A recent survey of visitors to Hawaii showed that a majority from all markets express a high likelihood to return to the destination in the next five years. The Satisfaction and Activity Survey conducted by the Department of Business, Economic Development and Tourism included travelers from the Western and Eastern U.S., Canada, Japan, Oceania, Korea and China who visited Hawaii from October to December 2022.
Our Analysis: Travel Advisors Have an Opportunity to Book Repeat Business to Hawaii
More than 60% of visitors from all markets indicate they are “very likely” to return to Hawaii in the next five years, with the islands’ largest market area — the Western U.S. — leading the way with 80.6%. (The Eastern U.S. was fourth on the list, with 64.7%.) These results suggest that travel advisors across the country have an excellent opportunity to book repeat business to the islands, as the destination continues to deliver a positive vacation experience. The survey showed that the biggest barrier to returning to Hawaii for all markets is the high price tag, further suggesting that advisors who deliver value to their clients will likely come out on top.
Fast Facts:
- The U.S. West, saw 80.6% of visitors indicating an interest in returning to Hawaii, followed by 77.8% of those from Korea, 67.1% from Canada, 64.7% from the U.S. East and 61.6% from Oceania. Those from the U.S. West and U.S. East who traveled in smaller parties were more likely to return, as were more affluent visitors from the U.S. West. Repeat visitors from the U.S. West, U.S. East, Oceania and Canada expressed a greater likelihood of returning to the state than first-time visitors.
- Visitors rating their most recent trip to Hawaii as “excellent” included U.S. West (87.5%), U.S. East (88.7%), Canada (79.5%), Japan (79.5%), Oceania (75.2%) and Korea (85.5%).
- Hawaii exceeded expectations among many visitors, with 42.6% from U.S. West, 51.3% from U.S. East, 43.7% from Canada, 32.5% from Oceania and 68%t from Korea indicating their latest trip “exceeded expectations.” Younger respondents between 18 and 34 years old from the U.S. West, U.S. East, Japan and Canada were more likely to respond that their trip exceeded expectations compared to visitors from these markets in other age groups.
- A strong majority of visitors in the fourth quarter from all markets surveyed were “very likely” to recommend the Hawaiian Islands as a vacation destination to their friends and family. Visitors from North American markets were the most likely to recommend Hawaii, led by those from the U.S. East (89.1%), U.S. West (88.9%) and Canada (87.2%).
What They Are Saying: Increased Visitor Interest Reflects the Destination’s Quality
“Visitors expressing interest in returning to Hawaii speaks to the quality experience provided by our industry and community partners, and the individuals who engage with travelers throughout the state,” said John De Fries, president and CEO of the Hawaii Tourism Authority. “We continue to educate visitors about how to travel mindfully, including ways they can support local businesses, preserve our islands’ natural and cultural resources, and make meaningful connections.”
