THE Hawaii Visitors and Convention Bureau is planning a UK agents’ educational trip to the islands next year to try to generate more trade interest in the destination. This follows disappointing attendance by retailers at previously held roadshows organised by the bureau in conjunction with tour operators.
The lack of response is causing concern that many agents are not sufficiently familiar with the product at a time of increasing business to Hawaii.
UK general sales agent for the Hawaii Visitors and Convention Bureau Julie Blissett, said: “It is a priority for everyone involved in selling Hawaii to be well informed on the destination.
“We have held roadshows with great support from our tour operators but, unfortunately, the attendance by the retail segment has been very poor.”
She said the bureau has now joined with United Vacations and parent United Airlines – the main carrier serving the islands – in setting up a training initiative for agents which will result in places on an educational in November 2000.
A training manual has been prepared for sales staff who, on completion of the course, can enter a prize draw to be included on the trip.
Blissett added: “We have always believed in training front-line and reservation agents on the product and still regularly conduct destination training seminars both independently and with tour operators to Hawaii as part of their roadshows and training efforts.”
Several marketing initiatives are also in the planning process for 2000, dependent on sufficient UKfunding being allocated.
This will be the first year the UK has received fixed funding from Hawaii.
Blissett declined to reveal any specific amount, but said that the UK has performed consistently well over the past few years and that a further investment in that growth will only benefit the islands further.
A total of 80,220 Britons visited the Hawaiian islands in 1998 – up 4.5% on the previous year – and Blissett said indications so far for 1999 show that this trend is set to continue.
“We are hoping to reach 100,000 visitors by the end of 2000 should the present rate of growth out of the UK continue,” said Blissett.
She added that the average length of stay in the islands for a British visitors is almost 11 days.
Contact box
Hawaii Visitor and Convention Bureau
P.O.Box 208
Sunbury on Thames,
Middlesex TW16 5RJ
Trade support line (for details on the training programme) Tel: 020-8941 8166.
Updated information on the islands can be accessed from the bureau’s Web site: www.gohawaii.com