Niche marketing sells Hawaii
Niche marketing by agents and tour operators has helped Hawaii have its best year ever in tourism, says Marsha Weinert, the state’s tourism liaison.
“In working with our travel sellers – agents and tour operators and others – we have been able to build our niche markets with packages and by other means,” she told TravelMole.
Growing niche markets include weddings and golf. Hawaii also offers diversity, she said.
“Each of our islands offer something different and unique. Our diversity is a positive for travel sellers especially because they can tailor a vacation specifically around what their clients are looking for,” she said.
Ms Weinert expects a continuing clearer definition between products and islands in the future.
“Kauai is definitely an outdoor natural environment for someone who wants quiet and solitude and natural beauty. Maui, on the other hand, we are positioning at the high-end with lots of activities and attractions,” she said.
Hawaii has an advantage in that it is perceived to be international even though it’s part of the US, Ms Weinert said.
Hawaii’s future growth will come largely through the cruise industry, she said.
Hawaii is seeing growth from various parts of the US, but mainly the eastern states. The state’s popularity has been spurred by three television shows being filmed on the main island of Oahu. Recent movies such as “First 50 Dates” and “Dragonfly” have also helped popularize the state.
Report by David Wilkening
David
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