Courting kamaaina

Hawaii hotels, activities and attractions are offering deals to state residents to boost sales

STORY SUMMARY »

Softening hotel occupancy and decreased conference business in Hawaii has resulted in a plethora of kamaaina deals running from now until the end of the year.

While business travelers have long utilized kamaaina deals to make their business trips fit into ever-tightening travel budgets, kamaaina also are joining the pack of travelers who are eying Hawaii as a vacation destination.

With many hotels, activities and attractions offering discounts ranging from 10 to 50 percent, island leisure travelers have discovered that it often pays to stay closer to home.

Although kamaaina generally make up less than 25 percent of most visitor-industry markets, at times they've buoyed Hawaii's visitor industry.

Following Sept. 11, 2001, hotel occupancy rates plummeted across the state, and cheap hotel deals flowed freely as the visitor industry begged for kamaaina business.

During lean times, the visitor industry has discovered that some of tourism's best supporters and advertisers live in the home market.

Vacationing at home Tips for getting the best kamaaina specials: »  Consider planning your vacation during Hawaii's softer seasons. Many specials can be found at the end of summer and in fall. Hawaii's rainy season is another good local travel time. » Always ask destinations for a kamaaina special. » Since kamaaina rates can vary widely, make sure to ask the travel provider if the quoted special represents the best value or if another travel date would yield more savings. » Consult friends, the Internet and travel wholesalers to find the best kamaaina rates. Many hotels also offer employee friends and family rates that yield even more savings than traditional Hawaii resident or military rates, so if you know someone who works in the hospitality industry, use those connections. » If a property doesn't have kamaaina rate availability, don't be afraid to negotiate. Some destinations will offer kamaaina coupon books, keiki discounts, dining or on-property shopping credits, free parking or shuttle service, in-room movies, Wi-Fi or games.

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Randy Bergsrud, a zone manager for the Ford Customer Service Division, regularly gets top-of-the-line privileges and a room with a view at the Hilton Hawaiian Village -- his home away from home every time that he has to do business on Oahu.

A sample of kamaaina deals » Hilton Hawaiian Village offers a kamaaina special starting at $165 a night for a room, including 15 percent off dinner at Hilton-owned restaurants and 20 percent off spa services. » Ala Moana Hotel is offering a kamaaina special through Aug. 31 that starts at $149 a night for a room and includes breakfast for two. A shopping package, valid from Oct.1 to Dec. 21, costs $159 per night and includes a $50 gift certificate to Ala Moana Center. A two night minimum stay is required. » The Kapalua Villas is currently offering Hawaii residents a $199 room rate through Dec. 19 with complimentary transportation from the Kapalua-West Maui Airport. Additional perks are also available for kamaaina, including a complimentary "19th Hole Amenity" upon arrival of a six-pack of soda and beer, chips, salsa and other snacks (worth $50). In addition, Hawaii resident guests can book a round of golf at either the Bay or the Plantation courses starting at $88 per person, per round, including cart. » Ohana Hotels & Resorts is offering a kamaaina special through Dec. 21 on a space available basis. Rates are $119 per night at the Ohana Waikiki Beachcomber; $109 at the Ohana East; $99 at the Ohana Islander Waikiki; and $89 at the Ohana Waikiki West and Ohana Waikiki Malia. Ohana Honolulu Airport Hotel also is offering a room and breakfast or parking special for kamaaina at $125 per night, which includes breakfast for two or complimentary overnight parking. This special is valid through Dec. 21 on a space-available basis. » Outrigger Hotels and Resorts is offering a kamaaina special through Dec. 21 on a space- available basis. Outrigger Reef on the Beach is offering a $135 rate; Outrigger Waikiki on the Beach is offering a $179 rate, and rates at Outrigger Keauhou Beach Resort start at $119 per night. » Wyland Waikiki is offering a kamaaina special through Nov. 30 on a space-available basis. Rates start at $149 per night for a room and a continental breakfast of coffee and pastry at KIMOBEAN.

Bergsrud, who has spent at least one day a week on Oahu for the last decade, said that Hilton's $165 daily kamaaina rate has made it possible for him to occasionally unpack a suitcase instead of living out of an airplane.

"I'd be hard pressed to get a regular room rate (approved) through an expense report," said Bergsrud, who flies at least three times a week. "These kamaaina rates are very important for me."

While business travelers like Bergsrud often utilize kamaaina rates to make their business trips fit into ever-tightening travel budgets, kamaaina also are joining the pack of travelers who are eying Hawaii as a vacation destination.

With many hotels, activities and attractions offering discounts ranging from 10 to 50 percent, island leisure travelers have discovered that it often pays to stay closer to home. In addition, increased competition in the interisland transport sector has made it more convenient to get the right flight at the right price.

Although kamaaina generally make up less than 25 percent of most visitor industry markets, at times they've buoyed Hawaii's visitor industry. Following Sept. 11, 2001, hotel occupancy rates plummeted across the state, and cheap hotel deals flowed freely as the visitor industry begged for kamaaina business. During lean times, the visitor industry has discovered that some of tourism's best supporters and advertisers live in the home market.

"We always offer kamaaina rates to Hawaii residents; however, we tend to offer additional values in the fall when people from the mainland aren't traveling as much," said Tran Phan, regional public relations coordinator for Hilton.

There's no question that the kamaaina market, especially in the softer seasons, is still important to the local economy, said State Tourism Liaison Marsha Wienert.

Kamaaina have helped to offset a dip in travel from Hawaii's international source markets, she said.

While many properties offer some kind of kamaaina rate all year long, kamaaina who choose to vacation in Hawaii might need to plan ahead to get the best deals on their summer getaways. Strong summer demand for Hawaii could make it more difficult for kamaaina to get the hotel price they want on the night they want, she said.

While the kamaaina market is not as large as other markets at the Kapalua Villas on Maui, at certain times of the year there is more demand from the local market, said Dina McCallion, director of sales for the Kapalua Villas.

"On average, our kamaaina market makes up less than 10 percent of our guests, but during the summer months and during the school holidays we get lots of families," McCallion said. "Fall and spring also tend to be really popular, especially with golfers."

Right now, Oahu hotels like the Ala Moana Hotel, and the Outrigger and Ohana properties, are reporting strong kamaaina bookings. Rising mainland airfares and increased marketing to the kamaaina market has boosted the number of rooms going to local guests.

A plethora of kamaaina deals have begun to flood the marketplace, said Murray Towill, president of the Hawaii Hotel and Lodging Association.

"Traditionally you get through the summer, and it tends to be a slower time, so you'll see more specials," he said. "However, softness in the fourth quarter of this year, as well as a decline in convention business, has increased the number of offers. Now's a pretty good time to get a good deal."

Through Dec. 19, Hawaii residents can take advantage of special prices on accommodations and activities when they book a stay at one of the luxury condominiums at the the Kapalua Villas.

The new Hawaii Resident Package offers nightly rates at the Kapalua Villas from $199 with complimentary transportation from the Kapalua-West Maui Airport. Additional perks also are available for kamaaina, including a complimentary "19th Hole Amenity" upon arrival of a six-pack of soda and beer, chips, salsa and other snacks (worth $50). In addition, Hawaii resident guests can book a round of golf at either the Bay or the Plantation courses starting at $88 per person, per round, including cart.

Ala Moana Hotel also is offering substantial savings to kamaaina. Rates for Hawaii residents range from $149 to $159 per night, and packages include many other upgrades. One of the packages even offers a $50 shopping gift card for neighboring Ala Moana Center. A valid Hawaii ID is needed at check-in and all rates are subject to availability.

Ohana Hotels and Resorts is offering several kamaaina specials through Dec. 21 on a space-available basis. Rates range from $89 to $119 per night, and some even offer parking and breakfast. Outrigger, the company's more prominent brand, also is courting the kamaaina market with special room rates ranging from $119 to $135 per night.

The newly opened boutique Wyland Waikiki hotel is offering $149 rates to kamaaina as well as a coffee and breakfast pastry.

Following a successful debut last year, the Hilton Hawaiian Village Beach Resort & Spa is once again encouraging kamaaina to join the fight against breast cancer and support Susan G. Komen for the Cure.

"We also like to support kamaaina causes," Phan said. "It's our way of giving back to the community."

The Hilton Hawaiian Village Travel Pink kamaaina package, which runs from Sept. 1 to Dec. 20, begins at $178 per night. The package comes with an exclusive black sports bag filled with health and wellness values. In addition to the room package, Hilton's three property-owned restaurants, Bali by the Sea, the Golden Dragon, and the Village Steak and Seafood Restaurant, offer fixed-price menus throughout the month of October to coincide with the hotel's Travel Pink promotion. Diners who enjoy the special menus also will receive the sports-bag amenity.