Although it’s justifiably known for its first-class resorts appointed with recreational and business amenities to please the most discerning attendees, Maui is also a place that has never forgotten its agricultural and cultural roots.
As a result, groups will find not only sophisticated comforts, but the chance to enjoy the essence of what makes the Valley Isle stand apart as a destination.
Just minutes away from meeting rooms are upcountry farms where visitors can harvest ingredients for their own chef-prepared meals, or laid-back towns lined with galleries and shops selling locally made wares. And just a ferry ride or short plane hop away are intriguing adventures to be found on two of Hawaii’s most pristine islands: Molokai and Lanai.
Back in Business
After a challenging couple of years, Maui is poised for an upswing in meeting and incentive business. A dramatic upturn in the island’s hotel occupancies took place last fall, posting gains of 11 points in October (to 67.1 percent) over the same month in 2009, according to a study by Honolulu-based Hospitality Advisors. The gains were the highest of any Hawaiian island.
"The numbers are inching up in the right direction, so we’re cautiously optimistic, barring any global events out of our control," says Terryl Vencl, executive director of the Maui Visitors Bureau (MVB). "There’s definitely pent-up demand out there, with people wanting to travel again, to move forward with conferences that were put on hold."
At the same time, Vencl notes that Maui remains an affordable choice for meetings, with many good deals available at resorts, particularly during the spring and fall shoulder seasons.
"We know that people are still concerned about the economy and jobs—and these kinds of concerns make people more frugal," she says. "Fortunately, Maui is very reachable now. We think groups are going to be taking advantage of the discounts still out there."
Vencl attributes some of Maui’s rising popularity with an increase in direct flights from the West Coast on carriers such as Alaska Airlines. She notes that the West Coast remains the island’s largest market for both group and leisure, but adds that the Midwest is strong as well because of good connections out of Chicago.
"The East Coast remains a challenge—we battle the image that we’re a long way away and that Florida and the Caribbean are similar," she says. "The truth is that we are not like those destinations at all. Our weather and culture are very different. There are many reasons to come here beyond surf and sand."
Malama Maui
In getting this message across, the MVB launched its Malama Maui marketing campaign six years ago to emphasize the cultural and agricultural heritage of the island. According to Vencl, it continues to evolve, leading to the expansion of new activities for visitors, including groups, to experience.
"It started out with an arts and cultural theme, but has grown to include things like medicinal plants, ag products, cuisine and the farm-to-table experience," she says. "It’s been a snowball effect that helps us get the message across that we’re more than a resort destination. Our beaches are fabulous, but there’s more here than that."
Many of Maui’s signature events for groups revolve around the island’s abundance of specialty farms, some of which are owned by chefs who also have restaurants on Maui.
"Maui is a great source for top chefs, many of whom have won James Beard awards, who will come and do cooking demonstrations and prepare a dinner for a group," says Kathy Clarke, president of Kathy Clarke Hawaii, a DMC. "You have chefs like James McDonald, owner of Ono Farm and the Pacific’O and I’O restaurants, who does farm tours followed by lunch in a beautiful open-air place with panoramic views."
For large groups, Clarke has arranged for a star-studded lineup of chefs to create a spectacular evening with cooking stations.
"The chefs each had their own banners on their tents, which the client took back and auctioned off for a fundraiser," she says. "It was absolutely awesome."
Looking Good
Although hotel development has slowed, investment in redevelopment and renovation is keeping Maui’s resort inventory in fine form.
Perhaps the biggest upcoming project is the recently announced redevelopment of the Renaissance Wailea, closed down since 2007, which is scheduled to reopen as the Andaz Wailea Resort in late 2012 on Mokapu Beach in the Wailea resort complex. The $90 million redevelopment, a joint venture between Hyatt Hotels Corp. and Starwood Capital, will create a 255-room luxury hotel with a full-service spa, meeting space, specialty restaurants and cascading pools.
Elsewhere in Wailea, the Fairmont Kea Lani is wrapping up a $14 million renovation that includes new furnishings, paint and decor, flat-screen TVs and other amenities for the 413 one-bedroom suites. Improvements to the pool deck, spa and signature restaurant have also been made.
Wailea’s other impressive hotel line-up includes Wailea Beach Marriott, Four Seasons Wailea and Grand Wailea.
Just south of Wailea, the Makena Beach & Golf Resort, formerly the Maui Prince, is under new management by Landmark Hotels Group. The 310-room hotel recently added the Makena Kai Day Spa and Makena Vista, outdoor event space near the signature 14th hole at the Makena Golf Course.
At the Kaanapali resort complex in northwest Maui, the Hyatt Regency Maui recently completed a $15 million renovation of its guest rooms and added Japengo, a restaurant with open-air dining spaces and a menu focusing on Asian fusion cuisine. Other meetings-friendly hotels in Kaanapali include the Westin Maui, Sheraton Maui and Royal Lahaina.
Lanai
Just nine miles off the west coast of Maui, Lanai has transitioned from pineapple agriculture to tourism in little more than a couple of decades. With its unspoiled beaches and vast network of backcountry trails, Lanai offers almost unlimited outdoor activity options, including hiking, mountain biking, jeep tours, horseback riding, fishing and snorkeling, to name a few. It also offers some of Hawaii’s top-rated golf courses.
Lanai City, once a company town for the pineapple industry, retains its early 20th century charm with clapboard buildings housing cafes and galleries set around a wide public square shaded by Cook pines.
Lanai is home to the quaint, 11-room Hotel Lanai, managed by Aqua Resorts, and two of Hawaii’s most deluxe resort hotels, the Four Seasons Resort Lanai, Lodge at Koele and the Four Seasons Resort Lanai at Manele Bay. Set in the forested uplands, the Lodge at Koele is reminiscent of an English manor with its great hall and formal gardens, while the beachfront Manele Bay affords stunning ocean views and a full-service spa.
Molokai
While offering little in the way of meeting facilities, Molokai is conducive for small retreats or pre- or post-meeting experiences. Providing a glimpse of Hawaii before high-rises and resort development, Molokai is a favorite getaway destination for those who live in the more populated areas of the state.
Molokai has several condo properties and the Aqua Hotel Molokai, which offers 22 guest rooms in clusters of low-rise buildings designed after Polynesian long houses. Along with a pool and restaurant, the hotel offers the Bamboo Room, which is available for catered events for up to 250 people.
