The introduction of Outrigger's Condominium Collection is designed to build a separate identity for the company's 10 upscale condominium resorts in Hawaii, and distinguish them from the other 40 hotels and resorts operated under the Outrigger and OHANA brands throughout Hawaii, the Pacific and Australia.
To support the new line, Outrigger will launch a comprehensive marketing effort targeted at travel agents and independent savvy travelers who prefer the independence, value and convenience of condominium accommodations. In late May, an impressive eight-page, four-color ad in various travel trade publications will feature Outrigger's Condominium Collection. The ad doubles as a pull-out brochure featuring an easy-to-read map of Hawaii, each property's location, a photo and a complete list of amenities, services and features. A variety of cross promotions with radio stations, television, Internet and wholesale partners will also support the launch throughout the summer.
"We want to change the way travelers and travel agents think about Outrigger's condominium resorts and the best way to do that is to create a unique identity specifically for the collection," said T.J. Oesterling, vice president of Outrigger's Condominium Collection. "We know there is a specific market out there that prefers our condominium product. We have a superior inventory of properties in the most desirable locations throughout Hawaii, and we need to let everyone know it."
The Outrigger Condominium Collection consists primarily of premium low-rise beachfront properties offering studios, one-, two- and three-bedroom units. These fully furnished accommodations are among Hawaii's finest inventory of resort condominiums located in prime destinations like Wailea and Kaanapali on Maui, Kona and the Kohala Coast on the Big Island and Poipu and Kapaa on Kauai. Earlier this year, marketing collateral was revised to officially include "Outrigger" in the name of each property.
According to Oesterling, distinguishing the collection will help travelers and travel agents discern the differences between the condominium resorts and the traditional hotels and resorts that Outrigger operates on Oahu, Kauai, Maui and Hawaii's Big Island.
Outrigger's Condominium Collection Difference
While there are many similarities to Outrigger's hotels, like beachfront locations, daily housekeeping, friendly staff and complimentary in-room coffee, there are key differences like full-sized kitchens, in-room washer/dryer and larger floor plans of one-, two- and three-bedroom units. All condo units have microwaves, coffee makers, televisions with cable programming and VCRs, irons and ironing boards and personal safes, in addition to the full complement of kitchen appliances and utensils.
Last year, Outrigger partnered with condominium owners to complete a $12 million dollars multi-year renovation program that brought impressive upgrades throughout the chain of resorts located on Oahu, Maui, Kauai and Hawaii's Big Island. This investment by the owners in concert with Outrigger's management was to establish Outrigger's position as one of the state's premiere providers of upscale beachfront condominium resorts in Hawaii's most desired destinations. Renovations varied depending on property, but included enhancements to public areas, landscaping, tennis courts, accommodation appointments, new telephone systems and accommodation entertainment systems.
