Australian visitation to Hawaii dipped last year but repeat visitation grew and major trade engagement is planned for 2020.
Data released last year showed that close to 40% of all visits to Hawaii from Australia are booked through travel agents.
On Thursday evening, at the annual Ohana update in Sydney, Hawaii Tourism Oceania (HTO) presented latest visitor statistic results to trade and industry partners.
HTO trade engagement in 2020 will include trade education (online and face-to-face) and attendance at selected travel conferences. Trade events will include Month of Lei and the Aloha Down Under Roadshow, plus plenty of travel agent famils – especially luxury, multi-island and specialist famils.
HTO’s country manager Australia, Giselle Radulovic, said Hawaii received 288,464 Australian visitors last year, down 11%. She said the US dollar had been strong throughout the year and increases in air services generally, including direct to the US mainland, had given consumers more choice.
Attending the Ohana update. Left: Karen Macmillan, Hawaiian Airlines Director of Sales for Australia and Partnerships Manager for Australia and New Zealand; with Tania Rauhihi, Manager – Events, Amex Global Business Travel Meetings & Events
Once Australians visit Hawaii, however, they want to return. Repeat visitation rose by +2% to reach 152,000 – even though air lift fell by -3%.
Spend per person per day by Australians in Hawaii is USD 265 (currently very close to AUD 400). Spending on entertainment and recreation increased and the average length of stay remained consistent at 9.48 nights.
Traditional entertainment at Hawaii Tourism Oceania’s annual Ohana update in Sydney
In the Oceania region (consisting of Australian and New Zealand travellers) visitor satisfaction with Hawaii is very high, with 82% satisfied, 98.1% likely to recommend the destination and 96.1% likely to return.
Radulovic revealed HTO’s target audience. The average age of Australian visitors to Hawaii is 36 years old, with 29% visiting as a couple, 24% visiting as a family with children and 20% visiting with other family or family and friends.
Hawaii has strong emotional equity and band momentum compared to other destinations in its competitor set. It is considered more than a tropical getaway and is associated with awe-inspiring nature and adventure. It’s seen as an ideal family and friends destination.
Integrated campaigns in 2020 will focus on adventure, nature, culture, multi-island holidays and responsible tourism; experience-led strategy – itineraries, curated experiences across the islands.
On the MICE (business events) front, Radulovic said HTO would not attend AIME this year but would concentrate on the Hawaii Down Under Roadshow, which will be held next month (March), followed by industry conferences and trade show and the multi-island annual MICE famil.
Key vertical segments for MICE (business tourism) activity in 2020 will include third-party meeting planners, automotive, entertainment/media, healthcare/medical, sports and franchise/direct selling.
Surveys show responsible tourism is big in people’s perception of Hawaii. Partnership with non-profit environmental company Sea Cleaners will continue. Strategy will include distribution of HTA kuliana videos (like the one below), editorial and advertorial content.
In the Oceania region (consisting of Australian and New Zealand travellers) visitor satisfaction with Hawaii is very high
Written by Peter Needham
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