Alaska Airlines has completed one of the most complex IT integrations in aviation history, merging its passenger service system with Hawaiian Airlines two months after their $1.9 billion merger closed in September 2024.
Two airlines, one digital backbone
The integration focused on the passenger service system, or PSS, which manages ticket bookings, flight schedules, and in-flight services. Both airlines previously relied on separate legacy systems. Instead of imposing one airline’s technology on the other, the team created a unified platform that supports both brands.
“It had never been done before, developing capabilities to enable two brands on one platform,” said Charu Jain, Alaska’s chief information officer and senior vice president of merchandising and innovation. “We didn’t want a passenger flying from Spokane to Seattle on Alaska, then to Honolulu on Hawaiian, to deal with two separate systems.”
The solution, developed by travel software provider Sabre, now powers both airlines under a shared digital infrastructure while maintaining their individual identities. The combined carriers have nearly 200 years of history, and the new system was designed to reflect that.
A phased rollout, not a big bang
The transition unfolded gradually. Starting in October 2024, Alaska shifted all new bookings to the Sabre platform in what Jain described as a “selling cutover.” This method allowed the airline to phase out old systems without transferring millions of existing reservations. By the time the official transition occurred, passengers checking in encountered the new system seamlessly.
“There was no migration of millions of records,” Jain said. “It was as if the booking had been made on the native system.”
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The strategy reduced disruptions, but challenges remained. Alaska experienced two major IT outages in the months before the cutover—one in July 2024 that grounded flights nationwide, affecting nearly 50,000 travelers. Jain acknowledged the incidents highlighted the importance of a smooth transition.
Preparation included several dress rehearsals, testing everything from check-in to baggage handling. The final mock flight ran without major issues, giving the team confidence in the system’s readiness.
Few airlines have attempted similar integrations while preserving dual branding. Most mergers eventually consolidate under a single name, often sacrificing customer familiarity. Alaska’s decision to keep both brands distinct while unifying the technology could influence future airline deals, especially in markets where brand loyalty is strong.
Employees and passengers adapt
The new system affects more than travelers. Employees from both airlines had to learn the updated tools.
Passengers now use a single mobile app, which adjusts to their preferred airline. A PSS impacts nearly every part of an airline, from pilots and flight attendants to pricing teams and baggage handlers.
Jain, who has worked on four airline mergers during her 30-year career, called this one exceptional. The real test will come this summer, when millions of travelers experience the new system for the first time. Airlines often face unexpected costs during major transitions, but Alaska’s phased approach may help avoid them.
