Mauna Kea is a legendary 5-star Hawaiian resort envisioned in the mid-1960s by Laurance Rockefeller as a private estate with a rich cultural resort experience, from its architecture to its landscaping and its world-renowned art collection. Resonance was engaged to help the resort that started it all in Hawai‘i to consider fresh development investments aligned with ownership’s goals and a positioning strategy that would attract a new generation of travelers.
To understand current and potential guests, Resonance created a robust online survey of past guests to assess their resort experience and the attractiveness of new amenities and residential types. We then assessed seven competing resorts on the island. Key trends in luxury travel were shared during a workshop with senior management to determine which trends were most important to the future of the resort, and which segment of luxury travelers were the most important target market.
The combination of these findings gave management direction for the marketing of various Mauna Kea properties, including ways to leverage potential new amenity and infrastructure investment to position the 5-star Mauna Kea as an icon—part of a collection of the most exclusive and luxurious resort experiences for wealthy contemporary travelers, not only on the islands, but in the world.