| Journal: TWUK | Section: |
| Title: | Issue Date: 12/06/00 |
| Author: | Page Number: 39 |
| Copyright: Other |
Sunny outlook: the islands are blessed with year-round sunshine and a 97% approval rating from tourists
HAWAII
Hawaii has a lot to offer both the business and the leisure traveller but agents must learn how to sell it.
WHAT is the 50th state of the US, lies off the coast of California, has six main islands – each very different – and a US lifestyle but exotic appeal?Most people would answer Hawaii – and they would be right. But how many travel agents could honestly say they know enough about the destination in order to sell it properly to a customer?
Julie Blissett, UK representative for the Hawaii Visitors and Convention Bureau, said: “Hawaii is quite a complicated destination to sell anyway. You have to know six islands, where the resort areas are on each of them, what the attractions are, what hotels are offered and where the airports are located.
“If agents have been to Hawaii, they are more comfortable about selling it. If they haven’t, they may think the Caribbean is an easier product to book.”
But Blissett said there are benefits to be drawn from selling the Hawaiian islands – not least the 97% approval rating they receive from returning holidaymakers which is turned into a huge amount of repeat business.
Other selling benefits include Hawaii’s rating as one of the safest places in the US; a low crime rate; hotels to suit everyone – from bed and breakfasts to five-star luxury resorts; and US efficiency where everything works.
Because of this there is a high customer-satisfaction level and few complaints find their way back to travel agents.
Other advantages are the use of English, currency is US dollars and the attraction of a year-round destination.
“Hawaii is also a fantastic place for young people,” said Blissett. “Hotels have children’s programmes and restaurants provide separate menus.
“However, it’s still an exotic and tropical location and because of its Polynesian culture, Hawaii has the sense of a place that is not available anywhere else.”
The bureau attempted an agency training programme in the UK several years ago but Blissett said it crammed in too much information and agents were not ready for it.
Now she hopes to gain from an in-depth Hawaii agents’ course in the US later this year in order to adapt it for training in the UK.
Earlier this year, the HVCB produced a written course for agents in conjunction with United Vacations and United Airlines, which Blissett hopes to build on.
Blissett added she gets a lot of agents ringing the bureau’s trade line for answers to specific questions for customers in their shop. These can relate to getting married in Hawaii, the climate, the best time to go, and the whale-watching season.
“We don’t use a mailing house for distribution of information packs because people have different questions and needs,” she said.
“Their expectations of a holiday also differ widely, so we want to give people the right information to get the best out of their trip.”
Blissett urged agents to familiarise themselves with Hawaii’s Web site, www.gohawaii.com, if they have Internet access either at work or at home.
factfile
Hawaii information
Trade sales planner: a wide range of information on hotels, golf courses, ground packages,commission and maps of islands. There are separate brochures on special interests and activities: weddings andhoneymoons, golf, diving and other water sports.
Specialist operators include: The Hawaiian Dream, Hawaiian Travel Centre, Page and Moy, Jetlife, Transpacific Holidays, United Vacations, Virgin Holidays, North America Travel Service, Funway Holidays and British Airways Holidays.