Travel advisors looking to vet Hawaii tourism products have a brand-new tool: Qurator, the destination’s official certification program for identifying responsible tourism businesses.
The
state-run program, announced in late June, evaluates companies on six
different criteria: environment, cultural support, equity, safety,
community and guest experience, according to Hawaii Tourism Authority (HTA) officials. The HTA announced the new certification alongside members of the Council for Native Hawaiian Advancement’s Kilohana tourism division.
State
officials made it clear that Qurator was designed with both visitors
and residents in mind, and that the program uses an unprecedented
framework of certification standards.
“The global standards stop at
tours and accommodations,” said Jon Peahl, quality assurance manager for
Kilohana. “We had to create something that hadn’t previously existed —
standards to cover everyone from cruise lines to surf schools.”
The global standards stop at tours and accommodations — We had to create something that hadn’t previously existed — standards to cover everyone from cruise lines to surf schools.
Qurator
certification requires tourism businesses to conduct a self-evaluation
online, followed by an over-the-phone audit by an independent third
party
Kalani Kaanaana, chief brand officer for the HTA, said in an
interview last month that Qurator was born out of the many conversations
his organization had in communities across Hawaii during the COVID-19
crisis, when HTA officials asked residents, “What should tourism look
like when we come out of the pandemic?
“Consistently, we heard from
our residents a greater desire for managed tourism — not necessarily no
tourism, but rather that the tourism we do have be managed and done in a
way that’s more regenerative,” Kaanaana said
He describes the program as a new mark of excellence for Hawaii businesses.
“It
speaks to a set of brand values for the Hawaiian Islands that we care
deeply about," he said. “Our land, our people, our culture and our
guests.”
It speaks to a set of brand values for the Hawaiian Islands that we care deeply about: Our land, our people, our culture and our guests."
Prior to Qurator’s launch, the HTA
conducted “the deep work of community listening” to understand what
Hawaii residents want. He noted that travel advisors can “rest assured
that we’re focused on making sure we’re improving the quality of life
for our residents, but also emphasizing an improvement in the visitor
experience.”
Rob Pacheco, CEO of Hawaii Forest & Trail, said his Hawaii Island ecotour company was
one of the 13 tourism businesses certified in a Qurator pilot program
completed this May. “Over time, this could be something travel advisors
could look to with the idea that, ‘I feel good sending my people here,’”
Pacheco said.
“When they go to look up a hotel, an activity company
or a small restaurant, and the first thing they see is [the Qurator
certification, they’ll know] at least it’s a legitimate business, and
it’s doing things the right way.”
Kelly Knox, a corporate responsibility advisor for Southwest Airlines, jumped at the chance to participate in the pilot program.
“Hawaii
is all about preserving and protecting the Hawaiian culture, protecting
the 'aina' — the land,” Knox said. “The Qurator
program highlights those organizations that are doing the right thing,
that [provide] uplifting, authentic experiences. When you’re on an
island, it’s so important to respect resources, so Hawaii can be
beautiful to visit for generations to come.”
Kaanaana noted that
participating tourism businesses can chose to be considered for Qurator
certification in as many of the program’s six categories as they like.
“You
might have a large hotel or cruise line, and they may touch on all six
categories,” he said. “But a small local business — be it a food truck,
or a cultural storyteller who does tours — isn’t likely to have the
resources or the expertise to create their own climate action plan or a
formal policy on bereavement leave. Allowing companies to pick and
choose the categories helps us level the playing field a little.”
