I have to object to the thought that AA couldn't attract higher fares on their long haul Hawaii flights. We're talking about two flights per day from ORD and DFW to Honolulu and Kahului (Maui) respectively. That's about 600 people per day from each city. Remember that a Chicago non-stop to Hawaii is very attractive to folks living in the midwest and northeast. The Dallas non-stop is, likewise, attractive to those living in the south and southeast. 600 people a day ain't much!

It's all about MAARKETING! C'mon. Tell the story. Show the comfort. People buy on emotion. If there was an EFFECTIVE advertising campaign targeted at the Hawaii vacationers living in the midwest and east, you can bet your bottom dollar they could find 600 people a day in the two markets served to pay an extra $100 or $200 for GREAT SERVICE!

Giddy up AA!