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Hawaii Launches New Marketing/Visitor Campaign; Air Canada Student Flight Passes; WestJet Launches Edmonton-Atlanta Flights

 
The Hawai‘i Tourism Authority (HTA) has launched new targeted campaigns as part of its global marketing and visitor education efforts. The purpose of these initiatives is to reinvigorate responsible travel demand from key markets around the world to the Hawaiian Islands.

“We are being more assertive in our messaging strategy with inspiring campaigns that spotlight Hawai‘i’s people, culture and experiences unlike anywhere else in the world,” said Mufi Hannemann, HTA board chair. “We need to ensure that the Hawaiian Islands stay top-of-mind among travelers amidst the competitive global market, especially as we head into the summer and fall.”

“The People. The Place. The Hawaiian Islands.” uplifts Hawai‘i’s musicians, lei makers, chefs, farmers, culturalists, fashion designers, and others in their sectors that rely on a vibrant visitor industry. Some of the individuals who will be featured in the campaign in the coming months include Chef Kyle Kawakami of Maui Fresh Streatery; Meleana Estes, Creative Director and Author of Lei Aloha; and Kainani Kahaunaele, Musician and Educator; with others to follow.

“The People. The Place. The Hawaiian Islands.” is aimed at the Hawai‘i target traveler, defined as those who are eco-conscious, mindful of safety precautions, interested in learning about the culture of the places that they visit, and want to protect the Islands’ natural resources. The campaign will be deployed in the continental U.S. first through an integrated marketing effort leveraging earned, digital, social media, and travel trade education. While this campaign will have a heavier emphasis on supporting Maui, it will also build on each island brand and will be utilized by HTA’s global marketing teams in their respective markets and Hawai‘i partners worldwide.

“Redeveloping our higher-spending international markets, including Japan, is key to balancing our visitor mix throughout the state,” said Daniel Nāho‘opi‘i, HTA’s interim president and CEO. “The campaigns promote regenerative tourism by encouraging visitors to support our local businesses and enjoy a range of experiences that are accessible to them, while strengthening The Hawaiian Islands’ brand and travelers’ perceptions about Hawai‘i. These campaigns build upon the concept of educating visitors to mālama — care for Hawai‘i — which remains at the core of our efforts.”

The new campaigns mark the evolution in visitor education messaging focused on sharing the stories of Hawai‘i’s people, cultures and customs. In 2019 with “Hawai‘i Rooted,” HTA and its global marketing teams educated visitors prior to their arrival, while the “Kuleana” travel tips video series educated travelers on-island about how to visit safely and responsibly. In 2021, in the wake of the global pandemic, “Mālama Hawai‘i” was launched, inspiring visitors to take part in caring for the Islands and the community. 

Following the August 2023 wildfires on Maui, “Mālama Maui” encouraged travelers to return with respect and compassion. For tourism to best support the post-wildfires recovery, “Mākaukau Maui” launched to support residents who were ready to return to work by assuring visitors that Maui is ready to welcome visitors.

 

An outrigger canoe ride off Wailea Beach, Maui, Hawaii. Terence Tilbrook Photo

An outrigger canoe ride off Wailea Beach, Maui, Hawaii. Terence Tilbrook Photo

HAWAII SEEN AS SAFE AND SECURE

Most visitors see Hawai‘i as a safe and secure destination, a new study says.

The latest Visitor Satisfaction and Activity Survey surveyed visitors from U.S. West, U.S. East, Canada, Japan, Oceania, Korea, and China who visited Hawai‘i in the fourth quarter of 2023.

The Department of Business, Economic Development and Tourism recently released the results of its fourth quarter 2023 survey, which found that at least 95 percent of visitors from each geographic region rated the Hawaiian Islands as having met or exceeded their expectations. The majority of visitors said they are very likely to recommend Hawai‘i to their friends and relatives.

Overall satisfaction levels among visitors from all markets surveyed remained high, with 89.6 percent of visitors from the U.S. East and Canada rating their most recent trip to Hawai‘i as “excellent,” followed by 87.5 percent from U.S. West, 83.9 percent from Korea, 78.6 percent from Japan, and 78.5 percent from Oceania. First-time visitors from Japan gave higher mean scores than repeat visitors from this region.

More than 90 percent of visitors from all markets rated Hawai‘i as “excellent” or “above average” when it comes to being a safe and secure destination, including 99.0 percent from Canada, 97.8 percent from the U.S. East, and 97.8 percent from the U.S. West.

Of those surveyed, at least 58 percent of visitors from all markets indicated they were “very likely” to return to the state of Hawai‘i in the next five years, with U.S. West, Hawai‘i’s largest major market area, leading the way at 82.6 percent. Nearly three-quarters (73.5 percent) of visitors from Korea, followed by 65.4 percent of visitors from the U.S. East and 58.6 percent of visitors from Japan, said they are likely to return in the near future.

Similar to previous quarters, all markets surveyed cited Hawai‘i’s high vacation costs as the biggest barrier to returning in the next five years.

The latest survey results also showed that the experience on Maui among visitors from the U.S. and Canada improved since the devastating August 2023 wildfires in Lahaina. The percentage of visitors to Maui who rated their trip “excellent” increased to 87.8 percent among visitors from the U.S. West, 89.3 percent from the U.S. East, and 90.8 percent from Canada. Additionally, the percentage of visitors from these markets who said they are “very likely” to return to Maui in the next five years increased among the U.S. West (75.5 percent), U.S. East (62.1 percent), and Canada (67.5 percent). 

Visitors from all markets who went to Maui cited famous landmarks or imagery and natural beauty as their primary motivation to visit, followed by outdoor or sporting activities, and events.

AAA AWARDS FOR HAWAI’I HOTELS

 

The Four Seasons Resort at Wailea, Maui, Hawaii.

The Four Seasons Resort at Wailea, Maui, Hawaii.

The American Automobile Association has issued its hotel rating awards for 2024, and five properties in Hawai’I won coveted five diamond status. They are:

ESPACIO The Jewel of Waikiki, Honolulu, Oahu

Kona Village, A Rosewood Resort, Kailua-Kona, Hawai’i Big Island

Four Seasons Resort Hualalai, Kaupulehu, Hawai’i Big Island

Four Seasons Resort Lana’i, Lana’i

Four Seasons Resort Maui at Wailea

Among the dozens of hotels that won four diamond awards are a couple of my Maui faves, the Ritz-Carlton Kapalua (here’s a story I wrote about the hotel’s club lounge) and the Wailea Beach Resort by Marriott, where I stayed last year.

The Shops at Wailea, Maui’s premier dining and shopping destination, has announced that Wolfgang’s Steakhouse by Wolfgang Zwiener opened its doors to the public on April 12. The steakhouse “offers an unparalleled dining experience, impeccable service, and classic ambiance. Guests can look forward to savoring Wolfgang’s Steakhouse signature USDA Black Angus Prime Beef, fresh seafood, a variety of appetizers, side dishes, and a curated selection of fine wines within a customized restaurant design that creates an atmosphere of new age elegance.”

 

AIR CANADA STUDENT FLIGHT PASSES

 

Whether it’s for summer break, holiday travel, school breaks, or visiting family and friends, being present for those moments is essential. But when friends and family live on the other side of the world, sometimes it’s difficult to pick which celebrations to fly back for. 

Thanks to the Air Canada Student Flight Pass, reuniting with loved ones is now even more accessible, so you don’t have to choose which memories to be a part of. The Air Canada Student Flight Pass is not only convenient but designed to help students maximize their travel flexibility with locked-in pricing and flexible booking options while keeping cost savings top of mind. 

From May 6 to the 31st, 2024, Aeroplan members who are Canadian residents registered in a Canadian school can purchase either a four or six credits Flight Pass to select Flight Pass zone locations such as Seoul, Paris, London and more. Credits allow you to lock in your price and are valid for 12 months from the date of purchase, giving you the flexibility to plan your reunions with ease. Terms & Conditions apply. 

How it works: 

  • Select available zones include: 
    • Canada: multiple destinations 
    • Asia: Hong-Kong (HKG), Tokyo (HND), Tokyo (NRT), Seoul (ICN) 
    • France & United Kingdom: multiple select destinations 
    • Europe & North Africa: multiple select destinations   
    • Brazil: São Paulo (GRU)  
    • Colombia: Bogotá (BOG)  
  • Flight Pass credits allow you to lock in your price and are valid for 12 months from the date of purchase 
  • Aeroplan members can opt for Economy Standard or Economy Flex 
  • Peak surcharge will apply for the Standard fare option during the holidays 
  • Credits can be purchased in two different wallet sizes: 
    • 4 credits for 1 traveller 
    • 6 credits for 1 traveller 

WESTJET LAUNCHES EDMONTON-ATLANTA ROUTE

WestJet’s first-ever Atlanta to Edmonton flight took off on April 29.

The launch of the airline’s exclusive service marked a critical milestone in growing Edmonton’s direct transborder travel options to one of the world’s largest global hubs.

“Our new route to Atlanta, will bolster incredible connectivity for Edmonton, stimulating critical new opportunities for the city’s vibrant business sector and visitor economy to grow and thrive,” said John Weatherill, WestJet executive vice-president and chief commercial officer. “With year-round service, we are opening up Edmonton to the world and the world to Edmonton with convenient access to a mega-global hub, which hosts more than 1,000 flights per day to more than 200 international and domestic destinations.”

Flights from Edmonton depart at 12:45 Mountain Time and land in Atlanta at 7:06 a.m. Return flights depart Atlanta at 9:05 a.m. and land in Edmonton at 11:50 a.m.

 

TOP WORLD COUNTRIES FOR AMERICAN GEN Z’ERS THINKING OF LEAVING THE U.S.

 

Mount Maunganui, New Zealand. JIM BYERS PHOTO

With recent Gallup polls indicating that 30% of young Americans are considering leaving the US, New Zealand has been ranked the top country for Gen Z to study, work and adventure, according to research by EduBirdie, an all-in-one website for students’ needs.

New Zealand leads globally in work-life balance, a key priority for Gen Z, and stands out for friendliness and political stability. Australia follows closely, celebrated as the friendliest country worldwide, with a reputation for a healthy work culture and plenty of adventures. Canada ranks among the top three destinations for Gen Z, acclaimed as the world’s second-best for career opportunities and ranking among the top five for education and hospitality.