Hawaii Improves Agent Specialist Program

The Hawaii Visitors & Convention Bureau (HVCB) has updated its travel agent specialist program. It’s aimed at supporting  the HVCVB’s brand messaging which is targeting clients who’ve never been to the islands.

The HVCB launched the new statewide version of its redesigned Hawaii Destination Specialist Program on February 1 and is still in the process of updating the individual island courses, which should be ready within a month.

“We put an emphasis on those who have never been to Hawaii,” Robyn Basso, the HVCB’s senior director travel industry partnerships, said of the islands’ marketing.

“That person is someone who has taken at least one leisure trip outside the U.S. of five nights or more in the past three years,” said Basso.

“They’re very interested in visiting Hawaii and likely to visit within the next five years. Our focus is converting those people who fit that profile.”

Well-informed
One of the most important ways to achieve that is to make sure the travel agents who sell to those clients are very well informed about Hawaii and what each of the islands has to offer, Basso said.

Its updated specialist program includes two statewide certifications – Introduction to Hawaii and Selling the Hawaii Islands – as well as four additional programs so that agents can be certified as a specialist in one or more of the Hawaiian islands.

The modules are available on a mobile-optimized platform and can be completed in stages, so agents can log out and log back in to where they left off.

It’s also fully narrated so those who take the courses can learn to properly pronounce the places they’re learning about.

Additional benefits
Agents who complete all six certifications will become Hawaii Destinations Specialists with additional benefits including access to a fam organizer to create their own self-guided fam tours.

The HVCB is currently putting that fam tour program together along with its supplier partners.

In addition, agents who complete the two statewide certifications, as well as one for an individual island, can become an Island Master Specialist.

They will be able to experience the island firsthand on a five- to seven-day fam trip focusing on activities, attractions, dining and cultural opportunities.

Define and differentiate
The HVCB’s new marketing strategy is to define and differentiate the islands.

“Some people just think of Hawaii overall in terms of beach and palm trees,” said Basso. “We explain the nuances, the personalities and the unique types of experience available that make particular islands appeal to particular travelers.”

A new social media campaign, #Let Hawaii Happen, highlights authentic experiences that break down preconceived notions.

“We want to drive new demand by people who haven’t’ been and let travel agents seize on that opportunity and convert that demand,” Basso said.

Unique experiences
It’s all about unique experiences, and agents can help clients discover those experiences by taking advantage of the HCVB’s sample itineraries that highlight off-the-beaten-track destinations.

There’s also a festivals and events directory agents can use to create unique itineraries that showcase their expertise.