- New Fare Display Makes Pricing Transparent -
- New Interisland Fares Help Maximize Capacity -
HONOLULU, March 3, 2003 -- In its latest step to simplify the travel experience for customers, Hawaiian Airlines today introduced its newly redesigned Web site, www.HawaiianAir.com, and a new pricing system that makes it quick and easy for customers to shop for the best combination of flights and fares.
The new site also offers online seat selection for Hawaiian's long-haul flights, streamlined booking of multiple segments and a new function that allows travelers to download Hawaiian's flight schedule into hand-held personal digital assistants (PDAs).
The site's pricing system displays Hawaiian's new three-tier fare structure -- “Super Saver,” “Saver” and “Anytime” fares -- along with availability of each fare for up to six flight options once users indicate route and date information, all in one page. The result shortcuts what used to be up to a 12-step search process into a single step. The three-tier Super Saver / Saver / Anytime fare structure has been applied to all of Hawaiian's scheduled flights, giving consumers the ability to see clearly and choose from all available fares in a single screen.
John W. Adams, Hawaiian's chairman and chief executive officer, said, “Hawaiian Airlines is focused on taking the mystery and hassle out of the travel experience. We've invested heavily in technology in order to simplify processes and the result is that Hawaiian's customers are going to enjoy increasing levels of convenience and control.”
New Interisland Fares Improve Capacity Balance
In conjunction with the redesigned Web site, Hawaiian has introduced new interisland fare levels designed to spread consumer demand more evenly across available seat capacity. Effective today, Hawaiian's interisland Super Saver fare drops from $69 (including fuel surcharge) to $67 all-inclusive; its Saver fare increases from $73 to $75; and its Anytime fare increases from $78 to $85. In addition, the company has eliminated all advance purchase requirements from its pricing and instead will use its automated yield management system to regulate the availability of fares on every flight.
The result is a completely market-driven system that will help Hawaiian achieve optimum balance between supply and demand.
“By pricing our product according to demand, we can increase the availability of last-minute seats for people who can't plan ahead,” said Adams. “In dropping our lowest fare and increasing the spread to our highest fare, we give travelers who have some flexibility in their plans significant incentive to choose flights that are not in highest demand -- thereby leaving more seats available for those who have less flexibility.”
Adams added that Hawaiian's lowest fares would need to be used liberally in order to effectively optimize productive use of seat capacity.
“The more control we have over our inventory, the more precisely we can plan capacity to efficiently meet demand. This is critically important to solving the serious financial sustainability problems that affect interisland operations,” Adams said.
“Our new pricing structure takes the confusion out of fares, provides customers with new opportunities to save money and allows Hawaiian to make more productive use of its seating capacity on all flights,” he said.
Fares for travel to and from Lanai and Molokai, as well as all two-segment connecting flights are slightly higher, consistent with the higher costs incurred by Hawaiian in providing these services.
Customers calling Hawaiian's Reservations department or any professional travel agent will be offered the same interisland or transpacific pricing options. Customers can call Reservations toll-free at
Continuing Investment In Improved Service
The new Web site's architecture is the product of detailed analysis of leading airline and travel sites, as well as patterns of usage within its own site. The Home Page prominently features the two areas that users access most often: Reservations and HawaiianMiles, the airline's frequent flyer program. Navigation throughout the site is simple and intuitive. Response times are significantly faster, thanks to a new server environment with scalable, virtually unlimited capacity that will allow the site to maintain its high-speed performance.
The redesigned Web site is Hawaiian's latest initiative aimed at simplifying the travel experience for customers. On January 1, the company announced that it would accept but no longer produce paper tickets. The move to go “ticketless” was the first step in facilitating later initiatives such as the addition of automated self-check-in terminals at airports throughout Hawaii to speed airport transits for customers.
Additional new conveniences, such as personalized booking and ticketing Web pages and online check-in from home or office are expected to debut in the next few months.
Hawaiian Airlines provides approximately 100 interisland flights per day connecting the six major islands of Hawaii, using a fleet of 13 all-new Boeing 717-200 narrowbody jets. The company also provides up to 30 nonstop flights per day between nine Western U.S. cities and Hawaii, along with weekly service between Honolulu and American Samoa and Tahiti using a new fleet of state-of-the-art Boeing 767-300ER (Extended Range) widebody aircraft.
Founded in Honolulu in 1929, Hawaiian Airlines is Hawaii's longest-serving and largest airline. The nation's 12th largest airline, it is also the second-largest provider of passenger service between the West Coast and Hawaii.
Hawaiian takes great pride in its innovative onboard service programs that highlight and promote the people and culture of Hawaii. The airline has earned numerous international awards for service in recent years, including the 2001 Zagat Survey's award for Best Overall U.S. Airline in the Premium category, and the 2001 Diamond Award for In-Flight Service from Onboard Services magazine. Hawaiian was rated third highest in Travel & Leisure magazine's most recent ranking of the Top 10 U.S. Airlines.
Additional information on Hawaiian Airlines, including previously issued company news releases, is available on the airline's Web site at www.HawaiianAir.com.