How to Become a Hawaii Destination Specialist

It’s been awhile since my last 101 series post on How to Become a Travel Agent. So I thought I would create a more recent post based on becoming a Hawaii Destination Specialist. My 101 series is designed to help prospective agents grow their business and increase their credibility. One of my recommendations for travel agents is to gain as much knowledge as you can about a destination. Whether that entails booking a flight and traveling to that destination or resort, or simply completing the online modules. With 190+ countries in the world, it’s not feasible for agents to know everything about every place. What you want to focus your attention on is the specific destinations that you SELL!

My most popular destinations are Mexico, the Caribbean, Western Europe, southeast Asia, South America, the Middle East, north and east Africa, and of course Hawaii. So every year, I spend my time and money visiting locations. That way I can learn as much as I can about them. If I can’t visit, I’ll take their respective training modules. Before having the opportunity to visit the Hawaiian Islands in the flesh, I was completing the educational courses set up by the Hawaii Tourism Authority (https://agents.gohawaii.com/). As an IATA-accredited agent, you will be able to register with them and begin your training. In order to become a Hawaii Destination Specialist, you need to pass two certifications:

• An Introduction to Hawaii – Certification 1
• Selling the Hawaiian Islands – Certification 2

Certification 1: An Introduction to Hawaii

For your first certification, you’ll be going through 6 different chapters that will give you a very good introduction to the state. Just spend some time on the weekend going through it all as it is very time consuming and will need your full, undivided attention. After a quick overview, you’ll go through specific sections. By the end of the first certification, you’ll be a pro on the Hawaiian Islands. From learning about the vibrant mid-Pacific hub that is O’ahu to learning about Maui’s sophisticated, down-home appeal. You will learn about two islands you hadn’t heard of before: Lanai and Molokai.

You’ll learn about why selling the destination is a win-win for both you and your client. Hawaii is at the top of many clients’ wishlists and has a 98% customer satisfaction (based on surveys). You can feel good about selling this destination to your client. The high customer satisfaction allows for repeat potential for years to come. Visitors are greeted with aloha, a “genuine sense of inclusiveness and kindness that is at the heart and soul of Hawaiian culture.” Before taking the course, I just thought aloha meant “hello.”

Fun fact: The ‘Iolani Palace‘ is one of the three royal palaces in the U.S. All of which are located in Hawaii.

The Hawaiian Islands are 6 destinations wrapped into 1 pretty package:

1. Kauai
2. Oahu
3. Maui
4. Island of Hawaii
5. Molokai
6. Lanai

Today’s clients are seeking “experiential travel” and are looking for intimate, authentic experiences. Which is exactly what they’ll find in Hawaii!

A Cultural Introduction

As you become a Hawaii Destination Specialist, you’ll learn about the language. There are actually many apostrophes in their words, but for the sake of not having to go back up I’ll omit them in this post. One of the words is Ho’okipa – the practice of greeting and welcoming strangers. Deeply embedded greeting in the Native Hawaiian behavioral system. You’ll find an audio language dictionary under the Education section of the website (linked above). A great tool to help test your knowledge!

There are different views about the creation of the islands. Some believe Pele (goddess of fire) and Namaka (goddess of the sea) had a fight and it was their passionate fight that cretaed the islands. Science, however, shows us that the islands were created millions of years ago through tectonic plate movement and volcanic activity. I don’t know… the first theory sounds more fun!

Fun fact: Every June 11th, Hawaiians celebrate Kamehameha Day on the Island of Hawaii. You’ll learn more about him during your training. You’ll also learn how Hawaii went from monarchy to U.S. statehood.

Geography, Transportation & Climate

The Hawaiian Islands make up the longest island chain in the world. There are 132 islands, 8 major islands and 6 of which are open to tourism.

Kauai, “garden isle” has very lush terrain. Oahu, “the gathering place,” offers dramatic volcanic topography including the iconic landmark of Diamond Head. Maui, the “valley isle,” offers rich agricultural fields and charming upcountry towns. Home to 81 beaches! Molokai, “the friendly isle,” boasts NO traffic lights and the world’s highest sea cliffs. Lanai, the “secluded island” houses just 3,100 residents. Perfect for those seeking an upscale and tranquil resort experience. The largest island, Island of Hawaii, known as “the big island.”  More than twice the size of all the other islands combined.

Accommodations

Waikiki has the largest concentration of accommodations and is home to the historic and iconic Moana Surfrider, A Westin Resort.

Throughout Hawaii, the accommodation options are:

• Budget properties
• Condominiums
• Mid-market
• Upscale hotels
• Bed & Breakfasts
• Private homes and villas

As a Hawaii Destination Specialist, you will learn about the pros and cons to each option. As a travel agent, you’ll need to assess which accommodation style is right for your client. I stayed in condominium-style accommodations, and toured luxury resorts like the Four Seasons in Maui (shown below).

Activities, Events, Food & More

Paying special attention to the different signature attractions each island offers is key. In Kauai, they’re known for Waimea Canyon, the Grand Canyon of the Pacific, and the Napali Coast. With 80% of the island innaccessible by car, exploration by air is a great alternative. In Oahu, popular attractions include Pearl Harbor, Polynesian Cultural Center, Diamond Head, Waikiki Beach and Iolani Palace. In Maui, popular tours include Molokini snorkeling, Haleakala National Park, and the famous road to Hana. Clients can potentially whale watch! Maui’s off the beaten path options include upcountry Maui (where you’ll find Surfing Goat Dairy Farm and the Ali’i Kula Lavender Farm).

Pro tip: I really recommend visiting the lavender farm for a lunch picnic. It’s a great price, delicious food and you can’t beat the views!

In Molokai, signature attractions include Kalaupapa National Historic Park and Halawa Valley. Molokai wouldn’t be the right fit for a client looking for TONS of tourist attractions. Same for Lanai. Great for relaxation and getting to know the aloha spirit a little closer. In Lanai, you’ll find signature attractions like Hulopoe Bay and Keahiakawelo (Garden of the Gods).

On the Island of Hawaii, their top attractions include Volcanoes National Park, Hawaii Tropical Botanical Garden, Kahua Ranch and stargazing at Mauna Kea.

Hawaii Regional Cuisine (HRC) began in the early 1990s with a group of chefs who wanted to promote and name what they were practicing in their restaurants.

The food in Hawaii focuses on a local, farm to table approach. Focus is on Aloha ‘Aina – respect for the land. Clients can enjoy eating at a farmer’s market, or enjoy a traditional lunch plate (shown above). My lunch plate consisted of Lau Lau, rice and lomi salmon. It cost $7.25. Delicious!

Certification 2: Selling the Hawaiian Islands

Selling the Hawaiian Islands does come with some set backs. For starters, it’s not a cheap destination. For what you pay on a trip to Hawaii, you could instead stay at an all inclusive resort in Mexico and live like a King/Queen. Longer flight from the U.S. east coast too. So there are certainly a few hurdles an agent must overcome to successfully sell Hawaii.

After becoming a Hawaii Destination Specialist, you will quickly learn how to sell these islands and how to match your client with the best trip possible!

The Hawaii Customer

In order to sell Hawaii, you must first know the type of clientele this destination attracts. What are the Hawaiian Islands’ clients looking for?

• Active engagement
• Cultural activities
• Relaxation
• Romance

It’s also perfect for the “bucket list traveler” who wants to cross many experiences off their list. For those seeking the “only in Hawaii” experiences. Perfect for both families and couples alike! It offers a beautiful backdrop for destination weddings, vow renewal ceremonies, anniversaries, and warm getaways. It’s an excellent LGBT destination that recognizes same-sex marriage! With over 80 golf courses found between the 6 major islands, it’s a golfers paradise. The proclaimed “world’s most challenging course” is actually located on Oahu’s Ko’olau Golf Club.

The Hawaii customer is usually pretty physically active and enjoys outdoor activities. They may be health-conscious as there are plenty of world-class spas, yoga retreats, and wellness programs in Hawaii.

Arts & Culture

Diving deeper into the arts and culture, the Bishop Museum in Oahu offers a museum full of art. First Fridays at art galleries offer clients a fun night of art and wine. Art Centers are spread around like the Hui No’eau Visual Arts Center. Performing Arts take the center stage, especially dancers at luaus.

Romance & Destination Weddings

Training covers selling Hawaii for romance and to wedding brides/grooms. When your client books their destination wedding in Hawaii, they are getting a 2 for 1 deal as they can fly to another island and celebrate their honeymoon. All in one trip!

How to Market Yourself for Weddings:

• Work with suppliers
• Use visuals
• Attend bridal shows
• Use testimonials from past wedding clients
• Suggest a destination wedding
• Suggest an anniversary celebration
• Get involved locally
• Become a Hawaii Destination Specialist
• Post your Credentials

Cross-Selling & Upselling the Islands

Cross-selling is the practice of combining some products or experiences and expanding a customer’s original plan by suggesting extras. Upselling is suggesting a product that might be more expensive than what the client had in mind (whether it’s a room upgrade to oceanview or a luxury rental car instead of intermediate). Use your expertise and make proper recommendations to benefit your client!

Incentive Travel

Most programs include a stay of at least 4 nights at a top resort hotel, team building, golf and spa options, gala dinners and customized events.

After you become a Hawaii Destination Specialist, here are the benefits you’ll receive:

• Valuable consumer referrals
• Access to specialist-only webinars
• Use of the Hawaii Destination Specialist Badge
• Continuing Education Credits from the Travel Institute
• One-Year Subscription to HAWAII Magazine
• Opportunity to be considered for an in-destination Master Specialist Program
• Access to Imi Loa (a self-guided FAM organizer) offering travel agent discounts on accommodations, transportation, and activities – Available to agents that have completed all six online certifications.

So get to working on those training modules! And sell, sell SELL! Once you are in a position to travel to Hawaii, I highly recommend booking yourself a stay at a few different islands so you can get an idea which island is best for which client. Have any questions about Hawaii? Shoot me an email: cassandra@accent-on-travel.net.