The latest research from the state of Hawaii’s Department of Business, Economic Development and Tourism (DBEDT) and the HTA is out, and the result may surprise you. Especially following more than 300 heated comments this weekend about how the state wants visitors to experience Hawaii, including that the state “Does Not Encourage Visiting:” Waikiki, Diamond Head, Volcanoes, Poipu, Etc.
Visitors who rated their most recent trip to Hawaii as “excellent” included 88% of US West visitors, 89% of US East visitors, and 80% of Canadian visitors. With any survey, you need to look at how it was conducted and if the researchers had any bias in the outcome.
According to HTA, “Monthly samples of visitors who stayed for at least two days were drawn from the completed Domestic In-Flight database (forms visitors filled out). Selected U.S. visitors were sent an email invitation with a link to complete the survey online. Surveys were also conducted by trained interviewers with departing visitors from Korea at the Daniel K. Inouye Airport in Honolulu.
The study, shown below, came from DBEDT and the HTA and was conducted by Anthology Marketing, which company is closely aligned with HTA. In 165 pages of long data stream you can peruse for yourself (below), the state ranked visitor satisfaction among thousands of east and west coast Hawaii visitors in late 2022.
HTA CEO John De Fries was ecstatic about the study:
Visitors’ expressed interest in returning to Hawaii speaks to the quality experience provided by our industry and community partners and the individuals who engage with travelers throughout the state. We continue to educate visitors about how to travel mindfully, including ways they can support local businesses, preserve our islands’ natural and cultural resources, and make meaningful connections.”
Long-time Hawaii HTA partner Anthology Marketing Group performed the study for the state.
The survey, performed by long-term partner Anthology, corroborated HTA’s assertion that they are doing a great job. And that comes while the state legislature actively looks to disband HTA entirely or otherwise reduce its powers. The juxtaposition of this survey and where HTA stands today strikes us as odd.
Anthology has been awarded various contracts by HTA for years, with ones we are aware of including “HTA Website Support Services” and “Public Relations, Communications, and Outreach Services.” That, in addition to visitor surveys. It did make us wonder why a more independent, less affiliated company wasn’t employed since there is a close relationship between Anthology and troubled HTA as well as the timing with the legislature’s intense scrutiny.
The results were from October through December 2022 and included 4,845 visitors from US West and US East, Canada, Japan, Oceania, Korea, and China.
Are visitors planning to return to Hawaii? Mostly yes.
The survey indicated that most visitors plan to return to Hawaii, with 60% saying it was very likely. US West coast visitors had the highest (81%) likely to return score, far better than the 65% score of US East coast visitors.
Hawaii overall has enjoyed a very high rate of return visitors for decades. So it was no surprise that repeat visitors showed a greater likelihood of returning than first-timers.
In HTA’s words, “Visitor satisfaction is a Key Performance Indicator of the Hawaii Tourism Authority’s Strategic Plan.”
Is it curtains for HTA? Perhaps.
The Hawaii legislature hopes to reign in or eliminate the 25-year-old HTA, with some saying it is irrelevant and others saying it has completed what it intended to do, which was to market Hawaii. We’ll follow how the related measures track through the legislature.
HTA also suffers great internal dissonance and continues to see staff and executives routinely depart with positions left unfilled. The latest high-placed executive to leave was the person responsible for managing the hotly contested U.S. marketing contracts.
Did Hawaii exceed the expectations of visitors? Mostly not.
Only 43% of all-important US West Coast visitors felt that way about their vacation. 51% of US East visitors, 44% of Canadian visitors, and 32% of Oceania visitors felt Hawaii exceeded expectations.
Will visitors recommend Hawaii to others? Mostly yes.
89% of US West and US East visitors, 87% of Canadian visitors, and 79% of Oceania visitors said they would recommend Hawaii vacations.
I would have responded to the questionnaire with mostly positive feedback. Hawaii is a Rare Beauty in the Pacific. The probability of returning, as a 1st time visitor, would be relatively High, 85% or Better. My Enjoyment would depend on what I do, I immerse myself in the cultural experiences therefore 95%. Unless I am confronted by adversarial residents I would certainly pass along to others that Hawaii is perfect for a vacation, 98%, otherwise below 60%. Overall Hawaii, for a 1 time vacation or more, depends on whether you choose to afford it, the prices can discourage some from returning. The HTA has outlived its usefulness and now is simply a money pit. The Agency needs to be Discontinued Permanently and Immediately.
So let me try this one more time!!! My husband and I decided to get married back in 2011. We had an amazing time.every year for our Anniversary we would alternate islands with Kauai or Oahu! Always had a wonderful time! People were so very nice never a sad or rude person. We didn’t go for two years due to Covid. Finally going 2022 to Kauai, we witnessed rude behavior towards filipinos that were much older. (70-80) this happened on the fern grotto.. on the boat a singer also made fun of people from the mainland for not dancing. Not all people were there to dance. Witnessing this and being at the ABC Store there was another incident! Employees at the condo in Kapaa were also short and rude tempered .. for me I was saddened by this! Aloha 🥲
for me the Hawaii is da bomb, I luv it there. I go once or twice a year. at the very least to warm the old bones up.
I understand how you feel but if we keep coming and pay the higher prices that stress getting higher they will continue to rise and shut out many people even the wee to do. We need to go other places for this to work. I’m sure you don’t like being gouged.
Alternating between vacation destinations would work if there were considerably less Tourists going to Hawaii. Even if Hawaii was one of 8 different places and everyone were to alternate it wouldn’t be enough to change the increasing prices, Hawaii needs more money year over year consistently, look at the Hole they are in already. Hawaii Needs to overhaul their monetary priorities, eliminate programs, increase property taxes across the board, and become solvent before anything Good and Positive can begin to happen.
I have to say that I love visiting Oahu and all the neighboring islands. I always feel the aloha spirit and so do my family members who join my husband and I while we visit Oahu. The locals are friendly or just keep to themselves. There is a sense of caring for others. I will never forget , while on Oahu, my hubby and I went running for 6 miles and he was running back and forth to me (since I run slower). A local thought he was chasing me, and stopped to ask me if I was okay. I felt so cared for at that moment. I have fallen before and no one stopped to help on the mainland.
Oahu, that’s where I have vacationed 8 times and counting, where my wife and I were married in 2010, the only Island that I have been to. The friendships that I have made and maintain to this day were simply by chance. Most people are friendly, concerned if there’s a good reason, and helpful. Some tourists will find this to be a Refreshing Change to the disassociative nature found in large cities and other areas. Have you heard that many times The Love You Give Is The Love You Get? All too often it’s True! I am more of a Visitor than a Tourist, I have family that Owns a House in Kahala. I still find “New” places to enjoy, pieces of History to educate myself with, and the occasional new acquaintance that may become a Friendship.
My beloved Hawaii is gone….we have been traveling to Hawaii for decades. We always came for the culture and history of the Islands. Oahu has lost most of that, International Market Place used to be a fun place. Now it is all about the high priced fancy named stores for the wealthy. We lived on Maui for a year and loved every minute. Now if you want to visit a Park you have to make reservations and pay, if you want to go to Big Beach you have to pay to park for a public beach. If you want to just walk around the Whaler’s Village you pay dearly to park your car. And beautiful Front Street had many little places to shop for Hawaiian themed items. Now the “leaches” are trying to pull you into there store with makeup.
The disintegration of areas of Oahu have led to areas of much higher crime than had existed previously. International Way is one of those areas that I have heard Constantly Mentioned. Prior to its “upgraded” shops and goods there was the occasional petty theft, it was relatively safe to go there. The “New and Improved” International Way has brought much of the same goods at higher prices along with some new shops with their wares. Unfortunately the Crime Statistics have Risen Sharply and continues to disappoint. Is it the layout as some point to, the higher prices, a combination, or something totally different? As a note, every major city that has had a revamped area like this has the same exact problem. Some changes are Not Beneficial!
Can understand why more visitors from the West coast of the US would return more than the East coast. Non stop from the west coast and depending where on the east coast people are flying from, there most likely one stop or more extending the travel time. The five hour time difference is another reason.
I use to love the Aloha felt once arriving in the islands. After planning our anniversary vacation for 2022 we arrived on Kauai. Attitude and hostility was all we witnessed throughout the beautiful island we grew to love. Heartbreaking and deciding never to return to an island we love! Island people have grown resentful and aggressive towards people from the mainland. My husband and I married on Oahu, Waimanalo. We returned every year! Never again! Definitely did not feel aloha!!