Alaska Air Group appoints Diana Rakow as new CEO of Hawaiian Airlines 

Alaska Air Group has appointed Diana Birkett Rakow as its new CEO, taking over from Joe Sprague, who is retiring after a 25-year career with Alaska Airlines, Horizon Air, and Hawaiian Airlines. 

On September 10, 2025, the group announced that Rakow, currently the Senior Vice President of Public Affairs and Sustainability at Alaska Airlines, will become CEO effective October 29, 2025. 

Sprague held various executive roles at the airline before becoming president of the regional subsidiary Horizon Air in 2019. He became CEO of Hawaiian Airlines when the merger with Alaska was finalized in September 2024.  

Sprague will continue to serve on the Hawaiian Airlines board, read a statement announcing the leadership change. 

“It has been an honor to serve Hawaiian Airlines and its incredible team,” said Sprague. “We accomplished a lot together over the past year and, with a single operating certificate imminent, we are at a natural transition point. Diana is the right person to guide Hawaiian Airlines into a new chapter. 

Rakow will be located in Honolulu, which is the second largest hub for the company after Seattle. She will be “responsible for the long-term performance and advancement of the Hawaiian Airlines brand and Alaska Air Group’s business in Hawai’i”, the statement continued. 

Diana Birkett Rakow / Credit: Alaska Air Group“Hawai’i and the Hawaiian Airlines brand are critical to Alaska Air Group’s future and key to our vision,” Minicucci said. “Diana has proven herself over an established career as a leader who builds strong teams, delivers results and cares deeply about people and culture.” 

During her eight years at Alaska, Rakow has led the company’s sustainability and corporate impact efforts, government affairs, communications, community and cultural relations, sales and customer engagement in Hawai’i and Alaska, and the airline’s venture investment arm, Alaska Star Ventures. Over the last year, she has also been a board member of Hawaiian Airlines. 

Sprague, who has led all operations of Hawaiian Airlines from the deal closure to a single operating certificate (SOC), will stay involved during the transition. 

Over the last year, teams from Alaska Airlines and Hawaiian Airlines have collaborated to create and implement a plan to operate as a single mainline carrier under an SOC from the Federal Aviation Administration (FAA). The post Alaska Air Group appoints Diana Rakow as new CEO of Hawaiian Airlines  appeared first on AeroTime.

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