U.S. Market
Market Overview
The U.S. West and U.S. East are Hawai‘i’s two largest source markets for visitors. The U.S. West market includes visitors who travel to Hawai‘i from the 12 states west of the Rockies, and the U.S. East includes all other states. Hawai‘i Tourism USA’s plan continues to focus on attracting the visitors who know the islands and want to mālama (take care of) Hawai‘i during their visit by getting to know the island and its people, forming a deeper connection with Hawai‘i’s culture, traveling mindfully, including supporting local businesses.
Strategy
-
Deliver targeted communications to both attract the right profile of visitors to Hawai‘i, and subsequently manage their engagement/impact while in destination through consumer direct messaging and PR.
-
Continue to support the travel trade through strategic marketing, training, and education initiatives; and align with qualified travel advisors who deliver the desired Mindful Hawai‘i Target Travelers and cultivate them as effective advocates for Hawai‘i.
-
The marketing campaign will continue to evolve as it continues to shape the kuleana of "mālama" with content that has a more direct call-to-action and educates visitors - showing them how they can create an impact via the appropriate channels based on their travel journey and engagement.
-
Collaborate with partners so that the messaging and experience are seamless after they book their trip, when they are en route, and while they are in Hawai‘i.
