Jess Ogg, GO C&I (left) won a Hawaii land package at last week's event and is seen here with GO C&I colleague Janeen Hodges and Darragh Walshe, Hawaii Tourism Authority Jess Ogg, GO C&I (left) won a Hawaii land package at last week's event and is seen here with GO C&I colleague Janeen Hodges and Darragh Walshe, Hawaii Tourism Authority

Hawaii to drive business events

The business events market will be one of the pillars of an integrated marketing campaign planned by Hawaii Tourism Authority in 2018.

The strategy, released to corporate, conference and incentive agents at a function in Auckland last week, will also include consumer, travel trade, public relations and social media.

Hawaii Tourism Authority’s Darragh Walshe says the campaign will aim to drive neighbour island and shoulder period visitation,

‘We are broadening brand to include food, culture diversity, outdoors and adventure,’ he says.

Despite being the highest growth market outside of the United States last year with 68,481 visitors, up 5.7%, the number of business events delegates from New Zealand decreased by 20.5%.

Recent research by Roy Morgan shows Kiwi awareness of Hawaii is strong but there is a perception that the destination is too expensive to get to.

However, with air capacity increasing by 49% from Quarter Two this year, agents will likely see even more competitive pricing on the route.

A number of luxury developments on Oahu were introduced at last week’s function.

Ritz-Carlton Residences is a new build and hotel brand changes include Hawaii Prince to Prince Waikiki, Waikiki Trade Centre to Hyatt Centric Waikiki Beach, Pacific Beach to Alohilani Resort and JW Marriott Ko Olina to Four Seasons Oahu Resort.