On Monday, some elite members of Hawaiian Airlines’ HawaiianMiles program received email invitations to check out the carrier’s new website, which has a revamped design, an easier and more intuitive navigation process, enhanced mileage program access and new tools.

And while there’s no requirement that users wear an Aloha shirt or flowered muumuu when browsing the new site, the bright colors and the curated Hawaiian Islands attractions guide calls out for tropical apparel.

“The new site looks entirely different than the old one and reflects both our brand and the way people use our site,” Avi Mannis, the carrier’s senior vice president of marketing, told Today in the Sky.

For starters, while the site looks good on desktops, it was designed with tablet users in mind “because we know that’s the kind of online vacation shopping people are doing at home,” said Mannis.

The new site also offers users an improved way to view and compare pricing and seating options and a smoother way to book hotels in addition to flights.

And, for fees ranging from $4.99 to $8.99 (depending on destination and advance purchase window), all passengers will have the ability to hold fares for up to seven days. That fare hold option was previously only available to the airline’s Platinum and Gold members.

For those who are just browsing, the carrier’s site now has an island guide with articles on everything from the Kauai food trucks to little-known museums.

“We focused on creating unique, socially shareable content,” said Mannis, “Stuff that will give people a reason to start dreaming about their trip to Hawaii and the travel experience.”

Hawaiian Airlines’ new website will be rolling out in phases, with tiers of the carrier’s loyalty members receiving invitations over the next few months. A full launch is expected later this summer.

Harriet Baskas is a Seattle-based airports and aviation writer and USA TODAY Travel’s “At the Airport” columnist. She occasionally contributes to Ben Mutzabaugh’s Today in the Sky blog. Follow her at twitter.com/hbaskas.

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