Southwest Airlines Co. is finally going to start flying to Hawaii, and a top executive says ticket prices will get cheaper.

The new service will test whether Southwest, long known for short routes, can compete against larger carriers on flights that take more than five hours from the U.S.’s West Coast.

While some rivals offer premium cabins with roomier seats, full meals and more legroom, Southwest’s no-frills service is all coach class.

“We don’t see Southwest having success in Hawaii due to an inferior product and an already crowded marketplace,” Hunter Keay, a Wolfe Research analyst, said in a note to clients this week, in which he speculated on potential service.

The airline already adjusts snack offerings based on flight duration, such as its service from Oakland, California, to Baltimore/Washington International Thurgood Marshall Airport.