Unlocking Hawaii’s Untapped Potential: A Guide for Forward-Thinking Travel Advisors

From lush volcanic landscapes to vibrant cultural traditions, Hawaii has long been a dream destination for travelers worldwide. But for many visitors, the experience begins and ends with a handful of well-known beaches and attractions. For travel advisors, this presents both a challenge and an opportunity.

By moving beyond the postcard-perfect clichés, advisors can pass along a wealth of authentic, immersive experiences that not only differentiate their offerings but also foster deeper connections between their clients and the islands. Here are proven strategies for tapping into Hawaii’s underexplored potential — and how this approach can uplevel client satisfaction as well as the sales revenue of travel advisors.

Why Hawaii Should Be on Every Advisor’s Radar

Let’s start with the obvious … why should the long-standing, bucket-list destination of Hawaii be on every travel advisor’s radar?

Sarah Bonsall, founder of and travel advisor at Latitude 21 Travel, and a Hawaii specialist, lays it out clearly: “From the moment you arrive in Hawaii, the air feels softer, the pace slows, and the warmth of the islands wraps around you. Each island has its own personality. Oʻahu offers vibrant energy. Kauaʻi is known for its lush tranquility. The Big Island captivates with its volcanic landscapes and natural drama. Yet all of them share the welcoming Aloha spirit. The culture is rich and deeply rooted, unlike anywhere else in the United States. It invites travelers to connect with the land, the people, and the traditions.

“Hawaii is also a destination that inspires repeat visits. Once travelers experience one island, they often return to explore another. For advisors, that creates an exceptional opportunity to build ongoing relationships and repeat business.”

Laura Walker, a Master Hawaii Specialist with Hawaiian Travel®, describes the destination’s appeal to a wide range of travelers: “Hawaii is a bucket-list destination for many and truly has something for everyone. It is a great place for a romantic honeymoon or anniversary celebration, but also a great family destination, including a multigenerational family vacation. The entire family, including grandma and grandpa, can travel together and enjoy something of interest to them all. Hawaii is a safe destination and offers accommodations to fit almost any budget. The islands are easy to navigate, and the people are very welcoming.”

How to Balance Iconic Highlights with Authentic Experiences

Hawaii’s famous beaches, scenic drives, and iconic attractions are the idyllic experiences that draw travelers to the islands. But the destination offers an abundance of other opportunities to explore its culture, history, and natural beauty. Here are some of the lesser-known activities across the islands that advisors can recommend to their clients, as described by Walker.

On Kauai Island, Lydgate Chocolate Farm is a unique and interesting tour to learn about growing and processing cacao into chocolate, as well as tasting some delicious exotic fruits and of course the chocolate. 

On Oahu, Walker always recommends canoe surfing off Waikiki Beach. It only takes 45 minutes to an hour of their time, and is not expensive, but it is so much fun to be riding a wave next to the surfers. 

On Hawaii Island, Walker’s team recommends the Hawaiian Vanilla Company Farm & Luncheon Tour. One of the best lunches on the island, they incorporate their vanilla products into their dishes, and it is so ‘ono!  Another must-do on Hawaii Island is the moonlight snorkel with the manta rays ─ what a thrilling experience it is to be so close to these gentle giants.

On Maui, O’o Farms in upcountry offers either a coffee brunch and farm tour, or a farm-to-table lunch tour where guests enjoy a guided tour in the fields, then sit down to a chef-prepared, four-course gourmet lunch. With the higher elevation of upcountry, it is also much cooler.

The Pineapple Farm Tour in Haliimaile (also upcountry Maui) is a great experience to learn all about the growing and harvesting of the Maui Gold Pineapple, and everyone leaves with a fresh pineapple packaged and ready for airport transport to take home a taste of Maui. Either before or after the pineapple tour, Walker recommends enjoying a delicious lunch at the Haliimaile General Store; then across the street from the restaurant is the Haliimaile Distillery offering tours with samplings Monday through Friday.  

Bonsall also notes that, on Molokaʻi, a mule ride down the cliffs to Kalaupapa is more than a stunning journey; it is a moving immersion into the island’s past, guided by stories of resilience and community.

She goes on to explain that “the true depth of a Hawaiian vacation comes from experiences that connect travelers to the local culture and community. I encourage clients to join a lei-making workshop led by a local artisan, tour a family-owned taro farm, or attend a community hula performance.”

A Deeper Immersion

People today want a deeper immersion during their travels, those rich and meaningful experiences that leave a heartfelt impression on their lives. They crave adventures that engulf them in the culture and culinary scene of their destination of choice. Travel advisors play a crucial role in helping clients realize their desires.

“The best way to truly experience Hawaii is to engage with the people who call the islands home,” says Bonsall. “Conversations with local residents bring the culture to life in ways that no guidebook can match. Traditions are shared with pride, and each carries its own meaning. For example, the hula is not simply a dance. It is a form of storytelling, with each movement and chant preserving history and passing down knowledge from one generation to the next.

“I encourage clients to attend performances where the cultural context is explained; take part in workshops led by local artisans; and visit markets where they can meet the farmers and chefs behind the island’s flavors. These experiences create a deeper connection to Hawaii’s culture and leave travelers with a genuine appreciation for the islands and their people.”

Walker says that attending a luau is a must for first-time visitors. She also encourages clients to participate in cultural activities offered by many hotels like hula lessons, lei making, or a Hawaiian language class; as well as visiting the Polynesian Cultural Center on Oahu, or taking part in the many festivals held throughout the year across the islands.

What Makes Planning Hawaii Different

There are some important differences to consider when advisors plan trips to Hawaii versus other destinations.

For instance, as Walker explains: “Hawaii is not a destination where you wait until you arrive to decide what to see and do … if you do, you will most likely miss out, as many activities sell out a month or two in advance. You should always plan and book activities in advance … even earlier during busy travel times like the summer, spring break, and holidays. We help our clients plan and book activities so their days are well planned.”

Bonsall adds that planning a trip to Hawaii begins with understanding the client’s vision for their experience. “Each island offers something unique, and matching the right destination to the traveler’s personality and interests is key. A thorough qualification process ensures they get the type of trip they are truly looking for.

“History enthusiasts may want to visit Pearl Harbor to reflect on its significance, while adventure seekers might prefer surf lessons on Oʻahu’s North Shore, hoping to catch a big wave. Nature lovers may gravitate toward Kauaʻi’s hiking trails or the volcanic landscapes of the Big Island, while those seeking a slower pace might enjoy exploring Maui’s upcountry farms and charming small towns. Hawaii’s diversity of sites and activities means no two trips need to be alike, but it also makes careful planning essential to create a seamless, fulfilling itinerary.”

And when it comes communicating Hawaii’s commitment to responsible tourism to clients, Walker says: “We provide our clients extensive Hawaii travel tips, like using reef-safe sunscreen, keeping their distance if they encounter monk seals or sea turtles, taking cloth or vinyl shopping bags, and shopping and dining local as much as possible. We even include a tip noting how horn honking in Hawaii is considered rude. We want our clients to be mindful and travel with a sense of Aloha and appreciate the culture and beauty of the islands.” 

Advice for Advisors New to Hawaii

For advisors who are new to selling Hawaii, our destination specialists offered a few practical and impactful tips.

“First, take the Hawaii Visitors & Convention Bureau’s travel agent Destination Specialist course to learn the basics of the islands. Then attend all the trade shows you can and travel to Hawaii as often as you can, because nothing beats personal experience,” advises Walker.

For Bonsall, “the best approach is to start small and build expertise. Choose one island to focus on first and learn its culture, geography, and must-see experiences inside and out. Take advantage of specialist training programs and webinars, and connect with tourism boards and local suppliers. Whenever possible, visit in person to experience the accommodations, activities, and overall vibe for yourself. Hawaii rewards advisors who go beyond the surface. The more confident you are in matching clients to the right islands and experiences, the more trust you build. That trust turns into repeat business and referrals.”

Some Parting Thoughts

There is one more thing that Bonsall wants to pass along to other advisors: “Selling Hawaii is more than just booking a beautiful trip. It is creating an experience that connects travelers to a living culture, a fragile ecosystem, and a way of life that is rooted in community. When planned with care, a Hawaiian vacation offers far more than stunning scenery. It invites travelers to slow down, to engage with traditions, and to carry the spirit of Aloha home with them. For advisors, it is one of the most rewarding destinations to share, because it leaves a lasting imprint on both the client and the planner.”

Hawaii’s magic lies not only in its stunning landscapes, but in the depth of its culture, traditions, and local stories — many of which remain undiscovered by the average traveler. By introducing clients to these hidden facets, travel advisors can deliver richer, more memorable journeys while setting themselves apart in a competitive marketplace. For those ready to expand their Hawaii portfolio, the path is clear: think deeper, sell smarter, and let the islands’ untapped potential work for you.

FROM THE SPONSOR:
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In a move to further support advisors, Blue Sky Tours is now offering 15% hotel commission on packaged and land only bookings, rewarding you for booking getaways to favorite islands and far-flung destinations. Whether you’re planning bucket-list trips with Luxe by ALG Vacations or creating intricate, multi-stop island packages, the tools and products you’re looking for are with ALGV. Make sure you never miss an update when you connect with your BDM and follow us on LinkedIn.