Hawaii Tourism
Hawaii tourism: In a panic mode?
HONOLULU (eTN) – The panic button in Hawaii tourism has been pressed. That button amounts to the tune of $3 million, which the Hawaii Tourism Authority calls the “Emergency Tourism Fund.”
Word that such a “fund” even existed circulated on Oahu, and with fuel prices skyrocketing, some were obviously not happy. Local residents are in a state of disbelief after word that such a thing called the “Hawaii Tourism Emergency Fund” even existed. One local radio personality, who rambled about it on her morning show said, “What were they thinking? Maybe they should use that fund to help us little guys deal with the skyrocketing fuel prices instead.”
Considering that it wasn’t that long ago when Hawaii tourism officials proudly proclaimed that “Hawaii is full to capacity,” this year has been turning out to be a bad year for Hawaii tourism so far. Just in recent months, Norwegian Cruise Lines’ Pride of Hawaii has stopped sailing the islands and Pride of America is expected to follow suit.
What’s going on in the cruising market? “Pride of Hawaii has left the Hawaii market. Pride of America is scheduled to leave next, leaving Pride of Aloha and our home-ported ships here on the Hawaiian islands,” Hawaii tourism liaison Marsha Wienert said.
She added, “We haven’t had a very healthy cruise environment from both the US flagships here and in our foreign cruise lines. We are very optimistic in regards to that particular sector of the visitor industry and are working with them closely.”
The Hawaii Superferry seems do be doing pretty well. How does the Hawaii tourism liaison feel about the Hawaii Superferry’s presence in the islands? Wienert said, “I think it allows the visitors, as well as residents, to move between the islands. I have been on it, and it is a great sail from Honolulu to Maui. Thoroughly enjoyed it. I think it is a nice addition to our products and adds a different type of means of travel between the islands.”
From her point of view as Hawaii’s tourism liaison, why does Wienert think that there was such resistance from some islanders to get the Hawaii Superferry service going? “The first thing would be fear of change in the islands and not knowing all of the facts. There is a minority that has raised a lot of concerns in regard to the Superferry. The Superferry is addressing those concerns – whether it be infection, whether it be traffic congestion.”
Wienert thinks that there’s a large part of the community that was very supportive and continues to be supportive of an alternative means of travel between the islands. She said, “Some of the concerns that were being raised have been addressed. People are seeing that there isn’t much increase in traffic, that there is an inspection process for alien species. Many now understand that those measures were put in place.”
Meanwhile, adding to the challenge of losing a big chunk of the cruising market is the loss of Aloha Airlines and ATA, which has had an impact on airfares to and from Hawaii. So, why are tourism officials keen on luring visitors when tourists already know about Hawaii and what the destination so often referred to as "paradise” is all about? That perception is out there. Is there is a need to further build Hawaii’s image? Shouldn’t the focus be on solving the airlift problem and fill the void from the loss in the cruising market?
Last month when we spoke to Hawaii tourism liaison Marsha Wienert, she was mum about the issues being discussed to deal with the closure of Aloha and ATA airlines. She then said, “The first discussions are just starting right now. I can’t give specifics. The fast push for more marketing in key areas has great potential.”
Whether the recently unveiled tourism emergency fund was one of the issues being discussed then is uncertain, but "The $3 million will help us to increase the bookings that we have for the summer months,” Wienert told The Honolulu Advertiser.
In addition to dealing with the challenges from the cruise industry and airline closures, Hawaii’s tourism liaison has been tasked to address a report by AAA citing the Aloha state as “the most expensive state in which to vacation.” From her point of view, Wienert said she believes that AAA’s report claiming that the average cost of a Hawaiian vacation for two people is $793 a day for food and lodging alone was based on the published hotel room prices.
She countered AAA’s report by citing state data showing that visitors spent $181.60 per person per day in 2007.
So, where does Hawaii look like it is heading this year? “We are currently projecting a 1.4 percent decrease due to the decrease in the two cruise ships that were here in the market along with uncertainties and the Japan market place.”
When asked whether that figure includes the recent Aloha and ATA airlines closures, Wienert said, ”We are going to be looking at that. We have not factored that into the numbers as of yet.”
Ultimately, however, the perception of those who have traveled to Hawaii is what matters. Who should the blame on the declining number of visitors to Hawaii be laid upon? A frequent traveler to Hawaii, who posted a response to the emergency tourism fund story under the name "Urie1"in The Honolulu Advertiser’s website, had this to say about the current situation in Hawaii tourism, “I was married in 1977 and spent my honeymoon in Hawaii. Since then my wife and I have returned every year until 2006. That year we endured your great sewage spill. We also endured your smoking ban and took the last insult we could from hotel employees and local people. What does a tourist do? They work hard all year, save their money and desire a great place to go. They want to enjoy the local people, eat a good meal and sun on the beach. We are not bad people! It will take much more than the Hawaii Tourism Authority to get me back. What I have read in The Advertiser [newspaper] over the last few weeks has me wondering where the aloha spirit has gone. I, like many of you, wish we could go back to 1977 when times were simple. Don't blame me. Look at the government.”
Comments
I've not returned since you banned smoking. You expect to dictate conditions to me when I'm paying the tab? Get real Hawaii
I support Denise Moreland's well reasoned email 100%, but many readers may be wondering how to find AUTHENTIC Hawaii, whether these be relatively undisturbed natural areas, genuinely educational guided experiences, cultural and historical appreciation, and wellness travel opportunities waaaaay beyond the spa. May I suggest the Travel with a Challenge web magazine's ALTERNATIVE HAWAII collection of 12 carefully-researched, richly-illustrated feature articles about travel opportunities across five Hawaiian Islands? You will find them all laid out at http://travelwithachallenge.com/Travel_Themes_Hawaii.htm. Once you have had a chance to explore this collection, you will have a much better understanding of why the Hawaiian Islands should be working much more strategically to spotlight and encourage vacation opportunities not automatically associated with this destination long associated with mainstream, conventional tourism.
My first visit to the islands was on my honeymoon in 1982. I've returned pretty much every year since. It's become more and more difficult, financially. Once there, it's become more and more difficult to enjoy my time spent there, knowing the increasing credit card bills were soon to follow me home. Every year I've seen more and more hidden charges and less and less customer care. Some of it I understand. If a company doesn't care about it's services or it's employees, why should the employees care? But I've experienced a fundemental change in attitude toward myself, as a visitor, less one place. I continue to be impressed with Wilcox Hospital on the island of Kauai, who have not let their patient care suffer in these difficult times. I had hoped to spend some wonderful sunny days with my new grandchildren in Hawaii, but that's looking less and less likely. Just paying the mandatory expenses of day to day life has become an impossibily under the current US administration. Perhaps that explains the change in attitude toward visitors. It might get discouraging watching people seemingly enjoy carefree vacations, while struggling just to get by. I have missed Aloha for some time. My heart breaks at the thought of not being able to return to the islands I've come to love so very much.
Great comment, Denise
You mention a number of key facts about issues small business owners face when dealing with the "tourism machine" in many of the leading destinations where large enterprises often drive the economics. Thanks to the web this has been changing and even small services providers have direct access to the market and should focus on that.
As for a new and innovative way to present a destination with a focus on its hosts, see the latest post on the Visit Britain micro-site at http://buhlerworks.com/wordpress
This is a model of how to do it and what destination would have more genuine and authentic spokes people than Hawaii.....! Who knows, it might even bring back the spirit of 1968 the time of my first visit to the Islands.
Dear Readers,
Hawai used to be seen by Australians as a great stopover stepping stone on the way to or from North America. For some of us that is no longer an easy option.
Many permanent Australian residents don't necessarily hold an Australian passport - a land of migrants. I have been trying to arrange a flight to Canada for a business meeting but because my wife's passport is from one of many countries that the US discriminates against, we cannot even TRANSIT through the US, unless of course she returns to the country of her passport and joins a queue for a personal interview at the US embassy. And expect to wait 3 months. Even for a 2 hour transit in the US, she requires a full visa. So much nonsense. Our only choice then is to fly around the US and have our stopover holiday in a welcoming country. THis type of discriminatory attitude of the US would certainly work against tourism in Hawai.
Further, the image that many Australians have - right or wrong - is that Hawai has become prohibitively expensive.
I would love to visit Hawai but I feel 'shut out' by the visa issue.
This type of journalism should be dismissed as purely sensationalistic. It is evident that there was little or no research and whoever wrote it is attempting to create a stir and sell themeselves or their publication.
There is no panic, what you are seeing is the product of nimble marketers that have read the roadsigns correctly and reacted in a most appropriate manner. Tourism is the lifeblood of Hawaii and to not do anything would be the sin.
Aloha to your ETN readers & responders ~~
As a cultural specialist, living on O`ahu, who is committed to preserving, perpetuating, and authentically promoting/sharing the CULTURE of HAWAII, I would love to see the Tourism leaders SHIFT THEIR MARKETING FOCUS to one of SHARING AUTHENTIC HAWAII WITH OUR GUESTS! After all, it IS the indigenous Hawaiian culture -- coupled w/our Polynesian brothers & sisters -- that makes this destination so unique!
A few years ago, the HTA issued their "15 year Tourism Strategic Plan". In it they state 2 premises for Marketing Hawaii. (1)Focus
(internally as well as externally) on Honoring and Perpetuating the Hawaiian Culture through authentic language, actions, etc; to bring back "Hawaiian Sense of Place", and they initiated the mantra "KEEP IT HAWAII". The second initiative is to promote Hawaii as a "Wellness Destination". Here are my humble observations to these initiatives to date:
1. Millions of $ have been invested in "redecorating" the most obnoxious and insulting aspects of Waikiki. I applaud the work on both the Royal Hawaiian Shopping Center -- especially opening it to the sacred grounds by the Royal Hwn Hotel-- and the beautiful makeover of the Beach Walk. Great Beginning. (Now...offer the authentic programs so ur guests can experience what they're looking at!)
2. From a Wellness perspective, all I've seen are "more spas" in beautiful hotels, many of which do not offer AUTHENTIC HAWAIIAN practices & many of their lomi lomi masseuses have not studied with "true" Lomi Kumu. (There are now 5 state-certified/recognized Hawaiian healers that could consult on authentic practices. Engage them!)
SUMMATION: Perhaps NOW IS THE TIME, in this economc/visitor downturn, to actually DO what the Strategic Plan says! If approached authentically, & with integrity, there are kumu & kahu & cultural specialists who would come into Waikiki to TEACH AUTHENTIC HAWAII & offer unique, "experiential" programs. The cultural resources ARE OUT THERE. Let us know you want us!
Perhaps NOW the tourism leaders/hotels/etc will turn to the SMALL BUSINESSES who diligently work to promote authentic experiences and work WITH THEM, instead of thinking "the visitors don't really want THAT MUCH HAWAIANN REALITY" or charging us 50% commission just to have our programs presented at a visitor breakfast intro...thus affording only the Big Guns to sell their activities.
Last: Understanding & SHARING THE ALOHA SPIRIT is everyone's business; it IS the ESSENCE of what this destination is all about and what our guests are seeking! GET WITH IT, VISITOR INDUSTRY! Perhaps you, the GM's of the hotels, and the decision makers would like to take a "refresher course" on the deeper understanding and actions of ALOHA. It's NOT something to be shouted at luau -- aLO-HAAAAAA! First of all, it's culturally incorrect and positively insulting to Hawaiians & our ancestors! Stop perpetuating in Waikiki what is NOT authentic; instead share the RICH HISTORY of the sacred place that people walk on everyday.
And to our guests, we hope that you'll understand the newly promoted model of "Ho`okipa"...Hawaiian Hospitality...centered on Host-Place-Guest. When you visit our islands, you're visiting our Home. Hawaii is THE PLACE...Our Place that we love and malama (care for). We want to share with you -- the guest -- the BEST of what we have to offer...so help us by Being a Hospitable Guest (to those who unthinkingly do this: no taking of rocks; walking over sacred heiau; leaving opala (trash)on our aina). AND...keep compelling the Hawaii Visitor Leaders & Hotels to "GIVE YOU AUTHENTIC HAWAII!" When that happens....the true ALOHA SPIRIT will be back in full and, perhaps, we'll feel like it's 1977 again! Mahalo to Joe Buehler for recognizing the need for the REAL reinstatement of the ALOHA SPIRIT!
Me ke aloha pumehana ~~~
I find it interesting that an issue of this newsletter sponsored by the Tourism Authority of Thailand would feature a story slamming Hawaii's visitor industry.
To answer Ron F.'s question, Hawaii doesn't got after the "rich traveler," they are going after those willing to spend money. A big difference here. Some of that demographic happens to be those with $$, but not all of them. Americans feel they have a right to travel and will save to do so. Not all are ultra rich. Most are middle class citizen looking to get away from the everyday grind.
Addressing a couple things from the story. In the lead of the piece, what does tourism and local gas prices have to do with anything? Regarding the question of whether they should continue boosting Hawaii's image...ask any marketer out there about the need to keep marketing in good times and bad. The marketplace is too competitive to become complacent and rest on the laurels of the past. Why do you think we still see commercials for Coke and Pepsi, two of the most recognized brands.
Is it just me or does anyone else here find it strange that a "news" organization would have a "blacklist" of companies it works with. News reported here can't possibly be fair or balanced in that case, right?
http://www.travelwirenews.com/blacklist.htm
Just my two cents...
Nowhere here do I see mention of much of Hawaii's reliance on tourists staying in big hotels at big hotel prices. And nowhere here do I see reported the fact that Maui, in particular,FORCIBLY CLOSED DOWN an industry beloved by tourists and one which provides AFFORDABLE accommodation - the local Bed & Breakfast industry! Close down a $300 million a year tourist industry, and then pump $3 million into a "tourist emergency fund"? Would this make sense to most people? You might want to do some deeper investigative reporting. What you'll find will certainly surprise you.
The article mentions the wrong ships leaving Hawaii. The Pride of America is there and will remain there. The Pride of Hawaii and Pride of Aloha are the ships that have been repositioned.
At one point I read that the Hawaii Tourism Bureau would stop marketng to the budget traveler and soley focus on travelers with more discretionary income to spend. I cannot find reference to that strategic plan online now and would love to find history if someone has it. It seems now that ATA and Aloha Airlines have ceased service to the islands and that NCL has taken away two ships, that dream may be coming true much faster than expected. Hotel rooms have skyrocketed in Hawaii leaving families and "Joe Average Traveler" with fewer options. I keep seeing hotel room prices go well above the $300 a night range which leaves most of us with no option but to travel elsewhere. With airline costs skyrocketing also, destinations like Orlando, Las Vegas and Southern California must be raking in the tourist dollars. It's just too expensive anymore for the average traveler to go to Hawaii. Maybe the Islands of Hawaii could go back to their old way or luring tourists, by welcoming everyone who wishes to come, regardless of their financial status. That to me is true "Island Spirit".
So, tourism numbers are down and the blame game starts, not unique to Hawaii but pretty much universal. Usually the first and easiest target is the DMO after all they ask for marketing funds and are expected to keep the visitor flow rising. I'm not familiar with all the intricacies of the Hawaii situation like taxes, legislation etc. but the last statement "it's the government" seems to me a cop out. The government reflects the people, after all we elect it, right? Playing the blame game usually doesn't improve the situation as it is often more complex than the sound bites allow to explain. What's required is an innovative, consistent but at the same time flexible, tourism marketing strategy that is focused on measurable results. In the case of Hawaii, my take is that there is no need for large spending on image and brand advertising. Potential visitors by and large now what Hawaii stands for and that it's not Kansas! Focus has to be put on the strengths and USPs and at least one obvious one for Hawaii is the spirit of Aloha. This has to be delivered by the host population. That's a challenge, because if they don't buy into it, what's left? A beach is a beach, a golf course a golf course and before you know it you're just another sun & sand destination and one that's farther away for many Americans than your competition, be it Florida, the Caribbean or Mexico. What DMOs need is a dual marketing strategy that takes care of the internal issues, essential to provide a visitor experience that exceeds expectations before spending large amounts on attracting visitors. The two need to go together to achieve continued success.
Did anyone proof read this article? While the information is great it's pretty tough to read an article that is filled with as many mistakes as this is.
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