Changes noted in Japanese tourism

By Kelly Yamanouchi
Advertiser Staff Writer

Japanese tourism appears to be on the rebound but to keep the business, Hawai'i tourism executives should focus on improving customer service and recognizing changes in Japanese consumers.

That was the message during discussion of marketing to Japanese tourists at the state's hospitality and lodging industry expo yesterday.

The annual Hawaii Lodging, Hospitality and Foodservice expo is expected to draw about 6,000 people during its two-day run at the Blaisdell Center. Today is the second and final day of the event, which is open only to industry members.

The expo features more than 500 exhibits of products and services targeted at buyers in hospitality and related industries, ranging from "people who run lunch wagons to owners and managers of resorts," said event director Ken Kanter.

About 100 of the 327 companies with exhibits are from outside Hawai'i.

Consultant Tim Sullivan with Japan Interface, who led the discussion on marketing to Japanese tourists yesterday, said there are reasons to be optimistic, citing the rollout of a marketing campaign by state contractor Hawai'i Tourism Japan, strong travel during the recent Golden Week holidays and strong bookings for the August Obon season.

Companies wanting to capitalize on the rebound in Japanese tourism need to realize that Japanese customers are changing, Sullivan said.

"They're getting more adventurous," he said. "They're getting more conscious about saving money."

Recognizing these changes and targeting Japanese consumers in new ways, Sullivan said, can yield a competitive advantage as Japanese tourism rebounds.

Still tourism executives should keep in mind that Japanese are "some of the world's most finicky customers," Sullivan said.

When asked what American businesses do wrong in dealing with Japanese customers, a common response is that "Americans break their promises," including overbooking a hotel. "When they break their promises, they don't apologize. And they make excuses," Sullivan said. That leads to losing business.

Although Japanese tourism still is picking up, overall the tourism industry in Hawai'i is thriving. This year's strong attendance at the annual expo is a good indicator of that, Kanter said.

"The economy is stronger, there is optimism, and people are investing more in expanding operations," Kanter said. "They're taking risks and buying new products."

Brenda Martin Ellis, a territory manager with carpet manufacturer Shaw Contract Group which exhibited carpets for the hospitality industry yesterday, said when the economy is slow businesses "always try to get one more year out of [their carpet]."

But now, "People seem to have more confidence in beginning to open up new projects," Ellis said.

Jalene Hitzeman, a contract sales manager with Shaw's local carpet dealer, Prospec Contract, said that confidence is evident in the rise in carpet sales.

"The economy in hospitality is definitely on an upswing," Hitzeman. "Our biggest problem these days for the hotels is finding down times to install. Occupancy rates have been doing pretty well."

Reach Kelly Yamanouchi at kyamanouchi@honoluluadver tiser.com or 535-2470.