Hawaiian Airlines CEO Joe Sprague to Retire: Diana Birkett Rakow Takes the Helm Amid Major Fleet Expansion and New Partnerships

Hawaiian Airlines has announced that Joe Sprague, the airline’s current CEO, will retire on October 29, 2025, after leading the company through a period of significant growth and expansion. Diana Birkett Rakow, who has been with Alaska Airlines, Hawaiian Airlines’ parent company, for over eight years, will succeed him as the new CEO. This leadership transition comes after Alaska Air Group completed its $1.9 billion acquisition of Hawaiian Airlines in September 2024.

A Seamless Transition with Experienced Leadership

Diana Birkett Rakow has held the position of senior vice president of public affairs and sustainability at Alaska Airlines and has extensive experience in managing high-level operations within the airline industry. Following the transition, she will continue to report to Ben Minicucci, the CEO of Alaska Air Group. Birkett Rakow’s appointment is seen as a natural progression, as she brings a wealth of experience and leadership to her new role at Hawaiian Airlines.

Joe Sprague, who worked at Alaska Airlines for 25 years, became the CEO of Hawaiian Airlines after the acquisition. Upon his retirement, he will remain involved with the company as a member of the board. Sprague’s leadership has been integral to the airline’s growth, particularly after the acquisition by Alaska Air Group, positioning the airline for greater success in the years ahead.

Operational Developments: Streamlining Routes for Growth

Under Sprague’s leadership, Hawaiian Airlines has taken strategic steps to streamline its route network, focusing on high-demand markets to ensure the airline remains competitive. In August 2025, Hawaiian Airlines announced the suspension of three underperforming routes to Boston, Seoul, and Fukuoka, reallocating resources to more profitable destinations. This decision was part of a broader effort to optimize the airline’s services and meet the evolving needs of its customers.

Additionally, Hawaiian Airlines increased the frequency of flights to several key markets, including:

• A fifth daily flight between Honolulu and Los Angeles during peak seasons.
• A fourth daily flight between Honolulu and Seattle from late November to mid-April.
• Daily flights between Honolulu and Sydney from December 18 to January 31.
• Two weekly flights between Honolulu and Papeete, beginning in March 2026.

These adjustments not only reflect Hawaiian Airlines’ ability to adapt to market conditions but also demonstrate the airline’s commitment to providing customers with more flexible and frequent flight options to some of the most popular travel destinations.

Fleet Expansion: Modernization for Future Success

In line with its operational goals, Hawaiian Airlines has continued to modernize its fleet under the leadership of Joe Sprague. This modernization initiative has been a key part of the airline’s efforts to improve efficiency and enhance the overall travel experience for passengers.

As of 2025, the airline operates a diverse and modern fleet that includes:

• 18 Airbus A321neo aircraft.
• 24 Airbus A330-200 aircraft.
• 19 Boeing 717-200 aircraft.
• 4 Boeing 787-9 aircraft.

These aircraft support both domestic and international operations, allowing Hawaiian Airlines to serve a broad network of destinations with reliability and efficiency. The fleet expansion is part of Hawaiian Airlines’ strategy to maintain its position as a leader in the competitive airline industry, ensuring that it can continue to meet the growing demands of both leisure and business travelers.

Partnerships: Strengthening Global Connectivity

During Joe Sprague’s tenure as CEO, Hawaiian Airlines has developed and solidified several key partnerships that have expanded the airline’s reach and enhanced its service offerings. These partnerships have played a critical role in improving connectivity for Hawaiian Airlines passengers and enabling the airline to expand its global presence.

One of the most significant developments was the completion of Alaska Air Group’s acquisition of Hawaiian Airlines in 2024. This acquisition allowed both airlines to better align their operations, share resources, and integrate their loyalty programs, thereby offering customers more benefits and convenience. Hawaiian Airlines and Alaska Airlines are working together to optimize their combined network and provide passengers with greater flexibility when traveling to both domestic and international destinations.

In addition to the Alaska Airlines acquisition, Hawaiian Airlines also formed a strategic codeshare partnership with Qantas in May 2025. This partnership allowed Hawaiian Airlines to expand its network to include new destinations in Australia, offering travelers more options and improved access to international flights. The codeshare agreement not only increased Hawaiian Airlines’ presence in the Pacific region but also positioned the airline for further growth in the competitive global aviation market.

Strategic Leadership: Preparing Hawaiian Airlines for Future Growth

As Diana Birkett Rakow prepares to take the helm at Hawaiian Airlines, she inherits a company that has made significant strides in expanding its services, modernizing its fleet, and forming valuable partnerships. Under the leadership of Joe Sprague, the airline was able to establish a strong foundation for growth, positioning it well to face the challenges and opportunities in the evolving airline industry.

Birkett Rakow’s experience in public affairs and sustainability at Alaska Airlines will also be valuable as Hawaiian Airlines continues to develop its corporate responsibility initiatives. As sustainability becomes an increasingly important factor in the airline industry, Birkett Rakow’s background in this area will likely play a key role in driving Hawaiian Airlines’ efforts to reduce its environmental impact and improve its sustainability practices.

Conclusion: A Bright Future for Hawaiian Airlines

Hawaiian Airlines is entering a new phase of growth and innovation as it transitions to new leadership. Joe Sprague’s leadership has guided the airline through a period of significant transformation, including its acquisition by Alaska Air Group and its efforts to modernize its fleet and expand its route network. With Diana Birkett Rakow set to take over as CEO, the airline is poised to continue its growth trajectory while maintaining its commitment to providing high-quality service to passengers.

The future of Hawaiian Airlines looks bright, with a strengthened partnership with Alaska Airlines, an expanded fleet, and a focus on customer satisfaction and operational efficiency. As the airline moves forward under new leadership, it will undoubtedly continue to build on the solid foundation laid by Sprague, ensuring a bright future for the airline and its passengers.

[Image Credit: Hawaiian Airlines]

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