Hawaiian Airlines SWOT Analysis, Competitors & USP

Posted in Airlines, Total Reads: 4915

SWOT analysis of Hawaiian Airlines analyses the brand/company with its strengths, weaknesses, opportunities & threats. In Hawaiian Airlines SWOT Analysis, the strengths and weaknesses are the internal factors whereas opportunities and threats are the external factors.

SWOT Analysis is a proven management framework which enables a brand like Hawaiian Airlines to benchmark its business & performance as compared to the competitors and industry. Hawaiian Airlines is one of the leading brands in the airlines sector. The table below also lists the top Hawaiian Airlines competitors and elaborates Hawaiian Airlines market segmentation, target group, positioning & Unique Selling Proposition (USP).

Hawaiian Airlines SWOT, Competitors, Marketing STP & Brand analysis Table
Hawaiian Airlines Brand Analysis
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. Strengths are:

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


Here are the weaknesses in the Hawaiian Airlines SWOT Analysis:

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.


Following are the Opportunities in Hawaiian Airlines SWOT Analysis:

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


The threats in the SWOT Analysis of Hawaiian Airlines are as mentioned:

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 top 3 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. Browse marketing analysis of more brands and companies similar to Hawaiian Airlines. The BrandGuide section covers SWOT Analysis, USP, STP & Competition of more than 6000 brands from over 20 categories. This SWOT and marketing analysis has been researched & authored by our BrandGuide Research Team members.

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