A memo circulated internally at Hawaiian Airlines sparked significant backlash online after it was understood to say that the airline would remove Hawaiian language from its manuals in the name of inclusivity. The wording was purportedly wrong and the airline quickly corrected it, but the controversy has exposed deeper anxieties about Hawaiian’s identity under Alaska Air Group ownership.
Hawaiian Airlines Faces Criticism Over “Misworded Memo” About Native Language
A memo that appeared to suggest Hawaiian words might be dropped from company policy documents ignited criticism from employees, community members, and local commentators who saw it as a symbolic erasure of the native language and culture of Hawai‘i. Within hours, the airline acknowledged the memo was incorrect and issued clarification.
Hawaiian’s leadership says that while some internal policy names have changed during a handbook update, the Hawaiian language remains part of the airline’s brand promise and values, including words like Mālama, Hoʻokipa, and Poʻokela that reflect hospitality and service. Hawaiian Airlines Community and Cultural Relations Director Debbie Nakanelua-Richards explained, “Oftentimes when you see things at face value, you don’t see the totality of where a statement came from or where a comment came from. Don’t lose sight of us holding onto who we are as Hawaiian Airlines. Our leadership is committed to that.”
The original memo was part of a broader update to Hawaiian’s internal documents in connection with the ongoing integration of operations with Alaska Airlines. Some employees interpreted its language as suggesting an effort to remove Hawaiian words entirely in favor of a more “inclusive” English-only policy. That interpretation sparked immediate outcry on social platforms like Reddit and private company channels.
The airline’s corrected statement clarified that the update did not eliminate Hawaiian language elements from policy documents or corporate values. Instead, it reiterated that Hawaiian words continue to be integrated into how the airline defines its core service principles and connection to the islands.
“While some policy names have changed, the document retains Hawaiian language as part of our Hawaiian Airlines brand promise to connect people with aloha through Mālama, Hoʻokipa, and Poʻokela.”
A Very Sensitive Issue For Hawaiian Airlines
Hawaiian Airlines has long been more than just a brand name to many people in Hawai‘i. The language, the imagery, and even the spirit of aloha have helped define the airline’s identity since its founding in 1929. Hawaiian was one of the few carriers in the U.S. that actively promoted native language and culture as part of its onboard and community experience, including bilingual signage and efforts to preserve ‘ōlelo Hawai‘i within its workforce and guest interactions.
When Alaska Air Group acquired Hawaiian Airlines in 2024, many travelers and employees cautiously welcomed the expanded network and financial stability. However, the transition has also seen symbolic moments that underscore the tension between growth and heritage, most notably the retirement of Hawaiian’s iconic HA flight code and the integration of operations under a single Alaska certificate.
For Native Hawaiian language advocates and many community members, the idea of removing or diminishing the Hawaiian language in official documents, even if unintentional, touches on a much deeper cultural concern. Hawaiian is one of the official languages of the state, and its resurgence and use in public life remain a point of pride; removing visible traces within a high-profile brand like Hawaiian Airlines would be seen as erasure rather than inclusivity.
The airline’s corrected messaging stresses that the Hawaiian language is still part of how it communicates its values and connects with its community. However, critics say the incident highlights how sensitive the broader issue of brand identity and cultural preservation has become in the context of the Alaska Airlines integration.
Hawaiian Airlines leadership appears to recognize the need to balance operational integration with cultural respect, but this tempest in a teapot (because there was no actual policy change) serves as a reminder that even well-intended policy updates can be read very differently and misinterpreted.
CONCLUSION
What began as a purportedly misworded internal memo ended up sparking a much larger conversation about heritage, language, and identity. Hawaiian Airlines has quickly walked back the language that triggered the backlash, but it is fair to ask how you honor the cultural roots of an airline that was once deeply woven into the fabric of its home state when it becomes part of a larger corporation.
For many observers, the answer to that question will define how faithfully the airline’s name and legacy continue to reflect the culture it was founded to serve. On the other hand, the reality of being part of Alaska Airlines means that the vast majority of co-workers do not know the Hawaiian language. Is this a case of inclusivity for me and not for thee?
image: Hawaiian Airlines
So, basically, the equivalent of an angry, old, bigot yelling: “THIS IS AMERICA! SPEAK ENGLISH!” *facepalm*
There’ll be ample corporate-speak along the lines of: “Leadership remains committed to the airline’s Native Hawaiian roots despite the integration process…” but, in reality, they are 100% “los(ing) sight of us holding onto who (they) are.”
But, then again, they did literally merge, and rename to just Alaska, so…
Leaving the cultural aspect out of it and looking simply at semantics, I don’t understand how anyone with a modicum of intelligence would understand that *removing* a language’s unique – and often not-translatable – words to solely be in English is more inclusive.
Adding the cultural aspect back in, the fact that Hawaiian uses terms that are uniquely Hawaiian and have a deeper meaning within the Hawaiian culture is, for me, what made Hawaiian fun to fly. “Ohana” means more than just familial blood relations. Though I also understand the need to align the two airlines moving forward. Puts HA’s leadership is an odd position regarding the merger and maintaining HA’s special place in the commercial aviation market. I can see the same with Air New Zealand if they merged with, say, QF.
Does this mean passengers can no longer order poke on Hawaiian Airlines because “poke” is considered a traditional Hawaiian dish with roots in Polynesian culture? Hawaiian Airlines now wants to ban the use of the Native language because it might not be inclusive.
I like to hear that language differents
It seems to me that hearing the Hawaiian language onboard is a great thing…having it printed in a company-wide (Alaska Air) employee handbook is probably much less useful when everyone speaks English and few speak Hawaiian.
Alaska airlines will eventually screw it up. Already they eliminated the”Hawaiian Air” radio call sign in all of their radio communications, and replace it with Alaska in their communications. Not all that important to the average Joe or Josephine, but it’s sad to hear the call sign disappear from the airwaves that I listen to. Buy an airline and squash the culture out of it.
is that a joke? oh…w̶h̶i̶t̶e̶ right…let’s use English for inclusivity.
I’m really glad they did this. I can’t believe I used to be subjected to Hawaiian words and culture on my trips to Hawaii. I mean, can you imagine?
Unfortunately, Hawaiian Airlines will also lose its “Hawaiian Uniforms” as well. It’s a business to make money and once a combine contract and one seniority list, F/A will be able to fly both domestic and international flights. SO, if a crew goes illegal flight from SEA to FCO, and the only crew with Hawaiian Uniforms to fly to FCO…..I think NOT. So we will probably see a Hawaiian apron with Alaska uniforms.
I swear you said the same thing across 800 paragraphs, but didn’t bother to share any example of the confusion.
Because I don’t have any examples. I posted the memo…you can read it yourself.
The only language allowed soon will be Newspeak. The author of this blog will call it double plus good
this is another sad example of a company taking a knee to the
white nationalist movement sweeping the Right.
Literally one of the least intelligent comments in the internet
Hawaiian airlines is an awesome airlines. They have a lounge in Terminal 1 that is reserved only for Hawaii residents. If you are not residing in Hawaii, you are not allowed to use it. This is great so we don’t have to mingle with malihini.