How has Hawai‘i’s visitor demographic evolved in recent years?

Given the improvement in accessibility to Hawai‘i through increased flights from Asia, Oceania and Europe, we’ve witnessed a surge in international visitors.

More and more travelers are seeking authentic, localized experiences—what’s your strategy for staying relevant in the marketplace?

The most effective ways to stay relevant are to stay in close contact with industry partners and maintain a healthy level of curiosity about trends in the Hawaiian marketplace.

This trend of seeking localized experiences seems to be all about finding a personal connection with the place you are visiting. Another great tactic is experiencing the local lifestyle firsthand or learning about it through a journalist or social media influencer’s perspective.

What are some of the marketing programs you’ve spearheaded to reach and engage this new demographic?   

Our marketing efforts are primarily in collaboration with the Hawai‘i Visitors & Convention Bureau, which currently includes a culturally based “Hawaii Rooted” campaign and a New York initiative targeting millennials. Our marketing advisory committee, which is made up of marketing executives from our resort and activity partners, also helps direct our marketing efforts with their firsthand experiences and expertise.

In conjunction with our social media messaging, we’re launching a new “Did You Know” campaign to help keep our community informed of our current tourism initiatives. With the evolution of media from traditional journalism to that of social media influencers, we’re also creating strategies to balance our messaging among digital, print and social media platforms.

What advice do you have for the next generation of hospitality leaders?

Be flexible, open-minded, engaging and learn to accept change. Stay grounded and focused—listen to what other hospitality partners are experiencing in relation to their guests. Take advantage of opportunities to interact one-on-one with visitors and media.

In my experience, Hawai‘i has a very special way of connecting people, where you get the true sensation that we live in a small world. The discovery process of finding those connections is all part of the journey.

Through the years, I’ve been extremely fortunate to engage with TV production crews, journalists, media and hospitality industry executives, visitors and coworkers, which has helped provide great support and connections.

What other trends and industry dynamics have you observed doing communications and marketing for the tourism industry?

It’s been refreshing and inspiring to see the efforts to connect visitors with not only the local culture but also the environment through sustainability messaging and voluntourism opportunities.

With the continued transition from print to digital communications, including the rise of online booking, review sites and social media, everyone has a voice now. The expectation of immediate responses to questions and instant access to comments and reviews has reshaped marketing and communication efforts within the tourism industry. Hospitality and activity companies are also creating more and more brands and experiences to help satisfy all of the new curiosities and expectations of visitors.