This report has been cataloged as follows:

Hawaii. Dept. of Business, Economic Development and Tourism.  Research and Economic Analysis Division. Tourism Research Branch.

Visitor satisfaction and activity report. Honolulu: 2001-

Annual.

Tourism-Public opinion-Hawaii.

G155.H3.V753.2004

1. INTRODUCTION

2. OVERVIEW

3. SATISFACTION AND RATING

4. EXPERIENCE AND WILLINGNESS TO RECOMMEND, REVISIT

Satisfaction by Island Likelihood to Recommend Likelihood to Revisit Hawaii

5. ACTIVITY PARTICIPATION

Shopping Sightseeing Recreation Cultural Entertainment Transportation

6. TRIP PLANNING

Trip Planning and Booking Timetable Island Visitation Decision Timetable Internet Use

7. SAFETY ISSUES AND OTHER NUISANCE

8. VISITOR PROFILE

Primary Purpose of Trip Secondary Purpose of Trip Travel Companions Income Level Other Visitor Characteristics

9. DEFINITION & SURVEY METHODOLOGY

LIST OF TABLES

Satisfaction and Rating Page

Table 3.1 Overall Satisfaction by Major Category – U.S. Total 19 Table 3.2 Overall Satisfaction by Major Category – U.S. West 19 Table 3.3 Overall Satisfaction by Major Category – U.S. East 19 Table 3.4 Overall Satisfaction by Major Category – Japan 20 Table 3.5 Overall Satisfaction by Major Category – Canada 20 Table 3.6 Overall Satisfaction by Major Category – Europe 20 Table 3.7 Overall Satisfaction by Major Category and Lifestage – U.S. Total 21 Table 3.8 Overall Satisfaction by Major Category and Lifestage – U.S. West 22 Table 3.9 Overall Satisfaction by Major Category and Lifestage – U.S. East 23 Table 3.10 Overall Satisfaction by Major Category and Lifestage – Japan 24 Table 3.11 Overall Satisfaction by Major Category and Lifestage – Canada 25 Table 3.12 Overall Satisfaction by Major Category and Lifestage – Europe 26 Table 3.13 Detailed Satisfaction Ratings by Category – U.S. Total 27 Table 3.14 Detailed Satisfaction Ratings by Category – U.S. West 28 Table 3.15 Detailed Satisfaction Ratings by Category – U.S. East 29 Table 3.16 Detailed Satisfaction Ratings by Category – Japan 30 Table 3.17 Detailed Satisfaction Ratings by Category –Canada 31 Table 3.18 Detailed Satisfaction Ratings by Category –Europe 32

Experience and Willingness to Recommend, Revisit Page

Table 4.1 Overall Island Experience by MMA 37 Table 4.2 Overall Rating of Most Recent Vacation to Hawaii by MMA 38 Table 4.3 Expectations of Hawaiian Vacation by MMA 38 Table 4.4 Likelihood to Recommend Hawaii as a Vacation Place by MMA 38 Table 4.5 Likelihood to Recommend Hawaii by Lifestage – U.S. Total 39 Table 4.6 Likelihood to Recommend Hawaii by Lifestage – U.S. West 39 Table 4.7 Likelihood to Recommend Hawaii by Lifestage – U.S. East 39 Table 4.8 Likelihood to Recommend Hawaii by Lifestage – Japan 40 Table 4.9 Likelihood to Recommend Hawaii by Lifestage – Canada 40 Table 4.10 Likelihood to Recommend Hawaii by Lifestage – Europe 40 Table 4.11 Likelihood to Revisit Hawaii in the Next 5 Years by MMA 41 Table 4.12 Reasons for Not Revisiting Hawaii by MMA 41 Table 4.13 Likelihood to Revisit Hawaii in the Next 5 Years by Lifestage – U.S. Total 42 Table 4.14 Likelihood to Revisit Hawaii in the Next 5 Years by Lifestage – U.S. West 42 Table 4.15 Likelihood to Revisit Hawaii in the Next 5 Years by Lifestage – U.S. East 42 Table 4.16 Likelihood to Revisit Hawaii in the Next 5 Years by Lifestage – Japan 43 Table 4.17 Likelihood to Revisit Hawaii in the Next 5 Years by Lifestage – Canada 43 Table 4.18 Likelihood to Revisit Hawaii in the Next 5 Years by Lifestage – Europe 43

Activity Participation Page

Table 5.1 Activity Participation by Island – U.S. Total 53 Table 5.2 Activity Participation by Island – U.S. West  54 Table 5.3 Activity Participation by Island – U.S. East  55 Table 5.4 Activity Participation by Island – Japan 56 Table 5.5 Activity Participation by Island – Canada 57 Table 5.6 Activity Participation by Island – Europe 58 Table 5.7 Activity Participation by Lifestage – U.S. Total  59 Table 5.8 Activity Participation by Lifestage – U.S. West 60 Table 5.9 Activity Participation by Lifestage – U.S. East 61 Table 5.10 Activity Participation by Lifestage – Japan 62 Table 5.11 Activity Participation by Lifestage – Canada 63 Table 5.12 Activity Participation by Lifestage – Europe 64

Trip Planning Page

Table 6.1 Trip Planning & Booking Timetable – U.S. Total 69 Table 6.2 Trip Planning & Booking Timetable – U.S. West 69 Table 6.3 Trip Planning & Booking Timetable – U.S. East 69 Table 6.4 Trip Planning & Booking Timetable – Japan 70 Table 6.5 Trip Planning & Booking Timetable – Canada 70 Table 6.6 Trip Planning & Booking Timetable – Europe 70 Table 6.7 Island Visitation Decision Timetable by MMA 71 Table 6.8 Sources of Information Used for Trip Planning by MMA 71 Table 6.9 Internet Usage for Trip Planning by MMA 72 Table 6.10 Internet Users by MMA 72 Table 6.11 Usage of Travel Agent by MMA 72

Safety Issues and Other Nuisance Page

Table 7.1 Safety Issues and Other Nuisance by MMA 76 Table 7.2 Safety Issues and Other Nuisance by Lifestage – U.S. Total 76 Table 7.3 Safety Issues and Other Nuisance by Lifestage – U.S. West 77 Table 7.4 Safety Issues and Other Nuisance by Lifestage – U.S. East 77 Table 7.5 Safety Issues and Other Nuisance by Lifestage – Japan 77 Table 7.6 Safety Issues and Other Nuisance by Lifestage – Canada 78 Table 7.7 Safety Issues and Other Nuisance by Lifestage – Europe 78

Visitor Profile Page

Table 8.1 Visitors by Lifestyle / Lifestage by MMA 84 Table 8.2 Visitors by Income Level and by Island – U.S. Total  84 Table 8.3 Visitors by Income Level and by Island – U.S. West 84 Table 8.4 Visitors by Income Level and by Island – U.S. East 85 Table 8.5 Visitors by Income Level and by Island – Japan 85 Table 8.6 Visitors by Income Level and by Island – Canada 85

Visitor Profile (Continued) Page

Table 8.7 Visitors by Income Level and by Island – Europe 86 Table 8.8 Visitor by Companion Type by MMA 86 Table 8.9 Visitor Travel History by MMA 86 Table 8.10 Visitor Relationship with Hawaii by MMA 87 Table 8.11 Visitor Education Level by MMA 87 Table 8.12 Visitor Employment Status by MMA 87 Table 8.13 Visitor Primary Purpose of Trip  88 Table 8.14 Visitor Primary Purpose of Trip by Lifestage – U.S. Total  88 Table 8.15 Visitor Primary Purpose of Trip by Lifestage – U.S. West 88 Table 8.16 Visitor Primary Purpose of Trip by Lifestage – U.S. East 89 Table 8.17 Primary Purpose of Trip by Lifestage – Japan 89 Table 8.18 Primary Purpose of Trip by Lifestage – Canada 89 Table 8.19 Primary Purpose of Trip by Lifestage – Europe 90 Table 8.20 Visitors Secondary Purpose of Trip  90 Table 8.21 Visitors Secondary Purpose of Trip by Lifestage – U.S. Total  90 Table 8.22 Visitors Secondary Purpose of Trip by Lifestage – U.S. West 91 Table 8.23 Visitors Secondary Purpose of Trip by Lifestage – U.S. East 91 Table 8.24 Visitors Secondary Purpose of Trip by Lifestage – Japan 91 Table 8.25 Visitors Secondary Purpose of Trip by Lifestage – Canada 92 Table 8.26 Visitors Secondary Purpose of Trip by Lifestage – Europe 92

LIST OF FIGURES

Figure 1 Overall Satisfaction Trends – U.S. and Japanese Visitors 4 Figure 2 Likelihood of Visiting Hawaii in the Next Five Years – U.S. & Japanese Visitors 5 Figure 3 Likelihood of Visiting Hawaii in the Next Five Years – Canadian & European Visitors 6 Figure 4 Reasons for Not Revisiting Hawaii – U.S. Visitors 6 Figure 5 Reasons for Not Revisiting Hawaii – Japanese Visitors 6 Figure 6 Reasons for Not Revisiting Hawaii – Canadian Visitors 7 Figure 7 Reasons for Not Revisiting Hawaii – European Visitors 7 Figure 8 Percentage of Excellent Satisfaction Ratings by Island – U.S. Visitors 8 Figure 9 Percentage of Excellent Satisfaction Ratings by Island – Japanese Visitors 8 Figure 10 Percentage of Excellent Satisfaction Ratings by Island – Canadian Visitors 9 Figure 11 Percentage of Excellent Satisfaction Ratings by Island – European Visitors 9 Figure 12 Activity Participation – U.S. and Japanese Visitors 10 Figure 13 Activity Participation – Canadian and European Visitors 10 Figure 14 Timeframe in Deciding to Take Vacation, Pleasure Trips Before Departure

– U.S. Visitors 11 Figure 15 Timeframe in Deciding to Take Vacation, Pleasure Trips Before Departure

– Japanese Visitors 11 Figure 16 Timeframe in Deciding to Take Vacation, Pleasure Trips Before Departure

– Canadian Visitors 11 Figure 17 Timeframe in Deciding to Take Vacation, Pleasure Trips Before Departure

– European Visitors 12

Figure 18 Timeframe in Deciding to Visit Hawaii Before Departure – U.S. Visitors 12 Figure 19 Timeframe in Deciding to Visit Hawaii Before Departure – Japanese Visitors 12 Figure 20 Timeframe in Deciding to Visit Hawaii Before Departure – Canadian Visitors 13 Figure 21 Timeframe in Deciding to Visit Hawaii Before Departure – European Visitors 13 Figure 22 Timeframe in Purchasing Tickets Before Departure – U.S. Visitors 14 Figure 23 Timeframe in Purchasing Tickets Before Departure – Japanese Visitors 14 Figure 24 Timeframe in Purchasing Tickets Before Departure – Canadian Visitors 15 Figure 25 Timeframe in Purchasing Tickets Before Departure – European Visitors 15 Figure 26 Percentage of Visitors Who Encountered Safety Issues – U.S. Visitors 74 Figure 27 Percentage of Visitors Who Encountered Safety Issues – Japanese Visitors 74 Figure 28 Percentage of Visitors Who Encountered Safety Issues – Canadian Visitors 75 Figure 29 Percentage of Visitors Who Encountered Safety Issues – European Visitors 75

ABOUT THIS REPORT

For further information about obtaining copies of the report, contact the DBEDT Research
and Economic Analysis Division at (808) 586-2466.

 

1. INTRODUCTION

The final objective is to provide detailed demographic information on visitors who responded to
the study. Information is provided on the average visitor’s income level, employment status and
education level.  Furthermore, visitors are classified in lifestyle or life-stage segments as well
as first-time or repeat visitors to highlight the different types of travelers to the islands.
Information on their purpose of trip and their travel companions helps to complete the
picture of the Hawaii visitors.

 

2. OVERVIEW

Figure 1: Overall Satisfaction Trends (% of Visitors)

 

Likelihood to Recommend, Revisit:

Nearly 36 percent of the European visitors surveyed in 2004 said that they will “very likely”
return to the islands in the next five years. This is not statistically significant from the 37.6
percent in 2003. Of those who would not likely come back, 58.1 percent responded that
they “want to go someplace new” while 54.4 percent said that the “flight was too long”. 

Satisfaction Rating by Island:

The majority of the European respondents who went to Kauai, Maui, the Big Island, Oahu
and/or Lanai in 2004 gave the island they visited “excellent” marks. 

Participation in Activities:

Similar to all respondents in 2003, shopping and sightseeing while in Hawaii continue to be the
top two activities of those surveyed in 2004.  Recreation was the third most popular activities
for U.S., Canadian and European respondents while entertainment was third with respondents
from Japan. Cultural activities were more popular with U.S., Canadian and European
respondents compared with their Japanese counterparts (TABLES 5.1 TO 5.6).

Trip Planning and Booking Timetable:

Close to 88 percent of the Japanese respondents purchased their tickets within three months or less before their trip, compared to 89.6 percent in 2003.  In contrast, 56.7 percent of the

Similar to the U.S. respondents, 55.9 percent of the Canadian and 44.2 percent of the European
respondents in 2004 purchased their tickets three months or less before their trip to the islands.

 

3. SATISFACTION AND RATING

More repeat visitors from Europe were “very satisfied” with Hawaii’s golf courses and airports
than first time visitors (TABLE 3.12).

 

4. EXPERIENCE AND WILLINGNESS TO RECOMMEND, REVISIT

 

5. ACTIVITY PARTICIPATION

  West (94.5%) and U.S. East (94.3%) respondents (TABLES 5.2 TO 5.12).

U.S. Visitors:

The four most popular shopping places for U.S. West and U.S. East visitors were supermarkets, convenience stores, hotel stores and department stores.  Nearly 50 to 67 percent of U.S. West and U.S. East visitors shopped in these four places during their stay in the islands. Supermarket shopping by U.S. West and U.S. East visitors was higher on the Neighbor Islands than on Oahu. Generally shopping activities by U.S. West, U.S. East visitors were more distributed across Oahu, Maui, Kauai and the Big Island.      Over 94 percent of the family, young, wedding, honeymoon, seniors and middle age visitors from the U.S. West participated in shopping activities.  A higher percentage of young U.S. West visitors shopped in convenience store, department store and swap meet, flea markets while more wedding, honeymoon visitors shopped in supermarkets, hotel stores and discount, outlet stores. Overall, more wedding, honeymoon and younger U.S. East visitors participated in shopping compared to other visitors from this market.  Designer boutiques and hotel stores were more popular with wedding, honeymoon U.S. East respondents, while young visitors shopped more in convenience stores and swap meet, flea markets.  Department stores, supermarkets and discount, outlet stores are more popular with families

Japanese Visitors In contrast to their U.S., Canadian and European counterparts, most Japanese visitors favored shopping in duty free stores (83.5%).  Convenience stores (79.8%), designer boutiques (61.7%) and department stores (52.5%) were the next most popular choices.  The majority of the Japanese respondents concentrated their shopping on Oahu. The most active shoppers among the Japanese respondents were wedding, honeymoon, families and young visitors with participation rates of nearly 99 percent.  A higher percentage of wedding, honeymoon visitors shopped in duty free stores, designer boutiques and department stores compared to other Japanese visitors surveyed.  More young Japanese visitors shopped in convenience stores while more families shopped in hotel stores. Supermarkets and discount, outlet stores are similarly popular among families and younger Japanese respondents.

Canadian Visitors Close to 79 percent of U.S. West and U.S. East visitors went on self-guided tours, which were popular across all life stages and age groups and similarly distributed across Oahu, Kauai, Maui and the Big Island. Families were more active in shopping than other groups from this visitor market.  More Canadian families shopped in supermarkets, convenience stores and department stores, designer boutique and discount, outlet stores while a higher percentage of young visitors shopped in convenience stores and swap meet, flea markets.

European Visitors More European visitors shopped in department stores and supermarkets. Shopping activities by European visitors were also more distributed across Oahu, Maui, Kauai and the Big Island compared to Japanese visitors. A higher percentage of younger European visitors surveyed shopped in department stores and supermarkets.

Sightseeing:

Japanese Visitors:

• In contrast to other visitors surveyed, just over 55 percent of the Japanese respondents
  went on self-guided tours but mainly on Oahu. Self-guided tours were more popular
  with young visitors but were also heavily participated by wedding, honeymoon, families,
  middle age and senior Japanese visitors surveyed.
• Tour bus excursions were the second most popular sightseeing activities among Japanese
  respondents. A higher percentage of senior visitors went on tour bus excursions
  compared to Japanese visitors in other lifestage and age groups. Tour bus excursions
  were more popular among Japanese visitors on the neighbor islands compared to those
  who went to Oahu.
• More Japanese respondents went on boat tours, submarine, whale watching tours while
  on Maui and Oahu than on Kauai and the Big Island. A higher percentage of Japanese
  wedding, honeymoon visitors participated in this activity than other Japanese visitor
  groups.
• More Japanese visitors went on private limousine, van tours compared to their U.S.
  counterparts. A higher percentage of Japanese wedding, honeymoon visitors took
  private limousine, van tours compared to all visitors from U.S and Canada.

Canadian Visitors:

• Similar to U.S. respondents a large number of Canadian (81.6%) visitors went on selfguided
  tours which were popular across all islands among all lifestyle and age groups.
• Ranked second in popularity among Canadians was boat tours, submarine, whale
  watching which was most popular among families and wedding, honeymoon visitors.
  Tour bus excursions ranked third and had the most participation from
  wedding, honeymoon visitors.

European Visitors:

• Close to 70 percent of European visitors also went on self-guided tours.
• Tour bus excursions were the second most popular sightseeing activity. More seniors
  went sightseeing on tour bus than any other groups. A higher percentage of Canadian
  wedding, honeymoon visitors took boat tours, submarine, whale watching tours.

Recreation:
About 90 percent of the visitors surveyed from the U.S. West, U.S. East, Canada and
Europe and 82 percent of Japanese respondents participated in some type of recreational
activity while in the islands.

Swimming, sunbathing, beach was the most popular recreation activity among visitors from
the five major markets. Families, young and wedding, honeymoon visitors from all markets
showed the highest participation rate in this activity. Snorkeling, scuba diving was the second
most popular recreation activity among visitors from all markets.
Ranked third and fourth in popularity by U.S. and Canadian visitors were
backpacking, hiking, camping and running, jogging, fitness walking respectively. In
contrast, Japanese surveyed in 2004 preferred more water activities with jet
skiing, parasailing, windsurfing and surfing, body boarding ranking third and fourth,
respectively (TABLES 5.2 TO 5.12).

U.S. Visitors:

• Most of the U.S. West and U.S. East respondents went swimming, sunbathing, beach on
  each of the islands they visited.
• Participation in snorkeling, scuba diving activities by visitors from the U.S. West and
  U.S. East markets was generally higher on the neighbor islands than on Oahu.
• More U.S. West and U.S. East visitors included running, jogging, fitness-walking and
  backpacking, hiking, camping in their vacation than the Japanese respondents.
• A higher percentage of wedding, honeymoon U.S. West respondents went
  backpacking, hiking, camping and snorkeling, scuba diving. More families went
  swimming, sunbathing, beach, surfing, body boarding and running, jogging, fitness
  walking.
• Similar to U.S. West visitors, U.S. East families were the most active participants in
  swimming, sunbathing, beach, surfing, body boarding and running, jogging, fitness
  walking while backpacking, hiking, camping were more popular with younger visitors.
• More U.S. West, U.S. East and Canadian visitors surveyed went golfing in the islands
  compared to their Japanese and European counterparts.

Japanese Visitors:

• In contrast to visitors from the other markets, fewer Japanese participated in
  swimming, sunbathing, beach and Japanese respondents did much of this activity on
  Oahu.
• Only 18.7 percent of the Japanese respondents went snorkeling, scuba diving, mainly on
  Maui and Oahu.
• More Japanese visitors went running, jogging, fitness walking on Oahu than on the Big
  Island, Maui, and Kauai.

Canadian Visitors:

• Similar to U.S. visitors, the majority of Canadian respondents went
  swimming, sunbathing, beach on each of the islands they visited.
• More families from Canada went surfing, body boarding and running, jogging, fitness
  walking compared to other Canadian respondents. Honeymoon, wedding visitors
  participated more in swimming, sunbathing, beach, snorkeling, scuba diving and
  gym, health spa. More seniors and families went golfing while more young Canadian
  visitors went backpacking, hiking, camping.

European Visitors:

• European respondents also went swimming, sunbathing, beach on each of the islands
  they visited.
• A higher percentage of younger European visitors went surfing, body boarding, back
  packing, hiking, camping and running, jogging, fitness walking while more families
  participated in snorkeling, scuba diving and golf.

Cultural:

On a statewide basis, close to 80 percent of the U.S. West, U.S. East, Canadian and
European respondents participated in or attended cultural activities compared to 55.3
percent of their Japanese counterparts.

The most popular cultural activity among the respondents from these visitor markets was to
visit historical sites in the islands. Attending Polynesian shows, luaus, was the second most
popular activity followed by visiting museums, art galleries. Compared to other visitor
markets, more Japanese visitors went to cultural festivals compared to art, craft fairs.

Survey results also indicated that U.S., Canadian and European respondents generally visited
one or more cultural attractions across all islands. In contrast, the majority of the Japanese
respondents who participated in cultural activities did so mainly on Oahu (TABLES 5.2 TO
5.12).

U.S. Visitors:

• More wedding, honeymoon respondents from the U.S. West visited historical sites,
  Polynesian shows, luau and festivals while more seniors went to museums, art galleries
  and art, craft fairs.
• A higher percentage of U.S. East seniors visited historic sites and museums, art galleries
  than any other visitors from this market. Polynesian shows, luau were more popular with
  wedding, honeymoon visitors while more middle age visitors went to art, craft fairs and
  festivals.

Japanese Visitors:

• A higher percentage of Japanese seniors visited historic sites, museums, art galleries and
  attended Polynesian shows, luau than any other Japanese visitors surveyed. Festivals
  were similarly popular with seniors, middle age and wedding, honeymoon visitors.

Canadian Visitors:

• More Canadian families visited historic sites, museums, art galleries and art, craft fairs
  while a higher percentage of wedding, honeymoon attended Polynesian show, luau.

European Visitors:

• More middle age European survey respondents visited Hawaii’s historical sites and
  museums, art galleries while more wedding, honeymoon visitors went to Polynesian
  shows, luaus.

Entertainment:

While the majority of the respondents from all visitor markets engaged in some form of
entertainment activities during their stay, the percentage was higher among the Japanese
respondents (88.6%) versus those from the U.S. West , U.S. East, Canadian and European
at close to 82 percent. Fine dining was the most popular activity followed by
lunch, sunset, dinner evening cruise, lounge acts, stage shows and
nightclub, dancing, bar, karaoke. Japanese, Canadians and European visitors participated in
these activities mainly on Oahu while participation in entertainment activities by U.S. visitors
was higher on Maui than on Oahu (TABLES 5.2 TO 5.12).

U.S. Visitors:

• More wedding, honeymoon visitors from the U.S. West and U.S. East went to fine
  dining restaurants, sailed on lunch, sunset, dinner, evening cruises and saw lounge
  acts, stage shows than other visitor groups while a higher percentage of younger visitors
  from these two markets went to nightclubs, dancing, bar, karaoke.

Japanese Visitors:

• More senior respondents saw lounge acts, stage shows while a higher percentage of
  young Japanese visitors went to fine dining restaurants and
  nightclubs, dancing, bars, karaoke. Nearly 64 percent of the wedding, honeymoon
  visitors sailed on lunch, sunset, dinner, evening cruises.

Canadian Visitors:

• Similar to U.S. respondents, more wedding, honeymoon visitors from Canada went to
  fine dining restaurants and sailed on lunch, sunset, dinner, evening cruises while a higher
  percentage of younger visitors went to nightclubs, dancing, bar, karaoke. Lounge
  acts, stage shows were equally popular among wedding, honeymoon and families.

European Visitors:

• A higher percentage of young European respondents went to
  nightclubs, dancing, bars, karaoke and sailed on lunch, sunset, dinner, evening cruises
  while more European wedding, honeymoon visitors saw lounge acts, stage shows and
  went to fine dining restaurants.

Transportation:

Close to 90 percent of the respondents from the U.S. West, U.S. East, Japan, Canada and
Europe surveyed in 2004 indicated that they used some form of transportation during their
stay. However, the mode of transportation differed especially between U.S. and Japanese
visitors and by island.

On a Statewide basis, a rental car was the top choice with over half of the U.S. West, U.S.
East, Canadian and European visitors. The popularity of rental cars was even greater among
these visitors on the Neighbor Islands and was consistent with their participation in selfguided
tours. The second and third most popular means of transportation for U.S.,
Canadians and European visitors were taxis, limousines and public buses.

In contrast, the 63.9 percent of the Japanese respondents toured the islands by trolleys
followed by taxis or limousines and public buses. Only 15.7 percent of the respondents used
rental cars. More Japanese visitors used rental cars while on Maui than on any of the other
islands (TABLES 5.2 TO 5.12).

U.S. Visitors:

• Younger visitors from the U.S. West reported higher usage of taxi, limousine and public
  buses than other U.S. West respondents, while rental cars were more popular with
  wedding, honeymoon visitors. Public buses were equally popular with young and senior
  visitors from the U.S. East. A higher percentage of seniors used trolleys while more
  wedding, honeymoon visitors rented cars.

Japanese Visitors:

• Trolleys (85%) were the most popular choices among Japanese wedding, honeymoon
  visitors while more families used taxis, limousines and rental cars. A higher percentage
  of middle age and senior visitors used public buses.

Canadian Visitors:

• Rental cars were more popular among Canadian families than other visitors from this
  market. Taxis, limousines were more utilized by middle aged Canadian respondents
  whiled public busses and trolleys were more utilized by wedding, honeymoon
  respondents.

European Visitors:

• Similar to Canadian respondents; families from Europe also used rental cars more than
  other European visitor groups. More wedding, honeymoon visitors used
  taxis, limousines while more seniors rode trolleys and public buses.

 

6. TRIP PLANNING

Similar to previous years, results from the 2004 survey continue to show a shorter planning and
booking window for Japanese respondents compared to visitors from the U.S. West, U.S. East,
Canada and Europe (TABLES 6.1 TO 6.6).

U.S. West Visitors:

The decision to take a vacation, pleasure trip and the choice of Hawaii
as the destination is made at about the same time as in 2003 for U.S. West visitors. Close to
41 percent of the U.S. West respondents made the decision to choose Hawaii as a vacation
destination seven months or more before their trip, 24.7 percent of the respondents took
from 1 to 3 months to decide while 9.8 percent took less than one month to decide to visit
the islands. Actual reservations and ticket purchases took place closer to the date of travel.
More than half of the U.S. West visitors made their airline and lodging reservations and
purchased their tickets within 3 months before their trips to Hawaii.

U.S. East Visitors:

Close to 51 percent of the respondents from the U.S. East took seven
months or more to make the decision to take a vacation, pleasure trip and to select Hawaii as
the destination, 17.8 percent of the visitors took from 1 to 3 months while 7.6 percent took
less than one months to decide on Hawaii. Over 46 percent made their airline reservations,
lodging reservations and purchased their tickets within three months before coming to
Hawaii.

Japanese Visitors:

In contrast to their U.S. counterparts, over half of the Japanese
respondents decided within 3 months or less to take vacation, pleasure trip and to come to
Hawaii. Over 84 percent made their airline, lodging and car reservations and purchased their
tickets and tour packages within three months prior to their trip. Many of the remaining
Japanese respondents took between 4 to 6 months to accomplish these tasks.

Canadian Visitors:

Similar to U.S. West respondents, about 42 percent of the Canadian
visitors surveyed took seven months or more to make the decision to take a
vacation, pleasure trip and to select Hawaii as the destination while 25.6 percent took from 1
to 3 months to decide on Hawaii. Over half of the Canadian respondents made their airline
reservations, lodging reservations, purchased their plane tickets and made car reservations
three months or less before their trip.

European Visitors:

Close to half of the European respondents took seven months or
more to make the decision to take a vacation, pleasure trip and to pick Hawaii as the
destination while 18.6 percent of the visitors took 1 to 3 months. About 40 percent of the
European respondents made their airline and lodging reservations and purchased their
tickets, while over 70 percent made car reservations and purchased tour packages within
three months before their departure date.

Island Visitation Decision Timetable:

Most of the survey respondents in 2004 have already made a decision regarding which
islands to visit before arriving in Hawaii. Oahu was the most visited island among the
respondents, followed closely by Maui. More visitors chose to visitor Molokai and Lanai
after arriving in the State compared with other islands (TABLE 6.7).

U.S. West Visitors:

The majority of the U.S. West (94.9%) respondents have decided to
visit the island of Oahu before their arrival to the State while only a small percentage (5.1%)
chose Oahu after they were in Hawaii. Just above 92 percent selected Maui, Kauai, and, or
the Big Island. Close to half chose Molokai and, or Lanai before coming to the state.

U.S. East Visitors:

Similarly, nearly 92 percent all of the U.S. East visitors surveyed
selected Oahu, Maui, Kauai and/or the Big Island prior to their actual visit. Over half of the
respondents who visited Molokai and 59.2 percent of those who visited Lanai decided to do
so after arriving in the islands.

Japanese Visitors:

In comparison to visitors from other markets, a higher percentage of
the Japanese respondents decided on Oahu (98.2%) before coming to the state, while close
to 90 percent decided on the Big Island and/or Maui before their arrivals. Compared to
their U.S. counterparts, a lower percentage of the Japanese visitors surveyed made up their
minds about visiting Kauai and Molokai but a greater number decided on Lanai prior to their
arrival.

Canadian Visitors:

Over 89 percent of the Canadian visitors surveyed chose to visit Oahu,
Maui , Kauai and the Big Island before arriving to the state.

European Visitors:

Just above 95 percent of Europeans decided to go to Oahu before
coming to the state. The majority decided to visit Kauai, Maui, the Big Island and/or Lanai
(70.3%) before their arrivals to Hawaii.

Internet Use:
The usage of the Internet as a trip-planning tool has climbed in popularity with U.S.,
Canadian and European visitors over the years. Internet usage for trip planning among
Japanese visitors is still lower compared to the other visitor groups (TABLES 6.8 TO 6.10).

U.S. West Visitors:

Close to 91 percent of the U.S. West visitors surveyed were Internet
users and 63.9 percent used the Internet to plan their recent trip. The most common
Internet searches by U.S. West respondents in trip planning were making airline reservations
(67.6%). Over 40 percent used the Internet to estimate costs, make rental car reservations,
find things to do, select hotels, make hotel reservations, find maps and directions and find
recreational activities.

U.S. East Visitors:

Similarly, about 91 percent of the U.S. East survey respondents used
the Internet and 67.5 percent used the Internet to plan their recent trip. Over half of the
visitors survey went on line to make airline reservations and find things to do while over 40
percent researched cost estimate, hotel selection and hotel and car reservations.

Japanese Visitors:

In contrast 66.3 percent of the Japanese visitors surveyed were Internet
users and only 45.8 percent used the Internet to plan their recent trip. The most popular
searches were for information on Hawaii hotels (62.9%) and searches on shopping places
(40.9%) while about 38 percent went on line to search for things to do, sightseeing places
and recreation activities.

Canadian Visitors:

Close to 88 percent of the Canadian visitors surveyed used the Internet
and 69.5 percent planned their recent trip using the Internet. Close to half searched the web
to find things to do, for information on hotel selection, to estimating costs and make airline
reservations (47.6%).

European Visitors:

Nearly 83 percent of the European respondents were Internet users
and 62.8 percent used the Internet to plan their recent trip. Similar to U.S. East and
Canadian respondents, the most popular searches by European visitors in their trip planning
were to find things to do (56.5%), followed by searches for hotel selections (51.6%) while
over 40 percent searched for cost estimates, maps and directions and sightseeing places.

7. SAFETY ISSUES AND OTHER NUISANCE

8. VISITORS PROFILE

U.S. Visitors: Over 65 percent of the U.S. West and U.S. East visitors surveyed in 2004 listed
vacation as the primary reason for coming to the islands. Other primary reasons for U.S.
respondents to visit Hawaii were to visit friends, relatives, to attend business meetings, conduct
business, to attend a convention, conference, seminar, to attend, participate weddings and to
honeymoon.

Japanese Visitors: Vacation was the primary reason for 69.3 percent of the Japanese
respondents to be in Hawaii. Close to 8 percent of Japanese respondents listed
attending, participating in weddings and to honeymoon while about 3 percent listed getting
married as other primary reasons for visiting Hawaii.

Canadian Visitors: Nearly 78 percent of the Canadian respondents indicated that vacation
was their main reason for coming to the islands. Close to 5 percent came to visit
friends, relatives while about 4 percent attended a convention, conference, seminar or got
married.

European Visitors: Vacation was also the primary reason for 73.5 percent of the European
respondents to be in Hawaii. Close to 5 percent visited friends, relatives, 3.9 percent attended
a convention, conference, seminar.

Secondary Purpose of Trips (TABLE 8.20):

U.S. Visitors: About 42.8 percent of U.S. West and 53.9 percent of U.S. East surveyed in 2004
listed vacation as their secondary purpose of trip. Other secondary reasons to come to Hawaii
were to visit friends, relatives (29.1% U.S. West, 18.4% U.S. East), to attend business
meetings, conduct business (8.1% U.S. West and 5.9% U.S. East).

Japanese Visitors: Vacation was also the main secondary purpose of trip among 42 percent of
the Japanese respondents. In addition, close to 10 percent visited friends, relatives,
honeymooned and/or attended, participated in weddings.

Canadian Visitors: Close to 50 percent of the Canadian respondents indicated that vacation
was their secondary purpose for coming to Hawaii while 23.6 percent visited friends, relatives.
Over 3 percent attended a business meeting, conduct business and/or attended
conventions, conferences, seminars.

European Visitors: Similarly, vacation was the secondary purpose of trip for 54.7 percent of
the European visitors surveyed. In addition, 18.7 percent visited friends, relatives and close to
3 percent came to honeymoon, attended, participated in a sporting event and/or attended
participated in a cultural event.

Travel Companions (TABLE 8.8):

U.S. Visitors: The majority of the U.S. West and U.S. East respondents in 2004 traveled to the
islands with their spouses (44.8% and 55.5%), with children (23.9% and 17.8%) and with other
family members (23.4% and 20.9%). Additionally, close to 22 percent of U.S. West and U.S.
East visitors came with friends, business associates while about 10 percent of U.S. West and
U.S. East visitors came alone.

Japanese Visitors: About 49 percent of the Japanese visitors surveyed came with their
spouses, 34 percent were with children, and 14.1 percent were with other family members.
Compared to their U.S. counterparts, a higher number of Japanese visitors surveyed traveled
with friends or business associates (24.8%) while fewer came by themselves.

Canadian Visitors: A larger percentage of the Canadian visitors surveyed came with their
spouses (51.9%) compared to respondents from the U.S. West, Japan and Europe. About 20
percent were with children, with other family members and/or with friends or business
associates.

European Visitors: Close to 48 percent of the European respondents traveled to Hawaii with
their spouses, while nearly 11 percent came with children, and/or with other family members.
Another 19 percent traveled with friends or associates. A higher percentage of European
visitors surveyed traveled with their girlfriends, boyfriends (12.6%) compared to respondents
from the other markets.

Income Level (TABLES 8.2 TO 8.7):

U.S. Visitors: Survey results for 2004 showed that 18.5 percent of U.S. West and 20.2 percent
of U.S. East respondents reported annual household income of less than $50,000. U.S. West
and U.S. East visitors with household income from $50,000 to $99,999 comprised the largest
groups of respondents at close to 37 percent. In addition, 22.7 percent of U.S. West and 18.9
percent of U.S. East visitors reported annual household income of $150,000 or more.

Japanese Visitors: About 38 percent of the visitors from Japan reported annual household
income of less than 5 million Japanese yen (equivalent to $46,095). Respondents with income
between 5 million and 10 million Japanese yen accounted for 37.7 percent of Japanese visitors
surveyed. About 7.8 percent of the respondents who visited Hawaii reported annual household
income of 15 million Japanese yen or more.

Canadian Visitors: About 28 percent of the Canadian visitors surveyed reported annual
household income of less than $50,000. Canadians with income between $50,000 to $99,999
comprised the largest group (37.2%) while 14.5 percent of the respondents reported annual
household income of $150,000 or more.

European Visitors: Nearly 36 percent of the European visitors surveyed reported annual
household income of $50,000 or less. Those with income between $50,000 to $99,999
accounted for 35 percent while 11.4 percent of the European respondents reported annual
household income of $150,000 or more.

Other Visitor Characteristics (TABLES 8.9 TO 8.12)

U.S. West Visitors: Over half of the U.S. West visitors who responded to the 2004 survey
were female and 44.6 percent were male. The average age was 48 years old. About 86.3
percent have vacationed more than 2000 miles from home in the past three years. The majority
(71%) of the respondents work, 18.1 percent have retired while less than 6 percent were
homemakers and/or students.

About 52 percent of the respondents have some college or college degrees, 28 percent have
post graduate degrees, and 6.6 percent were high school graduates.

Close to 47 percent of the respondents have friends or relatives in Hawaii, 11.3 percent have
lived in Hawaii before. Close to 9 percent own timeshare property in Hawaii while 4.2 percent
own other types of property in the islands.

U.S. East Visitors: Similar to U.S. West visitors, 56.1 percent of the U.S. East respondents
were female and 43.9 percent were male. The average age was 49 years old. The percentages of
working visitors, retirees, homemakers and students were also very similar to respondents from
the U.S. West.

About 48 percent have some college or college degrees, 29.4 percent have post graduate
degrees, and 10.2 percent were high school graduates.

The majority (81.5%) of the visitors have taken a long distance trip of more than 2,000 miles
from their homes in the past three years. About 7 percent of the respondents have previously
lived in Hawaii, 32.2 percent have friends or relatives here, while 4.4 percent own time-share
property in the islands.

Japanese Visitors: There were also more female than male Japanese visitors surveyed at 53.6
percent to 46.4 percent, respectively, but in contrast to U.S. visitors surveyed the average age
was slightly younger at 43 years old. Close to 60 percent of the respondents work for a living,
however there were more homemakers (20%) and fewer retirees (8%) compared to their U.S.
counterparts.

About 35.5 percent have some college or college degrees, 3.3 percent have post graduate
degrees and a larger percentage (34.6%) were high school graduates in contrast to their U.S.
counterparts.

Close to 66 percent of the respondents have taken a long distance trip of more than 2,000 miles
from their homes in the past three years. Fewer Japanese respondents have lived in Hawaii
before, own time share property in Hawaii or have friends or relatives in the islands compared
to U.S. visitors.

Canadian Visitors: There were also more female respondents (54%) than male respondents
(46%) among Canadian visitors surveyed. The average age was 47 years old. About 68 percent
of the respondents work, less than 6 percent were homemaker and students. More retirees
(19.3%) from Canada responded to the survey compared to visitors from the other markets.
Nearly 45 percent of the respondents have some college or college degrees, 23.2 percent have
post graduate degrees and 14.6 percent were high school graduates.

The majority (87.7%) of the respondents have taken a long distance trip of more than 2,000
miles from their homes in the past three years. Close to 4 percent have lived in Hawaii before,
3.3 percent own timeshare property in the islands, 22.9 percent have friends or relatives in
Hawaii.

European Visitors: In contrast to U.S. Japanese and Canadian visitors, there were more male
(57.8%) respondents from Europe compared to female (42.2%). The average age was 45 years
old. Close to 91 percent have vacationed more than 2000 miles from home in the past three
years. The largest group of respondents work for a living (74.8%) and 16 percent have retired.
About 37 percent of the respondents have some college or college degrees, 21.6 percent have
post graduate degrees while 14.9 percent were high school graduates.

Close to 17 percent of the respondents have friends or relatives in Hawaii, 3.1 percent have
lived in Hawaii before, while .5 percent own timeshare property in the islands while .6 percent
own other types of property in Hawaii.

9. DEFINTIONS AND SURVEY METHODOLOGY

 

Wedding, Honeymoon visitors:  Visitors whose primary and secondary purpose of trip are getting
married or to honeymoon. Family: Visitors traveling with kids under 18 years of age and are not in
the above life stage. Young: Visitors between 18 and 34 years of age and are not in the above life
stages. Middle Age: Visitors between 35 and 54 years of age and are not in the above life stages.
Seniors: Visitors 55 years of age or over and are not in the above life stages.

SURVEY METHODOLOGY: