Hawai'i's tourism industry impresses travel agents
| • | Japan's business image hurts tourism |
By Kelly Yamanouchi
Advertiser Staff Writer
Jill Bellows hadn't been to Hawai'i since the mid-1980s. As a travel agent for Travel Registry Inc. in Southern California's Woodland Hills, Bellows said she remembered Hawai'i as "tacky" and said she had been telling her customers that Honolulu is kind of like Los Angeles.
But last week, when Bellows was here with more than 3,000 others for the American Society of Travel Agents annual convention, she saw a new side of the Islands — and she was favorably impressed.
"I never liked Hawai'i before," Bellows said. "I thought the Waikiki area was getting tacky. But now I understand it. I'm really enjoying it. ... Honolulu has improved 100 percent. It's so clean now. It's really pleasant, and I will come back again. I can be more enthusiastic about selling it."
Bellows, who took a course to become a certified Hawai'i specialist during the convention, said about 15 percent of her business is travel to Hawai'i, "but I think that's going to go up now," she said.
Bellows wasn't the only one. After more than a week of putting on its best face for thousands of travel agents, Hawai'i's tourism industry appears to have made a good impression that could yield significant gains in the months and years to come as travel agents sell Hawai'i.
Many of the thousands of travel agents here last week said they were impressed with the friendliness of people in Hawai'i and the variety of attractions for visitors, and will be returning to their clients with a new enthusiasm for selling trips to the Islands.
Long-anticipated as a chance for Hawai'i to get a jump-start in the travel industry's recovery, the American Society of Travel Agents gathering went smoothly, organizers said. And now that it's over, it's time to wait for the real impact. According to the association, host cities have reported a 10 percent to 25 percent increase in tourism business between one and five years following the convention.
Timing is critical to the long-term benefit. The convention was scheduled for a week after the Society of American Travel Writers conference also held in Honolulu. The more than 150 writers who attended the first conference are required to produce a story on Hawai'i in the next two years.
"It was a one-two punch," said Frank Haas, marketing director for the Hawai'i Tourism Authority. "As we get motivated, excited travel agents selling Hawai'i, their customers should be seeing great news stories and great pictures of the destination, so it should make the sale complete."
An eye-opener
Travel agents in town for their convention noted the improvements in Waikiki and how clean the streets were, they spoke highly of the transportation system and said they appreciated how safe Hawai'i is.
The good impression didn't come by accident. As ASTA delegates, "we were treated like royalty," said delegate Peter Magurean.
The Hawaii Visitors & Convention Bureau invested $1.1 million in the event and raised an additional $1.6 million in sponsorships.
It amounted to a week of entertainment, dining, free flights and sightseeing for the travel agents. They enjoyed the convention's Sunday night event at the Waikiki Shell, where the Kamehameha Schools Children's Chorus performed songs from the Disney's "Lilo & Stitch."
They raved about a 'ukulele performance by Jake Shimabukuro during an opening ceremony and an event at Fort DeRussy where dozens of Hawai'i chefs cooked dinner for them. On Thursday, hundreds flew for free on Aloha Airlines and Hawaiian Airlines to Neighbor Islands for more sightseeing.
Bellows, who has been an ASTA member since 1975, said the convention was one of the best the organization has ever held, partly because of the location.
"The transportation worked for a change — that's always been the big bone of contention, and it's been absolutely marvelous here," Bellows said.
Roberts Hawai'i provided buses every 15 or 30 minutes between the convention center and hotels, and also shuttled delegates to evening events. Roberts Hawai'i president and chief operating officer Troy Iwamoto said Hawai'i "will reap many rewards and benefits" from hosting the convention.
Jim Palermo, a sales representative with Y'alla Tours in Portland, Ore., and an exhibitor at the convention trade show, also liked the public bus system and said even the cab drivers were friendly — one shared pictures of his children.
Several travel agents said there were areas that could be improved. They said eating out was too expensive, especially at hotels they frequented. "Those restaurants are outrageous," Palermo said.
Another complaint: Restaurants of any kind were difficult to find around the convention center, where their event was held.
But most were pleased with their stay here and had the most praise for the kindness of the people they met.
"Everybody's been incredibly friendly," said Erika Christ, a delegate from Alexandria, Va. "I hope to come back with my husband someday."
Bud Arenz, a Hawai'i specialist with travel agency AATPA Inc. in Meadow Vista, Calif., visits Hawai'i several times a year and said, "The local attitude towards the tourists has greatly improved. We're hearing that from our customers."
Some were so impressed that even residents — who already truly appreciate the Islands — might have wondered if it was some other Hawai'i the travel agents had seen.
Jeanie Fraser, a research librarian from Mountain View, Calif., who is looking for work with a travel agency, said she last visited the state 25 years ago and came to the ASTA convention to see Hawai'i.
"Now it's a very cosmopolitan, sophisticated city, but still with a very laid-back approach," Fraser said. "Everybody has been so warm and hospitable. You can tell when someone's from the Mainland because they're grumpy and rude."
"I see a very wonderful and sincere laid-back style. I would say don't change it," said Magurean, adding that he would not like to see a modern or "technologically hip" Hawai'i.
After seeing Gov. Ben Cayetano speak to the group, Magurean said, "He exemplified to me what aloha was — openness and sincerity. You just thought that you knew him all your life."
Follow-up is key
Cheryl Williams, director of sales and resorts for Starwood Hotels & Resorts Hawai'i, said the convention was a success and that she and her staff will follow up with agents with personal sales calls, direct marketing, e-mails and possibly booking incentives, and she expects to see a return on the investment in bookings at hotels.
"The opportunity to welcome these agents who represent thousands and thousands of potential visitors to Hawai'i is a great opportunity," Williams said.
Liz Culkin, ASTA's vice president of meetings and conventions, said she heard many positive comments from delegates, including compliments on the friendliness of people, entertainment and transportation.
Barbara Kerrin, a travel agent with Town & Country Travel in Sacramento, Calif., spent Tuesday at Hanauma Bay instead of going to the convention seminars and talks.
"What you guys have done there is just fabulous," said Kerrin, who sends five or six clients a week to Hawai'i and said about 40 percent of her business is travel to Hawai'i. She called the newly renovated Aston Waikiki Beach Hotel "so laid-back and wonderful."
More than 300 delegates stayed at Aston properties. Aston president Kelvin Bloom said Hawai'i made a positive impression on the agents. "However, if there was one element we would have liked to have influenced a bit more, it would just be to have more travel agents in Hawai'i," Bloom said.
Kerrin said some of her clients want to visit Mexico because they've been to Hawai'i too many times, "but I'll still try to talk them into Hawai'i," emphasizing the safety of the location.
About 180 agents attended Hawai'i specialist seminars, and about 150 attended each of the five seminars on various islands, according to the Hawai'i Visitors & Convention Bureau.
"I think it will have huge impact in our visitor industry," said Brigid McDonnell, who helped organize the event for the visitors bureau.
At a conference seminar on O'ahu, O'ahu Visitors Bureau director of travel-industry sales Stacey Martin gave some background on the island and the local culture, as well as dozens of activities to sell to clients. The goal: To bring visitors here and keep them for as long as possible.
"The next time your client thinks of this island, you have to have them feel the potential before they even decide how many nights they're going to stay," Martin told the travel agents. She urged them to compile a list of "insider tips" on O'ahu attractions such as Makapu'u Point and Shark's Cove at Pupukea Beach Park.
"Maybe you've sold Waikiki for three nights without a car. Gosh, you've got a different island to sell now," Martin said. "Your clients will say, 'What was I thinking, planning only four nights for O'ahu? I've got to book at least seven.' "
Waikiki shines
Martin also told the agents that after complaints about Waikiki losing its appeal, "We learned our lesson. We went through our growing pains. Everything here is new." She said the visitors bureau will keep them updated on the progress of Waikiki's revitalization, including Outrigger's $300 million Beach Walk renovation project.
Martin encouraged them to think of Hawai'i as a parent, the different islands as its equally-loved children with different personalities.
"When your client asks you the most unfair question: 'What is the best island?' For those of us that live on the Islands, it breaks our heart," Martin said.
Some travel agents were quite convinced by Martin's presentation.
"There have been times where I sold O'ahu as 'You meet here and then you go out,' " said Phebe Sandberg, a travel consultant from All Wynds Travel Inc. in San Mateo, Calif, where about a third of business is travel to Hawai'i. "You feel it's more of an island now than just a clump of commercial buildings. ... I think you have to do it more than three days now."
Sandberg, who has been to Hawai'i at least seven times, said she visited Waikiki last week, "and I have the feeling it's been cleaned up."
Delores Pavicic, a travel agent from Custom Travel Cruises 'N Tours in Fargo, N.D., was last in Hawai'i 30 years ago and was impressed with Hawai'i.
"The food has been superb, the friendly spirit," Pavicic said. She said it would be easier to sell trips to Hawai'i "because it will show on our faces what we think."
Still, many travel agents said high prices for trips to Hawai'i in the last year have led visitors to choose Mexico or the Caribbean instead.
Pat Perkins, from Great Fares Travel in Rancho Cordova, Calif., said about 75 percent of her business is travel to Hawa'i, amounting to about 200 clients a year.
Clients reluctant to go to Hawai'i "will say they've been there before," Perkins said. "We need to encourage them to go to the other islands and explore."
She said after returning home, she wants to tell her clients about condominium resorts in Hawai'i for families, museums to visit and culinary offerings here.
Donna Madson, from Yellowstone Tour & Travel in West Yellowstone, Mont., was on her first trip to Honolulu and said she planned to return home and show the rest of the employees in her office all of the materials from the convention.
"We'd like to do a lot of incentives in our office. You know, 'Let's see how many trips we can sell to Hawai'i," Madson said.
Terrie Mitchell, also from Yellowstone Tour & Travel, said coming to Hawai'i for the conference would help now with selling Hawai'i vacations.
"Now we can go back and say, 'Guess what, we're excited about it,' whereas before, our clients would ask, 'Where is this?' and we'd say, 'We don't know. We're from here, too,' " Mitchell said.
Sawsan Azar, a travel agent from Albadiya Travel Agency in Amman, Jordan, said it's difficult and expensive for Jordan residents to get visas for travel to the United States, but that she planned to start selling travel to Hawai'i.
"I think they could get their money's worth," Azar said. "They should come, especially for honeymoons."
Kathryn Richardson, from Gemini Tours Inc. in Richmond, Va., said some clients have asked about Hawai'i but she has never booked travel to the Islands.
"I plan to when I get back," Richardson said. "So far I love it, and I plan on coming back."
Reach Kelly Yamanouchi at 535-2470, or at kyamanouchi@honoluluadvertiser.com.
