Hawaii Tourism Authority names new Vice President of Marketing and Product Development

The Hawaii Tourism Authority (HTA) announced today that veteran Hawaii hospitality executive Pattie Herman has been appointed as vice president of marketing and product development. She will begin work on December 2.

“In addition to having a long and successful career in the visitor industry, Pattie’s experience and success in the Asia market will be vital as we continue to focus on this high-spend traveler,” said Chris Tatum, HTA president and CEO.

An accomplished executive with more than four decades of managerial experience in Hawaii’s tourism industry, Herman will join HTA’s executive leadership team. She will be responsible for supporting HTA’s initiatives and programs to strategically manage Hawaii tourism in a sustainable manner. This includes overseeing branding strategy and planning, the development of new products and experiences, and the administration and coordinated promotion of all tourism programs supporting leisure and group travel.

“Having worked in Hawaii’s hospitality industry for more than 40 years, it’s time for me to give back to the Islands and what better position than through this new role with the State. I love tourism, meeting new people and building relationships,” said Herman. “My objectives will be to promote the destination’s multi-faceted experiences, to focus on the quality of tourism, and to build on the traditions of the Hawaiian culture with passion and extreme care,” she continued.

Herman currently serves as the director of sales and marketing for Waikiki Beach Marriott Resort & Spa and formerly served as area director of sales and marketing – Asia for Marriott Hotels & Resorts in Hawaii. Prior to that, she held high-level executive positions in sales and marketing at Sheraton Kauai Resort, Westin Resorts Hawaii and Sheraton Waikiki/Moana Surfrider. She has extensive experience in operations, sales and marketing, and diversified leadership.

Herman was born and raised in Yokohama, Japan, and moved to Hawaii with her family when she was in high school. She graduated from Star of the Sea School. She received her Associate degree in hotel management from Kapiolani Community College and worked her way up the corporate ladder. She speaks fluent Japanese.