The Hawai‘i Tourism Conference explores the latest marketing trends for 2017

Virtual reality was the hottest topic at the conference. The Hawai‘i Tourism Authority (HTA) unveiled Hawai‘i VR, a virtual tour experience designed to promote tourism to Hawai‘i. Using Google Cardboard headsets distributed by HTA, attendees viewed a variety of 360-degree live-action footage of Hawai‘i, including an intimate hula performance at Kilauea and a catamaran sail with views of Kaua‘i’s Na Pali Coast.

FACIAL RECOGNITION

HTA and Expedia teamed up to introduce new software that collects consumer data via webcam. Users watch videos of various visitor experiences in Hawai‘i, and the software uses facial recognition technology to create personalized vacation packages based on their reactions. The program then leads viewers straight through to an online booking platform.

DIGITAL MEDIA TRENDS

New trends appear every year in digital marketing, and this year the conference explored how emerging immersive technologies like Canvas, 360 Video and Facebook Live is changing the way we use digital media.

SOCIAL MEDIA INFLUENCERMARKETING

The most consistent marketing message was the importance of utilizing individuals with large followings on social media. From power bloggers to Instagram-savvy celebrities social media influencers should definitely be top of mind when it comes to marketing Hawai‘i to potential visitors.

EAT TO PROMOTE HAWAI‘I

One of the most surprising revelations from the conference was the O‘ahu Visitors Bureau’s new marketing promotion in New York. In order to develop a long-term brand with 25- to 34-year-olds, the agency is showcasing Hawai‘i’s culinary scene using ambassador chefs and digital and outdoor marketing alongside new events such as Pokemania, Mai Tai Makeover and Luau 2.0.

Don’t forget to save the date for the 2017 Hawai‘i Tourism Conference, which will be held September 19 through 21 at the Hawai‘i Convention Center. Visit hawaiitourismconference.com for more info.