Certification Two: Selling the Hawaiian Islands
Chapter One: Overview and Hawaii’s Uniqueness
Welcome to Certification 2 of the Hawai‘i Destination Specialist training program!
In Certification 1, you experienced an introduction to Hawai‘i. We shared some of
our awesome “wow” reasons for selling our Islands. Then we talked to you about
the geography, transportation and incredible climate that welcome your clients to
the Islands. We covered accommodations, Hawai‘i’s activities and events, and
hopefully opened your eyes and your hearts to the benefits of sharing the Hawaiian
Islands with your customers.
Here in Certification 2, we’ll be helping you set a roadmap for truly selling the
Islands. We’ll start with an overview of the Hawai‘i experience and get a little
deeper into what makes the Islands so unique. Then, we will share our perspective
on traveler types and how our six unique island destinations can help you satisfy
the desires of each of those kinds of travelers. Finally, we will discuss cross-selling
and upselling, and showcase some of the great resources that are available to you.
Welcome to Chapter 1 of our Certification 2 level. In this chapter we will take a
look at the sights, sounds and people of Hawai‘i, then move on to talk about
understanding and selling the intangibles. Lastly, we’ll discuss some key unique
selling features of our six island destinations.
So let’s get started!
Visiting the Hawaiian Islands will engage all of your clients’ senses, as they
encounter sights, sounds, tastes, textures and scents. These are amazing
destinations you are selling, so build passion into your sales pitch by talking about
some of these incredible experiences.
Maybe they will be able to see the rings of Saturn during their trip atop Maunakea,
on the Island of Hawai‘i. They might have an epiphany driving along the 617
curves on the Road to Hāna, on Maui. Their historical pride will shine during a
visit to O‘ahu’s Pearl Harbor.
And during all of their experiences, they will meet our warm and welcoming
people, who reflect a mix of cultures that are the result of our unique history and
natural environment.
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Hawai‘i is a true melting pot, one where no race or ethnicity is in the majority.
Hawai‘i has a larger Asian-American population than any other state. Caucasians,
Japanese-Americans, Native Hawaiians, Chinese-Americans, FilipinoAmericans,and many people of mixed ancestry call our Islands home. This
diversity makes for a wonderful cultural blend that is evident in many aspects of
the Hawaiian vacation experience, including cuisine, music and historic sites.
Every month, there are festivals reflecting local ethnicities, such as Honolulu’s
“Joy of Sake,” the largest sake tasting event found outside of Japan.
In addition to the Native Hawaiian history and culture they’ll find, your clients can
also visit places that tell the stories of other peoples who made Hawai‘i their home.
Clients can stroll through Honolulu’s Chinatown, one of the largest in the U.S. and
one that reflects a variety of Asian cultures, or visit sites like the Kona Coffee
Living History Farm on Hawai‘i Island, which depicts the lives of Japanese
immigrant coffee farmers during the early 20th century. Sites pertaining to the
missionaries who came to Hawai‘i in the 19th century from New England shed light
on another important cultural influence, evident in places like the Lyman House
Museum in Līhuʻe, Kaua‘i, or the Hawaiian Mission Houses Historic Site and
Archives in Honolulu.
The Hawaiian Islands are filled with a profusion of colorful plants and flowers, not
only growing outside, but also enjoyed in beautiful arrangements in hotel lobbies
and restaurants. Receiving a fragrant lei strung with orchids, plumeria or other
tropical flowers is an especially memorable way for visitors to be welcomed to the
Islands, so be sure and arrange a lei greeting for your clients. Clients can
experience the rare flora of Hawai‘i by visiting a botanical garden such as the
Allerton Garden on Kaua‘i or Lyon Arboretum, tucked deep into Mānoa Valley on
O‘ahu. They will also encounter unique, otherworldly flora, including the
silversword plant, which grows in Haleakalā National Park on Maui.
The sounds of Hawai‘i are equally as distinctive. Music is a big part of the local
scene, one that is as diverse as the Island cultures. Chants and percussion beats
reflecting ancient Hawaiian and Polynesian traditions are part of the mix, but so is
a uniquely local spin put on everything from rock to jazz to hip-hop. There’s even
a popular form of reggae known as Jawaiian. The ‘ukulele, the tiny guitar-like
instrument brought to Hawai‘i by Portuguese immigrants, is perhaps the instrument
most associated with the Islands. Clients can experience its unique sound at
O‘ahu’s Ukulele Festival, held each July at the Kapi‘olani Regional Park
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Bandstand in Waikīkī. Or they may want to check out the Hawaiian Slack-Key
Guitar Festival, held in November on Kaua‘i, where master musicians demonstrate
a way of playing the guitar with “slacked” tuning to create a distinctly Island
sound. Be sure to let your clients know they can expect to enjoy free live music
and entertainment at many of the Islands’ hotels and resorts.
Your clients may ask why they should choose the Hawaiian Islands over another
destination that also has beautiful beaches and warm weather—and may be closer
to home.
There are spiritual aspects of local culture that cannot be easily defined but that
will nevertheless be evident to your clients and greatly enhance their stay. You can
tell them that Hawai‘i’s people have a deep sense of ‘ohana, or family, that
extends to visitors and results in genuine warmth and hospitality. You can explain
that aloha is not just a greeting, but a value system and approach to living that
emphasizes sharing, kindness, generosity and compassion, among other qualities.
If your clients are seeking renewal and a relief from everyday stress, the Hawaiian
Islands will provide these. Of course they will find an abundance of spas and
wellness programs, but they will also find a relaxed pace that encourages visitors
to breathe in the fragrant air, marvel at a hidden waterfall or “talk story” with a
local elder. They can learn to paddle an outrigger canoe and learn how the ancient
Polynesians used the stars for navigation. They can learn the art of horse
whispering or swim with gentle manta rays. In short, your clients will come away
with something more meaningful than they can find in other destinations.
Here are just a few of the many key selling features of our Hawaiian Islands:
A U.S. Destination. While Hawai‘i has all the intrigue and sense of discovery of
an exotic, faraway destination, you are still sending your clients to a U.S.
destination. That means no passport or visa is required— just the driver’s license
or state ID card normally needed for domestic travel. It also means a degree of
familiarity that will be comforting to many clients.While clients will enjoy learning
a few Hawaiian words and the meanings behind local place names, there is no
language barrier or foreign currency to contend with. Drinking water and foods are
as safe to consume in Hawai‘i as they are on the Mainland. Driving is subject to
the same traffic laws that U.S. visitors are familiar with at home.
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A Safe Destination. Welcoming guests is a part of the Hawaiian culture and it
comes through in the comfort and sense of security your clients will experience
throughout their stay. Hawai‘i is gracious to visitors in a way that is genuine and
heartfelt. Your clients will enjoy the freedom of exploring the Islands on their own,
discovering off-the-beaten path towns, glorious natural wonders, and so much
more, all from the comfort of their rental car.
Quality and Hospitality. Hawai‘i is a high-quality destination in both tangible and
intangible ways. First of all, its tourism infrastructure is among the finest in the
world. Clients will find excellent accommodations that represent all major
international hotel companies, as well as local companies with a long history of
providing top hospitality. You can assure them the Hawaiian Islands offer many
elements important to discerning travelers, including some of the world’s finest
golf courses, spas, outdoor activities, restaurants, shopping, cultural experiences
and more. That’s not just hype, it’s something you can back up by letting clients
know about the many awards bestowed on Hawai‘i each year by the readers of
leading travel publications.
For example, Travel+Leisure recently named four of the Hawaiian Islands (O‘ahu,
Maui, Kaua‘i and Hawai‘i Island) to its list of the top 10 island destinations in the
world. Beyond the infrastructure, there is the professionalism and genuine warmth
of the people your clients will encounter.
Only in Hawai‘i. Hawai‘i is filled with unique attractions, geographical features
and experiences that your clients are not going to find anywhere else. Here are
some concrete examples by island:
Only on Kaua‘i
Three of the five National Tropical Botanical Gardens are in Kaua‘i, making the
island a rare spot for clients to enjoy native plants and learn about efforts to
preserve them.
Kaua‘i features more beaches per coastline than any of the other Neighbor Islands,
giving clients an abundance of choices.
Mountain Tubing—where participants float in a tube through irrigation ditches
built during the days of the sugar plantations—is a popular activity on Kaua‘i. The
guided floats are rich in history as well as lots of fun.
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Casting an arresting profile along the Coconut Coast, Nounou is a mountain known
as “Sleeping Giant” because of its resemblance to a reclining human figure.
According to legend, it was formed when a giant named Puni fell asleep after
consuming a large meal. It’s a prime spot for hikers, with a trail leading up through
pine and eucalyptus forests for stunning views of the coastline below.
Only on O‘ahu
An annual event held in May, the wild and wacky Waikīkī Spam Jam celebrates
the fact that more Spam is consumed per capita in Hawai‘i than in any other state.
At this lively street festival, visitors can sample an inventive variety of Spam-based
dishes, plus enjoy live music and dance performances on several stages.
Just east of Honolulu, Hanauma Bay is an arrestingly beautiful, circular-shaped
cove formed by a long-ago volcanic eruption. The first Marine Life Conservation
District in Hawai‘i, it’s one of the best places for snorkeling in the Hawaiian
Islands. It’s so popular, however, that clients should be advised to arrive there
early before the parking lot fills up. While in the area, clients should also check the
Hālona Blow Hole, a dramatic coastal outcropping where water spouts up through
a lava tube. On a clear day, the silhouettes of Molok‘ai and Maui can be seen on
the far horizon.
Only on Maui Nui (Greater Maui)
Here are some of the aspects that make the islands of Maui, Moloka‘i and Lāna‘i
truly special.
Sunrise on Haleakalā. Your clients will be truly amazed if they take a pre-dawn
drive up to the top if Mt. Haleakalā for the unforgettable chance to watch a
glorious sunrise spread across Maui. Or even a one-of-a-kind bike ride on the 38mile descent from the summit of Haleakalā down to sea level, a thrilling, threehour guided activity that you can book for your clients through commercials
outfitters.
Your clients can get a true local experience by participating in Maui Friday Town
Parties, a series of weekly evening celebrations that rotate between Lahaina,
Wailuku, Makawao and Kīhei. Live music, open art studios, shopping discounts
and special foods are all part of the fun.
Molokini is an islet three miles off Maui’s southern coastline, a perfect crescent
surrounded by clear waters brimming with marine life. It’s protected as a Marine
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Conservation District and is one of Maui’s most popular attractions for snorkelers
and divers. A catamaran ride out to the islet, with lunch onboard and plenty of time
for exploring the waters, is an experience many clients will treasure.
Kanepu‘u Preserve in central Lāna‘i is the largest remaining dryland forest of its
kind in the world. It’s a fascinating environment of rare plants, some of which only
grow on Lāna‘i. Operated by the Nature Conservancy, the preserve has a wellmarked trail where your clients will learn about Hawai‘i’s unique and fragile
ecosystem.
One of the world’s most isolated and beautiful spots, Kalaupapa National
Historic Park is devoted to the history of Saint Damien and his work with the
sufferers of Hanson’s Disease (leprosy) in the 19th century. The Belgian priest was
canonized and became The Hawaiian Islands’ first saint. Although still a restricted
area, visitors who are 16 or older can take guided tours of the park led by Damien
Tours.
A thrilling way to reach Kalapaupa is by taking a mule ride down the 26
switchbacks, where there are breathtaking views of the peninsula below and
towering sea cliffs, the highest in the world. Clients can also get views of the
peninsula from the Kalapaupa Lookout at Pala‘au State Park.
Only on Hawai‘i Island
Here are a few natural and cultural aspects of Hawai‘i Island that make it different
from anywhere else on the planet, along with some suggestions for how clients can
best enjoy them.
An active volcano! Pele, as she is more often called, is said to have made her final
home inside the active Kilauea Volcano and she is still putting on quite a show for
visitors to Hawai‘i Volcanoes National Park.
Manta rays. Hawai‘i Island offers a rare chance to snorkel and swim among benign
and gentle manta rays, fascinating creatures with wingspans of up to 20 feet. The
rays are best viewed during the evening when they swim near shore. Evening boat
excursions to snorkel or dive among the rays provide magical encounters.
Hawai‘i is actually composed of six distinctive destinations, each with its own
personality, landscape and flavor. This enables you to sell Hawai‘i to a broad range
of clients with varying tastes and preferences. Whether they want sophisticated
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cuisine and nightlife, or hope to feel completely removed from the pace of urban
life, they’ll find it in Hawai‘i.
Each Hawaiian island has distinct visitor appeal all its own. The more you know
about the characteristics of each island (and, of course, the needs and interests of
your clients), the better you can match your clients with the island, or combination
of islands, that’s right for them. You are getting a glimpse of each of the islands in
these first certifications, but to fully immerse yourself in them, be sure to complete
the Individual Island Certifications 3 through 6.
Kaua‘i. With its pristine beaches, waterfalls, serene rivers and stunning natural
areas enveloped in endless shades of green, Kaua‘i draws visitors seeking a
peaceful, rejuvenating environment. They appreciate the fact the island provides a
tranquil pace and a respite from the demands of everyday life. They are not seeking
urban experiences or crowds. Instead, they prefer to relax and unwind, with no
demanding agenda to see “all the sights.”
O‘ahu. O‘ahu exudes energy and excitement, from vibrant Waikīkī to the
spectacular surfing breaks of the North Shore. While visitors appreciate the
island’s natural beauty, they are even more drawn to its superb dining, iconic
historic sites, shopping, nightlife, and an arts and culture scene that offers
everything from world-class museums to local festivals.
Maui. Variety is the spice of life on Maui, with its captivating blend of stellar
beach resorts, farm-to-table cuisine, charming small towns, hillside farms, local
artisans and a myriad of outdoor options ranging from whale-watching to cycling
down the slopes of Haleakalā. Visitors appreciate that Maui combines a leisurely
pace with easy access to local culture and spontaneous small adventures, including
taking a day trip via ferry to nearby Lāna‘i or Moloka‘i.
Moloka‘i. Quaint, traditional and rustic, Moloka‘i is a window into the Hawai‘i of
an earlier era. It also has some of the most ruggedly beautiful scenery in the state.
Visitors seeking a leisurely pace and a sense of authenticity are drawn to Moloka‘i.
Lāna‘i. Lāna‘i, a close-knit local community, welcomes its visitors with a rare
opportunity of inhabiting a private island. It’s ideal for those seeking to combine
soft adventure with serene luxury.
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Hawai‘i Island. With its volcanic activity, stellar stargazing, vast lava fields and
haunting historic sites, Hawai‘i Island has attributes that inspire unlike any other
destination. As such, it’s the ideal destination for visitors with inquiring minds and
a taste for extraordinary adventures and cultural experiences not available
anywhere else. Its amazing diversity of climate and terrain hold strong appeal for
clients who want one island, but a multi-destination experience.
As you complete these certification courses you are being immersed in the real
Hawaiian experience. Your clients may have some preconceived ideas from pop
culture or the silver screen, so let’s talk about that, too.
Even if your clients have not been to Hawai‘i, they may feel they have already
experienced it through television and film. Starting with the TV drama Hawaiian
Eye back in the early 1960s on up through two incarnations of Hawai‘i Five-O,
Lost, Baywatch Hawai‘i and Magnum P.I., a televised version of Hawai‘i has
entered living rooms worldwide. A highly popular film location, Hawai‘i has also
been the setting for countless movies, including Blue Hawai‘i, Hawai‘i,Forgetting
Sarah Marshall, Pearl Harbor, From Here to Eternity, Soul Surfer, The
Descendants and many more. Hawai‘i also frequently serves to depict other
tropical locations, in films ranging from South Pacific to Jurassic Park.
As a showcase for Hawai‘i’s stunning scenery, many of these films and TV shows
may pique a client’s interest in visiting the Islands. However, most shows and
films barely scratch the surface of the cultural riches and extraordinary adventures
that the Islands really offer. Using your knowledge of what is unique, you can help
educate your customers on authentic Hawai‘i.
Also fueling stereotypical images of Hawai‘i are outdated notions of mediocre and
overpriced food, plastic lei, cellophane “grass” skirts, touristy lū‘aus, cheesy tours
and other canned experiences. There may have been some basis to these
stereotypes years ago, but clients need to know that today’s Hawaiian Islands offer
some of the most authentic and inspiring cultural experiences found anywhere.
Quality and authenticity are the hallmarks of the modern Hawai‘i travel
experience. Rather than finding a culture diluted by a strong tourism industry, your
clients will find a culture so genuine and so infused with aloha that it pervades the
people, places and tastes of the Hawaiian Islands. Clients will find world-class
cuisine, prepared with superb local ingredients and drawn from a variety of ethnic
influences.
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They will find entertainment that reflects a rich local music scene that produces
internationally recognized artists. They will enjoy outdoor experiences that not
only get the adrenaline pumping, but impart understanding of the Islands’ unique
environment and history.
Clients who want to celebrate their favorite Hawai‘i film or TV experiences can do
that, too. Options include movie location tours on Kaua‘i and O‘ahu, and even the
chance to fly over Waikīkī in a replica of T.J.’s famous chopper from Magnum P.I.
Visitors aren’t likely to realize that Hawai‘i offers countless ways to interact with
local people and take home knowledge that will enrich their lives long after the
luggage is unpacked.
Throughout the year, visitors can join in festivals, tasting local foods, grooving to
homegrown entertainment and intermingling with residents. They’ll experience
events that resonate as much with locals as they do with visitors, such as catching a
concert at the Waikīkī Shell, an iconic outdoor venue in Kapi‘olani Regional Park
on O‘ahu, or participating in one of Maui’s weekly Friday Town Parties.
Strolling through quiet towns like Lāna‘i City or Moloka‘i’s Kaunakakai, with
their small shops and lack of traffic, provides opportunities to interact with local
people in laid-back settings.
Annual events like Kaua‘i’s Coconut Festival, which includes cooking
demonstrations and live music, or the Merrie Monarch Festival on Hawai‘i Island,
which celebrates the artistry of hula, are not only unique to the Hawaiian Islands,
but give visitors a personal view of local culture. Opportunities to learn about
traditional Hawaiian arts and crafts are everywhere, including at many hotels
where craft demonstrations and workshops led by local artisans are an integral part
of the guest experience. For more information on the Hawaiian Islands’ cultural
attractions and special events, please use the activities and events guide. Be sure to
make use of the Search Tool in the resource center.
Other aspects of Hawaiian culture infuse the visitor experiences in countless,
unexpected ways, whether it’s the Hui Ho‘ala early morning chanting ceremony
on Waikīkī Beach or a guided hike to the ruins of an ancient fishing village on
Lāna‘i. Even a spa treatment in Hawai‘i is no ordinary indulgence, but a special
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experience in whichholistic practitioners draw on indigenous ingredients and
traditional healing arts.
In the coming chapters of this certification, you will be given recommendations of
different locations, attractions and events to satisfy distinct traveler interests. And
remember, our people are our greatest asset and will be a crowning part of any
Hawaiian Islands experience.
Before you finish Chapter 1 of Certification 2, let’s review a few of the key
takeaways.
Key Takeaway #1 – There are festivals almost every week that reflect local
ethnicities, such asHonolulu’s Prince Lot Hula Festival, which is centered on
Native Hawaiian heritage. You can personalize your clients’ experience by sharing
the unique local events that fit their interests. To learn more about what’s available,
visit the Festivals & Events section of Agents.GoHawaii.com.
Key Takeaway #2 – Hawai‘i’s people have a deep sense of ‘ohana, or family, that
extends to visitors and results in genuine warmth and hospitality.
Key Takeaway #3 –Aloha is not just a greeting, but a value system and approach
to living that emphasizes sharing, kindness, generosity and compassion, among
other qualities.
Key Takeaway #4 –Among the key selling features: Hawai’i is a U.S. destination;
it is a safe destination; the overall quality and hospitality of the Islands provide an
exceptional visitor experience; and the six distinct islands offer unique experiences
for every traveler’s desire.
Key Takeaway #5 – Each Hawaiian Island has distinct visitor appeal all its own.
The more you know about the characteristics of each island, the better you can
match your clients with the island, or combination of islands, that’s right for them.
Congratulations! You have now completed Chapter 1: Selling the Islands of
Hawai‘i. Be sure to complete the chapter quiz before moving on to Chapter 2:
Hawai‘i Traveler Profiles.
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Quizzes are available on the website, under the video player after viewing the
chapter material. As you have already read through the material, you can fast
forward the video to go straight to the quiz: http://screencast.com/t/eEAu8RsX.
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