marketing effectiveness study: 2014 – 2015 wave 1 …by marketing concerns under contract with the...
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MARKETING EFFECTIVENESS STUDY: 2014 – 2015 WAVE 1 REPORT
Daniel NahoopiiDirector, Tourism Researchwww.hawaiitourismauthority.org
Hawai‘i Convention Center1801 Kalakaua AvenueHonolulu, Hawai‘i 96815
1
Table of Contents
SECTION PAGE NUMBER
PURPOSE AND METHODOLOGY 3
REPORT STRUCTURE 7
EXECUTIVE SUMMARY 9
CHARTS - SUMMARY – ALL MARKETS 11
CHARTS - EASTERN U.S. MARKET 38
CHARTS - WESTERN U.S. MARKET 83
CHARTS - CANADIAN MARKET 128
CHARTS - JAPANESE MARKET 173
TABLE OF CONTENTS
2
PU
RPOSE
AND
METHO
DOLO
GY
The purpose of this study is to measure and evaluate the effectiveness of the marketing efforts conducted by marketing concerns under contract with the Hawai’i Tourism Authority.
This study, conducted since 2003, provides insight into the overall intention to travel to Hawai’i, brand valuation, and measurement of specific, separate attributes for Hawai’i’s major marketing areas of U.S. West, U.S. East, Canada and Japan.
The major goals of this study are to understand:• Consideration of Hawai'i as a destination• Importance of key attributes• Preference for Hawai'i• Preference for Hawai'i by behavioral segments• Opinions of Hawai'i vs. Competitive destinations for each major marketing area:
– Eastern U.S. (Florida, Costa Rica, Puerto Rico, California, Mexico, Caribbean, Las Vegas and Europe)
– Western U.S. (Alaska, Costa Rica, Australia, Mexico, Caribbean, Las Vegas and Europe)– Canada (Florida, Arizona, Australia, California, Mexico, Caribbean, Las Vegas and Europe)– Japan (Australia, China, Guam/Saipan, and Korea)
In addition, the study tracks data on the topics as well:• Intention to/or actual visits to Hawai'i• Hawai’i travel patterns and visitor profiles (Accommodations, Length of Stay, Frequency, Satisfaction)• Indication of reasons for not intending/considering Hawai'i
RESEARCH OBJECTIVES
3
Purpose and Methodology
An online survey of approximately 15 minutes in length was conducted between October 27, 2014 and November 3, 2014. Each survey was presented in the language of the surveyed country or was localized, if necessary, for countries where English is the primary language.
Qualified respondents from each major marketing area were required to meet specific requirements for inclusion in this study:
• Eastern U.S. – Live in the states of North Dakota, South Dakota, Nebraska, Kansas, Oklahoma, Texas,
Minnesota, Iowa, Missouri, Arkansas, Louisiana, Wisconsin, Illinois, Tennessee, Mississippi, Michigan, Indiana, Kentucky, Alabama, Ohio, West Virginia, Georgia, Florida, Pennsylvania, Virginia, North Carolina, South Carolina, New York, Vermont, New Hampshire, Maine, Massachusetts, Rhode Island, Connecticut, New Jersey, Delaware, Maryland, Washington, D.C.
– Have taken a Leisure trip by air of 500 miles or more in the past 12 months– Household income of USD $75,000 or more– 18 years of age or older
• Western U.S.– Live in the states of Alaska, California, Oregon, Washington, Arizona, Colorado, Idaho,
Montana, Nevada, New Mexico, Utah and Wyoming– Have taken a Leisure trip by air of 500 miles or more in the past 12 months– Household income of USD $75,000 or more– 18 years of age or older
RESEARCH OBJECTIVES
4
Purpose and Methodology
• Canada– Live in the provinces of British Columbia, Alberta and Saskatchewan– Have taken a Leisure trip by air of 500 miles or more in the past 12 months– Household income of CDN $75,000 or more– 18 years of age or older
• Japan– Live in Japan– Have taken and international Leisure trip in the past 24 months– Household income of ¥2,000,000– 18 years of age or older
Respondents who indicated they intend to travel to Hawai’i within then next 24 months will be re-contacted in November 2016 to determine if a trip was actually made. Actual re-contacts may be lower than reported here due to attrition in the panel.
Wave 1 respondents are as follows:
RESEARCH OBJECTIVES
Marketing Area Completes Re-contact in October 2016
Eastern U.S. 604 144Western U.S. 604 311Canada 608 317Japan 603 274
5
Purpose and Methodology
For some analyses respondents are segmented depending on how they responded to questions regarding destination characteristics considered when making travel decisions and whether or not these characteristics pertain to Hawai’i. Following are the definitions for each segment. The definitions are meant to define travelers who prefer certain types of vacations.
RESEARCH OBJECTIVES
Learning(Hawai’i selected for
4+ factors)
Pleasing Environment
(Hawai’i selected for 4+ factors)
Romantic(Hawai’i selected)
Family(Hawai’i selected)
Culinary/Dining(Hawai’i selected)
Language(Japan Only)
(Hawai’i selected)
It has unique scenery unlike anywhere else
It is a good place to get away from it all
It is romantic It is a good place for family and children
It offers quality culinary and dining experiences
It is easy to communicate in my native language
There are many historic and cultural things to see and do
The environment is clean
Offers authentic experiences
It is a safe and secure place
It has a variety of unique experiences and activities
It’s a good value for the money
There are always opportunities to discover new activities and experiences that make you want to return again and again
It provides a sense of relaxation, a place to unwind and get re-energized
It offers a differentexperience than other places
The local people are friendly
The history and culture are intriguing
It is easy to get there
It is easy to navigate and get around
It is a good place for shopping (Japan Only)
6
REPO
RTSTRUCTU
RE
Data will be presented in five major sections. The first section includes a Summary comparing relevant data from each of the four market areas. This will be followed by detailed data for each market area – Eastern U.S., Western U.S., Canada and Japan. The exact wording of the survey question used to compile each chart is included at the bottom of each chart within the individual market area.
Excluding the Summary section, charts in each set of the market sections appear in the identical order. Since the Summary section includes only data that can be compared across all markets, some charts have been excluded; the progression, however is maintained. Charts in each market section appear in the following order:
• Demographics – Age• Demographics – Median Age• Demographics – Income• Demographics – Median Income• Demographics – Long Distance Overnight Trips in Past 12 Months (Past 24 Months for Japan)• Demographics – Median Number of Long Distance Overnight Trips in Past 12 Months (Past 24 Months for Japan)• Destination Consideration for Next Leisure Vacation• Reasons for Taking a Leisure Vacation• Attributes Important in Choosing a Destination• Attributes Important in Choosing a Destination (Importance vs. Applies to Hawai’i)• Destination Attributes – Competitive Comparisons (competitive destinations vary by market)• Destination Attributes – Competitive Comparisons (point differences)• Impression of Hawai’i
RESULTS PRESENTATION
7
Report Structure
• Impression of Hawaii by Segment• Hawai’i Visitation by Segment• Visitation – Competitive Destinations• Planned Visitation – Competitive Destinations• Planned Visitation to Islands of Hawai’i• Planned Accommodations• Reasons for Not Visiting Hawai’i• Lifetime Visits to Hawai’i• Reasons for Returning to Hawai’i• Reasons for Returning to Hawai’i – Segment Comparisons• Year Last Visited Hawai’i• Month Last Visited Hawai’i• Islands’ Share of Nights in Hawai’i• Nights in Hawai’i• Average Spending in Hawai’i• Travel Party Size• Hawai’i Excellent Rating• Likelihood of Returning to Hawai’i
RESULTS PRESENTATION
8
Executive Summ
ary• With an average age of 47, Canadian visitors are the oldest and at 44, Western U.S. visitors are the youngest. Eastern U.S.
and Japanese visitors are similarly aged at 45 years.
• Travelers to Hawai’i from all markets tend to be more affluent as their average annual household incomes exceed the national averages in each of their respective countries.
• Hawai’i is at the top of the consideration list for both Western U.S. and Japanese travelers. Hawai’i is number two behind Europe on the consideration list for Canada and number four among Eastern U.S. travelers behind Florida, the Caribbean, California, Las Vegas and the U.K.
• Among the 18 attributes (20 for the Japan market) important in choosing a leisure destination, Hawai’i meets or exceeds expectations among Eastern U.S. visitors as being romantic; among Western U.S. and Canadian visitors as a good place for family and children and as being romantic; and among Japanese visitors as a good place for family and children, a great place to get away from it all, as being romantic, a great place for shopping and ease of communicating in the travelers native language.
• While there is variance among the markets, most have the impression that Hawai’i is able to deliver high levels of relaxation and romance, recreational activities (including water sports, zip lining, snorkeling, hiking, biking, etc.), family friendly activities and State or National parks and beaches. Shopping is also rated highly among the Japanese market.
• Between 40% and 50% of visitors from all markets, excluding the Eastern U.S., have visited Hawai’i in the past 36 months and of those between 50% and 65% have visited in the past 12 months. Only about 20% of Eastern U.S. visitors have visited in the past 36 months with about 30% visiting in the past 12. Eastern U.S. visitors are most likely to visit Hawai’i inthe Summer, while those in the Western U.S. are most likely to visit in the fall. The Canadians are least likely to visit in the Summer and visitors from Japan travel fairly evenly throughout the seasons.
• A majority of visitors from the Western U.S., Canada and Japan plan to visit Hawai’i again in the next 24 months, with about 70% planning to do so in the next 12 months. Only about 25% of Eastern U.S. visitors plan to visit in the next 24 months and about half of those plan to do so in the next 12 months. The primary reason Eastern U.S. visitors seem to be lagging behind the other markets is the cost of airfare and hotels as well as the time it takes to get to Hawai’i. They feelthey can get a better value at other destinations.
HIGHLIGHTS
9
Executive Summ
ary
• A majority of visitors from all four markets plan to visit O’ahu on their next trip to Hawai’i. Similar percentages of visitors from the Eastern U.S., Western U.S. and Canada also plan to visit the islands of Hawai’i and Maui. Visitors from Japan overwhelmingly plan to visit O’ahu and, while they plan to visit the other islands at a much lower rate than they do O’ahu, they plan to visit all islands except Kua’i and Moloka’i at a greater rate than visitors from the other markets.
• Visitors from all markets primarily plan to stay in a hotel. Visitors from Canada, however are least likely to stay in a hotel and most likely to stay in a condo.
• As might be expected, at about five visits, visitors from the Western U.S. have made the most lifetime visits to Hawai’i, followed by Canadian visitors also at about five lifetime visits and Japanese visitors at about four. Visitors from the Eastern U.S. have only made between two and three visits to Hawai’i in their lifetimes.
• Visitors from all four markets keep returning to Hawai’i because of its stunning natural beauty, the great weather and great beaches. They also feel it is safe and they love to experience the culture. Canadians also feel that Hawai’i is a great value and have noticed that there are more flights from cities closer to their home.
• At just about $4,800, Japanese visitors spend the most per trip which is likely due to the large percentage that is spent on shopping. Among all markets they have the largest share of spending for shopping. A large portion of their travel dollar also goes toward transportation. Canadians spend about $4,100, which is likely due to the their longer length of stay –about 12 days. Similar to the Canadians, those from the Eastern U.S. stay about 9 days and spend about $4,100. Western U.S. visitors spend the least on transportation and thus spend the least overall - about $3,500.
• Visitors from all four markets rate their last visit to Hawai’i 6.5 or higher on an excellence scale of 8 and, excluding the Eastern U.S., one-third or more say they are very likely to return in the next 24 months. Almost 40% of the Eastern U.S. visitors say they are somewhat or very likely to return to Hawai’i in the next 24 months.
HIGHLIGHTS
10
CANADIAN MARKETSUMMARY - ALL MARKETS
11
Summ
ary –All M
arketsDEMOGRAPHICS - AGE
44.8
43.7
46.6
44.6
Eastern U.S. Western U.S. Canada Japan
12
Summ
ary –All M
arkets
Respondents were asked to provide Annual Household Income in the currency of their country. Following are the Average Household Incomes of respondents from each region or country.
• Eastern U.S. (U.S. Dollars) $140,000
• Western U.S. (U.S. Dollars) $147,000
• Canada (Canadian Dollars) $133,000
• Japan (Japanese Yen) ¥807
Travelers to Hawai’i tend to be more affluent as their Average Annual Household Incomes exceed the national averages in each of their countries.
DEMOGRAPHICS – AVERAGE HOUSEHOLD INCOME
13
Summ
ary –All M
arketsDESTINATION CONSIDERATION FOR NEXT LEISURE VACATION
Eastern U.S. Western U.S. Canada Japan
1. Florida (41%)
1. Caribbean (41%)
2. California (37%)
3. Las Vegas (27%)
4. U.K. (24%)
4. Hawai’i (24%)
4. Other Europe (24%)
5. Italy (22%)
5. Other (22%)
6. Mexico (18%)
7. Costa Rica (16%)
8. France (15%)
9. Switzerland (13%)
9. Puerto Rico (13%)
9. Germany (13%)
No Trip Considered (3%)
1. Hawai’i (54%)
2. Other Europe (36%)
3. Las Vegas (31%)
4. Alaska (30%)
4. Australia (30%)
4. Caribbean (30%)
5. Italy (28%)
5. France (28%)
6. U.K. (26%)
7. Mexico (25%)
8. Germany (20%)
9. Other (19%)
10. Costa Rica (17%)
11. Switzerland (8%)
No Trip Considered (4%)
1. Europe (38%)
2. Hawai’i (36%)
3. California (35%)
4. Las Vegas (31%)
5. Mexico (30%)
6. Caribbean (29%)
7. Arizona (20%)
8. Other (19%)
9. Australia (15%)
10. Florida (14%)
No Trip Considered (3%)
1. Hawai’i (34%)
2. Europe (33%)
3. Australia (26%)
4. Taiwan (23%)
5. Singapore (21%)
6. Korea (19%)
6. Guam/Saipan (19%)
7. Hong Kong (14%)
7. Thailand (14%)
8. China (9%)
9. Other (8%)
No Trip Considered (9%)
14
Summ
ary –All M
arkets
34%
40%
75%
27%
29%
68%
72%
39%
53%
83%
28%
41%
71%
75%
40%
35%
73%
27%
23%
78%
60%
57%
45%
73%
24%
35%
50%
58%
It's nice to have others serve/waiton me
I can spend more time with myfriends
I can spend more quality time withmy spouse/family
I seek solitude and isolation whenvacationing
Have an outdoors adventure totest my physical abilities
No schedules to meet, I can dowhat I want, when I want
I can do fun recreational activities
Japan Canada Western U.S. Eastern U.S.
REASONS FOR TAKING A LEISURE VACATION ANYWHERE (% TOP 2 BOX)
ACTIVITY
INDEPENDENT
RECONNECT
15
Summ
ary –All M
arkets
65%
73%
74%
77%
84%
55%
65%
68%
82%
77%
80%
81%
82%
81%
78%
79%
80%
89%
77%
76%
79%
76%
81%
68%
71%
74%
79%
74%
71%
75%
84%
80%
69%
70%
70%
75%
Travel is an important part of mylife
I feel alive and energetic when Itravel
Vacations enrich my perspectiveon life
Renews my mind, body and soul
It's a great chance to relax, get ridof stress
I gain knowledge of history orother cultures
I like to experience authentic localculture
I like to learn new things
I can see and do new things, havenew/different experiences
Japan Canada Western U.S. Eastern U.S.
REASONS FOR TAKING A LEISURE VACATION ANYWHERE (CONT.) (% TOP 2 BOX)
EXPERIENCE/LEARN
REVITALIZE
16
Summ
ary –All M
arkets
66%
67%
67%
70%
72%
73%
74%
76%
77%
79%
79%
74%
74%
78%
78%
78%
82%
81%
77%
83%
68%
71%
67%
66%
74%
73%
74%
72%
79%
84%
72%
69%
65%
80%
80%
59%
68%
76%
78%
76%
Offers authentic experiences
The environment is clean
There are always opportunities to discover newactivities and experiences that make you want to…
It has unique scenery unlike anywhere else
It provides a sense of relaxation, a place to unwind andget re-energized
It is a great place to get away from it all
It has a variety of unique experiences and activities
It offers a different experience than other places
It's a good value for the money
It is a safe and secure place
Japan Canada Western U.S. Eastern U.S.
ATTRIBUTES IMPORTANT IN CHOOSING A DESTINATION (% TOP 2 BOX)
* Only asked of the Japanese Market
17
Summ
ary –All M
arkets
38%
44%
49%
56%
59%
59%
60%
64%
42%
51%
59%
72%
68%
77%
78%
78%
37%
43%
61%
64%
66%
69%
68%
78%
51%
42%
52%
60%
58%
69%
65%
69%
73%
70%
It is a great place for shopping*
It is easy to communicate in my native language*
It is romantic
It's a good place for family and children
It is easy to get there
It offers quality culinary and dining experiences
It is easy to navigate and get around
There are many historic and cultural things to see and do
The history and culture are intriguing
The local people are friendly
Japan Canada Western U.S. Eastern U.S.
ATTRIBUTES IMPORTANT IN CHOOSING A DESTINATION (CONT.) (% TOP 2 BOX)
* Only asked of the Japanese Market
18
Summ
ary –All M
arkets
41%
42%
42%
50%
50%
55%
58%
62%
64%
66%
60%
56%
51%
67%
58%
68%
67%
60%
69%
72%
57%
45%
45%
59%
54%
62%
62%
62%
64%
71%
57%
46%
40%
56%
42%
59%
61%
43%
54%
66%
The local people are friendly
Offers authentic experiences
It offers a different experience thanother places
It is a safe and secure place
It has a variety of unique experiencesand activities
It is a great place to get away from itall
The environment is clean
It has unique scenery unlike anywhereelse
It is romantic
It provides a sense of relaxation, aplace to unwind and get re-energized
Japan Canada Western U.S. Eastern U.S.
HAWAI’I PERFORMANCE ON ATTRIBUTES IMPORTANT IN CHOOSING A DESTINATION (% TOP 2 BOX)
* Only asked of the Japanese Market
19
Summ
ary –All M
arkets
7%
12%
29%
35%
35%
35%
35%
39%
34%
41%
63%
6%
46%
41%
43%
51%
20%
46%
51%
57%
41%
33%
43%
48%
63%
67%
50%
33%
41%
62%
46%
33%
24%
51%
It is a great place for shopping*
It is easy to communicate in my native language*
It's a good value for the money
It is easy to get there
It is easy to navigate and get around
It's a good place for family and children
It offers quality culinary and dining experiences
There are many historic and cultural things to seeand do
The history and culture are intriguing
There are always opportunities to discover newactivities and experiences that make you want to…
Japan Canada Western U.S. Eastern U.S.
HAWAI’I PERFORMANCE ON ATTRIBUTES IMPORTANT IN CHOOSING A DESTINATION (CONT.) (% TOP 2 BOX)
* Only asked of the Japanese Market
20
Summ
ary –All M
arkets
70%
71%
72%
75%
78%
86%
89%
90%
84%
84%
87%
91%
80%
85%
95%
94%
80%
78%
80%
89%
80%
88%
94%
91%
68%
76%
72%
81%
60%
84%
85%
81%
Destination for cruise ships
Local eateries and local specialty items
Golfing
Family-friendly activities
Authentic native culture
State/National parks and beaches
Recreational activities, including watersports, zip lining, snorkeling, hiking, biking,etc.)
Relaxation and romance
Japan Canada Western U.S. Eastern U.S.
IMPRESSION OF HAWAI’I (% TOP 2 BOX)
21
Summ
ary –All M
arkets
34%
35%
46%
54%
60%
64%
65%
68%
64%
49%
54%
58%
72%
62%
75%
75%
56%
41%
64%
53%
63%
74%
70%
70%
78%
64%
64%
82%
65%
68%
45%
50%
A variety of places to stay that fit any budget
Celebrity sightings/places that celebrities visit
Place to see where movies and televisionshows were/are filmed
Shopping
Top restaurants/celebrity chefs/fine dining
Special events/festivals that occurthroughout the year
Performing and cultural arts
Historic/cultural sites, museums
Japan Canada Western U.S. Eastern U.S.
IMPRESSION OF HAWAI’I (CONT.) (% TOP 2 BOX)
22
Summ
ary –All M
arkets
19%
30%
24%
50%48%
63%
55%
73%
45%
52%50%
66%
41%
64%
46%
72%
VisitedPast 36 Months
Visited Past 12 Months
(% Visited Past 36 Mo.)
Plan to VisitNext 24 Months
Plan to VisitNext 12 Months
(% Plan Next 24 Mo.)
Eastern U.S. Western U.S. Canada Japan
HAWAI’I VISITATION FREQUENCY
23
Summ
ary –All M
arkets
44%
35%
31%
24%
12%
5%
29%
39% 38%
31%
23%
3%1%
17%
39%
31%
22%20%
1% 1%
27%
77%
43%40%
15%
10%8%
11%
O'ahu Hawai'i Maui Kaua'i Moloka'i Lana'i Don't know yet
Eastern U.S. Western U.S. Canada Japan
PLANNED VISITATION TO ISLANDS OF HAWAI’I (AMONG THOSE PLANNING TO VISIT IN NEXT 24 MONTHS)
24
Summ
ary –All M
arkets
61%
24%22%
14%10%
7% 7%3%
70%
19%16%
11%8%
6% 5%
0%
51%
42%
13%11%
7% 6%3%
0%
87%
31%
7% 7% 6%4% 3%
0%
Hotel Condo Bed &Breakfast
Family/friendhome
Timeshare Cruise ship Rental house Other
Eastern U.S. Western U.S. Canada Japan
PLANNED ACCOMMODATIONS (AMONG THOSE PLANNING TO VISIT HAWAI’I IN NEXT 24 MONTHS)
25
Summ
ary –All M
arkets
5%
7%
9%
17%
20%
38%
41%
42%
59%
81%
0%
1%
0%
65%
18%
5%
11%
16%
8%
70%
13%
0%
2%
7%
33%
7%
46%
37%
19%
26%
17%
5%
8%
18%
19%
17%
15%
11%
14%
11%
Hawai'i is too congested
Health/other personal reasons
Shopping in Hawai'i is not a good value
I don't have enough time to travel to Hawai'i
Been to Hawai'i before, I wished to try another destination
Flight to Hawai'i is too long
Better value at another destination
Price of the vacation package
Price of the hotel
Price of the airfare
Japan Canada Western U.S. Eastern U.S.
REASONS FOR NOT VISITING HAWAI’I (AMONG THOSE CONSIDERING, BUT NOT PLANNING TO VISIT)
Note: Sample sizes for this question are very small; use data with proper caution
26
Summ
ary –All M
arkets
21%
0%
0%
0%
2%
3%
6%
0%
0%
0%
0%
58%
6%
1%
0%
0%
1%
0%
5%
0%
4%
7%
10%
0%
0%
2%
5%
13%
Other
Family/frineds/co-workers said not to go*
Hawai'i is not a popular destination*
The exchange rate is unfavorable*
Too difficult to visit islands other than O'ahu*
Accommodations were not available
Cancelled trip and will stay at home
Cancelled planned trip and will go to an alternative destinationinstead
Not enough activities in Hawai'i that interest me
Job/Employment instability
Japan Canada Western U.S. Eastern U.S.
REASONS FOR NOT VISITING HAWAI’I (CONT.) (AMONG THOSE CONSIDERING, BUT NOT PLANNING TO VISIT)
* Only asked of the Japanese MarketNote: Sample sizes for this question are very small; use data with proper caution
27
Summ
ary –All M
arkets2.42
4.99
4.53
3.82
Eastern U.S. Western U.S. Canada Japan
AVERAGE LIFETIME VISITS TO HAWAI’I (AMONG THOSE VISITING 1+ TIMES)
28
Summ
ary –All M
arkets
13%
25%
27%
45%
45%
61%
74%
76%
16%
26%
38%
55%
38%
71%
74%
70%
15%
49%
26%
67%
35%
67%
70%
74%
10%
40%
38%
44%
17%
57%
61%
63%
I have friends or family there
It's familiar and I know my way around
Food and dining options
It is safe
I love to experience the culture
Beaches are great
Always great weather
It has stunning natural beauty
Japan Canada Western U.S. Eastern U.S.
REASONS FOR RETURNING TO HAWAI’I (AMONG THOSE VISITING HAWAI’I 2+ TIMES)
29
Summ
ary –All M
arkets
14%
5%
5%
6%
7%
8%
9%
10%
11%
10%
6%
8%
11%
4%
23%
17%
11%
25%
7%
11%
16%
28%
9%
13%
29%
16%
24%
2%
6%
13%
8%
10%
7%
17%
12%
12%
Other
Heard about new things to do since my last visit
It is a tradition. I always visit Hawai'i
I have noticed there are more flights from cities closer to my home
To participate in an event or a festival
Many of the hotels and timeshares have been recentlyrenovated/refreshed
I find that Hawai'i is a great value
I spent my honeymoon there
Feels like coming home again
Japan Canada Western U.S. Eastern U.S.
REASONS FOR RETURNING TO HAWAI’I (CONT.) (AMONG THOSE VISITING HAWAI’I 2+ TIMES)
30
Summ
ary –All M
arkets
11% 12%
75%
2%
20%22%
57%
1%
25%22%
52%
0%
30%
20%
46%
3%
2014 (as of NOV) 2013 Prior to 2013 Don't Remember
Eastern U.S. Western U.S. Canada Japan
YEAR LAST VISITED HAWAI’I
31
Summ
ary –All M
arkets
18%
27%
31%
19%
16%
28%
23%
32%
29%28%
14%
24%
20%
23%
27%
21%
Winter Spring Summer Fall
Eastern U.S. Western U.S. Canada Japan
SEASON LAST VISITED HAWAI’I
32
Summ
ary –All M
arkets
8.7
7.7
11.4
4.9
Eastern U.S. Western U.S. Canada Japan
AVERAGE NUMBER OF NIGHTS IN HAWAI’I (AMONG THOSE STAYING 1+ NIGHTS ON MOST RECENT TRIP)
33
Summ
ary –All M
arkets
29% 25% 29% 32%
32% 35%32% 24%
16% 19% 18%
13%
12% 11% 10%
11%
9% 9% 10%19%
3% 1% 1% 1%
Eastern U.S. Western U.S. Canada Japan
AVERAGE SPENDING IN HAWAI’I (MOST RECENT TRIP – U.S. $)
$4,083 $3,535 $4,114 $4,788OtherShopping
Entertain./Activities
Meals
Lodging
Transportation
34
Summ
ary –All M
arkets
3.87
3.353.05
3.29
Eastern U.S. Western U.S. Canada Japan
AVERAGE TRAVEL PARTY SIZE (MOST RECENT TRIP)
35
Summ
ary –All M
arkets68% 72%
55% 56%
Eastern U.S. Western U.S. Canada Japan
HAWAI’I EXCELLENT RATING (% TOP 2 BOX; MEAN)
6.897.09
6.56 6.55
36
Summ
ary –All M
arkets
11%
40%33% 38%
27%
29%
28%
36%38%
21%27%
18%23%
9% 11% 8%
Eastern U.S. Western U.S. Canada Japan
LIKELIHOOD OF RETURNING TO HAWAI’I IN NEXT 24 MONTHS (%; MEAN)
2.27 3.00 2.84 3.03
Not At All Likely (1)
Not Too Likely (2)
Somewhat Likely (3)
Very Likely (4)
37
EASTERN U.S. MARKET
38
Eastern U.S. M
arket
11%
17%
20%
11%12%
17%
11%
18-24 25-34 35-44 45-49 50-54 55-64 65+
44.8Average Age
DEMOGRAPHICS – AGE
QS3. Which of the following categories includes your age?
39
Eastern U.S. M
arket
44.7
46.1
44.0
42.5
45.5
43.6
Total Eastern Learning PleasingEnvironment
Romantic Family Culinary
DEMOGRAPHICS – MEDIAN AGE (YEARS)
QS3. Which of the following categories includes your age?Note: Inclusion in segments are based on specific criteria. See introduction for explanation
40
Eastern U.S. M
arket
35%
23%
16%
10%
3%
13%
$75,000- $99,000 $100,000-$124,999
$125,000-$149,999
$150,000-$174,999
$175,000-$199,999
$200,000+
$140,000Average Income
DEMOGRAPHICS - INCOME
QS4. Which of the following categories includes your total household income in U.S. dollars?
41
Eastern U.S. M
arket$117
$113
$123
$117
$119
$116
Total Eastern Learning PleasingEnvironment
Romantic Family Culinary
DEMOGRAPHICS – MEDIAN INCOME (000)
QS4. Which of the following categories includes your total household income in U.S. dollars?
42
Eastern U.S. M
arket
32% 32%
16%
6%
3%
11%
1 2 3 4 5 More than 5
2.52Average # of Trips
Past 24 Months Compared to Previous 24 Months
24% More
63% Same
13% Less
DEMOGRAPHICS – LONG DISTANCE OVERNIGHT TRIPS IN PAST 12 MONTHS
Q1. How many overnight leisure trips of 500 miles or more have you taken by air in the past 12 months?Q2. How does the number of overnight leisure trips you took by air in the past 12 months differ from the number of trips you took during the previous 12 months?
43
Eastern U.S. M
arket
1.58
1.52
1.62
1.59 1.59
1.68
Total Eastern Learning PleasingEnvironment
Romantic Family Culinary
DEMOGRAPHICS – MEDIAN NUMBER OF LONG DISTANCE OVERNIGHT TRIPS IN PAST 12 MONTHS
Q1. How many overnight leisure trips of 500 miles or more have you taken by air in the past 12 months?Q2. How does the number of overnight leisure trips you took by air in the past 12 months differ from the number of trips you took during the previous 12 months?
44
Eastern U.S. M
arket
3%
22%
24%
13%
13%
13%
15%
16%
18%
22%
24%
24%
27%
37%
41%
41%
No Trip Considered
Other
Other Europe
Germany
Puerto Rico
Switzerland
France
Costa Rica
Mexico
Italy
Hawai'i
United Kingdom
Las Vegas
California
Caribbean
Florida
DESTINATION CONSIDERATION FOR NEXT LEISURE VACATION
Q3. Please indicate which of the following destinations you are considering for your next leisure vacation, including those that you might visit on a cruise.
45
Eastern U.S. M
arket
65%73%74%
77%84%
55%65%
68%82%
34%40%
75%
27%29%
68%
72%
Travel is an important part of my lifeI feel alive and energetic when I travel
Vacations enrich my perspective on lifeRenews my mind, body and soul
It's a great chance to relax, get rid of stress
I gain knowledge of history or other culturesI like to experience authentic local culture
I like to learn new thingsI can see and do new things, have new/different experiences
It's nice to have others serve/wait on meI can spend more time with my friends
I can spend more quality time with my spouse/family
I seek solitude and isolation when vacationingHave an outdoors adventure to test my physical abilitiesNo schedules to meet, I can do what I want, when I want
I can do fun recreational activities
INDEPENDENT
RECONNECT
ACTIVITY
EXPERIENCE/LEARN
REVITALIZE
= 3.9
REASONS FOR TAKING A LEISURE VACATION (% TOP 2 BOX; MEAN)
Q4. Please indicate how important each of the following reasons is to you for taking a vacation (1=Not at all Important; 5=Extremely Important)
= 3.9
= 3.8
= 3.6
= 4.2= 4.1
= 4.0= 4.0
= 3.8
= 2.9= 3.2= 4.1
= 2.8= 2.7
= 3.9
= 4.2
46
Eastern U.S. M
arket
38%
44%
49%
56%
59%
59%
60%
64%
66%
67%
67%
70%
72%
73%
74%
76%
77%
79%
It is romantic
It's a good place for family and children
It is easy to get there
It offers quality culinary and dining experiences
There are many historic and cultural things to see and do
It is easy to navigate and get around
The history and culture are intriguing
The local people are friendly
Offers authentic experiences
There are always opportunities to discover new activities…
The environment is clean
It has unique scenery unlike anywhere else
It provides a sense of relaxation, a place to unwind and get re-…
It is a great place to get away from it all
It has a variety of unique experiences and activities
It offers a different experience than other places
It's a good value for the money
It is a safe and secure place
ATTRIBUTES IMPORTANT IN CHOOSING A DESTINATION (% TOP 2 BOX; MEAN)
Q5. Please indicate how important each of the following attributes is to you when selecting a leisure destination (1=Not at all Important; 5=Extremely Important)
= 4.0
= 4.0
= 4.1
= 4.1
= 3.1
= 3.2
= 3.6
= 3.6
= 3.4
= 4.0
= 4.0
= 3.9
= 3.8
= 3.8
= 3.6
= 3.6
= 3.8
= 3.8
47
Eastern U.S. M
arket
64%
35%
12%
35%
35%
29%
35%
41%
42%
58%
39%
62%
66%
55%
50%
42%
7%
50%
38%
44%
49%
56%
59%
59%
60%
64%
66%
67%
67%
70%
72%
73%
74%
76%
77%
79%
It is romantic
It's a good place for family and children
It is easy to get there
It offers quality culinary and dining experiences
There are many historic and cultural things to see and do
It is easy to navigate and get around
The history and culture are intriguing
The local people are friendly
Offers authentic experiences
The environment is clean
There are always opportunities to discover new…
It has unique scenery unlike anywhere else
It provides a sense of relaxation, a place to unwind and…
It is a great place to get away from it all
It has a variety of unique experiences and activities
It offers a different experience than other places
It's a good value for the money
It is a safe and secure place
Importance of Attribute (% Top 2 Box) % Stating Attribute Applies to Hawai'i
ATTRIBUTES IMPORTANT IN CHOOSING A DESTINATION
Q5. Please indicate how important each of the following attributes is to you when selecting a leisure destination (1=Not at all Important; 5=Extremely Important)Q6. In your opinion, for each attribute, please select the destination(s) to which it applies.
48
Attributes Listed in Order of Importance (% Top 2 Box)Base - Total Eastern based on total respondents; segments based on respondents included in each segment only – respondents may be included in multiple segments.
Total Eastern Learning Pls. Envi-
ronment Romantic Family Culinary
It is a safe and secure place Important in choosing Any destination 79% 79% 84% 80% 78% 76%
% Stating Attribute Applies to Hawai’i 50% 77% 72% 63% 78% 73%
It's a good value for the money Important in choosing Any destination 77% 83% 81% 82% 80% 83%
% Stating Attribute Applies to Hawai’i 7% 13% 11% 8% 15% 13%
It offers a different experience than other places Important in choosing Any destination 76% 80% 80% 81% 84% 81%
% Stating Attribute Applies to Hawai’i 42% 79% 57% 55% 70% 65%It has a variety of unique experiences and activities
Important in choosing Any destination 74% 76% 77% 77% 74% 76%
% Stating Attribute Applies to Hawai’i 50% 88% 66% 65% 79% 78%
It is a great place to get away from it all Important in choosing Any destination 73% 73% 74% 75% 69% 75%
% Stating Attribute Applies to Hawai’i 55% 82% 80% 70% 79% 77%It provides a sense of relaxation, a place to unwind and get re-energized
Important in choosing Any destination 72% 78% 73% 73% 74% 72%
% Stating Attribute Applies to Hawai’i 66% 86% 89% 83% 87% 86%
It has unique scenery unlike anywhere else Important in choosing Any destination 70% 79% 78% 77% 77% 75%
% Stating Attribute Applies to Hawai’i 62% 93% 77% 73% 85% 83%There are always opportunities to discover new activities and experiences that make you want to return again and again
Important in choosing Any destination 67% 69% 68% 72% 64% 65%
% Stating Attribute Applies to Hawai’i 39% 73% 53% 51% 58% 62%
The environment is clean Important in choosing Any destination 67% 67% 70% 66% 66% 65%
% Stating Attribute Applies to Hawai’i 58% 82% 87% 73% 76% 78%
ATTRIBUTES IMPORTANT IN CHOOSING A DESTINATION – SEGMENT COMPARISONS
Q5. Please indicate how important each of the following attributes is to you when selecting a leisure destination (1=Not at all Important; 5=Extremely Important)Q6. In your opinion, for each attribute, please select the destination(s) to which it applies.
Eastern U.S. M
arket
49
Attributes Listed in Order of Importance (% Top 2 Box)Base - Total Eastern based on total respondents; segments based on respondents included in each segment only – respondents may be included in multiple segments.
Total Eastern Learning Pls. Envi-
ronment Romantic Family Culinary
Offers authentic experiences Important in choosing Any destination 66% 75% 68% 69% 74% 76%
% Stating Attribute Applies to Hawai’i 42% 84% 55% 54% 65% 69%
The local people are friendly Important in choosing Any destination 64% 68% 68% 65% 61% 64%
% Stating Attribute Applies to Hawai’i 41% 67% 64% 53% 62% 61%
The history and culture are intriguing Important in choosing Any destination 60% 69% 63% 62% 74% 66%
% Stating Attribute Applies to Hawai’i 35% 72% 48% 44% 54% 61%There are many historic and cultural things to see and do
Important in choosing Any destination 59% 68% 63% 59% 67% 64%
% Stating Attribute Applies to Hawai’i 35% 70% 47% 46% 59% 60%
It is easy to navigate and get around Important in choosing Any destination 59% 59% 61% 61% 52% 57%
% Stating Attribute Applies to Hawai’i 29% 48% 46% 37% 49% 46%
It offers quality culinary and dining experiences Important in choosing Any destination 56% 55% 55% 55% 54% 61%
% Stating Attribute Applies to Hawai’i 35% 64% 48% 47% 59% 100%
It is easy to get there Important in choosing Any destination 49% 46% 49% 49% 43% 46%
% Stating Attribute Applies to Hawai’i 12% 19% 19% 14% 21% 18%
It's a good place for family and children Important in choosing Any destination 44% 43% 41% 41% 44% 38%
% Stating Attribute Applies to Hawai’i 35% 60% 51% 44% 100% 59%
It is romantic Important in choosing Any destination 38% 35% 39% 39% 36% 35%
% Stating Attribute Applies to Hawai’i 64% 87% 81% 100% 79% 84%
ATTRIBUTES IMPORTANT IN CHOOSING A DESTINATION – SEGMENT COMPARISONS (CONT.)
Q5. Please indicate how important each of the following attributes is to you when selecting a leisure destination (1=Not at all Important; 5=Extremely Important)Q6. In your opinion, for each attribute, please select the destination(s) to which it applies.
Eastern U.S. M
arket
50
Eastern U.S. M
arket
Europe, 64%
Europe, 12%
Europe, 30%
Las Vegas, 34%
Las Vegas, 27%
Las Vegas, 25%
Caribbean, 32%
Caribbean, 27%
Caribbean, 22%
Mexico, 28%
Mexico, 33%
Mexico, 6%
California, 16%
California, 20%
California, 51%
Puerto Rico, 30%
Puerto Rico, 17%
Puerto Rico, 12%
Costa Rica, 37%
Costa Rica, 21%
Costa Rica, 16%
Florida, 17%
Florida, 47%
Florida, 59%
Hawai'i, 42%
Hawai'i, 7%
Hawai'i, 50%
It offers a different experiencethan other places
It's a good value for the money
It is a safe and secure place
DESTINATION ATTRIBUTES – COMPETITIVE COMPARISONS (ATTRIBUTES LISTED IN RANK ORDER OF IMPORTANCE)
Q6. In your opinion, for each attribute, please select the destination(s) to which it applies.
51
Eastern U.S. M
arket
Europe, 23%
Europe, 29%
Europe, 69%
Las Vegas, 10%
Las Vegas, 21%
Las Vegas, 35%
Caribbean, 66%
Caribbean, 57%
Caribbean, 43%
Mexico, 31%
Mexico, 28%
Mexico, 37%
California, 29%
California, 24%
California, 38%
Puerto Rico, 32%
Puerto Rico, 28%
Puerto Rico, 29%
Costa Rica, 38%
Costa Rica, 37%
Costa Rica, 41%
Florida, 46%
Florida, 37%
Florida, 36%
Hawai'i, 66%
Hawai'i, 55%
Hawai'i, 50%
It provides a sense of relaxation, aplace to unwind and getreenergized
It is a great place to get away fromit all
It has a variety of uniqueexperiences and activities
DESTINATION ATTRIBUTES – COMPETITIVE COMPARISONS (CONT.) (ATTRIBUTES LISTED IN RANK ORDER OF IMPORTANCE)
Q6. In your opinion, for each attribute, please select the destination(s) to which it applies.
52
Eastern U.S. M
arket
Europe, 28%
Europe, 56%
Europe, 55%
Las Vegas, 19%
Las Vegas, 29%
Las Vegas, 15%
Caribbean, 30%
Caribbean, 35%
Caribbean, 47%
Mexico, 12%
Mexico, 30%
Mexico, 27%
California, 36%
California, 38%
California, 32%
Puerto Rico, 12%
Puerto Rico, 20%
Puerto Rico, 25%
Costa Rica, 23%
Costa Rica, 28%
Costa Rica, 42%
Florida, 46%
Florida, 28%
Florida, 12%
Hawai'i, 58%
Hawai'i, 39%
Hawai'i, 62%
The environment is clean
There are always opportunitiesto discover new activities andexperiences that make youwant to return again and again
It has unique scenery unlikeanywhere else
DESTINATION ATTRIBUTES – COMPETITIVE COMPARISONS (CONT.) (ATTRIBUTES LISTED IN RANK ORDER OF IMPORTANCE)
Q6. In your opinion, for each attribute, please select the destination(s) to which it applies.
53
Eastern U.S. M
arket
Europe, 73%
Europe, 25%
Europe, 60%
Las Vegas, 4%
Las Vegas, 12%
Las Vegas, 19%
Caribbean, 26%
Caribbean, 44%
Caribbean, 38%
Mexico, 39%
Mexico, 26%
Mexico, 41%
California, 18%
California, 27%
California, 23%
Puerto Rico, 26%
Puerto Rico, 26%
Puerto Rico, 34%
Costa Rica, 29%
Costa Rica, 31%
Costa Rica, 39%
Florida, 8%
Florida, 40%
Florida, 19%
Hawai'i, 35%
Hawai'i, 41%
Hawai'i, 42%
The history and culture areintriguing
The local people are friendly
Offers authentic experiences
DESTINATION ATTRIBUTES – COMPETITIVE COMPARISONS (CONT.) (ATTRIBUTES LISTED IN RANK ORDER OF IMPORTANCE)
Q6. In your opinion, for each attribute, please select the destination(s) to which it applies.
54
Eastern U.S. M
arket
Europe, 65%
Europe, 72%
Europe, 24%
Las Vegas, 41%
Las Vegas, 6%
Las Vegas, 39%
Caribbean, 34%
Caribbean, 28%
Caribbean, 15%
Mexico, 29%
Mexico, 44%
Mexico, 9%
California, 45%
California, 24%
California, 41%
Puerto Rico, 21%
Puerto Rico, 28%
Puerto Rico, 12%
Costa Rica, 27%
Costa Rica, 30%
Costa Rica, 11%
Florida, 30%
Florida, 16%
Florida, 63%
Hawai'i, 35%
Hawai'i, 35%
Hawai'i, 29%
It offers quality culinary anddining experiences
There are many historic andcultural things to see and do
It is easy to navigate and getaround
DESTINATION ATTRIBUTES – COMPETITIVE COMPARISONS (CONT.) (ATTRIBUTES LISTED IN RANK ORDER OF IMPORTANCE)
Q6. In your opinion, for each attribute, please select the destination(s) to which it applies.
55
Eastern U.S. M
arket
Europe, 50%
Europe, 20%
Europe, 17%
Las Vegas, 8%
Las Vegas, 6%
Las Vegas, 47%
Caribbean, 49%
Caribbean, 24%
Caribbean, 30%
Mexico, 18%
Mexico, 11%
Mexico, 28%
California, 20%
California, 44%
California, 50%
Puerto Rico, 16%
Puerto Rico, 10%
Puerto Rico, 25%
Costa Rica, 23%
Costa Rica, 9%
Costa Rica, 12%
Florida, 12%
Florida, 75%
Florida, 75%
Hawai'i, 64%
Hawai'i, 35%
Hawai'i, 12%
It is romantic
It's a good place for family andchildren
It is easy to get there
DESTINATION ATTRIBUTES – COMPETITIVE COMPARISONS (CONT.) (ATTRIBUTES LISTED IN RANK ORDER OF IMPORTANCE)
Q6. In your opinion, for each attribute, please select the destination(s) to which it applies.
56
Attributes Listed in Order of Importance(% Top 2 Box) Hawaii Florida Costa
RicaPuerto
RicoCalifor-
nia Mexico Carib-bean
Las Vegas Europe
It is a safe and secure place 50% 9 -34 -38 1 -44 -28 -25 -20
It's a good value for the money 7% 40 14 10 13 26 20 20 5
It offers a different experience than other places 42% -25 -5 -12 -26 -14 -10 -8 22
It has a variety of unique experiences and activities 50% -14 -9 -21 -12 -13 -7 -15 19
It is a great place to get away from it all 55% -18 -18 -27 -31 -27 2 -34 -26
It provides a sense of relaxation, a place to unwind and get re-energized 66% -20 -28 -34 -37 -35 0 -56 -43
It has unique scenery unlike anywhere else 62% -50 -20 -37 -30 -35 -15 -47 -7There are always opportunities to discover new activitiesand experiences that make you want to return again and again
39% -11 -11 -19 -1 -9 -4 -10 17
The environment is clean 58% -12 -35 -46 -22 -46 -28 -39 -30
Offers authentic experiences 42% -23 -3 -8 -19 -1 -4 -23 18
The local people are friendly 41% -1 -10 -15 -14 -15 3 -29 -16
The history and culture are intriguing 35% -27 -6 -9 -17 4 -9 -31 38
It is easy to navigate and get around 29% 34 -18 -17 12 -20 -14 10 -5
There are many historic and cultural things to see and do 35% -19 -5 -7 -11 9 -7 -29 37
It offers quality culinary and dining experiences 35% -5 -8 -14 10 -6 -1 6 30
It is easy to get there 12% 63 0 13 38 16 18 35 5
It's a good place for family and children 35% 40 -26 -25 9 -24 -11 -29 -15
It is romantic 64% -52 -41 -48 -44 -46 -15 -56 -14
DESTINATION ATTRIBUTES – COMPETITIVE COMPARISONS (% POINT DIFFERENCE FROM HAWAI’I; RED = HAWAI’I DELIVERS BETTER)
Q5. Please indicate how important each of the following attributes is to you when selecting a leisure destination (1=Not at all Important; 5=Extremely Important)Q6. In your opinion, for each attribute, please select the destination(s) to which it applies.
Eastern U.S. M
arket
57
Eastern U.S. M
arket
34%
35%
46%
54%
60%
64%
65%
68%
70%
71%
72%
75%
78%
86%
89%
90%
A variety of places to stay that fit any budget
Celebrity sightings/places that celebrities visit
Place to see where movies and television shows…
Shopping
Top restaurants/celebrity chefs/fine dining
Special events/festivals that occur throughout the year
Performing and cultural arts
Historic/cultural sites, museums
Destination for cruise ships
Local eateries and local specialty items
Golfing
Family-friendly activities
Authentic native culture
State/National parks and beaches
Recreational activities, including water sports, zip lining,…
Relaxation and romance
IMPRESSION OF HAWAI’I (% RATING TOP 2 BOX; MEAN)
Q7. Please indicate your impression of how well Hawai’i delivers on each of the attributes listed using a scale of 1 (Does Not Deliver at All) to 5 (Delivers Extremely Well).
= 4.5
= 4.6
= 4.4
= 4.2
= 4.1
= 4.0
= 4.0
= 4.0
= 4.0
= 3.8
= 3.9
= 3.8
= 3.6
= 3.4
= 3.1
= 3.2
58
Eastern U.S. M
arket
Culinary, 82%
Culinary, 93%
Culinary, 97%
Culinary, 93%
Family, 81%
Family, 95%
Family, 97%
Family, 95%
Romantic, 79%
Romantic, 88%
Romantic, 90%
Romantic, 92%
Pls. Environment, 79%
Pls. Environment, 88%
Pls. Environment, 92%
Pls. Environment, 91%
Learning, 86%
Learning, 97%
Learning, 97%
Learning, 96%
Total Eastern, 78%
Total Eastern, 86%
Total Eastern, 89%
Total Eastern, 90%
Authentic native culture
State/National parks andbeaches
Recreational activities,including water sports, ziplining, snorkeling, hiking,biking, etc.)
Relaxation and romance
IMPRESSION OF HAWAI’I BY SEGMENT (% RATING TOP 2 BOX)
Q7. Please indicate your impression of how well Hawai’i delivers on each of the attributes listed using a scale of 1 (Does Not Deliver at All) to 5 (Delivers Extremely Well).
59
Eastern U.S. M
arket
Culinary, 80%
Culinary, 80%
Culinary, 79%
Culinary, 84%
Family, 78%
Family, 78%
Family, 81%
Family, 91%
Romantic, 73%
Romantic, 69%
Romantic, 75%
Romantic, 76%
Pls. Environment, 71%
Pls. Environment, 72%
Pls. Environment, 73%
Pls. Environment, 79%
Learning, 79%
Learning, 77%
Learning, 79%
Learning, 87%
Total Eastern, 70%
Total Eastern, 71%
Total Eastern, 72%
Total Eastern, 75%
Destination for curise ships
Local eateries and localspecialty items
Golfing
Family-friendly activities
IMPRESSION OF HAWAI’I BY SEGMENT (CONT.) (% RATING TOP 2 BOX)
Q7. Please indicate your impression of how well Hawai’i delivers on each of the attributes listed using a scale of 1 (Does Not Deliver at All) to 5 (Delivers Extremely Well).
60
Eastern U.S. M
arket
Culinary, 73%
Culinary, 78%
Culinary, 79%
Culinary, 83%
Family, 69%
Family, 76%
Family, 77%
Family, 76%
Romantic, 61%
Romantic, 64%
Romantic, 70%
Romantic, 72%
Pls. Environment, 60%
Pls. Environment, 62%
Pls. Environment, 68%
Pls. Environment, 70%
Learning, 74%
Learning, 75%
Learning, 78%
Learning, 83%
Total Eastern, 60%
Total Eastern, 64%
Total Eastern, 65%
Total Eastern, 68%
Top restaurants/celebritychefs/fine dining
Special events/festivals thatoccur throughout the year
Performing and cultural arts
Historic/cultural sites,museums
IMPRESSION OF HAWAI’I BY SEGMENT (% RATING TOP 2 BOX)
Q7. Please indicate your impression of how well Hawai’i delivers on each of the attributes listed using a scale of 1 (Does Not Deliver at All) to 5 (Delivers Extremely Well).
61
Eastern U.S. M
arket
Culinary, 38%
Culinary, 34%
Culinary, 44%
Culinary, 57%
Family, 46%
Family, 36%
Family, 49%
Family, 62%
Romantic, 31%
Romantic, 36%
Romantic, 46%
Romantic, 53%
Pls. Environment, 32%
Pls. Environment, 31%
Pls. Environment, 43%
Pls. Environment, 53%
Learning, 36%
Learning, 35%
Learning, 48%
Learning, 57%
Total Eastern, 34%
Total Eastern, 35%
Total Eastern, 46%
Total Eastern, 54%
A variety of places to staythat fit any budget
Celebrity sightings/placesthat celebrities visit
Place to see where moviesand television showswere/are filmed
Shopping
IMPRESSION OF HAWAI’I BY SEGMENT (% RATING TOP 2 BOX)
Q7. Please indicate your impression of how well Hawai’i delivers on each of the attributes listed using a scale of 1 (Does Not Deliver at All) to 5 (Delivers Extremely Well).
62
Eastern U.S. M
arket
19% 19%
23%
20%22%
20%
30%
33%
28%26%
25%
38%
24%
33%
30%
25%
33%
27%
Total Eastern Learning PleasingEnvironment
Romantic Family Culinary
VISITED PAST 36 MONTHS VISITED PAST 12 MONTHS(% VISITED IN PAST 36 MONTHS)
Plan to Visit in next 24 Months
HAWAI’I VISITATION BY SEGMENT
Q8A. Please indicate whether or not you visited each of the following destination for leisure within the past 3 years.Q8B. Please indicate whether or not you visited each of the following destinations for leisure within the past 12 months.Q9A. Please tell us for each of the following destinations whether or not you plan to visit them for leisure in the next 24 months.63
Eastern U.S. M
arket
19%
56%
33%
39%
9%
34%
68%
40%
25%
12%
30%
59%
52%50%
52%56%
77%
46%49%
41%
HAWAI'I California Canada Caribbean Costa Rica Europe Florida Las Vegas Mexico PuertoRico
VISITED PAST 36 MONTHS VISITED PAST 12 MONTHS(% VISITED IN PAST 36 MONTHS)
VISITATION - COMPETITIVE DESTINATIONS
Q8A. Please indicate whether or not you visited each of the following destination for leisure within the past 3 years.Q8B. Please indicate whether or not you visited each of the following destinations for leisure within the past 12 months.
64
Eastern U.S. M
arket
24%
58%
34%
48%
14%
45%
68%
33%
24%
13%
50%
64%66%
70%
53%
63%
82%
71%
59%55%
HAWAI'I California Canada Caribbean Costa Rica Europe Florida Las Vegas Mexico PuertoRico
PLAN TO VISIT IN NEXT 24 MONTHS PLAN TO VISIT IN NEXT 12 MONTHS(% PLANNING IN NEXT 24 MONTHS)
PLANNED VISITATION - COMPETITIVE DESTINATIONS
Q9A. Please tell us for each of the following destination whether or not you plan to visit them for leisure within the next 24 months. (confirm visitation in 2016)Q9B. Please tell us for each of the following destinations whether or not you plan to visit them for leisure within the next 12 months.
65
Eastern U.S. M
arket
44%
35%
31%
24%
12%
5%
29%
Maui O'ahu Hawai'i Kaua'i Lana'i Moloka'i Don't know yet
PLANNED VISITATION TO ISLANDS OF HAWAI’I (AMONG THOSE PLANNING TO VISIT IN NEXT 24 MONTHS)
Q9C. You indicated that you are planning to visit Hawai’i in the next 24 months. Which island do you plan to visit?
66
Eastern U.S. M
arket
61%
24%22%
14%10%
7% 7%3%
Hotel Timeshare Condo Rental houseBed & BreakfastFamily/friend homeCruise ship Other
PLANNED ACCOMMODATIONS (AMONG THOSE PLANNING TO VISIT HAWAI’I IN NEXT 24 MONTHS)
Q9D. You indicated that you are planning to visit Hawai’i in the next 24 months. What type of accommodation do you plan to stay in?
67
Eastern U.S. M
arket
21%
0%
0%
0%
2%
3%
5%
7%
9%
17%
20%
38%
41%
42%
59%
81%
Other
Accommodations were not available
Cancelled trip and will stay at home
Cancelled planned trip and will go to an alternative…
Not enough activities in Hawai'i that interest me
Job/Employment instability
Hawai'i is too congested
Health/other personal reasons
Shopping in Hawai'i is not a good value
I don't have enough time to travel to Hawai'i
Been to Hawai'i before, I wished to try another destination
Flight to Hawai'i is too long
Better value at another destination
Price of the vacation package
Price of the hotel
Price of the airfare
REASONS FOR NOT VISITING HAWAI’I (AMONG THOSE CONSIDERING, BUT NOT PLANNING TO VISIT )
Q10. Earlier you indicated that you had considered Hawai’i for a leisure vacation, but are not intending to visit in the next 24 months. Which of the following reasons explains why you considered, but are not intending to visit Hawai’i in the next 24 months?Note: Segment sample sizes for this question were too small to report segments separately.68
Eastern U.S. M
arket
26%
11%
6%4%
2%
52%
1 Time 2 Times 3-4 Times 5-9 Times 10+ Times Never Visited
LIFETIME VISITS TO HAWAI’I
Q11. How many times have you visited Hawai’i in your lifetime?
2.42Average Number of
Lifetime Trips to Hawai’i(among those visiting 1+ times)
69
Eastern U.S. M
arket
14%
5%
5%
6%
7%
8%
9%
10%
11%
13%
25%
27%
45%
45%
61%
74%
76%
Other
Heard about new things to do since my last visit
It is a tradition. I always visit Hawai'i
I have noticed there are more flights from cities…
To participate in an event or a festival
Many of the hotels and timeshares have been…
I find that Hawai'i is a great value
I spent my honeymoon there
Feels like coming home again
I have friends or family there
It's familiar and I know my way around
Food and dining options
It is safe
I love to experience the culture
Beaches are great
Always great weather
It has stunning natural beauty
REASONS FOR RETURNING TO HAWAI’I (AMONG THOSE VISITING HAWAI’I 2+ TIMES)
Q12. Which of the following reasons best explains why you keep returning to Hawai’i?
70
Eastern U.S. M
arket
Culinary, 58%
Culinary, 76%
Culinary, 89%
Culinary, 90%
Family, 53%
Family, 71%
Family, 79%
Family, 79%
Romantic, 47%
Romantic, 66%
Romantic, 80%
Romantic, 84%
Pls. Environment, 47%
Pls. Environment, 67%
Pls. Environment, 85%
Pls. Environment, 84%
Learning, 56%
Learning, 85%
Learning, 85%
Learning, 86%
Total Eastern, 45%
Total Eastern, 61%
Total Eastern, 74%
Total Eastern, 76%
I love to experience theculture
Beaches are great
Always great weather
It has stunning naturalbeauty
REASONS FOR RETURNING TO HAWAI’I – SEGMENT COMPARISONS (REASONS LISTED IN RANK ORDER FOR TOTAL)
Q12. Which of the following reasons best explains why you keep returning to Hawai’i?
71
Eastern U.S. M
arket
Culinary, 11%
Culinary, 26%
Culinary, 38%
Culinary, 51%
Family, 11%
Family, 31%
Family, 37%
Family, 59%
Romantic, 9%
Romantic, 22%
Romantic, 28%
Romantic, 43%
Pls. Environment, 12%
Pls. Environment, 26%
Pls. Environment, 32%
Pls. Environment, 48%
Learning, 13%
Learning, 30%
Learning, 37%
Learning, 53%
Total Eastern, 13%
Total Eastern, 25%
Total Eastern, 27%
Total Eastern, 45%
I have friends or family there
It's familiar and I know myway around
Food and dining options
It is safe
REASONS FOR RETURNING TO HAWAI’I – SEGMENT COMPARISONS (CONT.) (REASONS LISTED IN RANK ORDER FOR TOTAL)
Q12. Which of the following reasons best explains why you keep returning to Hawai’i?
72
Eastern U.S. M
arket
Culinary, 6%
Culinary, 9%
Culinary, 8%
Culinary, 14%
Family, 6%
Family, 9%
Family, 11%
Family, 18%
Romantic, 6%
Romantic, 11%
Romantic, 10%
Romantic, 10%
Pls. Environment, 6%
Pls. Environment, 9%
Pls. Environment, 6%
Pls. Environment, 12%
Learning, 9%
Learning, 11%
Learning, 9%
Learning, 18%
Total Eastern, 8%
Total Eastern, 9%
Total Eastern, 10%
Total Eastern, 11%
Many of the hotels andtimeshares have beenrenovated/refreshed
I find that Hawai'i is a greatvalue
I spent my honeymoon there
Feels like coming home again
REASONS FOR RETURNING TO HAWAI’I – SEGMENT COMPARISONS (CONT.) (REASONS LISTED IN RANK ORDER FOR TOTAL)
Q12. Which of the following reasons best explains why you keep returning to Hawai’i?
73
Eastern U.S. M
arket
Culinary, 4%
Culinary, 5%
Culinary, 1%
Culinary, 4%
Family, 6%
Family, 8%
Family, 4%
Family, 4%
Romantic, 2%
Romantic, 3%
Romantic, 3%
Romantic, 6%
Pls. Environment, 2%
Pls. Environment, 6%
Pls. Environment, 1%
Pls. Environment, 6%
Learning, 4%
Learning, 8%
Learning, 3%
Learning, 4%
Total Eastern, 5%
Total Eastern, 5%
Total Eastern, 6%
Total Eastern, 7%
Heard about new things to dosince my last visit
It is a tradition. I always visitHawai'i
I have noticed there are moreflights from cities closer tomy home
To participate in an event ora festival
REASONS FOR RETURNING TO HAWAI’I – SEGMENT COMPARISONS (CONT.) (REASONS LISTED IN RANK ORDER FOR TOTAL)
Q12. Which of the following reasons best explains why you keep returning to Hawai’i?
74
Eastern U.S. M
arket
11%12%
19%
11%
14%
31%
2%
2014 (as of NOV) 2013 2012 2009-2011 2004-2008 2003 or Earlier Don't Remember
YEAR LAST VISITED HAWAI’I
Q13. What was the month and year of your last visit to Hawai’i?
75
Eastern U.S. M
arket
18%
5% 5%
8%
27%
7%
11%9%
31%
8%
12%11%
19%
7%6% 6%
5%
DEC JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DK
WIN
TER
SUM
MER
FALL
MONTH LAST VISITED HAWAI’I
Q13. What was the month and year of your last visit to Hawai’i?
SPRI
NG
76
Eastern U.S. M
arket
45%
26%
12% 12%
3% 2% 1%
O'ahu Maui Kaua'i Hawai'i (Kona/Kohala Coast)
Hawai'i(Hilo area)
Moloka'i Lana'iSPRI
NG
ISLANDS’ SHARE OF NIGHTS IN HAWAI’I
Q14. How many nights did you stay on each island during your most recent trip to Hawai’i?
8.7Average Number of Nights
in State of Hawai’i
77
Eastern U.S. M
arket
8.70
5.565.10
4.76 4.65
2.99
4.56
2.58
State ofHawai'i
O'ahu Moloka'i Maui Hawai'i(Kona/Kohala
Coast)
Hawai'i(Hilo area)
Kaua'i Lana'iSPRI
NG
NIGHTS IN HAWAI’I
Q14. How many nights did you stay on each island during your most recent trip to Hawai’i?
(AVERAGE AMONG THOSE STAYING AT LEAST 1+ NIGHT IN STATE OR ON ISLAND )
78
Eastern U.S. M
arket
29% 31% 30% 30% 28% 29%
32% 31% 31% 31% 33% 30%
16% 16% 16% 16% 16% 16%
12% 12% 12% 13% 12% 13%
9% 8% 8% 8% 8% 9%3% 2% 3% 2% 3% 3%
Total Eastern Learning PleasingEnvironment
Romantic Family Culinary
$4,083 $4,835$4,666$3,887$4,289$4,953Other
Shopping
Entertain./Activities
Meals
Lodging
Transportation
AVERAGE SPENDING IN HAWAI’I
Q15. Thinking about your most recent trip to Hawai’i, please estimate how much money your travel party spend in each of the categories listed below. Please type in the U.S. dollar amount in the space provided for each category. If you spend nothing in a particular category, type in ‘0’.
79
Eastern U.S. M
arket
5% 6% 5% 5% 3% 2%
46%54%
44% 46% 54% 51%
3%
4%
4% 4%2% 7%
23%16%
26%28% 23% 22%
22% 19% 21% 17% 19% 17%
Total Eastern Learning PleasingEnvironment
Romantic Family Culinary
3.87 3.733.533.783.763.48
Families (includes kids)
3+ Adults
2 Adults (M/M; F/F)
Couples (M/F)
1 Adult
TRAVEL PARTY SIZE (AVERAGE AND SHARE)
Q16. Including yourself, how many people were in your travel party on your most recent leisure trip to Hawai’i?
80
Eastern U.S. M
arket
68%78% 74% 75% 79% 76%
Total Eastern Learning PleasingEnvironment
Romantic Family Culinary
6.89
7.127.167.107.08
7.13
HAWAI’I EXCELLENT RATING (% TOP 2 BOX; MEAN)
Q17. Overall, how would you rate your most recent trip to Hawai’i? (8 point scale where 1 is Poor and 8 is Excellent)
81
Eastern U.S. M
arket
11% 15% 13% 10%16% 11%
27%30%
28% 30%30%
32%
38%36%
38% 39%36% 40%
23% 19% 21% 21% 17% 16%
Total Eastern Learning PleasingEnvironment
Romantic Family Culinary
2.27 2.42 2.33 2.28 2.45 2.39
Not At All Likely (1)
Not Too Likely (2)
Somewhat Likely (3)
Very Likely (4)
LIKELIHOOD OF RETURNING TO HAWAI’I IN NEXT 24 MONTHS (AVERAGE AND SHARE)
Q18. In the next 24 months, how likely are you to take a vacation or pleasure trip to Hawai’i?
82
WESTERN U.S. MARKET
83
Western U
.S. Market
17%16%
19%
10% 10%
18%
10%
18-24 25-34 35-44 45-49 50-54 55-64 65+
43.7Average Age
DEMOGRAPHICS – AGE
QS3. Which of the following categories includes your age?
84
Western U
.S. Market
43.5
40.4
41.7
43.243.5
41.2
Total Western Learning PleasingEnvironment
Romantic Family Culinary
DEMOGRAPHICS – MEDIAN AGE (YEARS)
QS3. Which of the following categories includes your age?Note: Inclusion in segments are based on specific criteria. See introduction for explanation
85
Western U
.S. Market
31%
24%
8%10%
14%13%
$75,000- $99,000 $100,000-$124,999
$125,000-$149,999
$150,000-$174,999
$175,000-$199,999
$200,000+
$147,000Average Income
DEMOGRAPHICS - INCOME
QS4. Which of the following categories includes your total household income in U.S. dollars?
86
Western U
.S. Market
$120
$124
$119
$124 $125
$130
Total Western Learning PleasingEnvironment
Romantic Family Culinary
DEMOGRAPHICS – MEDIAN INCOME (000)
QS4. Which of the following categories includes your total household income in U.S. dollars?
87
Western U
.S. Market
31%
24%
19%
11%
4%
11%
1 2 3 4 5 More than 5
2.66Average # of Trips
Past 12 Months Compared to Previous 12 Months
17% More
60% Same
23% Less
DEMOGRAPHICS – LONG DISTANCE OVERNIGHT TRIPS IN PAST 12 MONTHS
Q1. How many overnight leisure trips of 500 miles or more have you taken by air in the past 12 months?Q2. How does the number of overnight leisure trips you took by air in the past 12 months differ from the number of trips you took during the previous 12 months?
88
Western U
.S. Market
1.78
1.34
1.70
1.53 1.50
1.27
Total Western Learning PleasingEnvironment
Romantic Family Culinary
DEMOGRAPHICS – MEDIAN NUMBER OF LONG DISTANCE OVERNIGHT TRIPS IN PAST 12 MONTHS
Q1. How many overnight leisure trips of 500 miles or more have you taken by air in the past 12 months?Q2. How does the number of overnight leisure trips you took by air in the past 12 months differ from the number of trips you took during the previous 12 months?
89
Western U
.S. Market
4%
19%
8%
17%
20%
25%
26%
28%
28%
30%
30%
30%
31%
36%
54%
No Trip Considered
Other
Switzerland
Costa Rica
Germany
Mexico
United Kingdom
France
Italy
Caribbean
Australia
Alaska
Las Vegas
Other Europe
Hawai'i
DESTINATION CONSIDERATION FOR NEXT LEISURE VACATION
Q3. Please indicate which of the following destinations you are considering for your next leisure vacation, including those that you might visit on a cruise.
90
Western U
.S. Market
77%80%81%81%82%
78%79%80%
89%
39%53%
83%
28%41%
71%
75%
Travel is an important part of my lifeI feel alive and energetic when I travel
Vacations enrich my perspective on lifeIt's a great chance to relax, get rid of stress
Renews my mind, body and soul
I gain knowledge of history or other culturesI like to experience authentic local culture
I like to learn new thingsI can see and do new things, have new/different experiences
It's nice to have others serve/wait on meI can spend more time with my friends
I can spend more quality time with my spouse/family
I seek solitude and isolation when vacationingHave an outdoors adventure to test my physical abilitiesNo schedules to meet, I can do what I want, when I want
I can do fun recreational activities
INDEPENDENT
RECONNECT
ACTIVITY
EXPERIENCE/LEARN
REVITALIZE
= 4.1
REASONS FOR TAKING A LEISURE VACATION (% TOP 2 BOX; MEAN)
Q4. Please indicate how important each of the following reasons is to you for taking a vacation (1=Not at all Important; 5=Extremely Important)
= 4.2
= 4.2
= 4.1
= 4.3= 4.3
= 4.2= 4.1
= 4.1
= 3.1= 3.5= 4.3
= 2.9= 3.1
= 4.0
= 4.4
91
Western U
.S. Market
42%
51%
59%
68%
72%
74%
74%
77%
77%
78%
78%
78%
78%
78%
79%
81%
82%
83%
It is romantic
It's a good place for family and children
It is easy to get there
It is easy to navigate and get around
It offers quality culinary and dining experiences
There are always opportunities to discover new activities…
The environment is clean
There are many historic and cultural things to see and do
It's a good value for the money
The history and culture are intriguing
It has unique scenery unlike anywhere else
The local people are friendly
It provides a sense of relaxation, a place to unwind and get re-…
It is a great place to get away from it all
Offers authentic experiences
It offers a different experience than other places
It has a variety of unique experiences and activities
It is a safe and secure place
ATTRIBUTES IMPORTANT IN CHOOSING A DESTINATION (% TOP 2 BOX; MEAN)
Q5. Please indicate how important each of the following attributes is to you when selecting a leisure destination (1=Not at all Important; 5=Extremely Important)
= 4.1
= 4.2
= 4.1
= 4.3
= 3.3
= 3.4
= 4.0
= 3.9
= 3.7
= 4.1
= 4.1
= 4.2
= 4.2
= 4.2
= 4.1
= 4.0
= 4.1
= 4.0
92
Western U
.S. Market
69%
66%
41%
63%
46%
67%
51%
41%
34%
43%
60%
60%
72%
68%
56%
51%
58%
67%
42%
51%
59%
68%
72%
74%
74%
77%
77%
78%
78%
78%
78%
78%
79%
81%
82%
83%
It is romantic
It's a good place for family and children
It is easy to get there
It is easy to navigate and get around
It offers quality culinary and dining experiences
The environment is clean
There are always opportunities to discover new…
There are many historic and cultural things to see and do
It's a good value for the money
The history and culture are intriguing
The local people are friendly
It has unique scenery unlike anywhere else
It provides a sense of relaxation, a place to unwind and…
It is a great place to get away from it all
Offers authentic experiences
It offers a different experience than other places
It has a variety of unique experiences and activities
It is a safe and secure place
Importance of Attribute (% Top 2 Box) % Stating Attribute Applies to Hawai'i
ATTRIBUTES IMPORTANT IN CHOOSING A DESTINATION
Q5. Please indicate how important each of the following attributes is to you when selecting a leisure destination (1=Not at all Important; 5=Extremely Important)Q6. In your opinion, for each attribute, please select the destination(s) to which it applies.
93
Attributes Listed in Order of Importance (% Top 2 Box)Base - Total Eastern based on total respondents; segments based on respondents included in each segment only – respondents may be included in multiple segments.
Total Western Learning Pls. Envi-
ronment Romantic Family Culinary
It is a safe and secure place Important in choosing Any destination 83% 89% 87% 89% 85% 89%
% Stating Attribute Applies to Hawai’i 67% 89% 79% 83% 83% 87%It has a variety of unique experiences and activities
Important in choosing Any destination 82% 86% 86% 85% 84% 86%
% Stating Attribute Applies to Hawai’i 58% 93% 67% 73% 74% 84%
It offers a different experience than other places Important in choosing Any destination 81% 84% 85% 84% 83% 83%
% Stating Attribute Applies to Hawai’i 51% 78% 61% 59% 59% 70%
Offers authentic experiences Important in choosing Any destination 79% 85% 83% 81% 82% 83%
% Stating Attribute Applies to Hawai’i 56% 86% 68% 67% 6% 78%
The history and culture are intriguing Important in choosing Any destination 78% 82% 82% 80% 80% 83%
% Stating Attribute Applies to Hawai’i 43% 79% 52% 58% 57% 74%
It has unique scenery unlike anywhere else Important in choosing Any destination 78% 82% 82% 81% 81% 82%
% Stating Attribute Applies to Hawai’i 60% 92% 69% 77% 77% 84%
The local people are friendly Important in choosing Any destination 78% 82% 80% 81% 81% 85%
% Stating Attribute Applies to Hawai’i 60% 88% 74% 76% 78% 89%It provides a sense of relaxation, a place to unwind and get re-energized
Important in choosing Any destination 78% 83% 81% 81% 80% 84%
% Stating Attribute Applies to Hawai’i 72% 94% 83% 91% 90% 92%
It is a great place to get away from it all Important in choosing Any destination 78% 81% 81% 82% 79% 82%
% Stating Attribute Applies to Hawai’i 68% 90% 82% 82% 78% 87%
ATTRIBUTES IMPORTANT IN CHOOSING A DESTINATION – SEGMENT COMPARISONS
Q5. Please indicate how important each of the following attributes is to you when selecting a leisure destination (1=Not at all Important; 5=Extremely Important)Q6. In your opinion, for each attribute, please select the destination(s) to which it applies.
Western U
.S. Market
94
Attributes Listed in Order of Importance (% Top 2 Box)Base - Total Eastern based on total respondents; segments based on respondents included in each segment only – respondents may be included in multiple segments.
Total Western Learning Pls. Envi-
ronment Romantic Family Culinary
There are many historic and cultural things to see and do
Important in choosing Any destination 77% 82% 80% 79% 79% 81%
% Stating Attribute Applies to Hawai’i 41% 75% 49% 56% 57% 70%
It's a good value for the money Important in choosing Any destination 77% 80% 79% 79% 78% 82%
% Stating Attribute Applies to Hawai’i 34% 44% 41% 37% 37% 48%There are always opportunities to discover new activities and experiences that make you want to return again and again
Important in choosing Any destination 74% 78% 78% 75% 77% 79%
% Stating Attribute Applies to Hawai’i 51% 88% 62% 62% 69% 67%
The environment is clean Important in choosing Any destination 74% 80% 77% 78% 76% 81%
% Stating Attribute Applies to Hawai’i 67% 88% 82% 79% 80% 86%
It offers quality culinary and dining experiences Important in choosing Any destination 72% 76% 76% 76% 75% 77%
% Stating Attribute Applies to Hawai’i 46% 75% 56% 61% 61% 100%
It is easy to navigate and get around Important in choosing Any destination 68% 72% 72% 71% 69% 73%
% Stating Attribute Applies to Hawai’i 63% 82% 76% 72% 73% 81%
It is easy to get there Important in choosing Any destination 59% 62% 62% 60% 59% 65%
% Stating Attribute Applies to Hawai’i 41% 53% 50% 50% 52% 50%
It's a good place for family and children Important in choosing Any destination 51% 55% 54% 53% 54% 60%
% Stating Attribute Applies to Hawai’i 66% 89% 76% 83% 100% 87%
It is romantic Important in choosing Any destination 42% 37% 42% 39% 36% 35%
% Stating Attribute Applies to Hawai’i 69% 94% 79% 100% 87% 91%
ATTRIBUTES IMPORTANT IN CHOOSING A DESTINATION – SEGMENT COMPARISONS (CONT.)
Q5. Please indicate how important each of the following attributes is to you when selecting a leisure destination (1=Not at all Important; 5=Extremely Important)Q6. In your opinion, for each attribute, please select the destination(s) to which it applies.
Western U
.S. Market
95
Western U
.S. Market
Alaska, 60%
Alaska, 56%
Alaska, 53%
Costa Rica, 43%
Costa Rica, 45%
Costa Rica, 15%
Australia, 52%
Australia, 57%
Australia, 49%
Mexico, 34%
Mexico, 49%
Mexico, 6%
Caribbean, 34%
Caribbean, 41%
Caribbean, 22%
Las Vegas, 38%
Las Vegas, 41%
Las Vegas, 24%
Europe, 67%
Europe, 6%
Europe, 41%
Hawai'i, 51%
Hawai'i, 58%
Hawai'i, 67%
It offers a different experiencethan other places
It has a variety of uniqueexperiences and activities
It is a safe and secure place
DESTINATION ATTRIBUTES – COMPETITIVE COMPARISONS (ATTRIBUTES LISTED IN RANK ORDER OF IMPORTANCE)
Q6. In your opinion, for each attribute, please select the destination(s) to which it applies.
96
Western U
.S. Market
Alaska, 35%
Alaska, 38%
Alaska, 41%
Costa Rica, 40%
Costa Rica, 42%
Costa Rica, 38%
Australia, 34%
Australia, 29%
Australia, 43%
Mexico, 44%
Mexico, 40%
Mexico, 38%
Caribbean, 47%
Caribbean, 39%
Caribbean, 30%
Las Vegas, 15%
Las Vegas, 15%
Las Vegas, 15%
Europe, 21%
Europe, 33%
Europe, 74%
Hawai'i, 72%
Hawai'i, 68%
Hawai'i, 56%
It provides a sense ofrelaxation, a place to unwindand get re-energized
It is a great place to get awayfrom it all
Offers authentic experiences
DESTINATION ATTRIBUTES – COMPETITIVE COMPARISONS (CONT.) (ATTRIBUTES LISTED IN RANK ORDER OF IMPORTANCE)
Q6. In your opinion, for each attribute, please select the destination(s) to which it applies.
97
Western U
.S. Market
Alaska, 30%
Alaska, 38%
Alaska, 59%
Costa Rica, 30%
Costa Rica, 35%
Costa Rica, 41%
Australia, 36%
Australia, 39%
Australia, 48%
Mexico, 42%
Mexico, 26%
Mexico, 23%
Caribbean, 23%
Caribbean, 28%
Caribbean, 30%
Las Vegas, 6%
Las Vegas, 14%
Las Vegas, 14%
Europe, 74%
Europe, 31%
Europe, 54%
Hawai'i, 43%
Hawai'i, 60%
Hawai'i, 60%
The history and culture areintriguing
The local people are friendly
It has unique scenery unlikeanywhere else
DESTINATION ATTRIBUTES – COMPETITIVE COMPARISONS (CONT.) (ATTRIBUTES LISTED IN RANK ORDER OF IMPORTANCE)
Q6. In your opinion, for each attribute, please select the destination(s) to which it applies.
98
Western U
.S. Market
Alaska, 51%
Alaska, 36%
Alaska, 15%
Costa Rica, 32%
Costa Rica, 30%
Costa Rica, 23%
Australia, 51%
Australia, 38%
Australia, 8%
Mexico, 24%
Mexico, 48%
Mexico, 49%
Caribbean, 38%
Caribbean, 30%
Caribbean, 16%
Las Vegas, 22%
Las Vegas, 6%
Las Vegas, 29%
Europe, 67%
Europe, 76%
Europe, 24%
Hawai'i, 51%
Hawai'i, 41%
Hawai'i, 34%
There are always opportunititesto discover new activities andexperiences that make youwant to return again and again
There are many historic andcultural things to see and do
It's a good value for the money
DESTINATION ATTRIBUTES – COMPETITIVE COMPARISONS (CONT.) (ATTRIBUTES LISTED IN RANK ORDER OF IMPORTANCE)
Q6. In your opinion, for each attribute, please select the destination(s) to which it applies.
99
Western U
.S. Market
Alaska, 18%
Alaska, 31%
Alaska, 54%
Costa Rica, 9%
Costa Rica, 17%
Costa Rica, 18%
Australia, 18%
Australia, 23%
Australia, 39%
Mexico, 21%
Mexico, 39%
Mexico, 8%
Caribbean, 11%
Caribbean, 33%
Caribbean, 21%
Las Vegas, 57%
Las Vegas, 59%
Las Vegas, 16%
Europe, 36%
Europe, 71%
Europe, 27%
Hawai'i, 63%
Hawai'i, 46%
Hawai'i, 67%
It is easy to navigate and getaround
It offers quality culinary anddining experiences
The environment is clean
DESTINATION ATTRIBUTES – COMPETITIVE COMPARISONS (CONT.) (ATTRIBUTES LISTED IN RANK ORDER OF IMPORTANCE)
Q6. In your opinion, for each attribute, please select the destination(s) to which it applies.10
0
Western U
.S. Market
Alaska, 13%
Alaska, 31%
Alaska, 29%
Costa Rica, 30%
Costa Rica, 14%
Costa Rica, 15%
Australia, 19%
Australia, 28%
Australia, 18%
Mexico, 28%
Mexico, 22%
Mexico, 37%
Caribbean, 49%
Caribbean, 30%
Caribbean, 17%
Las Vegas, 18%
Las Vegas, 15%
Las Vegas, 68%
Costa Rica2, 54%
Costa Rica2, 25%
Costa Rica2, 18%
Hawai'i, 69%
Hawai'i, 66%
Hawai'i, 41%
It is romantic
It's a good place for family andchildren
It is easy to get there
DESTINATION ATTRIBUTES – COMPETITIVE COMPARISONS (CONT.) (ATTRIBUTES LISTED IN RANK ORDER OF IMPORTANCE)
Q6. In your opinion, for each attribute, please select the destination(s) to which it applies.10
1
Attributes Listed in Order of Importance(% Top 2 Box) Hawaii Alaska Costa
RicaAustra-
lia Mexico Carib-bean
Las Vegas Europe
It is a safe and secure place 67% -14 -52 -18 -61 -45 -43 -26
It has a variety of unique experiences and activities 58% -2 -13 -1 -9 -17 -17 8
It offers a different experience than other places 51% 9 -8 1 -17 -17 -13 16
Offers authentic experiences 56% -15 -18 -13 -18 -26 -41 18
It is a great place to get away from it all 68% -30 -26 -39 -28 -29 -53 -35
It provides a sense of relaxation, a place to unwind and get re-energized 72% -37 -32 -38 -28 -25 -57 -51
It has unique scenery unlike anywhere else 60% -1 -19 -12 -37 -30 -46 -6
The local people are friendly 60% -22 -25 -21 -34 -32 -46 -29
The history and culture are intriguing 43% -13 -13 -7 -1 -20 -37 31
It's a good value for the money 34% -19 -11 -26 15 -18 -5 -10
There are many historic and cultural things to see and do 41% -5 -11 -3 7 -11 -35 35
There are always opportunities to discover new activitiesand experiences that make you want to return again and again 51% 0 -19 0 -27 -13 -29 16
The environment is clean 67% -13 -49 -28 -59 -46 -51 -40
It offers quality culinary and dining experiences 46% -15 -29 -23 -7 -13 13 25
It is easy to navigate and get around 63% -45 -54 -45 -42 -52 -6 -27
It is easy to get there 41% -12 -26 -23 -4 -24 27 -23
It's a good place for family and children 66% -35 -52 -38 -44 -36 -51 -41
It is romantic 69% -56 -39 -50 -41 -20 -51 -15
DESTINATION ATTRIBUTES – COMPETITIVE COMPARISONS (% POINT DIFFERENCE FROM HAWAI’I; RED = HAWAI’I DELIVERS BETTER)
Q5. Please indicate how important each of the following attributes is to you when selecting a leisure destination (1=Not at all Important; 5=Extremely Important)Q6. In your opinion, for each attribute, please select the destination(s) to which it applies.
Western U
.S. Market
102
Western U
.S. Market
49%
54%
58%
62%
64%
72%
75%
75%
80%
84%
84%
85%
87%
91%
94%
95%
Celebrity sightings/places that celebrities visit
Place to see where movies and television shows…
Shopping
Special events/festivals that occur throughout the year
A variety of places to stay that fit any budget
Top restaurants/celebrity chefs/fine dining
Peforming and cultural arts
Historic/cultural sites/museums
Authentic native culture
Destination for curise ships
Local eateries and local specialty items
State/National parks and beaches
Golfing
Family-friendly activities
Relaxation and romance
Recreational activities, including water sports, zip lining,…
IMPRESSION OF HAWAI’I (% RATING TOP 2 BOX; MEAN)
Q7. Please indicate your impression of how well Hawai’i delivers on each of the attributes listed using a scale of 1 (Does Not Deliver at All) to 5 (Delivers Extremely Well).
= 4.7
= 4.6
= 4.5
= 4.4
= 4.5
= 4.3
= 4.2
= 4.3
= 4.1
= 4.0
= 3.9
= 3.7
= 3.9
= 3.8
= 3.6
= 3.3
103
Western U
.S. Market
Culinary, 91%
Culinary, 96%
Culinary, 97%
Culinary, 98%
Family, 88%
Family, 95%
Family, 95%
Family, 96%
Romantic, 87%
Romantic, 93%
Romantic, 97%
Romantic, 96%
Pls. Environment, 87%
Pls. Environment, 94%
Pls. Environment, 96%
Pls. Environment, 97%
Learning, 91%
Learning, 96%
Learning, 97%
Learning, 98%
Total Western, 87%
Total Western, 91%
Total Western, 94%
Total Western, 95%
Golfing
Family-friendly activities
Relaxation and romance
Recreational activities,including water sports, ziplining, snorkeling, hiking,biking, etc.)
IMPRESSION OF HAWAI’I BY SEGMENT (% RATING TOP 2 BOX)
Q7. Please indicate your impression of how well Hawai’i delivers on each of the attributes listed using a scale of 1 (Does Not Deliver at All) to 5 (Delivers Extremely Well).10
4
Western U
.S. Market
Culinary, 92%
Culinary, 87%
Culinary, 93%
Culinary, 96%
Family, 87%
Family, 83%
Family, 85%
Family, 94%
Romantic, 90%
Romantic, 84%
Romantic, 86%
Romantic, 94%
Pls. Environment, 80%
Pls. Environment, 85%
Pls. Environment, 86%
Pls. Environment, 86%
Learning, 94%
Learning, 91%
Learning, 91%
Learning, 97%
Total Western, 80%
Total Western, 84%
Total Western, 84%
Total Western, 85%
Authentic native culture
Destination for curise ships
Local eateries and localspecialty items
State/National parks andbeaches
IMPRESSION OF HAWAI’I BY SEGMENT (CONT.) (% RATING TOP 2 BOX)
Q7. Please indicate your impression of how well Hawai’i delivers on each of the attributes listed using a scale of 1 (Does Not Deliver at All) to 5 (Delivers Extremely Well).10
5
Western U
.S. Market
Culinary, 73%
Culinary, 84%
Culinary, 83%
Culinary, 85%
Family, 66%
Family, 72%
Family, 75%
Family, 74%
Romantic, 64%
Romantic, 73%
Romantic, 76%
Romantic, 75%
Pls. Environment, 67%
Pls. Environment, 74%
Pls. Environment, 77%
Pls. Environment, 75%
Learning, 73%
Learning, 76%
Learning, 88%
Learning, 84%
Total Western, 64%
Total Western, 72%
Total Western, 75%
Total Western, 75%
A variety of places to staythat fit any budget
Top restaurants/celebritychefs/fine dining
Performing and cultural arts
Historic/cultural sites,museums
IMPRESSION OF HAWAI’I BY SEGMENT (% RATING TOP 2 BOX)
Q7. Please indicate your impression of how well Hawai’i delivers on each of the attributes listed using a scale of 1 (Does Not Deliver at All) to 5 (Delivers Extremely Well).10
6
Western U
.S. Market
Culinary, 60%
Culinary, 47%
Culinary, 77%
Culinary, 57%
Family, 49%
Family, 46%
Family, 67%
Family, 56%
Romantic, 48%
Romantic, 48%
Romantic, 68%
Romantic, 58%
Pls. Environment, 53%
Pls. Environment, 52%
Pls. Environment, 60%
Pls. Environment, 61%
Learning, 57%
Learning, 49%
Learning, 76%
Learning, 57%
Total Western, 49%
Total Western, 54%
Total Western, 58%
Total Western, 62%
Celebrity sightings/placesthat celebrities visit
Place to see where moviesand television showswere/are filmed
Shopping
Special events/festivals thatoccur throughout the year
IMPRESSION OF HAWAI’I BY SEGMENT (% RATING TOP 2 BOX)
Q7. Please indicate your impression of how well Hawai’i delivers on each of the attributes listed using a scale of 1 (Does Not Deliver at All) to 5 (Delivers Extremely Well).10
7
Western U
.S. Market
48%
61%
52%56%
58%
63%63%67%
63% 62%64%
69%
55%
71%
60%
66% 65%
70%
Total Western Learning PleasingEnvironment
Romantic Family Culinary
VISITED PAST 36 MONTHS VISITED PAST 12 MONTHS(% VISITED IN PAST 36 MONTHS)
Plan to Visit in next 24 Months
HAWAI’I VISITATION BY SEGMENT
Q8A. Please indicate whether or not you visited each of the following destination for leisure within the past 3 years.Q8B. Please indicate whether or not you visited each of the following destinations for leisure within the past 12 months.Q9A. Please tell us for each of the following destinations whether or not you plan to visit them for leisure in the next 24 months.10
8
Western U
.S. Market
48%
14% 13%
7%
46%
35%
22%
75%
39%
63%
41%
65%
48%
31%
59%
43%
76%
48%
HAWAI'I Alaska Costa Rica Australia Mexico Canada Caribbean Las Vegas Europe
VISITED PAST 36 MONTHS VISITED PAST 12 MONTHS(% VISITED IN PAST 36 MONTHS)
VISITATION - COMPETITIVE DESTINATIONS
Q8A. Please indicate whether or not you visited each of the following destination for leisure within the past 3 years.Q8B. Please indicate whether or not you visited each of the following destinations for leisure within the past 12 months.10
9
Western U
.S. Market
55%
27%
21%
31%
43%
37%
26%
61% 61%
73%
56%
67%
40%
64%
55%
60%
73%75%
HAWAI'I Alaska Costa Rica Australia Mexico Canada Caribbean Las Vegas Europe
PLAN TO VISIT IN NEXT 24 MONTHS PLAN TO VISIT IN NEXT 12 MONTHS(% PLANNING IN NEXT 24 MONTHS)
PLANNED VISITATION - COMPETITIVE DESTINATIONS
Q9A. Please tell us for each of the following destination whether or not you plan to visit them for leisure within the next 24 months. (confirm visitation in 2016)Q9B. Please tell us for each of the following destinations whether or not you plan to visit them for leisure within the next 12 months.11
0
Western U
.S. Market
39% 38%
31%
23%
3%1%
17%
Hawai'i Maui O'ahu Kaua'i Lana'i Moloka'i Don't know yet
PLANNED VISITATION TO ISLANDS OF HAWAI’I (AMONG THOSE PLANNING TO VISIT IN NEXT 24 MONTHS)
Q9C. You indicated that you are planning to visit Hawai’i in the next 24 months. Which island do you plan to visit? 11
1
Western U
.S. Market
70%
19%16%
11%8%
6% 5%
0%
Hotel Condo TimeshareFamily/friend homeRental house Cruise ship Bed & Breakfast Other
PLANNED ACCOMMODATIONS (AMONG THOSE PLANNING TO VISIT HAWAI’I IN NEXT 24 MONTHS)
Q9D. You indicated that you are planning to visit Hawai’i in the next 24 months. What type of accommodation do you plan to stay in? 11
2
Western U
.S. Market
6%
0%
0%
0%
0%
0%
0%
1%
5%
8%
11%
16%
18%
58%
65%
70%
Other
Accommodations were not available
Cancelled trip and will stay at home
Cancelled planned trip and will go to an alternative…
Not enough activities in Hawai'i that interest me
Hawai'i is too congested
Shopping in Hawai'i is not a good value
Health/other personal reasons
Flight to Hawai'i is too long
Price of the hotel
Better value at another destination
Price of the vacation package
Been to Hawai'i before, I wished to try another destination
Job/Employment instability
I don't have enough time to travel to Hawai'i
Price of the airfare
REASONS FOR NOT VISITING HAWAI’I (AMONG THOSE CONSIDERING, BUT NOT PLANNING TO VISIT )
Q10. Earlier you indicated that you had considered Hawai’i for a leisure vacation, but are not intending to visit in the next 24 months. Which of the following reasons explains why you considered, but are not intending to visit Hawai’i in the next 24 months?Note: Total and Segment sample sizes for this question are very small; segments are not reported separately.11
3
Western U
.S. Market
15%
19%
25%
14%
10%
17%
1 Time 2 Times 3-4 Times 5-9 Times 10+ Times Never Visited
LIFETIME VISITS TO HAWAI’I
Q11. How many times have you visited Hawai’i in your lifetime?
4.99Average Number of
Lifetime Trips to Hawai’i(among those visiting 1+ times)
114
Western U
.S. Market
10%
4%
6%
8%
11%
11%
16%
17%
23%
25%
26%
38%
38%
55%
70%
71%
74%
Other
To participate in an event or a festival
Heard about new things to do since my last visit
It is a tradition. I always visit Hawai'i
I have noticed there are more flights from cities…
I spent my honeymoon there
I have friends or family there
I find that Hawai'i is a great value
Many of the hotels and timeshares have been…
Feels like coming home again
It's familiar and I know my way around
Food and dining options
I love to experience the culture
It is safe
It has stunning natural beauty
Beaches are great
Always great weather
REASONS FOR RETURNING TO HAWAI’I (AMONG THOSE VISITING HAWAI’I 2+ TIMES)
Q12. Which of the following reasons best explains why you keep returning to Hawai’i?11
5
Western U
.S. Market
Culinary, 69%
Culinary, 87%
Culinary, 87%
Culinary, 79%
Family, 68%
Family, 83%
Family, 84%
Family, 75%
Romantic, 66%
Romantic, 85%
Romantic, 84%
Romantic, 77%
Pls. Environment, 58%
Pls. Environment, 74%
Pls. Environment, 74%
Pls. Environment, 78%
Learning, 68%
Learning, 89%
Learning, 87%
Learning, 80%
Total Western, 55%
Total Western, 70%
Total Western, 71%
Total Western, 74%
It is safe
It has stunning naturalbeauty
Beaches are great
Always great weather
REASONS FOR RETURNING TO HAWAI’I – SEGMENT COMPARISONS (REASONS LISTED IN RANK ORDER FOR TOTAL)
Q12. Which of the following reasons best explains why you keep returning to Hawai’i?11
6
Western U
.S. Market
Culinary, 18%
Culinary, 25%
Culinary, 62%
Culinary, 38%
Family, 20%
Family, 30%
Family, 51%
Family, 32%
Romantic, 19%
Romantic, 26%
Romantic, 49%
Romantic, 35%
Pls. Environment, 27%
Pls. Environment, 26%
Pls. Environment, 42%
Pls. Environment, 41%
Learning, 19%
Learning, 24%
Learning, 59%
Learning, 38%
Total Western, 25%
Total Western, 26%
Total Western, 38%
Total Western, 38%
Feels like coming home again
It's familiar and I know myway around
Food and dining options
I love to experience theculture
REASONS FOR RETURNING TO HAWAI’I – SEGMENT COMPARISONS (CONT.) (REASONS LISTED IN RANK ORDER FOR TOTAL)
Q12. Which of the following reasons best explains why you keep returning to Hawai’i?11
7
Western U
.S. Market
Culinary, 13%
Culinary, 20%
Culinary, 18%
Culinary, 37%
Family, 13%
Family, 19%
Family, 19%
Family, 29%
Romantic, 13%
Romantic, 19%
Romantic, 19%
Romantic, 29%
Pls. Environment, 12%
Pls. Environment, 17%
Pls. Environment, 17%
Pls. Environment, 25%
Learning, 12%
Learning, 20%
Learning, 17%
Learning, 36%
Total Western, 11%
Total Western, 16%
Total Western, 17%
Total Western, 23%
I spent my honeymoon there
I have friends and familythere
I find that Hawai'i is a greatvalue
Many of the hotels andtimeshares have beenrenovated/refreshed
REASONS FOR RETURNING TO HAWAI’I – SEGMENT COMPARISONS (CONT.) (REASONS LISTED IN RANK ORDER FOR TOTAL)
Q12. Which of the following reasons best explains why you keep returning to Hawai’i?11
8
Western U
.S. Market
Culinary, 5%
Culinary, 9%
Culinary, 10%
Culinary, 11%
Family, 6%
Family, 6%
Family, 10%
Family, 13%
Romantic, 5%
Romantic, 6%
Romantic, 10%
Romantic, 13%
Pls. Environment, 4%
Pls. Environment, 6%
Pls. Environment, 8%
Pls. Environment, 11%
Learning, 5%
Learning, 7%
Learning, 11%
Learning, 12%
Total Eastern, 4%
Total Eastern, 6%
Total Eastern, 8%
Total Eastern, 11%
To participate in an event ora festival
Heard about new things to dosince my last visit
It is a tradition. I always visitHawai'i
I have noticed there are moreflights from cities closer tomy home
REASONS FOR RETURNING TO HAWAI’I – SEGMENT COMPARISONS (CONT.) (REASONS LISTED IN RANK ORDER FOR TOTAL)
Q12. Which of the following reasons best explains why you keep returning to Hawai’i?11
9
Western U
.S. Market
20%
22%
18%
9%8%
22%
1%
2014 (as of NOV) 2013 2012 2009-2011 2004-2008 2003 or Earlier Don't Remember
YEAR LAST VISITED HAWAI’I
Q13. What was the month and year of your last visit to Hawai’i?12
0
Western U
.S. Market
16%
6%5% 5%
27%
7%5%
15%
23%
7%9%
6%
32%
6%
9%
17%
3%
DEC JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DK
WIN
TER
SUM
MER
FALL
MONTH LAST VISITED HAWAI’I
Q13. What was the month and year of your last visit to Hawai’i?
SPRI
NG
121
Western U
.S. Market
36%
26%
20%
13%
3%1% 0%
O'ahu Maui Kaua'i Hawai'i (Kona/Kohala Coast)
Hawai'i(Hilo area)
Lana'i Moloka'iSPRI
NG
ISLANDS’ SHARE OF NIGHTS IN HAWAI’I
Q14. How many nights did you stay on each island during your most recent trip to Hawai’i?
7.7Average Number of Nights
in State of Hawai’i
122
Western U
.S. Market
7.70
5.82
2.64
5.35 5.32 5.30
2.54 2.39
State ofHawai'i
Hawai'i(Kona/Kohala
Coast)
Hawai'i(Hilo area)
Maui Kaua'i O'ahu Moloka'i Lana'iSPRI
NG
NIGHTS IN HAWAI’I
Q14. How many nights did you stay on each island during your most recent trip to Hawai’i?
(AVERAGE AMONG THOSE STAYING AT LEAST 1+ NIGHT IN STATE OR ON ISLAND )
123
Western U
.S. Market
25% 24% 25% 23% 25% 24%
35% 35% 36% 35% 35% 36%
19% 21% 20% 20% 20% 21%
11% 10% 10% 11% 10% 10%
9% 9% 8% 9% 9% 9%1% 1% 1% 1% 1% 1%
Total Western Learning PleasingEnvironment
Romantic Family Culinary
$3,535 $3,575$3,542$3,565$3,691$3,663
AVERAGE SPENDING IN HAWAI’I
OtherShopping
Entertain./Activities
Meals
Lodging
Transportation
Q15. Thinking about your most recent trip to Hawai’i, please estimate how much money your travel party spend in each of the categories listed below. Please type in the U.S. dollar amount in the space provided for each category. If you spend nothing in a particular category, type in ‘0’. 12
4
Western U
.S. Market
9% 7% 7% 7% 7% 8%
35% 33% 35% 37% 37% 33%
6%4% 4% 5% 5%
4%
20%
11%20% 13% 12%
11%
31%
44%33% 38% 39% 44%
Total Eastern Learning PleasingEnvironment
Romantic Family Culinary
3.35 3.523.353.373.383.55
TRAVEL PARTY SIZE (AVERAGE AND SHARE)
Families (includes kids)
3+ Adults
2 Adults (M/M; F/F)
Couples (M/F)
1 Adult
Q16. Including yourself, how many people were in your travel party on your most recent leisure trip to Hawai’i?12
5
Western U
.S. Market
72%
86%78% 76% 76%
82%
Total Western Learning PleasingEnvironment
Romantic Family Culinary
7.09
7.407.237.237.27
7.49
HAWAI’I EXCELLENT RATING (% TOP 2 BOX; MEAN)
Q17. Overall, how would you rate your most recent trip to Hawai’i? (8 point scale where 1 is Poor and 8 is Excellent)12
6
Western U
.S. Market
40%
59%
45%50% 49%
59%
29%
18%
28% 21% 23%17%
21%17% 19% 21% 19% 17%
9% 7% 8% 7% 8% 7%
Total Western Learning PleasingEnvironment
Romantic Family Culinary
3.00 3.28 3.11 3.15 3.14 3.27
LIKELIHOOD OF RETURNING TO HAWAI’I IN NEXT 24 MONTHS (AVERAGE AND SHARE)
Not At All Likely (1)
Not Too Likely (2)
Somewhat Likely (3)
Very Likely (4)
Q18. In the next 24 months, how likely are you to take a vacation or pleasure trip to Hawai’i?12
7
JAPANESE MARKETCANADA MARKET
128
Canada Market
12%
16%17%
10% 10%
17%
19%
18-24 25-34 35-44 45-49 50-54 55-64 65+
46.6Average Age
DEMOGRAPHICS – AGE
QS3. Which of the following categories includes your age?
129
Canada Market46.6
44.2
48.1
46.6
47.3
45.0
Total Canadian Learning PleasingEnvironment
Romantic Family Culinary
DEMOGRAPHICS – MEDIAN AGE (YEARS)
QS3. Which of the following categories includes your age?Note: Inclusion in segments are based on specific criteria. See introduction for explanation
130
Canada Market
35%
25%
15%
9% 8% 8%
$75,000- $99,000 $100,000-$124,999
$125,000-$149,999
$150,000-$174,999
$175,000-$199,999
$200,000+
$133,000Average Income
DEMOGRAPHICS - INCOME
QS4. Which of the following categories includes your total household income in Canadian dollars?
131
Canada Market
$115
$102
$114
$108 $109
$114
Total Canadian Learning PleasingEnvironment
Romantic Family Culinary
DEMOGRAPHICS – MEDIAN INCOME (000)
QS4. Which of the following categories includes your total household income in Canadian dollars?
132
Canada Market
30%
25%
18%
13%
5%
8%
1 2 3 4 5 More than 5
2.63Average # of Trips
Past 12 Months Compared to Previous 12 Months
26% More
62% Same
11% Less
DEMOGRAPHICS – LONG DISTANCE OVERNIGHT TRIPS IN PAST 12 MONTHS
Q1. How many overnight leisure trips of 500 miles or more have you taken by air in the past 12 months?Q2. How does the number of overnight leisure trips you took by air in the past 12 months differ from the number of trips you took during the previous 12 months?
133
Canada Market1.78
1.56
1.831.74
1.92
1.67
Total Canadian Learning PleasingEnvironment
Romantic Family Culinary
DEMOGRAPHICS – MEDIAN NUMBER OF LONG DISTANCE OVERNIGHT TRIPS IN PAST 12 MONTHS
Q1. How many overnight leisure trips of 500 miles or more have you taken by air in the past 12 months?Q2. How does the number of overnight leisure trips you took by air in the past 12 months differ from the number of trips you took during the previous 12 months?
134
Canada Market
3%
19%
14%
15%
20%
29%
30%
31%
35%
36%
38%
No Trip Considered
Other
Florida
Australia
Arizona
Caribbean
Mexico
Las Vegas
California
Hawai'i
Europe
DESTINATION CONSIDERATION FOR NEXT LEISURE VACATION
Q3. Please indicate which of the following destinations you are considering for your next leisure vacation, including those that you might visit on a cruise.
135
Canada Market
76%76%77%79%81%
68%71%
74%79%
35%40%
73%
23%27%
78%
60%
Renews my mind, body and soulI feel alive and energetic when I travel
Travel is an important part of my lifeVacations enrich my perspective on life
It's a great chance to relax, get rid of stress
I gain knowledge of history or other culturesI like to experience authentic local culture
I like to learn new thingsI can see and do new things, have new/different experiences
I can spend more time with my friendsIt's nice to have others serve/wait on me
I can spend more quality time with my spouse/family
Have an outdoors adventure to test my physical abilitiesI seek solitude and isolation when vacationing
No schedules to meet, I can do what I want, when I want
I can do fun recreational activities
INDEPENDENT
RECONNECT
ACTIVITY
EXPERIENCE/LEARN
REVITALIZE
= 3.7
REASONS FOR TAKING A LEISURE VACATION (% TOP 2 BOX; MEAN)
Q4. Please indicate how important each of the following reasons is to you for taking a vacation (1=Not at all Important; 5=Extremely Important)
= 4.0
= 3.9
= 3.8
= 4.1= 4.1
= 4.1= 4.0
= 4.0
= 3.2= 3.2= 4.0
= 2.7= 2.8
= 4.0
= 4.1
136
Canada Market
37%
43%
61%
64%
66%
66%
67%
68%
68%
69%
71%
72%
73%
74%
74%
78%
79%
84%
It is romantic
It's a good place for family and children
It is easy to get there
It offers quality culinary and dining experiences
It has unique scenery unlike anywhere else
It is easy to navigate and get around
There are always opportunities to discover new activities…
The history and culture are intriguing
Offers authentic experiences
There are many historic and cultural things to see and do
The environment is clean
It offers a different experience than other places
It is a great place to get away from it all
It has a variety of unique experiences and activities
It provides a sense of relaxation, a place to unwind and get re-…
The local people are friendly
It's a good value for the money
It is a safe and secure place
ATTRIBUTES IMPORTANT IN CHOOSING A DESTINATION (% TOP 2 BOX; MEAN)
Q5. Please indicate how important each of the following attributes is to you when selecting a leisure destination (1=Not at all Important; 5=Extremely Important).
= 4.0
= 4.0
= 4.1
= 4.2
= 3.2
= 3.0
= 3.7
= 3.8
= 3.6
= 3.9
= 3.9
= 3.8
= 3.8
= 3.8
=3.8
= 3.8
= 4.0
= 3.9
137
Canada Market
64%
57%
46%
41%
62%
51%
48%
43%
45%
33%
62%
45%
62%
54%
71%
57%
20%
59%
37%
43%
61%
64%
66%
66%
67%
68%
68%
69%
71%
72%
73%
74%
74%
78%
79%
84%
It is romantic
It's a good place for family and children
It is easy to get there
It offers quality culinary and dining experiences
It has unique scenery unlike anywhere else
It is easy to navigate and get around
There are always opportunities to discover new…
The history and culture are intriguing
Offers authentic experiences
There are many historic and cultural things to see and do
The environment is clean
It offers a different experience than other places
It is a great place to get away from it all
It has a variety of unique experiences and activities
It provides a sense of relaxation, a place to unwind and…
The local people are friendly
It's a good value for the money
It is a safe and secure place
Importance of Attribute (% Top 2 Box) % Stating Attribute Applies to Hawai'i
ATTRIBUTES IMPORTANT IN CHOOSING A DESTINATION
Q5. Please indicate how important each of the following attributes is to you when selecting a leisure destination (1=Not at all Important; 5=Extremely Important)Q6. In your opinion, for each attribute, please select the destination(s) to which it applies.
138
Canada Market
Attributes Listed in Order of Importance (% Top 2 Box)Base - Total Eastern based on total respondents; segments based on respondents included in each segment only – respondents may be included in multiple segments.
Total Canada Learning Pls. Envi-
ronment Romantic Family Culinary
It is a safe and secure place Important in choosing Any destination 84% 90% 85% 88% 84% 87%
% Stating Attribute Applies to Hawai’i 59% 80% 78% 70% 78% 74%
It's a good value for the money Important in choosing Any destination 79% 82% 76% 77% 78% 82%
% Stating Attribute Applies to Hawai’i 20% 26% 25% 24% 27% 31%
The local people are friendly Important in choosing Any destination 78% 84% 81% 80% 79% 80%
% Stating Attribute Applies to Hawai’i 57% 72% 77% 66% 71% 73%It has a variety of unique experiences and activities
Important in choosing Any destination 74% 78% 77% 79% 76% 79%
% Stating Attribute Applies to Hawai’i 54% 90% 66% 66% 65% 74%
It provides a sense of relaxation, a place to unwind and get re-energized
Important in choosing Any destination 74% 83% 75% 78% 75% 80%
% Stating Attribute Applies to Hawai’i 71% 87% 88% 85% 85% 83%
It is a great place to get away from it all Important in choosing Any destination 73% 81% 74% 77% 74% 82%
% Stating Attribute Applies to Hawai’i 62% 80% 81% 79% 78% 72%
It offers a different experience than other places Important in choosing Any destination 72% 79% 74% 76% 76% 71%
% Stating Attribute Applies to Hawai’i 45% 79% 53% 57% 53% 64%
The environment is clean Important in choosing Any destination 71% 75% 71% 74% 70% 74%
% Stating Attribute Applies to Hawai’i 62% 85% 83% 74% 83% 84%There are many historic and cultural things to see and do
Important in choosing Any destination 69% 74% 70% 74% 73% 70%
% Stating Attribute Applies to Hawai’i 33% 64% 36% 44% 39% 48%
ATTRIBUTES IMPORTANT IN CHOOSING A DESTINATION – SEGMENT COMPARISONS
Q5. Please indicate how important each of the following attributes is to you when selecting a leisure destination (1=Not at all Important; 5=Extremely Important)Q6. In your opinion, for each attribute, please select the destination(s) to which it applies.139
Canada Market
Attributes Listed in Order of Importance (% Top 2 Box)Base - Total Eastern based on total respondents; segments based on respondents included in each segment only – respondents may be included in multiple segments.
Total Canada Learning Pls. Envi-
ronment Romantic Family Culinary
The history and culture are intriguing Important in choosing Any destination 68% 69% 70% 72% 70% 69%
% Stating Attribute Applies to Hawai’i 43% 79% 50% 54% 53% 58%
Offers authentic experiences Important in choosing Any destination 68% 74% 73% 72% 72% 69%
% Stating Attribute Applies to Hawai’i 45% 77% 59% 59% 61% 62%There are always opportunities to discover new activities and experiences that make you want to return again and again
Important in choosing Any destination 67% 75% 66% 69% 67% 72%
% Stating Attribute Applies to Hawai’i 48% 83% 59% 62% 60% 69%
It has unique scenery unlike anywhere else Important in choosing Any destination 66% 71% 69% 71% 68% 67%
% Stating Attribute Applies to Hawai’i 62% 87% 75% 76% 76% 79%
It is easy to navigate and get around Important in choosing Any destination 66% 71% 65% 69% 67% 71%
% Stating Attribute Applies to Hawai’i 51% 65% 69% 64% 659% 61%
It offers quality culinary and dining experiences Important in choosing Any destination 64% 70% 67% 68% 68% 66%
% Stating Attribute Applies to Hawai’i 41% 61% 50% 48% 50% 100%
It is easy to get there Important in choosing Any destination 61% 63% 58% 63% 61% 63%
% Stating Attribute Applies to Hawai’i 46% 60% 57% 57% 58% 52%
It's a good place for family and children Important in choosing Any destination 43% 44% 39% 41% 45% 48%
% Stating Attribute Applies to Hawai’i 57% 75% 72% 68% 100% 69%
It is romantic Important in choosing Any destination 37% 40% 34% 42% 34% 38%
% Stating Attribute Applies to Hawai’i 64% 87% 75% 100% 76% 74%
ATTRIBUTES IMPORTANT IN CHOOSING A DESTINATION – SEGMENT COMPARISONS (CONT.)
Q5. Please indicate how important each of the following attributes is to you when selecting a leisure destination (1=Not at all Important; 5=Extremely Important)Q6. In your opinion, for each attribute, please select the destination(s) to which it applies.140
Canada Market
Florida, 31%
Florida, 23%
Florida, 41%
Arizona, 31%
Arizona, 30%
Arizona, 50%
Australia, 46%
Australia, 7%
Australia, 58%
California, 31%
California, 24%
California, 50%
Mexico, 39%
Mexico, 54%
Mexico, 11%
Caribbean, 37%
Caribbean, 20%
Caribbean, 23%
Las Vegas, 22%
Las Vegas, 40%
Las Vegas, 36%
Europe, 36%
Europe, 15%
Europe, 40%
Hawai'i, 57%
Hawai'i, 20%
Hawai'i, 59%
The local people are friendly
It's a good value for the money
It is a safe and secure place
DESTINATION ATTRIBUTES – COMPETITIVE COMPARISONS (ATTRIBUTES LISTED IN RANK ORDER OF IMPORTANCE)
Q6. In your opinion, for each attribute, please select the destination(s) to which it applies.
141
Canada Market
Florida, 25%
Florida, 27%
Florida, 32%
Arizona, 26%
Arizona, 24%
Arizona, 36%
Australia, 27%
Australia, 48%
Australia, 22%
California, 31%
California, 40%
California, 33%
Mexico, 44%
Mexico, 41%
Mexico, 44%
Caribbean, 44%
Caribbean, 37%
Caribbean, 54%
Las Vegas, 28%
Las Vegas, 38%
Las Vegas, 13%
Europe, 29%
Europe, 67%
Europe, 24%
Hawai'i, 62%
Hawai'i, 54%
Hawai'i, 71%
It is a great place to get awayfrom it all
It has a variety of uniqueexperiences and activities
It provides a sense ofrelaxation, a place to unwindand get re-energized
DESTINATION ATTRIBUTES – COMPETITIVE COMPARISONS (CONT.) (ATTRIBUTES LISTED IN RANK ORDER OF IMPORTANCE)
Q6. In your opinion, for each attribute, please select the destination(s) to which it applies.
142
Canada Market
Florida, 8%
Florida, 34%
Florida, 13%
Arizona, 11%
Arizona, 39%
Arizona, 13%
Australia, 28%
Australia, 45%
Australia, 42%
California, 13%
California, 38%
California, 20%
Mexico, 40%
Mexico, 12%
Mexico, 28%
Caribbean, 26%
Caribbean, 26%
Caribbean, 30%
Las Vegas, 6%
Las Vegas, 24%
Las Vegas, 28%
Europe, 75%
Europe, 32%
Europe, 62%
Hawai'i, 33%
Hawai'i, 62%
Hawai'i, 45%
There are many historic andcultural things to see and do
The environment is clean
It offers a different experiencethan other places
DESTINATION ATTRIBUTES – COMPETITIVE COMPARISONS (CONT.) (ATTRIBUTES LISTED IN RANK ORDER OF IMPORTANCE)
Q6. In your opinion, for each attribute, please select the destination(s) to which it applies.
143
Canada Market
Florida, 25%
Florida, 5%
Florida, 16%
Arizona, 21%
Arizona, 11%
Arizona, 21%
Australia, 34%
Australia, 39%
Australia, 51%
California, 37%
California, 9%
California, 21%
Mexico, 30%
Mexico, 38%
Mexico, 45%
Caribbean, 34%
Caribbean, 27%
Caribbean, 34%
Las Vegas, 33%
Las Vegas, 4%
Las Vegas, 14%
Europe, 58%
Europe, 71%
Europe, 62%
Hawai'i, 48%
Hawai'i, 43%
Hawai'i, 45%
There are always opportunitiesto discover new activities andexperiences that make youwant to return again and again
The history and culture areintriguing
Offers authentic experiences
DESTINATION ATTRIBUTES – COMPETITIVE COMPARISONS (CONT.) (ATTRIBUTES LISTED IN RANK ORDER OF IMPORTANCE)
Q6. In your opinion, for each attribute, please select the destination(s) to which it applies.
144
Canada Market
Florida, 24%
Florida, 17%
Florida, 41%
Arizona, 21%
Arizona, 36%
Arizona, 49%
Australia, 26%
Australia, 56%
Australia, 24%
California, 37%
California, 24%
California, 44%
Mexico, 28%
Mexico, 26%
Mexico, 18%
Caribbean, 29%
Caribbean, 41%
Caribbean, 14%
Las Vegas, 36%
Las Vegas, 15%
Las Vegas, 49%
Europe, 66%
Europe, 55%
Europe, 31%
Hawai'i, 41%
Hawai'i, 62%
Hawai'i, 51%
It offers quality culinary anddining experiences
It has unique scenery unlikeanywhere else
It is easy to navigate and getaround
DESTINATION ATTRIBUTES – COMPETITIVE COMPARISONS (CONT.) (ATTRIBUTES LISTED IN RANK ORDER OF IMPORTANCE)
Q6. In your opinion, for each attribute, please select the destination(s) to which it applies.
145
Canada Market
Florida, 7%
Florida, 64%
Florida, 41%
Arizona, 4%
Arizona, 25%
Arizona, 53%
Australia, 9%
Australia, 25%
Australia, 10%
California, 11%
California, 64%
California, 65%
Mexico, 24%
Mexico, 25%
Mexico, 49%
Caribbean, 39%
Caribbean, 24%
Caribbean, 22%
Las Vegas, 12%
Las Vegas, 10%
Las Vegas, 66%
Europe, 55%
Europe, 28%
Europe, 24%
Hawai'i, 64%
Hawai'i, 57%
Hawai'i, 46%
It is romantic
It's a good place for family andchildren
It is easy to get there
DESTINATION ATTRIBUTES – COMPETITIVE COMPARISONS (CONT.) (ATTRIBUTES LISTED IN RANK ORDER OF IMPORTANCE)
Q6. In your opinion, for each attribute, please select the destination(s) to which it applies.
146
Canada Market
Attributes Listed in Order of Importance(% Top 2 Box) Hawaii Florida Arizona Austra-
liaCalif-ornia Mexico Carib-
beanLas
Vegas Europe
It is a safe and secure place 59% -18 -9 -1 -9 -48 -36 -23 -19
It's a good value for the money 20% 3 10 -13 4 34 0 20 -5
The local people are friendly 57% -26 -26 -11 -26 -18 -20 -35 -21
It provides a sense of relaxation, a place to unwind and get re-energized 71% -39 -35 -49 -38 -27 -17 -58 -47
It has a variety of unique experiences and activities 54% -27 -30 -6 -14 -13 -17 -16 13
It is a great place to get away from it all 62% -37 -36 -35 -31 -18 -18 -34 -33
It offers a different experience than other places 45% -32 -32 -3 -25 -17 -15 -17 17
The environment is clean 62% -28 -23 -17 -24 -50 -36 -38 -30
There are many historic and cultural things to see and do 33% -25 -22 -5 -20 7 -7 -27 42
Offers authentic experiences 45% -29 -24 6 -24 0 -11 -31 17
The history and culture are intriguing 43% -38 -32 -4 -34 -5 -16 -39 28
There are always opportunities to discover new activitiesand experiences that make you want to return again and again
48% -23 -27 -14 -11 -18 -14 -15 10
It is easy to navigate and get around 51% -10 -2 -27 -7 -33 -37 -2 -20
It has unique scenery unlike anywhere else 62% -45 -26 -6 -38 -36 -21 -47 -7
It offers quality culinary and dining experiences 41% -17 -20 -15 -4 -13 -12 -5 25
It is easy to get there 46% -5 7 -36 19 3 -24 20 -22
It's a good place for family and children 57% 7 -32 -32 7 -32 -33 -47 -29
It is romantic 64% -57 -60 -55 -53 -40 -25 -52 -9
DESTINATION ATTRIBUTES – COMPETITIVE COMPARISONS (% POINT DIFFERENCE FROM HAWAI’I; RED = HAWAI’I DELIVERS BETTER)
Q5. Please indicate how important each of the following attributes is to you when selecting a leisure destination (1=Not at all Important; 5=Extremely Important)Q6. In your opinion, for each attribute, please select the destination(s) to which it applies.147
Canada Market
41%
53%
56%
63%
64%
70%
70%
74%
78%
80%
80%
80%
88%
89%
91%
94%
Celebrity sightings/places that celebrities visit
Shopping
A variety of places to stay that fit any budget
Top restaurants/celebrity chefs/fine dining
Place to see where movies and television shows…
Peforming and cultural arts
Historic/cultural sites, museums
Special events/festivals that occur throughout the year
Local eateries and local specialty items
Authentic native culture
Destination for curise ships
Golfing
State/National parks and beaches
Family-friendly activities
Relaxation and romance
Recreational activities, including water sports, zip lining,…
IMPRESSION OF HAWAI’I (% RATING TOP 2 BOX; MEAN)
Q7. Please indicate your impression of how well Hawai’i delivers on each of the attributes listed using a scale of 1 (Does Not Deliver at All) to 5 (Delivers Extremely Well).
= 4.6
= 4.5
= 4.3
= 4.3
= 4.1
= 4.2
= 4.1
= 4.0
= 4.0
= 3.8
= 3.9
= 3.7
= 3.8
= 3.6
= 3.6
= 3.2
148
Canada Market
Culinary, 89%
Culinary, 89%
Culinary, 92%
Culinary, 95%
Family, 94%
Family, 91%
Family, 93%
Family, 95%
Romantic, 93%
Romantic, 88%
Romantic, 95%
Romantic, 96%
Pls. Environment, 91%
Pls. Environment, 89%
Pls. Environment, 92%
Pls. Environment, 94%
Learning, 96%
Learning, 91%
Learning, 96%
Learning, 96%
Total Canadian, 88%
Total Canadian, 89%
Total Canadian, 91%
Total Canadian, 94%
State/National parks andbeaches
Family-friendly activities
Relaxation and romance
Recreational activities,including water sports, ziplining, snorkeling, hiking,biking, etc.)
IMPRESSION OF HAWAI’I BY SEGMENT (% RATING TOP 2 BOX)
Q7. Please indicate your impression of how well Hawai’i delivers on each of the attributes listed using a scale of 1 (Does Not Deliver at All) to 5 (Delivers Extremely Well).
149
Canada Market
Culinary, 82%
Culinary, 87%
Culinary, 85%
Culinary, 84%
Family, 80%
Family, 80%
Family, 79%
Family, 80%
Romantic, 83%
Romantic, 84%
Romantic, 82%
Romantic, 82%
Pls. Environment, 79%
Pls. Environment, 80%
Pls. Environment, 80%
Pls. Environment, 78%
Learning, 88%
Learning, 91%
Learning, 85%
Learning, 83%
Total Canadian, 78%
Total Canadian, 80%
Total Canadian, 80%
Total Canadian, 80%
Local eateries and localspecialty items
Authentic native culture
Destination for curise ships
Golfing
IMPRESSION OF HAWAI’I BY SEGMENT (CONT.) (% RATING TOP 2 BOX)
Q7. Please indicate your impression of how well Hawai’i delivers on each of the attributes listed using a scale of 1 (Does Not Deliver at All) to 5 (Delivers Extremely Well).
150
Canada Market
Culinary, 66%
Culinary, 77%
Culinary, 78%
Culinary, 79%
Family, 62%
Family, 70%
Family, 67%
Family, 71%
Romantic, 66%
Romantic, 71%
Romantic, 73%
Romantic, 76%
Pls. Environment, 60%
Pls. Environment, 68%
Pls. Environment, 67%
Pls. Environment, 72%
Learning, 69%
Learning, 76%
Learning, 80%
Learning, 81%
Total Canadian, 64%
Total Canadian, 70%
Total Canadian, 70%
Total Canadian, 74%
Place to see where moviesand television showswere/are filmed
Performing and cultural arts
Historic/cultural sites,museums
Special events/festivals thatoccur throughout the year
IMPRESSION OF HAWAI’I BY SEGMENT (% RATING TOP 2 BOX)
Q7. Please indicate your impression of how well Hawai’i delivers on each of the attributes listed using a scale of 1 (Does Not Deliver at All) to 5 (Delivers Extremely Well).
151
Canada Market
Culinary, 46%
Culinary, 53%
Culinary, 65%
Culinary, 76%
Family, 37%
Family, 50%
Family, 59%
Family, 61%
Romantic, 43%
Romantic, 55%
Romantic, 56%
Romantic, 65%
Pls. Environment, 37%
Pls. Environment, 51%
Pls. Environment, 55%
Pls. Environment, 62%
Learning, 51%
Learning, 59%
Learning, 60%
Learning, 73%
Total Canadian, 41%
Total Canadian, 53%
Total Canadian, 56%
Total Canadian, 63%
Celebrity sightings/placesthat celebrities visit
Shopping
A variety of places to staythat fit any budget
Top restaurants/celebritychefs/fine dining
IMPRESSION OF HAWAI’I BY SEGMENT (% RATING TOP 2 BOX)
Q7. Please indicate your impression of how well Hawai’i delivers on each of the attributes listed using a scale of 1 (Does Not Deliver at All) to 5 (Delivers Extremely Well).
152
Canada Market
45%
52%
48%51%
49%
45%
52% 52%
56% 55% 56%
61%
50%
56%
49%
56%53% 53%
Total Canadian Learning PleasingEnvironment
Romantic Family Culinary
VISITED PAST 36 MONTHS VISITED PAST 12 MONTHS(% VISITED IN PAST 36 MONTHS)
Plan to Visit in next 24 Months
HAWAI’I VISITATION BY SEGMENT
Q8A. Please indicate whether or not you visited each of the following destination for leisure within the past 3 years.Q8B. Please indicate whether or not you visited each of the following destinations for leisure within the past 12 months.Q9A. Please tell us for each of the following destinations whether or not you plan to visit them for leisure in the next 24 months.153
Canada Market
45%
32%
37%
12%
58%
40%38%
52%
45%
52%48%
55%
50%
63%66%
50%54%
72%
HAWAI'I Florida Arizona Australia California Mexico Caribbean Las Vegas Europe
VISITED PAST 36 MONTHS VISITED PAST 12 MONTHS(% VISITED IN PAST 36 MONTHS)
VISITATION - COMPETITIVE DESTINATIONS
Q8A. Please indicate whether or not you visited each of the following destination for leisure within the past 3 years.Q8B. Please indicate whether or not you visited each of the following destinations for leisure within the past 12 months.
154
Canada Market
50%
27%
37%
21%
59%
42%40%
49% 50%
66%
71%
77%
41%
71%69%
64%68%
56%
HAWAI'I Florida Arizona Australia California Mexico Caribbean Las Vegas Europe
PLAN TO VISIT IN NEXT 24 MONTHS PLAN TO VISIT IN NEXT 12 MONTHS(% PLANNING IN NEXT 24 MONTHS)
PLANNED VISITATION - COMPETITIVE DESTINATIONS
Q9A. Please tell us for each of the following destination whether or not you plan to visit them for leisure within the next 24 months. (confirm visitation in 2016)Q9B. Please tell us for each of the following destinations whether or not you plan to visit them for leisure within the next 12 months.
155
Canada Market
39%
31%
22%20%
1% 1%
27%
Maui O'ahu Hawai'i Kaua'i Lana'i Moloka'i Don't know yet
PLANNED VISITATION TO ISLANDS OF HAWAI’I (AMONG THOSE PLANNING TO VISIT IN NEXT 24 MONTHS)
Q9C. You indicated that you are planning to visit Hawai’i in the next 24 months. Which island do you plan to visit?
156
Canada Market
51%
42%
13%11%
7% 6%3%
0%
Condo Hotel Timeshare Rental house Cruise ship Bed & BreakfastFamily/friend home Other
PLANNED ACCOMMODATIONS (AMONG THOSE PLANNING TO VISIT HAWAI’I IN NEXT 24 MONTHS)
Q9D. You indicated that you are planning to visit Hawai’i in the next 24 months. What type of accommodation do you plan to stay in?
157
Canada Market
6%
0%
0%
0%
0%
1%
1%
2%
7%
7%
13%
19%
26%
33%
37%
46%
Other
Cancelled trip and will stay at home
Cancelled planned trip and will go to an alternative…
Health/other personal reasons
Job/Employment instability
Accommodations were not available
Not enough activities in Hawai'i that interest me
Shopping in Hawai'i is not a good value
Flight to Hawai'i is too long
I don't have enough time to travel to Hawai'i
Hawai'i is too congested
Price of the hotel
Price of the airfare
Been to Hawai'i before, I wished to try another destination
Price of the vacation package
Better value at another destination
REASONS FOR NOT VISITING HAWAI’I (AMONG THOSE CONSIDERING, BUT NOT PLANNING TO VISIT )
Q10. Earlier you indicated that you had considered Hawai’i for a leisure vacation, but are not intending to visit in the next 24 months. Which of the following reasons explains why you considered, but are not intending to visit Hawai’i in the next 24 months?Note: Total and Segment sample sizes for this question are very small; segments are not reported separately.158
Canada Market
17%15%
16%15%
7%
29%
1 Time 2 Times 3-4 Times 5-9 Times 10+ Times Never Visited
LIFETIME VISITS TO HAWAI’I
Q11. How many times have you visited Hawai’i in your lifetime?
4.53Average Number of
Lifetime Trips to Hawai’i(among those visiting 1+ times)
159
Canada Market
7%
9%
11%
13%
15%
16%
16%
24%
26%
28%
29%
35%
49%
67%
67%
70%
74%
Other
To participate in an event or a festival
Heard about new things to do since my last visit
Many of the hotels and timeshares have been…
I have friends or family there
It is a tradition. I always visit Hawai'i
I spent my honeymoon there
Feels like coming home again
Food and dining options
I have noticed there are more flights from cities…
I find that Hawai'i is a great value
I love to experience the culture
It's familiar and I know my way around
It is safe
Beaches are great
Always great weather
It has stunning natural beauty
REASONS FOR RETURNING TO HAWAI’I (AMONG THOSE VISITING HAWAI’I 2+ TIMES)
Q12. Which of the following reasons best explains why you keep returning to Hawai’i?
160
Canada Market
Culinary, 68%
Culinary, 76%
Culinary, 78%
Culinary, 78%
Family, 74%
Family, 71%
Family, 71%
Family, 74%
Romantic, 70%
Romantic, 71%
Romantic, 73%
Romantic, 78%
Pls. Environment, 71%
Pls. Environment, 69%
Pls. Environment, 70%
Pls. Environment, 75%
Learning, 76%
Learning, 82%
Learning, 80%
Learning, 84%
Total Canadian, 67%
Total Canadian, 67%
Total Canadian, 70%
Total Canadian, 74%
It is safe
Beaches are great
Always great weather
It has stunning naturalbeauty
REASONS FOR RETURNING TO HAWAI’I – SEGMENT COMPARISONS (REASONS LISTED IN RANK ORDER FOR TOTAL)
Q12. Which of the following reasons best explains why you keep returning to Hawai’i?
161
Canada Market
Culinary, 19%
Culinary, 29%
Culinary, 37%
Culinary, 47%
Family, 27%
Family, 33%
Family, 35%
Family, 54%
Romantic, 32%
Romantic, 34%
Romantic, 42%
Romantic, 55%
Pls. Environment, 25%
Pls. Environment, 27%
Pls. Environment, 36%
Pls. Environment, 50%
Learning, 32%
Learning, 35%
Learning, 50%
Learning, 56%
Total Canadian, 28%
Total Canadian, 29%
Total Canadian, 35%
Total Canadian, 49%
I have noticed there are moreflights from cities closer tomy home
I find that Hawai'i is a greatvalue
I love to experience theculture
It's familiar and I know myway around
REASONS FOR RETURNING TO HAWAI’I – SEGMENT COMPARISONS (CONT.) (REASONS LISTED IN RANK ORDER FOR TOTAL)
Q12. Which of the following reasons best explains why you keep returning to Hawai’i?
162
Canada Market
Culinary, 15%
Culinary, 12%
Culinary, 29%
Culinary, 33%
Family, 12%
Family, 14%
Family, 21%
Family, 24%
Romantic, 19%
Romantic, 17%
Romantic, 28%
Romantic, 28%
Pls. Environment, 10%
Pls. Environment, 12%
Pls. Environment, 21%
Pls. Environment, 23%
Learning, 26%
Learning, 26%
Learning, 39%
Learning, 39%
Total Canadian, 16%
Total Canadian, 16%
Total Canadian, 24%
Total Canadian, 26%
It is a tradition. I always visitHawai'i
I spent my honeymoon there
Feels like coming home again
Food and dining options
REASONS FOR RETURNING TO HAWAI’I – SEGMENT COMPARISONS (CONT.) (REASONS LISTED IN RANK ORDER FOR TOTAL)
Q12. Which of the following reasons best explains why you keep returning to Hawai’i?
163
Canada Market
Culinary, 3%
Culinary, 8%
Culinary, 10%
Culinary, 16%
Family, 2%
Family, 7%
Family, 8%
Family, 9%
Romantic, 10%
Romantic, 15%
Romantic, 14%
Romantic, 17%
Pls. Environment, 2%
Pls. Environment, 7%
Pls. Environment, 8%
Pls. Environment, 10%
Learning, 13%
Learning, 20%
Learning, 20%
Learning, 23%
Total Canadian, 9%
Total Canadian, 11%
Total Canadian, 13%
Total Canadian, 15%
To participate in an event ora festival
Heard about new things to dosince my last visit
Many of the hotels andtimeshares have beenrecently renovated/refreshed
I have friends or family there
REASONS FOR RETURNING TO HAWAI’I – SEGMENT COMPARISONS (CONT.) (REASONS LISTED IN RANK ORDER FOR TOTAL)
Q12. Which of the following reasons best explains why you keep returning to Hawai’i?
164
Canada Market
25%
22%
16%
12%
7%
17%
0%
2014 (as of NOV) 2013 2012 2009-2011 2004-2008 2003 or Earlier Don't Remember
YEAR LAST VISITED HAWAI’I
Q13. What was the month and year of your last visit to Hawai’i?
165
Canada Market
29%
11%9% 9%
28%
13%
10%
5%
14%
2%
9%
3%
24%
8%
5%
12%
3%
DEC JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DK
WIN
TER
SUM
MER
FALL
MONTH LAST VISITED HAWAI’I
Q13. What was the month and year of your last visit to Hawai’i?
SPRI
NG
166
Canada Market
37%
33%
15%
4%
11%
1% 0%
Maui O'ahu Hawai'i (Kona/Kohala Coast)
Hawai'i(Hilo area)
Kaua'i Moloka'i Lana'iSPRI
NG
ISLANDS’ SHARE OF NIGHTS IN HAWAI’I
Q14. How many nights did you stay on each island during your most recent trip to Hawai’i?
11.4Average Number of Nights
in State of Hawai’i
167
Canada Market
11.40
9.08
7.40
3.08
6.51 6.50
1.771.15
State ofHawai'i
Maui Hawai'i(Kona/Kohala
Coast)
Hawai'i(Hilo area)
Kaua'i O'ahu Moloka'i Lana'iSPRI
NG
NIGHTS IN HAWAI’I
Q14. How many nights did you stay on each island during your most recent trip to Hawai’i?
(AVERAGE AMONG THOSE STAYING AT LEAST 1+ NIGHT IN STATE OR ON ISLAND )
168
Canada Market
29% 30% 30% 30% 31% 32%
32% 30% 34% 33% 33% 28%
18% 17%17% 17% 17%
19%
10% 10%9% 10% 10% 11%
10% 11% 8% 9% 9% 10%1% 1% 1% 1% 1% 1%
Total Canadian Learning PleasingEnvironment
Romantic Family Culinary
$4,114 $4,815$4,504$4,281$4,274$4,536
AVERAGE SPENDING IN HAWAI’I
OtherShopping
Entertain./Activities
Meals
Lodging
Transportation
Q15. Thinking about your most recent trip to Hawai’i, please estimate how much money your travel party spend in each of the categories listed below. Please type in the U.S. dollar amount in the space provided for each category. If you spend nothing in a particular category, type in ‘0’.
169
Canada Market
8% 8% 7% 7% 8% 8%
48%54%
45% 50%40%
53%
5%5%
5%5%
7%
6%18%
13%20%
19%22%
11%
21% 20% 22% 19% 24% 22%
Total Canadian Learning PleasingEnvironment
Romantic Family Culinary
3.05 2.713.123.023.052.75
TRAVEL PARTY SIZE (AVERAGE AND SHARE)
Families (includes kids)
3+ Adults
2 Adults (M/M; F/F)
Couples (M/F)
1 Adult
Q16. Including yourself, how many people were in your travel party on your most recent leisure trip to Hawai’i?
170
Canada Market
55%
76%
60% 62% 61%68%
Total Canadian Learning PleasingEnvironment
Romantic Family Culinary
6.56
6.76
6.736.836.71
7.07
HAWAI’I EXCELLENT RATING (% TOP 2 BOX; MEAN)
Q17. Overall, how would you rate your most recent trip to Hawai’i? (8 point scale where 1 is Poor and 8 is Excellent)
171
Canada Market
33%40%
34% 39% 35% 39%
28%
29%
27%27%
29%28%
27%21%
27%25% 26% 20%
11% 10% 12% 9% 11% 13%
Total Canadian Learning PleasingEnvironment
Romantic Family Culinary
2.84 3.00 2.83 2.96 2.88 2.93
LIKELIHOOD OF RETURNING TO HAWAI’I IN NEXT 24 MONTHS (AVERAGE AND SHARE)
Not At All Likely (1)
Not Too Likely (2)
Somewhat Likely (3)
Very Likely (4)
Q18. In the next 24 months, how likely are you to take a vacation or pleasure trip to Hawai’i?
172
CANADIAN MARKETJAPAN MARKET
173
Japan Market
10%
20%21%
10% 10%
16%
13%
18-24 25-34 35-44 45-49 50-54 55-64 65+
44.6Average Age
DEMOGRAPHICS – AGE
QS3. Which of the following categories includes your age?
174
Japan Market
43.3
42.4
44.3
42.2
45.7
42.8
44.9
Total Japanese Learning PleasingEnvironment
Romantic Family Culinary Language
DEMOGRAPHICS – MEDIAN AGE (YEARS)
QS3. Which of the following categories includes your age?Note: Inclusion in segments are based on specific criteria. See introduction for explanation
175
Japan Market
4%
9%10%
20%
8%7%
4%
12%
20%
5%
¥200-¥299
¥300-¥399
¥400-¥499
¥500-¥599
¥600-¥699
¥700-¥799
¥800-¥899
¥900- ¥999 ¥1,000-¥1,499
¥1,500+
¥807Average Income
DEMOGRAPHICS - INCOME
QS4. Which of the following categories includes your total household income?
176
Japan Market
¥680
¥742
¥668
¥699
¥715
¥735¥727
Total Japanese Learning Pleasing Environment Romantic Family Culinary Language
DEMOGRAPHICS – MEDIAN INCOME
QS4. Which of the following categories includes your total household income?
177
Japan Market
46%
26%
10% 9%
2%
7%
1 2 3 4 5 More than 5
2.19Average # of Trips
Past 12 Months Compared to Previous 12 Months
23% More
62% Same
15% Less
DEMOGRAPHICS – INTERNATIONAL TRIPS IN PAST 24 MONTHS
Q1. How many international leisure trips have you taken by air in the past 24 months?Q2. How does the number of overnight leisure trips you took by air in the past 24 months differ from the number of trips you took during the previous 24 months?
178
Japan Market
1.17
0.98
1.02
1.05
1.01
1.081.09
Total Japanese Learning PleasingEnvironment
Romantic Family Culinary Language
DEMOGRAPHICS – MEDIAN NUMBER OF INTERNATIONAL TRIPS IN PAST 24 MONTHS
Q1. How many international leisure trips have you taken in the past 24 months?Q2. How does the number of overnight leisure trips you took by air in the past 24 months differ from the number of trips you took during the previous 24 months?
179
Japan Market
9%
8%
9%
14%
14%
19%
19%
21%
23%
26%
33%
34%
No Trip Considered
Other
China
Thailand
Hong Kong
Guam/Saipan
Korea
Singapore
Taiwan
Australia
Europe
Hawai'i
DESTINATION CONSIDERATION FOR NEXT LEISURE VACATION
Q3. Please indicate which of the following destinations you are considering for your next leisure vacation, including those that you might visit on a cruise.
180
Japan Market
71%74%75%
80%84%
69%70%70%
75%
45%57%
73%
24%35%
50%
58%
I feel alive and energetic when I travelTravel is an important part of my life
Vacations enrich my perspective on lifeIt's a great chance to relax, get rid of stress
Renews my mind, body and soul
I gain knowledge of history or other culturesI like to experience authentic local culture
I like to learn new thingsI can see and do new things, have new/different experiences
I can spend more time with my friendsIt's nice to have others serve/wait on me
I can spend more quality time with my spouse/family
I seek solitude and isolation when vacationingHave an outdoors adventure to test my physical abilitiesNo schedules to meet, I can do what I want, when I want
I can do fun recreational activities
INDEPENDENT
RECONNECT
ACTIVITY
EXPERIENCE/LEARN
REVITALIZE
= 3.7
REASONS FOR TAKING A LEISURE VACATION (% TOP 2 BOX; MEAN)
Q5. Please indicate how important each of the following reasons is to you for taking a vacation (1=Not at all Important; 5=Extremely Important)
= 3.9
= 3.9
= 3.9
= 4.3= 4.2
= 4.0= 4.0
= 3.9
= 3.4= 3.6= 4.0
= 2.7= 3.0
= 3.5
= 4.0
181
Japan Market
42%
51%
52%
58%
59%
60%
65%
65%
68%
69%
69%
69%
70%
72%
73%
76%
76%
78%
80%
80%
It is easy to communicate in my native language
It is a great place for shopping
It is romantic
It is easy to get there
It is a great place to get away from it all
It's a good place for family and children
There are always opportunities to discover new activities…
It is easy to navigate and get around
It has a variety of unique experiences and activities
There are many historic and cultural things to see and do
The environment is clean
It offers quality culinary and dining experiences
The local people are friendly
Offers authentic experiences
The history and culture are intriguing
It offers a different experience than other places
It is a safe and secure place
It's a good value for the money
It has unique scenery unlike anywhere else
It provides a sense of relaxation, a place to unwind and get re-…
ATTRIBUTES IMPORTANT IN CHOOSING A DESTINATION (% TOP 2 BOX; MEAN)
Q6. Please indicate how important each of the following attributes is to you when selecting a leisure destination (1=Not at all Important; 5=Extremely Important)
= 3.9
= 3.9
= 4.1
= 4.1
= 3.5
= 3.6
= 3.9
= 3.6
= 3.5
= 4.1
= 4.0
= 4.0
= 3.9
= 3.9
=3.8
= 3.8
= 3.8
= 3.7
= 3.2
= 4.1
182
Japan Market
67%
63%
54%
33%
59%
62%
51%
41%
42%
33%
61%
46%
57%
46%
24%
40%
56%
50%
43%
66%
42%
51%
52%
58%
59%
60%
65%
65%
68%
69%
69%
69%
70%
72%
73%
76%
76%
78%
80%
80%
It is easy to communicate in my native language
It is a great place for shopping
It is romantic
It is easy to get there
It is a great place to get away from it all
It's a good place for family and children
There are always opportunities to discover new…
It is easy to navigate and get around
It has a variety of unique experiences and activities
There are many historic and cultural things to see and do
The environment is clean
It offers quality culinary and dining experiences
The local people are friendly
Offers authentic experiences
The history and culture are intriguing
It offers a different experience than other places
It is a safe and secure place
It's a good value for the money
It has unique scenery unlike anywhere else
It provides a sense of relaxation, a place to unwind and…
Importance of Attribute (% Top 2 Box) % Stating Attribute Applies to Hawai'i
ATTRIBUTES IMPORTANT IN CHOOSING A DESTINATION
Q6. Please indicate how important each of the following attributes is to you when selecting a leisure destination (1=Not at all Important; 5=Extremely Important)Q7. In your opinion, for each attribute, please select the destination(s) to which it applies.
183
Japan Market
Attributes Listed in Order of Importance (% Top 2 Box)Base - Total Eastern based on total respondents; segments based on respondents included in each segment only – respondents may be included in multiple segments.
Total Japan
Learn-ing
Pls. En-viron-ment
Roman-tic Family Culi-
naryLan-
guage
It has unique scenery unlike anywhere else Important in choosing Any destination 80% 86% 84% 85% 84% 82% 84%
% Stating Attribute Applies to Hawai’i 43% 83% 58% 56% 57% 58% 52%It provides a sense of relaxation, a place to unwind and get re-energized
Important in choosing Any destination 80% 88% 85% 84% 83% 81% 83%
% Stating Attribute Applies to Hawai’i 66% 91% 87% 83% 84% 83% 81%
It's a good value for the money Important in choosing Any destination 78% 87% 84% 83% 84% 83% 84%
% Stating Attribute Applies to Hawai’i 50% 78% 69% 67% 63% 71% 60%
It offers a different experience than other places Important in choosing Any destination 76% 82% 82% 80% 82% 81% 81%
% Stating Attribute Applies to Hawai’i 40% 75% 53% 57% 52% 55% 48%
It is a safe and secure place Important in choosing Any destination 76% 82% 83% 81% 83% 82% 83%
% Stating Attribute Applies to Hawai’i 56% 78% 76% 70% 70% 74% 65%
The history and culture are intriguing Important in choosing Any destination 73% 78% 79% 79% 77% 80% 77%
% Stating Attribute Applies to Hawai’i 24% 57% 33% 35% 30% 38% 30%
Offers authentic experiences Important in choosing Any destination 72% 81% 78% 79% 78% 75% 77%
% Stating Attribute Applies to Hawai’i 46% 88% 59% 60% 60% 61% 56%
The local people are friendly Important in choosing Any destination 70% 78% 75% 76% 73% 75% 74%
% Stating Attribute Applies to Hawai’i 57% 86% 79% 74% 76% 77% 74%There are many historic and cultural things to see and do
Important in choosing Any destination 69% 77% 74% 73% 71% 71% 73%
% Stating Attribute Applies to Hawai’i 33% 71% 44% 46% 42% 49% 39%
The environment is clean Important in choosing Any destination 69% 78% 74% 76% 75% 76% 75%
% Stating Attribute Applies to Hawai’i 61% 88% 83% 79% 77% 81% 73%
ATTRIBUTES IMPORTANT IN CHOOSING A DESTINATION – SEGMENT COMPARISONS
Q6. Please indicate how important each of the following attributes is to you when selecting a leisure destination (1=Not at all Important; 5=Extremely Important)Q7. In your opinion, for each attribute, please select the destination(s) to which it applies.
184
Japan Market
Attributes Listed in Order of Importance (% Top 2 Box)Base - Total Eastern based on total respondents; segments based on respondents included in each segment only – respondents may be included in multiple segments.
Total Japan
Learn-ing
Pls. En-viron-ment
Roman-tic Family Culi-
naryLan-
guage
It offers quality culinary and dining experiences Important in choosing Any destination 69% 81% 75% 75% 75% 76% 72%
% Stating Attribute Applies to Hawai’i 46% 73% 61% 62% 58% 100% 57%It has a variety of unique experiences and activities
Important in choosing Any destination 68% 76% 75% 73% 74% 73% 74%
% Stating Attribute Applies to Hawai’i 42% 84% 55% 59% 51% 62% 50%There are always opportunities to discover new activities and experiences that make you want to return again and again
Important in choosing Any destination 65% 72% 71% 72% 69% 71% 71%
% Stating Attribute Applies to Hawai’i 51% 90% 70% 70% 67% 70% 63%
It is easy to navigate and get around Important in choosing Any destination 65% 74% 70% 68% 69% 71% 68%
% Stating Attribute Applies to Hawai’i 41% 64% 56% 52% 54% 59% 52%
It's a good place for family and children Important in choosing Any destination 60% 71% 67% 68% 67% 67% 63%
% Stating Attribute Applies to Hawai’i 62% 86% 80% 76% 100% 79% 76%
It is a great place to get away from it all Important in choosing Any destination 59% 68% 62% 63% 58% 56% 60%
% Stating Attribute Applies to Hawai’i 59% 83% 77% 73% 70% 73% 70%
It is easy to get there Important in choosing Any destination 58% 65% 61% 60% 60% 61% 57%
% Stating Attribute Applies to Hawai’i 33% 54% 43% 40% 41% 44% 39%
It is romantic Important in choosing Any destination 52% 67% 56% 58% 55% 57% 54%
% Stating Attribute Applies to Hawai’i 54% 79% 69% 100% 65% 73% 64%
It is a great place for shopping* Important in choosing Any destination 51% 68% 57% 57% 56% 57% 54%
% Stating Attribute Applies to Hawai’i 63% 84% 78% 76% 75% 79% 74%
It is easy to communicate in my native language* Important in choosing Any destination 42% 46% 43% 46% 40% 47% 44%
% Stating Attribute Applies to Hawai’i 67% 86% 82% 80% 82% 84% 100%
ATTRIBUTES IMPORTANT IN CHOOSING A DESTINATION – SEGMENT COMPARISONS (CONT.)
Q6. Please indicate how important each of the following attributes is to you when selecting a leisure destination (1=Not at all Important; 5=Extremely Important)Q7. In your opinion, for each attribute, please select the destination(s) to which it applies.* Included on Japan survey only185
Japan Market
Korea, 16%
Korea, 11%
Korea, 18%
Korea, 12%
Korea, 5%
Guam/Saipan, 28%
Guam/Saipan, 30%
Guam/Saipan, 26%
Guam/Saipan, 24%
Guam/Saipan, 40%
China, 24%
China, 3%
China, 12%
China, 33%
China, 6%
Australia, 43%
Australia, 40%
Australia, 38%
Australia, 47%
Australia, 41%
Hawai'i, 40%
Hawai'i, 56%
Hawai'i, 50%
Hawai'i, 43%
Hawai'i, 66%
It offers a different experiencethan other places
It is a safe and secure place
It's a good value for the money
It has unique scenery unlikeanywhere else
It provides a sense ofrelaxation, a place to unwindand get reneergized
DESTINATION ATTRIBUTES – COMPETITIVE COMPARISONS (ATTRIBUTES LISTED IN RANK ORDER OF IMPORTANCE)
Q7. In your opinion, for each attribute, please select the destination(s) to which it applies.
186
Japan Market
Korea, 4%
Korea, 16%
Korea, 11%
Korea, 13%
Korea, 18%
Guam/Saipan, 36%
Guam/Saipan, 16%
Guam/Saipan, 31%
Guam/Saipan, 28%
Guam/Saipan, 16%
China, 2%
China, 7%
China, 5%
China, 16%
China, 45%
Australia, 50%
Australia, 28%
Australia, 32%
Australia, 45%
Australia, 25%
Hawai'i, 61%
Hawai'i, 46%
Hawai'i, 57%
Hawai'i, 46%
Hawai'i, 24%
The environment is clean
It offers quality culinary anddining experiences
The local people are friendly
Offers authentic experiences
The history and culture areintriguing
DESTINATION ATTRIBUTES – COMPETITIVE COMPARISONS (ATTRIBUTES LISTED IN RANK ORDER OF IMPORTANCE)
Q7. In your opinion, for each attribute, please select the destination(s) to which it applies.
187
Japan Market
Korea, 7%
Korea, 7%
Korea, 34%
Korea, 11%
Korea, 16%
Guam/Saipan, 39%
Guam/Saipan, 23%
Guam/Saipan, 25%
Guam/Saipan, 21%
Guam/Saipan, 14%
China, 6%
China, 8%
China, 12%
China, 13%
China, 36%
Australia, 38%
Australia, 36%
Australia, 22%
Australia, 44%
Australia, 32%
Hawai'i, 62%
Hawai'i, 51%
Hawai'i, 41%
Hawai'i, 42%
Hawai'i, 33%
It's a good place for family andchildren
There are always opportunitiesto discover new activities andexperiences that make youwant to return again and again
It is easy to navigate and getaround
It has a variety of uniqueexperiences and activities
There are many historic andcultural things to see and do
DESTINATION ATTRIBUTES – COMPETITIVE COMPARISONS (ATTRIBUTES LISTED IN RANK ORDER OF IMPORTANCE)
Q7. In your opinion, for each attribute, please select the destination(s) to which it applies.
188
Japan Market
Korea, 34%
Korea, 31%
Korea, 4%
Korea, 49%
Korea, 6%
Guam/Saipan, 39%
Guam/Saipan, 29%
Guam/Saipan, 27%
Guam/Saipan, 43%
Guam/Saipan, 36%
China, 11%
China, 8%
China, 5%
China, 17%
China, 6%
Australia, 8%
Australia, 14%
Australia, 31%
Australia, 10%
Australia, 33%
Hawai'i, 67%
Hawai'i, 63%
Hawai'i, 54%
Hawai'i, 33%
Hawai'i, 59%
It is easy to communicate inmy native language
It is a great place for shopping
It is romantic
It is easy to get there
It is a great place to get awayfrom it all
DESTINATION ATTRIBUTES – COMPETITIVE COMPARISONS (ATTRIBUTES LISTED IN RANK ORDER OF IMPORTANCE)
Q7. In your opinion, for each attribute, please select the destination(s) to which it applies.
189
Japan Market
Attributes Listed in Order of Importance(% Top 2 Box) Hawaii Australia China Guam/
Saipan Korea
It provides a sense of relaxation, a place to unwind and get re-energized 66% -25 -60 -26 -61
It has unique scenery unlike anywhere else 43% 4 -10 -19 -31
It's a good value for the money 50% -12 -38 -24 -32
It is a safe and secure place 56% -16 -53 -26 -45
It offers a different experience than other places 40% 3 -16 -12 -24
The history and culture are intriguing 24% 1 21 -8 -6
Offers authentic experiences 46% -1 -30 -18 -33
The local people are friendly 57% -25 -52 -26 -46
It offers quality culinary and dining experiences 46% -18 -39 -30 -30
The environment is clean 61% -11 -59 -25 -57
There are many historic and cultural things to see and do 33% -1 3 -19 -17
It has a variety of unique experiences and activities 42% 2 -29 -21 -31
It is easy to navigate and get around 41% -19 -29 -16 -7There are always opportunities to discover new activitiesand experiences that make you want to return again and again 51% -15 -43 -28 -44
It's a good place for family and children 62% -24 -56 -23 -55
It is a great place to get away from it all 59% -26 -53 -23 -53
It is easy to get there 33% -23 -16 10 16
It is romantic 54% -23 -49 -27 -50
It is a great place for shopping 63% -49 -55 -34 -32
It is easy to communicate in my native language 67% -59 -56 -28 -33
DESTINATION ATTRIBUTES – COMPETITIVE COMPARISONS (% POINT DIFFERENCE FROM HAWAI’I; RED = HAWAI’I DELIVERS BETTER)
Q6. Please indicate how important each of the following attributes is to you when selecting a leisure destination (1=Not at all Important; 5=Extremely Important)Q7. In your opinion, for each attribute, please select the destination(s) to which it applies.190
Japan Market
45%
50%
60%
64%
64%
65%
68%
68%
72%
76%
78%
81%
81%
82%
84%
85%
Peforming and cultural arts
Historic/cultural sites, museums
Authentic native culture
Celebrity sightings/places that celebrities visit
Place to see where movies and television shows…
Top restaurants/celebrity chefs/fine dining
Special events/festivals that occur throughout the year
Destination for curise ships
Golfing
Local eateries and local specialty items
A variety of places to stay that fit any budget
Family-friendly activities
Relaxation and romance
Shopping
State/National parks and beaches
Recreational activities, including water sports, zip lining,…
IMPRESSION OF HAWAI’I (% RATING TOP 2 BOX; MEAN)
Q8. Please indicate your impression of how well Hawai’i delivers on each of the attributes listed using a scale of 1 (Does Not Deliver at All) to 5 (Delivers Extremely Well).
= 4.2
= 4.2
= 4.2
= 4.1
= 4.2
= 4.1
= 4.0
= 3.9
= 3.9
= 3.9
= 3.8
= 3.8
= 3.8
= 3.7
= 3.5
= 3.4
191
Japan Market
Language, 83%
Language, 87%
Language, 89%
Language, 88%
Culinary, 84%
Culinary, 88%
Culinary, 85%
Culinary, 89%
Family, 85%
Family, 87%
Family, 89%
Family, 89%
Romantic, 86%
Romantic, 90%
Romantic, 88%
Romantic, 91%
Pls. Environment, 86%
Pls. Environment, 87%
Pls. Environment, 88%
Pls. Environment, 92%
Learning, 89%
Learning, 90%
Learning, 92%
Learning, 94%
Total Japanese, 81%
Total Japanese, 82%
Total Japanese, 84%
Total Japanese, 85%
Relaxation and romance
Shopping
State/National parks andbeaches
Recreational activities,including water sports, ziplining, snorkeling, hiking,biking, etc.)
IMPRESSION OF HAWAI’I BY SEGMENT (% RATING TOP 2 BOX)
Q7. Please indicate your impression of how well Hawai’i delivers on each of the attributes listed using a scale of 1 (Does Not Deliver at All) to 5 (Delivers Extremely Well).
192
Japan Market
Language, 75%
Language, 81%
Language, 83%
Language, 84%
Culinary, 77%
Culinary, 86%
Culinary, 86%
Culinary, 86%
Family, 75%
Family, 80%
Family, 80%
Family, 87%
Romantic, 75%
Romantic, 83%
Romantic, 80%
Romantic, 86%
Pls. Environment, 77%
Pls. Environment, 84%
Pls. Environment, 83%
Pls. Environment, 86%
Learning, 80%
Learning, 93%
Learning, 88%
Learning, 92%
Total Japanese, 72%
Total Japanese, 76%
Total Japanese, 78%
Total Japanese, 81%
Golfing
Local eateries and localspecialty items
A variety of places to staythat fit any budget
Family-friendly activities
IMPRESSION OF HAWAI’I BY SEGMENT (% RATING TOP 2 BOX)
Q7. Please indicate your impression of how well Hawai’i delivers on each of the attributes listed using a scale of 1 (Does Not Deliver at All) to 5 (Delivers Extremely Well).
193
Japan Market
Language, 66%
Language, 67%
Language, 70%
Language, 71%
Culinary, 69%
Culinary, 76%
Culinary, 72%
Culinary, 75%
Family, 64%
Family, 68%
Family, 69%
Family, 71%
Romantic, 68%
Romantic, 70%
Romantic, 71%
Romantic, 75%
Pls. Environment, 65%
Pls. Environment, 68%
Pls. Environment, 71%
Pls. Environment, 74%
Learning, 71%
Learning, 76%
Learning, 80%
Learning, 77%
Total Japanese, 64%
Total Japanese, 65%
Total Japanese, 68%
Total Japanese, 68%
Place to see where moviesand television showswere/are filmed
Top restaurants/celebritychefs/fine dining
Special events/festivals thatoccur throughout the year
Destination for cruise ships
IMPRESSION OF HAWAI’I BY SEGMENT (% RATING TOP 2 BOX)
Q7. Please indicate your impression of how well Hawai’i delivers on each of the attributes listed using a scale of 1 (Does Not Deliver at All) to 5 (Delivers Extremely Well).
194
Japan Market
Language, 45%
Language, 51%
Language, 59%
Language, 66%
Culinary, 48%
Culinary, 53%
Culinary, 63%
Culinary, 67%
Family, 42%
Family, 47%
Family, 59%
Family, 64%
Romantic, 47%
Romantic, 56%
Romantic, 61%
Romantic, 69%
Pls. Environment, 45%
Pls. Environment, 52%
Pls. Environment, 62%
Pls. Environment, 64%
Learning, 56%
Learning, 64%
Learning, 73%
Learning, 75%
Total Japanese, 45%
Total Japanese, 50%
Total Japanese, 60%
Total Japanese, 64%
Performing and cultural arts
Historic/cultural sites,museums
Authentic native culture
Celebrity sightings/placesthat celebrities visit
IMPRESSION OF HAWAI’I BY SEGMENT (% RATING TOP 2 BOX)
Q7. Please indicate your impression of how well Hawai’i delivers on each of the attributes listed using a scale of 1 (Does Not Deliver at All) to 5 (Delivers Extremely Well).
195
Japan Market
41%
56%
47% 47%45%
53%
46%
64% 65% 64%
70% 69%67%
69%
46%
60%
54% 53%51%
61%
51%
Total Japanese Learning PleasingEnvironment
Romantic Family Culinary Language
VISITED PAST 36 MONTHS VISITED PAST 12 MONTHS(% VISITED IN PAST 36 MONTHS)
Plan to Visit in next 24 Months
HAWAI’I VISITATION BY SEGMENT
Q9A. Please indicate whether or not you visited each of the following destination for leisure within the past 3 years.Q9B. Please indicate whether or not you visited each of the following destinations for leisure within the past 12 months.Q10A. Please tell us for each of the following destinations whether or not you plan to visit them for leisure in the next 24 months.196
Japan Market
41%
24%21%
30%
25%
35%
64%68%
55%
62%
53%
63%
HAWAI'I Australia China Europe Guam/Saipan Korea
VISITED PAST 36 MONTHS VISITED PAST 12 MONTHS(% VISITED IN PAST 36 MONTHS)
VISITATION - COMPETITIVE DESTINATIONS
Q9A. Please indicate whether or not you visited each of the following destination for leisure within the past 3 years.Q9B. Please indicate whether or not you visited each of the following destinations for leisure within the past 12 months.
197
Japan Market
46%
30%
16%
42%
25% 26%
72%
51%
65% 65%
58%
72%
HAWAI'I Australia China Europe Guam/Saipan Korea
PLAN TO VISIT IN NEXT 24 MONTHS PLAN TO VISIT IN NEXT 12 MONTHS(% PLANNING IN NEXT 24 MONTHS)
PLANNED VISITATION - COMPETITIVE DESTINATIONS
Q10A. Please tell us for each of the following destination whether or not you plan to visit them for leisure within the next 24 months. (confirm visitation in 2016)Q10B. Please tell us for each of the following destinations whether or not you plan to visit them for leisure within the next 12 months.
198
Japan Market
77%
43%40%
15%10% 8%
11%
O'ahu Hawai'i Maui Kaua'i Moloka'i Lana'i Don't know yet
PLANNED VISITATION TO ISLANDS OF HAWAI’I (AMONG THOSE PLANNING TO VISIT IN NEXT 24 MONTHS)
Q10C. You indicated that you are planning to visit Hawai’i in the next 24 months. Which island do you plan to visit?
199
Japan Market
87%
31%
7% 7% 6% 4% 3%0%
Hotel Condo Bed & BreakfastFamily/friend home Timeshare Cruise ship Rental house Other
PLANNED ACCOMMODATIONS (AMONG THOSE PLANNING TO VISIT HAWAI’I IN NEXT 24 MONTHS)
Q10D. You indicated that you are planning to visit Hawai’i in the next 24 months. What type of accommodation do you plan to stay in?
200
Japan Market
5%
0%
0%
0%
2%
4%
4%
5%
5%
7%
8%
10%
11%
11%
13%
14%
15%
17%
17%
18%
19%
Other
Cancelled trip and will stay at home
Accommodations were not available
Family/friends/co-workers said not to go
Cancelled planned trip and will go to an alternative…
Hawai'i is not a popular destination
Safety concerns (crime/natural disasters, etc.)
Health/other personal reasons
Not enough activities in Hawai'i that interest me
The exchange rate is unfavorable
Shopping in Hawai'i is not a good value
Too difficult to visit islands other than O'ahu
Price of the airfare
Price of the vacation package
Job/Employment instability
Price of the hotel
Better value at another destination
Flight to Hawai'i is too long
Hawai'i is too congested
I don't have enough time to travel to Hawai'i
Been to Hawai'i before, I wished to try another destination
REASONS FOR NOT VISITING HAWAI’I (AMONG THOSE CONSIDERING, BUT NOT PLANNING TO VISIT )
Q11. Earlier you indicated that you had considered Hawai’i for a leisure vacation, but are not intending to visit in the next 24 months. Which of the following reasons explains why you considered, but are not intending to visit Hawai’i in the next 24 months?Note: Sample size less than 50, use data with proper caution. Total and Segment sample sizes for this question are very small; segments are not reported separately.201
Japan Market24%
13%
21%
10%
6%
27%
1 Time 2 Times 3-4 Times 5-9 Times 10+ Times Never Visited
LIFETIME VISITS TO HAWAI’I
Q12. How many times have you visited Hawai’i in your lifetime?
3.82Average Number of
Lifetime Trips to Hawai’i(among those visiting 1+ times)
202
Japan Market
2%
6%
7%
8%
10%
10%
12%
12%
13%
17%
17%
38%
40%
44%
57%
61%
63%
Other
Heard about new things to do since my last visit
Many of the hotels and timeshares have been…
I have noticed there are more flights from cities…
To participate in an event or a festival
I have friends or family there
I spent my honeymoon there
Feels like coming home again
It is a tradition. I always visit Hawai'i
I find that Hawai'i is a great value
I love to experience the culture
Food and dining options
It's familiar and I know my way around
It is safe
Beaches are great
Always great weather
It has stunning natural beauty
REASONS FOR RETURNING TO HAWAI’I (AMONG THOSE VISITING HAWAI’I 2+ TIMES)
Q13. Which of the following reasons best explains why you keep returning to Hawai’i?
203
Japan Market
Language, 49%
Language, 60%
Language, 70%
Language, 66%
Culinary, 56%
Culinary, 64%
Culinary, 71%
Culinary, 66%
Family, 52%
Family, 59%
Family, 74%
Family, 65%
Romantic, 51%
Romantic, 70%
Romantic, 66%
Romantic, 68%
Pls. Environment, 51%
Pls. Environment, 62%
Pls. Environment, 70%
Pls. Environment, 69%
Learning, 58%
Learning, 68%
Learning, 77%
Learning, 77%
Total Japanese, 44%
Total Japanese, 57%
Total Japanese, 61%
Total Japanese, 63%
It is safe
Beaches are great
Always great weather
It has stunning naturalbeauty
REASONS FOR RETURNING TO HAWAI’I – SEGMENT COMPARISONS (REASONS LISTED IN RANK ORDER FOR TOTAL)
Q13. Which of the following reasons best explains why you keep returning to Hawai’i?
204
Japan Market
Language, 17%
Language, 16%
Language, 42%
Language, 48%
Culinary, 20%
Culinary, 20%
Culinary, 51%
Culinary, 50%
Family, 15%
Family, 17%
Family, 42%
Family, 48%
Romantic, 17%
Romantic, 19%
Romantic, 42%
Romantic, 43%
Pls. Environment, 16%
Pls. Environment, 18%
Pls. Environment, 42%
Pls. Environment, 47%
Learning, 18%
Learning, 27%
Learning, 54%
Learning, 54%
Total Japanese, 17%
Total Japanese, 17%
Total Japanese, 38%
Total Japanese, 40%
I find that Hawai'i is a greatvalue
I love to experience theculture
Food and dining options
It's familiar and I know myway around
REASONS FOR RETURNING TO HAWAI’I – SEGMENT COMPARISONS (REASONS LISTED IN RANK ORDER FOR TOTAL)
Q13. Which of the following reasons best explains why you keep returning to Hawai’i?
205
Japan Market
Language, 11%
Language, 15%
Language, 14%
Language, 15%
Culinary, 10%
Culinary, 15%
Culinary, 13%
Culinary, 17%
Family, 10%
Family, 16%
Family, 13%
Family, 14%
Romantic, 10%
Romantic, 16%
Romantic, 16%
Romantic, 15%
Pls. Environment, 10%
Pls. Environment, 13%
Pls. Environment, 12%
Pls. Environment, 14%
Learning, 10%
Learning, 19%
Learning, 18%
Learning, 14%
Total Japanese, 10%
Total Japanese, 12%
Total Japanese, 12%
Total Japanese, 13%
I have friends or family there
I spent my honeymoon there
Feels like coming home again
It is a tradition. I always visitHawai'i
REASONS FOR RETURNING TO HAWAI’I – SEGMENT COMPARISONS (REASONS LISTED IN RANK ORDER FOR TOTAL)
Q13. Which of the following reasons best explains why you keep returning to Hawai’i?
206
Japan Market
Language, 5%
Language, 9%
Language, 7%
Language, 10%
Culinary, 7%
Culinary, 8%
Culinary, 9%
Culinary, 12%
Family, 6%
Family, 7%
Family, 9%
Family, 9%
Romantic, 6%
Romantic, 9%
Romantic, 9%
Romantic, 12%
Pls. Environment, 5%
Pls. Environment, 7%
Pls. Environment, 8%
Pls. Environment, 10%
Learning, 8%
Learning, 10%
Learning, 11%
Learning, 14%
Total Japanese, 6%
Total Japanese, 7%
Total Japanese, 8%
Total Japanese, 10%
Heard about new things to dosince my last visit
Many of the hotels andtimeshares have beenrecently renovated/refreshed
I have noticed there are moreflights from cities closer tomy home
To participate in an event ora festival
REASONS FOR RETURNING TO HAWAI’I – SEGMENT COMPARISONS (REASONS LISTED IN RANK ORDER FOR TOTAL)
Q13. Which of the following reasons best explains why you keep returning to Hawai’i?
207
Japan Market
30%
20%19%
16%
11%
3%
2014 (as of NOV) 2013 2010-2012 2000-2009 1999 or earlier Don't Remember
YEAR LAST VISITED HAWAI’I
Q14. What was the month and year of your last visit to Hawai’i?
208
Japan Market
20%
7%8%
6%
23%
11%
6%5%
27%
7%8%
13%
21%
3%
11%
7%8%
DEC JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DK
WIN
TER
SUM
MER
FALL
MONTH LAST VISITED HAWAI’I
Q14. What was the month and year of your last visit to Hawai’i?
SPRI
NG
209
Japan Market
76%
8% 6% 7%2% 1% 1%
O'ahu Hawai'i (Kona/Kohala Coast)
Hawai'i(Hilo area)
Maui Kaua'i Moloka'i Lana'i
ISLANDS’ SHARE OF NIGHTS IN HAWAI’I
Q15. How many nights did you stay on each island during your most recent trip to Hawai’i?
4.9Average Number of Nights
in State of Hawai’i
210
Japan Market
4.90
3.95
2.92
2.25 2.16
1.671.30 1.23
State ofHawai'i
O'ahu Hawai'i(Kona/Kohala
Coast)
Hawai'i(Hilo area)
Kaua'i Maui Lana'i Moloka'iSPRI
NG
NIGHTS IN HAWAI’I
Q15. How many nights did you stay on each island during your most recent trip to Hawai’i?
(AVERAGE AMONG THOSE STAYING AT LEAST 1+ NIGHT IN STATE OR ON ISLAND )
211
Japan Market
32% 32% 33% 32% 33% 34% 33%
24% 26% 24% 23% 23% 23% 23%
13% 13% 12% 12% 12% 12% 13%
11% 11% 11% 12% 11% 11% 11%
19% 18% 19% 19% 19% 19% 19%
1% 1% 1% 1% 1% 1% 1%
Total Japanese Learning PleasingEnvironment
Romantic Family Culinary Language
$4,788 $5,026$5,005$5,130$4,885$4,993 $5,020
AVERAGE SPENDING IN HAWAI’I
Other
Shopping
Entertain./Activities
Meals
Lodging
Transportation
Q16. Thinking about your most recent trip to Hawai’i, please estimate how much money your travel party spend in each of the categories listed below. Please type in the U.S. dollar amount in the space provided for each category. If you spend nothing in a particular category, type in ‘0’.
212
Japan Market
8% 8% 8% 9% 7% 7% 7%
37% 36% 39% 37% 42% 39% 40%
2% 2%3% 3% 3% 3% 3%
28% 32% 28% 25% 26% 27% 27%
25% 22% 22% 25% 23% 23% 23%
Total Japanese Learning PleasingEnvironment
Romantic Family Culinary Language
3.29 3.093.243.253.203.33 3.18
TRAVEL PARTY SIZE (AVERAGE AND SHARE)
Families (includes kids)
3+ Adults
2 Adults (M/M; F/F)
Couples (M/F)
1 Adult
Q17. Including yourself, how many people were in your travel party on your most recent leisure trip to Hawai’i?
213
Japan Market
56%
74%62% 65% 62%
68%60%
TotalJapanese
Learning PleasingEnvironment
Romantic Family Culinary Language
6.55
6.86
6.686.75
6.75
6.98
6.65
HAWAI’I EXCELLENT RATING (% TOP 2 BOX; MEAN)
Q18. Overall, how would you rate your most recent trip to Hawai’i? (8 point scale where 1 is Poor and 8 is Excellent)
214
Japan Market
38%
53%43% 44% 41%
49%42%
36%
33%
38% 37% 37%35%
35%
18%
13%18% 17% 19% 14%
20%
8%1% 2% 2% 2% 2% 3%
Total Japanese Learning PleasingEnvironment
Romantic Family Culinary Language
3.03 3.38 3.21 3.23 3.17 3.31 3.15
LIKELIHOOD OF RETURNING TO HAWAI’I IN NEXT 24 MONTHS (AVERAGE AND SHARE)
Not At All Likely (1)
Not Too Likely (2)
Somewhat Likely (3)
Very Likely (4)
Q19. In the next 24 months, how likely are you to take a vacation or pleasure trip to Hawai’i?
215
Excellence in Travel Intelligence®
Cheryl SchutzVice President, Destination Intelligence
D.K. Shifflet & Associates [email protected]
HAWAI’I MARKETING EFFECTIVENESS2014-2015 – WAVE 1
FINAL REPORT (JANUARY 8, 2015)ADDITIONS (FEBRUARY 13, 2015)