Aulani “Uncle”

Disney’s Aulani Resort & Spa needed a solution to low bookings during shoulder season, those transition periods between peak winter and summer travel months. We thought who better than “Uncle”, that beloved Hawaiian family member who tells stories and passes down family lore, to bring people small “Moments of Aloha” as a way to introduce our answer to shoulder season: Mahalo Season.

Ahhh

Kindness

Language

Snow

Ohana

Happiest

Early Hawaiians

The Mahalo Season campaign drove incremental shoulder season demand at Aulani, delivering 90% average occupancy, 3-point year-over-year occupancy lift, and approximately 1,600 incremental room nights, while maintaining rate integrity through a length-of-stay value strategy. And it proved that humor works.

Previous

D23
Next

Unforgettable Families