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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- Hawaiian Recipes These areHot Lists ADVERTISEMENT - Remove ads with Recipezaar Premium Get our free newsletter Eater's Digest : | Sign in Home Recipes My Stuff Community Tools Marketplace Help Search: All Recipes Only My Cookbook by Ingredient by Recipe ID # Kitchen Dictionary Member Names for advanced... Organize your recipes online Recipezaar Premium only $24.95 — Take the Tour Top 40 Hawaiian Recipes These are current rankings based on recent data and change daily. Recipes that have been reviewed highly recently and/or have been added to a large number of cookbooks recently. More on how these are calculated... 1. Crockpot Hawaiian chicken by Lisa in Oregon :o) I love crockpotting and this was easy and very good to make. we all enjoyed it. (#28900) 2. Hawaiian Kabobs by MizzNezz The marinade is the key to these great kabobs. They only need 1 hour in the refrigerator to marinate. (#32503) 3. Beef Teriyaki by Rita L This tropical dish can be broiled as well. Be sure to soak the skewers in water before threading the meat and pineapple on. I'll even soak them in the marinade. (#125838) 4. Pacific Rim Chicken Burgers With Ginger Mayonnaise by Sharon123 This recipe came from Kristine Snyder, Kihei, Hawaii, and was the $25,000 grand prize winner in the National Chicken Cooking Contest. 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Support Forum Cooking Q & A Forum Kitchen Dictionary Measurements Convertor Contact Us Fine Print Terms of Service Privacy Policy About Us Jobs Add Recipes to Your Site Advertise Here © 1999-2006 Recipezaar 10.0.0.2 Lanai > Lanai attractionsThings to do in Lanai - Lanai attractions - TripAdvisor Things to do in Lanai Sign in • Sign up Home > United States > Hawaii > Lanai > Lanai attractions Lanai tourism: Overview Hotels Flights Attractions Dining Deals Forums Maps, etc. Search (e.g., Lanai hotels, Las Vegas, Paris art museum) Lanai Lanai Overview Lanai Hotels Flights to Lanai Lanai Deals Lanai Attractions Lanai Restaurants Lanai Forums Lanai Maps Lanai Discount Hotels Lanai Vacation Packages Free Newsletter Get deals, news and articles on Lanai Plus weekend trip ideas from your hometown e-mail this page to a friend Traveler Reviews Write a review . What was your experience with Lanai? Tell others what's hot and what's not. Deals on Lanai Hotels The Lodge at Koele Manele Bay Hotel More Lanai 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 Four Seasons Resort Lanai The Pink House Read more Lanai tourism Things to do in Lanai Sponsored links * Lanai Travel Deals Expeditions on Lanai www.lanaitours.com Authorized reservation site for Expeditions Lanai Hawaii Tours & Activities HawaiiTours.com Guaranteed low prices on 300 tours, ask about special group rates. Lanai Tours www.BudgetTravelOnline.com Learn More about Destinations All Around Hawaii - Plan Your Trip Now! Lanai Attractions Concierge.com Complete Travel Info - Find Maps, Photos, Hot Spots, Links & More All results: View all 48 Lanai travel deals Airfare: Find deals on airfare to Lanai (arriving in Hoolehua, HI) Recommended reading (3) "Shopping" Frommer's "Nightlife" Frommer's "Lanai Sights & Attractions Overview" Fodors.com Recommended attractions (1-20 of 28) Shipwreck Beach , Lanai City Attraction type: Beach Polihua Beach , Lanai An isolated white sand beach. Attraction type: Beach Munro Trail , Lanai City Attraction type: Hiking trail The Experience at Koele , Lanai This 18-hole, Par-72 course at 7,012 yards is refreshing and stimulating, where the back nine is on flat terrain and front nine more scenic, difficult but fun. Attraction type: Golf course Cavendish Golf Course , Lanai City Attraction type: Golf course Lanai Forums Travelers like you give candid advice on Lanai hotels and much more. Join the Discussion Click discussion title to read more or post a reply. cost of jeep (3 replies, 12:04 pm, Jan 23, 2006) Private Tour or Rent Jeep? (3 replies, 10:13 pm, Jan 18, 2006) Four Seasons Lanai (7 replies, 11:04 am, Jan 06, 2006) Read: Lanai discussions Post: A new Lanai topic >> Share Your Travel Savvy Contribute your opinion here... Atv Tour? (no replies, 10:07 pm, Jan 19, 2006) Vacation Home rentals on Lanai (no replies, 7:06 pm, Jan 16, 2006) Lanai or Molokai? (no replies, 11:29 am, Nov 30, 2005) Browse: Lanai discussions 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 Halulu Heiau , Lanai Attraction type: Ancient ruins Hulopoe Beach , Lanai Most popular for swimming and picnicking beach on Lanai also has safe tidal pool area for small children. Attraction type: Beach Mike Carroll Gallery , Lanai City Attraction type: Art gallery Kanepuu Preserve , Lanai Attraction type: Nature reserve Keahikawelo , Lanai Attraction type: Landmark/point of interest Kaunolu , Lanai Archaeological site of fishing village on a cliff. Attraction type: Ancient ruins; Historic village Lanai Marketplace , Lanai Attraction type: Flea/street market Orchid House and Gardens , Lanai Attraction type: Garden Halepalaoa Beach , Lanai This beach is only accessible by 4-WD vehicles, ideal for sun bathing and strolling but not for swimming. Attraction type: Beach 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 Pages: 1 2 Next >> 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 (7) Golf (4) Outdoors (land) sports (3) Parks and gardens (1) Scenery and natural wonders (1) Wildlife and nature (2) History and culture: Buildings and structures (1) Education sites and libraries (1) Historic sites (4) Museums (3) Sightseeing (1) Entertainment and amusement: Tours (1) Other: Dining out (1) Shopping (7) Sponsored links * More Deals: Lanai Gray Line Bus Tours Truly, the local expert. Let us be your guide on your next vacation. www.grayline.com/ Sightseeing Tours Find and book tours, tickets, and things to do worldwide on Viator. viator.com Find Lanai tours Great Deals, Information & More We search so you don't have to! www.oladeals.com Lanai Hawaii -What to Do? Free Lanai Guide - when to go, where to stay, & what to do. Free! lanai.etravelreviews.com View all deals: Lanai Free Newsletter Interested in Lanai ? We'll send you weekly updates with new articles, reviews and special deals. Just enter your e-mail address: About TripAdvisor TripAdvisor provides unbiased reviews of attractions, activities and things to do in Lanai, Hawaii. Recommendations for hotels, resorts, inns, vacations, travel packages, travel guides and lots more! Visit TripAdvisor's international sites: About Us | Membership | Site Map | Become an Affiliate | Top Cities | Hotel Reservations | Hotel Deals | TripAdvisor Gear Popular Hotels: 1 , 2 , 3 , 4 , 5 , 6 , 7 , 8 , 9 , 10 , 11 , 12 , 13 , 14 , 15 , 16 , 17 , 18 , 19 , 20 , by city TripAdvisor Recommends: Las Vegas hotels , London hotels , Paris hotels , Rome hotels , New York City hotels , Chicago hotels , Orlando hotels © 2005 TripAdvisor, Inc. 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. Hawaiian Quilter » Mokihana’sMokihana’s Garden » Blog Archive » Mokihana’s Hawaiian Quilting Journey: Class and the start of a quilt! Part One Mokihana’s Garden A Mānoa Valley Wahine Writes of Past and Present « Variations on a Hawaiian Name The Side-Tracked Hawaiian Quilter » Mokihana’s Hawaiian Quilting Journey: Class and the start of a quilt! Part One Oh wow. The class with Nancy Lee Chong was fantastic! I was a great enabler and encouraged my friends Susie and Julie to take the plunge too. The class was held at A Common Thread quilt store in Lake Oswego, a wonderful place filled with absolutely wonderful fabrics. Nancy is an awesome teacher! She’s friendly, informative and extremely knowledgeable. She made learning fun, and had all kinds of tip and techniques to show us, so that by the end of the weekend we all had a working knowledge of how to begin our quilts. When we first got there we were a little intimidated by her amazing quilts, as she’d brought a number of gorgeous ones that she’d finished over the years. It was hard to believe that we’d be able to actually create something similar. Nancy’s use of colors and combinations of fabrics gave us a lot of inspiration and we could hardly wait to get started. This entry was posted on Monday, November 3rd, 2003 at 9:55 pmand is filed under Hawaiian Quilting .You can follow any responses to this entry through the RSS 2.0 feed. You can skip to the end and leave a response. Pinging is currently not allowed. Leave a Reply Name (required) Mail (will not be published) (required) Website XHTML: You can use these tags: <a href="" title=""> <abbr title=""> <acronym title=""> <b> <blockquote cite=""> <code> <em> <i> <strike> <strong> -- Mokihana’s Garden is proudly powered by WordPress Entries (RSS) and Comments (RSS) . 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