In a significant move for Hawaii's travel and business landscape, Alaska Air Group announced that Diana Birkett Rakow, currently the senior vice president of public affairs and sustainability at Alaska Airlines, will become the CEO of Hawaiian Airlines on October 29th. She will replace Joe Sprague, who is retiring after a long career. The transition comes as Alaska Air Group progresses with its acquisition of Hawaiian Airlines, which was completed in September 2024. CNBC reported on the change and highlighted Rakow's experience within Alaska Airlines, where she focused on public affairs and sustainability.
Rakow's new role in Honolulu will involve overseeing the performance of Hawaiian Airlines and the expansion of Alaska Air Group's ventures in Hawaii. This includes supporting the company's guests and the 6,600 employees across the islands. Alaska Airlines stated that Rakow will continue to report to Alaska Air Group CEO Ben Minicucci and remain on the Executive Committee, with her responsibilities including oversight of company-wide sustainability and venture investment strategies. The leadership change signals strategic priorities, potentially focusing on operational efficiency and sustainability initiatives, which are vital for long-term success in the competitive airline industry.
The transition comes at a crucial time, as the airline industry faces numerous challenges, including rising fuel costs and the need to adapt to the evolving demands of travelers. Rakow's appointment could signify an increased emphasis on environmental sustainability, which is important to both the airlines and the local community. Aviation Week also noted the news, emphasizing the importance of the move at this time. The shift also occurs as the company works to complete a single operating certificate from the Federal Aviation Administration.
