HONOLULU ― Hawaiian Airlines is confident in competing with Jin Air on the Honolulu route the Korean budget carrier plans to launch later this year, according to the airline’s head.

“Hawaii is one of the most competitive markets in the world. We have got used to competition and are quite confident of competing with Jin Air by offering authentic Hawaiian culture that will make passengers feel like their vacation has started the moment they board our flights,” Hawaiian Airlines’ president and CEO Mark Dunkerley said in an interview with The Korea Herald at the headquarters of the carrier in Honolulu.

Currently, Hawaiian Airlines and Korea’s two flagship carriers ― Korean Air and Asiana Airlines ― serve Hawaii. Korean Air’s budget unit Jin Air will start flying to the major tourist destination from December, making it the first Korean low-cost carrier to add long-haul international flights.

“Since we have started service in Korea back in 2011, the market has grown tremendously and our occupancies have been going up,” Dunkerley said.

He said what he discovered from all of the markets the firm serves is that people are looking for the experience to celebrate Hawaiian culture and see the beauty of the island.

“Our people embody the culture that makes Hawaii the most sought-after vacation destination in the world. Our onboard service program and amenities create a unique atmosphere. It’s not just about transportation, it’s about transformation as they are enticed with the sights, sounds and tastes of Hawaii,” he said.

“Also, when a customer purchases a round-trip ticket between Incheon and Honolulu, most of our fares are inclusive of a complimentary hop to one of the neighboring islands at the same time. Our aim is to provide Korean travelers a chance to enjoy all the beautiful islands of Hawaii that have unique offerings,” he added.

After emerging from bankruptcy in 2005, the firm has expanded its global network aggressively, especially in Asia and the South Pacific, including Japan, China, Australia and New Zealand.

“Among Asian countries, the Japanese market is the most mature market. Hawaii is well known in Korea where traveling wave started a decade back. Chinese tourists are not keen on Hawaii yet. Our job in China is to invest in getting Chinese to have an aspiration to visit,” he said.

By early 2013, the airline was getting over 30 percent of its revenue from its international routes, a jump from 8 percent in 2009.

In a bid to woo more international passengers, the airline announced Monday it is redesigning its premium cabins, adding full-flat seats to its business-class sections of the Airbus 330 aircraft. Hawaiian currently uses its A330s on the majority of its international routes.

The first aircraft equipped with the new seats will be unveiled during the second quarter of next year. 


By Park Han-na, Korea Herald correspondent
(hnpark@heraldcorp.com)