Rascasse Audience Intelligence

Hawaiian Airlines Target Market in United States

A data profile of the people who buy, follow and care about Hawaiian Airlines in United States — modelled from more than twelve digital signal sources. Hawaiian Airlines has an estimated audience of 5,547,840 people in United States.

#11among Airline in United States#629among Brand in United States#518in Travel & Leisure

The average Hawaiian Airlines fan in United States is 43.5 years old, balanced, and lives primarily in Hawaii.

The audience is concentrated in Hawaii, California, Washington.

Top brand affinities include Spirit Airlines, American Airlines, Alaska Airlines, with strongest over-indexing on Spirit Airlines (9.77× the country average).

Demographically, the Hawaiian Airlines audience skews balanced with an average age of 43.5, and over-indexes on personality traits such as Travelling, Quality Awareness.

Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 50 regions tracked by Rascasse.

The typical Hawaiian Airlines fan in United States is balanced, around 43.5 years old, with strong Travelling tendencies and a notable affinity for Spirit Airlines.

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

The data on this page comes from the Rascasse audience panel and is refreshed monthly from search, social and browsing signals. As of 2026-08-10.

Section 01

At a glance

The key figures that characterise the Hawaiian Airlines profile in United States.

Audience size
5.5M
in United States
Gender
54.4%♀
45.6% male
Age
43.5
average years
Country rank
#6107
Brand in United States
Fig. 01

Search interest · 12-month trend

-47%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Hawaiian Airlines

54.4% are female, 45.6% are male, average age 43.5.

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 age43.5
Estimated audience size5,547,840
Fig. 03

Age distribution

Ø 43.5
average years
Age distribution of the Hawaiian Airlines audience in United States
Age bracketShare%
16-1913%
20-2914%
30-3918%
40-4924%
50+31%
Fig. 04

Worldwide distribution

69.8%

of the worldwide Hawaiian Airlines audience comes from United States.

Worldwide audience distribution share by country for Hawaiian Airlines
CountryShare
United States69.8%
Japan9.0%
Australia3.0%
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

Where the Hawaiian Airlines audience in United States is strongest.

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~20K1.15×
05Washington~100K1.11×
06Oregon~70K0.99×
07Utah~40K0.70×
08Arizona~80K0.65×
09Wyoming~4K0.48×
10Idaho~10K0.33×
11Montana~5K0.28×
12Massachusetts~30K0.21×
13New Hampshire~5K0.21×
14Rhode Island~4K0.20×
15South Dakota~3K0.20×
16North Dakota~3K0.20×
17Colorado~20K0.19×
18New Mexico~6K0.18×
19Maine~4K0.18×
20Washington, District of Columbia~3K0.18×
21New York~60K0.17×
22Connecticut~10K0.17×
23West Virginia~5K0.17×
24Delaware~3K0.16×
25Texas~70K0.13×
26Mississippi~7K0.13×
27Nebraska~4K0.13×
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~9K0.10×
40Louisiana~8K0.10×
41Kentucky~8K0.10×
42Georgia~20K0.09×
43Tennessee~10K0.09×
44Indiana~10K0.09×
45South Carolina~8K0.09×
46Alabama~8K0.09×
47Pennsylvania~20K0.08×
48North Carolina~20K0.08×
49Ohio~10K0.08×
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 entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

The strongest cross-interests of the Hawaiian Airlines audience — brands, topics and people combined.

Fig. 07

Top cross-interests, ranked by affinity

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

Personality of the Hawaiian Airlines audience

Values above 1.00× are above the country average, values below 1.00× below it.

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Top personality traits over-indexed by Hawaiian Airlines audience · What stands out
TraitClusterDeviationScore
TravellingTHRILL2.02×
Quality AwarenessPREMIUM1.35×
Luxury OrientationPREMIUM1.35×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Hawaiian Airlines audience · Rather not
TraitClusterDeviationScore
Early Adopter MentalityPOWER0.92×
DIY MentalityTHRILL1.02×
Pet OwnershipJOY1.03×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Hawaiian Airlines's target market in United States?

Hawaiian Airlines's target market in United States covers an estimated 5,547,840 people, concentrated in Hawaii and California.

02

What is the gender split and age of Hawaiian Airlines customers?

54.4% of the Hawaiian Airlines audience are female, 45.6% are male, with an average age of 43.5 years.

03

Which brands do Hawaiian Airlines fans like most?

Hawaiian Airlines fans show strongest brand affinity for Spirit Airlines (9.77×), American Airlines (4.06×), and Alaska Airlines (7.43×) over the country average.

04

Where do Hawaiian Airlines fans live in United States?

Hawaiian Airlines fans in United States are most concentrated in Hawaii (reach ~1M), California (reach ~800K), and Washington (reach ~100K). These three regions account for the largest share of the active audience.

05

What other brands do Hawaiian Airlines fans also like?

Beyond Hawaiian Airlines itself, the audience over-indexes on American Airlines (4.06×), Alaska Airlines (7.43×), Hawaii News Now (17.26×), and United Airlines (3.99×) compared to the United States average.

Appendix

Explore more audiences

Related profiles, rankings and the same audience in other markets.

More Airline audiences in United States

See Hawaiian Airlines audiences in other countries

How to read this data

Audience size is the estimated number of people in United States who actively search for Hawaiian Airlines. Affinity is an over-index ratio: 2.0× means the audience is twice as likely to engage with that brand or trait as the country average. Reach is the estimated number of audience members in a region. Regional and brand-affinity tables are sorted from strongest signal to weakest.

About this audience profile

This audience profile is generated by Rascasse from anonymized search-behavior signals across United States. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.

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