Local DMC, Hawaiian First Class Rates

MEETINGS TODAY

<FONT SIZE="+3"><B>Hawaiian First-Class Rates</B>

By Marcie Carroll

Most companies frown on first-class travel for rank-and-file employees and-in many cases-senior executives as well. But when it comes to long-haul Hawaii flights, first class can be a viable option for meeting participants on both sides of the Pacific.

Business-class seats are no longer offered to Hawaii by most major airlines, so the choice on Hawaii flights-never less than four hours except on a chartered Concorde-is either coach or first class. Premium-service tickets to Hawaii can be surprisingly affordable-at least when traveling on Honolulu-based Hawaiian Airlines between the West Coast and the Islands. Indeed, Hawaiian's first-class service is a little-known secret featuring competitive fares and prize-winning food service.

A recent sampling of San Francisco-Honolulu fares on Hawaiian showed first-class fares at $941 round trip, compared with ticket prices ranging from American Airlines' $2,368 to Delta's $2,404.

Hawaiian passengers can shave the fare even more, to $749 during certain times of the year, by charging it to an American Express card, thanks to an ongoing joint promotion. Passengers also can buy standby first-class upgrades at the checkin counter for an additional $175, space permitting.

On the soft-dollar front, Hawaiian is focusing its marketing efforts on airline food. A recent example was created for Hawaiian by chef Peter Merriman of Merriman's on the Big Island and Hula Grill on Maui: shrimp and corn fritters with ginger aoli, namasu-Japanese-style marinated cucumber-salad with feta cheese, and a choice of Szechwan steak or a succulent fresh mahi mahi with lime butter, followed by pink guava and yellow passion fruit sorbet tart. Other renowned chefs in Hawaii contribute to the menu as well. Onboard entertainment features contemporary Hawaiian music and island-oriented videos.

The carrier, which flies between Hawaii and the West Coast, Las Vegas and the South Pacific as well as between the Hawaiian Islands, also coordinates efforts with Island resorts to bring in corporate planners and groups, according to Peter Jenkins, senior vice president for marketing.

Meanwhile, other carriers competing for Hawaii service also are trying to shorten the trip by creating a Hawaiian atmosphere before the jet ever lands.

Continental offers "Spirit of Hawaii" service with island products and menus created by the best-known Hawaii regional cuisine star, chef Roy Yamaguchi, for BusinessFirst service on flights between Hawaii and the West Coast, and on Continental Micronesia flights linking Hawaii with Guam and Japan.

"The sights, sounds and tastes of the Islands will accompany Continental passengers throughout their trip, from takeoff to arrival at their final destination," said Continental COO Greg Brenneman.

After consulting with Hawaiian experts on Island-style amenities, Continental decided to include mai tais, fruit juices, island waters, macadamia nuts and tropically flavored Dave's Ice Cream on its Hawaii service.

Meanwhile, United, which will celebrate 50 years of flying to Hawaii in 1997, plans to serve Pacific Rim dishes, pass out macadamia nuts and dress attendants in aloha attire once again, a practice discontinued a few years ago when the carrier went global.

The airline also is working up a special in-flight video about Hawaii and a series of events to celebrate its golden anniversary in May 1997.