Moana Surfrider takes a step up in luxury as a Westin

In the 106 years since the Moana Surfrider welcomed its first guests, it has remained a landmark, witness to the full span of Hawaii tourism. In June, the property ended nearly 50 years as a Sheraton to become the Moana Surfrider -- a Westin Resort. That means catering to the expectations of a new generation of travelers.

The hotel not only must provide luxury but also a sense of place. The upgrade is an extension of the upscale transformation of Waikiki that was begun by Outrigger with the Waikiki Beach Walk and continues with projects such as the ongoing remake of the once fortress-like Royal Hawaiian Shopping Center.

Fifty million dollars is being spent on the upgrades designed to meet Westin's brand standards. The money will be spent on a remake of the hotel's 795 guest rooms, most of which offer full or partial ocean views.

There are 222 rooms in the hotel's Banyan wing and 141 in the eight-story Diamond wing, which opened in 1952 as the Surfrider Hotel. There are 432 rooms in the 20-story Tower wing, which opened in 1969. 

Westin is making changes in beds and bedding according to its Heavenly Bed specifications. It is upgrading baths to the brand's Heavenly Bath standards, featuring granite in abundance. Also, flat-screen TVs will be installed in guest rooms.

Public areas and restaurants are also being upgraded. The hotel's elegant porte cochere is already flanked by rocking chairs that are occupied throughout the day by people of all ages. I spent an hour people-watching one recent evening, enjoying the hustle and bustle of a grand hotel.

Step into the classic, Victorian-era lobby for a trip back 100 years. Restoration here meant replacing hardwood floors, period-piece lighting and furnishings, with a noticeable sprucing up of an earlier restoration that was completed in 1989.

Seaside, the Moana Surfrider's lobby opens to a wide veranda that faces the famed Banyan Court and Waikiki Beach, with the hotel providing guest-only space on Hawaii's most famous beach.

The hotel's historical charm adds a unique experience to a stay, with links to that past given a context by a visit to the hotel's small museum or in the hour-long talks and property tours offered three days per week.  

While upgrades are part of the Westin transformation, so are enhanced service levels and a new focus on guest satisfaction, part of a corporate decision to focus on catering to the guest's experience. 

"While we are proud of our long history, we're forward-looking when it comes to the quality of the guest experience," said Brian Lynx, the hotel's director of sales and marketing. "Westin has always been innovative in terms of this.

"We were the first with non-smoking rooms, things that others have followed," he added.

The Moana Surfrider, like all Westins, is a smoke-free property. 

"Now we have a new initiative called Superfoods, featuring foods with high anti-oxidant qualities," Lynx said.

For the moment, dining means buffet and menu offerings at the Beachside Cafe, with more casual fare at the poolside grill. The hotel's signature restaurant is set to open in October, with indoor seating in the Grand Salon and alfresco seating on the veranda that faces the beachfront Banyan Court. The renovation is aimed at taking full advantage of the outdoor setting. 

Also awaiting completion is a spa, the only such beachfront facility in Waikiki, set to open early in 2008. It will feature a 1,400-square-foot fitness facility and 14 treatment rooms, two designed for couples' massages.

Already up and running is the Westin Kids Club, for guests ages 3 to 12. The club offers a mix of on-site and off-site programs that include nighttime activities such as stargazing. 

More than a name change goes into rebranding. It's also about fulfilling the expectations of customers familiar with a brand.

However, the Westin philosophy is to allow each property to be innovative and to provide something distinctive. At the Moana Surfrider, that means a new take on happy hour, with Hawaiian music and cultural interaction designed to create relaxation and a sense of place that is welcoming and inclusive.

"We're looking at a new customer profile," Lynx said. "We're already seeing a difference in our visitor mix, younger and more affluent, more sophisticated and demanding. We're focused on offering a different and unique experience for our guests."

The Westin Kids program is an example of the importance of the family market to the hotel's marketing strategy. The Reconnect Package, available through Dec. 24 for two-night minimum stays, offers room rates that start at $330, including Kids Eat Free and free Kids Club programs for one or two children.

Couples is another key market. The Indulge Package offers daily rates that start at $295 through Dec. 24. The package includes breakfast, amenities and a 4 p.m. checkout. 

While the Westin imprint is still in the making, it's already clear that the Moana Surfrider is positioning itself to appeal to the traveler who can appreciate both the hotel's historical pedigree and focus on contemporary comfort. 

"The renewed Moana Surfrider -- a Westin Resort is committed to providing an experience that complements the hotel's legacy, while creating an environment where guests can renew, relax and restore themselves," Lynx said. "In transforming the Moana to a Westin, we are in essence creating a marriage of two proven brand leaders, and this partnership will complement the array of Starwood products in Waikiki."

He added that the Westin attracts a loyal clientele.

"This clientele is the active, sophisticated traveler who is looking for an experiential vacation and quality accommodations and service," Lynx said. 

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