SPECIALIST operator The Hawaiian Dream is following in its rivals’ footsteps with the launch of a dedicated 24-page golfing programme for the islands.
Earlier this year, Hawaiian Travel Centre produced its first fully fledged golf brochure featuring a wide range of locations alongside its main programme.
Hawaiian Dream’s 24-page brochure, Stay the Best – Play the Best, will be available from January, offering packages on the five main islands with prices from £995. This is for a two-week multi-centre holiday including flights, accommodation and transfers.
Prices in its new main 2000 brochure lead in at £699 for seven nights.
Managing director Gerry Manser said: “We will be offering a Tournaments in Paradise programme whereby clients can play in scheduled golfing events on some of the best championship courses on the islands.”
Hawaii Convention and Visitors Bureau UK sales representative Julie Blisset noted that more Britons are starting to discover the islands as an alternative golf destination.
“Golf is a huge attraction in Hawaii, not only because the weather is so favourable but because the courses are dramatically scenic,” she said.
“They are also varied in their level of difficulty – we have everything from championship Professional Golf Association courses to local neighbourhood locations.”
Blisset said adventure tours are also becoming more popular among visitors who are looking for more than just a beach holiday. “The rainforest and volcano areas of the islands really lend themselves to some incredible hikes, and water-sport activities range from whale-watching in November to March, to diving in submerged volcanic craters,” she added.
Interest in specialist products such as sports and overall growth in bookings has led some operators to increase bedstock.
Sovereign Worldwide has slightly increased its four and five-star hotel range for 2000 following its Hawaii debut this year. It offers two properties on Ohau and one each on Hawaii, Maui and Kauai. The lead-in price is £979 for a week at the four-star Princess Kauilani on Oahu, including flights.
Sovereign Worldwide marketing manager Steph Pritchard said: “Sales surpassed year-one expectations so we increased our range of properties. Given customer demand, we will continue to review and develop the programme.”
Transpacific Holidays is expanding its new tailor-made Hawaii and South Pacific Islands brochure from 68 to 100 pages. Due out before the year end, it will feature more hotels and increased attention on the islands of Kauai and Maui.
Page and Moy is stepping up promotion of packages at the cheaper end of the market to rival comparable holidays to some Caribbean destinations.
Marketing director Patrick Cherry said this year’s three weeks for the price of two offer is being repeated next year, from £949 at the Waikiki Village hotel on Oahu in April and November 2000.
A 10-night package starting at £799 during the same months has also been added, as Page and Moy found that three weeks was too long a break for some of its clients. The lead-in price increases to £879 in January, £969 in May/June and £1,119 in July/August, including flights and taxis to and from the airport.
British Airways Holidays claims its business to Hawaii has increased by 55% since the state was given more prominence in this year’s America programme. It has nearly doubled its hotel choice to 14 properties on Oahu, Maui, Kauai and the big island of Hawaii, with flight-inclusive prices from £799 for a week.
The operator has also introduced two wedding-only packages, costing £439 and £899. Some tour operators are reporting a surge in the level of weddings and honeymoons business to the islands for 2000.
North America Travel Service has a dedicated programme to the islands. Managing director Ruby Briggs said: “We are seeing a major growth in weddings and honeymoons for next year. Many people have decided they want to get married in the new millennium year, and this is has spurred theinitiative. Hawaii is a also perfect destination for it.”
“Japan has always been Hawaii’s biggest market but numbers tumbled this year following the Asian economic crisis. Hotels have been only 40%-50% full. Instead of immediately turning to other markets, hoteliers were very slow to react and it’s only now they are starting to offer more attractive rates to the UK market. For travel agents, it is potentially a very lucrative destination as most clients who go to Hawaii stay in upmarket resorts. Many also include a stopover in Los Angeles, San Francisco or Las Vegas.”
Rob Haynes, long-haul productdirector, Premier Holidays
“Hawaii has been a bit out of fashion since the advent of exotic holidays in the Far East, but there is a renewed interest from the UK and numbers are coming back quite strongly. The islands are exotic, high-quality destinations which are attractively priced. With the exception of high-season rates, air fares have held steady, so Hawaii has not become more expensive. We have expanded our product for 2000 by introducing more upmarket properties and adding the island of Lanai, as well as moving the hotel selection up a grade. There is also less emphasis on lead-in prices.”
Stephen Hughes, managing director, Funway Holidays
“Hawaii is perhaps perceived as an expensive destination but it does offer excellent value for money – seven nights on Oahu start from only £751 in a three-star property. Also, because the islands are so diverse – from the lively, commercialised Waikiki Beach on Oahu to the lush green landscape of Kauai – they can appeal to a much wider audience. Furthermore, around 90% of our featured hotels offer great added-value features such as free nights, free breakfasts and free upgrades, plus other offers such as champagne on arrival for honeymooners and anniversary bookings.”
Zia Bapuji, product and marketing manager, United Vacations