A recent study by the Hawaii Department of Business, Economic Development & Tourism reveals that while overall visitor satisfaction in Hawaii remains strong, the outlook for Canadian travelers returning has diminished significantly.
The findings, based on surveys conducted with visitors from various markets including the U.S. West, U.S. East, Japan, Canada, and Europe, highlight that Hawaii garnered positive ratings. Most respondents across these markets rated their experience a 7 out of 8. Visitor expectations have also shifted positively, with more travelers from the U.S. West, U.S. East, Canada, Oceania, Korea, China, and Europe indicating that their trips exceeded expectations.
Interestingly, repeat visitors from the U.S. West reported higher satisfaction scores than first-time travelers. Likewise, group dynamics appeared to play a role in ratings; visitors from the U.S. East who traveled in groups of three or more tended to rate their experiences more favorably compared to solo travelers. The study pointed out that repeat visitors from the U.S. West, U.S. East, Oceania, and Japan showed a stronger inclination to return than first-time visitors. Furthermore, travelers with higher income and educational backgrounds from the U.S. West demonstrated a greater likelihood of returning to Hawaii.
Canadian Visitors Show Decline in Return Intent
A notable finding from the survey is the declining likelihood of Canadian visitors planning to return to Hawaii. Only 55% of Canadians indicated they are "very likely" to revisit within the next five years, a significant drop from 68% in the first quarter of 2024. This figure represents the lowest return intent for Canadian travelers in a decade.
The reasons behind this decline are multifaceted. Last year, an overwhelming 60% of Canadians cited high travel costs as the primary barrier to returning. In this year’s results, additional factors emerged, including the political climate (45%), high costs of travel (30%), long-distance logistics (12%), and implications of travel restrictions or diplomatic relations (12%).
While the concern regarding travel affordability persists for Canadians, it also resonates across various markets. A significant number of respondents from the U.S. West (48%), U.S. East (42%), Japan (34%), Oceania (48%), Korea (57%), and Europe (40%) similarly indicated that the soaring prices were a key deterrent for their future travels to Hawaii.
As Hawaii continues to attract visitors from around the globe, understanding these dynamics—especially the changing sentiments among Canadian tourists—will be crucial for tourism stakeholders aiming to enhance visitor experiences and address lingering concerns.
