Invading Hawaii makes perfect sense to me. Fares are high, management is overpaid and lazy, and it's a leisure market. In the lower 48, a substantial part of the customer base is business travelers who can be locked in via top elite benefits. For the Hawaii markets, it's price, price, price. Loyalty programs count for almost nothing.

It's ideal for Southwest. They will clean the clocks of the other airlines much faster than they did in California.

Maybe an earlier than expected Hawaii invasion was part of the reason for RR 2.0.