Outreach aids Outrigger during upgrade

Outrigger Waikiki on the Beach, a 524-room waterfront hotel, will wrap up $18 million in renovations in September without having to woo back customers thanks to an aggressive social media and marketing campaign that turned construction into a game for guests.

The outreach allowed the property to cram two years’ worth of renovations into nine months and fill all available rooms even at the height of renovations, which are about 90 percent complete, said General Manager Robert McConnell.

“This was literally the smoothest renovation that I’ve ever been a part of,” McConnell said. “The key is that we made sure everyone knew what was going on, and our partners supported us.”

The property notified wholesalers well in advance of the construction, discounted its rates to $159 a night, offered special incentives during the work period and used social media to update guests and future guests on the proj­ect’s prog­ress, he said.

“We kind of turned it into a fun thing,” McConnell said. “We literally took pictures daily and posted them online, and the funny thing is that people would still ask for more.”

Randy and Vicki Bahr, who were staying at the Outrigger Waikiki during the start of the renovations in March, said the construction didn’t interfere with their visit even though it took place during one of the most disruptive periods.

From March 5 to June 30, Outrigger Waikiki completed all external building spall work, installed lanai glass railings, reconstructed the pool and deck, and upgraded guest rooms and corridors on floors 7 to 16, McConnell said. The proj­ect was put on hold during the busy summer period from June 30 to July 30 and for RIMPAC, he said.

“I was in the construction business a long time, and having a project go smoothly with the least disruption all boils down to good planning,” Randy Bahr said.

Since returning home to Peoria, Ill., the Bahrs have been tracking Outrigger’s prog­ress and are looking forward to experiencing the improvements when they return to the hotel for their 28th stay in September.

“They’ve been sending emails and pictures of the pool renovations and what’s been going on with the rooms,” Vicki Bahr said. “It looks so beautiful.”

Jack Richards, president and CEO of Hawaii’s largest tour wholesaler, Pleasant Holidays LLC, said Outrigger’s efforts to inform guests of the construction in advance paid off.

“We haven’t had any major complaints,” Richards said. “That’s unusual, but they really worked to inform travelers ahead of the trip.”

Following the renovations, which are the first major changes to the property since 2004, guests will see a completely remodeled pool and whirlpool spa and expanded pool deck complete with new lighting and additional landscaping, McConnell said.

The hotel’s interior corridors were recarpeted, and new art and energy-efficient lighting were installed. Guest rooms were outfitted with new paint, furniture, carpet and draperies in warm earth tones. New lighting, shower and tub upgrades, and low-flush energy-saving toilets were installed. New memory foam sofa beds also were part of the renovation.

“People are going to be fighting over who sleeps on the couch,” McConnell said.

Glass railings were installed in all oceanfront rooms and suites to enhance the view. Additionally, new electronic locks and in-room safes will provide better security for guests, and soundproofing insulation will offer enhanced privacy.

As of Sept. 3 all guests checking into the hotel will stay in renovated rooms, McConnell said. Since most of the renovations are complete, rates will start at $259 a night, he said.

While Phase II renovations will continue through December, they are expected to have minimal impact on guests, McConnell said.

Lanai and building touch-up painting will be completed in September, he said. Room renovations are expected to finish in November, McConnell said.

While one guest elevator and service elevators were already upgraded for energy efficiency, Outrigger is renovating three additional guest elevators, he said. The last one will return to service in January, McConnell said.

Outrigger’s renovations will add to the already more than $4 billion worth of renovations that were done in Waikiki during the past 15 years, said Rick Egged, president of the Waikiki Improvement Association.

“It’s great that properties are continuing to invest,” Egged said.

“The large-scale reinvestment in Waikiki has enabled it to lead the turnaround in Hawaii’s economy. If we hadn’t spent all this money, there would be no way our occupancies would be where they are. It’s the occupancy and spending in Waikiki that has made all the difference in tax collections and the like.”

At any given time, 25 to 30 of the Hawaii properties that Pleasant Holidays books travel with in Hawaii are undergoing renovations, Richards said.

“That’s a good thing. Hawaii has to continually upgrade if it wants to stay competitive,” he said.

The renovations should help position Outrigger Waikiki higher with Japa­nese guests, said Taka­yo­shi Masuo, who was playing in the newly renovated pool with his 4-year-old daughter Rion.

“Outrigger is not a famous brand in Japan,” Masuo said. “I’m going to go home and tell everyone about it.”