That sprung the idea to encourage people to drop their mundane routines, change their scenery and WFH (Work from Hawaii). So, rather than try and convince New York workaholics to give up their hustle, we decided to let them know that Hawaii is the perfect muse to take their work to the next level. National data reveals more Americans are choosing to work remotely to accommodate demanding careers, but that trend has not seemed to spread to career-obsessed New Yorkers. In a survey we conducted, we found that 96 percent of millennials in the Empire State agreed that getting away from their work routine was essential to fueling their creativity. New Yorkers are obsessed with their careers, but they hate the office.

We needed a way to convince New Yorkers to leave the office and make Hawaii top-of-mind for their next vacation destination. In fact, our research found that New Yorkers were taking fewer vacations overall, with less than 50 percent of them using up their available vacation time. In 2018, tourism from New York to Hawaii was lagging.

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