Hello and Welcome!
You're receiving the very first edition of “Hawaii Hotel Hui Insider.”
This newsletter has been on my to-do list for a long time, and it’s surprising that we don’t already have a resource like this to share news and insights across the hotel industry, here in Hawaii. While we’ll cover various aspects of the industry, there will be a special focus on marketing, revenue management, sales, technology, and guest services.
This is just the beginning, and I’d love your feedback to shape future issues. Whether through my consulting services or connecting you with the right experts, my goal is to help Hawaii hotels thrive. Mahalo for reading, and welcome to the Hui!
So, let's dive into this month's “news”
Note: You are most likely receiving this because I personally know you (my apologies), we have met at some function in the past, or you somehow ended up in my Hawaii contacts. If you do not wish to receive this newsletter, please feel free to hit the unsubscribe button below, and we will remove you from what will undoubtedly be the most exciting newsletter ever 😉.
What’s Happening with Hawaii’s Green Fee and Tourist Taxes?
Governor Josh Green is pushing for a $25 “green fee” starting in 2025, with hopes of raising $68 million a year for environmental projects. The legislative session kicks off on January 15, and it’ll be a big moment for this proposal. Similar ideas have failed in the past, but there’s a sense that this time might be different. There are lots of open questions, like how this tax will be collected. If tagged onto the hotel bill, which is one of the suggestions, this is a 10% increase on a room rate of $250, and as we all know most guests look at the total cost and not the breakout of fees. Are we pricing our guests out of paradise?
Will flying to Hawaii be a Breeze?
Breeze Airways, a rapidly expanding low-cost carrier founded by serial airline entrepreneur David Neeleman in 2021, is actively pursuing plans to launch flights to Hawaii, potentially as early as fall 2025. Neeleman, who previously founded JetBlue Airways, brings decades of aviation experience to this venture. The airline is currently seeking ETOPS certification and flag carrier status from the FAA, which are necessary for long overwater flights. While specific routes haven't been announced, Breeze is considering departures from secondary West Coast cities such as San Bernardino, Orange County, Burbank, Las Vegas, and San Diego. The airline may also utilize its base in Provo, Utah, for connections.
More HTA Drama
Facts: Hawaii is one of the most isolated island chains in the world and also among the most beautiful and desired destinations to visit. While diversification into other industries is important, at the end of the day, we are who we are, and we need to embrace it. We are a tourism-driven economy, and no matter how much we diversify, this is unlikely to change. Therefore, we need to effectively market and manage this, which is the role of the HTA.
HTA has been without a permanent CEO since September 2023, and 30% of the positions in the organization remain unfilled. Who would want to join an organization that might be defunded and is constantly being battered? A recent article indicated that there is now an attempt to reduce the salary of the CEO (who has yet to be hired). If we do not offer an industry-competitive salary, it is unlikely that we will attract the best candidates. While our destination certainly has a halo, if we do not nurture the image and the brand, we will lose out to competitor destinations.
Hawaii Development Update Courtesy of Powell & Aucello
The press reported that Blackstone is considering selling the Grand Wailea. Even with the fires it appears that ALIS in Los Angeles will proceed from January 28 - 30. We anticipate more hotels coming to market during this conference than in the last five years.
For monthly detailed update on the Hawaii market and development subscribe to the Powel & Aucello monthly newsletter.
Industry Stuff
I have been around a long time, and I realize this may not be a popular view, but Resort Fees (for the most part) were created for two reasons. One was to increase ADR without giving guests sticker shock, and the other to allow the fees to drop to the bottom line without having to pay commissions on them, specifically to OTAs. Yes, some resorts truly need these fees for resort amenities, but these are few and far between (and no, use of safe and bottle of water is not what I am talking about). As expected, the FTC has now weighed in on this and while it does not make the fees illegal it does require that the full price be displayed upfront when advertising rates. Which means, resorts will likely need to pay commissions on this and if they are not able to be de-bundled, then do they have any meaning anymore? The new rules are slated to take effect in April of this year, barring any last-minute changes from the new administration.
Did you know?
You probably know the Hawaii Tourism Authority has some great data but do you know they have an aggregation tool called Symphony, that pulls together some great destination data (by island) and you can change filters. Here is example of some of the data from last month, if you go to the link you can look at this broken down by island, and there is lots of other really interesting info there.
The AI space is evolving so quickly it’s almost impossible to keep up!
My latest “cool tool” discovery is Perplexity, which bills itself as an “answer engine.” Think of it as a hybrid between Google and ChatGPT. When I need specific information, I find it more practical than Google because it skips the hunting process, and better than ChatGPT because it’s faster, often needs fewer clarifications and gives you specific citations. My current AI usage is ChatGPT for analysis an ideation, Perplexity for research and Google for shopping.
I recently did a poll and I was surprised to see that many people have not quite caught on to the power
of AI tools yet.
In case you wanted some ideas, of how you might use it, here are just a few: crafting personalized guest communications, writing engaging social media content, generating ideas for marketing campaigns, streamlining email responses to common inquiries, developing employee training materials, researching industry trends and competitor strategies, summarizing long documents or reports, creating FAQs or knowledge base articles, enhancing SEO strategies with keyword suggestions, drafting press releases or announcements, brainstorming event or promotion ideas, translating content for international guests, preparing detailed itineraries for guests, automating routine administrative tasks, monitoring online reviews for sentiment analysis, drafting policies or SOP templates, curating local recommendations for guests, assisting with recruiting by drafting job descriptions, generating responses for crisis communication scenarios… the list goes on…
If you are interested in Generative Ai workshops for yourself or your team feel free to reach out to us.
Upcoming Hawaii Events
The Hospitality Show: Hawaii, Feb 27
Travel Weekly Hawaii Leadership Forum, April 15
Hawaii Hotel & Restaurant Show: June 18-19, 2025
Aloha Hotel Industry Conference and Exhibition (AHICE Aloha)- TBD
*If you have industry events to share, please email me at Dan@sassato.com
Career Opportunities
I am often asked by hiring managers if I have any good recommendations, there is often a feeling that there is not enough talent here in Hawaii, of course I beg to differ and when I come across interesting roles, I plan on including them here. If you happen to have any job openings let me know and I will be glad to include in the newsletter:
Regional Director of Sales + Marketing |Waikiki Hawaii Market - PM Hotel Group (Oahu)
Director of Travel Industry Sales- Mariott (Oahu)
Sales Manager, Group and Business Transient Outrigger - (Kauai)
Regional Director Condo Operations - Outrigger (Maui)
Director of Sales & Marketing - Pyramid Global Hospitality (Oahu)
*If you have any news that you think would be interesting to share, or anything you would like to see included please feel free to reach out to me directly at dan@sassato.com.
Entertainment Tip
Last month I watched Expats starring Nicole Kidman (Prime Video), it is kind of slow and depressing and definitely did not have a happy ending. I was kind of angry at the series at the end, but I think I really liked it—I’m still not sure- but if there is a Season 2, sign me up. I think part of my interest was it was set in Hong Kong, and it reminded me of our expat life when lived there in the mid-2000’s, well not the drama or the level of wealth but the streets and the general lifestyle. For those familiar with Hong Kong the Episodes were: The Peak, Mongkok, Mid-Levels, Mainland, Central, Home. (Unfortunately, my old neighborhood, Pokfulum, did not make the cute😉).
About Us
Hawaii is a unique destination with unique needs and having the right expertise at the right time can mean the difference between stalled progress and success. That’s where Sassato comes in.Founded by hotel industry veteran Dan Wacksman, Sassato is a Hawai'i-based consultancy that combines deep local expertise with a global perspective to help hotels and travel businesses overcome challenges and thrive. With a team of seasoned industry leaders who call Hawai'i home, we offer an intimate understanding of the market, culture, and key players, paired with decades of experience in operations, management, technology, finance, and strategy. While Hawai'i is our backyard, our global footprint enables us to bring best practices from around the world. At Sassato, we don’t just consult—we deliver results with a no-nonsense approach to getting things done.
Recent engagements include brand transitions, system selection and implementation (e.g., website, booking engine, PMS, CRS, CMS, CDP), feasibility studies, competitive analysis, strategic planning, training, meeting facilitation, and audits in marketing, distribution, and technology. If you have a need, we’ll either assist directly or connect you with the right expertise. Our ultimate goal is to be a trusted partner and resource for Hawai‘i hotels.
Think of us as the "Seal Team 6" of hospitality and travel, but geekier and laser-focused on driving results without the long-term cost of adding headcount.
Ready to transform your challenges into success stories?
👉 Learn More and discover how Sassato can elevate your business.
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