From reworking West Coast hubs to aiming for true global status, Alaska Airlines is in the midst of major change. Since acquiring Hawaiian Airlines just over a year ago, the Seattle-based carrier has launched a combined Atmos Rewards loyalty program, introduced a premium cobranded credit card, begun Asia service from Seattle-Tacoma International Airport (SEA) and merged substantial parts of its operation with Hawaiian’s.
New long-haul routes and equipment are coming in 2026: nonstop service to London, Rome and Iceland will start, and Alaska will begin flying twin-aisle Boeing 787 Dreamliners in a new global livery.
Why Portland and San Diego?
Alaska’s recent route changes — adding 13 new routes and trimming seven from other West Coast markets — show a clear bet on Portland (PDX) and San Diego (SAN). Cirium data projects Alaska’s departures from SAN will rise about 50% in early 2026 versus 2025, while departures from PDX will climb roughly 14%.
Portland is being developed as a true connecting hub. Alaska’s network planning team says PDX now offers many more useful one-stop itineraries, creating new “connect-the-dots” options that strengthen the airline’s route map.
San Diego’s growth is driven in part by loyalty-program engagement. Atmos Rewards uptake and strong returns on cobranded credit card sign-ups there indicate local brand strength and justify adding capacity. As Alaska expands in these markets, demand has responded favorably.
Not just a West Coast carrier
Alaska is increasingly positioning itself as a national and international player. With the ability to fly passengers from U.S. cities east of the Rockies — like Raleigh, Tampa and Pittsburgh — to Japan or South Korea in a single Alaska-operated connection, the airline’s appeal now reaches far beyond its traditional West Coast base.
Atmos Rewards and favorable award pricing, including redemptions on partners such as American, have helped Alaska attract travelers who previously wouldn’t have considered the carrier, boosting its national relevance.
Seattle rivalry and defending home turf
Alaska’s international push has renewed competitive dynamics at SEA with Delta Air Lines. After Alaska announced its Rome route, Delta responded with its own European expansion from Seattle, including Rome service. Alaska expects this competitive back-and-forth and views its expanded international portfolio as an opportunity to reclaim customers who once chose Delta because Alaska lacked long-haul options.
Hawaiian integration and brand plans
Hawaiian Airlines remains a distinct brand under Alaska Air Group, but integration plans are notable. Hawaiian’s Boeing 787 Dreamliners — both new and yet to be delivered — will enter service in 2026 bearing Alaska’s new global livery. Hawaiian currently operates Alaska Air Group’s Asia routes from Seattle; over time those flights will transition to Alaska branding.
Hawaiian’s Airbus A330s will continue serving longer-haul routes but will receive cabin upgrades, including premium economy, in the coming years. Alaska Air Group expects most flying to and from Hawaii to operate under the Hawaiian brand and livery, including decisions about whether Hawaiian-branded 737s will be part of the mix; the company is assessing which subfleets to paint for the right operational fit.
Using Honolulu as a connecting point
Rather than immediately launching new international Hawaiian routes, the near-term focus is integrating networks so travelers can use Honolulu as a connection hub to reach Australia, New Zealand and parts of Asia. Alaska believes routing passengers through Daniel K. Inouye International Airport (HNL) can be more direct for some transpacific itineraries than routing through West Coast gateways like Los Angeles.
Outlook
Alaska’s strategy combines loyalty growth, selective hub investment and fleet branding moves tied to the Hawaiian merger. Expanding PDX as a connecting hub and scaling SAN for revenue from loyalty and credit cards are central to near-term growth, while broader international ambitions aim to make Alaska a more nationally and globally relevant carrier. Competition at SEA is likely to stay intense as Delta and others respond, but Alaska expects its broader international network and integrated Alaska–Hawaiian operations to help it win back market share.
