Alaska Air Group Announces New Leadership for Hawaiian Airlines

Alaska Air Group Announces Leadership Transition

Alaska Air Group has officially announced a pivotal leadership transition within Hawaiian Airlines, alongside a significant promotion at Alaska Airlines. This strategic shift illustrates the company’s commitment to enhancing operational performance and fostering a strong brand identity.

Diana Birkett Rakow, who has served as the Senior Vice President of Public Affairs and Sustainability at Alaska Airlines, will take on the role of CEO at Hawaiian Airlines, effective October 29. This transition comes as the current CEO, Joe Sprague, prepares to retire after an impressive 25-year career in the aviation industry, which includes his recent tenure at Hawaiian Airlines. Under Sprague’s leadership, Hawaiian Airlines has seen a remarkable transformation, and he leaves behind a legacy of culture and employee engagement at the core of the company’s identity.

Rakow's new role is central to the long-term growth and development of Hawaiian Airlines. Based in Honolulu, Alaska's second-largest hub, she will ensure the brand's performance aligns with the overarching goals of the Alaska Air Group. Ben Minicucci, CEO of Alaska Air Group, expressed confidence in Rakow’s leadership capabilities, emphasizing her dedication to team-building and results-oriented management. He stated, “Diana is a tireless advocate for the Hawaiian Airlines brand, and I believe she will lead with authenticity and vision.”

Throughout her eight-year tenure at Alaska Airlines, Rakow has exemplified impressive leadership, driving initiatives focused on sustainability and corporate social responsibility. Her background includes substantial experience in government relations, community and cultural affairs, and overseeing Alaska Star Ventures, the airline's venture investment arm. Before joining Alaska Airlines, she also had executive roles with Group Health and Kaiser Permanente, and she was a health policy advisor for the U.S. Senate Finance Committee. Academically, Rakow holds a bachelor’s degree in chemistry from Harvard University and two master’s degrees from the University of Washington.

As Hawaiian Airlines continues to build a unified identity within the Alaska Air Group, Rakow will spearhead collaboration efforts to bring both brands closer together. The past year has witnessed strong cooperation between the teams at Alaska Airlines and Hawaiian Airlines, particularly in anticipation of obtaining a single operating certificate (SOC) from the Federal Aviation Administration (FAA) later this fall. The transition to one operating carrier will enhance operational efficiencies and improve customer experience, with plans already in motion for new routes and a redesigned loyalty program named Atmos™ Rewards.

Joe Sprague leaves behind a culture-focused legacy, advocating for deep connections between employees and the communities they serve. In addition to his retirement, he will continue to be engaged with Hawaiian Airlines during this transition period to ensure continuity and support for the teams. He praised Rakow’s abilities, stating, “Diana is the right person to guide Hawaiian Airlines into a new chapter.”

In another significant appointment, Kyle Levine, the current Senior Vice President for Legal and General Counsel at Alaska Air Group, will be elevated to Executive Vice President for Corporate and Public Affairs and Chief Legal Officer. Levine will now oversee public and government affairs, as well as corporate philanthropy and community marketing initiatives in Alaska, while retaining his existing responsibilities regarding legal and compliance matters. Levine has been with Alaska Air Group since 2006 and brings a wealth of knowledge to this new role, having previously led legal functions for notable acquisitions, including Virgin America and Hawaiian Airlines. Minicucci highlighted Levine’s commitment to the company’s values, making him an ideal leader to maintain the group’s connection with local communities and stakeholders.

Alaska Air Group continues to build its reputation as a leader in the aviation sector, offering exceptional service while flying guests to over 140 destinations across North America, Latin America, and beyond. With the anticipated acquisition of European routes starting in spring 2026 and integration of Hawaiian Airlines into the oneworld alliance, Alaska Air Group is poised for significant growth and innovation. For more information on the airline's developments, visit their official websites at alaskaair.com and hawaiianairlines.com.

Together, with these leadership changes, Alaska Air Group aims to enhance its operational strategies and brand value, ultimately ensuring that both Alaska Airlines and Hawaiian Airlines provide passengers with an exceptional travel experience rooted in care and reliability.