Concierges — who stand on the front line of the state's No. 1 industry — say today's tourist is more price-conscious, adventurous and well-informed.

While tourist attractions like the Arizona Memorial and Diamond Head are still popular, concierges say, visitors increasingly want to go where local people are.

Concierge Sandi Maruyama sends guests at the JW Marriott Ihilani Resort and Spa to plate-lunch places in Kapolei and 'Aiea. Mark Omori of the Hyatt Regency Waikiki Resort & Spa refers visitors to Kailua and Lanikai and tells them where to get loco mocos.

"A lot of people have asked me: 'We don't want just what we see in the tour books. We want to experience a day in your life,' " said Omori, concierge at the Hyatt's Regency Club. " 'Where would you go for shave ice on a hot day? What beach would you go to?' "

Growing interest in local culture is among trends that concierges at a handful of Hawai'i's major hotels have identified.

"People are more interested in local culture," said Omori, who has worked as a concierge for 17 years. "I've got Japanese people asking me about loco mocos now. ... We have to suddenly find out where do they serve loco mocos later in the evening and things of that nature. So they really want just more local experience versus something superficial. And not just Hawaiian but local experience as well."

Maruyama agreed.

"They just want to get a better feel of the Islands and the people," she said. "They'll always add, 'Outside of places where people regularly go to, where would you go?' ... It could be one of our Filipino locations in Kapolei and they'll say, 'That place was really good. We enjoyed it.'

"They don't care if it's a hole-in-the-wall location or takeout location. They just want to go down where we would go to."

Omori also said there's a resurgence in interest about the history of the Islands. "Six or seven years ago, I would send maybe two or three people a day to the Polynesian Cultural Center. Now it's closer to 10, 11, 12 couples or families," he said.

What the concierges observe is consistent with what tourism officials have been preaching.

"That goes right along with what we've been saying and marketing to," said Rex Johnson, president and CEO of the Hawai'i Tourism Authority. "It's not so much just lay on the beach. It's get out and mix with the locals and really try to understand the place."

Jane Keanona Bailon, chief concierge at the Sheraton Waikiki Hotel, said guests — particularly Japanese — have become more price-conscious.

"In the past ... if they went to a restaurant, they would want a reservation; it doesn't matter what the cost was," said Bailon, who has worked at the Sheraton property since it opened in 1971 and has been concierge for 20 years. "But over the years, they're more conscious of cost. They want to go to (places) like Food Pantry ... and purchase groceries. ... They're looking for outlets now."

Omori from the Hyatt agreed that visitors' spending behavior has changed.

"I think they realize they have more options now," he said.

"They don't necessarily need to go out to dinner every evening. We've had people go to Shirokiya and buy bentos and come back to the hotel and eat.

"I think they're more conscious about where they spend and what they spend it on. You don't see people going into Chanel or Gucci on a consistent basis. They still go and buy, but it's not the willy-nilly, take the whole set kind of thing. It's more of a conscious decision: 'We have certain things that we want to do, but yet again, we don't want to blow all our money on one thing just yet.' "

Johnson of the Hawai'i Tourism Authority, where the goal is to attract higher-spending visitors, pointed out that overall visitor spending is up this year compared to last year. At least some of that can be attributed to higher hotel room rates.

Outrigger Reef on the Beach concierge Sheryl Nu'uanu has seen an increase in the romance market, typically a higher-spending group. She said she's been helping more guests arrange weddings and marriage proposals, and has had more requests for rose-petal sprinkling and chilled champagne in rooms.

Nu'uanu also said she's seeing more inquiries for "extreme" sporting activities, like shark diving, sky diving and parasailing.

Bert Momotomi, director of guest services at the Hilton Hawaiian Village Beach Resort & Spa, agreed that there's more interest in adventurous activities. He said visitors are also leaning more toward outdoor activities and staying fit.

"A lot of people ask about hiking trails, even jogging trails, nearby," he said. "People are on vacation, but they're still looking at staying active and staying healthy while they're here."

He also said the Hilton's spa and fitness facility, as well as its healthy dishes, are popular.

Denise Kanda, concierge at the Hilton Waikoloa Village on the Big Island, said she's sending more guests on tours of local farms.

Reach Lynda Arakawa at larakawa@honoluluadvertiser.com.