Hawaii: a massive disappointment

Dr Mumbo doesn’t think the good folk from the Hawaii tourism board will be adopting a slogan from Tourism Australia’s chief marketing officer Lisa Ronson anytime soon.

Ronson gave an entertaining and informative keynote at the Travel Marketing Summit about progress in her first 12 months of the job, but may have regretted not checking who was in the room before talking about one of the country’s competitors in the aquatic and coastal category.

“Our perception globally is quite strong in this area,” she said. “However, still only about 50% of people think we have really good quality coastal and aquatic experiences. But we over deliver. That increases to 75% who really like what we’ve got to offer here.

“A place like Hawaii, about 50% of people think its got good aquatic and coastal like us, but then after we leave it’s 49%. Whilst we’re great they’re a massive disappointment.”