Aloha Airlines: Triumph over Society's Biases
Aloha Airlines was baptized in 1958. However, its birth as an airline came long before that, when it was still known as Trans-Pacific Airways. Trans-Pacific Airways was however more popularly known as The People's Airline. The Airline's growth is not only a business success. More appropriately, it is a living proof that man can rise above his social status.
The story of Aloha Airline and its predecessor TPA is the story of how a person, who suffered discrimination all his life, can overcome persecution and social bias. The Airline's founder Ruddy Tongg, grew and lived in an era where island people were discriminated against and where whites were given all the opportunities.
The discrimination suffered by Tongg and the other owners of Trans-Pacific Airways led them into the business of flying. Their philosophy is, if they can't get employment and if they can't get airline seats just because they are natives, then they better put up their own airline!
Despite their perseverance, the group led by Tongg was faced with financing difficulty as there was an existing bias against Asians, particularly in loan availability. To remedy the situation and to allow business to flourish despite the non-availability of loans towards Asians, several people pooled their financial resources together and lent money to the discriminated sectors. One of those who got his capital and earned his fortune through this lending facility is Dr. Hung Wo Ching, who also invested his money with the Trans-Pacific Airways.
The name Aloha Airline used to be just a tagline which was printed below the Trans-Pacific Airways name. The tagline became the Airline's name after Dr. Hung Wo Ching joined the Airline as Chief Executive Officer and President in 1958.
Competition was tough during those times but Alaska Airlines managed to survive, thanks to good management strategy and foresight. The improved airline system led to tourism growth in Hawaii from the 1960s to the 1980s. To take advantage of this, Aloha Airlines started implementing a marketing strategy which allowed frequent flying passengers to get freebies and benefits. This and other strategies made Alaska Airlines the top airline company in 1999.
Aloha Airline's growth encouraged its management to spread its wings to new horizon by opening up flights to San Francisco and Southern California.
The frequent flyer's program still exists up to now. Known as the Alohapass, the program allows passengers to earn miles or points every time they fly via Aloha Airlines, avail of the services of rent a car companies like Alamo, Budget, Dollar and Hertz, stay in hotels like the Marc Resorts, Miramar at Waikiki, Maui Coast Hotel, Mauna Lani Bay Hotel and Bungalows, Napili Point Resort and other hotels affiliated with Aloha Airlines. The use of Aloha Air Awards Card also entitles the user to corresponding miles.
The Aloha Miles can b e exchange for free flights; Aloha Airlines promotional items like aero clock and visors; free car rentals; a round of golf in Big Island, Oahu, Maui or Kauai. The Alohapass can also be used to redeem free stay in hotels locate din Big Island, Kauai, Maui, Molokai and Oahu particularly in Resortquest Hawaii, Castle Resorts, Prince Hotel, Mauna Lani Bay Hotel and Bungalows and Outrigger.
Aloha Airline came a long way from being The People's Airline to becoming one of the top airlines in its area of responsibility. However, it still remains a symbol of man's power to overcome fears, discrimination and social bias.
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