Both have plusses and minuses as other have mentioned above. I usually choose based on the schedule and price and fly both pretty often.

Compared to HA I think SWA has better the website, phone customer service service, legroom, seat comfort, WiFi and windows (they are bigger and not scratched up like HA's 717s so if you want to take photos SWA is the clear winner).

I agree with others that HA is better on frequency, terminal situation at HNL and airport/inflight staff...but those scratched up 717 windows irritate me 100% of the time!!!

Also, I mostly fly to Hilo and SWA almost always does a full service and I enjoy the option of a Coke or Dr Pepper with snack mix.

-Aloha!