Program at a Glance

4 Islands | 16 Partner Opportunities | 4.9M+ Impressions | Multi-Channel Media | High-Intent Travel Audiences

Performance measures may differ by marketing partner:

• Sojern: impressions, CTR target, bookings and ROAS target
• Tripadvisor: onsite impressions, social clicks, footfall and ROAS target
• Expedia: impressions, CTR, room nights, ADR and ROAS target
• HVCB email: delivered, open rate target, CTR target, partner share of clicks

Campaign Flight

Mid-November 2026 – Mid December 2026

Campaign Marketing Partners

I. SOJERN

The co-op structure helps hotel partners extend their advertising investment while benefiting from destination-level marketing activity and Sojern's travel-intent targeting. Your investment is combined with HVCB and Sojern contributions in a minimum 1:1 total media value, stretching your contribution and reach.

• National reach:  Reach prospective travelers who show interest in traveling to Hawai‘i.
• Travel-intent targeting:  Leverage Sojern’s travel data and contextual targeting to identify relevant audiences before and during the Cyber Monday-Travel Tuesday shopping period.
• Display advertising: Partner display ads will reach prospective travelers across desktop, mobile and tablet devices.  Ads will be sent to partner sites until fourth week of November, at which time ads will be served to OTA sites (unless partners want to keep them on partner sites) through first week of December, then will be pushed back to partner sites.   
• Estimated delivery per partner:  1.4 million display impressions.
• Economic Impact Report: Sojern's Economic Impact Report will help demonstrate the impact of campaign exposure, including post-impression activity, searches, bookings and return on advertising spend (ROAS) through Sojern's data partnerships.

II. TRIPADVISOR

Tripadvisor reaches travelers early in their journey as they decide where to go - not just where to book. Powered by 257M monthly visitors and first-party insights from more than one billion reviews and contributions, the national campaign will put each Hawaiian Island in front of high-intent travelers during the peak Holiday deal season - delivering scale and intent.

• Exclusive Island Sponsorship - 100% Share of Voice: Each island features a custom, co-sponsored Brand Channel with dedicated placements. Up to four partners can be showcased across horizon banners and 2 custom shelves, with no competing destinations on the page.
• Targeted Traffic Drivers Across Channels: Brand Channels will be amplified through cross-platform media aligned with each island's unique audience interests, including 1.8 million onsite impressions over six weeks (approximately 400,000 per island) and 24,000 paid Meta social clicks (approximately 6,000 per island).
• Actionable Visitation Insights: Each island will receive Datafy footfall analytics connecting campaign exposure directly to verified in-destination visitors, footfall revenue, and ROAS.

III. EXPEDIA

The Expedia component will drive Hawai‘i travel consideration and bookings by reaching users with destination intent across Expedia’s onsite ecosystem, supported by a concentrated Cyber Monday social activation.

• Deliver: 1.3 million impressions directing users to a Hawai‘i landing page with a dedicated subpage for each island. Participating partners will receive featured exposure on their respective island subpage. The plan prioritizes onsite IAB/native and branded display placements.
• Target: Hawai‘i destination-intent audiences and in-market flight and lodging signals to reach active travel planners.
• Measure: An Economic Impact Report will measure results by island and partner, including impressions, CTR, booking revenue, room nights, ADR, LOS and ROAS.

IV. HVCB EMAIL MARKETING

To extend island and partner exposure, the campaign will utilize HVCB's respective island-specific opt-in subscriber databases to deploy island eBlasts featuring participating partners and their offers. The eBlast will run during the first half of the campaign and link directly to each partner's designated offer page.

• Target: Travelers who have requested information and demonstrated interest in the island, its experiences and offers.
• Reach: Subscriber numbers vary by island, with a minimum of 100,000 opt-in subscribers promised per island eBlast.
• Measure: Delivered emails, open rate, CTR and partner share of clicks.

Space Availability

• Up to four (4) partners per island
• Four island opportunities: Kaua‘i, O‘ahu, Maui Nui and Island of Hawai‘i
• Eligibility: Open to HVCB members only
• Participation: First-come, first-served

Offer Guidelines & Requirements

Participating partners must have a bookable offer that can also be booked directly through the partner's website. An existing offer may be used.

• Expedia will work with each participating partner to ensure the desired offer is available on the Expedia platform.
• Recommended Booking Window: November–December 2026. Partners ultimately determine the booking window for their offer.
• Blackout Dates: Permitted; partners are encouraged to clearly identify blackout dates on their offer page.
• Suggested Travel Dates: Determined by the participating partner based on the offer. Travel dates extending through at least Q1 2027 are recommended to support the campaign objective of generating future travel demand.
   

Participation Ad Rate
 

HVCB will invoice partners shortly after partners have been confirmed. 

Deadlines

• Once participation is confirmed, partners will receive a creative specifications sheet outlining required images, copy, logo and links.
• Creative assets should be submitted to Noelani Schilling-Wheeler at nschilling-wheeler@hvcb.org.

Payment Due: Wednesday, 18 November 2026
 

Questions

For questions or additional information, please contact:

Noelani Schilling-Wheeler
Director, Island Tactical Marketing & Cooperative Programs
Hawai‘i Visitors & Convention Bureau
nschilling-wheeler@hvcb.org