Hawaiian Airlines Goes Back to GDS, Sees $37M Revenue Boost

Alaska Air Group has announced that its decision to restore full Hawaiian Airlines content to global distribution systems (GDSs) and eliminate the GDS booking surcharge has produced positive results.

After acquiring Hawaiian Airlines in late 2024, Alaska implemented a distribution strategy shift in spring 2025. The company reinstated Hawaiian Airlines’ full content across major GDS platforms and ended the $7 surcharge previously applied to GDS-originated bookings as of May 2025.

For roughly three years prior, Hawaiian Airlines had limited the availability of its interisland flights in traditional GDS channels, offering most inventory only through direct channels or New Distribution Capability (NDC). This approach reduced access for travel agencies and constrained the carrier’s visibility in the broader travel ecosystem.

According to Alaska Air Group’s Chief Commercial Officer Andrew Harrison, the decision to fully reintegrate Hawaiian’s content yielded immediate benefits. From May to July 2025, bookings through the Sabre GDS increased by 38 percent, translating into approximately $37 million in additional revenue from Sabre-generated sales alone.

By restoring full GDS access, Hawaiian regained exposure to key agency partners and corporate customers, aligning its distribution strategy more closely with Alaska Airlines’ broader, multi-channel retailing approach.

Photo by Structural Photography on Unsplash