Hilton branding means upgrades for Prince Kuhio

Taking on the Hilton name means a lot to Patsy Narimatsu, director of sales and marketing for the 601-room Hilton Waikiki Prince Kuhio. "To brand ourselves as a Hilton meant big changes," she said. With brand awareness of growing importance in terms of travel marketing, the new affiliation is proving mutually advantageous.

As a Hilton property, the Prince Kuhio gets the quality market profile it is seeking and access to corporate and group business, while Hilton gets a second Waikiki property that comes with lower-priced inventory that still conforms to its standards in terms of rooms, service quality and amenities.

Located at the eastern end of Waikiki Beach, within two blocks of both Kapiolani Park and the commercial heart of Waikiki, the hotel's central location is a plus. However, it's an asset that may require securing a higher profile for the property.

Narimatsu admitted that neither the Prince Kuhio's location nor its market niche are common knowledge. Establishing a new identity for the property, which over the years has been operated under several brand names, is high on her list of priorities. With millions of dollars spent on recent renovations, Narimatsu said she saw the hotel as ready to start a new phase in its history.

"I've been with the hotel for nine years," said Narimatsu. "I've seen it as the Outrigger Prince Kuhio, then as a Radisson. After the remake, we're a different hotel, with a new identity, and that's the message I want to get across to agents."

The Hilton link has resulted in tie-ins with promotions from Hilton of Hawaii. It has also meant significant improvements, with $65 million slotted for upgrades that are necessary to meet Hilton standards.

It's a process that has affected everything from bedding to service levels to facilities. A day spa has been added, and rooms have been fully remade with a contemporary look and new design features. A new restaurant, MAC 24/7, is one of a handful of Waikiki restaurants open 24 hours a day, seven days a week.

Uncluttered, iPod-ready

The hotel's new look is clean and uncluttered, with bathroom design and decor adding a stylish, upscale touch and catering to the hotel's four-star ambitions.

In room, an artful console holds a large format digital TV, and a range of high-tech Guestlink services offer convenient in-room hook-ups for iPods, MP3 players, portable DVD players and laptops.

Narimatsu praised the working relationship with Hilton, calling the chain "easy to work with" and adding that she's impressed by the benefits of Hilton's sales and marketing expertise.

"My biggest challenge in the coming year is updating agents to our hip new look and the upgrades that make us a new hotel. Agents who remember us from the past will be surprised."

Upgrades will continue well into 2008, with a full-service spa set for completion later this year. It is being designed to cater to upscale expectations of the high-end groups that Narimatsu considers a growing part of the hotel's business.

Upscale might be a fitting niche for a property named for Hawaiian royalty. Prince Jonah Kuhio Kalanianaole, a member of the royal family who became a U.S. congressman after the Kingdom of Hawaii was overthrown by American residents in 1893, lived nearby.

"We're proud of our links to Hawaii's royal past [and] we think that link adds a sense of place to the hotel," said Narimatsu. "It's part of what we want agents to consider when booking us, along with the convenient location, the contemporary look, the high-tech services and amenities that offer value along with quality."

Introductory pricing for the property includes a fifth-night-free offer with a $75 hotel credit, based on rack rate bookings of $249 to $549.

On a per-night basis, the best available rate for 2008 is an introductory rate of $229. Travel agents are offered a 50% discount, with nightly rates starting at $179.

To contact reporter Allan Seiden, send e-mail to [email protected].