Rascasse Audience Intelligence

Hawaiian Airlines Target Market in United States

Hawaiian Airlines has an estimated audience of 5.9M people in United States.

#11among Airline in United States#645among brands in United States#493in Travel & Leisure

The average Hawaiian Airlines fan in United States is 44.3 years old, balanced, and lives primarily in Hawaii.

By number of fans, Hawaiian Airlines ranks #11 among the 258 objects in Airline in United States — 6.6× the group median.

Its fans are 4.0 years older than the group average of 40.3.

Women make up 54.4% of the fan base, 3.1 percentage points more than the group average.

Compared with the other 257 objects in Airline, Hawaiian Airlines fans stand out for their interest in Canadian dollar, Hilton Hawaiian Village and Hawaii News Now.

Most fans live in Hawaii, California, Washington.

Top affinities include Canadian dollar, Hilton Hawaiian Village, Hawaii News Now, with strongest over-indexing on Canadian dollar (22.07× the country average).

Demographically, the Hawaiian Airlines audience skews balanced with an average age of 44.3, and over-indexes on personality traits such as Travelling, Quality Awareness.

The typical Hawaiian Airlines fan in United States is balanced, around 44.3 years old, with strong Travelling tendencies and a notable affinity for Canadian dollar.

Category: Travel & Leisure · Type: Brand · Subtype: Airline

Data status: Q3/2026 · Source & method

Section 01

At a glance

Audience size
5.9M
in United States
Gender
54.4%♀
45.6% male
Age
44.3
average years
Country rank
#5865
among all objects in United States
Fig. 01

Search interest · 12-month trend

-46%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Solution
Section 02

Customer demographics of Hawaiian Airlines

54.4% are female, 45.6% are male, average age 44.3.

Fig. 02

Gender split

54.4%
Female
45.6%
Male
Demographic split for Hawaiian Airlines audience in United States
MetricValue
Female54.4%
Male45.6%
Average age44.3
Estimated audience size5.9M
Fig. 03

Age distribution

Ø 44.3
average years
Age distribution of the Hawaiian Airlines audience in United States
Age bracketShare%
16-2413%
25-3414%
35-4418%
45-5424%
55+31%
Fig. 04

Worldwide distribution

73.9%

of the worldwide Hawaiian Airlines audience comes from United States.

Worldwide audience distribution share by country for Hawaiian Airlines
CountryShare
United States73.9%
Japan7.5%
Australia3.1%
Section 03
Affinity (×) = how much more likely a member of this audience is to live in a region than the United States average. Example: 2.0× means twice as concentrated as the national baseline.

Geography

Fig. 05

Top regions by affinity

Hawaiian Airlines customers by region in United States
#RegionReachAffinity×
01Hawaii~1M38.82×
02Nevada~90K1.50×
03California~800K1.17×
04Alaska~10K1.15×
05Washington~200K1.11×
06Oregon~70K0.99×
07Utah~40K0.70×
08Arizona~90K0.65×
09Wyoming~5K0.48×
10Idaho~10K0.33×
11Montana~5K0.28×
12Massachusetts~30K0.21×
13New Hampshire~5K0.21×
14Vermont~2K0.21×
15Rhode Island~4K0.20×
16South Dakota~3K0.20×
17North Dakota~3K0.20×
18Colorado~20K0.19×
19New Mexico~7K0.18×
20Maine~4K0.18×
21New York~60K0.17×
22Connecticut~10K0.17×
23West Virginia~5K0.17×
24Delaware~3K0.16×
25Texas~50K0.13×
26Mississippi~7K0.13×
27Nebraska~5K0.13×
28New Jersey~20K0.12×
29Minnesota~10K0.12×
30Arkansas~6K0.12×
31Kansas~6K0.12×
32Florida~40K0.11×
33Illinois~20K0.11×
34Virginia~20K0.11×
35Oklahoma~8K0.11×
36Iowa~6K0.11×
37Maryland~10K0.10×
38Missouri~10K0.10×
39Wisconsin~10K0.10×
40Louisiana~8K0.10×
41Kentucky~8K0.10×
42Georgia~20K0.09×
43Tennessee~10K0.09×
44Indiana~10K0.09×
45South Carolina~9K0.09×
46Alabama~8K0.09×
47Pennsylvania~20K0.08×
48Ohio~20K0.08×
49North Carolina~20K0.08×
50Michigan~10K0.08×
Fig. 06

Affinity by region

Affinity by region — Hawaiian Airlines, United States
0.08×1.00×38.82×
Section 04
Brands and objects ranked by affinity with this audience. Values above 1.0× mean over-representation compared with the country average.

Audience interests & affinities

Fig. 07

Top cross-interests, ranked by affinity

Affinities of the Hawaiian Airlines audience vs. the country average
#·InterestCategoryAffinity×
01Canadian dollarBusiness & Career22.07×
02Hilton Hawaiian VillageTravel & Leisure20.09×
03Hawaii News NowMovies & TV17.26×
04Peach (airline)Travel & Leisure15.59×
05KauaiTravel & Leisure13.89×
06LAN AirlinesTravel & Leisure13.86×
07Aircraft carrierCars & Mobility13.07×
08WaikikiTravel & Leisure12.21×
09Spirit AirlinesTravel & Leisure9.77×
10MauiTravel & Leisure9.52×
11OahuTravel & Leisure9.42×
12Allegiant AirTravel & Leisure8.34×
13Alaska AirlinesTravel & Leisure7.43×
14HonoluluTravel & Leisure6.20×
15Frontier AirlinesTravel & Leisure5.47×
16JetBlueTravel & Leisure4.59×
17American AirlinesTravel & Leisure4.06×
18United AirlinesTravel & Leisure3.99×
19Google FlightsTravel & Leisure2.88×
20County (United States)Politics & Society2.17×
Section 05
Strongest and weakest personality traits of this audience (1.0 = country average).

Personality of the Hawaiian Airlines audience

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Personality traits of the Hawaiian Airlines audience vs. the country average · What stands out
TraitClusterDeviationScore
TravellingTHRILL2.02×
Quality AwarenessPREMIUM1.35×
Luxury OrientationPREMIUM1.35×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Personality traits of the Hawaiian Airlines audience vs. the country average · Rather not
TraitClusterDeviationScore
Early Adopter MentalityPOWER0.92×
DIY MentalityTHRILL1.02×
Pet OwnershipJOY1.03×
0×1.00× baseline2×
Appendix

Explore more audiences

More Airline audiences in United States

Source & method

Source
Rascasse Solution, own modelling
What “fans” means here
Estimated number of people in United States with measurable interest in Hawaiian Airlines over the last 12 months. Modelled, not counted; people interested in several brands count for each of them.
Data basis
Anonymised behavioural signals: search demand, social media signals, sponsorship and event data. Not a survey.
Period
10/2025 – 09/2026 · updated quarterly · data status Q3/2026
Confidence
high gender and age data available and an audience of at least 100,000 people

Cite as: “Rascasse Solution, Q3/2026, rascasse.com/explore/us/hawaiian-airlines-1387” · Methodology