Hillwood Airways’ Bold Move: Rebranding as Eastern Air Express After Acquisition

In a strategic shift, Texan charter carrier Hillwood Airways, based in Fort Worth Alliance, is set to undergo a significant transformation, rebranding itself as “Eastern Air Express.” This move comes on the heels of its recent acquisition by Eastern Airlines’ parent company, Eastern Air Holdings.

According to a regulatory filing, the new name, “Eastern Air Express,” was officially registered by the US Department of Transportation (DOT) on October 31, 2023. The registration process, conducted in accordance with air carrier regulations, ensured there were no conflicting issues with the application and allowed Hillwood Airways to proceed with its rebranding efforts.

Eastern Air Holdings completed the acquisition of 100% of Hillwood Airways in August 2023. The carrier clarified that Eastern Air Holdings, Inc. holds exclusive rights to the “Eastern” name for air transportation and expressed no objections to Hillwood’s use of the trade name. The DOT explicitly stated, “The Department notes that there are no similarly named air carriers or other issues that require resolution under Part 215.”

It’s worth noting that Hillwood Airways had previously undergone a rebranding, transitioning from ATX Air Services (Fort Worth Alliance) in the period of 2013-2016.

This rebranding initiative is not to be confused with Florida-based charter carrier Eastern Air Express, operating out of Miami Opa-Locka. Hillwood Airways’ move to Eastern Air Express reflects a strategic evolution in its identity and operations under the umbrella of Eastern Air Holdings. The revamped brand aims to position itself uniquely in the market, signaling a new chapter for the Texan carrier in the dynamic landscape of the aviation industry.