Alaska Air Group Appoints Diana Birkett Rakow as Hawaiian CEO

Post by : Meena Rani

Alaska Air Group, one of the leading airlines in the United States, has announced a major leadership change at Hawaiian Airlines. Diana Birkett Rakow will take over as the new Chief Executive Officer (CEO) of Hawaiian Airlines, effective October 29, 2025. She succeeds Joe Sprague, who is retiring after a long and distinguished career in the airline industry. This change marks an important milestone for Hawaiian Airlines as it continues to strengthen its operations and enhance its services to passengers across the Hawaiian Islands.

Diana Birkett Rakow’s Background

Diana Birkett Rakow has spent the past eight years working with Alaska Airlines, the parent company of Hawaiian Airlines. Most recently, she served as the Senior Vice President of Public Affairs and Sustainability at Alaska Airlines. During her time in this role, Rakow was responsible for overseeing community relations, government affairs, and sustainability initiatives. Her experience in public affairs and sustainability will be particularly valuable as Hawaiian Airlines continues to focus on environmental responsibility, community engagement, and sustainable operations.

Rakow’s leadership style has been described as collaborative, inclusive, and forward-thinking. She is known for her ability to bring teams together, encourage innovation, and maintain a strong focus on customer experience. Her work has often centered on connecting the airline to the communities it serves, which aligns perfectly with Hawaiian Airlines’ goal of serving the local population while also catering to tourists visiting the islands.

Responsibilities as CEO

As the CEO of Hawaiian Airlines, Diana Birkett Rakow will have a wide range of responsibilities. She will oversee the airline’s daily operations, ensure smooth flight schedules, manage finances, and develop long-term strategies for growth and sustainability. With over 6,600 employees across the Hawaiian Islands, Rakow will also be responsible for maintaining employee engagement, ensuring staff are well-trained, and creating a safe and supportive work environment.

Additionally, Rakow will report directly to Ben Minicucci, the CEO of Alaska Air Group, and will remain part of the Executive Committee of the company. This ensures that Hawaiian Airlines’ operations remain closely aligned with the parent company’s goals, strategies, and overall vision.

Significance of the Appointment

Rakow’s appointment as CEO is seen as a strategic move by Alaska Air Group to ensure continuity and stability at Hawaiian Airlines. Hawaiian Airlines has been a part of Alaska Air Group since the acquisition in September 2024, and the airline has been undergoing integration processes with the parent company. Having a leader with strong experience in public affairs, sustainability, and corporate management helps ensure that Hawaiian Airlines will continue to grow while maintaining its unique identity and culture.

Her appointment also reflects Alaska Air Group’s commitment to promoting talent from within the organization. Rakow’s rise to CEO demonstrates the company’s focus on recognizing leadership skills, experience, and dedication. It sends a message to employees that growth and advancement are possible through hard work and strong performance.

Joe Sprague’s Retirement

Joe Sprague, who served as CEO of Hawaiian Airlines before Rakow, had a long and notable career in the airline industry. Sprague started his career at Alaska Airlines and Horizon Air, where he gained extensive experience in airline management and operations. He became CEO of Hawaiian Airlines after the company was acquired by Alaska Air Group in 2024.

During his tenure, Sprague played a crucial role in integrating Hawaiian Airlines with Alaska Air Group, including helping the airline obtain a single operating certificate from the Federal Aviation Administration (FAA). This certification allows Hawaiian Airlines and Alaska Airlines to operate as one integrated airline while maintaining their unique brands and service standards. Sprague’s leadership ensured a smooth transition and stability during a time of significant change for the airline.

After his retirement, Sprague will remain on the board of Hawaiian Airlines. His experience and insights will continue to guide the company, providing support and advice to the new leadership team.

Hawaiian Airlines’ Growth and Future Plans

Hawaiian Airlines operates as the largest airline based in Hawaii and serves as a vital link between the islands and the mainland United States, as well as international destinations. The airline’s focus has always been on providing high-quality service, maintaining strong safety standards, and connecting communities across the Hawaiian Islands.

Under Diana Birkett Rakow’s leadership, Hawaiian Airlines plans to continue its growth strategy, improve operational efficiency, and expand sustainability initiatives. This includes reducing carbon emissions, increasing the use of sustainable aviation fuels, and improving the overall environmental impact of the airline. Her expertise in sustainability will be particularly important as the aviation industry faces increasing pressure to reduce its environmental footprint.

Additionally, Rakow will focus on enhancing customer experiences, expanding flight options, and maintaining Hawaiian Airlines’ reputation for excellent service. The airline aims to attract both local travelers and tourists by offering a reliable, comfortable, and enjoyable travel experience.

Community and Employee Focus

A key aspect of Rakow’s leadership will be strengthening the airline’s connection to local communities. Hawaiian Airlines has a long history of supporting local initiatives, cultural events, and environmental programs. Under Rakow, these programs are expected to expand further, reflecting her background in public affairs and community engagement.

For employees, Rakow will focus on creating a supportive and inclusive workplace. Hawaiian Airlines employs a diverse workforce, and maintaining employee satisfaction and engagement is critical to the airline’s success. By fostering a culture of collaboration, recognition, and professional growth, Rakow aims to ensure that Hawaiian Airlines remains a desirable place to work.

The appointment of Diana Birkett Rakow as CEO of Hawaiian Airlines marks an important chapter in the airline’s history. Her extensive experience in public affairs, sustainability, and corporate leadership positions her to guide the airline through its next phase of growth. As Hawaiian Airlines continues to integrate with Alaska Air Group, Rakow’s leadership is expected to strengthen the airline’s operations, improve customer service, and promote sustainable practices.

With Joe Sprague’s retirement, Hawaiian Airlines transitions from one experienced leader to another, ensuring continuity while also bringing fresh perspectives and innovative ideas. Passengers, employees, and communities alike can look forward to a future where Hawaiian Airlines continues to provide excellent service, connect communities, and operate responsibly in the rapidly evolving airline industry.

Alaska Air Group, Hawaiian Airlines, Diana Birkett Rakow, Joe Sprague