Why are they important?

We’ve had to change a lot to stay in business over the past 77 years.

Whereas change in the airline industry used to happen gradually, now it is fast and continuous. Developments that have a direct bearing on our business arise on an almost weekly basis. The ability to manage change with anticipation and adaptation is now a critical success factor in being able to compete in today’s difficult and challenging business environment.

As we come to terms with this new reality, our challenge is to ensure that the hard-earned progress we’ve made over the last couple of years isn’t lost, and that in place of the cycle of ups and downs that have characterized our past we achieve a steady, forward momentum.

Our newly focused Mission, Vision, and Values are designed to help us get there. They acknowledge the need for continuous change in our company while building on the strong and rooted values that have carried us this far. They are both a testament to the qualities that set Hawaiian’s employees apart and a reminder of the focus we must maintain in order to live up to our full potential.

Download our Mission, Vision, and Values poster

MISSION
To grow a profitable airline with a passion for excellence, our customers, our people, and the spirit of Hawaii.

Our new mission statement speaks to the need to be profitable while also touching on the qualities that are essential to improving our financial strength: professionalism, accountability, and the responsibility we bear as the flagship carrier of Hawaii to respect the culture of our islands and the people in our care.

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VISION
To be the #1 destination carrier serving Hawaii.

Being a destination carrier means drawing on our unparalleled knowledge of and dedication to Hawaii in order to satisfy the needs and expectations of Hawaii travelers better than any other carrier can, and offering a Hawaii travel experience from the first point of contact to the last. Being #1 means having the best customer service and operational and financial performance among all our competitors.

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VALUES
Hawaiian’s previous values statement expressed the importance of valuing people through caring, communicating, and being aligned. Our expanded values incorporate these core and vital strengths while adding new emphasis to those qualities that will help take Hawaiian to the next level.

Integrity – communicating clearly, openly, and honestly and being true to our word, our plans, and our procedures
People – serving our customers and one another with warmth, generosity, efficiency, and respect
Achievement – setting and meeting goals
Accountability – taking responsibility for our actions, holding ourselves and each other to our obligations and commitments
Teamwork – being able to count on each other to achieve results
Passion – putting positive energy into everything we do
Change – staying ahead by continuously anticipating and adapting

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Officers of Hawaiian Airlines