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Honolulu Star-Bulletin Business — ADVERTISEMENT — Sunday, October 17, 2004 DENNIS ODA / DODA@STARBULLETIN.COM Yoshi Takahashi amuses his friends Kimi Toi and Michi Ogino with a wetsuit that's a little too small at the Xcel store in the Ward Village Shops. Hey! Big spenders New research shows just where tourists drop their money during stays in Hawaii By Allison Schaefers aschaefers@starbulletin.com ILLUSTRATIONS BY BRYANT FUKUTOMI / BFUKUTOMI@STARBULLETIN.COM China / South Korea travelers » More than 50 percent of these Asian visitors are first-timers and about a quarter of them come as part of a package tour. » Most come to visit friends or family (more than 28 percent), on business, or as part of a stopover, as stringent Visa requirements and a lack of flights has made Hawaii a difficult vacation destination. » In terms of activities, they are statistically similar to Americans, but plan to spend more money. » Most plan to attend a luau and 30 percent intend to play golf, the most of any other group surveyed. United States travelers » American travelers plan to stay longer and spend the least amount of money on retail and souvenirs. » They are most likely to engage in sports like running, scuba or going to the gym, but have the smallest percentage of people who planned to swim or sunbathe. » Americans are more likely to attend a luau, go to a Hawaiian history or cultural event and buy Hawaiian clothing and souvenirs than Japan or other Asian travelers. » They enjoy shopping at convenience stores, malls or hotel stores. They are also the most likely to go to a museum or art gallery or eat in high-end restaurants. Japan travelers » More than 60 percent of Japan travelers come to Hawaii as part of a package group. » These visitors plan to stay the least amount of time and spend the most money. » They are most likely to come to Hawaii to celebrate a wedding or honeymoon than any other group. » They are most interested in going to the beach and shopping while in Hawaii, but few plan to do any activities or eat in high-end restaurants. » They enjoy shopping across the board from outlet and discount stores to designer boutiques. While tourists from Japan and the mainland still pump plenty of money into Hawaii's retail stores, a more global mix of visitors is at the heart of Hawaii's improved tourism outlook, and their preferences are worlds apart. A new cross-cultural study from the University of Hawaii is available to help retailers take stock of what tourists buy, so local stores can match merchandise with spending habits. University of Hawaii marketing professor Mark Rosenbaum and travel industry management professor Dan Spears randomly surveyed more than 1,000 Waikiki tourists to determine cultural differences regarding their reasons for coming to Hawaii, their desire to shop and what purchases they planned to make during their stay. "Not all tourists are alike," Rosenbaum said. "Your target market should greatly impact how you merchandise and what products you stock." Hawaii's retail history gives businesses strong reasons to diversify their customer base, said retail analyst Stephany Sofos. "In the 1980s, the Japanese people came fast and furious and those who didn't cater to them were left out. Now it's changing, and as visitor groups change, retailers are having to figure out what their market is from one day to the next," Sofos said. The University of Hawaii study can help tourist-dependent businesses identify how to best keep their customers happy and how to increase spending from other visitor groups, Spears said. Their research showed that Japanese tourists plan to spend $1,400 on gifts and souvenirs during their stay in Hawaii, which is substantially more than all other visitor groups. According to the study, Chinese and Koreans spend about $750 on retail items and Americans spend around $600. They also found differences when it came to purchasing local foods, clothing and engaging in outdoor activities as well as differences in why these tourists groups were coming to Hawaii. For example, Americans and Japanese came to Hawaii primarily to vacation, while the Chinese and South Korean visitors were in Hawaii primarily to visit family members. Chinese visitors can only travel for leisure to a few designations, which does not include Hawaii. "Most Japanese will spend their vacation shopping at both high-end and discount retailers," Rosenbaum said, adding that data also confirmed the love-affair Japanese have with designer items. Nearly 60 percent of the Japanese visitors surveyed planned to visit Hawaii's designer boutiques; in contrast, only 35 percent of Americans planned to do so. However, the number of Japan travelers who plan to purchase products made in Hawaii, such as coffee, food and clothing, is lower than other groups. "The Japanese are the answer to our luxury business - not our economy," Rosenbaum said, adding that purchases of locally made products create more jobs and ultimately bring more benefit to the state. Visitors, who spend about $3 billion annually on retail goods in Hawaii, make up about 15 percent of the state's $19 billion retail market, said Carol Pregill, president of the Retail Merchants of Hawaii. The islands drew 6.4 million visitors last year, about two-thirds of them from the mainland. "Shopping is the third largest expenditure, next to food and lodging, for visitors," Pregill said, adding that about 20 percent of visitor expenditures can be attributed to shopping. "That's huge when you consider that shopping is a discretionary expense," Pregill said, and is an important part of a visitor's experience. But to make Hawaii shopping attractive to visitors it has to be distinctive, said Frank Haas, marketing director for the Hawaii Tourism Authority. "You can shop in Hong Kong and Las Vegas; what we need to know is what's distinctive about shopping in Hawaii," Haas said. As Oahu's visitor market stays strong, many retailers are going to take advantage of more visitor-based opportunities, said Jeffrey Hall, senior director of research at CB Richard Ellis. "There's huge amount of interest in redoing resort retail, especially in Waikiki," Hall said. According to market reports, Waikiki has a high number of retail vacancies, but in three to four years the sector will be more bullish as Waikiki renovation projects come to fruition, Hall forecasts. "The Royal Hawaiian Shopping Center is rapidly changing. The Beach Walk and the International Market Place projects are just getting under way," Hall said. "Expect that in a few years Waikiki will be an entirely different place." Any shift in visitor demographics changes the way businesses advertise their products. "It's important to know who is coming and what you need for inventory," Pregill said. "Inventory is a huge expense and no one wants to be stuck with goods that no one want to buy." That's where the Rosenbaum and Spears study comes in, said Anne Murata, marketing director of the Festival Cos., which manages the Royal Hawaiian Shopping Center. Murata said she purchased the study because it's the first retail survey in Hawaii that breaks data into small categories such as visitors' reasons for traveling to Hawaii, ability to spend and where they spend their money. Retailers are especially interested on the data about Chinese and South Korean visitors, she said. While Chinese and Korean visitors have more in common with Americans in terms of overall spending, their spending habits are very similar to the Japanese visitor market when it was new, Murata said. In the 1990s, when the Japanese tourism boom to Hawaii was growing, the state's largest industry went to great lengths to cater to their needs. Japanese signs ruled Waikiki marketing; but then the bubble burst and retailers had to regroup to stay in business. "We've been trained to think only in terms of U.S. westbound and Japan travelers," she said. "But our retail market is becoming increasingly global and we're starting to see more travelers from China, Korea, Australia, New Zealand, Europe and the U.S. East." Japanese visitor arrivals to Hawaii, which peaked at 2.2 million in 1997, fell to 1.3 million last year in response to a weakened Japanese economy and geopolitical troubles. Retailers say the market has rebounded, but it's time for those eyeing Hawaii's improved market to use the isles' changing tourist patterns to help determine what's in store. Although the China travel market to Hawaii is small, representing less than 1 percent of Hawaii's total visitors in 2002, state officials have identified it as a market with enormous potential. New research shows that Chinese tourists are now the biggest spenders in the Asia-Pacific region by average credit card transaction size, according to a study released by Visa. The report, published last week in the Financial Times, said Chinese cardholders on average spent $253 per transaction while traveling. The World Tourism Organization has also estimated that China will produce 100 million outbound tourists by 2020 and members of Hawaii's public and private sector want their share. "Just like we geared retail to the Japan market in its heyday, someday I expect we'll see retail signs in Chinese and Korean, too," Murata said. According to the Rosenbaum and Spears survey, the Chinese, enjoy participating in new activities, but look for familiarity in restaurants - characteristics similar to Japanese visitors before Hawaii became a common destination, "They only want to eat in Chinese restaurants," Rosenbaum said. But, more important for retailers is that the Chinese also appear to have a taste for luxury goods. "The Chinese, like the Japanese, also want to purchase luxury goods as gifts to take home," Spears said. While retailers need accurate data to capture their audience, there is one sure plan that works across cultures, Murata said. "One thing you can always sell them is the aloha spirit - that's an approach that works with visitors from China to Lithuania," Murata said. BACK TO TOP | The Hawaii experience A new University of Hawaii study of tourist spending habits raised some interesting questions. For instance, do Japan travelers, who planned to spend $1,400 on gifts and souvenirs during their stay in Hawaii, really contribute the most money to Hawaii's economy? While Americans, who planned to spend about $600 on retail, and Chinese/ Koreans, who planned to spend about $750, lagged behind in overall spending, the data showed that these groups spent significantly more on made-in-Hawaii products. The percentage of visitors planning to buy each product: Items USA / Canada Japan China / South Korea Hawaiian coffee 53.1 38.4 70.8 Macadamia nuts 66.8 52.2 75.5 Pineapples 37.4 7.3 30.2 Hawaiian candies 35.7 12.3 35.8 Hawaiian clothing 47.3 21.7 43.4 Hawaiian souvenirs 60.9 41.1 58.5 Source: University of Hawaii marketing professor Mark Rosenbaum and travel industry management professor Dan Spears Where it all goes Percentage of visitors doing the following activities: Activities U.S. Japan China/Korea Honeymoon/wedding 6.8 18.2 4.7 Visit family/friends 13.4 3.8 28.3 Part of Packaged tour 15.8 61.3 25.5 Buying designer clothes 29.2 34.9 37.7 Golf 16.0 5.6 30.2 Tour bus 30.9 25.2 37.7 Beach 77.4 78.3 84.0 Fine dining 58.2 8.5 49.1 Culture/History 64.2 27.3 43.4 Luau 59.7 16.1 62.3 Designer boutiques 35.1 59.2 41.5 Mall 65.4 74.5 75.5 Characteristics of visitors' stays: Visit U.S. Japan China/Korea Planned Expenditures $644 $1,416 $745 Length of Stay in Hawaii 12 days 7 days 11 days Source: University of Hawaii marketing professor Mark Rosenbaum and travel industry management professor Dan Spears — ADVERTISEMENTS — — ADVERTISEMENTS — | | | PRINTER-FRIENDLY VERSION E-mail to Business Editor BACK TO TOP Text Site Directory: [News] [Business] [Features] [Sports] [Editorial] [Do It Electric!] [Classified Ads] [Search] [Subscribe] [Info] [Letter to Editor] [Feedback] © 2004 Honolulu Star-Bulletin -- http://starbulletin.com -Advertisement- Hawaii Vacation Rentals HawaiiHawaii Vacation Rentals, and Hawaii All Islands Vacation Rentals Hawaii : Hawaii: Vacation Rentals • LINK TO US • ADD A LINK • RANDOM LINK • HOME • • LISTENNOW • WHAT'SPLAYING? • Looking for something in particular? 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Lanai > Lanai CityThings to do in Lanai City - Lanai City attractions - TripAdvisor Things to do in Lanai City Sign in • Sign up Home > United States > Hawaii > Lanai > Lanai City > Lanai City attractions Lanai City tourism: Overview Hotels Flights Attractions Dining Deals Forums Maps, etc. Search (e.g., Lanai City hotels, Las Vegas, Paris art museum) Lanai City Lanai City Overview Lanai City Hotels Flights to Lanai City Lanai City Deals Lanai City Attractions Lanai City Restaurants Lanai City Forum Lanai City Maps Lanai City Discount Hotels Lanai City Vacation Packages e-mail this page to a friend Traveler Reviews Write a review . What was your experience with Lanai City? Tell others what's hot and what's not. Deals on Lanai City Hotels The Lodge at Koele Manele Bay Hotel More Lanai City Hotels Hotel Lanai Jasmin Garden House The Captain's Retreat Hale Moe Hale o Lana'i Blue Ginger Bed and Breakfast Hulopo'e Bay Campgrounds Delores Fabrao Read more Lanai City tourism Things to do in Lanai City Sponsored links * Lanai City Travel Deals Lanai City : Great Rates on Hotels Expedia.com Don't just travel. Travel right! Lanai City : Low Hotel Prices Made Easy Orbitz.com The faster, easier way to find the hotel you want. Just Orbitz and go! Lanai City : Hot Deals BookIt.com You Know What to Do. Lanai City : Great Hotel Rates! CheapTickets.com finds you low prices where you need to stay! Just click - you're there. All results: View all 41 Lanai City travel deals Airfare: Find deals on airfare to Lanai City (arriving in Hoolehua, HI) Recommended attractions (18) Shipwreck Beach , Lanai City Attraction type: Beach Munro Trail , Lanai City Attraction type: Hiking trail Cavendish Golf Course , Lanai City Attraction type: Golf course Challenge at Manele , Lanai City This 18-hole, par-72 course over 7,039 yards runs on red lava fields along a scenic coastline, offering stimulating challenges like drives over cliff, deep gorges and ravines with flags very close to the cliff's edge. Attraction type: Golf course; All terrain vehicle trail Mike Carroll Gallery , Lanai City Attraction type: Art gallery Lanai City Forum Travelers like you give candid advice on Lanai City hotels and much more. Join the Discussion Click discussion title to read more or post a reply. Transportation to Lana'i (2 replies, 5:53 pm, yesterday) Lanai : cost of jeep (3 replies, 12:04 pm, Jan 23, 2006) Lanai : Private Tour or Rent Jeep? (3 replies, 10:13 pm, Jan 18, 2006) Read: Lanai City discussions Post: A new Lanai City topic >> Share Your Travel Savvy Contribute your opinion here... Lanai : Atv Tour? (no replies, 10:07 pm, Jan 19, 2006) Lanai : Vacation Home rentals on Lanai (no replies, 7:06 pm, Jan 16, 2006) Lanai : Lanai or Molokai? (no replies, 11:29 am, Nov 30, 2005) Browse: Lanai City discussions Lana'i City , Lanai City Attraction type: Historic village The Local Gentry , Lanai City Attraction type: Specialty shop Richard's Shopping Center , Lanai City Attraction type: Mall; Shop Pine Isle Market , Lanai City Attraction type: Flea/street market Lanai Art Center , Lanai City Attraction type: Educational site; Art gallery International Food & Clothing , Lanai City Attraction type: Shop Heart of Lanai Art Gallery , Lanai City Attraction type: Art gallery Gifts with Aloha , Lanai City Attraction type: Shop Dis 'N Dat , Lanai City Attraction type: Shop Lopa Beach , Lanai City Attraction type: Beach Kaena Iki , Lanai City Attraction type: Ancient ruins; Religious site Naha Beach , Lanai City Attraction type: Beach The Challenge at Manele , Lanai City This 18-hole, par-72 course over 7,039 yards runs on red lava fields along a scenic coastline, offering stimulating challenges like drives over cliff, deep gorges and ravines with flags very close to the cliff's edge. Attraction type: Golf course Find more things to do Select from the following categories to retrieve information on specific types of activities and attractions. Outdoors, outdoor sports & nature: Beaches, water sports, lakes & rivers (4) Golf (3) Outdoors (land) sports (3) Scenery and natural wonders (1) Wildlife and nature (1) History and culture: Buildings and structures (1) Education sites and libraries (1) Historic sites (2) Museums (3) Entertainment and amusement: Tours (1) Other: Dining out (1) Shopping (6) Sponsored links * More Deals: Lanai City Lanai City : Low Vacation Prices Made Easy The faster, easier way to find the hotel you want. Just Orbitz and go! Orbitz Vacations View all deals: Lanai City Top picks in Lanai City Manele Bay Hotel : Book best available room Call 800-921-2680 to find your luxury travel specialist ClassicVacations.com The Lodge at Koele : Up to 20% Less Than All Others We Know Hawaii Best. Five Star Service Starts With Us. 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All rights reserved. TripAdvisor Terms of Use and Privacy Policy . * TripAdvisor, Inc. is not a booking agent and does not charge any service fees to users of our site... ( more ) TripAdvisor, Inc. is not responsible for content on external web sites. Tropic HawaiianHawaiian gifts, Christmas, music, books, art, and products - a large online Hawaii shopping mall. Aloha ! HOME CHRISTMAS GIFTS HAWAIIAN MUSIC HAWAIIAN BOOKS HAWAIIAN VIDEOS CLOTHING ETC. HAWAIIAN JEWELRY HAWAIIAN GIFTS CHILDREN & TEENS FABRIC & CRAFTS HULA IMPLEMENTS HEALTH & BEAUTY HAWAIIAN FOOD HOME ACCESSORIES ARTIFICIAL FLOWERS HAWAII STATIONERY HAWAII CALENDARS WOOD CARVINGS UKULELE (Put "phrases in quotes") ALOOOOHA! Here among the thousands of Hawaiian gifts and authentic products from Hawaii, you can easily find the perfect Hawaii Christmas gift , Anniversary, Wedding or Birthday present. Our online Hawaii shopping mall is filled with unique tropical Hawaii products - Hawaiian Heirloom Jewelry, a large selection of Hawaiian music and art, Hawaiian Books, Hawaii hula skirts and aloha shirts, Hawaiian gift baskets, Hawaiian Christmas gifts , Hawaiian food and much more. We have great respect for your online privacy and offer you the highest security while you are on our web site . However, if you do not feel comfortable using credit cards to purchase online, please do not hesitate to call us at 1-808-245-8700 to make your purchases. We are located on beautiful Kalapaki Bay on the island of Kauai and we truly care about each and every customer. The Tropic Isle Music Co., established in 1994 , has grown from a home based business to a thriving 1500 square foot store with 10 employees - all full of aloha! Here are some of the great items we have in stock: Hawaii Gifts Hawaiian Music Hawaii Christmas Ornaments Hawaii gift baskets Hawaii Christmas cards Hawaiian Tikis Niihau Shell Jewelry Hula Girls Hawaiian Heirloom Jewelry Shell Jewelry Black Pearls Hawaii t-shirts Puka shells Hula Skirts Hawaii Christmas shirts Hawaii leis Aloha Shirts Hawaii children's clothing Hawaii Pareos Feather Jewelry seed jewelry Hawaiian plants bonsai plants Hawaii stuffed animals Hawaii Children's books Hawaii craft book oriental fabrics Hawaiian sewing Patterns Hawaiian quilt kits Hula drums Hula books Hula accessories Hula videos nut and seed leis uli uli gourds Hawaiian ukulele Hawaiian skin oils Hawaiian skin lotion Hawaiian Herbs bamboo candles Hawaiian coffee macadamia nuts Kauai cookies Hawaiian jelly Hawaiian poi Hawaiian seasoning Hawaiian snacks Hawaiian hot sauce Maui potato chips Hawaiian salt and seasonings Hawaii wood bowls Hawaiian prints monkeypod bowls Hula lamps Hawaii wood carving Hawaiian stone carving Hawaiian tiles and ceramics Hawaii picture frames tropical scented candles tropical flowers Hawaiian hair clips Hawaiian note pads Hawaii guestbooks Hawaii computer paper ukulele strings ukulele books Don Ho music Israel Kamakawiwo'ole music Makaha Sons of Niihau music Hapa music Kealii Reichel music Willie K music Typical Hawaiians music Hawaii Calls music Alfred Apaka music Hawaiian Slack Key Guitar music Hawaii scenic videos Hawaii music videos Hula videos Hawaii children's books Hawaii coffee cups Hawaiian thimbles Hawaii spoons Hanna's dolls Jewelry boxes Hawaii salt and pepper shakers Hawaiian mumuus We welcome special orders, we will be happy to help you find things from Hawaii. Looking for a gift from Hawaii? A Hawaiian Christmas gift perhaps? If you do not find what you are looking for on our web site let us do the searching. If it is from Hawaii, we will be happy to find it for you. Please don't hesitate to call us at 1-808-245-8700. Mahalo and Aloha! Privacy Policy | Contact | Hawaii News | Friends | Company Info . | Hawaii Gift Catalog Things to do on Kauai Tropic Isle Music Company Anchor Cove Shopping Center - 3416 Rice St. P.O. Box 3333 Lihue, Kauai, Hi. 96766 808-245-8700 | Fax: 808-246-1888 Site map Kauai activities and tours site design Kauai Hawaii Web Design webhosting Hawaii Web Host Kauai information Hawaii Resort and SpaDiamond Hawaii Resort and Spa: Wailea, HI Hotel search select review reserve confirm Print this page We're here 24/7 Book online or call: 800-456-7029 Privacy Policy Hotel Details Diamond Hawaii Resort and Spa 555 KAUKAHI STREET Wailea, HI 96753 Map this Property South Maui: Wailea / Makena Rates from $269 starting Fri, Jan 27 Price this hotel = Required * Hotel Only Flight + Hotel Book Flight + Hotel together and save! * From: To: Maui, HI Choose a different city for your hotel I prefer to stay in a city other than my destination airport. 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(Maximum 6 travelers) Rooms: 1 2 3 4 Room 1: Adults (18+) Adults (18-64) 1 2 3 4 5 6 Children (0-17) Children (2-17) 0 1 2 3 4 5 Seniors (65+) 0 1 2 3 4 5 6 Room 2: Adults (18+) Adults (18-64) 1 2 3 4 5 6 Children (0-17) Children (2-17) 0 1 2 3 4 5 Seniors (65+) 0 1 2 3 4 5 6 Room 3: Adults (18+) Adults (18-64) 1 2 3 4 5 6 Children (0-17) Children (2-17) 0 1 2 3 4 5 Seniors (65+) 0 1 2 3 4 5 6 Room 4: Adults (18+) Adults (18-64) 1 2 3 4 5 6 Children (0-17) Children (2-17) 0 1 2 3 4 5 Seniors (65+) 0 1 2 3 4 5 6 Price this Flight+Hotel Price this Hotel Rates will be based on single or double occupancy. Extra person charges may apply. Features Photos Maps & Directions Hotel Description | Hotel Amenities | Dining Options Hotel Description Star Rating Traveler Reviews: Read 3 Reviews More Photos 72 rooms, 2 floors The Japanese-themed all-suite Diamond Resort Hawaii is comprised of 15 acres of landscaped grounds nestled 300 feet above the coast of Wailea, approximately 20 miles from Kahului Airport, and 25 miles from Lahaina. Nearby are the Humpback Whale Education Center, Makena State Park, and Maui Ocean Center. Hotel amenities include 24-hour front desk, car rental desk, concierge, currency exchange, babysitting, limited room service, baggage hold, and local shuttle service. Dining is available at any of three onsite restaurants including Le Gunji, Capische, and the Restaurant Taiko, which offers Japanese and French cuisine, as well as an extensive sushi bar. Recreation and relaxation are provide by the onsite Diamond Spa, providing a variety of facial and massage treatments, and the REPS Fitness and Training Center, where guests can take advantage of workout routines customized by professional personal trainers. All suites have spectacular views and feature A/C, telephones with voicemail, dataports, TVs, VCRs, irons and ironing boards, hairdryers, coffeemakers, Japanese Green Tea sets, umbrellas, bathrobes, washlette toilets, complete bathroom amenities, spacious lanai (deck) shower areas, spa tubs, chaise lounges, and chairs. Children are considered 12 and younger at this resort. Hotel Amenities Dining Room No Fitness center Swimming Pool Additional Amenities Modem / Data Port Free Parking All-Suites Property Jacuzzi Wheelchair Accessible Business Center Meeting Rooms Dry Cleaning/Laundry Kitchenette Dining Options Taiko -location * On Property -cuisine * Japanese -breakfast * Daily Except Tuesday -lunch * Daily Except Tuesday -dinner * Daily Except Tuesday Le Gunji -location * On Property -cuisine * French/Japanese -dinner * Two Seating At 1800 And 2000 Nightly Except Wednesday Capische -location * On Property -cuisine * Alfresco Italian Cuisine And Cocktail Lounge -dinner * Dinner And Cocktails Daily -dress Code * Casual More Information About this Hotel Maps & Directions Photos Features * Note: The rates shown above are based on double occupancy unless otherwise noted and may not include taxes, service charges, fees, extra person charges, or any other incidentals. Any currency conversion for the above rates is based on today's exchange rate. 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