Fleur Sainsbury is a director of ETM (Emotive Travel Marketing) and works on the Hawaiʻi Tourism Europe account, supporting trade training, FAM trips and marketing campaigns.
From discovering the differences between the islands to introducing agents to the destination on FAM trips, Fleur Sainsbury shares what she’s learned about selling Hawaiʻi, why culture should be part of every itinerary and where she goes for a taste of local life.
I didn’t understand how different the islands were from one another. I don’t know why, but I had this perception that they were going to be pretty similar, and they’re really, really not. That goes for their landscapes, size and geography, but also just the way they feel.
Maui has some incredible resorts and feels quite luxurious in certain areas. Kauaʻi is very laid-back but full of fun and adventure in an unfussy sort of way. The Island of Hawaiʻi is dramatic, enormous by comparison and very diverse.
Oʻahu wasn’t what I expected either. Once you get outside Honolulu and Waikīkī, there are beautiful rural areas, gorgeous little beaches and coves, and the North Shore is just heaven. Watching the surfers and browsing the shops in Haleʻiwa—I love it.
The spirit of aloha is a real thing, and I found visiting a very moving experience. I’ve been five times now, and I think I’ll continue to visit for the rest of my life.
That there’s more to it than Waikīkī. And I love Waikīkī, let me be very clear! It’s the first place I ever went in Hawaiʻi, and it is stunningly beautiful. But there’s so much beyond that.
I’d love people to explore multiple islands and really get around them. Don’t just see the icons: do a lei-making class, talk story with local people, go to a market or try a food truck.
Culture is one of the things I love most about the destination. People might go for the beaches and the epic scenery without knowing a huge amount about the culture until they get there. It’s just so fascinating.
I think there can be indecision about which island to choose or recommend, and my answer would be to do two or three if your clients have time. You don’t just have to pick one.
They all have their own personality, so visiting more than one gives you a different feel for the state. Or go back and do the others you didn’t get to the first time. It’s worth it!
“When is the best time to go?” And my answer is that there isn’t really one best time, because it’s awesome all year round.
It can be a little cooler during the winter months—remember, Hawaiʻi is in the Northern Hemisphere, like us—but it’s a destination you can enjoy throughout the year.
I would try to avoid US school vacation periods and holiday weekends where possible. Otherwise, start with when your clients can travel and what they want to experience.
If they love wildlife, winter brings the chance to see humpback whales. Seeing them in the waters around the islands is something really special.
Start somewhere like Bishop Museum in Honolulu. It’s a fascinating way to learn about Hawaiʻi in the context of Polynesia. ʻIolani Palace is another place to learn about the history of the islands and the royal family.
I’d also include a lūʻau, and check which festivals and events are happening during the trip. They’re a great way to learn about the traditions and culture of the islands and chat to people taking part or watching.
On our FAM trips, we always include cultural activities, whether that’s a hula class, lei making, talking story with someone local or going to a lūʻau. It’s an important part of understanding the destination.
The food trucks! I just think the food trucks in Hawaiʻi are so good. You’ll find them across the islands, serving fresh food, often locally grown or caught.
There will probably be local people buying lunch or a snack too, so it’s a great way to have a chat, find out what’s going on in the area and support a local business.
They can also be an affordable way to eat. Hawaiʻi is a big-ticket holiday for many people, so budgeting can be important.
I always go and get fresh poke when I’m there. It’s amazing and one of my favourite things to eat.
The Nāpali Coast. I experienced it from a catamaran with my FAM trip group in April.
You see photos all the time and think, “Wow, I’d love to see that one day.” Then you go, and oh my word, it is epic. I just can’t describe how breathtaking it is.
If you ever get the chance to see it from the sea or the air, do it. It’s a memory that’ll stay with me forever.
Yes! After both of my last two Hawaiʻi FAM trips—one for product managers and one for travel agents—participants came back to tell me about sales they’d made or new hotels and experiences they’d contracted after the trip.
That’s always really exciting because it’s a direct result of what you’ve helped them experience and see. I love that. It’s a really full-circle moment for me.
The islands all have their own personality, and it’s definitely worth selling more than one to your customers—they’ll thank you for it.
Get to know the person behind the destination expertise in Meet the Team: Fleur, A Life in Travel, or discover her other destination passion in Ask the Expert: Fleur Sainsbury on Selling the NT.
