Tight finances replacing fear as travel deterrent

By Kelly Yamanouchi
Advertiser Staff Writer

Fear of traveling because of the war and terrorism is gradually subsiding, and could mean better times ahead for Hawai'i tourism.

But consumers still harbor reservations about flying and are preoccupied by the struggling economy, according to new survey results.

The survey of 1,000 people, commissioned by the Hawai'i Visitors & Convention Bureau, focused on Mainland consumers and was conducted from April through early July.

The results indicate that demand for Hawai'i vacations has been relatively stable since April despite concerns about the Iraq ear, SARS and terrorism.

HVCB plans to use the results to target its marketing and advertising to those willing to travel to Hawai'i.

Visitor figures show Mainland travel has remained relatively strong while tourism from Japan dropped 33 percent in April and nearly 40 percent in May compared with the same months a year ago.

According to results from NFO Plog Research, 36 percent of those surveyed in April said they changed their vacation travel plans because of war or threat of war, and 32 percent cited the threat of terrorism in the United States.

The numbers dropped this month with only 11 percent changing plans because of war and 10 percent blaming the threat of domestic terrorism.

While concerns about geopolitical events are easing, consumers' money problems are growing as a dampening factor in travel plans.

In April, 40 percent said their changes in travel plans were because of "personal economic conditions." That grew to 44 percent in July.

Nearly one-third of travelers wanted to stay close to home in April, when effects of the war with Iraq and SARS were in full swing. That reluctance dropped with 19 percent this month reporting they want to stay close to home, an encouraging sign for far-off destinations.

But less encouraging for Hawai'i is that 46 percent of people want to travel by car or train instead of by plane. Twenty-eight percent of respondents said they are not comfortable flying and 10 percent are changing plans to avoid air travel. About 28 percent said they are flying less because it's too inconvenient and time-consuming.

While 80 percent see Hawai'i as a safe place, only 15 percent said this month they plan to travel to Hawai'i in the next year, a figure that has remained relatively steady in the past four months.

Meanwhile, about 35 percent say they are likely to take in Las Vegas, 26 percent are likely to visit New York City and 20 percent to travel to Orlando.

More than 75 percent of travelers are more interested in relaxation than lots of activity.

"We're communicating the relaxation and rejuvenation aspects of a Hawai'i vacation," said Barbara Okamoto, HVCB vice president for customer relationship management. "People are looking for a break from the stress of daily life."

The margin of error for the survey was not immediately available.

Reach Kelly Yamanouchi at 535-2470, or at kyamanouchi@honoluluadvertiser.com.