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Let’s keep improving
our hospitality industry

Routine. What a comfortable, yet often misleading, term. We all know on how difficult it is to abandon a routine that we are used to and feel comfortable with. Don't rock the boat. Starting new is such a hassle and creates insecurities. But wouldn't it be refreshing to experience something different once in a while? It wouldn't change our character. In fact, it would uplift our spirit, creativity and image.

Why do we smile so much in Hawaii? We have lots of blue skies and even more beautiful flowers and scenery. What better influence can one ask for? In Hawaii we are blessed. Why do so many people want to visit us? It's not just because of the scenery and the weather. It's the people of Hawaii who make the difference. The aloha spirit -- you feel it everywhere you go. Hardly anyone honks their horns, and it is so refreshingly clean everywhere!

And yet, would you want to shop in a store or stay in a hotel where the routines never seem to change, even though the prices do? In today's fast-moving and competitive business world we have no choice but to adapt and adjust ourselves, and yet way too many don't. Would you pay more for hospitalities if the service level didn't change? Even if we are in paradise, we have to adjust to today's higher expectations and needs. It will not hurt our character or the aloha spirit. The opposite is true. Positive adjustments will only enhance our image.

Luckily, our crime rate is low and we can still claim to live in a secure place. So what are we doing with such advantages? What does every visitor take back? Do we really know? Do we want to know? We all know every visitor is our strongest advertisement, good or bad.

Why don't you play visitor for a day? Imagine it is your first day and you arrive at the Honolulu airport, or any island airport. You are shuttled to your hotel. Keep in mind it's your very first time here. You have dreams and expectations about Hawaii. So far, is this what you had expected? You go to the famous Waikiki Beach. Don't forget to have bandages at hand -- there are lots of sharp rocks in the water. And the beach is a bit crowded. Also go shopping, go on one of the many attractions and/or activities. And keep in mind you are on vacation, the precious time of the year were we can rest and recuperate. And does it fit your budget?

We can spend millions to advertise our beautiful Hawaii. Only a few negative experiences will ruin such effort. After all, tourism is our No. 1 revenue producer. And we are doing quite well where numbers are concerned. We have come a long way after 9/11 to build it back up. Why change things? We are doing OK. Yet my concern is, are we getting too comfortable again? We raise prices, but the level of service doesn't follow. If you raise prices, you should raise expectations.

Last but not least, are we attracting the right type of visitor? With expensive attractions, shops and activities, we need to attract people who can afford it. Otherwise the ones who can't afford it will go back home and spread the wrong message.

To remain a desirable vacation destination, we have to constantly ask ourselves, is the level of expectations being met? Are we over- or underbooked? Are we addressing the right group of people and countries? And are we applying necessary "preventive maintenance" (workforce development, service related) when times are good? It's too late to begin with adjustments when arrivals are down or the sentiment is low. This is the time, not tomorrow.

We should be spending a considerable amount of money to ensure that the service level in our precious and fragile hospitality industry meets our visitors' expectations. In my view, there is plenty of room for improvement.

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