With Maui arrivals still down 23% vs. 2019, HTA and HVCB are rolling out a $6 million “Maui Emergency Marketing Campaign” to jumpstart demand. Kicking off June 2, the campaign includes $4M in national wholesaler pushes (Costco Travel, Expedia, Pleasant Holidays, etc.), targeted media and PR, and a “Maui Week” media blitz in 15 mainland markets. There’s also a Special Offers Program aimed squarely at converting bookings, already live via HVCB’s leisure budget.
When I was overseeing marketing, I used 10:1 ROAS (Return on Ad Spend) as my goal for booking campaigns (as opposed to branding campaigns), which means this $6M spend should ideally deliver $60M in incremental revenue. That’s tough to measure precisely, but year-over-year trends should show if we’re moving the needle. HVCB excels at this kind of coordination, so there’s reason for cautious optimism.
