Survey dispels
myths about
Japanese tourists

Among the findings, repeat visitors
to isles tend to spend more
than first-timers

By Russ Lynch
Star-Bulletin

Conventional wisdom on the spending habits of Japanese visitors in Hawaii may be way off base, according to a recently released survey.

The survey of 3,600 Japanese visitors last year found that contrary to popular belief in the industry, repeat Japanese visitors spend more money -- not less -- than first-timers.

In fact, according to the Omnitrak Group Inc. report, the more often Japanese come here, the better they get to know the islands. Instead of helping them find bargains and save money, which is what happens to their mainland counterparts, repeat visits make the Japanese familiar with the islands and let them spend more money, the survey firm concluded.

In its third annual survey of Japanese tourists, Omnitrak interviewers talked one-on-one with 300 Japanese tourists a month at Honolulu Airport last year.

Pat Loui, Omnitrak president, presented the findings last week to the Hawaii Visitors & Convention Bureau and the state Department of Business, Economic Development & Tourism.

Loui said repeat visitors now make up 18 percent of Hawaii's Japanese tourist market. Repeaters are now the majority among visitors from the mainland and that has caused concern because they are less willing to spend money and view attractions than the first few times they traveled.

But the Omnitrak survey indicates the opposite is true among the Japanese.

Loui said her company's study put away a number of myths about the Japanese and showed that the tourism industry shouldn't make the same assumptions about them as it does about the Americans.

Unlike North American repeat visitors, Japanese who have been to the islands before are less likely to stay in condominium apartments and cook for themselves, the survey showed.

"They lead such busy lives in Japan, with heavy commutes. They work long hours so they really want to treat themselves when they're on vacation," Loui said.

Loui added that Japanese visitors make up about 30 percent of Hawaii's tourist traffic but produce about 50 percent of the tourist spending.

Compared to earlier studies, the latest survey showed that today's Japanese visitors are more sophisticated travelers, more demanding as consumers, more inclined to make their own decisions, more inclined to look for new experiences and generally more skeptical.

But when they find and understand something they like they'll spend what it takes to enjoy it, the survey indicates.

A look at the statistics for family groups was particularly revealing.

When kids are along, spending multiplies and it also rises when there are various levels of relatives in the party, since they buy for each other as well as shopping for goods to take home.

Tom Sakata, executive director the Japan-Hawaii Economic Council and a former HVCB Asia marketing officer, was among those briefed on the survey results but says he still thinks Japanese repeat visitors tend to spend less than they did on their first visit.

"But if there's real value, the Japanese have the money and they'll spend it," Sakata said, adding that high-end retail stores in Japan are prospering despite the poor economy.

Omnitrak conducts the survey at its own expense and sells the details to clients.