Where Innovation Meets Island Hospitality

Insight

In their first-ever appearance at SXSW, Alaska Airlines and Hawaiian Airlines faced a timely opportunity. Coming off the heels of their merger announcement, they needed to signal not only where travel is headed but how their combined strengths—cutting-edge innovation and renowned hospitality—would shape the future journey.

With travelers increasingly demanding seamless, tech-enabled experiences that preserve the warmth of human connection, the brands saw SXSW as the perfect platform to demonstrate how technology and culture can coexist in modern travel.

The Strategic Solution

For their SXSW debut, Alaska Airlines and Hawaiian Airlines launched the Future of Travel House—an immersive pop-up that blended next-gen travel tech with island hospitality.

Crowds wrapped around the block as guests lined up to experience:

• “Lobby of the Future” + “Gate of the Future” — AI-driven, wait-free check-in and boarding demos

• Interactive tech showcases like BAGTAG and BagsID’s AI-powered baggage recognition

• The Vibe Quiz, matching guests to destinations based on personality

• Dynamic panels, live music, and ticket giveaways bring the brand’s ethos to life

The experience seamlessly bridged innovation and culture, showing how both airlines are redefining the future of travel, together.

Results & Impact

• 1,500+ attendees throughout the day, including media, influencers, and SXSW guests

• Robust media coverage and social buzz

• Deepened consumer understanding of how Alaska Airlines and Hawaiian Airlines are jointly shaping the future of travel