MIAMI — Virgin America celebrates today the launch of its Los Angeles – Maui service, further adding to the airline’s Hawaii routes following the launch of Los Angeles – Honolulu a month ago.

Guests onboard the inaugural flight were treated to free GoPro Hero Session cameras to help document their Hawaiian vacation. Upon touchdown in Maui, the Hawai‘i Tourism Authority will greet travelers in the tradition of Hawai‘i’s aloha spirit with fresh flower leis and live Hawaiian music right at the gate.

“Since we launched service to Hawai‘i last year, the response from our guests has been overwhelming and we’re thrilled to add yet another route and give flyers the ability to travel from Los Angeles to Maui in style,” said John MacLeod, Senior Vice President of Sales and Planning at Virgin America.

Hawaii remains the number one tourist destination from the West Coast, with over 3.5 million visitors in 2015. According to George D. Szigeti, president and CEO of the Hawaii Tourism Authority “Virgin America’s nonstop Maui service and in-flight hospitality presents an enticing pairing for its customers in greater Los Angeles when making vacation plans.”

Despite the looming take-over by Alaska Airlines announced last April, Virgin America expansions have carried forward. Interestingly, the new route announced by Virgin America further complements and reinforces the eventual presence of Alaska in the U.S. West Coast – Hawaii market, once both carriers combine.

Last November, just a few days after Virgin America launched its Honolulu and Maui service, Allegiant decided to put its Hawaii flights to an end as of this August. The carrier offers services to Las Vegas and Los Angeles from Honolulu, both destinations served by Virgin America. These new flights competed in a market currently led by U.S. legacy carriers and Hawaiian Airlines.