Molokai Ranch joins
small Hawaii resorts in
marketing effort

By Russ Lynch
Star-Bulletin

Three small Hawaii resorts that team up to market themselves on the mainland have brought a fourth property into their group.

Molokai Ranch has joined Resorts of Aloha, the marketing group made up of the New Otani Kaimana Beach Hotel on Oahu, Napili Kai Beach Club on Maui and Kona Village Resort on the Big Island.

"They've been working together at least five years," said Caroline Witherspoon, a spokeswoman for Molokai Ranch. The three have been advertising together on the mainland, do sales trips together and make joint presentations to travel agent seminars.

The group was formed to set their properties apart from what they see as an image of Hawaii resorts as over-priced and glitzy.

The resorts believe they have special qualities and offer "distinct hidden views of paradise at an affordable price," said Brett Huske, Molokai Ranch general manager.

Fred Duerr, Kona Village general manager, said the approach is successful. "We've always said we'll leave all the glitz and glitter to the other people," he said.

"It really works. We find that there's a lot of people out there, both the consumers and the retail and wholesale travel agents, who are looking for the charm and personality of our properties."

Molokai Ranch is offering "the old Hawaii," Duerr said. The ranch offers trail hikes, horseback riding, ocean activities and campsite accommodations in "yurts," luxury tents with wood floors, queensize beds and private bathrooms.

Duerr's property, Kona Village, offers Polynesian-style thatched cottages and gets its "old Hawaii" flavor by having no televisions, radios or telephones in the rooms.

The New Otani, run by general manager Steve Boyle, promotes its position at the "quiet" end of Waikiki, fronting Sans Souci Beach, which the hotel has pretty much to itself. Its Hau Tree Lanai is one of the few remaining waterfront outdoor restaurants.

Napili Kai sells its "informal charm," operating like a country inn under James Shefte, general manager.