Vol. 85 August 17, 2011

Transcription

1 Vol. 85 August 17, 2011 Editor s Message Obon has kicked off, marking the peak of Japan s summer holiday season, with festivities, fairs, and travel! While June arrivals (P1) and outbound departures (P2) were down during this shoulder period, Japanese arrivals are starting to finally pick up this month. This is perhaps a result of the strong push in travel promotions (P3) and major media exposures (P4) last month. Visitor Statistics Total Arrivals: June 2011 After consecutive increases since the beginning of this year, total visitor arrivals to Hawai`i dipped in June (-3%) in comparison to the same period last year. However, average length of stay (+3%) remained positive, along with per person per day spending (+13%), per trip spending (+17%) and total expenditures (+13%). Despite the slight declines noted in June, visitor statistics remain strong year-to-date (YTD): visitor arrivals (+5%), average length of stay (+2%), visitor days (+7%), per person per day spending (+11%), per trip spending (+13%) and total expenditures (+18%). Japanese Arrivals: June 2011 Japanese arrivals continued to decline into June 2011 (-16%), but at a slower pace than originally projected by HTA (-30%). As a result, total visitor days (-13%) was also negatively affected. However, spending continues to improve, with increases in per person per day (+18%) and per trip spending (+22%), and total expenditures (+2%), which may be attributed to an increase in the average length of stay (+3%). YTD, Japanese arrivals (-9%) and visitor days (-6%) remain down, while all other statistics continue to gain momentum: average length of stay (+4%), per person per day (+12%) and per trip spending (+16%) and total expenditures (+6%). Japanese Arrivals: June 2011 (Per Island & Travel Trends) Since the majority of Japanese travel to O`ahu and Hawai`i Island, the overall declines have negatively affected arrivals to these islands. Declines to Hawai`i Island are more apparent due to the lack of direct access this year, and in comparison to the spikes in Japanese arrivals reported last June: +56% total and 129% Hawaii Island only arrivals. Maui County and Maui island arrivals decreased in June and YTD, but Maui-only arrivals continued to increase in June (+16%) and remained unchanged YTD. The island of Kaua`i has been more popular this year, exhibiting growth in total arrivals in June Let s hope these initiatives continue to build momentum into Silver Week in September and through the rest of the year. Find out what else is going on, whom to target (P4) and what opportunities are available in the market (P5). Mahalo for your support and contact us anytime (P6). Total Arrivals Jun 2011 % Change Total Visitor Arrivals 607, % Avg Length of Stay % Visitor Days 5,862, % PPPD Spending $ % PPPT Spending $1, % Total Expenditures $1,037.3-mil 13.1% Total Arrivals YTD 2011 % Change Total Visitor Arrivals 3,565, % Avg Length of Stay % Visitor Days 34,021, % PPPD Spending $ % PPPT Spending $1, % Total Expenditures $6,044.4-mil 18.4% Japanese Arrivals Jun 2011 % Change Total Visitor Arrivals 84, % Avg Length of Stay % Visitor Days 492, % PPPD Spending $ % PPPT Spending $1, % Total Expenditures $149.2-mil 2.1% Japanese Arrivals YTD 2011 % Change Total Visitor Arrivals 527, % Avg Length of Stay % Visitor Days 3,121, % PPPD Spending $ % PPPT Spending $1, % Total Expenditures $890.8-mil 5.6% (+13%) and YTD (+2%) and in island-only arrivals for the month (+39%) and YTD (+80%). Hotel bookings dropped in June (-19%) and YTD (-11%) in conjunction with the decline in total Japanese arrivals. However, condo (+18%) and timeshare (+19%) bookings jumped in June and YTD, which may be the result of the growing number of extended vacations. Leisure (-18%) travel remained down in June as the number of Japanese vacationing (-19%), getting married (- 1

2 6%) or honeymooning (-14%) in Hawai`i decreased during the month of June and YTD. MICE travel on the other hand, increased during the month of June (+36%) and remains up YTD (+38%). The ratio of first-timers (44%) vs. repeat travelers (56%) Arrivals Jun 2011 % YTD 2011 % Arrivals Per Island O`ahu 82, % 507, % * O`ahu only 68, % 427, % Kaua`i 2, % 9, % * Kaua`i only % 1, % Maui County 5, % 28, % * Maui 5, % 27, % * Maui only % 4, % Hawai`i 11, % 70, % *Hawai`i only 1, % 12, % Accommodations Hotel 74, % 460, % Condo 8, % 53, % Timeshare 2, % 15, % Japan Outbound Travel: Jun 2011 Japanese outbound travel slightly declined in June 2011 (-3%) and remains down YTD (-3%) with just over 7.6- million overseas departures during the first six months of the year. Despite declines in Japanese arrivals to traditional destinations like Bali (-22%), China (-10%) and South Korea (-7%), some destinations like Singapore (+22%), Taiwan (+12%), Thailand (+21%) and Vietnam (+12%) continue to gain more Japanese visitors, in comparison remain unchanged in June and YTD. Group (-26%), package (-19%) and non-package (-5%) bookings through travel companies was down in June and YTD. Independent travel bookings slightly increased (+2%) in June but remains slightly down, YTD (-3%), despite becoming an increasingly popular travel option. Arrivals Jun 2011 % YTD 2011 % Purpose of Trip Pleasure 68, % 451, % *Honeymoon 17, % 91, % *Get Married 5, % 27, % *Vacation 50, % 354, % MICE 6, % 25, % Other 4,179 NA 26,831 NA Travel Status First-timers 43.8% -0.5% 43.5% 0.3% Repeaters 56.2% 0.5% 56.5% -0.3% Group Tour 31, % 167, % Package 65, % 391, % No Package 19, % 135, % Independent 16, % 112, % For monthly visitor arrival statistics, visit the Hawai`i Tourism Authority (HTA) website: YTD Jun 2011 Arrivals %Change TOTAL 7,635, % Asia Bali, Indonesia 94, % China 1,671, % Hong Kong 598, % Macau 179, % Malaysia***** 29, % Singapore* 246, % South Korea* 1,140, % Taiwan 590, % Thailand 574, % Vietnam 268, % Oceania Australia 146, % New Zealand 35, % N.Marianas 74, % to the same period last year. Similarly, European destinations are faring better, as these destinations experienced notable declines in 2010 due to political or environmental issues in the respective regions. Hawai`i continues to receive the most Japanese arrivals beyond Asia, and has reported less significant declines than Oceania, Canada and Guam, which reported double-digit declines YTD through June. YTD Jun 2011 Arrivals %Change Europe Austria* 131, % Croatia* 46, % Denmark* 26, % France*** 592, % Germany* 398, % Spain 496, % UK***** 60, % North America Canada* 60, % Guam 453, % Hawai`i 527, % US Mainland** 376, % Middle East Dubai****** NA NA Turkey 85, % Source: Japanese National Tourist Organization (JNTO) Missing figures: * June ** May ***Apr ****Mar *****Feb ******Jan Includes Jul figures Figures reflect total room nights 2

3 What s Happening: Jul HTJ Highlights Travel Fairs: The Let s Go Kaigai (Overseas) annual travel fair was held on July 9 at Roppongi Midtown, a high-end shopping area in central Tokyo. The afternoon event included booths by 32 destination bureaus, including Australia, Europe, Hawai`i, Hong Kong, Los Angeles, Macau, Malaysia, Marianas, Philippines, Tahiti, Taiwan, Thailand and Vietnam, among others. The oneday event was attended by up to 12,500 consumers. Yokohama Festivities: Japan s biggest Hawai`i festival was held from July at various venues throughout Yokohama. The event incorporated the State of Hawai`i s Aloha for Japan campaign, and raised funds for the relief efforts. The main venue was at Ohsanbashi Passenger Terminal which included Hawaiian retail, food, travel and experiential booths as well as live entertainment by KONISHIKI, Lorna Lim and Pali, among others. HTJ provided entertainment by Manoa DNA, hula dancer Sarah Noyle and Miss Hawai`i USA 2009 Aureana Tseu. The final HTJ performance closed with a 1,000 person hula, in which the audience learned the HTJ 2011 theme song, Our Hawai`i. Twelve partners filled the HTJ booth at the main venue, including: BIVB, Halekulani/Waikiki Parc Hotels, Hawaiian Airlines, Hertz Rent-a-Car, HiLife, Hilo Homemade Ice Cream, Iolani Sportswear, Japan Lomilomi Association, Landmark Hotels Group, Philip Rickard Honolulu, Ukulele Puapua and Waikoloa Beach Resort. Other major travel partners represented at the event included H.I.S., Disney Vacation Club, Hilton Grand Vacations Club and Marriott Vacations Club. The three-day, free event attracted 306,000 attendees throughout all venues. Educational Travel Seminars: This month, 12 students from Hibiya High School in Tokyo will travel to Hawai`i Island for a school trip. Prior to the trip, HTJ attended a seminar to provide information about the destination and places they will be visiting, including Maunakea, Imiloa Astronomy Center, among others. As a Super Science High School (SSH), its students are especially excited to to learn more about astronomy-related sites on Hawai`i Island. On July 20, HTJ traveled to Ibaraki to participate in a Hawai`i Seminar at the Taisei Jyoshi High School, which is sending an educational tour to Hawai`i in October for four-nights, six-days. Since the students will be studying the destination prior to their trip, the seminar provided a Watabe Wedding Osaka New Product Seminar: With the launch of Hawaiian Airlines new Kansai-Honolulu flight, and its newest property in Ko Olina, Watabe Wedding started to push promotions in the Osaka area. Therefore, Watabe held a Hawai`i Seminar in Shin- Osaka on July 14 to educate travel agents within the area about its new products and promotions. The new products included packages offering weddings at its In the western market, the Kansai International Airport hosted its annual Kanku Travel Fair from July The weekend event included destination booths by California, China, Chuuk, Europe, Guam, Hawai`i, Hong Kong, Korea, Las Vegas, Los Angeles, Macau, Malaysia, Marianas, Philippines, Taiwan, Thailand and Vietnam. The event attracted 32,000 attendees over the two days. In conjunction with this event, HTJ partnered with the Yokohama Royal Park Hotel to organize a Hawai`i Seminar for its hotel guests. The event included a Hawaiian luncheon, retail booths, destination presentation and hula workshop. HTJ provided entertainment by Manoa DNA and a workshop lesson with hula dancer Sarah Noyle, as well as distributed travel collateral to all attendees. The hotel also coordinated a talk show session with Manoue Yamashita, a popular Japanese travel writer and Hawai`i enthusiast. The popular annual event was again filled to capacity with 270 attendees, many which are wealthier consumers. 1,000 person hula at AY2011 Ohsambashi Hall good introduction to Hawai`i to generate awareness, excitement and better understanding. The seminar was attended by 176 students and 13 teachers, many of whom will be traveling to Hawai`i. Travel Vision Marketing held an Overseas Educational Travel Seminar on July 29 at Tokai Daigaku Koyu Kaikai in Tokyo. The event was attended by 62 travel agents, school teachers, airlines and other industry professionals eager to learn about the educational tour market and travel options. HTJ participated in addition to other destination bureaus including Dubai, Taiwan and Thailand by providing a presentation and distributing collateral. Place of Welina and new Honu Kai Lani properties. Hawai`i was the only destination invited to the seminar, where HTJ gave a presentation about romance travel in the islands. Since the event included mostly females, 50% of which had been to Hawai`i before, HTJ also provided shopping, eating and nature updates, which were well-received by the 47 attendees. 3

4 Good News! Hawai`i Media Exposures Mature Hawai`i: Eclat, a monthly Japanese magazine for females around 50 years old, featured Hawai`i for Adults in its July issue. The 37-page spread introduced: shops recommended by local coordinators and Japanese stylists that love Hawai`i, ways to enjoy art in Hawai`i (local crafts and museums), sports travel (HTJ s Tabi Spo campaign and beach yoga), popular restaurants, Hawai`i souvenirs for adults, farmer s markets, made-in-hawai`i products and accommodations at the Trump International Hotel and Moana Surfrider, a Westin Resort. The magazine has a circulation of 56,250 nationwide and generated $2.56- million in ad value for Hawai`i. Long-Stay in Hawai`i: Nikkei Business, a weekly business journal for Japanese executives and businessmen, featured Hawai`i in its July 22 nd issue. The eight-page Long Vacation in Hawai`i feature highlighted Kaua`i, O`ahu, Maui and Hawai`i Island, including condo accommodations at Aston Hotels & Resorts properties, HTJ s Tabi Spo campaign, educational activities like astronomy, volcanoes, nature, history, culture, farmer s markets, ecology and energy attractions. The magazine has a circulation of 264,000 and generated $871,111 in ad value for the main islands. Upcoming Events September 3-4 RKB Hawai`i-Fukuoka Sister-State Festival 12 Hawai`i Educational Seminars (Osaka) 16 KE Beyond Inchon Seminar (Niigata) October KE Sapporo/Fukuoka FAM (O`ahu & Hawai`i/Maui) 19 Overseas Educational Seminar (Tokyo) 21 Hawai`i Educational Seminars (Tokyo) HTJ Fall S&W (Tokyo, Osaka, Nagoya) 29-10/2 JATA Tourism Forum & Travel Showcase November 30 HPCE Seminar (Tokyo) Did You Know? This section includes snippets of new travel trends and marketing insight to help you align your company s services and offerings with Japanese consumer interests and needs. Female Travel: A recent article in Travel Journal International (TJI) Online reported that Women (Are) Leading Outbound Travel in Japan. According to the Japan Tourism Marketing Co. (JTM), the number of female travelers between years-old exceeded levels reported in 2007, proportionate to increases in Japan s female population. This shift in market share can be attributed to a comparative decline in business and incentive travel, which consists predominantly of male travelers. Another factor fueling growth in female overseas travel can also be attributed to the increase in marketing efforts targeting this segment. Japanese female media outlets have helped to ignite awareness and interest in overseas travel through ongoing and extensive features. Travel companies have capitalized on this growing trend and now many offer Jyoshikai In Kaigai (Female Overseas Travel) packages. These special segmented packages provide services and optional tours catering to Japanese female interests, which is why they have become so popular among all age groups. According to JTB Communications 2010 First-Timer Research, the majority of Japanese females between years-old noted that their main priorities for overseas travel include visiting natural and scenic attractions, learning about history and culture and enjoying local cuisine. For those interested in traveling to Hawai`i, many said they especially wanted to experience animal-watching, culture and aloha spirit, and local cuisine. Check out the media mentioned in our last newsletter and the websites below to find out what else interests this market. S-Woman: Elle Online: Verita: Café Globe: Sweet Magazine: MORE Magazine: 25ans magazine: FRaU magazine: Keep us posted on your company offerings for this market and look out for upcoming media and other opportunities targeting this market. 4

5 Marketing Opportunities Please see our upcoming marketing opportunities below. If you are interested in any of these opportunities or would like more information, please Please note the specific marketing opportunity in the subject line. Print Eheu Magazine: Japan Airlines and Lighthouse Hawai`i is producing a quarterly magazine featuring interviews with prominent figures in the Hawaiian community and Japanese nationals living in Hawai`i, Hawaiian history and culture, hot travel topics, special luxury lifestyle features, the neighbor islands, Hawaiian wedding styles, travel and living opportunities for seniors and JAL Online Promotions NEW! Hawai i Music Navi: Studio Rim Hawai`i s Music Navi website promotes Hawaiian entertainment and live music venues, ticket promotions and seat reservations to ensure the best service and experience for the Japanese visitor. If your hotel, restaurant or venue offers live entertainment or has an upcoming concert, don t miss this opportunity to be included on this website. NEW: In commemoration of the website s one-year anniversary, Studio Rim is offering an anniversary Travel Vision Hawai`i Special Website: In collaboration with Travel Vision, a major travel trade journal in Japan, HTJ launched a Hawai`i Special Website this year, which features destination information and updates. On July 1, the website launched a promotional webpage called What s New in Hawai`i. If Tabi Spo (Sports Travel) Campaign: Do you have any running, hiking/walking, cycling and/or golf amenities, promotions or offerings catered to the Japanese visitor? If so, please us aloha@htjapan.jp (subject: Tabi Hawai i Hot News: HTJ s Hawai`i Hot News webpage ( receives 1,500 unique visitors HTJ Mail Magazine (merumaga) is ed monthly to 24,500 consumers and 41,800 travel trade professionals in Japan. To be included, send your updates for Podcast Hawai`i Podcast: Explore a new advertorial opportunity with Orbitune s Hawai`i Podcast Discover Aloha Corner. The 20-minute podcast is downloaded weekly by 19,000 well-traveled and tech-savvy years old Japanese. Features include Hawaiian culture, food, music, attractions, events and island updates. Radio J-Wave: Promote Hawai`i s latest travel news and promotions from J-Wave s Waikiki Beach Walk studio. Program Colors of Hawai`i / Music Plus Broadcast Mon-Thu/1:20 1:35pm(JST): Tokyo Reach 284,404 listeners/show FM North Wave: Take advantage of this opportunity to promote your hotel, attraction, restaurant, retail outlet and other updates every week on this radio program: Reach 27,775 listeners/show Profile 40% Male/60% Female ages yrs updates. It is distributed JAL s first class and business passengers, JAL Sakura Lounge patrons, and at major Hawai`i golf courses, luxury hotel lounges and advertiser establishments. If you are interested in advertising or providing updates for consideration, please contact Lighthouse Hawai`i at (808) or hi@uslighthouse.com. special campaign from August through September. Partners can purchase a website banner ad and/or offer sweepstakes giveaways. For more information on this opportunity, please the contact below. Website Page Views 10,000 Unique Visitors 1,500 Contact Reiko Rogers reiko@studiorimhawaii.com you have any new openings, products or promotions to offer Japanese visitors, please contact Travel Vision about this FREE opportunity. Please refer to the HTJ opportunity sent on Jun 15, or aloha@htjapan.jp for details. Spo campaign) to be included on our Tabi Spo website. We will refresh the website (gohawaii.jp/tabispo/) on an ongoing basis so keep us updated, and/or let us know if you have any questions on how to join this campaign. per day. Send your updates to aloha@htjapan.jp to be considered for HTJ s most popular webpage. consideration to aloha@htjapan.jp. HTJ s merumaga is available for download on HTJ s website at gohawaii.jp/mail_magazine/general/vol76/ Podcast Program Cost Contact Hawai`i Podcast (20-25 min) Discover Aloha Corner (2-4 min) $500/episode Includes: interview & website link Kaori Inagaki: k.inagaki@htjapan.jp Profile 48%:20-30 / 42%:40-50 (60% M / 40% F) Deadline Ongoing Contact Kaori Inagaki: k.inagaki@htjapan.jp Program Corner Broadcast Deadline Contact Island Breeze From Hawai i So Much More Hawai i Every Sunday 9:00-9:15 (JST) Ongoing Kaori Inagaki: k.inagaki@htjapan.jp 5

6 Collateral Display HTJ Lounge: Does your company offer Japanese language collateral? If so, please feel free to send them to our office (one per company) and we will display them in our office lounge. Our office is conveniently located in the Caretta Shiodome, a retail and restaurant hub in one of Tokyo s bustling business districts. The HTJ lounge is open 24-hours, 7-days a week and receives 1,500 consumer, trade and media visitors per month. Please us at aloha@htjapan.jp (subject: HTJ Lounge Display) to find out how you can take advantage of this free opportunity. Thank you for reading the HTJ Newsletter. If you have any questions please refer to the list of direct contacts below. Hawai`i Tourism Japan Press Releases, News & Updates, General Inquiries: aloha@htjapan.jp Consumer Marketing Consumer Promotions Events (GW, Aloha Yokohama, JATA): Takashi Kaneko t.kaneko@htjapan.jp Public Relations TV: Takashi Kaneko t.kaneko@htjapan.jp Magazine, Radio: Kaori Inagaki: k.inagaki@htjapan.jp Newspaper & Online: Yumiko Iwase y.iwase@htjapan.jp Website & Collateral HTJ PC & Mobile Website, Collateral Materials: Yuka Sawada y.sawada@htjapan.jp Trade Marketing Workshops, Seminars, FAM Tours, Airline Coops, Sales Calls Mitsuteru Hada m.hada@htjapan.jp Reina Okamoto: reina.okamoto@htjapan.jp Trade Media, Mail Magazine, Educational Travel Tomoko Kenmochi t.kenmochi@htjapan.jp Campaigns & Strategic Development, Reports & Newsletters Lea Okudara l.okudara@htjapan.jp Administration Accounting: Mieko Saito m.saito@htjapan.jp Hawai`i Project Coordinator Marketing Partner Coordination (FAM tours, Events, Other Promotions) & Hawai`i Sales Calls Keiko Fujita k.fujita@htjapan.jp If you would like to access past HTJ newsletters, please visit the HTA website link below and click on Hawai`i Tourism Japan Newsletter hyperlink in the left Related Downloads column: 6