HAWAIIAN Airlines is a longestablishedniche player. Theeleventh largest commercialpassenger airline in the USA, it isa destination carrier: it exists tobring tourists into Hawai’i and caterfor the travel needs of residents ofthe pelagic State. Niches have theirproblems, especially in a commoditymarket such as aviation: too attractiveand competitors encroach. Inthe post-pandemic leisure-orientedrecovery, Hawaiian Airlines is facingintensified competition. But it mayhave found a way to diversify whilesticking to its roots.
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