Hawaiian Airlines SWOT Analysis, Competitors & USP

Posted in Airlines, Total Reads: 4086

SWOT Analysis of Hawaiian Airlines with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Hawaiian Airlines

Parent Company

Hawaiian Holdings Inc





Tagline/ Slogan

Hawai'i flies with us


It is not a network carrier or a point-to-point carrier, but a “destination carrier,” In all its marketing efforts, “we wrap ourselves in the flag of Hawaii.”

Hawaiian Airlines STP


Customers looking to travel to Hawaii

Target Group

Middle Class and upper middle class


Experience Hawaiian Culture on entering the plane

Hawaiian Airlines SWOT Analysis


Below is the Strengths, Weaknesses, Opportunities & Threats (SWOT) Analysis of Hawaiian Airlines :

1. Only airline to travel interisland to four out of eight islands
2. Simple business plan aimed at bringing people from all parts of its networks to Hawaiian islands
3. Unbroken decades of record of safety
4. Largest airline in Hawaii and one of the largest commercial airline in the US

5. Rated the best carrier serving Hawaii by Travel + Leisure,  Zagat, and Condé Nast Traveler


1.Other airlines offering services to same location at cheaper prices
2. Hawaii is too far south to be a good connecting point between most of Asia and North America
3. Only a handful of destinations—including Taipei and New Zealand—where the carrier can realistically market connecting flights to the U.S. mainland.


1.Expanding to new countries by planning to fly two new cities Beijing and Tapei
2.Growing into even more cities based on the success of current plan


1.Increasing cost of aviation fuel
2.Competition from competitors is a concern

3.Increasing maintenance cost and declining operating income

Hawaiian Airlines Competition


Below are the 3 main Hawaiian Airlines competitors :

1.Virgin America
2.American Eagle
3.Jetblue Airways

The brandguide table above concludes the Hawaiian Airlines SWOT analysis along with its marketing and brand parameters. Similar analysis has also been done for the competitors of the company belonging to the same category, sector or industry.


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