Alaska Air Group has announced that Diana Birkett Rakow will become the new CEO of Hawaiian Airlines. It will be the first time in the airline’s history that the role is held by a woman. She will assume the role on October 29, succeeding Joe Sprague, who is retiring after a long career in the industry. Rakow will be based in Honolulu, the airline’s home and second-largest hub after Seattle.
Her appointment comes at a pivotal moment for Hawaiian, as it prepares to move under a single operating certificate (SOC) with Alaska Airlines. She will be responsible for advancing the Hawaiian brand and overseeing the company’s operations across the islands, and will continue to report directly to Alaska Air Group CEO Ben Minicucci.
Who Is Diana Birkett Rakow?
Rakow is currently Senior Vice President of Public Affairs and Sustainability at Alaska Airlines. She has been with the company for around eight years, during which she has led sustainability and corporate impact efforts, government affairs, communications, community and cultural relations, sales and customer engagement in Hawaii and Alaska, as well as the airline’s venture investment arm, Alaska Star Ventures.
Over the past year, she has also served on the board of Hawaiian Airlines. Before joining Alaska, Rakow held senior executive positions at Group Health and Kaiser Permanente. Earlier in her career, she worked in Washington, D.C. as a health policy advisor for the US Senate Finance Committee. Alaska Air Group CEO Minicucci, said:
Rakow Steps In As Hawaiian Nears Single Operating Certificate
Looking ahead, Rakow’s responsibilities will extend beyond day-to-day operations. She will continue to oversee Alaska Air Group’s company-wide sustainability and venture investment strategies while guiding the long-term performance and advancement of the Hawaiian Airlines brand and the group’s broader business in Hawaii.
A major priority will be completing the SOC process with the Federal Aviation Administration (FAA), which will bring Hawaiian fully under Alaska’s operating structure. Alaska first announced its plan to acquire Hawaiian in December 2023, and the $1.9 billion deal closed in September 2024. Since then, teams from both airlines have been working on the integration to create a larger network across the West Coast and Pacific and expand global connectivity through the oneworld Alliance.
Sprague, who has overseen Hawaiian’s operations since the merger closed and through the SOC process, will remain engaged during the transition to support continuity at the airline. He started his career with Alaska more than 25 years ago and has held several executive positions at the airline before becoming president of regional subsidiary Horizon Air in 2019. When the merger with Hawaiian was finalized in 2024, he took on the role of CEO, and, moving forward, he will continue to serve on the Hawaiian Airlines board.
One Year In, Alaska Leverages Hawaiian Merger To Enter Global Markets
Alaska is approaching the first anniversary of its $1.9 billion acquisition of Hawaiian Airlines. The airline saw the merger as a chance to diversify its West Coast presence while establishing a foothold in the long-haul market. Since the deal closed, it has moved quickly to stabilize Hawaiian’s operations, cut unprofitable routes, and redirect capacity toward opportunities where the two networks can deliver stronger performance.
Earlier this year, Alaska launched its first intercontinental service, connecting Seattle-Tacoma International Airport with Tokyo Narita Airport using Hawaiian’s Airbus A330-200. Looking ahead, beginning this fall, it will launch nonstop flights to Seoul Incheon. Additional services to Rome, London Heathrow, and Reykjavík are planned for 2026.
On the fleet side, the group now operates a wider mix of aircraft types, including Hawaiian’s Airbus A330s, A321neos, Boeing 717s, and new Boeing 787s, as well as Alaska’s long-standing Boeing 737 mainline aircraft. Overall, the combined carrier is on track to secure a single operating certificate from the FAA later this fall.
Credit: simpleflying
