04 May 2016
Six out of 10 Australians book their Hawai'i holiday through a travel agent, more than twice the rate for Aussies booking other long-haul trips.
Australian Country Manager for Hawai'i Tourism Oceania (HTO), Kerri Anderson, said the latest Roy Morgan Hawai'i holiday tracking survey revealed that 64 percent of Australians used a travel professional to plan and book their last Hawai'i trip, compared to 27 percent for other long-haul travellers generally.
Speaking at HTO's annual Aloha Down Under roadshow, which will see a record 28 Hawai'i tourism operators meet with over 500 travel agents nationally, Ms Anderson said the importance of the traditional travel agent had not diminished despite the increasing range of booking options.
“Couples and families are the largest groups travelling to Hawai'i and as we all know, the pressures of work and family life often means we are extremely time poor so having someone else take care of all the holiday arrangements is an attractive option,” Ms Anderson said.
“When most travellers think of a Hawai'i holiday, they want to soak up the Aloha spirit - relax, reconnect with their loved ones and worry about nothing more than what they're going to pack.
“So it's no surprise that being able to walk into or call a travel agency and say 'I want to go to Hawai'i' and know that everything is taken care of certainly cuts down on pre-holiday stress.”
Ms Anderson said the research also revealed that Australians' awareness of Hawai'i was at an all-time high, increasing six percent in the last six years, and following a record 2015 for visitors. Australians who visit Hawai'i also go back with forty-five percent returning within five years and Australia continuing to remain the island destination's third largest international market.
“Shopping, relaxing and dining continue to be the most popular holiday past times, however Aussies are also more likely to take part in a range of outdoors activities - from watersports, to adventure and nature - when visiting Hawai'i more than other long-haul destinations,” Ms Anderson said.
In other data released this week by the Hawai'i Tourism Authority, visitor arrival figures for the first quarter of 2016 revealed that numbers remained steady compared to January-March 2015, while expenditure, days and length of stay all increased.
“Australians stayed an average 9.6 days in Hawai'i and spent US$2691 per person per trip, 9.4% up year-on-year, an indication that the softer AUD hasn't dampened Aussies' love affair with the Aloha State,” she said.
“This provides great opportunities for us to promote the range of experiences across the Hawaiian Islands, such as food, nature, culture and events and continue to position Hawai'i as far more than a 'fly, flop and shop' holiday destination.”
Photos from Hawai'i Tourism Aloha Down Under Media lunch at Bennelong Restaurant, Sydney Opera House, Tuesday 3rd of May and Trade Event at The Westin, Sydney Tuesday 3rd of May
- Tourism operators and Hawaii Tourism Oceania at Aloha Down Under Sydney Event
- Germaine's Lū'au performers- Chelsea Clement, Josh Magarro ( dancers) and Joey Akana
- Germaine's Lū'au performance- as above
- Hawai'i Tourism and Island Chapters as follows left to right;
Chris Sadayasu – Brand Manager, Oceania Hawai'i Tourism Authority
Janaya Birse, PR Manager Hawai'i Tourism Oceania
Teresa Cosgrove, Hawai'i Island Visitors Bureau
Maile Brown- Kaua'i Visitors Bureau
Sherry Duong – Maui Visitors Bureau
Karishma Chowfin- O'ahu Visitors Bureau
Kerri Anderson- Country Manager Australia, Hawai'i Tourism Oceania
