PHOTO: The 2014 Hawaii Tourism Conference took place on Oahu.

How much does Hawaii care about its local culture and honor its history? Here’s a clue: The 2014 Hawaii Tourism Conference in August opened up with a reenactment of the Hawaiian Islands’ history, complete with period attire and native music.

These days, travelers are seeking an authentic experience. Given that Hawaii has always promoted its culture and stressed its principles and values, the recent trend should naturally lend to greater sales for travel agents…that is, if agents remember to sell Hawaii’s authentic experiences.

Given that travelers are increasingly perceptive about what is and what isn’t an authentic experience, you are probably going to attract more clients if you focus on the authenticity of the destination and form partnerships with suppliers in Hawaii who are deeply ingrained in its culture, In other words, you can offer much more in the way of value in Hawaii to your customers if you cultivate an appreciation for the history, culture and its people.

It was obvious from the start of the 2014 Hawaii Tourism Conference what point the Hawaiian people were trying to make: Selling the Hawaiian experience isn’t just an extra you can add onto an itinerary — it’s a required part of selling a trip to Hawaii. You will come off as an expert, even if you’ve been an agent for years.

Understanding Hawaii’s History

There are probably many things that mainland Americans don’t know about Hawaii’s history, which is why Hawaiian people are stressing the importance of explaining their past. For example, many Hawaiians saw the monarchy’s ceding of control to the U.S. in 1893 as nothing short of an overthrow. It not only created distance between native Hawaiians and Americans, but it also led to many of Hawaii’s future generations losing sight of their culture due to the lack of schooling around the subject.

In fact, many view the annexation in Hawaii in 1898 as an overthrow.

In the official 2014 Hawaii Visitors’ Guide, Jonathan Kay, professor of Hawaiian Studies at the University of Hawaii, wrote about this in his article “Mai Poina: The Hawaiian Nation” and said that “The Congress of the United States annexed a nation state with full knowledge that the vast majority of its citizens opposed that annexation. Armed forces of the U.S. entered the sovereign territory of the Hawaiian Kingdom over the monarchy’s objections and without the justification of war or unrest.”

It’s also important to note that Hawaii did not become a state until 1959, more than 60 years after the 1898 Joint Resolution of Annexation.

Knowing facts such as these will make relating to suppliers in Hawaii easier and also help you appear relevant as an expert to your clients.

The Nature of ‘Aloha’

Yes, the word “aloha” may technically translate to a greeting or farewell, but the word carries much more meaning than that. At the 2014 Hawaii Tourism Conference, Hawaii County Mayor Billy Kenoi explained the meaning of “aloha.”

“What is ‘aloha?’” Kenoi said. “There’s an authenticity to it. It’s real. It’s simple.”

Kenoi may as well have been talking about the Hawaiian people. Not only do you have to understand Hawaii’s history to build a true connection with the Islands, you also have to understand Hawaii’s cultural norms and temperament.

By nature, many Hawaiians are humble, peaceful and more comfortable with a slower pace. In that sense, it may pay to slow yourself down a bit when discussing a business opportunity. Don’t speak as if you only have a limited amount of time and you have another appointment in 15 minutes. Lend more time to speak with Hawaiians and both sides will be glad you did.

Cultural Events and Historic Sites

PHOTO: Polynesian Cultural Center introduces visitors to Hawaii’s heritage.

One of the best ways agents can assimilate themselves into authentic Hawaiian culture is to visit Hawaii’s historic sites, landmarks and natural wonders.

One site that has been lauded for its authenticity is the Polynesian Cultural Center (PCC) on the North Shore of Oahu. Since 1963, the PCC has focused on creating a completely immersive experience. Through six villages — each presenting a different Polynesian culture, including that of Hawaii — agents and clients can experience the customs, cuisine, art forms and other elements that help define the identities of the Polynesian peoples represented. In the Hawaii Village, which completed a renovation in 2013, visitors can eat food derived from a loi kalo (or a taro patch), a Hawaiian staple. Visitors can also learn how to hula, play the ukulele and more, all within an area replicating an ahupuaa, which is a Native Hawaiian land division stretching from the mountain to the sea.

The PCC (profiled in the September issue of Agent@Home magazine) works extensively with agents. Agents can make reservations at www.PCCagent.com and receive 15 percent commission.

PHOTO: The USS Arizona Memorial is a unique historic site for visitors. Photo courtesy Hawaii Tourism Authority (HTA) / Kirk Lee Aeder

The numerous Pearl Harbor historical sites in Hawaii are also worth booking and visiting. The USS Arizona Memorial, the Battleship Missouri Memorial, the Pacific Aviation Museum Pearl Harbor, and the USS Bowfin Submarine Museum & Park are just a few examples of sites that agents should highlight when planning itineraries for their clients.

When it comes to Hawaii’s natural timeless wonders, there are plenty to choose from. The National Park Service features several national parks in Hawaii. These parks feature seven national natural landmarks, 33 national historic landmarks, two World Heritage Sites, 335 National Register of Historic Places listings and 870 places recorded by heritage documentation programs.

Hawaii Volcanoes National Park, Pu’uhonua o Honaunau National Historical Park, Pu’ukohola Heiau National Historic Site and Kaloko-Honokohau National Historical Park are located on Hawaii’s Big Island. Haleakala National Park is located on Maui. And Kalaupapa National Historical Park can be found on Molokai.

While many of the top cultural events take place before November, you’ll want to check out the Honolulu Marathon, the Prince Kuhio Celebration, the King Kamehameha Celebration, Oahu’s Prince Lot Hula Competition, the Merrie Monarch Festival in Hilo, the Waikiki Spam Jam, Maui’s Kapalua Wine & Food Festival, the Hawaii Food & Wine Festival, Kauai’s Eo E Emalani I Alakai Festival, Molokai’s Festivals of Aloha and the Big Island’s Annual Kona Coffee Cultural Festival moving forward, just to name a few.

The annual Hawaii Heritage + Hospitality Forum, which just took place on Oct. 31, is also a premier cultural event that connects Hawaii’s heritage stewards with agents and travel professionals.

The Tourism Legacy Awards, which are presented each year at the Hawaii Tourism Conference, honor those who have perpetuated the Hawaiian culture and built a “legacy of aloha.”