HONOLULU -- Classic Custom Vacations will place even more emphasis
on Hawaii in the coming year in an effort to better serve the
upscale market, according to CEO Ron Letterman.
At a luncheon honoring Hawaii's tourism industry leaders here,
Letterman also said that "Hawaii is the next major focus" for
parent company Expedia. "They really want to be dominant
players."
Expedia spends $150 million in marketing Hawaii each year, but
that is destined to increase.
While Expedia hits a broad demographic, Classic's boomer market
fills a different opening that is in many ways a perfect match for
Hawaii.
About 80% of Classic's customers stay in four- or five-star
hotels, and 20% fly business or first class to Hawaii, said
Letterman. About 90% rent cars, mostly full-size or luxury
vehicles.
Classic's budget for Hawaii has not changed, and it will
continue to sell only through travel agents, he said.
In the four days following the luncheon, Classic rewarded its
top 150 agents to a weekend of parties and complimentary activities
at the Marriott Ihilani Resort & Spa.