In addition to the returning World War II veterans, several other factors contributed to the mid-century American explosion in tiki culture. Post-war America saw the rise of the middle class as an economic force. This coupled with ever-increasing affordability of travel, particularly newly established civilian air travel to Hawaii (which had been halted during the war), helped to propel the nation's disposable income into all things tropical. Just as the Matson Line had done with their boats, the airlines aggressively marketed flights to consumers.