Like Hawaii in general, Maui’s tourism industry has been affected
by such travel deterrents as a shaky mainland economy and unsettled
world politics. That’s why the Maui Visitors Bureau is going all
out to market the destination in 2003, including the introduction
of an on-island agent-certification program.
Marsha Wienert, Maui Visitors Bureau executive director, said
Maui would finish this year with higher counts than last
year’s.
“But given the double-digit decreases realized after Sept. 11,
that doesn’t paint a very realistic figure,” she said. It’s more
accurate to look two years back. “If we compare 2002 to 2000, Maui,
like the rest of the state, will most likely be down in
arrivals.”
International travel is dragging down the counts on all the
islands, Wienert said. But closer to home, she attributes the slump
to general economic concerns among U.S. travelers and the
possibility of war.
“We’re seeing continuing hesitance regarding air travel and an
increased potential for people to travel by automobiles closer to
home,” Wienert said, adding that fewer corporate and incentive
groups are booking trips.
Wienert and her team have created a gung-ho promotional program
for the coming year.
“After Sept. 11, most of our marketing initiatives were
redirected to the U.S. West,” she said. “Beginning in 2003, we will
continue to reach out to our base on the West Coast, but you will
also see us doing national campaigns.” Charged with marketing the
islands of Maui, Molokai and Lanai, MVB will target consumers
through print and broadcast media.
“We will also be doing more e-marketing with our partners,”
Wienert noted. Since travel agents drive most of Maui’s business,
Wienert likes to think of them as part of her sales force. “We will
update agents on what’s going on here through our quarterly
newsletters,” she said. “We’ll give them tools like brochures,
videos, posters, direct-mail material and maps to help them close
the sale.”
Specialist Program
By the fourth quarter of 2003, MVB will launch a new
Maui, Molokai and Lanai specialist program for agents. Called Maui
Nui, the first programs will be offered in September and December,
available on a first-come, first-served basis to agents who have
earned the Hawaii destination specialist certification from the
Hawaii Visitors & Convention Bureau. In early 2003, those
agents will be notified of the program via direct
mail.
Limited to 25 people at a time, the program will host
agents on Maui for five days, followed by a visit to Molokai and
Lanai either during the same trip or on a return trip. Agents will
take part in interactive learning seminars, visit major resort
areas, experience attractions and activities and attend
niche-market seminars.
At the end of the program, agents will also take a
written certification test earning them such benefits as hotel
rewards and sales tools. Participants pay for their own air travel
to Maui, while on-island transportation, lodging, food and
activities are free.
Meanwhile, Wienert said, MVB sales associate Angela
Curley will continue traveling around the mainland, educating
retail agents and updating them on news from the
destination.
MVB will present its popular Destination Maui travel
agent training seminars on the mainland. The first seminars of 2003
will take place in Arizona and New Mexico in January and California
in February.
Call 800-525-MAUI.