As this issue was in production, I was fortunate enough to be in
Hawaii for a few days, meeting with suppliers and discussing new
developments and trends in the industry. While there, I had dinner
with Joni Paahao, a senior vice president, and Donna Wheeler,
assistant vice president marketing, for Aston Hotels.
Over pupus and drinks, Joni and Donna, who were both born on
Oahu, shared with me their feelings about the importance of the
spirit of aloha in the travel industry. The pride they have in
their home and culture is obvious, as is the pride they have in
Aston.
While you read about Aston’s name change in “Brand Quest” (page
12), I think it’s important to keep in mind one of the major
challenges facing the company is keeping that sense of aloha and
pride, even as Aston adjusts to a new corporate culture. The
company’s strong commitment to Hawaiian culture whether it’s
expressed through the one-page local history lesson delivered to
guests with the morning paper or through the dedication of its
employees is a strength of the Aston brand, and clearly a source of
pride for its personnel. Hopefully, Aston’s parent company
understands this and will give the quality the respect it
deserves.
There are many challenges facing ResortQuest Hawaii, as Aston
will soon be called. Staff on both sides of the marriage will need
to adapt and be open to learning from each other. (Just ask Joni
about the red cowboy hat she brought to Nashville where
ResortQuest’s headquarters are located.) The essence of aloha,
however, is pride, warmth and understanding, and I hope that if
anyone can make the partnership work it is the homegrown, talented
folks at Aston.
