Aloha Gen Z! – Hawaiian Airlines catches the attention of America’s youngest adults

Using QuestBrand data, Ad Age released their quarterly Gen Z brand tracker in February. This tracker ranks the top 20 brands by quarter-over-quarter brand equity growth among Gen Z adults (ages 18-28). This quarter, Hawaiian Airline placed 18th, with brand equity that rose +6.2% from Q3 (20.2) to Q4 (26.4) 2024. The greatest gains were seen in momentum (+14.3) and consideration (+9.5).

Brand equity measures the value consumers see in a brand at a particular moment of time. It is an average of four components: brand familiarity, perceived quality, purchase consideration, and perceived momentum. What was Hawaiian Airlines up to in Q4 that captured Gen Z’s attention?

Want to learn more about the hospitality industry? Check out our Travel: Industry Snapshot report for trends and brand rankings.

Hawaiian was often in the headlines as the company merged with Alaskan Airlines. With their union, the two brands allowed customers to match their loyalty rewards status to better take advantage of both airlines’ programs. Hawaiian also announced that it would be boosting its flight offerings – including seasonal flights to New Zealand, and non-stop flights from Seattle to Tokyo and Seoul.

Hawaiian Airlines’ Brand Equity Growth Among Gen Z Adults – Q3 vs Q4 2024

QuestBrand. Base: Gen Z adults. Pre: 7/1/24-9/30/24, n=191. Post: 10/1/24-12/31/24, n=256.

Hawaiian Airlines stepped up their in-flight offerings to make long flights (a little bit) more enjoyable. In October, Hawaiian Airlines announced the completion of free Starlink Wi-Fi installation on their Airbus aircraft for trips between Hawaii and the continental US, Oceania, and Asia. Hawaiian was the first of the major US carriers to introduce Starlink to their fleet.

Beyond flight offerings, Hawaiian Airlines turned heads with an exciting partnership that celebrated the islands’ unique culture. In Q4, Hawaiian Airlines partnered with Disney to launch three Moana-themed aircraft to celebrate the November release of Moana 2. Along with an updated aircraft design, Hawaiian announced a Navigate Your Own Adventure sweepstakes during which five winners are awarded 500,000 HawaiianMiles.

“As modern-day voyagers, we pride ourselves in sharing our host culture and ensuring our guests are immersed in unparalleled comfort and breathtaking discovery as they travel with us across the Pacific Ocean.” – Alisa Onishi, Hawaiian Airlines’ Director of Brand and Culture

Congratulations on a great quarter – we look forward to seeing what is coming next!