 140 destinations across Asia, Oceania, North America, and Europe with a combined fleet of 443 aircraft, according to data from ch-aviation.
While recent changes have raised concerns about the preservation of Hawaiian heritage, the airline’s leadership remains focused on strengthening its cultural practices and ensuring that the Hawaiian language and values continue to thrive within its operations. The swift correction of the memo illustrates Hawaiian Airlines’ commitment to transparency and responsiveness to community concerns, reaffirming its role as a key player in the airline industry while honoring its rich cultural heritage.
