Ohana by Hawaiian
Sub-brand
UnclaimedA now-defunct regional airline brand created by Hawaiian Airlines for interisland passenger and cargo service in Hawaii.
Last updated August 24, 2026
Overview
ʻOhana by Hawaiian was a regional airline brand and subsidiary operation established by Hawaiian Airlines to provide additional interisland connectivity within Hawaii. The service was designed around smaller turboprop aircraft and was intended to complement Hawaiian Airlines' larger interisland fleet, particularly on routes involving smaller airports and communities such as Molokai and Lanai. The operation was not an independently structured airline in the conventional sense. Hawaiian Airlines owned the aircraft used by the service, while Empire Airlines operated the flights under contract. The planned launch was initially targeted for summer 2013, but certification delays involving the Federal Aviation Administration prevented the service from starting on schedule. Hawaiian subsequently announced that ʻOhana would begin flying on March 11, 2014. The brand was integrated into Hawaiian Airlines' wider network rather than positioned as a separate long-haul or international carrier. Its passenger operation initially focused on interisland routes, and the network was expanded in June 2014 to include daily services connecting Kahului on Maui with Molokai, Kona, and Hilo. The operation used ATR 42 turboprop aircraft, which were suited to shorter sectors and airports requiring a smaller regional aircraft. ʻOhana by Hawaiian later expanded into cargo. Hawaiian announced in 2015 that Empire Airlines would operate ATR 72 freighters on interisland routes as part of the ʻOhana service. Cargo operations began in March 2018 after the acquisition of ATR 72-200F aircraft. The cargo network included Honolulu connections with Hilo, Kahului, Kona, and Lihue. The COVID-19 pandemic severely affected the brand. Hawaiian reduced interisland flying as travel demand fell and quarantine measures disrupted movement between the islands. ʻOhana service to and from Kapalua was suspended on March 25, 2020. From November 1, 2020, passenger service to Lanai and Molokai and all interisland cargo operations were paused. The suspension was connected in part to contractual provisions governing the relationship between ʻOhana flying and Hawaiian Airlines' own interisland operations using Boeing 717 and Airbus A321 aircraft. Passenger service to Lanai and Molokai was ultimately discontinued on January 14, 2021, leaving the brand without active passenger operations. On May 27, 2021, Hawaiian Airlines announced that it would discontinue ʻOhana by Hawaiian. The company cited the pandemic, quarantine-related damage to interisland travel, and the resulting deterioration in the operation's viability. The ATR aircraft were to be moved to the mainland and prepared for sale, while employees working under Hawaiian Airlines were to be reassigned elsewhere. ʻOhana by Hawaiian therefore remains a historical regional brand rather than an active airline.
History
ʻOhana by Hawaiian was conceived as a regional operating brand of Hawaiian Airlines for shorter interisland routes in Hawaii. The concept relied on ATR turboprop aircraft owned by Hawaiian Airlines and flight operations performed under contract by Empire Airlines. This structure enabled Hawaiian to offer a smaller-aircraft service without presenting ʻOhana as a fully independent network carrier. The brand was intended to improve links to smaller island communities, with initial plans centered on Molokai and Lanai. The original target was a summer 2013 launch, but the service was delayed because the Federal Aviation Administration had not completed certification of the operation. Hawaiian later announced a March 11, 2014 start date, and ʻOhana entered service using ATR 42 aircraft. It operated as part of the Hawaiian Airlines network, with passengers and schedules integrated into the parent carrier's broader interisland system. In June 2014, the network expanded from Kahului on Maui. Announced daily routes connected Kahului with Molokai, Kona on Hawaii Island, and Hilo. These services reflected the brand's regional role: it was designed to serve interisland demand with aircraft smaller than the Boeing 717 and Airbus A321 aircraft used by Hawaiian Airlines on many of its own routes. The brand subsequently added an air-cargo component. In July 2015, Hawaiian announced that Empire Airlines would operate ATR 72 freighters for interisland cargo service under the ʻOhana name. The freighter operation did not begin immediately; it started in March 2018 after ATR 72-200F aircraft had been acquired. Cargo flights connected Honolulu with Hilo, Kahului, Kona, and Lihue. The COVID-19 pandemic brought a sharp contraction in ʻOhana's activities. Hawaiian suspended service to and from Kapalua on March 25, 2020, during an initial round of interisland schedule reductions. From November 1, 2020, the brand paused passenger flights to Lanai and Molokai and suspended all interisland cargo service. The operating arrangement was also affected by contractual provisions concerning when ʻOhana flights could operate in relation to Hawaiian's own interisland services, particularly during periods when the parent airline substantially reduced flights with its larger aircraft. Passenger service to Lanai and Molokai was discontinued on January 14, 2021, effectively ending active operations. On May 27, 2021, Hawaiian Airlines announced that it would permanently discontinue ʻOhana by Hawaiian. The company attributed the decision to the pandemic and quarantine measures, which had materially damaged interisland travel and made the regional operation economically impractical. The ATR fleet was to be moved to the mainland and prepared for sale, and employees working under Hawaiian Airlines were to be reassigned. The brand is consequently defunct, with its significance lying in its role as a short-lived, integrated regional and cargo operation within Hawaiian Airlines' interisland network.
- 2021
Brand discontinued
[1]Hawaiian Airlines announced on May 27 that it would discontinue ʻOhana by Hawaiian and prepare its ATR fleet for sale.
- 2020
Pandemic-related reductions
[1]ʻOhana suspended Kapalua service in March and paused Lanai, Molokai, and all interisland cargo operations from November.
- 2018
Interisland freighter service begins
[1]Empire Airlines began operating ATR 72 freighters for ʻOhana interisland cargo service after the aircraft had been acquired.
- 2014
Scheduled passenger operations begin
[1]Hawaiian announced that ʻOhana would begin service on March 11 using ATR 42 turboprop aircraft operated by Empire Airlines.
- 2014
Maui network expansion
[1]The brand announced daily flights from Kahului to Molokai, Kona, and Hilo.
- 2013
Planned launch delayed
[1]The planned summer introduction of ʻOhana by Hawaiian was postponed because the Federal Aviation Administration had not completed certification of the operation.
Products and positioning
A smaller-aircraft regional extension of Hawaiian Airlines focused on interisland connectivity, including communities and routes that could be served more efficiently with ATR turboprops than with the parent carrier's larger aircraft.
Regional passenger airline · 2014
ʻOhana by Hawaiian passenger service
The passenger operation provided short-haul interisland flights within Hawaii under the Hawaiian Airlines network. It used ATR 42 turboprops operated by Empire Airlines and was particularly associated with service to smaller communities, including Lanai and Molokai. The network also included Maui-based links from Kahului to Molokai, Kona, and Hilo before pandemic-related suspensions and the eventual closure of the brand.
Regional air cargo · 2018
ʻOhana by Hawaiian cargo service
The cargo operation used ATR 72-200F freighter aircraft operated by Empire Airlines. It was announced in 2015 and entered service in March 2018, connecting Honolulu with Hilo, Kahului, Kona, and Lihue. The cargo service was later paused during the COVID-19 pandemic and was not restored before Hawaiian Airlines ended the ʻOhana brand.
Brand decisions
2021
Discontinue ʻOhana by HawaiianStrategyBackground
Hawaiian Airlines determined that the pandemic's impact on interisland travel and quarantine-related disruption had made the regional operation no longer viable.
Action taken
On May 27, Hawaiian announced that it would end the ʻOhana brand and service, move the ATR aircraft to the mainland for preparation for sale, and reassign employees working under Hawaiian Airlines.
Aftermath
ʻOhana by Hawaiian became a defunct brand and its regional passenger and cargo operations ended.
2020
Suspend substantial regional operationsStrategyBackground
COVID-19, quarantine measures, and reduced interisland demand sharply weakened the operating environment for regional aviation in Hawaii.
Action taken
The brand suspended Kapalua service in March, then paused Lanai and Molokai passenger flights and all interisland cargo operations from November.
Aftermath
Passenger service to Lanai and Molokai was discontinued in January 2021, effectively leaving the brand without active operations.
2015
Add interisland freighter operationsStrategyBackground
Hawaiian Airlines sought to extend the ʻOhana concept beyond passenger flying and use smaller turboprop aircraft for cargo links between Hawaii's principal islands.
Action taken
Hawaiian announced that Empire Airlines would operate ATR 72 freighters under the ʻOhana by Hawaiian service.
Aftermath
The freighter operation began in March 2018 after ATR 72-200F aircraft were acquired, but cargo flights were later suspended during the pandemic.
Recent events
- 2021
Hawaiian Airlines discontinues ʻOhana by Hawaiian[1]
Other
Hawaiian announced on May 27 that the ʻOhana brand and its service would be discontinued after pandemic-related reductions and quarantine impacts made the operation no longer viable.
- 2020
ʻOhana suspends Kapalua service during the pandemic[1]
Other
Passenger operations to and from Kapalua were suspended on March 25 as Hawaiian Airlines reduced interisland flying during the COVID-19 crisis.
- 2020
ʻOhana pauses Lanai, Molokai, and cargo operations[1]
Other
Beginning November 1, passenger service to Lanai and Molokai and all interisland cargo flights were paused amid depressed demand and operating restrictions.
- 2015
Empire Airlines selected for ʻOhana cargo operations[1]
Other
Hawaiian announced that Empire Airlines would operate ATR 72 freighters on interisland routes under the ʻOhana by Hawaiian service.
- 2014
ʻOhana by Hawaiian begins scheduled service[1]
Product launch
Hawaiian announced that the regional service would commence on March 11, following the earlier certification-related delay.
- 2014
ʻOhana expands its interisland network from Maui[1]
Product launch
The brand announced daily service from Kahului to Molokai, Kona, and Hilo, broadening its role in Hawaii's interisland transportation network.
- 2013
ʻOhana by Hawaiian launch delayed by certification issues[1]
Regulation
The planned summer launch of Hawaiian Airlines' regional ʻOhana operation did not take place because the Federal Aviation Administration had not completed certification of the operation.
Sources1 sources
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