Apple Vacations launched its Do Oahu promotion three years ago, and
the results were so promising that the wholesaler is offering
additional initiatives for agents and their clients.
According to Kerri Jaye, Apple Vacations’ director of sales and
marketing development, Oahu represented 26% of Apple’s Hawaii
business in 2001. This year, Oahu is responsible for 35% of the
company’s Hawaii sales.
In late July, the San Jose, Calif.-based wholesaler joined
forces with the Oahu Visitors Bureau on a series of educational
trade shows. More than 600 agents attended the nine shows,
including sessions as far west as Phoenix and Tucson. On the West
Coast, Apple’s sales reps took the Do Oahu message to individual
Meanwhile, Apple has released its Do Oahu, Everything
Extraordinary brochure highlighting the island’s points of interest
beyond the beach.
Apple is sweetening the Oahu sale with its Fun for Free program,
where clients get coupons for two-for-one values. Participating
vendors include Hawaiian Waters Adventure Park, Dole Plantation,
Bishop Museum, Polynesian Adventure Tours and Dream Cruises.
When agents book Hawaii Deluxe properties for five nights or
more, clients get guaranteed car-rental upgrades and beach totes
with such goodies as FastShot cameras, and waterproof beach
Hawaii Deluxe hotels include the Hawaii Prince, Hilton Hawaiian
Village, Hyatt Regency Waikiki, JW Marriott Ihilani, Sheraton Moana
Surfrider, Royal Hawaiian and Sheraton Waikiki.
Apple is encouraging agents to book Oahu by promoting its Hula
Cash program. For every Hawaii booking, agents receive up to $20
cash and 2,000 bonus Royalties points. As agents collect the
points, they can cash them in for free gifts such as 25-inch
televisions and digital cameras (75,000).
Agents booking three trips at a Hawaii Deluxe hotel receive one
roundtrip air ticket to Hawaii. When they book four trips, they get
a free companion ticket as well.
Apple Vacations started in 1968, adding Hawaii to its product
line in 1996. This year Hawaii represented 10% of the company’s
Since Apple is sold only through travel agents, it focuses
heavily on agent outreach, Jaye said.
“Apple accepts proposals for agent 50/50 co-op programs, and we
do a lot of consumer advertising driving the business to tagged
travel agencies,” Jaye said. “On our Web site
(www.applevacations.com), the Find a Travel Agent tool is the only
way for a consumer to book an Apple package unless they call their
For travel to Hawaii, Apple partners with United, American,
Aloha, Delta and Hawaiian airlines.