Below is an interesting PR post from Creative Holidays. Much of it is standard material you would expect to see in a press release from a travel supplier. I thought the following quotes were interesting:

“The large majority of Australians heading to the Aloha State still stay in Waikiki exclusively.

“At the moment only 20 per cent of travellers are taking advantage of the great experiences on the outer islands, offering agents an untapped market to provide a higher level of specialised service to and up-sell."

Take a look at the rest of the press release at the link below. This appears to be a company with good Hawaii marketing positioning, and even a deal with Lonely Planet to generate interest. 

http://www.etravelblackboard.com/index.asp?id=71112&nav=9