I took the inaugural JFK-HNL flight on Hawaiian this week to try out the service and compare it to the UA option in the market. If I was running United I'd be concerned. Seat The HA seat is a bit wider. They are also apparently replacing the cushions to make them softer. In F UA still has the advantage with the BF-ish seat, but down the back the HA seat is much more comfortable. Also, the bulkheads are only $35 for the 11 hour flight. IFE AVOD at every seat, albeit paid for most services. And if you have your own USB-enabled device you can run the content via the IFE system. Or just charge your device via the USB port. I know that the 764s are getting upgraded but the IFE on HA is pretty solid. Meal HA offers free meals on the flight. They aren't particularly great, but they are there, just like "meals at mealtimes" used to be. There are also paid upgrade options on HA. I actually think the UA BoB is better. Service This is a harder one because I know I had one of the best HA crews they employ as it was an inaugural. Still, they kicked arse. Flight Times This is one where I think UA is really going to suffer. The flights on HA are ~2.5 hours earlier than the UA flights in both directions. This means being able to get to Hawaii and to your hotel, even after an inter-island connection, before sunset. UA simply doesn't have that option. Also, on the east-bound it times great for arriving in NYC and being able to go to work rather than a mid-morning landing. I'm betting that the flight times for UA are predicated on connections through to GUM or Europe. I have no idea how much that plays in to the feed at both ends. I do know that the B6 feed into HA at JFK has a number of cities where the connections are quite reasonable in both directions, so that's not the only thing out there. It will be interesting to see if UA steps up their game on this route now that there is some competition in place.