155 thoughts on “With State Destitute, How Will Hawaii Market Itself?”
Lara S.
I think the quarantine should be modified to allow for outdoor activities such as walking, cycling, ocean swimming, surfing, and hiking – anything that can be done without shared surfaces. So still no renting equipment, eating at restaurants (indoors or out), or crowding around a shared swimming pool. I also think the state needs to rethink its stance on vacation rentals. We quarantined this summer for the full 14 days in our rental (as owners) and because it is self-contained, the quarantine was very manageable. We found that the growing number of stores and restaurants that provide delivery made it very possible to get what we needed. And even though we had hoped to meet more of our new neighbors, we actually found that we barely saw them, even after our quarantine was over. Regardless of our health crisis, tourists aren’t typically looking to hang out with their vacation rental neighbors.
Thank you for the opportunity to weigh in on steps for re-opening and marketing ideas. As a strategic marketing planner since 1980, I have a few immediate and longer term thoughts:
1. Oahu and Honolulu tourism is the immediate issue. Kauai, Maui and the Big Island are currently managing the load on CV19 outbreaks. Why not form a partnership with Hawaiian airline carriers to temporarily eliminate Oahu from their schedules in favor of direct flights from the mainland and safer countries such as Japan and NZ? The “safest place in the U.S.” still works as a branding slogan. The airlines would include expedited CV19 testing. Their fare basis would include and factor in that partnership with labs that can offer 72 hour turnaround.
2. The marketing focus would be on cultural and eco tourism for the Millennial segment. The beauty, solitude and life reset would appeal to the boomers. Use more economical digital channels as the push mechanism with geo and fence targeting to those responding. Use a YouTube and TikTok combo for more video impact with the 25-45 demo. Team with AARP, hoteliers, and timeshare providers to bonus up those booking within the next six months. This assumes a testing first, relaxed quarantine for those three islands. And a retest after four days as in French Polynesia.
3. Longer term, Hawaii needs more permanent residents and fewer visitors along with market segment alternatives beyond the sun,sand, surf segment to support the island tax base. This means building out our current march towards safe, green and sustainable energy projects and agriculture, especially in Hawaii Island.
Just a few thoughts to get the. Conversation started.
Hawaiian Government on every level needs to get their act together period. All that has happened shows the complacency and the inattention to the well being of the people in Hawaii who depend on tourism to feed their families and keep their homes and of course others who depend on the tax money from tourism to fund their communities. There is no easy solution but a good start would for the residents of Hawaii think long and hard before they vote locally this year. A change is definitely the best choice this as is the only option to have a better chance in the future. Aloha and Mahalo
Aloha! 1)Recall your inept Governor, 2) Vet all potential replacements for business experience, courage and common sense, 3) build temporary hospitals on all islands to handle any Covid patients & fly in volunteer paid medical staff to assist 4)open the economy fully with common sense protocols such as social distancing 5)rapid Covid-tests and temperature checks prior to boarding and on-arrival 6) market Hawaii as a refuge of beauty and tranquility focusing on eco-tourism (millennials love this) that emphasizes the respect of natural habitats and resources 7)yes, update website 8)package air/condo in ads with all those celebrities who own land in Hawaii- I know I hate those hypocrites but they can talk about why the build compounds there etc…personal narratives often are effective in marketing…Demand through peaceful rallies/protests that action begin now not after the whole Hawaiian economy collapses to the point of no return
my friends and I had a trip to Maui and Kuai scheduled for April and, because of covid, we had to change it. We’re now scheduled to depart October 31, what do you think our chance is of being able to do that? Youre feed back would be much appreciated… thanks so much for keeping us informed!
All anyone wants in Hawaii is umbrella drinks on the beach. Give me tiki. Bring back the heyday of the 60s. Tiny bubbles, tiki bars with tiki torches. Relaxed, chill, mellow, and yes more Aloha.
Wow..where to start. If they manage to find a new head of tourism that is willing to foot their own relocation tab, they need to focus on 3 things. 1) Bringing back the folks who travel to Hawaii every year, who are now so angry they are taking their $$ elsewhere (this site is just a sampling. I can only imagine the real number of those folks is staggering). 2)Millennials who not only think Hawaii is for old folks but who also will not have near the disposable income to spend on that kind of trip that their parents had. There need to be incentives for both groups. 3) Have a plan in place for the next crisis, because there will be one, and this one has been handled so poorly that it has left a bad taste in the mouths of regular visitors, who, like it or not, are the lifeblood of the islands.
We are coming Thanksgiving why can’t they have us test before coming. negative tests aren’t quarantined. Have the resorts check temperatures of residents daily. Wear masks when out of the resort but can remove while eating etc. my goodness Hawai’i is going to never recover if they don’t open up and let people in. Open All islands except Oahu until cases subside. Let us in
I love Hawaii so much and I’ve missed it so much during quarantine. But its correct that they have a major PR issue happening. Their lack of clarity and communication is frustrating and unacceptable. Coronavirus has changed everything and no one knows what they are doing…but as a leader you need to make clear calls. Trying to reach out the HTA regarding advertising and fun new campaigns, goes unanswered. They seemed to have felt, we don’t need to advertise because we are Hawaii 1.) people will always come here and 2.) the locals already think we have too much tourism so why bother advertising. If you travel to Hawaii regularly, you know this about Hawaii. Its runs at a different pace, no importance is placed on updates or instagram or travel websites. Thats ok, thats what makes it charming….but the people in charge need to be on top of it. Hawaii itself can remain calm and island time…but to stay relevant they need to hire people who will push and innovate. Its an exciting time because hopefully they will finally be open to hearing new ideas and going in new directions. Work with instagram influencers, give away trips (not just Disney Aulani), do contests, flood the market with cool experiences to be had in Hawaii. Refresh Yourself in a new Hawaii. We cannot wait to welcome you. Do short form video content and partner with a distributor. The waterfalls, the beaches, the boating, the fishing, the hikes, the hidden gems about Hawaii…invite people to explore. Work with a celebrity chef and have them do a Hawaii food tour and distribute that content. The possibilities are endless.
It seems that French Polynesia is doing something right. The virus is limited to a couple of pockets of mostly local people. Tourists are being encouraged to return with many ads out there on social media saying welcome back. Yes, there are restrictions and requirements for testing, but people are finding a way to make it happen.
Hawaii needs to clamp down on the locals and put a stop to their gatherings that are spreading the virus. Masks need to be a requirement for everyone when away from their homes. Their citizens need to understand that they can stop, or at least limit, the spread by doing these simple things. They can’t expect to recover until they willingly comply.
It isn’t the tourists that are the problem, because they aren’t there and can’t come back until this situation improves. They won’t be bringing the disease because they’ll be tested. They will be bringing money and jobs!
First, I really appreciate your e-newsletter. It’s so helpful. Thank you. To answer your question: As you pointed out, tourism is a huge part of Hawaii’s economy and life blood. We travelers want to support Hawaii and enjoy its beauty and her people.
Hire travel consultants from outside the state to provide fresh views and specific input to move Hawaii forward (I know some leading ones who deal with governments, on that scale. They exist.). Give us assurances so we can have a normal vacation there. Right now it’s all roadblocks and contraction. Within safety guidelines, expansive, strategic, innovative, and flexible thinking is what’s needed, not limitation.
Visit Florida faced hurricanes, thus they had issues attracting meetings to the state. So they created a state-issued guarantee for those meeting in Florida. The state of Hawaii might need to think along these equivalent lines, to attract and assure travelers and those wanting to again meet in Hawaii. The same or other virus situations could occur again, so long-term thinking is necessary.
Hopefully, the state of HI can grant the state’s tourism leaders a strong voice and authority in establishing and handling all future policies related to Hawaii’s travel and hospitality. Someone needs to advocate boldly and loudly for the industry at the government level. If the HTA leader stepped down, that means no one is currently doing so. Strong advocacy with marketing assurances will support the residents, their jobs in hospitality/tourism, and the travelers and meetings who want to visit. An authentic, appealing, wise voice of leadership plus strategic actions are needed. We need straightforward communication so we know the state of Hawaii has a workable plan. Not an easy order, but positive steps need to be taken — sooner rather than later.
Hawaii is hands-down our favorite vacation spot; however we are truly disappointed that the state’s leadership can’t muster up a plan for the islands to reopen. After changing our Hawaii plans 4 times we finally rerouted to Aruba….they seem to have a solid plan in place which requires pre-travel testing (which I was able to arrange) and an online questionnaire. It seems odd that Hawaii can’t seem to figure this out. Is it because Hawaii is relying on getting federal bail-outs? The lack of leadership is truly astounding…no plan equals no leadership! Thank you for your newsletter.
We blew it by not jumping on this more aggressively at the beginning…should have jumped on the contact tracing and isolating quicker. We had it under control and now we don’t.
We also are paying a big price for the anti mask I can gather in groups folks. Clearly they spread this the most.
Now with todays announcement we have a shot to get this under control.
We are shutdown for two weeks on Oahu starting Thursday
They are going to do aggressive testing and contact tracing.
They will have hotels to isolate those that need it.
This is it folks. We have a shot to get this under control.
While we go through this two weeks we need to come up with a reopening plan that includes realistic testing for tourists and traveling residents alike. We need to not worry about the self rightous “what about my freedoms/ I’m not wearing a mask” people….we don’t need their tourist dollars, there are plenty of good pragmatic tourists that would love to respectfully visit.
We need to look at the long term opening and impact of tourism and not panic and try and get as many people to return as quickly and cheaply as possible just to get the numbers back up.
Hi folks,
We love Hawaii, and miss the places and people. We have carefully watched the announcements about reopening. This is difficult for all. One suggestion I have would be to figure out how to market to families who may want a change of scenery since many kids are not yet going back to school, and one (or more parents) are working from home. How awesome would it be to do remote learning and work from Hawaii?
Thanks
Colleen
We had a trip planned for end of September we have canceled but one house we were renting is keeping 10% of the deposit because we canceled before are last payment was to be made since Hawaii is closed to mainlanders I feel that we should have gotten it all back they are offering a voucher for the 10% amount for us to use at another time. Mahalo
We have been coming to Hawaii every year for about 20 years now. We love it there. We have always found the people so welcoming. However it sure does not seem like it now. I think the current governor has done a horrible job of handling Hawaii’s corona virus problem. People can’t blame Trump….the governors are the ones calling the shots. He fits in well with the other democrat run states. I know this virus is real but the cost of shutting down Hawaii as well as the rest of the country has been beyond devastating. There could have been some sort of testing put in place to be able to travel safely. We had reservations to fly to Hawaii in 3 days…obviously not going to happen. We are praying that we can plan another trip next year. We will come back but NOT if we are mandated to get a vaccine.
Part of why young people don’t vacation in Hawaii is because it’s over priced. You can fly just about anywhere in the caribbean for less than Hawaii. Flights, accommodations, food & activities are cheaper everywhere else. Besides that, Caribbean Island people welcome visitors spending their hard earned money. The beaches are just as good & in a lot of cases, the snorkeling is better. I feel less & less welcome in Hawaii in the past 3 trips.
Hawaii will never have to reinvent itself or remarket itself to me…I love it just the way it is. Can’t wait for Covid to be over, so I can return for a visit!!
After reading your article I’d question if the HTA is even needed?
It’s a poorly run organization with questionable spending practices and high employee turnover, yet over the past several years Hawaiian tourism has been at record levels.
Take the money budgeted for the HTA use it to help small tourist orientated businesses to reopen.
The only marketing campaign Hawaii will need to successfully reopen is: “Aloha welcome back to Hawaii” Maybe some videos of iconic Hawaiian locations with locals on surf boards, luau’s and scenic views saying “Aloha Welcome Back”.
Where do I need to send my resume for that 300k a year job?
What do we want to accomplish? A return to unrestricted tourism.
How do we accomplish this? With a specific plan!
First: Hawaii has to implement a pretesting program using a fast-test (saliva based) with 10-15 minute results. Mandatory to get on an airplane for intra and interisland travel.
Second, it needs to hire me with the authority to implement the rest of the plan.
I’d come out of retirement to do this.
Regards,
professor jimB
I think what Hawaii needs to do is to sell authenticity. Cut back on the phony events and the tourista experiences and focus on the real hawaii. That does not mean closing the fancy stores but it does mean stop the Californification, stop the bulldozing of history to put up concrete canyons like another California with no soul and no heritage left. Hawaii will never be cheaper than Mexico but it has so much which can be sold without all the phony stuff. Nature, the environment, marvellous oceans, beautiful rainforests, Volcanic moonscapes even a real volcano. As everyone talks about the environment and the need to cherish it, this is something Hawaii can do so easily. Even Oahu has unspolied areas though Honolulu is a challenge. Still no reason to ban Waikiki as it is real, it has been there for 100 years of so. Just do not sell off the Natatorium War Memorial to Californicaters. Sept 2 after all marks 75 years of peace.
A good start would be allowing visitors to come to Hawaii unencumbered by a 14 day quarantine.
This all points to a dysfunctional state government as a whole. It appears that state organizations simply do not communicate with each other. A case in point is the long standing goal of managing or reducing tourism impacts while approving resort expansion plans and new building permits. As much as I really, really want to believe that there’s a plan, I don’t think there is.
Hawaii has spent over $2 billion on unemployment payments. This is borrowed money that needs to be repaid in 2 years. State revenues are in the tank due to lack of tax income, so the deficit becomes deeper and more difficult to manage (roughly $1 billion of tourism tax revenues have already been lost and that number grows by $5.5 million each day). I fear that our beloved islands will not be recovering in any significant way for many years (I really hope I’m wrong about that).
As admirable as your question is, I think the more critical one is “How do we extinguish this dumpster fire?”
A “dumpster fire”? No! It’s more like a raging forest fire with zero water to put it out!!! Perhaps a more realistic analogy since we’re surrounded by water … the Titanic! We’re sinking with no life boats to save us. Sound dire? Well it is dire!!!
Hello BOH,
I will say, that as an American, who comes from “the mainland”, I am tired of all the racism that some of the 10.2% of “native” Hawaiians spew towards their fellow Americans. Time to accept that Hawaii is part of the United States, and we are all in this together. It is time to stop letting the media, our politicians, and yes many of our community leaders drive a wedge between us. Hawaii is a beautiful state, in my opinion the most in all of the USA, but the vitrol that I have been reading in comments on Mauinow, BOH, and GoHawaii from those who seem to have a deep distain against their fellow Americans is disgusting. When I visit San Francisco, New York, or Las Vegas, I don’t have people hating me because I am visiting and spending my hard earned money to enjoy myself. Hawaii, you are a tourist destination. You rely on the BILLIONS of dollars that people spend to enjoy your state. You should be welcoming and actually thankful that people choose to do so. Think about what state you will be in over the next decades if the majority of people choose to go elsewhere? The sheer cost of living in such an isolated location will result in the state degenerating into a third world state nation, or you will move out and leave it behind. Accept that the attraction to visit Hawaii is no different than the Las Vegas Strip, Hollywood Blvd, Statue of Liberty, or Golden Gate Bridge.
As for Marketing slogan… Hawaii. More Aloha, less Inaina now.
Wow. And right on point.I am a Native Hawaiian and some clown had the audacity to say something to me that I didnt belong there. But now locals are calling the police and chasing down tourists. What the hell kind of place is that? Sadly the “Haole” racism is now right out in the open. One hand out begging for aid while the other hand calls the cops to report visitors. shameful.
Hey there,
I wholeheartedly disagree with the notion that a Hawaii-sponsored website “is the most basic tool for driving tourism no matter the destination.” I travel (pre-COVID) extensively and have been to Hawai’i every year since I was five (am now 47) and I have never once in my life ever been on a state tourism website. My travel inspiration / recommendations come from media outlets— social or otherwise. In years past, it would be have been from Travel + Leisure, NYT Travel section, or Condé Nast Traveller. These days, it’s more from Instagram— be it pages or people I follow— or word of mouth from similarly-minded friends. Perhaps older travelers or retirees would consider a tourism bureau as a first stop, but pretty sure people my age and younger don’t even such a thing exists!
I’ve spent countless hours in meetings working up strategic plans, mission statements, marketing visions, and similar documents – always under the supervision of a well-paid consultant. The end result is a happy consultant with a big paycheck and a vague document with no real value beyond PR. Then everybody goes back to doing what they’ve always done.
A plan that doesn’t include measurable goals and time objectives is useless.
As an owner of 2 vacation condos, this news is very disheartening. It seems that no real effort is being given to establishing tourism and a pre- travel testing program. The travel bubble concept offers no encouragement to us. If time and money are devoted to the bubble, what effort is being made for overall tourism. If October is very unlikely as a starting point, why doesn’t the governor give a realistic goal and a plan instead of doling out minor hope one month at a time? Trust has been lost by tourists and business people.
You have stated some good ideas in this article; however, it would appear that the people of Hawaii need to vote i some new government officials who will consider the economy and be able to develop a plan and provide some leadership.
we want to go to Hawaii, we lived there many year, but we cannot stay quarantined for 2 weeks plus go visit our Ohanas. Wont financially work. What can we do for you to get us up and going to Hawaii?
Well, if Disneyland, Knotts Berry Farm, and more are tests for how ready people are to go out and do things…their not. Once travel opens to Hawaii they had best plan on seeing maybe 40% of past travelers numbers in the foreseeable future. People are simply not going out far from home or work, you can see the massive empty parking lots at malls, big box stores, and more. Yes, there are those who simply don’t care about others and will go anywhere at any time, but that isn’t most of the general population. For all you who disagree, I’ll bet I can find 100 people who wouldn’t go for every one you can find who will. All tourism, Hawaii and everywhere else is going to severely impacted for a very long time. A vaccine won’t help, too much politics and worry its going to be rushed and not safe…50% won’t take it, and if its only 75% effective (or 50% like Fauci said) its not going to change the picture at all in respect to the pandemic. Maybe in two years…when vaccines with complete trials and marketed as “finally” safe and effective will come to market life will change…of course currently there is a whole lot of people who simply no longer have their previous financial ability to travel.
I am now questioning whether anyone in a senior position in the State of Hawaii or Big Island County government is remotely competent. The way they are handling visitation rules is embarrassing. Why don’t they turn over management to the tax revenue collection people. They are very good at collecting taxes on the property and vehicle I own, but cannot rent or visit.
How funny, great idea! Our property taxes on a relatively modest ($159 to $220 per night) vacation rental/personal use condo on Maui were just raised from $5000 to $6000 this year. I don’t really mind paying it, I think the Maui County needs the revenue. What strikes me funny is that this is one department that really does not mess around. They have a really good website, communication and collect every last penny very efficiently. I might add, I don’t think people understand how much property tax these vacation rentals pay, taxes for owner occupied are way less… as they should be. But, with no money coming in…
BOH, as usual, thanks for the info and perspective. We’d like to be able to rent, or come over ourselves and quarantine but can’t risks getting in a plane without people being tested first. Nor do I want to impact the health care system that is really pretty small.
Thank you, that is a really good question. Hawaii has beautiful landscape, best climate, and warm & friendly people. That sells itself, as long as bad policy or politics doesn’t get in the way. My answer would be to vote out the people currently holding office in Hawaii, and replace them with someone who can make a (intelligent) decision.
Best of Luck in the future, look forward to being back there some day.
Mahalo
I feel that the highest priority at this point has to be to get a testing program in place as soon as possible. If visitors are able to come with a negative test within 72 hours of flying, and then not have to quarantine for two weeks, it will make all the difference. Then, retest there with a rapid test, and people will be ready to go, and Hawai’i won’t have to mess around with bubble resorts and tracking people. If universities can do it, so can Hawai’i!
Once it does open up, the thing that will continue to hinder the growth of tourism will be the gouging of tourists to make up lost revenues. Some will be overt, other not so much, such as the pure profit “resort fees” which I predict will climb greatly. (It’s why I don’t go to the islands much any more, it just got ridiculous).
Yesterday, I booked a Maui trip for the end of January. If HI still requires a COVID test in January to avoid the 14-day quarantine, then I will need to cancel the trip because the hotel has a 7-day cancellation policy. I suspect that I’ll need to cancel the trip, but it’s cheaper to book now and cancel later rather than book at the last minute once the State finally gets its act together. I do have back-up trips booked for Mexico, so my vacation dollars will be going somewhere if Hawai’i continues to refuse to accept them.
2) Legalize gambling, an alternative to mandatory taxation.
3) After tourism restarts (post vaccine Q4 2021?)
a) Legalize recreational pot us
b) Legalize gambling on Hawaiian homeland (i.e. Indian casinos) under a share plan involving the State, HHL, and Hawaiian natives. Institute a revenue sharing arrangement that pays each legal “real” Hawaiian $$$ like Alaska does with the Oil Trust. Board of Governors comprise of equal parts of the three to administer payments using a strict formula.
Aloha-I love, love love Kauai and am very said that we had to finally cancel our 2020 trip. We have rescheduled for next spring. I won’t return however, even if it is safe until the state decides it truly wants me. Many official reports blamed many early virus cases on tourists. It has been proven that all the recent spike has been caused by locals.
These are the same locals that have said many times in these comments that they really don’t want us. Any ad campaign to win back tourism needs to be centered by a heartfelt apology for the misinformation spread by the state and vitriol spewed by locals that clearly don’t appear to want us.
Until Hawaii can get their act together with the quarantine situation no amount of marketing is going to get me to return. I will not bother making plans in Hawaii until the pandemic is over. Hawaii has probably lost my $$$ for at least the next 4-5 years.
Thanks for including the info from the “strategic marketing plan.” Those goals are quite vague. I was hoping to see something measurable and concrete, such as “Return to Pre-Covid tourism volume within xxx years” and similar. Many reasons for vague goals/objectives, typically vague input and lack of direction from the authorizing organization. As someone who spent decades in public relations (including tourism destination marketing) the first question has to be: “What do we want to accomplish?”
I think the quarantine should be modified to allow for outdoor activities such as walking, cycling, ocean swimming, surfing, and hiking – anything that can be done without shared surfaces. So still no renting equipment, eating at restaurants (indoors or out), or crowding around a shared swimming pool. I also think the state needs to rethink its stance on vacation rentals. We quarantined this summer for the full 14 days in our rental (as owners) and because it is self-contained, the quarantine was very manageable. We found that the growing number of stores and restaurants that provide delivery made it very possible to get what we needed. And even though we had hoped to meet more of our new neighbors, we actually found that we barely saw them, even after our quarantine was over. Regardless of our health crisis, tourists aren’t typically looking to hang out with their vacation rental neighbors.
Thank you for the opportunity to weigh in on steps for re-opening and marketing ideas. As a strategic marketing planner since 1980, I have a few immediate and longer term thoughts:
1. Oahu and Honolulu tourism is the immediate issue. Kauai, Maui and the Big Island are currently managing the load on CV19 outbreaks. Why not form a partnership with Hawaiian airline carriers to temporarily eliminate Oahu from their schedules in favor of direct flights from the mainland and safer countries such as Japan and NZ? The “safest place in the U.S.” still works as a branding slogan. The airlines would include expedited CV19 testing. Their fare basis would include and factor in that partnership with labs that can offer 72 hour turnaround.
2. The marketing focus would be on cultural and eco tourism for the Millennial segment. The beauty, solitude and life reset would appeal to the boomers. Use more economical digital channels as the push mechanism with geo and fence targeting to those responding. Use a YouTube and TikTok combo for more video impact with the 25-45 demo. Team with AARP, hoteliers, and timeshare providers to bonus up those booking within the next six months. This assumes a testing first, relaxed quarantine for those three islands. And a retest after four days as in French Polynesia.
3. Longer term, Hawaii needs more permanent residents and fewer visitors along with market segment alternatives beyond the sun,sand, surf segment to support the island tax base. This means building out our current march towards safe, green and sustainable energy projects and agriculture, especially in Hawaii Island.
Just a few thoughts to get the. Conversation started.
Hi Jim.
Thank you.
‘
Aloha.
James B…I like your thinking!
Hawaiian Government on every level needs to get their act together period. All that has happened shows the complacency and the inattention to the well being of the people in Hawaii who depend on tourism to feed their families and keep their homes and of course others who depend on the tax money from tourism to fund their communities. There is no easy solution but a good start would for the residents of Hawaii think long and hard before they vote locally this year. A change is definitely the best choice this as is the only option to have a better chance in the future. Aloha and Mahalo
Hi Glenn.
Thanks.
Aloha.
Aloha! 1)Recall your inept Governor, 2) Vet all potential replacements for business experience, courage and common sense, 3) build temporary hospitals on all islands to handle any Covid patients & fly in volunteer paid medical staff to assist 4)open the economy fully with common sense protocols such as social distancing 5)rapid Covid-tests and temperature checks prior to boarding and on-arrival 6) market Hawaii as a refuge of beauty and tranquility focusing on eco-tourism (millennials love this) that emphasizes the respect of natural habitats and resources 7)yes, update website 8)package air/condo in ads with all those celebrities who own land in Hawaii- I know I hate those hypocrites but they can talk about why the build compounds there etc…personal narratives often are effective in marketing…Demand through peaceful rallies/protests that action begin now not after the whole Hawaiian economy collapses to the point of no return
my friends and I had a trip to Maui and Kuai scheduled for April and, because of covid, we had to change it. We’re now scheduled to depart October 31, what do you think our chance is of being able to do that? Youre feed back would be much appreciated… thanks so much for keeping us informed!
Hi CM.
We just really don’t know at this point. Sorry to not be able to guess better.
Aloha.
All anyone wants in Hawaii is umbrella drinks on the beach. Give me tiki. Bring back the heyday of the 60s. Tiny bubbles, tiki bars with tiki torches. Relaxed, chill, mellow, and yes more Aloha.
Wow..where to start. If they manage to find a new head of tourism that is willing to foot their own relocation tab, they need to focus on 3 things. 1) Bringing back the folks who travel to Hawaii every year, who are now so angry they are taking their $$ elsewhere (this site is just a sampling. I can only imagine the real number of those folks is staggering). 2)Millennials who not only think Hawaii is for old folks but who also will not have near the disposable income to spend on that kind of trip that their parents had. There need to be incentives for both groups. 3) Have a plan in place for the next crisis, because there will be one, and this one has been handled so poorly that it has left a bad taste in the mouths of regular visitors, who, like it or not, are the lifeblood of the islands.
We are coming Thanksgiving why can’t they have us test before coming. negative tests aren’t quarantined. Have the resorts check temperatures of residents daily. Wear masks when out of the resort but can remove while eating etc. my goodness Hawai’i is going to never recover if they don’t open up and let people in. Open All islands except Oahu until cases subside. Let us in
I love Hawaii so much and I’ve missed it so much during quarantine. But its correct that they have a major PR issue happening. Their lack of clarity and communication is frustrating and unacceptable. Coronavirus has changed everything and no one knows what they are doing…but as a leader you need to make clear calls. Trying to reach out the HTA regarding advertising and fun new campaigns, goes unanswered. They seemed to have felt, we don’t need to advertise because we are Hawaii 1.) people will always come here and 2.) the locals already think we have too much tourism so why bother advertising. If you travel to Hawaii regularly, you know this about Hawaii. Its runs at a different pace, no importance is placed on updates or instagram or travel websites. Thats ok, thats what makes it charming….but the people in charge need to be on top of it. Hawaii itself can remain calm and island time…but to stay relevant they need to hire people who will push and innovate. Its an exciting time because hopefully they will finally be open to hearing new ideas and going in new directions. Work with instagram influencers, give away trips (not just Disney Aulani), do contests, flood the market with cool experiences to be had in Hawaii. Refresh Yourself in a new Hawaii. We cannot wait to welcome you. Do short form video content and partner with a distributor. The waterfalls, the beaches, the boating, the fishing, the hikes, the hidden gems about Hawaii…invite people to explore. Work with a celebrity chef and have them do a Hawaii food tour and distribute that content. The possibilities are endless.
It seems that French Polynesia is doing something right. The virus is limited to a couple of pockets of mostly local people. Tourists are being encouraged to return with many ads out there on social media saying welcome back. Yes, there are restrictions and requirements for testing, but people are finding a way to make it happen.
Hawaii needs to clamp down on the locals and put a stop to their gatherings that are spreading the virus. Masks need to be a requirement for everyone when away from their homes. Their citizens need to understand that they can stop, or at least limit, the spread by doing these simple things. They can’t expect to recover until they willingly comply.
It isn’t the tourists that are the problem, because they aren’t there and can’t come back until this situation improves. They won’t be bringing the disease because they’ll be tested. They will be bringing money and jobs!
First, I really appreciate your e-newsletter. It’s so helpful. Thank you. To answer your question: As you pointed out, tourism is a huge part of Hawaii’s economy and life blood. We travelers want to support Hawaii and enjoy its beauty and her people.
Hire travel consultants from outside the state to provide fresh views and specific input to move Hawaii forward (I know some leading ones who deal with governments, on that scale. They exist.). Give us assurances so we can have a normal vacation there. Right now it’s all roadblocks and contraction. Within safety guidelines, expansive, strategic, innovative, and flexible thinking is what’s needed, not limitation.
Visit Florida faced hurricanes, thus they had issues attracting meetings to the state. So they created a state-issued guarantee for those meeting in Florida. The state of Hawaii might need to think along these equivalent lines, to attract and assure travelers and those wanting to again meet in Hawaii. The same or other virus situations could occur again, so long-term thinking is necessary.
Hopefully, the state of HI can grant the state’s tourism leaders a strong voice and authority in establishing and handling all future policies related to Hawaii’s travel and hospitality. Someone needs to advocate boldly and loudly for the industry at the government level. If the HTA leader stepped down, that means no one is currently doing so. Strong advocacy with marketing assurances will support the residents, their jobs in hospitality/tourism, and the travelers and meetings who want to visit. An authentic, appealing, wise voice of leadership plus strategic actions are needed. We need straightforward communication so we know the state of Hawaii has a workable plan. Not an easy order, but positive steps need to be taken — sooner rather than later.
Hi Andrea.
Thank you.
Aloha.
Hawaii is hands-down our favorite vacation spot; however we are truly disappointed that the state’s leadership can’t muster up a plan for the islands to reopen. After changing our Hawaii plans 4 times we finally rerouted to Aruba….they seem to have a solid plan in place which requires pre-travel testing (which I was able to arrange) and an online questionnaire. It seems odd that Hawaii can’t seem to figure this out. Is it because Hawaii is relying on getting federal bail-outs? The lack of leadership is truly astounding…no plan equals no leadership! Thank you for your newsletter.
Hi Tricia.
Thanks for your comment.
Aloha.
We blew it by not jumping on this more aggressively at the beginning…should have jumped on the contact tracing and isolating quicker. We had it under control and now we don’t.
We also are paying a big price for the anti mask I can gather in groups folks. Clearly they spread this the most.
Now with todays announcement we have a shot to get this under control.
We are shutdown for two weeks on Oahu starting Thursday
They are going to do aggressive testing and contact tracing.
They will have hotels to isolate those that need it.
This is it folks. We have a shot to get this under control.
While we go through this two weeks we need to come up with a reopening plan that includes realistic testing for tourists and traveling residents alike. We need to not worry about the self rightous “what about my freedoms/ I’m not wearing a mask” people….we don’t need their tourist dollars, there are plenty of good pragmatic tourists that would love to respectfully visit.
We need to look at the long term opening and impact of tourism and not panic and try and get as many people to return as quickly and cheaply as possible just to get the numbers back up.
Open up October 1st, communicate and plan for it.
Hi folks,
We love Hawaii, and miss the places and people. We have carefully watched the announcements about reopening. This is difficult for all. One suggestion I have would be to figure out how to market to families who may want a change of scenery since many kids are not yet going back to school, and one (or more parents) are working from home. How awesome would it be to do remote learning and work from Hawaii?
Thanks
Colleen
Hi Colleen.
Thanks.
Aloha.
We had a trip planned for end of September we have canceled but one house we were renting is keeping 10% of the deposit because we canceled before are last payment was to be made since Hawaii is closed to mainlanders I feel that we should have gotten it all back they are offering a voucher for the 10% amount for us to use at another time. Mahalo
We have been coming to Hawaii every year for about 20 years now. We love it there. We have always found the people so welcoming. However it sure does not seem like it now. I think the current governor has done a horrible job of handling Hawaii’s corona virus problem. People can’t blame Trump….the governors are the ones calling the shots. He fits in well with the other democrat run states. I know this virus is real but the cost of shutting down Hawaii as well as the rest of the country has been beyond devastating. There could have been some sort of testing put in place to be able to travel safely. We had reservations to fly to Hawaii in 3 days…obviously not going to happen. We are praying that we can plan another trip next year. We will come back but NOT if we are mandated to get a vaccine.
Part of why young people don’t vacation in Hawaii is because it’s over priced. You can fly just about anywhere in the caribbean for less than Hawaii. Flights, accommodations, food & activities are cheaper everywhere else. Besides that, Caribbean Island people welcome visitors spending their hard earned money. The beaches are just as good & in a lot of cases, the snorkeling is better. I feel less & less welcome in Hawaii in the past 3 trips.
Hawaii will never have to reinvent itself or remarket itself to me…I love it just the way it is. Can’t wait for Covid to be over, so I can return for a visit!!
After reading your article I’d question if the HTA is even needed?
It’s a poorly run organization with questionable spending practices and high employee turnover, yet over the past several years Hawaiian tourism has been at record levels.
Take the money budgeted for the HTA use it to help small tourist orientated businesses to reopen.
The only marketing campaign Hawaii will need to successfully reopen is: “Aloha welcome back to Hawaii” Maybe some videos of iconic Hawaiian locations with locals on surf boards, luau’s and scenic views saying “Aloha Welcome Back”.
Where do I need to send my resume for that 300k a year job?
The CDC just lifted their recommendation for a 14 day quarantine for out of the country and out of state travel. Will this change things for Hawaii?
Not likely. The Mayor of Honolulu just announced this morning that Oahu is back to a mandatory Stay At Home order for at least the next 2 weeks 😭😭😭
What do we want to accomplish? A return to unrestricted tourism.
How do we accomplish this? With a specific plan!
First: Hawaii has to implement a pretesting program using a fast-test (saliva based) with 10-15 minute results. Mandatory to get on an airplane for intra and interisland travel.
Second, it needs to hire me with the authority to implement the rest of the plan.
I’d come out of retirement to do this.
Regards,
professor jimB
Hi Jim.
Thanks.
Aloha.
I think what Hawaii needs to do is to sell authenticity. Cut back on the phony events and the tourista experiences and focus on the real hawaii. That does not mean closing the fancy stores but it does mean stop the Californification, stop the bulldozing of history to put up concrete canyons like another California with no soul and no heritage left. Hawaii will never be cheaper than Mexico but it has so much which can be sold without all the phony stuff. Nature, the environment, marvellous oceans, beautiful rainforests, Volcanic moonscapes even a real volcano. As everyone talks about the environment and the need to cherish it, this is something Hawaii can do so easily. Even Oahu has unspolied areas though Honolulu is a challenge. Still no reason to ban Waikiki as it is real, it has been there for 100 years of so. Just do not sell off the Natatorium War Memorial to Californicaters. Sept 2 after all marks 75 years of peace.
A good start would be allowing visitors to come to Hawaii unencumbered by a 14 day quarantine.
This all points to a dysfunctional state government as a whole. It appears that state organizations simply do not communicate with each other. A case in point is the long standing goal of managing or reducing tourism impacts while approving resort expansion plans and new building permits. As much as I really, really want to believe that there’s a plan, I don’t think there is.
Hawaii has spent over $2 billion on unemployment payments. This is borrowed money that needs to be repaid in 2 years. State revenues are in the tank due to lack of tax income, so the deficit becomes deeper and more difficult to manage (roughly $1 billion of tourism tax revenues have already been lost and that number grows by $5.5 million each day). I fear that our beloved islands will not be recovering in any significant way for many years (I really hope I’m wrong about that).
As admirable as your question is, I think the more critical one is “How do we extinguish this dumpster fire?”
A “dumpster fire”? No! It’s more like a raging forest fire with zero water to put it out!!! Perhaps a more realistic analogy since we’re surrounded by water … the Titanic! We’re sinking with no life boats to save us. Sound dire? Well it is dire!!!
Hello BOH,
I will say, that as an American, who comes from “the mainland”, I am tired of all the racism that some of the 10.2% of “native” Hawaiians spew towards their fellow Americans. Time to accept that Hawaii is part of the United States, and we are all in this together. It is time to stop letting the media, our politicians, and yes many of our community leaders drive a wedge between us. Hawaii is a beautiful state, in my opinion the most in all of the USA, but the vitrol that I have been reading in comments on Mauinow, BOH, and GoHawaii from those who seem to have a deep distain against their fellow Americans is disgusting. When I visit San Francisco, New York, or Las Vegas, I don’t have people hating me because I am visiting and spending my hard earned money to enjoy myself. Hawaii, you are a tourist destination. You rely on the BILLIONS of dollars that people spend to enjoy your state. You should be welcoming and actually thankful that people choose to do so. Think about what state you will be in over the next decades if the majority of people choose to go elsewhere? The sheer cost of living in such an isolated location will result in the state degenerating into a third world state nation, or you will move out and leave it behind. Accept that the attraction to visit Hawaii is no different than the Las Vegas Strip, Hollywood Blvd, Statue of Liberty, or Golden Gate Bridge.
As for Marketing slogan… Hawaii. More Aloha, less Inaina now.
Wow. And right on point.I am a Native Hawaiian and some clown had the audacity to say something to me that I didnt belong there. But now locals are calling the police and chasing down tourists. What the hell kind of place is that? Sadly the “Haole” racism is now right out in the open. One hand out begging for aid while the other hand calls the cops to report visitors. shameful.
Hey there,
I wholeheartedly disagree with the notion that a Hawaii-sponsored website “is the most basic tool for driving tourism no matter the destination.” I travel (pre-COVID) extensively and have been to Hawai’i every year since I was five (am now 47) and I have never once in my life ever been on a state tourism website. My travel inspiration / recommendations come from media outlets— social or otherwise. In years past, it would be have been from Travel + Leisure, NYT Travel section, or Condé Nast Traveller. These days, it’s more from Instagram— be it pages or people I follow— or word of mouth from similarly-minded friends. Perhaps older travelers or retirees would consider a tourism bureau as a first stop, but pretty sure people my age and younger don’t even such a thing exists!
I’ve spent countless hours in meetings working up strategic plans, mission statements, marketing visions, and similar documents – always under the supervision of a well-paid consultant. The end result is a happy consultant with a big paycheck and a vague document with no real value beyond PR. Then everybody goes back to doing what they’ve always done.
A plan that doesn’t include measurable goals and time objectives is useless.
As an owner of 2 vacation condos, this news is very disheartening. It seems that no real effort is being given to establishing tourism and a pre- travel testing program. The travel bubble concept offers no encouragement to us. If time and money are devoted to the bubble, what effort is being made for overall tourism. If October is very unlikely as a starting point, why doesn’t the governor give a realistic goal and a plan instead of doling out minor hope one month at a time? Trust has been lost by tourists and business people.
You have stated some good ideas in this article; however, it would appear that the people of Hawaii need to vote i some new government officials who will consider the economy and be able to develop a plan and provide some leadership.
we want to go to Hawaii, we lived there many year, but we cannot stay quarantined for 2 weeks plus go visit our Ohanas. Wont financially work. What can we do for you to get us up and going to Hawaii?
Well, if Disneyland, Knotts Berry Farm, and more are tests for how ready people are to go out and do things…their not. Once travel opens to Hawaii they had best plan on seeing maybe 40% of past travelers numbers in the foreseeable future. People are simply not going out far from home or work, you can see the massive empty parking lots at malls, big box stores, and more. Yes, there are those who simply don’t care about others and will go anywhere at any time, but that isn’t most of the general population. For all you who disagree, I’ll bet I can find 100 people who wouldn’t go for every one you can find who will. All tourism, Hawaii and everywhere else is going to severely impacted for a very long time. A vaccine won’t help, too much politics and worry its going to be rushed and not safe…50% won’t take it, and if its only 75% effective (or 50% like Fauci said) its not going to change the picture at all in respect to the pandemic. Maybe in two years…when vaccines with complete trials and marketed as “finally” safe and effective will come to market life will change…of course currently there is a whole lot of people who simply no longer have their previous financial ability to travel.
I am now questioning whether anyone in a senior position in the State of Hawaii or Big Island County government is remotely competent. The way they are handling visitation rules is embarrassing. Why don’t they turn over management to the tax revenue collection people. They are very good at collecting taxes on the property and vehicle I own, but cannot rent or visit.
How funny, great idea! Our property taxes on a relatively modest ($159 to $220 per night) vacation rental/personal use condo on Maui were just raised from $5000 to $6000 this year. I don’t really mind paying it, I think the Maui County needs the revenue. What strikes me funny is that this is one department that really does not mess around. They have a really good website, communication and collect every last penny very efficiently. I might add, I don’t think people understand how much property tax these vacation rentals pay, taxes for owner occupied are way less… as they should be. But, with no money coming in…
BOH, as usual, thanks for the info and perspective. We’d like to be able to rent, or come over ourselves and quarantine but can’t risks getting in a plane without people being tested first. Nor do I want to impact the health care system that is really pretty small.
Lani
Hi Lani.
Thank you.
Aloha.
Thank you, that is a really good question. Hawaii has beautiful landscape, best climate, and warm & friendly people. That sells itself, as long as bad policy or politics doesn’t get in the way. My answer would be to vote out the people currently holding office in Hawaii, and replace them with someone who can make a (intelligent) decision.
Best of Luck in the future, look forward to being back there some day.
Mahalo
Hi Charles.
Thanks.
Aloha.
I feel that the highest priority at this point has to be to get a testing program in place as soon as possible. If visitors are able to come with a negative test within 72 hours of flying, and then not have to quarantine for two weeks, it will make all the difference. Then, retest there with a rapid test, and people will be ready to go, and Hawai’i won’t have to mess around with bubble resorts and tracking people. If universities can do it, so can Hawai’i!
Once it does open up, the thing that will continue to hinder the growth of tourism will be the gouging of tourists to make up lost revenues. Some will be overt, other not so much, such as the pure profit “resort fees” which I predict will climb greatly. (It’s why I don’t go to the islands much any more, it just got ridiculous).
Get rid of all Democratic politicians in the state!
Yesterday, I booked a Maui trip for the end of January. If HI still requires a COVID test in January to avoid the 14-day quarantine, then I will need to cancel the trip because the hotel has a 7-day cancellation policy. I suspect that I’ll need to cancel the trip, but it’s cheaper to book now and cancel later rather than book at the last minute once the State finally gets its act together. I do have back-up trips booked for Mexico, so my vacation dollars will be going somewhere if Hawai’i continues to refuse to accept them.
1) Legalize pot growing for export.
2) Legalize gambling, an alternative to mandatory taxation.
3) After tourism restarts (post vaccine Q4 2021?)
a) Legalize recreational pot us
b) Legalize gambling on Hawaiian homeland (i.e. Indian casinos) under a share plan involving the State, HHL, and Hawaiian natives. Institute a revenue sharing arrangement that pays each legal “real” Hawaiian $$$ like Alaska does with the Oil Trust. Board of Governors comprise of equal parts of the three to administer payments using a strict formula.
Wow
Aloha-I love, love love Kauai and am very said that we had to finally cancel our 2020 trip. We have rescheduled for next spring. I won’t return however, even if it is safe until the state decides it truly wants me. Many official reports blamed many early virus cases on tourists. It has been proven that all the recent spike has been caused by locals.
These are the same locals that have said many times in these comments that they really don’t want us. Any ad campaign to win back tourism needs to be centered by a heartfelt apology for the misinformation spread by the state and vitriol spewed by locals that clearly don’t appear to want us.
Mahalo!
Hi Jon.
Thanks.
Aloha.
Until Hawaii can get their act together with the quarantine situation no amount of marketing is going to get me to return. I will not bother making plans in Hawaii until the pandemic is over. Hawaii has probably lost my $$$ for at least the next 4-5 years.
Thanks for including the info from the “strategic marketing plan.” Those goals are quite vague. I was hoping to see something measurable and concrete, such as “Return to Pre-Covid tourism volume within xxx years” and similar. Many reasons for vague goals/objectives, typically vague input and lack of direction from the authorizing organization. As someone who spent decades in public relations (including tourism destination marketing) the first question has to be: “What do we want to accomplish?”
Hi Michael.
Thank you.
Aloha.