Diana Rakow Takes the Helm as CEO of Hawaiian Airlines at Alaska Air Group
Alaska Air Group has appointed Diana Birkett Rakow as the new CEO, succeeding Joe Sprague, who is retiring after a distinguished 25-year tenure with the company. This change was announced on September 10, 2025, and Rakow, previously the Senior Vice President of Public Affairs and Sustainability at Alaska Airlines, will officially assume her role on October 29, 2025.
Joe Sprague had held several executive positions at the airline, including president of the regional subsidiary, Horizon Air, which he took over in 2019. He later became CEO of Hawaiian Airlines when the merger with Alaska Airlines was finalized in September 2024. Following his retirement, Sprague will remain involved by serving on the Hawaiian Airlines board.
In his statement regarding the leadership transition, Sprague expressed his gratitude for the opportunity to lead Hawaiian Airlines. He emphasized the achievements made over the past year and positioned the change as a natural progression, stating, “Diana is the right person to guide Hawaiian Airlines into a new chapter.”
Diana Rakow will be based in Honolulu, which ranks as the second largest hub for Alaska Air Group after Seattle. Her responsibilities will encompass the long-term performance and growth of the Hawaiian Airlines brand, as well as the broader business interests of Alaska Air Group in Hawai’i. According to Minicucci, “Hawai’i and the Hawaiian Airlines brand are critical to Alaska Air Group’s future and key to our vision.”
Rakow has built a solid reputation over her eight years at Alaska Airlines. She has spearheaded the company’s sustainability initiatives, corporate impact efforts, government relations, and community engagement. Moreover, she has actively contributed to the airline’s venture investment initiative, Alaska Star Ventures, and has served as a board member for Hawaiian Airlines in the past year.
During this transitional phase, Sprague will continue to play a role as the two airlines work collaboratively towards operating as a single mainline carrier under a single operating certificate (SOC) from the FAA.
As this new chapter unfolds for Alaska Air Group and Hawaiian Airlines, what are your thoughts on the leadership transition?
