Waikiki Beach, Honolulu: not just a sun, sand and surf resort
MAINSTREAM tour operators are starting to put Hawaii in the same price band as the cheaper end of the Caribbean market – but with superior quality hotels into the bargain.
One example is Jetlife Holidays, which has just produced its first standalone Hawaii programme, offering a week in the Pacific islands for just under ú600, including flights. Two weeks start at around ú750.
The breakthrough comes as more flight options and connecting US gateways appear on the market, and the Hawaii Visitors Bureau is planning to raise its UK promotion budget.
Julie Blissett, UK director for the bureau, said: “Established companies are realising the potential that Hawaii has to offer, and are looking at their existing customer base for business. They want a good range of product with plenty of options, and that is exactly what the destination can offer.”
She said she was pleased that more operators were putting a realistic price against the product, which would help to dispel the notion that Hawaii is an expensive destination, despite a minimum journey time of 17hrs from the UK.
Blissett added: “A lot of people choose it as a dual destination, and there is a different school of thought as to whether it should be marketed in its own right or as an add-on to California. An increasing number of Britons want to get straight to the destination, which can be reached the same evening from the UK, and then stop over on the US west coast on return.”
In terms of accommodation standards, Blissett claimed the ratio of five-star hotels in the islands was higher than almost anywhere else. Properties were based on US standards, and even mid-range hotels offered more facilities than the equivalent in the Mediterranean.
Blissett said other favourable factors included a strong dollar exchange rate, an English-speaking destination and good year-round appeal in terms of a favourable climate. This would attract Britons who have been to Florida and were looking for another warm destination.
“There are now more connections out of the West Coast because Hawaii is considered a strong domestic route for all major US airlines. Prices are competitive,” she added.
Another strong selling point for the HVB is that there are now so many ways to get to Hawaii from the UK. As well as the daily UK-West Coast connections, including Hawaiian Airlines’ own services, Blissett cited options by Continental Airlines as one example.
Through flights are offered to Hawaii from Gatwick, Manchester, Birmingham and Glasgow via the airline’s hub in Newark. Transpacific service is nonstop from the New York airport, as well as from Continental’s Dallas hub – also served from the UK.
Canadian Airlines said it is also supporting the UK-Hawaii market with keener-priced operator fares via Toronto and Vancouver. United Airlines has the widest range of options with connecting flights at its Chicago, Washington, New York, Denver and Los Angeles hubs, followed by Delta, American Airlines and Northwest.
Hawaiian Airlines operates from Los Angeles and Seattle, and has just launched more direct services to Maui and Hawaii from LA. With this increased activity, Blissett said she was looking forward to receiving increased funds for promotion and agent training, although she was unable to reveal any figure.
A new marketing body, the Hawaii Tourism Authority, was recently created to devise a new promotional formula based on the additional budget. Blissett said: “Hawaii has sat back on its laurels for many years. We have discussed the possibility of co-operative advertising with operators and we also want to look at doing a training programme with agents.”