ALOHA SAYS HELLO, BURBANK HAWAIIAN AIRLINE ADDS FLIGHT.

Byline: Brent Hopkins Staff Writer

BURBANK - After enjoying the islands of Hawaii for more than half a century, Aloha Airlines now wants to try another idyllic locale - Burbank.

The small carrier, mostly known for its inter-island hops, announced its first route into the Burbank-Glendale-Pasadena Airport on Friday. Commencing service June 1, Aloha's newest domestic route will joint those into Oakland, Las Vegas and to John Wayne Airport in Orange County.

Though Aloha is not as high profile as its fierce competitor Hawaiian Airlines, its policy of entering regional airports and staying small has served well for its slow expansion into the mainland.

``We don't want to go head-on with the other airlines, we just want to be a boutique service,'' said Stu Glauberman, Aloha's vice president of corporate communications. ```We've been looking at several cities for expanding for our successful Trans-Pacific program. It's been profitable for us, so we wanted to grow.''

Burbank seemed natural for both its convenience - without the long waits that have soured travelers at Los Angeles International Airport - and its proximity to Hollywood. With Hawaii's lush locales earning interest from studios both for location shoots and recreation, Glauberman said, Aloha had already seen marked attention from its John Wayne service, so Burbank seemed to be the next logical stop.

Currently, Aloha plans to operate only one 737 flight per day, shuttling 124 passengers back and forth to Honolulu. Plans are being reviewed to add service to Maui or additional trips to the capital city. Fares have not yet been announced, but Glauberman said they would be midrange.

``We're not bottom-feeders; we provide an attractive service for affordable prices,'' he said. ``We're not looking to beat people on price, we're looking to beat them on service.''

As such, the flights boast amenities like free mai tais and in-flight movies, as well as first-class meals catered by famed island chef Alan Wong.

Airport spokesman Victor Gill, director of public affairs and communications, said though Aloha's flights would not add much volume to the facility, the business would be much appreciated in a tough travel climate.

``Especially in light that we're down several percentage points since Sept. 11, we can handle the capacity,'' Gill said. ``It would add around 2 percent, and we're in a time when every little point counts. The airport's financial soundness depends on those people - we need them to park in our lots and buy our food to keep us in business.''

Travel consultant Lauren Schlau said the announcement followed the trend of increased reliance upon regional airports, and it could prove to be a particular boon to the area if visitors from the Far East use Hawaii as a steppingstone into Los Angeles.

``For Aloha to choose Burbank, it's a real feather in the airport's cap,'' she said. ``It's great for (Los Angeles), if this is a way to get more international travelers back.''

Consumers warmed to the news as well. Susan Jenkins, district manager for Hawaiian-themed jewelry store Na Hoku, remembers Aloha fondly from her 10 years living in Maui, from the flight attendants' pleasant smiles to the orchid garnishes served with drinks.

``We might utilize that quite a bit rather than LAX,'' she said. ``It's easier and cheaper to get to Burbank. I think it's a great idea.''