CO does the nonstop as a sop to its East Coast FFs who want to redeem miles, plus whatever revenue traffic they can get. Same for Delta out of ATL
. The fact is that there is plenty of low-cost lift to HI
off the West Coast. Accordingly, whomever wants to compete with CO
's once-daily nonstop, yet without connections, is going to have some trouble. Why? Because a person would have to say, "Hmmmmm....I think I'll pay an extra $400 to go nonstop." Not enough people think like that when it comes to spending their own money. Company money, no problem. Own money, no way. If there's low-fare lift available, even with a stop, the nonstop service in leisure markets will have to come close to matching it. Hence the current US airline crisis.
Worse, many people want to burn miles to pay a coach fare and upgrade for free to First when flying this far. So the thing's even low-revenue in First.
ATA had the service for about a year, maybe a bit less. It was marketed by Pleasant Hawaiian Holidays, a very powerful marketer that routinely fills 757-300s out of West Coast origins to HNL
. It featured a high level of service on widebody aircraft, free upgraded meals, free IFE, extra leg room, a lei, etc. It was widely-promoted, in free media and through travel agents. And it was offered at a price competitive with one stop service, from ORD
and from JFK
. It failed. So it may be "hard to believe", but it's true.
All the best,