HONOLULU Outrigger Hotels & Resorts officials believe that the
re-branding of their condominium properties will help agents tap
the growing trend of family travel and repeat visitors to the
islands.
In May, the Honolulu-based chain announced the creation of
Outrigger’s Condominium Collection, distinguishing its 10 Hawaii
condominium resorts from the 40 hotels operated by Outrigger and
its sister chain Ohana Hotels & Resorts.
Outrigger’s Condominium Collection consists primarily of
low-rise beachfront properties with studios; and one-, two- and
three-bedroom units. Each accommodation comes with hotel services
like daily housekeeping and complimentary in-room coffee, but it
also provides a full-size kitchen with appliances, a washer/dryer
and other extras.
By establishing the new brand, Outrigger can keep agents better
informed about the product, properties and locations of its
condominiums, said Rob Solomon, senior vice president of sales and
marketing for Outrigger Hotels & Resorts. “The brand helps
agents distinguish the standard amenities and in-room features
their clients can expect,” he said, “and helps them determine if a
condominium unit will suit their client.”
According to Solomon, many first-time travelers are not familiar
with niche or neighborhood destinations like Napili on Maui and
Kanaloa on Big Island, where Outrigger has condominiums. “Agents
can do their clients a favor by helping them connect with these
spots,” he said.
At the end of last year, Outrigger’s central reservation center
reported a 9.6 percent increase in condominium bookings over the
previous year. Repeat visitors, which constitute 35 percent of
Outrigger’s annual business, are ideally suited for condominium
accommodations because they know the destination and are more
independent once they arrive, Solomon said. Other trends favoring
condominium travel in Hawaii include the extended family vacation,
where grandparents, parents and children travel together; and
family reunions, Solomon said.
Over the past two years, Outrigger has partnered with its
condominium owners on $12 million worth of renovations. Upgrades
varied depending on the property, from enhancements in public areas
and landscaping to upgraded in-room appointments and new telephone
systems.
Outrigger currently has four condominiums on Maui, three on the
Big Island, two on Kauai and one on Oahu. New projects are
scheduled for 2004 and 2005, said Solomon. “We definitely see this
area as a growth segment,” he said. For instance, a Big Island
condominium under construction, the 96-unit Kolea, will join the
collection once units are completed in 2005. In conjunction with
West Coast wholesale partners, Outrigger is cross-promoting its
Condominium Collection through radio and print advertising. “We are
also doing a great deal of direct mail and e-mail distributions,”
said Solomon. Travel agents who book an Outrigger condominium for
their clients get a $50 bonus, along with the usual 10 percent
commission. The bonus applies to stays of at least five nights, for
travel through Dec. 21. Clients booking an Outrigger condominium
can rent a minivan for $55 per day. 800-688-7444;
www.outrigger.com.
