Airline company Hawaii Airlines set to undergo a brand name change
Hawaiian Airlines Appoints Diana Birkett Rakow as New CEO
In a significant move, Hawaiian Airlines has announced Diana Birkett Rakow as its new Chief Executive Officer (CEO), effective October 29, 2025. Birkett Rakow will succeed Joe Sprague, who is retiring after leading Hawaiian Airlines through a historic acquisition by Alaska Air Group in September 2024.
Joe Sprague, who has been with Alaska Airlines for 25 years, took the helm at Hawaiian Airlines following the acquisition. He will remain a member of the board and a part of the executive committee of the company after his retirement.
Diana Birkett Rakow, currently serving as Senior Vice President for Public Relations and Sustainability at Alaska Airlines, will be based in Honolulu, the second-largest hub of the company after Seattle. She has been instrumental in overseeing sustainability and investments at Alaska Airlines, and her role in the successful merger of Hawaiian Airlines with Alaska Air Group has been commendable.
Birkett Rakow's appointment comes after a distinguished career in the aviation industry. She has visited nearly 70 countries and published several books with the Geramond Verlag, including "The Big Book of Airlines," "The Joy of Flying," and "Thai Airways - From Small Domestic Flight Service to Member of the Star Alliance."
Before joining Alaska Airlines eight years ago, Birkett Rakow honed her journalistic skills, primarily covering airlines, airports, and travel stories. She learned the trade from the ground up after studying to be a teacher (sports, German).
Ben Minicucci, CEO of Alaska Air Group, praised Birkett Rakow, stating that she has proven herself as a leader, built strong teams, delivered results, and cared deeply about people and culture. He expressed confidence that she will lead Hawaiian Airlines to new heights.
The company currently employs over 6,600 people on the Pacific atoll. With Birkett Rakow at the helm, she will be responsible for the performance and long-term development of the Hawaiian Airlines brand and the business of Alaska Air Group in Hawaii.
As Birkett Rakow transitions from the parent company to Honolulu to assume her new role, Joe Sprague is set to retire on October 29, marking the end of an era and the beginning of a new one for Hawaiian Airlines.
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