INDUSTRY COMMENT


WILLIAM GRIFFITH Director of Tourism Bermuda Dept. of Tourism “Traditionally we have been


perceived as an expensive destination but we now have properties that cater to all budgets and the trade should be aware of our various price points. Also, until May 31 they can tempt clients by pushing our Compliments of Bermuda promotion that sees guests receive a $500 credit for every five nights they spend on the island. This can be booked through tour operators or direct with participating hotels.” See the Bermuda feature, page 50


DAWN PARR Botswana Tourism “For honeymooners, or romantic couples of any age


wanting privacy and unrivalled wildlife experiences with a touch of luxury, there is no better destination than Botswana. Five- star lodges in remote locations, often catering for less than a dozen guests and all providing the ultimate in wildlife interaction away from the crowds, are our speciality.” See the Romantic Africa feature, page 32


STEVE HARTRIDGE EDITOR


welcome I


TO SELLING LONG HAUL


t’s a little hard to believe but the United States has never had a national marketing campaign, until now. In fact, you may well already have seen the initial tangible results of this as the first


Brand USA TV advertisements were due to air on May 1. Backed by Land of Dreams, performed by Johnny Cash’s daughter, Rosanne, the advertisements – just part of a multi-media campaign – are designed to get more UK visitors back to America. This is in response to a 37%


decline in the US’s share of international visitors since 2000, little surprise given the huge long-term marketing spend by scores of rival holiday destinations over recent years. Latin America is one such


FEATURE HAWAI I


HAWAII Surf and Skirts


The USA’s Pacifi c outpost has landscapes, beaches and tropical vibe to tempt but the clincher should be its appeal as a twin with Las Vegas or California, says Jonathan Hart


T


here’s nothing quite like a major star in a Hollywood movie to stimulate interest in a


far-flung holiday spot. Take George Clooney, star of The


Descendants, who has been helping to spread the word for Hawaii. The theme of the recent movie may be


sombre but the magical backdrop of idyllic beaches, swaying palms and bronzed bodies beautiful has been helping to keep this exotic destination’s own holiday star in the ascendant through these turbulent economic times. Born of volcanic eruptions in the mid-


Pacific Ocean, a five-hour flight from the US West Coast, Hawaii has long been a


region and this issue of Selling Long Haul has no fewer than three separate features looking at Panama, Cancun and Central America (see pages 40-45). Another big spender has been Abu Dhabi; see page 24-26 for a full update. But with or without Brand USA, Selling Long Haul has long shown


huge commitment to the US and this issue alone features coverage of Scottsdale, Kansas & Oklahoma, Alaska and Hawaii. We look forward to playing our part in helping the US to bring back its missing international visitors.


favoured location for movies or TV series. The crashing surf, verdant meadows and mountainous allure of these 132 mostly uninhabited islands traditionally have been enhanced by its screen presence. The fact that President Barack Obama


is a frequent visitor to his birthplace here merely adds to Hawaii’s mystique. More fundamentally, America’s 50th


state provides the reassuring products and qualities of the mainland with the added bonus of the distinct people, culture landscapes and activities that comprise its principal holiday options. These range from sleek spa resorts and grass-skirted hula parties to pony


trekking and hiking live lava trails across the main visitor islands of Oahu, Maui, Hawaii (the Big Island) and Kauai, supplemented by the quiet and peaceful Lanai and Molokai. Voted by a sample of 1,700 UK


travellers in a recent survey as one of their top 10 dream destinations, Hawaii represents an easy sell among honeymooning travellers, according to UK operators, as either a standalone or combined with the mainland US. They say additional commissionable options for agents are to build Hawaii


Training = sales =


Boost your knowledge of over 100 products and destinations and watch your sales fi gures soar...


Log on now to get access to all our programmes, plus the latest news, competitions & incentives from our training partners www.traveluni.com


Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20  |  Page 21  |  Page 22  |  Page 23  |  Page 24  |  Page 25  |  Page 26  |  Page 27  |  Page 28  |  Page 29  |  Page 30  |  Page 31  |  Page 32  |  Page 33  |  Page 34  |  Page 35  |  Page 36  |  Page 37  |  Page 38  |  Page 39  |  Page 40  |  Page 41  |  Page 42  |  Page 43  |  Page 44  |  Page 45  |  Page 46  |  Page 47  |  Page 48  |  Page 49  |  Page 50  |  Page 51  |  Page 52  |  Page 53  |  Page 54  |  Page 55  |  Page 56  |  Page 57  |  Page 58  |  Page 59  |  Page 60  |  Page 61  |  Page 62  |  Page 63  |  Page 64  |  Page 65  |  Page 66  |  Page 67  |  Page 68