Buried in DBEDT’s visitor characteristics data is the single most useful fact for a Hawaiʻi operator’s marketing plan.
~80%Share of US West visitors who have been to Hawaiʻi before. Source: DBEDT 2025.
Why repeat visitors change the math
A first-time visitor plans through platforms — they do not know you exist. A repeat visitor took your tour two years ago, follows you on Instagram, and remembers the guide’s name. They search for you directly. The only question is whether that search lands on a page you own or an ad the platform bought on your name.
The repeat-guest playbook
- Capture contact details on the boat — every guest, every tour, with permission. The platform gives you a manifest; make it a relationship.
- Email before their next trip window, not after they land. Mainland guests book activities before they fly.
- Offer a returning-guest rate that beats the platform price. You can discount 10% and still clear 15 points more than the commissioned fare.
- Defend your name in search so the platform cannot intercept the guests coming back to you.
Figures: Hawaiʻi DBEDT visitor characteristics, 2025 — repeat visitors made up roughly four in five US West arrivals.
