Hawaii
SCREEN GODDESS
Hawaii’s islands still have that star quality reserved for special occasions, and although discounts are scarce commission is high for those who know how to sell its multiple appeal, says Peter Ellegard
legendary police drama Hawaii Five-0 after 30 years with a new TV series being aired on Sky1. Also helping to keep the Pacific island
H
chain firmly in mind will be the fourth incarnation of the Pirates of the Caribbean movie series, On Stranger Tides, which was filmed in Hawaii. It hits UK cinema screens in mid-May. To capitalise on the exposure and
increasing public awareness and interest in the destination, Hawaii Tourism Europe is working with tour operators to boost available
awaii is once again getting prime- time exposure, thanks to the return to the screen of
product in the UK and is also stepping up its efforts with the trade. The launch of a new trade website last month is being followed by a sales mission at the end of summer, an operators’ fam and possibly even an agents’ fam. For agents selling Hawaii, there is some huge commission potential available. Holidays are generally longer than to other destinations because of the distance involved, and clients often see such a trip as an extra special holiday, whether it is a honeymoon, anniversary or just a once-in- a-lifetime visit.
Operators stress that the islands have wide appeal, too. Not only do they have the wow factor with their sun-kissed beaches, exotic vegetation and
Polynesian culture, but they also offer
adventure, spectacular scenery and boast some of the world’s finest resort hotels, many with spas.
Added to that, as a US state, Hawaii has an infrastructure unmatched in the rest of the region. In short, it
combines the exotic and magical appeal of the Pacific with the best quality and hospitality America has to offer.
With flights and arrivals
from its largest market Japan, expected to be significantly impacted by the recent Japanese earthquake
38 May 2011 •
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and tsunami disaster, Hawaii is looking to boost visitor numbers from other markets to offset the decline (April’s projected shortfall in Japan arrivals was 45 per cent, with May and June still 35 per cent and 30 per cent down respectively). However, efforts are being concentrated
on key markets such as Korea, Australia and China. So operators say there are unlikely to be any special offers in the UK market. Indeed, Virgin Holidays product manager Mark Meredith says domestic tourism from the US has picked up, while airline capacity from the US has not been increased, so there are no cheap deals on flights even if the hotels had spare capacity. If anything, prices may increase, he warns. It seems value will need to be stressed over price.
What’s New Oceania Cruises (www.
oceaniacruises.co.uk) has added Hawaii and the South Pacific to its winter 2011/2012 cruise programme. It’s a new destination in the cruise collection, which features 16 new itineraries. American Safari Cruises has also
introduced a new eight-day Hawaiian Seascapes adventure cruise aboard its 36-passenger vessel Safari Explorer, with a cruise from Maui to the Big Island calling at Molokai, Lanai and Molokini from December 19-26 2011, and the reverse itinerary from December 27 to January 3, 2012, available through North
Hawaii is where the whole surfing phenomenon began (left). Clockwide from top left on facing page, eating al fresco on Oahu's northern shore; a little gentle kayaking; some Maui music; Volcanoes National Park; a Kauai garden; local crafts; and the traditional face of Hawaii
Selling Tip
Hawaii beaches have won the annual America’s Best Beach title 12 times since expert Dr Beach, Stephen
Leatherman, began ranking them 20 years ago
HTA
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