MARKETING EFFECTIVENESS STUDY: 2014 – 2015 WAVE 1 …by marketing concerns under contract with the...

MARKETING EFFECTIVENESS STUDY: 2014 – 2015 WAVE 1 REPORT

Daniel NahoopiiDirector, Tourism Researchwww.hawaiitourismauthority.org

Hawai‘i Convention Center1801 Kalakaua AvenueHonolulu, Hawai‘i 96815

Table of Contents

SECTION PAGE NUMBER

PURPOSE AND METHODOLOGY 3

REPORT STRUCTURE 7

EXECUTIVE SUMMARY 9

CHARTS - SUMMARY – ALL MARKETS 11

CHARTS - EASTERN U.S. MARKET 38

CHARTS - WESTERN U.S. MARKET 83

CHARTS - CANADIAN MARKET 128

CHARTS - JAPANESE MARKET 173

TABLE OF CONTENTS

The purpose of this study is to measure and evaluate the effectiveness of the marketing efforts conducted by marketing concerns under contract with the Hawai’i Tourism Authority.

This study, conducted since 2003, provides insight into the overall intention to travel to Hawai’i, brand valuation, and measurement of specific, separate attributes for Hawai’i’s major marketing areas of U.S. West, U.S. East, Canada and Japan.

The major goals of this study are to understand:• Consideration of Hawai'i as a destination• Importance of key attributes• Preference for Hawai'i• Preference for Hawai'i by behavioral segments• Opinions of Hawai'i vs. Competitive destinations for each major marketing area:

– Eastern U.S. (Florida, Costa Rica, Puerto Rico, California, Mexico, Caribbean, Las Vegas and Europe)

– Western U.S. (Alaska, Costa Rica, Australia, Mexico, Caribbean, Las Vegas and Europe)– Canada (Florida, Arizona, Australia, California, Mexico, Caribbean, Las Vegas and Europe)– Japan (Australia, China, Guam/Saipan, and Korea)

In addition, the study tracks data on the topics as well:• Intention to/or actual visits to Hawai'i• Hawai’i travel patterns and visitor profiles (Accommodations, Length of Stay, Frequency, Satisfaction)• Indication of reasons for not intending/considering Hawai'i

RESEARCH OBJECTIVES

Purpose and Methodology

An online survey of approximately 15 minutes in length was conducted between October 27, 2014 and November 3, 2014. Each survey was presented in the language of the surveyed country or was localized, if necessary, for countries where English is the primary language.

Qualified respondents from each major marketing area were required to meet specific requirements for inclusion in this study:

• Eastern U.S. – Live in the states of North Dakota, South Dakota, Nebraska, Kansas, Oklahoma, Texas,

Minnesota, Iowa, Missouri, Arkansas, Louisiana, Wisconsin, Illinois, Tennessee, Mississippi, Michigan, Indiana, Kentucky, Alabama, Ohio, West Virginia, Georgia, Florida, Pennsylvania, Virginia, North Carolina, South Carolina, New York, Vermont, New Hampshire, Maine, Massachusetts, Rhode Island, Connecticut, New Jersey, Delaware, Maryland, Washington, D.C.

– Have taken a Leisure trip by air of 500 miles or more in the past 12 months– Household income of USD $75,000 or more– 18 years of age or older

• Western U.S.– Live in the states of Alaska, California, Oregon, Washington, Arizona, Colorado, Idaho,

Montana, Nevada, New Mexico, Utah and Wyoming– Have taken a Leisure trip by air of 500 miles or more in the past 12 months– Household income of USD $75,000 or more– 18 years of age or older

RESEARCH OBJECTIVES

• Canada– Live in the provinces of British Columbia, Alberta and Saskatchewan– Have taken a Leisure trip by air of 500 miles or more in the past 12 months– Household income of CDN $75,000 or more– 18 years of age or older

• Japan– Live in Japan– Have taken and international Leisure trip in the past 24 months– Household income of ¥2,000,000– 18 years of age or older

Respondents who indicated they intend to travel to Hawai’i within then next 24 months will be re-contacted in November 2016 to determine if a trip was actually made. Actual re-contacts may be lower than reported here due to attrition in the panel.

Wave 1 respondents are as follows:

RESEARCH OBJECTIVES

Marketing Area Completes Re-contact in October 2016

Eastern U.S. 604 144Western U.S. 604 311Canada 608 317Japan 603 274

For some analyses respondents are segmented depending on how they responded to questions regarding destination characteristics considered when making travel decisions and whether or not these characteristics pertain to Hawai’i. Following are the definitions for each segment. The definitions are meant to define travelers who prefer certain types of vacations.

RESEARCH OBJECTIVES

Learning(Hawai’i selected for

4+ factors)

Pleasing Environment

(Hawai’i selected for 4+ factors)

Romantic(Hawai’i selected)

Family(Hawai’i selected)

Culinary/Dining(Hawai’i selected)

Language(Japan Only)

(Hawai’i selected)

It has unique scenery unlike anywhere else

It is a good place to get away from it all

It is romantic It is a good place for family and children

It offers quality culinary and dining experiences

It is easy to communicate in my native language

There are many historic and cultural things to see and do

The environment is clean

Offers authentic experiences

It is a safe and secure place

It has a variety of unique experiences and activities

It’s a good value for the money

There are always opportunities to discover new activities and experiences that make you want to return again and again

It provides a sense of relaxation, a place to unwind and get re-energized

It offers a differentexperience than other places

The local people are friendly

The history and culture are intriguing

It is easy to get there

It is easy to navigate and get around

It is a good place for shopping (Japan Only)

RTSTRUCTU

Data will be presented in five major sections. The first section includes a Summary comparing relevant data from each of the four market areas. This will be followed by detailed data for each market area – Eastern U.S., Western U.S., Canada and Japan. The exact wording of the survey question used to compile each chart is included at the bottom of each chart within the individual market area.

Excluding the Summary section, charts in each set of the market sections appear in the identical order. Since the Summary section includes only data that can be compared across all markets, some charts have been excluded; the progression, however is maintained. Charts in each market section appear in the following order:

• Demographics – Age• Demographics – Median Age• Demographics – Income• Demographics – Median Income• Demographics – Long Distance Overnight Trips in Past 12 Months (Past 24 Months for Japan)• Demographics – Median Number of Long Distance Overnight Trips in Past 12 Months (Past 24 Months for Japan)• Destination Consideration for Next Leisure Vacation• Reasons for Taking a Leisure Vacation• Attributes Important in Choosing a Destination• Attributes Important in Choosing a Destination (Importance vs. Applies to Hawai’i)• Destination Attributes – Competitive Comparisons (competitive destinations vary by market)• Destination Attributes – Competitive Comparisons (point differences)• Impression of Hawai’i

RESULTS PRESENTATION

Report Structure

• Impression of Hawaii by Segment• Hawai’i Visitation by Segment• Visitation – Competitive Destinations• Planned Visitation – Competitive Destinations• Planned Visitation to Islands of Hawai’i• Planned Accommodations• Reasons for Not Visiting Hawai’i• Lifetime Visits to Hawai’i• Reasons for Returning to Hawai’i• Reasons for Returning to Hawai’i – Segment Comparisons• Year Last Visited Hawai’i• Month Last Visited Hawai’i• Islands’ Share of Nights in Hawai’i• Nights in Hawai’i• Average Spending in Hawai’i• Travel Party Size• Hawai’i Excellent Rating• Likelihood of Returning to Hawai’i

RESULTS PRESENTATION

Executive Summ

ary• With an average age of 47, Canadian visitors are the oldest and at 44, Western U.S. visitors are the youngest. Eastern U.S.

and Japanese visitors are similarly aged at 45 years.

• Travelers to Hawai’i from all markets tend to be more affluent as their average annual household incomes exceed the national averages in each of their respective countries.

• Hawai’i is at the top of the consideration list for both Western U.S. and Japanese travelers. Hawai’i is number two behind Europe on the consideration list for Canada and number four among Eastern U.S. travelers behind Florida, the Caribbean, California, Las Vegas and the U.K.

• Among the 18 attributes (20 for the Japan market) important in choosing a leisure destination, Hawai’i meets or exceeds expectations among Eastern U.S. visitors as being romantic; among Western U.S. and Canadian visitors as a good place for family and children and as being romantic; and among Japanese visitors as a good place for family and children, a great place to get away from it all, as being romantic, a great place for shopping and ease of communicating in the travelers native language.

• While there is variance among the markets, most have the impression that Hawai’i is able to deliver high levels of relaxation and romance, recreational activities (including water sports, zip lining, snorkeling, hiking, biking, etc.), family friendly activities and State or National parks and beaches. Shopping is also rated highly among the Japanese market.

• Between 40% and 50% of visitors from all markets, excluding the Eastern U.S., have visited Hawai’i in the past 36 months and of those between 50% and 65% have visited in the past 12 months. Only about 20% of Eastern U.S. visitors have visited in the past 36 months with about 30% visiting in the past 12. Eastern U.S. visitors are most likely to visit Hawai’i inthe Summer, while those in the Western U.S. are most likely to visit in the fall. The Canadians are least likely to visit in the Summer and visitors from Japan travel fairly evenly throughout the seasons.

• A majority of visitors from the Western U.S., Canada and Japan plan to visit Hawai’i again in the next 24 months, with about 70% planning to do so in the next 12 months. Only about 25% of Eastern U.S. visitors plan to visit in the next 24 months and about half of those plan to do so in the next 12 months. The primary reason Eastern U.S. visitors seem to be lagging behind the other markets is the cost of airfare and hotels as well as the time it takes to get to Hawai’i. They feelthey can get a better value at other destinations.

HIGHLIGHTS

Executive Summ

• A majority of visitors from all four markets plan to visit O’ahu on their next trip to Hawai’i. Similar percentages of visitors from the Eastern U.S., Western U.S. and Canada also plan to visit the islands of Hawai’i and Maui. Visitors from Japan overwhelmingly plan to visit O’ahu and, while they plan to visit the other islands at a much lower rate than they do O’ahu, they plan to visit all islands except Kua’i and Moloka’i at a greater rate than visitors from the other markets.

• Visitors from all markets primarily plan to stay in a hotel. Visitors from Canada, however are least likely to stay in a hotel and most likely to stay in a condo.

• As might be expected, at about five visits, visitors from the Western U.S. have made the most lifetime visits to Hawai’i, followed by Canadian visitors also at about five lifetime visits and Japanese visitors at about four. Visitors from the Eastern U.S. have only made between two and three visits to Hawai’i in their lifetimes.

• Visitors from all four markets keep returning to Hawai’i because of its stunning natural beauty, the great weather and great beaches. They also feel it is safe and they love to experience the culture. Canadians also feel that Hawai’i is a great value and have noticed that there are more flights from cities closer to their home.

• At just about $4,800, Japanese visitors spend the most per trip which is likely due to the large percentage that is spent on shopping. Among all markets they have the largest share of spending for shopping. A large portion of their travel dollar also goes toward transportation. Canadians spend about $4,100, which is likely due to the their longer length of stay –about 12 days. Similar to the Canadians, those from the Eastern U.S. stay about 9 days and spend about $4,100. Western U.S. visitors spend the least on transportation and thus spend the least overall - about $3,500.

• Visitors from all four markets rate their last visit to Hawai’i 6.5 or higher on an excellence scale of 8 and, excluding the Eastern U.S., one-third or more say they are very likely to return in the next 24 months. Almost 40% of the Eastern U.S. visitors say they are somewhat or very likely to return to Hawai’i in the next 24 months.

HIGHLIGHTS

CANADIAN MARKETSUMMARY - ALL MARKETS

ary –All M

arketsDEMOGRAPHICS - AGE

Eastern U.S. Western U.S. Canada Japan

ary –All M

arkets

Respondents were asked to provide Annual Household Income in the currency of their country. Following are the Average Household Incomes of respondents from each region or country.

• Eastern U.S. (U.S. Dollars) $140,000

• Western U.S. (U.S. Dollars) $147,000

• Canada (Canadian Dollars) $133,000

• Japan (Japanese Yen) ¥807

Travelers to Hawai’i tend to be more affluent as their Average Annual Household Incomes exceed the national averages in each of their countries.

DEMOGRAPHICS – AVERAGE HOUSEHOLD INCOME

ary –All M

arketsDESTINATION CONSIDERATION FOR NEXT LEISURE VACATION

1. Florida (41%)

1. Caribbean (41%)

2. California (37%)

3. Las Vegas (27%)

4. U.K. (24%)

4. Hawai’i (24%)

4. Other Europe (24%)

5. Italy (22%)

5. Other (22%)

6. Mexico (18%)

7. Costa Rica (16%)

8. France (15%)

9. Switzerland (13%)

9. Puerto Rico (13%)

9. Germany (13%)

No Trip Considered (3%)

1. Hawai’i (54%)

2. Other Europe (36%)

3. Las Vegas (31%)

4. Alaska (30%)

4. Australia (30%)

4. Caribbean (30%)

5. Italy (28%)

5. France (28%)

6. U.K. (26%)

7. Mexico (25%)

8. Germany (20%)

9. Other (19%)

10. Costa Rica (17%)

11. Switzerland (8%)

1. Europe (38%)

2. Hawai’i (36%)

3. California (35%)

4. Las Vegas (31%)

5. Mexico (30%)

6. Caribbean (29%)

7. Arizona (20%)

8. Other (19%)

9. Australia (15%)

10. Florida (14%)

1. Hawai’i (34%)

2. Europe (33%)

3. Australia (26%)

4. Taiwan (23%)

5. Singapore (21%)

6. Korea (19%)

6. Guam/Saipan (19%)

7. Hong Kong (14%)

7. Thailand (14%)

8. China (9%)

9. Other (8%)

ary –All M

arkets

It's nice to have others serve/waiton me

I can spend more time with myfriends

I can spend more quality time withmy spouse/family

I seek solitude and isolation whenvacationing

Have an outdoors adventure totest my physical abilities

No schedules to meet, I can dowhat I want, when I want

I can do fun recreational activities

Japan Canada Western U.S. Eastern U.S.

REASONS FOR TAKING A LEISURE VACATION ANYWHERE (% TOP 2 BOX)

ACTIVITY

INDEPENDENT

RECONNECT

ary –All M

arkets

Travel is an important part of mylife

I feel alive and energetic when Itravel

Vacations enrich my perspectiveon life

Renews my mind, body and soul

It's a great chance to relax, get ridof stress

I gain knowledge of history orother cultures

I like to experience authentic localculture

I like to learn new things

I can see and do new things, havenew/different experiences

REASONS FOR TAKING A LEISURE VACATION ANYWHERE (CONT.) (% TOP 2 BOX)

EXPERIENCE/LEARN

REVITALIZE

ary –All M

arkets

There are always opportunities to discover newactivities and experiences that make you want to…

It provides a sense of relaxation, a place to unwind andget re-energized

It is a great place to get away from it all

It offers a different experience than other places

It's a good value for the money

ATTRIBUTES IMPORTANT IN CHOOSING A DESTINATION (% TOP 2 BOX)

* Only asked of the Japanese Market

ary –All M

arkets

It is a great place for shopping*

It is easy to communicate in my native language*

It is romantic

It's a good place for family and children

ATTRIBUTES IMPORTANT IN CHOOSING A DESTINATION (CONT.) (% TOP 2 BOX)

ary –All M

arkets

It offers a different experience thanother places

It has a variety of unique experiencesand activities

It is a great place to get away from itall

It has unique scenery unlike anywhereelse

It is romantic

It provides a sense of relaxation, aplace to unwind and get re-energized

HAWAI’I PERFORMANCE ON ATTRIBUTES IMPORTANT IN CHOOSING A DESTINATION (% TOP 2 BOX)

ary –All M

arkets

It is a great place for shopping*

It is easy to communicate in my native language*

There are many historic and cultural things to seeand do

There are always opportunities to discover newactivities and experiences that make you want to…

HAWAI’I PERFORMANCE ON ATTRIBUTES IMPORTANT IN CHOOSING A DESTINATION (CONT.) (% TOP 2 BOX)

ary –All M

arkets

Destination for cruise ships

Local eateries and local specialty items

Golfing

Family-friendly activities

Authentic native culture

State/National parks and beaches

Recreational activities, including watersports, zip lining, snorkeling, hiking, biking,etc.)

Relaxation and romance

IMPRESSION OF HAWAI’I (% TOP 2 BOX)

ary –All M

arkets

A variety of places to stay that fit any budget

Celebrity sightings/places that celebrities visit

Place to see where movies and televisionshows were/are filmed

Shopping

Top restaurants/celebrity chefs/fine dining

Special events/festivals that occurthroughout the year

Performing and cultural arts

Historic/cultural sites, museums

IMPRESSION OF HAWAI’I (CONT.) (% TOP 2 BOX)

ary –All M

arkets

50%48%

52%50%

VisitedPast 36 Months

Visited Past 12 Months

(% Visited Past 36 Mo.)

Plan to VisitNext 24 Months

Plan to VisitNext 12 Months

(% Plan Next 24 Mo.)

HAWAI’I VISITATION FREQUENCY

ary –All M

arkets

39% 38%

22%20%

43%40%

O'ahu Hawai'i Maui Kaua'i Moloka'i Lana'i Don't know yet

PLANNED VISITATION TO ISLANDS OF HAWAI’I (AMONG THOSE PLANNING TO VISIT IN NEXT 24 MONTHS)

ary –All M

arkets

24%22%

14%10%

7% 7%3%

19%16%

13%11%

7% 6%3%

7% 7% 6%4% 3%

Hotel Condo Bed &Breakfast

Family/friendhome

Timeshare Cruise ship Rental house Other

PLANNED ACCOMMODATIONS (AMONG THOSE PLANNING TO VISIT HAWAI’I IN NEXT 24 MONTHS)

ary –All M

arkets

Hawai'i is too congested

Health/other personal reasons

Shopping in Hawai'i is not a good value

I don't have enough time to travel to Hawai'i

Been to Hawai'i before, I wished to try another destination

Flight to Hawai'i is too long

Better value at another destination

Price of the vacation package

Price of the hotel

Price of the airfare

REASONS FOR NOT VISITING HAWAI’I (AMONG THOSE CONSIDERING, BUT NOT PLANNING TO VISIT)

Note: Sample sizes for this question are very small; use data with proper caution

ary –All M

arkets

Family/frineds/co-workers said not to go*

Hawai'i is not a popular destination*

The exchange rate is unfavorable*

Too difficult to visit islands other than O'ahu*

Accommodations were not available

Cancelled trip and will stay at home

Cancelled planned trip and will go to an alternative destinationinstead

Not enough activities in Hawai'i that interest me

Job/Employment instability

REASONS FOR NOT VISITING HAWAI’I (CONT.) (AMONG THOSE CONSIDERING, BUT NOT PLANNING TO VISIT)

* Only asked of the Japanese MarketNote: Sample sizes for this question are very small; use data with proper caution

ary –All M

arkets2.42

AVERAGE LIFETIME VISITS TO HAWAI’I (AMONG THOSE VISITING 1+ TIMES)

ary –All M

arkets

I have friends or family there

It's familiar and I know my way around

Food and dining options

It is safe

I love to experience the culture

Beaches are great

Always great weather

It has stunning natural beauty

REASONS FOR RETURNING TO HAWAI’I (AMONG THOSE VISITING HAWAI’I 2+ TIMES)

ary –All M

arkets

Heard about new things to do since my last visit

It is a tradition. I always visit Hawai'i

I have noticed there are more flights from cities closer to my home

To participate in an event or a festival

Many of the hotels and timeshares have been recentlyrenovated/refreshed

I find that Hawai'i is a great value

I spent my honeymoon there

Feels like coming home again

REASONS FOR RETURNING TO HAWAI’I (CONT.) (AMONG THOSE VISITING HAWAI’I 2+ TIMES)

ary –All M

arkets

11% 12%

20%22%

25%22%

2014 (as of NOV) 2013 Prior to 2013 Don't Remember

YEAR LAST VISITED HAWAI’I

ary –All M

arkets

29%28%

Winter Spring Summer Fall

SEASON LAST VISITED HAWAI’I

ary –All M

arkets

AVERAGE NUMBER OF NIGHTS IN HAWAI’I (AMONG THOSE STAYING 1+ NIGHTS ON MOST RECENT TRIP)

ary –All M

arkets

29% 25% 29% 32%

32% 35%32% 24%

16% 19% 18%

12% 11% 10%

9% 9% 10%19%

3% 1% 1% 1%

AVERAGE SPENDING IN HAWAI’I (MOST RECENT TRIP – U.S. $)

$4,083 $3,535 $4,114 $4,788OtherShopping

Entertain./Activities

Lodging

Transportation

ary –All M

arkets

3.353.05

AVERAGE TRAVEL PARTY SIZE (MOST RECENT TRIP)

ary –All M

arkets68% 72%

55% 56%

HAWAI’I EXCELLENT RATING (% TOP 2 BOX; MEAN)

6.897.09

6.56 6.55

ary –All M

arkets

40%33% 38%

36%38%

21%27%

18%23%

9% 11% 8%

LIKELIHOOD OF RETURNING TO HAWAI’I IN NEXT 24 MONTHS (%; MEAN)

2.27 3.00 2.84 3.03

Not At All Likely (1)

Not Too Likely (2)

Somewhat Likely (3)

Very Likely (4)

EASTERN U.S. MARKET

Eastern U.S. M

11%12%

18-24 25-34 35-44 45-49 50-54 55-64 65+

44.8Average Age

DEMOGRAPHICS – AGE

QS3. Which of the following categories includes your age?

Eastern U.S. M

Total Eastern Learning PleasingEnvironment

Romantic Family Culinary

DEMOGRAPHICS – MEDIAN AGE (YEARS)

QS3. Which of the following categories includes your age?Note: Inclusion in segments are based on specific criteria. See introduction for explanation

Eastern U.S. M

$75,000- $99,000 $100,000-$124,999

$125,000-$149,999

$150,000-$174,999

$175,000-$199,999

$200,000+

$140,000Average Income

DEMOGRAPHICS - INCOME

QS4. Which of the following categories includes your total household income in U.S. dollars?

Eastern U.S. M

arket$117

DEMOGRAPHICS – MEDIAN INCOME (000)

Eastern U.S. M

32% 32%

1 2 3 4 5 More than 5

2.52Average # of Trips

Past 24 Months Compared to Previous 24 Months

24% More

63% Same

13% Less

DEMOGRAPHICS – LONG DISTANCE OVERNIGHT TRIPS IN PAST 12 MONTHS

Q1. How many overnight leisure trips of 500 miles or more have you taken by air in the past 12 months?Q2. How does the number of overnight leisure trips you took by air in the past 12 months differ from the number of trips you took during the previous 12 months?

Eastern U.S. M

1.59 1.59

DEMOGRAPHICS – MEDIAN NUMBER OF LONG DISTANCE OVERNIGHT TRIPS IN PAST 12 MONTHS

Eastern U.S. M

No Trip Considered

Other Europe

Germany

Puerto Rico

Switzerland

France

Costa Rica

Mexico

Hawai'i

United Kingdom

Las Vegas

California

Caribbean

Florida

DESTINATION CONSIDERATION FOR NEXT LEISURE VACATION

Q3. Please indicate which of the following destinations you are considering for your next leisure vacation, including those that you might visit on a cruise.

Eastern U.S. M

65%73%74%

77%84%

55%65%

68%82%

34%40%

27%29%

Travel is an important part of my lifeI feel alive and energetic when I travel

Vacations enrich my perspective on lifeRenews my mind, body and soul

It's a great chance to relax, get rid of stress

I gain knowledge of history or other culturesI like to experience authentic local culture

I like to learn new thingsI can see and do new things, have new/different experiences

It's nice to have others serve/wait on meI can spend more time with my friends

I can spend more quality time with my spouse/family

I seek solitude and isolation when vacationingHave an outdoors adventure to test my physical abilitiesNo schedules to meet, I can do what I want, when I want

INDEPENDENT

RECONNECT

ACTIVITY

EXPERIENCE/LEARN

REVITALIZE

REASONS FOR TAKING A LEISURE VACATION (% TOP 2 BOX; MEAN)

Q4. Please indicate how important each of the following reasons is to you for taking a vacation (1=Not at all Important; 5=Extremely Important)

= 4.2= 4.1

= 4.0= 4.0

= 2.9= 3.2= 4.1

= 2.8= 2.7

Eastern U.S. M

It is romantic

There are always opportunities to discover new activities…

It provides a sense of relaxation, a place to unwind and get re-…

ATTRIBUTES IMPORTANT IN CHOOSING A DESTINATION (% TOP 2 BOX; MEAN)

Q5. Please indicate how important each of the following attributes is to you when selecting a leisure destination (1=Not at all Important; 5=Extremely Important)

Eastern U.S. M

It is romantic

There are always opportunities to discover new…

It provides a sense of relaxation, a place to unwind and…

Importance of Attribute (% Top 2 Box) % Stating Attribute Applies to Hawai'i

ATTRIBUTES IMPORTANT IN CHOOSING A DESTINATION

Q5. Please indicate how important each of the following attributes is to you when selecting a leisure destination (1=Not at all Important; 5=Extremely Important)Q6. In your opinion, for each attribute, please select the destination(s) to which it applies.

Attributes Listed in Order of Importance (% Top 2 Box)Base - Total Eastern based on total respondents; segments based on respondents included in each segment only – respondents may be included in multiple segments.

Total Eastern Learning Pls. Envi-

ronment Romantic Family Culinary

It is a safe and secure place Important in choosing Any destination 79% 79% 84% 80% 78% 76%

% Stating Attribute Applies to Hawai’i 50% 77% 72% 63% 78% 73%

It's a good value for the money Important in choosing Any destination 77% 83% 81% 82% 80% 83%

It offers a different experience than other places Important in choosing Any destination 76% 80% 80% 81% 84% 81%

% Stating Attribute Applies to Hawai’i 42% 79% 57% 55% 70% 65%It has a variety of unique experiences and activities

Important in choosing Any destination 74% 76% 77% 77% 74% 76%

It is a great place to get away from it all Important in choosing Any destination 73% 73% 74% 75% 69% 75%

% Stating Attribute Applies to Hawai’i 55% 82% 80% 70% 79% 77%It provides a sense of relaxation, a place to unwind and get re-energized

It has unique scenery unlike anywhere else Important in choosing Any destination 70% 79% 78% 77% 77% 75%

% Stating Attribute Applies to Hawai’i 62% 93% 77% 73% 85% 83%There are always opportunities to discover new activities and experiences that make you want to return again and again

The environment is clean Important in choosing Any destination 67% 67% 70% 66% 66% 65%

ATTRIBUTES IMPORTANT IN CHOOSING A DESTINATION – SEGMENT COMPARISONS

Eastern U.S. M

Total Eastern Learning Pls. Envi-

Offers authentic experiences Important in choosing Any destination 66% 75% 68% 69% 74% 76%

The local people are friendly Important in choosing Any destination 64% 68% 68% 65% 61% 64%

The history and culture are intriguing Important in choosing Any destination 60% 69% 63% 62% 74% 66%

% Stating Attribute Applies to Hawai’i 35% 72% 48% 44% 54% 61%There are many historic and cultural things to see and do

It is easy to navigate and get around Important in choosing Any destination 59% 59% 61% 61% 52% 57%

It offers quality culinary and dining experiences Important in choosing Any destination 56% 55% 55% 55% 54% 61%

It is easy to get there Important in choosing Any destination 49% 46% 49% 49% 43% 46%

It's a good place for family and children Important in choosing Any destination 44% 43% 41% 41% 44% 38%

It is romantic Important in choosing Any destination 38% 35% 39% 39% 36% 35%

ATTRIBUTES IMPORTANT IN CHOOSING A DESTINATION – SEGMENT COMPARISONS (CONT.)

Eastern U.S. M

Europe, 64%

Europe, 12%

Europe, 30%

Las Vegas, 34%

Las Vegas, 27%

Las Vegas, 25%

Caribbean, 32%

Caribbean, 27%

Caribbean, 22%

Mexico, 28%

Mexico, 33%

Mexico, 6%

California, 16%

California, 20%

California, 51%

Puerto Rico, 30%

Puerto Rico, 17%

Puerto Rico, 12%

Costa Rica, 37%

Costa Rica, 21%

Costa Rica, 16%

Florida, 17%

Florida, 47%

Florida, 59%

Hawai'i, 42%

Hawai'i, 7%

Hawai'i, 50%

It offers a different experiencethan other places

DESTINATION ATTRIBUTES – COMPETITIVE COMPARISONS (ATTRIBUTES LISTED IN RANK ORDER OF IMPORTANCE)

Q6. In your opinion, for each attribute, please select the destination(s) to which it applies.

Eastern U.S. M

Europe, 23%

Europe, 29%

Europe, 69%

Las Vegas, 10%

Las Vegas, 21%

Las Vegas, 35%

Caribbean, 66%

Caribbean, 57%

Caribbean, 43%

Mexico, 31%

Mexico, 28%

Mexico, 37%

California, 29%

California, 24%

California, 38%

Puerto Rico, 32%

Puerto Rico, 28%

Puerto Rico, 29%

Costa Rica, 38%

Costa Rica, 37%

Costa Rica, 41%

Florida, 46%

Florida, 37%

Florida, 36%

Hawai'i, 66%

Hawai'i, 55%

Hawai'i, 50%

It provides a sense of relaxation, aplace to unwind and getreenergized

It is a great place to get away fromit all

It has a variety of uniqueexperiences and activities

DESTINATION ATTRIBUTES – COMPETITIVE COMPARISONS (CONT.) (ATTRIBUTES LISTED IN RANK ORDER OF IMPORTANCE)

Eastern U.S. M

Europe, 28%

Europe, 56%

Europe, 55%

Las Vegas, 19%

Las Vegas, 29%

Las Vegas, 15%

Caribbean, 30%

Caribbean, 35%

Caribbean, 47%

Mexico, 12%

Mexico, 30%

Mexico, 27%

California, 36%

California, 38%

California, 32%

Puerto Rico, 12%

Puerto Rico, 20%

Puerto Rico, 25%

Costa Rica, 23%

Costa Rica, 28%

Costa Rica, 42%

Florida, 46%

Florida, 28%

Florida, 12%

Hawai'i, 58%

Hawai'i, 39%

Hawai'i, 62%

There are always opportunitiesto discover new activities andexperiences that make youwant to return again and again

It has unique scenery unlikeanywhere else

Eastern U.S. M

Europe, 73%

Europe, 25%

Europe, 60%

Las Vegas, 4%

Las Vegas, 12%

Las Vegas, 19%

Caribbean, 26%

Caribbean, 44%

Caribbean, 38%

Mexico, 39%

Mexico, 26%

Mexico, 41%

California, 18%

California, 27%

California, 23%

Puerto Rico, 26%

Puerto Rico, 34%

Costa Rica, 29%

Costa Rica, 31%

Costa Rica, 39%

Florida, 8%

Florida, 40%

Florida, 19%

Hawai'i, 35%

Hawai'i, 41%

Hawai'i, 42%

The history and culture areintriguing

Eastern U.S. M

Europe, 65%

Europe, 72%

Europe, 24%

Las Vegas, 41%

Las Vegas, 6%

Las Vegas, 39%

Caribbean, 34%

Caribbean, 28%

Caribbean, 15%

Mexico, 29%

Mexico, 44%

Mexico, 9%

California, 45%

California, 24%

California, 41%

Puerto Rico, 21%

Puerto Rico, 28%

Puerto Rico, 12%

Costa Rica, 27%

Costa Rica, 30%

Costa Rica, 11%

Florida, 30%

Florida, 16%

Florida, 63%

Hawai'i, 35%

Hawai'i, 29%

It offers quality culinary anddining experiences

There are many historic andcultural things to see and do

It is easy to navigate and getaround

Eastern U.S. M

Europe, 50%

Europe, 20%

Europe, 17%

Las Vegas, 8%

Las Vegas, 6%

Las Vegas, 47%

Caribbean, 49%

Caribbean, 24%

Caribbean, 30%

Mexico, 18%

Mexico, 11%

Mexico, 28%

California, 20%

California, 44%

California, 50%

Puerto Rico, 16%

Puerto Rico, 10%

Puerto Rico, 25%

Costa Rica, 23%

Costa Rica, 9%

Costa Rica, 12%

Florida, 12%

Florida, 75%

Hawai'i, 64%

Hawai'i, 35%

Hawai'i, 12%

It is romantic

It's a good place for family andchildren

Attributes Listed in Order of Importance(% Top 2 Box) Hawaii Florida Costa

RicaPuerto

RicoCalifor-

nia Mexico Carib-bean

Las Vegas Europe

It is a safe and secure place 50% 9 -34 -38 1 -44 -28 -25 -20

It's a good value for the money 7% 40 14 10 13 26 20 20 5

It offers a different experience than other places 42% -25 -5 -12 -26 -14 -10 -8 22

It has a variety of unique experiences and activities 50% -14 -9 -21 -12 -13 -7 -15 19

It is a great place to get away from it all 55% -18 -18 -27 -31 -27 2 -34 -26

It provides a sense of relaxation, a place to unwind and get re-energized 66% -20 -28 -34 -37 -35 0 -56 -43

It has unique scenery unlike anywhere else 62% -50 -20 -37 -30 -35 -15 -47 -7There are always opportunities to discover new activitiesand experiences that make you want to return again and again

39% -11 -11 -19 -1 -9 -4 -10 17

The environment is clean 58% -12 -35 -46 -22 -46 -28 -39 -30

Offers authentic experiences 42% -23 -3 -8 -19 -1 -4 -23 18

The local people are friendly 41% -1 -10 -15 -14 -15 3 -29 -16

The history and culture are intriguing 35% -27 -6 -9 -17 4 -9 -31 38

It is easy to navigate and get around 29% 34 -18 -17 12 -20 -14 10 -5

There are many historic and cultural things to see and do 35% -19 -5 -7 -11 9 -7 -29 37

It offers quality culinary and dining experiences 35% -5 -8 -14 10 -6 -1 6 30

It is easy to get there 12% 63 0 13 38 16 18 35 5

It's a good place for family and children 35% 40 -26 -25 9 -24 -11 -29 -15

It is romantic 64% -52 -41 -48 -44 -46 -15 -56 -14

DESTINATION ATTRIBUTES – COMPETITIVE COMPARISONS (% POINT DIFFERENCE FROM HAWAI’I; RED = HAWAI’I DELIVERS BETTER)

Eastern U.S. M

Place to see where movies and television shows…

Shopping

Special events/festivals that occur throughout the year

Golfing

Recreational activities, including water sports, zip lining,…

IMPRESSION OF HAWAI’I (% RATING TOP 2 BOX; MEAN)

Q7. Please indicate your impression of how well Hawai’i delivers on each of the attributes listed using a scale of 1 (Does Not Deliver at All) to 5 (Delivers Extremely Well).

Eastern U.S. M

Culinary, 82%

Culinary, 93%

Culinary, 97%

Culinary, 93%

Family, 81%

Family, 95%

Family, 97%

Family, 95%

Romantic, 79%

Romantic, 88%

Romantic, 90%

Romantic, 92%

Pls. Environment, 79%

Learning, 86%

Learning, 97%

Learning, 96%

Total Eastern, 78%

Total Eastern, 86%

Total Eastern, 89%

Total Eastern, 90%

State/National parks andbeaches

Recreational activities,including water sports, ziplining, snorkeling, hiking,biking, etc.)

IMPRESSION OF HAWAI’I BY SEGMENT (% RATING TOP 2 BOX)

Eastern U.S. M

Culinary, 80%

Culinary, 79%

Culinary, 84%

Family, 78%

Family, 81%

Family, 91%

Romantic, 73%

Romantic, 69%

Romantic, 75%

Romantic, 76%

Learning, 79%

Learning, 77%

Learning, 79%

Learning, 87%

Total Eastern, 70%

Total Eastern, 71%

Total Eastern, 72%

Total Eastern, 75%

Destination for curise ships

Local eateries and localspecialty items

Golfing

IMPRESSION OF HAWAI’I BY SEGMENT (CONT.) (% RATING TOP 2 BOX)

Eastern U.S. M

Culinary, 73%

Culinary, 78%

Culinary, 79%

Culinary, 83%

Family, 69%

Family, 76%

Family, 77%

Family, 76%

Romantic, 61%

Romantic, 64%

Romantic, 70%

Romantic, 72%

Learning, 74%

Learning, 75%

Learning, 78%

Learning, 83%

Total Eastern, 60%

Total Eastern, 64%

Total Eastern, 65%

Total Eastern, 68%

Top restaurants/celebritychefs/fine dining

Special events/festivals thatoccur throughout the year

Historic/cultural sites,museums

Eastern U.S. M

Culinary, 38%

Culinary, 34%

Culinary, 44%

Culinary, 57%

Family, 46%

Family, 36%

Family, 49%

Family, 62%

Romantic, 31%

Romantic, 36%

Romantic, 46%

Romantic, 53%

Learning, 36%

Learning, 35%

Learning, 48%

Learning, 57%

Total Eastern, 34%

Total Eastern, 35%

Total Eastern, 46%

Total Eastern, 54%

A variety of places to staythat fit any budget

Celebrity sightings/placesthat celebrities visit

Place to see where moviesand television showswere/are filmed

Shopping

Eastern U.S. M

19% 19%

20%22%

28%26%

VISITED PAST 36 MONTHS VISITED PAST 12 MONTHS(% VISITED IN PAST 36 MONTHS)

Plan to Visit in next 24 Months

HAWAI’I VISITATION BY SEGMENT

Q8A. Please indicate whether or not you visited each of the following destination for leisure within the past 3 years.Q8B. Please indicate whether or not you visited each of the following destinations for leisure within the past 12 months.Q9A. Please tell us for each of the following destinations whether or not you plan to visit them for leisure in the next 24 months.63

Eastern U.S. M

52%50%

52%56%

46%49%

HAWAI'I California Canada Caribbean Costa Rica Europe Florida Las Vegas Mexico PuertoRico

VISITATION - COMPETITIVE DESTINATIONS

Q8A. Please indicate whether or not you visited each of the following destination for leisure within the past 3 years.Q8B. Please indicate whether or not you visited each of the following destinations for leisure within the past 12 months.

Eastern U.S. M

64%66%

59%55%

HAWAI'I California Canada Caribbean Costa Rica Europe Florida Las Vegas Mexico PuertoRico

PLAN TO VISIT IN NEXT 24 MONTHS PLAN TO VISIT IN NEXT 12 MONTHS(% PLANNING IN NEXT 24 MONTHS)

PLANNED VISITATION - COMPETITIVE DESTINATIONS

Q9A. Please tell us for each of the following destination whether or not you plan to visit them for leisure within the next 24 months. (confirm visitation in 2016)Q9B. Please tell us for each of the following destinations whether or not you plan to visit them for leisure within the next 12 months.

Eastern U.S. M

Maui O'ahu Hawai'i Kaua'i Lana'i Moloka'i Don't know yet

Q9C. You indicated that you are planning to visit Hawai’i in the next 24 months. Which island do you plan to visit?

Eastern U.S. M

24%22%

14%10%

7% 7%3%

Hotel Timeshare Condo Rental houseBed & BreakfastFamily/friend homeCruise ship Other

Q9D. You indicated that you are planning to visit Hawai’i in the next 24 months. What type of accommodation do you plan to stay in?

Eastern U.S. M

Cancelled planned trip and will go to an alternative…

Price of the hotel

REASONS FOR NOT VISITING HAWAI’I (AMONG THOSE CONSIDERING, BUT NOT PLANNING TO VISIT )

Q10. Earlier you indicated that you had considered Hawai’i for a leisure vacation, but are not intending to visit in the next 24 months. Which of the following reasons explains why you considered, but are not intending to visit Hawai’i in the next 24 months?Note: Segment sample sizes for this question were too small to report segments separately.68

Eastern U.S. M

1 Time 2 Times 3-4 Times 5-9 Times 10+ Times Never Visited

LIFETIME VISITS TO HAWAI’I

Q11. How many times have you visited Hawai’i in your lifetime?

2.42Average Number of

Lifetime Trips to Hawai’i(among those visiting 1+ times)

Eastern U.S. M

I have noticed there are more flights from cities…

Many of the hotels and timeshares have been…

It is safe

Beaches are great

Q12. Which of the following reasons best explains why you keep returning to Hawai’i?

Eastern U.S. M

Culinary, 58%

Culinary, 76%

Culinary, 89%

Culinary, 90%

Family, 53%

Family, 71%

Family, 79%

Romantic, 47%

Romantic, 66%

Romantic, 80%

Romantic, 84%

Learning, 56%

Learning, 85%

Learning, 86%

Total Eastern, 45%

Total Eastern, 61%

Total Eastern, 74%

Total Eastern, 76%

I love to experience theculture

Beaches are great

It has stunning naturalbeauty

REASONS FOR RETURNING TO HAWAI’I – SEGMENT COMPARISONS (REASONS LISTED IN RANK ORDER FOR TOTAL)

Eastern U.S. M

Culinary, 11%

Culinary, 26%

Culinary, 38%

Culinary, 51%

Family, 11%

Family, 31%

Family, 37%

Family, 59%

Romantic, 9%

Romantic, 22%

Romantic, 28%

Romantic, 43%

Learning, 13%

Learning, 30%

Learning, 37%

Learning, 53%

Total Eastern, 13%

Total Eastern, 25%

Total Eastern, 27%

Total Eastern, 45%

It's familiar and I know myway around

It is safe

REASONS FOR RETURNING TO HAWAI’I – SEGMENT COMPARISONS (CONT.) (REASONS LISTED IN RANK ORDER FOR TOTAL)

Eastern U.S. M

Culinary, 6%

Culinary, 9%

Culinary, 8%

Culinary, 14%

Family, 6%

Family, 9%

Family, 11%

Family, 18%

Romantic, 6%

Romantic, 11%

Romantic, 10%

Learning, 9%

Learning, 11%

Learning, 9%

Learning, 18%

Total Eastern, 8%

Total Eastern, 9%

Total Eastern, 10%

Total Eastern, 11%

Many of the hotels andtimeshares have beenrenovated/refreshed

I find that Hawai'i is a greatvalue

Eastern U.S. M

Culinary, 4%

Culinary, 5%

Culinary, 1%

Culinary, 4%

Family, 6%

Family, 8%

Family, 4%

Romantic, 2%

Romantic, 3%

Romantic, 6%

Learning, 4%

Learning, 8%

Learning, 3%

Learning, 4%

Total Eastern, 5%

Total Eastern, 6%

Total Eastern, 7%

Heard about new things to dosince my last visit

It is a tradition. I always visitHawai'i

I have noticed there are moreflights from cities closer tomy home

To participate in an event ora festival

Eastern U.S. M

11%12%

2014 (as of NOV) 2013 2012 2009-2011 2004-2008 2003 or Earlier Don't Remember

Q13. What was the month and year of your last visit to Hawai’i?

Eastern U.S. M

12%11%

7%6% 6%

DEC JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DK

MONTH LAST VISITED HAWAI’I

Eastern U.S. M

12% 12%

3% 2% 1%

O'ahu Maui Kaua'i Hawai'i (Kona/Kohala Coast)

Hawai'i(Hilo area)

Moloka'i Lana'iSPRI

ISLANDS’ SHARE OF NIGHTS IN HAWAI’I

Q14. How many nights did you stay on each island during your most recent trip to Hawai’i?

8.7Average Number of Nights

in State of Hawai’i

Eastern U.S. M

5.565.10

4.76 4.65

State ofHawai'i

O'ahu Moloka'i Maui Hawai'i(Kona/Kohala

Coast)

Hawai'i(Hilo area)

Kaua'i Lana'iSPRI

NIGHTS IN HAWAI’I

(AVERAGE AMONG THOSE STAYING AT LEAST 1+ NIGHT IN STATE OR ON ISLAND )

Eastern U.S. M

29% 31% 30% 30% 28% 29%

32% 31% 31% 31% 33% 30%

16% 16% 16% 16% 16% 16%

12% 12% 12% 13% 12% 13%

9% 8% 8% 8% 8% 9%3% 2% 3% 2% 3% 3%

$4,083 $4,835$4,666$3,887$4,289$4,953Other

Shopping

Lodging

Transportation

AVERAGE SPENDING IN HAWAI’I

Q15. Thinking about your most recent trip to Hawai’i, please estimate how much money your travel party spend in each of the categories listed below. Please type in the U.S. dollar amount in the space provided for each category. If you spend nothing in a particular category, type in ‘0’.

Eastern U.S. M

5% 6% 5% 5% 3% 2%

46%54%

44% 46% 54% 51%

4% 4%2% 7%

23%16%

26%28% 23% 22%

22% 19% 21% 17% 19% 17%

3.87 3.733.533.783.763.48

Families (includes kids)

3+ Adults

2 Adults (M/M; F/F)

Couples (M/F)

1 Adult

TRAVEL PARTY SIZE (AVERAGE AND SHARE)

Q16. Including yourself, how many people were in your travel party on your most recent leisure trip to Hawai’i?

Eastern U.S. M

68%78% 74% 75% 79% 76%

7.127.167.107.08

Q17. Overall, how would you rate your most recent trip to Hawai’i? (8 point scale where 1 is Poor and 8 is Excellent)

Eastern U.S. M

11% 15% 13% 10%16% 11%

27%30%

28% 30%30%

38%36%

38% 39%36% 40%

23% 19% 21% 21% 17% 16%

2.27 2.42 2.33 2.28 2.45 2.39

Not Too Likely (2)

Somewhat Likely (3)

Very Likely (4)

LIKELIHOOD OF RETURNING TO HAWAI’I IN NEXT 24 MONTHS (AVERAGE AND SHARE)

Q18. In the next 24 months, how likely are you to take a vacation or pleasure trip to Hawai’i?

WESTERN U.S. MARKET

Western U

.S. Market

17%16%

10% 10%

18-24 25-34 35-44 45-49 50-54 55-64 65+

43.7Average Age

Western U

.S. Market

43.243.5

Total Western Learning PleasingEnvironment

Western U

.S. Market

14%13%

$75,000- $99,000 $100,000-$124,999

$125,000-$149,999

$150,000-$174,999

$175,000-$199,999

$200,000+

Western U

.S. Market

$124 $125

Western U

.S. Market

1 2 3 4 5 More than 5

17% More

60% Same

23% Less

Western U

.S. Market

1.53 1.50

Western U

.S. Market

No Trip Considered

Switzerland

Costa Rica

Germany

Mexico

United Kingdom

France

Caribbean

Australia

Alaska

Las Vegas

Other Europe

Hawai'i

Western U

.S. Market

77%80%81%81%82%

78%79%80%

39%53%

28%41%

Travel is an important part of my lifeI feel alive and energetic when I travel

Vacations enrich my perspective on lifeIt's a great chance to relax, get rid of stress

It's nice to have others serve/wait on meI can spend more time with my friends

INDEPENDENT

RECONNECT

ACTIVITY

EXPERIENCE/LEARN

REVITALIZE

= 4.3= 4.3

= 4.2= 4.1

= 3.1= 3.5= 4.3

= 2.9= 3.1

Western U

.S. Market

It is romantic

Western U

.S. Market

It is romantic

Total Western Learning Pls. Envi-

% Stating Attribute Applies to Hawai’i 60% 88% 74% 76% 78% 89%It provides a sense of relaxation, a place to unwind and get re-energized

Western U

.S. Market

Total Western Learning Pls. Envi-

Western U

.S. Market

Western U

.S. Market

Alaska, 60%

Alaska, 56%

Alaska, 53%

Costa Rica, 43%

Costa Rica, 45%

Costa Rica, 15%

Australia, 52%

Australia, 57%

Australia, 49%

Mexico, 34%

Mexico, 49%

Mexico, 6%

Caribbean, 34%

Caribbean, 41%

Caribbean, 22%

Las Vegas, 38%

Las Vegas, 41%

Las Vegas, 24%

Europe, 67%

Europe, 6%

Europe, 41%

Hawai'i, 51%

Hawai'i, 58%

Hawai'i, 67%

Western U

.S. Market

Alaska, 35%

Alaska, 38%

Alaska, 41%

Costa Rica, 40%

Costa Rica, 42%

Costa Rica, 38%

Australia, 34%

Australia, 29%

Australia, 43%

Mexico, 44%

Mexico, 40%

Mexico, 38%

Caribbean, 47%

Caribbean, 39%

Caribbean, 30%

Las Vegas, 15%

Europe, 21%

Europe, 33%

Europe, 74%

Hawai'i, 72%

Hawai'i, 68%

Hawai'i, 56%

It provides a sense ofrelaxation, a place to unwindand get re-energized

It is a great place to get awayfrom it all

Western U

.S. Market

Alaska, 30%

Alaska, 38%

Alaska, 59%

Costa Rica, 30%

Costa Rica, 35%

Costa Rica, 41%

Australia, 36%

Australia, 39%

Australia, 48%

Mexico, 42%

Mexico, 26%

Mexico, 23%

Caribbean, 23%

Caribbean, 28%

Caribbean, 30%

Las Vegas, 6%

Las Vegas, 14%

Europe, 74%

Europe, 31%

Europe, 54%

Hawai'i, 43%

Hawai'i, 60%

Western U

.S. Market

Alaska, 51%

Alaska, 36%

Alaska, 15%

Costa Rica, 32%

Costa Rica, 30%

Costa Rica, 23%

Australia, 51%

Australia, 38%

Australia, 8%

Mexico, 24%

Mexico, 48%

Mexico, 49%

Caribbean, 38%

Caribbean, 30%

Caribbean, 16%

Las Vegas, 22%

Las Vegas, 6%

Las Vegas, 29%

Europe, 67%

Europe, 76%

Europe, 24%

Hawai'i, 51%

Hawai'i, 41%

Hawai'i, 34%

There are always opportunititesto discover new activities andexperiences that make youwant to return again and again

Western U

.S. Market

Alaska, 18%

Alaska, 31%

Alaska, 54%

Costa Rica, 9%

Costa Rica, 17%

Costa Rica, 18%

Australia, 18%

Australia, 23%

Australia, 39%

Mexico, 21%

Mexico, 39%

Mexico, 8%

Caribbean, 11%

Caribbean, 33%

Caribbean, 21%

Las Vegas, 57%

Las Vegas, 59%

Las Vegas, 16%

Europe, 36%

Europe, 71%

Europe, 27%

Hawai'i, 63%

Hawai'i, 46%

Hawai'i, 67%

Q6. In your opinion, for each attribute, please select the destination(s) to which it applies.10

Western U

.S. Market

Alaska, 13%

Alaska, 31%

Alaska, 29%

Costa Rica, 30%

Costa Rica, 14%

Costa Rica, 15%

Australia, 19%

Australia, 28%

Australia, 18%

Mexico, 28%

Mexico, 22%

Mexico, 37%

Caribbean, 49%

Caribbean, 30%

Caribbean, 17%

Las Vegas, 18%

Las Vegas, 15%

Las Vegas, 68%

Costa Rica2, 54%

Costa Rica2, 25%

Costa Rica2, 18%

Hawai'i, 69%

Hawai'i, 66%

Hawai'i, 41%

It is romantic

Q6. In your opinion, for each attribute, please select the destination(s) to which it applies.10

Attributes Listed in Order of Importance(% Top 2 Box) Hawaii Alaska Costa

RicaAustra-

lia Mexico Carib-bean

Las Vegas Europe

It is a safe and secure place 67% -14 -52 -18 -61 -45 -43 -26

It has a variety of unique experiences and activities 58% -2 -13 -1 -9 -17 -17 8

It offers a different experience than other places 51% 9 -8 1 -17 -17 -13 16

Offers authentic experiences 56% -15 -18 -13 -18 -26 -41 18

It is a great place to get away from it all 68% -30 -26 -39 -28 -29 -53 -35

It provides a sense of relaxation, a place to unwind and get re-energized 72% -37 -32 -38 -28 -25 -57 -51

It has unique scenery unlike anywhere else 60% -1 -19 -12 -37 -30 -46 -6

The local people are friendly 60% -22 -25 -21 -34 -32 -46 -29

The history and culture are intriguing 43% -13 -13 -7 -1 -20 -37 31

It's a good value for the money 34% -19 -11 -26 15 -18 -5 -10

There are many historic and cultural things to see and do 41% -5 -11 -3 7 -11 -35 35

There are always opportunities to discover new activitiesand experiences that make you want to return again and again 51% 0 -19 0 -27 -13 -29 16

The environment is clean 67% -13 -49 -28 -59 -46 -51 -40

It offers quality culinary and dining experiences 46% -15 -29 -23 -7 -13 13 25

It is easy to navigate and get around 63% -45 -54 -45 -42 -52 -6 -27

It is easy to get there 41% -12 -26 -23 -4 -24 27 -23

It's a good place for family and children 66% -35 -52 -38 -44 -36 -51 -41

It is romantic 69% -56 -39 -50 -41 -20 -51 -15

Western U

.S. Market

Western U

.S. Market

Shopping

Peforming and cultural arts

Historic/cultural sites/museums

Golfing

Western U

.S. Market

Culinary, 91%

Culinary, 96%

Culinary, 97%

Culinary, 98%

Family, 88%

Family, 95%

Family, 96%

Romantic, 87%

Romantic, 93%

Romantic, 97%

Romantic, 96%

Learning, 91%

Learning, 96%

Learning, 97%

Learning, 98%

Total Western, 87%

Total Western, 91%

Total Western, 94%

Total Western, 95%

Golfing

Q7. Please indicate your impression of how well Hawai’i delivers on each of the attributes listed using a scale of 1 (Does Not Deliver at All) to 5 (Delivers Extremely Well).10

Western U

.S. Market

Culinary, 92%

Culinary, 87%

Culinary, 93%

Culinary, 96%

Family, 87%

Family, 83%

Family, 85%

Family, 94%

Romantic, 90%

Romantic, 84%

Romantic, 86%

Romantic, 94%

Learning, 94%

Learning, 91%

Learning, 97%

Total Western, 80%

Total Western, 84%

Total Western, 85%

Western U

.S. Market

Culinary, 73%

Culinary, 84%

Culinary, 83%

Culinary, 85%

Family, 66%

Family, 72%

Family, 75%

Family, 74%

Romantic, 64%

Romantic, 73%

Romantic, 76%

Romantic, 75%

Learning, 73%

Learning, 76%

Learning, 88%

Learning, 84%

Total Western, 64%

Total Western, 72%

Total Western, 75%

Western U

.S. Market

Culinary, 60%

Culinary, 47%

Culinary, 77%

Culinary, 57%

Family, 49%

Family, 46%

Family, 67%

Family, 56%

Romantic, 48%

Romantic, 68%

Romantic, 58%

Learning, 57%

Learning, 49%

Learning, 76%

Learning, 57%

Total Western, 49%

Total Western, 54%

Total Western, 58%

Total Western, 62%

Shopping

Western U

.S. Market

52%56%

63%63%67%

63% 62%64%

66% 65%

Western U

.S. Market

14% 13%

HAWAI'I Alaska Costa Rica Australia Mexico Canada Caribbean Las Vegas Europe

Q8A. Please indicate whether or not you visited each of the following destination for leisure within the past 3 years.Q8B. Please indicate whether or not you visited each of the following destinations for leisure within the past 12 months.10

Western U

.S. Market

61% 61%

73%75%

HAWAI'I Alaska Costa Rica Australia Mexico Canada Caribbean Las Vegas Europe

Q9A. Please tell us for each of the following destination whether or not you plan to visit them for leisure within the next 24 months. (confirm visitation in 2016)Q9B. Please tell us for each of the following destinations whether or not you plan to visit them for leisure within the next 12 months.11

Western U

.S. Market

39% 38%

Hawai'i Maui O'ahu Kaua'i Lana'i Moloka'i Don't know yet

Q9C. You indicated that you are planning to visit Hawai’i in the next 24 months. Which island do you plan to visit? 11

Western U

.S. Market

19%16%

Hotel Condo TimeshareFamily/friend homeRental house Cruise ship Bed & Breakfast Other

Q9D. You indicated that you are planning to visit Hawai’i in the next 24 months. What type of accommodation do you plan to stay in? 11

Western U

.S. Market

Price of the hotel

Q10. Earlier you indicated that you had considered Hawai’i for a leisure vacation, but are not intending to visit in the next 24 months. Which of the following reasons explains why you considered, but are not intending to visit Hawai’i in the next 24 months?Note: Total and Segment sample sizes for this question are very small; segments are not reported separately.11

Western U

.S. Market

Western U

.S. Market

It is safe

Beaches are great

Q12. Which of the following reasons best explains why you keep returning to Hawai’i?11

Western U

.S. Market

Culinary, 69%

Culinary, 87%

Culinary, 79%

Family, 68%

Family, 83%

Family, 84%

Family, 75%

Romantic, 66%

Romantic, 85%

Romantic, 84%

Romantic, 77%

Learning, 68%

Learning, 89%

Learning, 87%

Learning, 80%

Total Western, 55%

Total Western, 70%

Total Western, 71%

Total Western, 74%

It is safe

Beaches are great

Western U

.S. Market

Culinary, 18%

Culinary, 25%

Culinary, 62%

Culinary, 38%

Family, 20%

Family, 30%

Family, 51%

Family, 32%

Romantic, 19%

Romantic, 26%

Romantic, 49%

Romantic, 35%

Learning, 19%

Learning, 24%

Learning, 59%

Learning, 38%

Total Western, 25%

Total Western, 26%

Total Western, 38%

Western U

.S. Market

Culinary, 13%

Culinary, 20%

Culinary, 18%

Culinary, 37%

Family, 13%

Family, 19%

Family, 29%

Romantic, 13%

Romantic, 19%

Romantic, 29%

Learning, 12%

Learning, 20%

Learning, 17%

Learning, 36%

Total Western, 11%

Total Western, 16%

Total Western, 17%

Total Western, 23%

I have friends and familythere

Many of the hotels andtimeshares have beenrenovated/refreshed

Western U

.S. Market

Culinary, 5%

Culinary, 9%

Culinary, 10%

Culinary, 11%

Family, 6%

Family, 10%

Family, 13%

Romantic, 5%

Romantic, 6%

Romantic, 10%

Romantic, 13%

Learning, 5%

Learning, 7%

Learning, 11%

Learning, 12%

Total Eastern, 4%

Total Eastern, 6%

Total Eastern, 8%

Total Eastern, 11%

Western U

.S. Market

Q13. What was the month and year of your last visit to Hawai’i?12

Western U

.S. Market

6%5% 5%

Western U

.S. Market

3%1% 0%

O'ahu Maui Kaua'i Hawai'i (Kona/Kohala Coast)

Hawai'i(Hilo area)

Lana'i Moloka'iSPRI

Western U

.S. Market

5.35 5.32 5.30

2.54 2.39

State ofHawai'i

Hawai'i(Kona/Kohala

Coast)

Hawai'i(Hilo area)

Maui Kaua'i O'ahu Moloka'i Lana'iSPRI

NIGHTS IN HAWAI’I

Western U

.S. Market

25% 24% 25% 23% 25% 24%

35% 35% 36% 35% 35% 36%

19% 21% 20% 20% 20% 21%

11% 10% 10% 11% 10% 10%

9% 9% 8% 9% 9% 9%1% 1% 1% 1% 1% 1%

$3,535 $3,575$3,542$3,565$3,691$3,663

OtherShopping

Lodging

Transportation

Q15. Thinking about your most recent trip to Hawai’i, please estimate how much money your travel party spend in each of the categories listed below. Please type in the U.S. dollar amount in the space provided for each category. If you spend nothing in a particular category, type in ‘0’. 12

Western U

.S. Market

9% 7% 7% 7% 7% 8%

35% 33% 35% 37% 37% 33%

6%4% 4% 5% 5%

11%20% 13% 12%

44%33% 38% 39% 44%

3.35 3.523.353.373.383.55

3+ Adults

2 Adults (M/M; F/F)

Couples (M/F)

1 Adult

Q16. Including yourself, how many people were in your travel party on your most recent leisure trip to Hawai’i?12

Western U

.S. Market

86%78% 76% 76%

7.407.237.237.27

Q17. Overall, how would you rate your most recent trip to Hawai’i? (8 point scale where 1 is Poor and 8 is Excellent)12

Western U

.S. Market

45%50% 49%

28% 21% 23%17%

21%17% 19% 21% 19% 17%

9% 7% 8% 7% 8% 7%

3.00 3.28 3.11 3.15 3.14 3.27

Not Too Likely (2)

Somewhat Likely (3)

Very Likely (4)

Q18. In the next 24 months, how likely are you to take a vacation or pleasure trip to Hawai’i?12

JAPANESE MARKETCANADA MARKET

Canada Market

16%17%

10% 10%

18-24 25-34 35-44 45-49 50-54 55-64 65+

46.6Average Age

Canada Market46.6

Total Canadian Learning PleasingEnvironment

Canada Market

9% 8% 8%

$75,000- $99,000 $100,000-$124,999

$125,000-$149,999

$150,000-$174,999

$175,000-$199,999

$200,000+

QS4. Which of the following categories includes your total household income in Canadian dollars?

Canada Market

$108 $109

QS4. Which of the following categories includes your total household income in Canadian dollars?

Canada Market

1 2 3 4 5 More than 5

26% More

62% Same

11% Less

Canada Market1.78

1.831.74

Canada Market

No Trip Considered

Florida

Australia

Arizona

Caribbean

Mexico

Las Vegas

California

Hawai'i

Europe

Canada Market

76%76%77%79%81%

68%71%

74%79%

35%40%

23%27%

Renews my mind, body and soulI feel alive and energetic when I travel

Travel is an important part of my lifeVacations enrich my perspective on life

It's a great chance to relax, get rid of stress

I can spend more time with my friendsIt's nice to have others serve/wait on me

Have an outdoors adventure to test my physical abilitiesI seek solitude and isolation when vacationing

No schedules to meet, I can do what I want, when I want

INDEPENDENT

RECONNECT

ACTIVITY

EXPERIENCE/LEARN

REVITALIZE

= 4.1= 4.1

= 4.1= 4.0

= 3.2= 3.2= 4.0

= 2.7= 2.8

Canada Market

It is romantic

Q5. Please indicate how important each of the following attributes is to you when selecting a leisure destination (1=Not at all Important; 5=Extremely Important).

Canada Market

It is romantic

Canada Market

Total Canada Learning Pls. Envi-

It provides a sense of relaxation, a place to unwind and get re-energized

% Stating Attribute Applies to Hawai’i 62% 85% 83% 74% 83% 84%There are many historic and cultural things to see and do

Q5. Please indicate how important each of the following attributes is to you when selecting a leisure destination (1=Not at all Important; 5=Extremely Important)Q6. In your opinion, for each attribute, please select the destination(s) to which it applies.139

Canada Market

Total Canada Learning Pls. Envi-

Canada Market

Florida, 31%

Florida, 23%

Florida, 41%

Arizona, 31%

Arizona, 30%

Arizona, 50%

Australia, 46%

Australia, 7%

Australia, 58%

California, 31%

California, 24%

California, 50%

Mexico, 39%

Mexico, 54%

Mexico, 11%

Caribbean, 37%

Caribbean, 20%

Caribbean, 23%

Las Vegas, 22%

Las Vegas, 40%

Las Vegas, 36%

Europe, 36%

Europe, 15%

Europe, 40%

Hawai'i, 57%

Hawai'i, 20%

Hawai'i, 59%

Canada Market

Florida, 25%

Florida, 27%

Florida, 32%

Arizona, 26%

Arizona, 24%

Arizona, 36%

Australia, 27%

Australia, 48%

Australia, 22%

California, 31%

California, 40%

California, 33%

Mexico, 44%

Mexico, 41%

Mexico, 44%

Caribbean, 44%

Caribbean, 37%

Caribbean, 54%

Las Vegas, 28%

Las Vegas, 38%

Las Vegas, 13%

Europe, 29%

Europe, 67%

Europe, 24%

Hawai'i, 62%

Hawai'i, 54%

Hawai'i, 71%

It provides a sense ofrelaxation, a place to unwindand get re-energized

Canada Market

Florida, 8%

Florida, 34%

Florida, 13%

Arizona, 11%

Arizona, 39%

Arizona, 13%

Australia, 28%

Australia, 45%

Australia, 42%

California, 13%

California, 38%

California, 20%

Mexico, 40%

Mexico, 12%

Mexico, 28%

Caribbean, 26%

Caribbean, 30%

Las Vegas, 6%

Las Vegas, 24%

Las Vegas, 28%

Europe, 75%

Europe, 32%

Europe, 62%

Hawai'i, 33%

Hawai'i, 62%

Hawai'i, 45%

Canada Market

Florida, 25%

Florida, 5%

Florida, 16%

Arizona, 21%

Arizona, 11%

Arizona, 21%

Australia, 34%

Australia, 39%

Australia, 51%

California, 37%

California, 9%

California, 21%

Mexico, 30%

Mexico, 38%

Mexico, 45%

Caribbean, 34%

Caribbean, 27%

Caribbean, 34%

Las Vegas, 33%

Las Vegas, 4%

Las Vegas, 14%

Europe, 58%

Europe, 71%

Europe, 62%

Hawai'i, 48%

Hawai'i, 43%

Hawai'i, 45%

Canada Market

Florida, 24%

Florida, 17%

Florida, 41%

Arizona, 21%

Arizona, 36%

Arizona, 49%

Australia, 26%

Australia, 56%

Australia, 24%

California, 37%

California, 24%

California, 44%

Mexico, 28%

Mexico, 26%

Mexico, 18%

Caribbean, 29%

Caribbean, 41%

Caribbean, 14%

Las Vegas, 36%

Las Vegas, 15%

Las Vegas, 49%

Europe, 66%

Europe, 55%

Europe, 31%

Hawai'i, 41%

Hawai'i, 62%

Hawai'i, 51%

Canada Market

Florida, 7%

Florida, 64%

Florida, 41%

Arizona, 4%

Arizona, 25%

Arizona, 53%

Australia, 9%

Australia, 25%

Australia, 10%

California, 11%

California, 64%

California, 65%

Mexico, 24%

Mexico, 25%

Mexico, 49%

Caribbean, 39%

Caribbean, 24%

Caribbean, 22%

Las Vegas, 12%

Las Vegas, 10%

Las Vegas, 66%

Europe, 55%

Europe, 28%

Europe, 24%

Hawai'i, 64%

Hawai'i, 57%

Hawai'i, 46%

It is romantic

Canada Market

Attributes Listed in Order of Importance(% Top 2 Box) Hawaii Florida Arizona Austra-

liaCalif-ornia Mexico Carib-

beanLas

Vegas Europe

It is a safe and secure place 59% -18 -9 -1 -9 -48 -36 -23 -19

It's a good value for the money 20% 3 10 -13 4 34 0 20 -5

The local people are friendly 57% -26 -26 -11 -26 -18 -20 -35 -21

It provides a sense of relaxation, a place to unwind and get re-energized 71% -39 -35 -49 -38 -27 -17 -58 -47

It has a variety of unique experiences and activities 54% -27 -30 -6 -14 -13 -17 -16 13

It is a great place to get away from it all 62% -37 -36 -35 -31 -18 -18 -34 -33

It offers a different experience than other places 45% -32 -32 -3 -25 -17 -15 -17 17

The environment is clean 62% -28 -23 -17 -24 -50 -36 -38 -30

There are many historic and cultural things to see and do 33% -25 -22 -5 -20 7 -7 -27 42

Offers authentic experiences 45% -29 -24 6 -24 0 -11 -31 17

The history and culture are intriguing 43% -38 -32 -4 -34 -5 -16 -39 28

There are always opportunities to discover new activitiesand experiences that make you want to return again and again

48% -23 -27 -14 -11 -18 -14 -15 10

It is easy to navigate and get around 51% -10 -2 -27 -7 -33 -37 -2 -20

It has unique scenery unlike anywhere else 62% -45 -26 -6 -38 -36 -21 -47 -7

It offers quality culinary and dining experiences 41% -17 -20 -15 -4 -13 -12 -5 25

It is easy to get there 46% -5 7 -36 19 3 -24 20 -22

It's a good place for family and children 57% 7 -32 -32 7 -32 -33 -47 -29

It is romantic 64% -57 -60 -55 -53 -40 -25 -52 -9

Canada Market

Shopping

Golfing

Canada Market

Culinary, 89%

Culinary, 92%

Culinary, 95%

Family, 94%

Family, 91%

Family, 93%

Family, 95%

Romantic, 93%

Romantic, 88%

Romantic, 95%

Romantic, 96%

Learning, 96%

Learning, 91%

Learning, 96%

Total Canadian, 88%

Total Canadian, 89%

Total Canadian, 91%

Total Canadian, 94%

Canada Market

Culinary, 82%

Culinary, 87%

Culinary, 85%

Culinary, 84%

Family, 80%

Family, 79%

Family, 80%

Romantic, 83%

Romantic, 84%

Romantic, 82%

Learning, 88%

Learning, 91%

Learning, 85%

Learning, 83%

Total Canadian, 78%

Total Canadian, 80%

Golfing

Canada Market

Culinary, 66%

Culinary, 77%

Culinary, 78%

Culinary, 79%

Family, 62%

Family, 70%

Family, 67%

Family, 71%

Romantic, 66%

Romantic, 71%

Romantic, 73%

Romantic, 76%

Learning, 69%

Learning, 76%

Learning, 80%

Learning, 81%

Total Canadian, 64%

Total Canadian, 70%

Total Canadian, 74%

Canada Market

Culinary, 46%

Culinary, 53%

Culinary, 65%

Culinary, 76%

Family, 37%

Family, 50%

Family, 59%

Family, 61%

Romantic, 43%

Romantic, 55%

Romantic, 56%

Romantic, 65%

Learning, 51%

Learning, 59%

Learning, 60%

Learning, 73%

Total Canadian, 41%

Total Canadian, 53%

Total Canadian, 56%

Total Canadian, 63%

Shopping

Canada Market

48%51%

52% 52%

56% 55% 56%

56%53% 53%

Canada Market

40%38%

52%48%

63%66%

50%54%

HAWAI'I Florida Arizona Australia California Mexico Caribbean Las Vegas Europe

Canada Market

42%40%

49% 50%

71%69%

64%68%

HAWAI'I Florida Arizona Australia California Mexico Caribbean Las Vegas Europe

Canada Market

22%20%

Maui O'ahu Hawai'i Kaua'i Lana'i Moloka'i Don't know yet

Canada Market

13%11%

7% 6%3%

Condo Hotel Timeshare Rental house Cruise ship Bed & BreakfastFamily/friend home Other

Canada Market

Price of the hotel

Q10. Earlier you indicated that you had considered Hawai’i for a leisure vacation, but are not intending to visit in the next 24 months. Which of the following reasons explains why you considered, but are not intending to visit Hawai’i in the next 24 months?Note: Total and Segment sample sizes for this question are very small; segments are not reported separately.158

Canada Market

17%15%

16%15%

Canada Market

It is safe

Beaches are great

Canada Market

Culinary, 68%

Culinary, 76%

Culinary, 78%

Family, 74%

Family, 71%

Family, 74%

Romantic, 70%

Romantic, 71%

Romantic, 73%

Romantic, 78%

Learning, 76%

Learning, 82%

Learning, 80%

Learning, 84%

Total Canadian, 67%

Total Canadian, 70%

Total Canadian, 74%

It is safe

Beaches are great

Canada Market

Culinary, 19%

Culinary, 29%

Culinary, 37%

Culinary, 47%

Family, 27%

Family, 33%

Family, 35%

Family, 54%

Romantic, 32%

Romantic, 34%

Romantic, 42%

Romantic, 55%

Learning, 32%

Learning, 35%

Learning, 50%

Learning, 56%

Total Canadian, 28%

Total Canadian, 29%

Total Canadian, 35%

Total Canadian, 49%

Canada Market

Culinary, 15%

Culinary, 12%

Culinary, 29%

Culinary, 33%

Family, 12%

Family, 14%

Family, 21%

Family, 24%

Romantic, 19%

Romantic, 17%

Romantic, 28%

Learning, 26%

Learning, 39%

Total Canadian, 16%

Total Canadian, 24%

Total Canadian, 26%

Canada Market

Culinary, 3%

Culinary, 8%

Culinary, 10%

Culinary, 16%

Family, 2%

Family, 7%

Family, 8%

Family, 9%

Romantic, 10%

Romantic, 15%

Romantic, 14%

Romantic, 17%

Learning, 13%

Learning, 20%

Learning, 23%

Total Canadian, 9%

Total Canadian, 11%

Total Canadian, 13%

Total Canadian, 15%

Many of the hotels andtimeshares have beenrecently renovated/refreshed

Canada Market

11%9% 9%

Canada Market

Maui O'ahu Hawai'i (Kona/Kohala Coast)

Hawai'i(Hilo area)

Kaua'i Moloka'i Lana'iSPRI

Canada Market

6.51 6.50

1.771.15

State ofHawai'i

Maui Hawai'i(Kona/Kohala

Coast)

Hawai'i(Hilo area)

Kaua'i O'ahu Moloka'i Lana'iSPRI

NIGHTS IN HAWAI’I

Canada Market

29% 30% 30% 30% 31% 32%

32% 30% 34% 33% 33% 28%

18% 17%17% 17% 17%

10% 10%9% 10% 10% 11%

10% 11% 8% 9% 9% 10%1% 1% 1% 1% 1% 1%

$4,114 $4,815$4,504$4,281$4,274$4,536

OtherShopping

Lodging

Transportation

Canada Market

8% 8% 7% 7% 8% 8%

48%54%

45% 50%40%

13%20%

19%22%

21% 20% 22% 19% 24% 22%

3.05 2.713.123.023.052.75

3+ Adults

2 Adults (M/M; F/F)

Couples (M/F)

1 Adult

Canada Market

60% 62% 61%68%

6.736.836.71

Canada Market

33%40%

34% 39% 35% 39%

27%27%

29%28%

27%21%

27%25% 26% 20%

11% 10% 12% 9% 11% 13%

2.84 3.00 2.83 2.96 2.88 2.93

Not Too Likely (2)

Somewhat Likely (3)

Very Likely (4)

CANADIAN MARKETJAPAN MARKET

Japan Market

20%21%

10% 10%

18-24 25-34 35-44 45-49 50-54 55-64 65+

44.6Average Age

Japan Market

Total Japanese Learning PleasingEnvironment

Romantic Family Culinary Language

Japan Market

¥200-¥299

¥300-¥399

¥400-¥499

¥500-¥599

¥600-¥699

¥700-¥799

¥800-¥899

¥900- ¥999 ¥1,000-¥1,499

¥1,500+

¥807Average Income

QS4. Which of the following categories includes your total household income?

Japan Market

¥735¥727

Total Japanese Learning Pleasing Environment Romantic Family Culinary Language

DEMOGRAPHICS – MEDIAN INCOME

QS4. Which of the following categories includes your total household income?

Japan Market

10% 9%

1 2 3 4 5 More than 5

23% More

62% Same

15% Less

DEMOGRAPHICS – INTERNATIONAL TRIPS IN PAST 24 MONTHS

Q1. How many international leisure trips have you taken by air in the past 24 months?Q2. How does the number of overnight leisure trips you took by air in the past 24 months differ from the number of trips you took during the previous 24 months?

Japan Market

1.081.09

DEMOGRAPHICS – MEDIAN NUMBER OF INTERNATIONAL TRIPS IN PAST 24 MONTHS

Q1. How many international leisure trips have you taken in the past 24 months?Q2. How does the number of overnight leisure trips you took by air in the past 24 months differ from the number of trips you took during the previous 24 months?

Japan Market

No Trip Considered

Thailand

Hong Kong

Guam/Saipan

Singapore

Taiwan

Australia

Europe

Hawai'i

Japan Market

71%74%75%

80%84%

69%70%70%

45%57%

24%35%

I feel alive and energetic when I travelTravel is an important part of my life

Vacations enrich my perspective on lifeIt's a great chance to relax, get rid of stress

I can spend more time with my friendsIt's nice to have others serve/wait on me

INDEPENDENT

RECONNECT

ACTIVITY

EXPERIENCE/LEARN

REVITALIZE

= 4.3= 4.2

= 4.0= 4.0

= 3.4= 3.6= 4.0

= 2.7= 3.0

Japan Market

It is a great place for shopping

It is romantic

Japan Market

It is romantic

Japan Market

Total Japan

Learn-ing

Pls. En-viron-ment

Roman-tic Family Culi-

naryLan-

It has unique scenery unlike anywhere else Important in choosing Any destination 80% 86% 84% 85% 84% 82% 84%

% Stating Attribute Applies to Hawai’i 43% 83% 58% 56% 57% 58% 52%It provides a sense of relaxation, a place to unwind and get re-energized

Important in choosing Any destination 80% 88% 85% 84% 83% 81% 83%

% Stating Attribute Applies to Hawai’i 66% 91% 87% 83% 84% 83% 81%

It's a good value for the money Important in choosing Any destination 78% 87% 84% 83% 84% 83% 84%

It offers a different experience than other places Important in choosing Any destination 76% 82% 82% 80% 82% 81% 81%

It is a safe and secure place Important in choosing Any destination 76% 82% 83% 81% 83% 82% 83%

The history and culture are intriguing Important in choosing Any destination 73% 78% 79% 79% 77% 80% 77%

Offers authentic experiences Important in choosing Any destination 72% 81% 78% 79% 78% 75% 77%

The local people are friendly Important in choosing Any destination 70% 78% 75% 76% 73% 75% 74%

% Stating Attribute Applies to Hawai’i 57% 86% 79% 74% 76% 77% 74%There are many historic and cultural things to see and do

The environment is clean Important in choosing Any destination 69% 78% 74% 76% 75% 76% 75%

Japan Market

Total Japan

Learn-ing

Pls. En-viron-ment

Roman-tic Family Culi-

naryLan-

It offers quality culinary and dining experiences Important in choosing Any destination 69% 81% 75% 75% 75% 76% 72%

% Stating Attribute Applies to Hawai’i 46% 73% 61% 62% 58% 100% 57%It has a variety of unique experiences and activities

% Stating Attribute Applies to Hawai’i 42% 84% 55% 59% 51% 62% 50%There are always opportunities to discover new activities and experiences that make you want to return again and again

It is easy to navigate and get around Important in choosing Any destination 65% 74% 70% 68% 69% 71% 68%

It's a good place for family and children Important in choosing Any destination 60% 71% 67% 68% 67% 67% 63%

It is a great place to get away from it all Important in choosing Any destination 59% 68% 62% 63% 58% 56% 60%

It is easy to get there Important in choosing Any destination 58% 65% 61% 60% 60% 61% 57%

It is romantic Important in choosing Any destination 52% 67% 56% 58% 55% 57% 54%

It is a great place for shopping* Important in choosing Any destination 51% 68% 57% 57% 56% 57% 54%

It is easy to communicate in my native language* Important in choosing Any destination 42% 46% 43% 46% 40% 47% 44%

Q6. Please indicate how important each of the following attributes is to you when selecting a leisure destination (1=Not at all Important; 5=Extremely Important)Q7. In your opinion, for each attribute, please select the destination(s) to which it applies.* Included on Japan survey only185

Japan Market

Korea, 16%

Korea, 11%

Korea, 18%

Korea, 12%

Korea, 5%

Guam/Saipan, 28%

Guam/Saipan, 30%

Guam/Saipan, 26%

Guam/Saipan, 24%

Guam/Saipan, 40%

China, 24%

China, 3%

China, 12%

China, 33%

China, 6%

Australia, 43%

Australia, 40%

Australia, 38%

Australia, 47%

Australia, 41%

Hawai'i, 40%

Hawai'i, 56%

Hawai'i, 50%

Hawai'i, 43%

Hawai'i, 66%

It provides a sense ofrelaxation, a place to unwindand get reneergized

Japan Market

Korea, 4%

Korea, 16%

Korea, 11%

Korea, 13%

Korea, 18%

Guam/Saipan, 36%

Guam/Saipan, 16%

Guam/Saipan, 31%

Guam/Saipan, 28%

Guam/Saipan, 16%

China, 2%

China, 7%

China, 5%

China, 16%

China, 45%

Australia, 50%

Australia, 28%

Australia, 32%

Australia, 45%

Australia, 25%

Hawai'i, 61%

Hawai'i, 46%

Hawai'i, 57%

Hawai'i, 46%

Hawai'i, 24%

Japan Market

Korea, 7%

Korea, 34%

Korea, 11%

Korea, 16%

Guam/Saipan, 39%

Guam/Saipan, 23%

Guam/Saipan, 25%

Guam/Saipan, 21%

Guam/Saipan, 14%

China, 6%

China, 8%

China, 12%

China, 13%

China, 36%

Australia, 38%

Australia, 36%

Australia, 22%

Australia, 44%

Australia, 32%

Hawai'i, 62%

Hawai'i, 51%

Hawai'i, 41%

Hawai'i, 42%

Hawai'i, 33%

Japan Market

Korea, 34%

Korea, 31%

Korea, 4%

Korea, 49%

Korea, 6%

Guam/Saipan, 39%

Guam/Saipan, 29%

Guam/Saipan, 27%

Guam/Saipan, 43%

Guam/Saipan, 36%

China, 11%

China, 8%

China, 5%

China, 17%

China, 6%

Australia, 8%

Australia, 14%

Australia, 31%

Australia, 10%

Australia, 33%

Hawai'i, 67%

Hawai'i, 63%

Hawai'i, 54%

Hawai'i, 33%

Hawai'i, 59%

It is easy to communicate inmy native language

It is romantic

Japan Market

Attributes Listed in Order of Importance(% Top 2 Box) Hawaii Australia China Guam/

Saipan Korea

It provides a sense of relaxation, a place to unwind and get re-energized 66% -25 -60 -26 -61

It has unique scenery unlike anywhere else 43% 4 -10 -19 -31

It's a good value for the money 50% -12 -38 -24 -32

It is a safe and secure place 56% -16 -53 -26 -45

It offers a different experience than other places 40% 3 -16 -12 -24

The history and culture are intriguing 24% 1 21 -8 -6

Offers authentic experiences 46% -1 -30 -18 -33

The local people are friendly 57% -25 -52 -26 -46

It offers quality culinary and dining experiences 46% -18 -39 -30 -30

The environment is clean 61% -11 -59 -25 -57

There are many historic and cultural things to see and do 33% -1 3 -19 -17

It has a variety of unique experiences and activities 42% 2 -29 -21 -31

It is easy to navigate and get around 41% -19 -29 -16 -7There are always opportunities to discover new activitiesand experiences that make you want to return again and again 51% -15 -43 -28 -44

It's a good place for family and children 62% -24 -56 -23 -55

It is a great place to get away from it all 59% -26 -53 -23 -53

It is easy to get there 33% -23 -16 10 16

It is romantic 54% -23 -49 -27 -50

It is a great place for shopping 63% -49 -55 -34 -32

It is easy to communicate in my native language 67% -59 -56 -28 -33

Japan Market

Golfing

Shopping

Japan Market

Language, 83%

Language, 87%

Language, 89%

Language, 88%

Culinary, 84%

Culinary, 88%

Culinary, 85%

Culinary, 89%

Family, 85%

Family, 87%

Family, 89%

Romantic, 86%

Romantic, 90%

Romantic, 88%

Romantic, 91%

Learning, 89%

Learning, 90%

Learning, 92%

Learning, 94%

Total Japanese, 81%

Total Japanese, 82%

Total Japanese, 84%

Total Japanese, 85%

Shopping

Japan Market

Language, 75%

Language, 81%

Language, 83%

Language, 84%

Culinary, 77%

Culinary, 86%

Family, 75%

Family, 80%

Family, 87%

Romantic, 75%

Romantic, 83%

Romantic, 80%

Romantic, 86%

Learning, 80%

Learning, 93%

Learning, 88%

Learning, 92%

Total Japanese, 72%

Total Japanese, 76%

Total Japanese, 78%

Total Japanese, 81%

Golfing

Japan Market

Language, 66%

Language, 67%

Language, 70%

Language, 71%

Culinary, 69%

Culinary, 76%

Culinary, 72%

Culinary, 75%

Family, 64%

Family, 68%

Family, 69%

Family, 71%

Romantic, 68%

Romantic, 70%

Romantic, 71%

Romantic, 75%

Learning, 71%

Learning, 76%

Learning, 80%

Learning, 77%

Total Japanese, 64%

Total Japanese, 65%

Total Japanese, 68%

Japan Market

Language, 45%

Language, 51%

Language, 59%

Language, 66%

Culinary, 48%

Culinary, 53%

Culinary, 63%

Culinary, 67%

Family, 42%

Family, 47%

Family, 59%

Family, 64%

Romantic, 47%

Romantic, 56%

Romantic, 61%

Romantic, 69%

Learning, 56%

Learning, 64%

Learning, 73%

Learning, 75%

Total Japanese, 45%

Total Japanese, 50%

Total Japanese, 60%

Total Japanese, 64%

Japan Market

47% 47%45%

64% 65% 64%

70% 69%67%

54% 53%51%

Japan Market

24%21%

64%68%

HAWAI'I Australia China Europe Guam/Saipan Korea

Japan Market

25% 26%

65% 65%

HAWAI'I Australia China Europe Guam/Saipan Korea

Japan Market

43%40%

15%10% 8%

O'ahu Hawai'i Maui Kaua'i Moloka'i Lana'i Don't know yet

Japan Market

7% 7% 6% 4% 3%0%

Hotel Condo Bed & BreakfastFamily/friend home Timeshare Cruise ship Rental house Other

Japan Market

Family/friends/co-workers said not to go

Hawai'i is not a popular destination

Safety concerns (crime/natural disasters, etc.)

The exchange rate is unfavorable

Too difficult to visit islands other than O'ahu

Price of the hotel

Q11. Earlier you indicated that you had considered Hawai’i for a leisure vacation, but are not intending to visit in the next 24 months. Which of the following reasons explains why you considered, but are not intending to visit Hawai’i in the next 24 months?Note: Sample size less than 50, use data with proper caution. Total and Segment sample sizes for this question are very small; segments are not reported separately.201

Japan Market24%

Japan Market

It is safe

Beaches are great

Japan Market

Language, 49%

Language, 60%

Language, 70%

Language, 66%

Culinary, 56%

Culinary, 64%

Culinary, 71%

Culinary, 66%

Family, 52%

Family, 59%

Family, 74%

Family, 65%

Romantic, 51%

Romantic, 70%

Romantic, 66%

Romantic, 68%

Learning, 58%

Learning, 68%

Learning, 77%

Total Japanese, 44%

Total Japanese, 57%

Total Japanese, 61%

Total Japanese, 63%

It is safe

Beaches are great

Japan Market

Language, 17%

Language, 16%

Language, 42%

Language, 48%

Culinary, 20%

Culinary, 51%

Culinary, 50%

Family, 15%

Family, 17%

Family, 42%

Family, 48%

Romantic, 17%

Romantic, 19%

Romantic, 42%

Romantic, 43%

Learning, 18%

Learning, 27%

Learning, 54%

Total Japanese, 17%

Total Japanese, 38%

Total Japanese, 40%

Japan Market

Language, 11%

Language, 15%

Language, 14%

Language, 15%

Culinary, 10%

Culinary, 15%

Culinary, 13%

Culinary, 17%

Family, 10%

Family, 16%

Family, 13%

Family, 14%

Romantic, 10%

Romantic, 16%

Romantic, 15%

Learning, 10%

Learning, 19%

Learning, 18%

Learning, 14%

Total Japanese, 10%

Total Japanese, 12%

Total Japanese, 13%

Japan Market

Language, 5%

Language, 9%

Language, 7%

Language, 10%

Culinary, 7%

Culinary, 8%

Culinary, 9%

Culinary, 12%

Family, 6%

Family, 7%

Family, 9%

Romantic, 6%

Romantic, 9%

Romantic, 12%

Learning, 8%

Learning, 10%

Learning, 11%

Learning, 14%

Total Japanese, 6%

Total Japanese, 7%

Total Japanese, 8%

Total Japanese, 10%

Many of the hotels andtimeshares have beenrecently renovated/refreshed

Japan Market

20%19%

2014 (as of NOV) 2013 2010-2012 2000-2009 1999 or earlier Don't Remember

Japan Market

8% 6% 7%2% 1% 1%

O'ahu Hawai'i (Kona/Kohala Coast)

Hawai'i(Hilo area)

Maui Kaua'i Moloka'i Lana'i

Japan Market

2.25 2.16

1.671.30 1.23

State ofHawai'i

O'ahu Hawai'i(Kona/Kohala

Coast)

Hawai'i(Hilo area)

Kaua'i Maui Lana'i Moloka'iSPRI

NIGHTS IN HAWAI’I

Japan Market

32% 32% 33% 32% 33% 34% 33%

24% 26% 24% 23% 23% 23% 23%

13% 13% 12% 12% 12% 12% 13%

11% 11% 11% 12% 11% 11% 11%

19% 18% 19% 19% 19% 19% 19%

1% 1% 1% 1% 1% 1% 1%

$4,788 $5,026$5,005$5,130$4,885$4,993 $5,020

Shopping

Lodging

Transportation

Japan Market

8% 8% 8% 9% 7% 7% 7%

37% 36% 39% 37% 42% 39% 40%

2% 2%3% 3% 3% 3% 3%

28% 32% 28% 25% 26% 27% 27%

25% 22% 22% 25% 23% 23% 23%

3.29 3.093.243.253.203.33 3.18

3+ Adults

2 Adults (M/M; F/F)

Couples (M/F)

1 Adult

Japan Market

74%62% 65% 62%

68%60%

TotalJapanese

Learning PleasingEnvironment

6.686.75

Japan Market

53%43% 44% 41%

49%42%

38% 37% 37%35%

13%18% 17% 19% 14%

8%1% 2% 2% 2% 2% 3%

3.03 3.38 3.21 3.23 3.17 3.31 3.15

Not Too Likely (2)

Somewhat Likely (3)

Very Likely (4)

Excellence in Travel Intelligence®

Cheryl SchutzVice President, Destination Intelligence

D.K. Shifflet & Associates Ltd.cschutz@dksa.com703-536-0931

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