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Hawaiian Airlines: Aloha to
Amazon — April 2023

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Hawaiian Airlines is a long-established niche player. The eleventh largest commercial passenger airline in the USA, it is a destination carrier: it exists to bring tourists into Hawai’i and cater for the travel needs of residents of the pelagic State. Niches have their problems, especially in a commodity market such as aviation: too attractive and competitors encroach. In the post-pandemic leisure-oriented recovery, Hawaiian Airlines is facing intensified competition. But it may have found a way to diversify while sticking to its roots.

Dependence on tourism


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