In late 2024, Alaska Air Group acquired Hawaiian Airlines, and announced plans to turn Seattle-Tacoma into a global hub, launching a dozen long haul routes by 2030. Along those lines, it’s an exciting day for the airline group, as the first of these routes has just been launched.
Continue reading: Alaska & Hawaiian Launch Seattle To Tokyo Narita Flights
Share your questions, experiences, and thoughts below.
There's some humor in "Alaska" and "Hawaiian" combining to launch routes between Seattle and Japan
Ben: NRT is very much a slot controlled airport. I think what you mean is NRT is "not a slot congested airport."
Available almost every day at the "standard" rate of 150k one-way. The "lower" price (which, at 95k, is obscene for a 2-2-2 product in 2025) is available much less frequently.
Despite the Kool-Aid drunk in Seattle, Hawaiian Airlines is a better name for widebodies than Alaska, except in Seattle. All A330 and 787 flights should be Hawaiian.
I get it that the Virgin America name was expensive but Alaska should not pick their weaker name again, particularly since the Hawaiian name is free.
In other words, Alaska is a big name in Seattle but nowhere else in the world. Hawaiian is better. Maybe put Chester on the tail but keep the Hawaiian name
The performance outlook doesn't seem great, I looked at the inaugural data and it's quite below average on the US to Tokyo side, and the Tokyo to US side is abyssmal.
It might do nominally better than HNL-NRT, but I don't think it's doing very well.
It has a below average business class cabin both in terms of size and product, and they're not even close to filling it up.
@ yoloswag420 -- Yeah, I think there are definitely going to be some growing pains, and maybe it'll be harder at first than expected. The branding is confusing to people, the hard product is subpar for now, and it also takes time to build up awareness and market share. I think the airline will succeed eventually (Alaska is such a strong brand in Seattle, and has huge connectivity and great geography for transpacific flying), but I think Alaska Air Group needs to expedite its A330 refresh program, if that's happening, or put 787s on these routes (along with Wi-Fi).
Interesting that they hinted 12 long haul flights. The first one launched on May 12th, and the second on Sep 12th.
Maybe because of this: https://en.wikipedia.org/wiki/12s
I get that Alaska is a strong brand in Seattle, but would Seattleites choose AS over NH or JL on that route? Connecting passengers from other West Coast cities generally have even more options to get to TYO.
The branding I think is going to confuse a lot of people. Not trying to be pessimistic but I think Alaska is being overly optimistic with Seattle being this huge long haul powerhouse hub. I think they will be able to grow it of course, but I’m not sure a huge amount of demand is actually there for them and most will still fly other carriers with a more established product and international brand. Hawaiian brand flying out of Seattle but to Japan just seems off to me
Can't speak to the brand itself but Hawaii is a much more popular destination vacation from Japan than Alaska so there's gotta some recognition there
@Tony yes - because of the loyalty system. One could credit JAL to AS, but at a lower rate in most cases. If AS retrofits the A330s or swaps to 787, they will also have a better hard product than what is on JL/NH SEA 787 flights.
NH edge is they fly SEA-HND, but loyal AS flyers won't be able to earn miles/status they want, get OW benefits, or use the future AS flagship Lounge at SEA.
Alaska has publicly stated that they will use the 787’s for long haul flying out of Seattle.
Not seeing any JAL availability SEA-NRT on the Alaska website. Used to see, at least, occasionally, JAL Biz SEA-NRT for 60k AK Air Miles. Are these now gone for good?
I still see JAL flights every once in a while (usually NRT-SEA, rather than SEA-NRT), but it mostly seems to be dead.
Alaska isn't blocking JL, there's plenty of other JL routes they're offering. It was trivial to find SAN-NRT and YVR-NRT awards in business class.
Will be on this in 2 weeks, booked with 95k AS miles. Not looking forward to it too much. Hoping (i.e. praying) that something on ANA/JAL will open up on a short notice. Also, the JPY/USD exchange rate is welcome to continue to develop as it did today...:-)
AS is most likely worried about competing against DL (which has a SEA hub), not Japanese carriers (especially if AS joins the TPAC JV with JL and AA, they'll be able to rightsize capacity all along the West Coast).
How exactly is "Fly Hawaiian from London or Tokyo to Seattle" going to make any sense to someone from the UK or Japan?
I thought SEA and HND/NRT are Tim's trigger words.
Maybe spending time with shrink Matthew is making him better.
250k-330k Business Class at the end of the calendar, NRT-SEA. Not very reassuring that no Saver space exists.
But don't forget to put a lei around Chester's parka & a plumeria blossom in his ear ( or rear, lol ) !!
Ditto .... Would that be, in fact, a new numbered 'Freedom of the Air' ? ... lol
Live posting from the inaugural flight - it was very festive but the service is still not what I expect from a premium route. Hawaiian has cut back its premium meal service since Covid and most items have not returned. The main lunch service was served in two courses - starter and main course came at the same time, and followed by a very cheesy dessert trolley and a choice of cheese/fruit plate or cake. The meal was too small for a premium product. The service was excellent as usual and it was cool to get those Hawaiian touches like macadamia nuts and Mai Tai, but I personally will not pay any money for this product.
Ben, CEO of Alaska, told everyone that Europe service will begin second quarter of 2026, and I presume that it depends on how our "economy" will be and if any tourists still want to come. For me, Ben said that an "amazing international service" will introduce soon and I presume the new cabin service will be introduced before the launch of the Seoul Incheon flight.
I used my Platinum upgrades for the upgrade to business class, so I am fine with the product but without a major fare discount or mileage plan campaign, I don't know I will fly this new service anytime soon. I am surprised that Alaska and Hawaiian do not introduce a mileage campaign. Alaska has a LONG way to go.
About crews, they work a Hawaii-Seattle (one night)-Tokyo (one night)-Seattle (one night) - Hawaii pattern for now. They dead-headed three crews for this flight and I presume Hawaiian may have to staff these flights with a few extra crews for the new service.
However, cabin service and the Starlink Wi-Fi are the strongest aspect of the flight, and the rest is definitely a work in progress. I can't imagine any Asian passengers are okay with this current service.
Lucky... email me if you want photos from my current trip to share with your readers....
We're taking a Japan trip later in November and I've been scouring all the available flights. Comparing pricing and itineraries for business class. I looked at the new Alaska/Hawaiian flights and though they were interesting, they were priced THOUSANDS of $$$ more than the flights we finally chose, on Air Canada. Alaska/Hawaiian, Delta, American, United were so overpriced, even Google Flights had them flagged as "more expensive than usual". We don't chase airline points, we fly what seems best for each trip.
Congrats to Ben, destroying Hawaiian bit by bit
There's some humor in "Alaska" and "Hawaiian" combining to launch routes between Seattle and Japan
Ben: NRT is very much a slot controlled airport. I think what you mean is NRT is "not a slot congested airport."
What’s the award availability situation?
Available almost every day at the "standard" rate of 150k one-way. The "lower" price (which, at 95k, is obscene for a 2-2-2 product in 2025) is available much less frequently.
Despite the Kool-Aid drunk in Seattle, Hawaiian Airlines is a better name for widebodies than Alaska, except in Seattle. All A330 and 787 flights should be Hawaiian.
I get it that the Virgin America name was expensive but Alaska should not pick their weaker name again, particularly since the Hawaiian name is free.
In other words, Alaska is a big name in Seattle but nowhere else in the world. Hawaiian is better. Maybe put Chester on the tail but keep the Hawaiian name
The performance outlook doesn't seem great, I looked at the inaugural data and it's quite below average on the US to Tokyo side, and the Tokyo to US side is abyssmal.
It might do nominally better than HNL-NRT, but I don't think it's doing very well.
It has a below average business class cabin both in terms of size and product, and they're not even close to filling it up.
@ yoloswag420 -- Yeah, I think there are definitely going to be some growing pains, and maybe it'll be harder at first than expected. The branding is confusing to people, the hard product is subpar for now, and it also takes time to build up awareness and market share. I think the airline will succeed eventually (Alaska is such a strong brand in Seattle, and has huge connectivity and great geography for transpacific flying), but I think Alaska Air Group needs to expedite its A330 refresh program, if that's happening, or put 787s on these routes (along with Wi-Fi).
I get that Alaska is a strong brand in Seattle, but would Seattleites choose AS over NH or JL on that route? Connecting passengers from other West Coast cities generally have even more options to get to TYO.
@Tony yes - because of the loyalty system. One could credit JAL to AS, but at a lower rate in most cases. If AS retrofits the A330s or swaps to 787, they will also have a better hard product than what is on JL/NH SEA 787 flights.
NH edge is they fly SEA-HND, but loyal AS flyers won't be able to earn miles/status they want, get OW benefits, or use the future AS flagship Lounge at SEA.
Alaska has publicly stated that they will use the 787’s for long haul flying out of Seattle.
Interesting that they hinted 12 long haul flights. The first one launched on May 12th, and the second on Sep 12th.
Maybe because of this: https://en.wikipedia.org/wiki/12s
The branding I think is going to confuse a lot of people. Not trying to be pessimistic but I think Alaska is being overly optimistic with Seattle being this huge long haul powerhouse hub. I think they will be able to grow it of course, but I’m not sure a huge amount of demand is actually there for them and most will still fly other carriers with a more established product and international brand. Hawaiian brand flying out of Seattle but to Japan just seems off to me
Can't speak to the brand itself but Hawaii is a much more popular destination vacation from Japan than Alaska so there's gotta some recognition there
Not seeing any JAL availability SEA-NRT on the Alaska website. Used to see, at least, occasionally, JAL Biz SEA-NRT for 60k AK Air Miles. Are these now gone for good?
I still see JAL flights every once in a while (usually NRT-SEA, rather than SEA-NRT), but it mostly seems to be dead.