Tourists respond to personalized vacations

By Katherine Nichols
Advertiser Staff Writer

Annette Kaohelaulii can't see her desk. And for that, she feels lucky. It's covered with phone numbers and paperwork for visitors requesting her services in steadily increasing numbers.

"I'm so busy, I can't keep track of things," said Kaohelaulii, who plans personalized itineraries for ecotourists. She started Annette's Adventures in 1996, and said her business has risen nearly 50 percent over last year.

Kaohelaulii, who is also on the board of directors for the Hawaii Ecotourism Association, believes her success is the result of the unique service she offers, her ability to target niche markets and the strength of the Mainland's recovery.

Kaohelaulii's business is not the only one being helped by the steadily growing number of visitors from the Mainland. Nearly eight months after the terrorist attacks, tourists from the Mainland are infusing all areas of the state's tourism industry and providing a much-needed boost to offset other, still-lagging areas: despite some temporary swings above and below, the number of visitors arriving from North America remains stabilized at pre-Sept. 11 levels.

The primary source of the rapid improvement is the West Coast. Visitors to Hawai'i from the U.S. West dipped 20 percent below previous-year levels after Sept. 11, but rebounded quickly. While visitors from the East Coast remain 5 percent to 10 percent below last year, the past couple of months show a 3 percent to 4 percent growth in visitors from the West Coast.

Hilton Hawaiian Village has noticed the trend. Its 25-percent dip in the Japanese market is now offset by the 25-percent increase in visitors from North America, many of whom originate in the U.S. West.

"From February on, it has felt like business as usual," said Paula Imamura, public relations manager for Hilton Hawaiian Village. Imamura credits the conventions the hotel has attracted. "We have more meeting and convention space than any other hotel, so we really get the rewards of having those big groups."

The time share segment has also enjoyed a robust period since Sept. 11, appealing to repeat visitors who predominantly come from the West Coast, according to Bryan Klum, director of marketing for Hilton Grand Vacations Club.

Stan Brown, vice president for Pacific Islands for Marriott International, predicts that the J.W. Marriott Ihilani Resort and Spa will finish the year 25 percent above last year, with a high room rate holding strong. He said that about 75 percent of Ihilani's clientele is from North America, where the company is devoting 20 percent more marketing money this year.

Many of those dollars go to the West Coast to lure consumers with the world class spa, cuisine, golf course and Hawaiiana guest activities.

Whether it's catering to thousands or arranging the perfect getaway in nature, those in the tourism industry who know what they do best and market accordingly appear to be having the best results.

"I'm doing very niche kind of stuff," said Kaohelaulii, 62, who scouts nearly every place she recommends, then earns a commission from the vendors. She also caters to women over 55, which she said is one of the largest segments of the traveling public. Yet she asked, "Do you see any advertising for Hawai'i that would appeal to that group?"

After she placed an advertisement in a niche market magazine and altered her Web site to highlight birds and birding, the phone didn't stop ringing.

"It's my concern that the tourism authority has been very heavily weighted toward mainstream tourism," she said. "And that's not what we need here." Especially when the biggest market — the U.S. West — often revolves around repeat visitors.

The way to get repeat visitors to spend money, she said, is to offer personalized vacations that connect tourists to the land and the people of Hawai'i. She believes visitors are not enjoying activities they would want to experience again.

"That's what I'm trying to do," she said of her desire to make every visitor feel special. And she will, as soon as she cleans off her desk.