Diana Birkett Rakow is making waves in the aviation industry as she steps into her new role as CEO of Hawaiian Airlines in October 2025. With a background in sustainability and investment strategies at Alaska Air Group, where she served for eight years, Rakow’s ascent to the top is anything but conventional.
Her journey underscores a growing trend: sustainability leaders are increasingly finding their place in executive suites. Rakow’s mission is clear—drive value while steering through systemic changes. For her, sustainability is not just about the environment; it’s about ensuring the long-term viability of the business itself.
An Unconventional Path to Leadership
Celebrating its 96th anniversary in 2025, Hawaiian Airlines stands as one of the oldest airlines in the United States. Acquired by Alaska Air in September 2024, Rakow was instrumental in merging the two companies. She was appointed to Hawaiian’s board before her promotion to CEO. Her focus now is on leveraging investments in sustainable fuels and efficiency measures to propel the airline towards low-carbon growth.
Rakow emphasizes the importance of understanding climate science and translating it into actionable strategies that deliver tangible results for the company. This blend of skills is, in her view, essential for modern leadership.
Navigating Sustainability Challenges in Aviation
Rakow remains deeply involved in Alaska Air’s overarching sustainability strategy and its venture arm, Alaska Star Ventures, established four years ago. Reducing emissions is a central goal. The joint venture, inheriting Alaska Air’s environmental objectives, aims to become the most fuel-efficient premium airline in the U.S.
In 2024, Alaska Air saved 6.4 million gallons of jet fuel, thanks in part to an innovative single-engine taxiing procedure. However, challenges persist. Logistical hurdles and the costs of new technologies pose significant obstacles. Compared to competitors, the integration of these innovations is still in its early stages.
Rakow’s ability to balance public relations, public health policies, and sustainability could be the key to Hawaiian Airlines’ success under her leadership.
Will Hawaiian Airlines thrive under Diana Birkett Rakow’s leadership? Only time will tell, but her ambition and vision are undeniable.
