Marketing Hawaiian Big Island Vacations to Canadians
This marketing plan examines the Canadian traveler market for Hawaii's Big Island (Hawaii Island), with the goal of increasing the number of visitors, trip length, and per-day expenditures. The report profiles the Big Island's unique natural attractions, analyzes 2011 Canadian visitor statistics, and explores key demographic factors including provincial population distribution, income levels, education, and consumer spending habits. It identifies high-income Ontario residents aged 35–54 as the ideal target segment and highlights favorable exchange rates, internet-based travel research, and the Canadian winter "snowbird" season as key marketing opportunities.
- Introduction and Overview: Purpose and goals of the 2013 marketing plan
- The Big Island as a Destination: Big Island's natural attractions and competitive position
- Canadian Visitor Statistics: 2011 visitor data and exchange rate influences
- Canadian Demographic Profile: Population, income, and education across Canadian provinces
- Economic Indicators and Consumer Spending: GDP growth, disposable income, and consumption trends
- Target Market Conclusion: Recommended target segment and promotional strategy
✍️ How to write this paper — guide, tools & examples ▾
What makes this paper effective
- Grounds marketing recommendations in concrete data, including the Hawaii Tourism Authority's 2011 visitor statistics table, making the analysis credible and specific.
- Connects macroeconomic factors — exchange rates, post-recession rebound, and the Japanese nuclear disaster — directly to Canadian visitor trends, showing real-world cause and effect.
- Narrows a broad target market (all Canadians) to a precise, actionable segment (high-income Ontario residents aged 35–54), which strengthens the practical value of the plan's conclusion.
Key academic technique demonstrated
The paper demonstrates effective use of secondary data synthesis: it draws from government statistics (Statistics Canada, the Office of Consumer Affairs), industry authorities (Hawaii Tourism Authority), and journalistic sources (Los Angeles Times, Travel Pulse) to build a multi-dimensional profile of the target market. Rather than relying on a single source, the author triangulates data points — income, education, spending behavior, and visitor counts — to support a focused recommendation.
Structure breakdown
The paper follows a logical marketing-plan structure: it opens with an overview of the destination, then presents visitor data to establish market size, then pivots to a demographic and economic profile of the target population, and closes with a synthesis that identifies the ideal consumer segment and channels for reaching them. Each section builds on the last, moving from the product (Big Island) to the customer (Canadian traveler) to the recommended strategy.
Introduction and Overview
This report was generated to serve as the basis for a marketing plan for 2013. The target market is analyzed in terms of its demographic information as well as its vacation preferences. The target market consists of Canadian travelers who might be interested in a trip to the Big Island, and the goal is to increase the number of travelers, the length of their trips, and total expenditures per day — and consequently per trip overall.
The Canadian target market segment represents a key opportunity. Recently, activity in this segment has increased, fueled by favorable exchange rates. With an effective marketing plan, these environmental conditions can be leveraged even further to broaden the base of Canadian travelers visiting Hawaii's Big Island.
Works Cited
Education Canada. (2012). The international quest for educational excellence: Understanding Canada's high performance. Retrieved from
Hawaii The Big Island. (2012). Historic Kailua Village. Retrieved from http://www.gohawaii.com/big-island/regions-neighborhoods/kona/historic-kailua-village-kailua-kona
Hawaii Tourism Authority. (2012). Historical visitor statistics. Retrieved from
Hawaii Tourism Authority. (2012). Welcome to Hawaii. Retrieved from http://www.gohawaii.com/big-island
Hawaii Tourism Authority. (2012, April 16). Total visitor spending in March 2012 rose 18.9% while arrivals increased 12.9%. Retrieved from
Martin, H. (2012, January 31). Hawaii sees a bigger wave of tourists. Los Angeles Times. Retrieved from http://articles.latimes.com/2012/jan/31/business/la-fi-0131-hawaii-tourism-20120131
Murphy, B. (2007). High-income Canadians. Perspectives on Labour and Income.
Office of Consumer Affairs. (2010, February 11). Consumer trends report. Retrieved from Industry Canada:
Schaefers, A. (2011, September 22). Visitor arrivals from mainland markets continue to fall. Star Advertiser. Retrieved from
Statistics Canada. (2006). Industry classification. Retrieved from http://www12.statcan.gc.ca/census-recensement/2006/dp-pd/tbt/Rp-eng.cfm
Travel Pulse. (2011, June 20). U.S., Canada visitors to Hawaii partially offset dip in Japanese guests. Travel Pulse. Retrieved from http://www.travelpulse.com/us-canada-visitors-to-hawaii-partially-offset-dip-in-japanese-guests.html
Already a member? Log in
Unlock the rest of this paper
135,000+ research papers · AI writing tools · Plagiarism & AI detection
7-Day Pass
Does not renew
Get 7-Day PassMonthly
Renews at $12.99/month until canceled
Start MonthlyAnnual
Renews at $99/year until canceled
Start Annual- Unlimited AI writing tools
- Plagiarism and AI text detection tool
Plan details
Unlimited AI writing tools are for individual, non-automated use and are subject to our Terms of Service and abuse-prevention measures.
TextChecker scans: 3 during the 7-Day Pass, or 5 per month with Monthly and Annual.
Prices exclude applicable tax.
Always verify citation format against your institution’s current style guide requirements.