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.
James B
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.
Beat of Hawaii
Hi Jim.
Thank you.
‘
Aloha.
Craiger
James B…I like your thinking!
Glenn W
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
Beat of Hawaii
Hi Glenn.
Thanks.
Aloha.
Nita C
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
CM
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!
Beat of Hawaii
Hi CM.
We just really don’t know at this point. Sorry to not be able to guess better.
Aloha.
Tammy W
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.
Sheryl B
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.
Mark G.
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
ElenaI
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.
Barbara C
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!
Comments are closed.
Aloha!
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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!