Hawai i Tourism Europe

Transcription

1 Hawai i Tourism Europe

2 The situation

3 Brexit After 43 years in Europe 52% of UK voted to leave Europe Value of weakens BUT $ goes further so never been a better time to market to the UK UK economy robust Flight bookings have increased by 19%

4 The European Economy 2017 predictions UK +1.7% Germany +1.2% Scandinavia +3% France +1.6% Italy +1% Long term stability

5 Shift towards the US A year of safety & security issues in Europe 2015 International visitors to the US: UK +18% 4.9 million visitors $12.6 billion spend Germany +10% 2.27 million visitors $6.8 billion spend France +6% 1.75 million visitors $5.7 billion spend

6 Airlift Increase in flights from Europe to US = +6% in % European traffic transits through LAX, SFO or SEA 21% of traffic travelling on 3 or more flight segments Ultimate goal is to secure direct flights from Europe UK/Germany/Switzerland/Scandinavia

7 Price Positioning - UK Average lead in prices for 2 adults, 7 night stay for competitive long haul destination from the UK

8 Price Positioning - Germany Average lead in prices for 2 adults, 7 night stay for competitive long haul destination from Germany

9 The size of the opportunity European population 743 million European trips 500 million Europeans to USA 13.5 million Europeans to California 2.5 million Europeans to Australia 1.5 million Europeans to Hawai i 143,434

10 The European Opportunity days holiday 8-12 bank holidays High revenue bookings Average stay is 13 days Average number of islands visited 1.7 Average age is 43

11 European target markets Generation Y Millennials, active, sporty, travellers, local cultural immersion, festivals and events, authentic experiences and cuisine, romance, repeat visitation Generation X Highly educated, well travelled, interested in culture and diversity, experiences, older children/multigenerational Generation Silver Affluent, off peak, stay longer, romance, active, interested in culture, guided tours, and fine dining LGBT outbound travel market $56 billion

12 Seize the unique opportunities The world will turn to Hawaiʻi in its search for world peace because Hawaiʻi has the key and that key is Aloha - Pîlahi Pâkî, 1970 Safe and Secure Increase in twin and multi center holidays Product diversity/culture and experiential People want to see something new done New York, Florida, California, Caribbean Attractive destination for trade complex and high value

13 The Future Short Term Build awareness trade and consumer Objectives Focus on breadth and depth of Hawai i as the hero message Increase awareness of unique experiences Leverage destination awareness through sports and cultural events Consumer engagement through PR, broadcast, social and digital content

14 Strategic Approach Leisure Partnership marketing approach Complexity of booking Facilitates measurement Converting consumers Spend more, disperse further, stay longer * Increases incremental business * MCI Hawai i global meeting place Targeting long haul incentive market and international associations Technology Online recruitment Automotive

15 Marketing Plan 2017 Building awareness and driving business

16 The Hawai i Challenge

17 The Hawai i Challenge Interactive game in UK and Germany promoted across online channels with tour operator partners to drive sales to Hawai i. Trade component to incentivize trade to sell Hawai i. FTI bookings to Hawai i +74% Hayes & Jarvis bookings to Hawai i +33% 40,000 game plays 7,000 competition entries 3.6 million impressions

18 Outdoor Media Integrated outdoor campaign to drive sales with Condor in Germany including tram and billboard advertising throughout Frankfurt.

19 PR, print & online Integrated print and online campaign to educate to increase sales to Hawai i through a key airline partner.

20 Broadcast TV TV advertising campaign with Virgin Holidays to drive sales to Hawai i through key trade partner. 6.3 million views on first airing of advert

21 Virgin Holidays Campaign Broadcast for the first time during first episode of X Factor UK s number 1 show with 10 million viewers Saturday 10 th September 6.3 million viewers! 16.9M trend impressions generated 11.1K mentions of #SeizeTheHoliday 579.7k video views generated on Twitter Total media spend by Virgin - 1.8million Bookings are up 330% Maui and 150% to Oʻahu Aloha Europe Roadshow - training the Virgin Holidays reservation teams

22 Trade, PR and MCI Activity Trade Group fam trips, trade missions and roadshows 256 tour operator sales calls 418 sales agents trained PR UK and German Facebook 2.1 million likes 16 individual press trips to date PR value over $18 million 342 media calls MCI Six enquiries for the Hawaiian Islands Three confirmed events 12,569 room nights confirmed

23 New Business for Hawai i 12 new tour operators featuring Hawai i Huge interest from luxury tour operators tour operators are re-writing programs to include Hawai i Targeting niche tour operators Educating established tour operators on special interest and themed packages (hiking, culture, movie related, events, sports) MCI Long Haul Incentive market International Associations based in Europe

24 Representing the Islands Agent online training program launching November 2016 Fam and press trips Trade newsletters and press releases Pitching story ideas to media Sales agent training MCI training and presentations Marketing campaigns Social media activations

25 Hawai i Through the Lens Highlight the beauty, diversity and culture of The Hawaiian Islands and the many activities available on each Island as seen through the lens of a camera OBJECTIVE: Launch a multi-faceted campaign encompassing social media, VR, print & online advertising with tour operator partners to create consumer and trade interaction with The Hawaiian Islands from core target segments TIMING: January March 2017

26 Haribo Hawai i Mix Highlight the beauty, diversity and culture of The Hawaiian Islands and the many activities available on each island by allocating six colors/tastes linked to each island OBJECTIVES: Launch a promotional campaign with key focus on social media advertising and in-store promotion Increase sales to Hawai i through partner tour operator Obtain endorsement through Michael Bully Herbig, a German comedian and film maker TIMING: September 2017

27 Trade Sales Incentives Hawai i s Top 40 The trade needs education - catch the attention of the wider industry through a trade sales incentive to drive bookings to Hawai i. Campaign will center around the TOP 40 things to do in The Hawaiian Islands as the educational element with 40 prizes to win OBJECTIVES: Increase conversion to Hawai i through the trade Increase awareness of the diversity of the Hawaiian Islands Create a buzz and excitement around selling Hawai i TARGET MARKET Tour operator sales departments Travel agents Home workers Working with partners Flight Centre Incentive participants

28 Partnership Opportunities

29 2017 Opportunities Mahalo for all your support Press and fam trips Trade sales incentives Consumer partnerships Participation in market campaigns Aloha Europe Trade shows

30 Mahalo! Thank you! Danke!