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’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.
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