Editor's Message. Market Conditions and Trends. Economy. Outbound Travel Market Competitive Environment Consumer Trends Media Trends Airlift

Size: px

Start display at page:

Download "Editor's Message. Market Conditions and Trends. Economy. Outbound Travel Market Competitive Environment Consumer Trends Media Trends Airlift"

Oliver Burke
6 years ago
Views:

2013 Japanese Arrivals: February 2013 Japanese Arrivals: February 2013 (Per Island & Travel

(3/11) Hawaiian Island Seminar & Workshop (3/12-3/19) Media Workshop & Seminar (3/21~3/22)

1 Editor's Message Market Conditions and Trends Economy Outbound Travel Market Competitive Environment Consumer Trends Media Trends Airlift Visitor Statistics Total Arrivals: February 2013 Japanese Arrivals: February 2013 Japanese Arrivals: February 2013 (Per Island & Travel Trends) Japan Outbound Travel: February 2013 What's Happening HIS Sapporo Office Seminar (3/11) Hawaiian Island Seminar & Workshop (3/12-3/19) Media Workshop & Seminar (3/21~3/22) HTJ Facebook Media Hawaii Media Exposure Upcoming Events Travel Trade & Media Projects Radio Promotion

2 Aloha! From Hawaii Tourism Japan(HTJ), we hope that everyone is ready for another exciting month. During the month of March, HTJ toured with partners through five major cities of Japan that have direct flights into Honolulu for Hawaiian and conducted Island Seminar & Workshop. Also in order to connect our Hawaii partners with the Japanese Media, HTJ conducted our Media Workshop & Seminar in Tokyo. Facebook fans has increased to 15,000 and we are looking forward to keep on increasing the number of fans by conducting campaigns. We humbly ask for all of your continuous support as we continue to expand Hawaii tourism opportunities in Japan. You are more than welcome to contact us regarding any questions, suggestions and/or updates. Mahalo nui loa! Economy Efforts backed by the Abenomics strategy of heavy monetary policy have continued from Japan as they strive to re-grow their economy, though efforts have been slow. Due to these efforts, the exchange rate remained around a 94.5 JPY to USD rate still in favor of the yen. Despite the weakening in yen compared to 2012, Japan still faces a growing trade deficit with February having around $8.1 billion as rising costs in imports continues to trouble Japan to fill their energy needs Unemployment for the month of February experience a slight rise of 0.1% to 4.3%, but anticipations for more people to join the workforce as the hiring season for new employees is around the corner with preliminary results showing approximately 840,000 new recruits nationwide Outbound Travel Market Overall outbound travel market for Japan has similar trends with favorable travel to short-haul destinations. Competitive Environment Competition for the Japan visitors have been on the rise as they continue to be a very profitable market for the tourism industry not only from short-haul destinations, but efforts have been picking up especially in long haul destination in Europe. Efforts have been made by other destinations in efforts for targeting regional cities especially Fukuoka, Nagoya, Osaka, and Sapporo this month Fukuoka had a recent launch of a flight from KLM in connecting Europe with Japan providing access between Fukuoka and Amsterdam on three times a week and capable of holding 318 passengers per flight as it provides a key port into exploring all of Europe Nagoya and Osaka have been seeing a lot of popularity with Guam especially with the golden week quickly approaching

3 passengers per flight as it provides a key port into exploring all of Europe Nagoya and Osaka have been seeing a lot of popularity with Guam especially with the golden week quickly approaching Sapporo has been seeing pushes from Thailand with a lot of competition to get more people on the direct flights that were launched the same day as Hawaiian Airlines Sapporo Honolulu route Consumer Trends Especially with concerns over health as Japan has been affected by the air pollution that drifted from China, Japanese consumers have been making efforts to purchase more air purifiers in the past month. Scares of the impact from the minute particles as well as it being close to allergy season in Japan air purifiers sales increased around 50% reaching over 450,000 units and generating sales of close to $122 million. Media Trends Magazine companies and news distributors have been showing signs of progress in converting into an e-friendly environment in order to reach the shifting demographic that do not access news through the traditional mediums. Fashion magazines from major publisher "Shueisha Inc.," have developed electronic versions of 11 of their magazines to supplement their paper copies including titles like "Seven teen" and "Non-no" that target the young women demographic Efforts have been met positively as electronic versions of ELLE Japan (focused on young female audience) was able to attain over 10,000 downloads per day compared to their base circulation of nearly 90,000 Airlift The airlift out of Japan shows some potential in improving the access between Hawaii and Japan, but there still remains some uncertainty on how great the impact will be in the near future with concerns about the status of the Boeing 787s still being a major concern for both carriers All Nippon Airways (ANA) and Japan Airlines (JAL). Korean Airlines launched their direct daily flight operation between Narita on March 31 Current outlook for the re-launch of the Boeing 787s remains hopeful for both ANA and JAL as announcements by ANA have been made that they would start taking reservations for flights using the 787s planned for June, but may switch to a different model at a later date Jalpak announced that they will be conducting two charter flights targeting families with children or infants which have been gaining popularity since Total Arrivals: February 2013 Most of the February visitor statistics continued to rise; total visitor arrivals (+7.8%), visitor days (+3.1%), per person per day spending (+6.6%), per person per trip spending (+1.9%), and total expenditures (+9.9%). Average length of stay dropped in February (-4.4%). With this month of positive trends, the year-to-date (YTD) Hawaii's visitor industry statistics are also positive in most areas. Increases were reported in total visitor arrivals (+6.9%), visitor days (+2.3%), per person per day spending (+5.1%), per person per trip spending (+0.7%), and total expenditures (+7.6%). Average length of stay dropped in February (-4.2%). Total Arrivals February 2013 % Change YTD 2013 % Change Total Visitor Arrivals 675, % 1,357, % Avg. Length of Stay % %

4 Japan Outbound Travel: February 2013 Total Arrivals February 2013 % Change YTD 2013 % Change Total Visitor Arrivals 675, % 1,357, % Avg. Length of Stay % % Visitor Days 6,199, % 13,311, % PPPD Spending $ $ % PPPT Spending $1, % $1, % Total Expenditures $1,224.8-mil 9.9% $2,659.0-mil 7.6% Japanese Arrivals: February 2013 Positive trends were seen in total visitor arrivals (+3.9%), visitor days (+0.4%), while average length of stay (-3.4%), per person per day spending (-0.4%), and per person per trip spending (-3.8%) percentages dropped. Total expenditures remained the same. Positive trends for year-to-date (YTD) were seen in average length of stay (+5.8%), visitor days (+2.9%), and total expenditures (+1.9%) while average length of stay (-2.7%), per person per day spending (-1.0%), and per person per trip spending (-3.7%) showed negative trends. Japan Arrivals February 2013 % Change YTD 2013 % Change Total Visitor Arrivals 118, % 236, % Avg. Length of Stay % % Visitor Days 685, % 1,367, % PPPD Spending $ % $ % PPPT Spending $1, % $1, % Total Expenditures $205.5-mil 0.0% % Japanese Arrivals: February 2013(Per Island & Travel Trends) All island visits showed positive trends with Oahu (+3.5%), Kauai (+31.2%), Maui (+24.1%), and Hawaii Island (+4.9%). Year-to-date (YTD) figures showed positive trend as well with Oahu (+5.7%), Kauai (+31.2%), Maui (+24.1%), and Hawaii Island (+4.9%). Although Kauai only visits decreased (-56.9%) from January's figure (+525.6%), YTD showed positive trend (+74.0%). Hotel bookings (+5.0%) and condo bookings (+8.8%) increased. Continuing from January, MCI showed a major increase in February (+132.1%). Group tours was the main method to travel with an increase (+21.8%). *For monthly visitor arrival statistics, visit the Hawaii Tourism Authority (HTA) website: hawaiitourismauthority.org/research Arrivals Arrival per island February 2013 % change YTD 2013 % change Purpose of Trip February 2013 % change YTD 2013 % change Oahu 114, % 227, % Pleasure 97, % 197, % *Oahu only 95, % 189, % *Honeymoon 20, % 36, % Kauai 3, % 5, % *Get Married 5, % 7, % *Kauai only % % *Vacation 75, % 159, % Maui County 7, % 14, % MCI 9, % 19, % *Maui 7, % 14, % Other % 1, % *Maui only % 2, % Travel Status Hawaii 16, % 33, % First-timers 44.5% -1.9% 41.9 % -0.9% *Hawaii only 2, % 4, % Repeaters 55.5% 1.9% 58.1 % 0.9% Accommodations Group Tour 35, % 67, % Hotel 104, % 207, % Package 88, % 175, % Condo 11, % 22, % No Package 30, % 60, % Timeshare 3, % 6, % Independent 24, % 51, %

Timeshare 3,274 30.0% 6,973 10.8% Independent 24,401-11.2% 51,031-9.8% Japan Outbound Travel: February 2013 Although Japan's outbound travel decrease by 4.0%, Hawaii (+9.1%), Thailand (+25.

5 Timeshare 3, % 6, % Independent 24, % 51, % Japan Outbound Travel: February 2013 Although Japan's outbound travel decrease by 4.0%, Hawaii (+9.1%), Thailand (+25.7%), New Zealand (+13.5%), and Spain (+18.5%) showed the positive trend in February. YTD February 2013 Arrivals % Change Arrivals % Change Total 2,787, % Oceania Asia Australia TBA TBA Bali, Indonesia TBA TBA New Zealand 16, % China 458, % North Mariana TBA TBA Hong Kong 163, % Europe Macau 47, % Austria TBA TBA Malaysia TBA TBA Croatia TBA TBA Singapore TBA TBA France TBA TBA South Korea 423, % Germany TBA TBA Taiwan 212, % Spain 178, % Thailand 274, % North America Vietnam 98, % Canada TBA TBA Guam 164, % Hawaii 236, % U.S. Mainland TBA TBA *Statistics gathered from Japanese National Tourism Organization at HIS Sapporo Office Seminar (3/11) Along with managers from the Polynesian Cultural Center, Hilton Hawaii, and Aulani a Disney Resort and Spa, HTJ was able to coordinate a seminar that could provide the 23 attendees with an update on what is happening in Oahu and Hawaii Island. Managers were given the opportunity to update the attendees about the new features that are available on their property as well as the new services that they are providing and how it can benefit the visitors In order to reach a wider audience, we utilize the online webcasting system of "Ustream" in order to broadcast this presentation to all of the HIS offices in Hokkaido Especially because a majority of the participants (18 attendees) have not traveled to Hawaii before, they became more informed about the destination and feel more aware about what is available in Hawaii. We see that the "Ustream" services is a unique one that can enhance the amount of people we can communicate with at one time and will be looking to use this in the future to measure how well it is received by other audiences. Hawaiian Island Seminar & Workshop (3/12-3/19) One of our major initiatives in 2013 was our Hawaiian Island Seminar & Workshop where we, along with 22 of our partners, toured through five major cities of Japan that have direct flights into Honolulu. In each city, Sapporo, Osaka, Fukuoka, Nagoya, and Tokyo, were split into a Seminar and a Workshop allowing us to reach a collective audience of 569 people.

Honolulu. In each city, Sapporo, Osaka, Fukuoka, Nagoya, and Tokyo, were split into a Seminar and a Workshop allowing us to reach a collective audience of 569 people.

6 Honolulu. In each city, Sapporo, Osaka, Fukuoka, Nagoya, and Tokyo, were split into a Seminar and a Workshop allowing us to reach a collective audience of 569 people. 3/12 Sapporo (50 attendees) 3/18 Nagoya (67 attendees) 3/14 Fukuoka (67 attendees) 3/19 Tokyo (228 attendees) 3/15 Osaka (157 attendees) Seminar: Workshop: Provide HTJ an opportunity to not only go over the results of 2012 with our Japanese industry partners, but we also were able to inform them about our goals and concepts of our 2013 marketing plan with our continued emphasis of island distribution In addition, we were able to spend time educating the attendees about updated information for all of the neighbor islands in order to continue emphasizing the distinct uniqueness of each island and the need for people to visit each island Our partners who attended could establish relationships with the attendees in order to educate them about what their properties and products can offer to the Japan market through our workshop Not only were we received well by the attendees of the event, this event also served as a way for the Japan industry partners to communicate with us on what challenges they have been facing in each cities that we should be aware of and be thinking of how we can further support them in dealing with these challenges. HTJ will work together on the Hawaii side in order to find ways to improve the situation and continue to tackle our initiatives of improving island distribution, increasing first timers, and expanding the MCI and group business from Japan in Hawaii. Media Workshop & Seminar (3/21-3/22) In order to connect our Hawaii partners with the Japanese Media, HTJ conducted our Media Workshop & Seminar event that brought together 140 editor and journalists and 12 of our Hawaii industry partners to become more educated on what opportunities are available to work together in promoting Hawaii. HTJ provided information to Japan media introducing our marketing plan goals and concepts for 2013 while also providing information to introduce Hawaiian islands and what new things they can look forward to covering Allowed for partners to build and maintain relationships with editors and writers in order to start considering how they both can work together in promoting Hawaii Hawaii industry partners also got to spend time learning about the current Japan media environment as well as how to better interact with consumers directly through social media and smartphones The media received the content of the presentation well as they have already been discussing how they can promote the neighbor islands and what ways they can visit the neighbor islands to develop stories for their readers and audience. Especially for participants that are not focused specifically on trade or Hawaiian media, it showed that they benefitted greatly from learning about all of these opportunities in Hawaii outside of Oahu and were thankful for these opportunities to learn more. In addition, our partners gained a better understanding of the media environment in Japan. HTJ is looking to continue providing these opportunities to both our partners and will try to expand our reach to media that has influence in media like newspapers and more niche markets.

HTJ Facebook HTJ's Facebook page continues growing in

information about what is currently happening in

Total Fans reached over 15,000 people Introduced a

fans and have been seeing more communications not only

will continue with our efforts to provide updated

first anniversary for our Facebook page we are

about our fans experiences in Hawaii and what

Magazine & Newspapers Koku Ryoko Zexy & Oversea

22 pages 8 pages 10 pages 4 pages Hawaii Island

Style Sutekina Hula Style Number LEON Wing Travel

7 HTJ Facebook HTJ's Facebook page continues growing in terms of our fan base as we provide our consumers with information about what is currently happening in Hawaii. Total Fans reached over 15,000 people Introduced a photo campaign stimulating more interaction from our fans and have been seeing more communications not only to our fans, but also between our fans themselves HTJ will continue with our efforts to provide updated information about Hawaii that our audience is interested in learning more about. In addition, because next month will be marking our first anniversary for our Facebook page we are planning to conduct some surveys to find out more about our fans experiences in Hawaii and what additional information they would like to learn about Hawaii. Magazine & Newspapers Koku Ryoko Zexy & Oversea Wedding Perfect Guide Dazzle Men's Club Junon 4 pages 22 pages 8 pages 10 pages 4 pages Hawaii Island Hawaiian Islands Kauai Hawaiian Islands Oahu Hawaii Style Sutekina Hula Style Number LEON Wing Travel Weekly 1/3 page 1 page 1 page 1 page 1 page Hawaiian Islands Hawaiian Islands Hawaiian Islands Hawaiian Islands Hawaiian Islands Online Wing Travel Daily PAO~N Travel Vision JATA Navi News

Online Wing Travel Daily PAO~N Travel Vision JATA Navi News Introduction

Hawaii with emphasis put on newly launched flight between Fukuoka and

March Seminars, and Mele Mei Introduction of new staff, Facebook photo

Hawaiian Islands Hawaii Arukikata Risvel Sekine Kyoko Introduction of HTJ

with special content featuring Oahu and HTJ Facebook photo contest Oahu,

HiTube channel Hawaiian Islands Radio InterFM FM North Wave RKB iheart

Hot Wave ~ Motto Kigaruni Sekaijin~ Hawaiian Islands Hawaiian Islands

8 Online Wing Travel Daily PAO~N Travel Vision JATA Navi News Introduction of HTJ 2013 plan and updated information on each island Introduction of Hawaii with emphasis put on newly launched flight between Fukuoka and Honolulu by Hawaiian Airlines Introduction of Facebook photo contest, March Seminars, and Mele Mei Introduction of new staff, Facebook photo contest and monthly newsletter Hawaiian Islands Hawaii Hawaiian Islands Hawaiian Islands Hawaii Arukikata Risvel Sekine Kyoko Introduction of HTJ Facebook photo Contest Hawaiian Islands World travel information website with special content featuring Oahu and HTJ Facebook photo contest Oahu, Hawaii Island, Maui, Kauai Introduction of HTJ website, Facebook, and HiTube channel Hawaiian Islands Radio InterFM FM North Wave RKB iheart Hawaii So Much More Hawaii Kanto Area Hokkaido Area Kyushu Area Hawaii Hot Wave ~ Motto Kigaruni Sekaijin~ Hawaiian Islands Hawaiian Islands Hawaiian Islands KBC PAO~N Kyushu Area Oahu Date FM Hawaiian Spec Sendai Area Hawaiian Islands

9 TV 3D Account of the Trip XV Paradise of Food Lucky! For Preview of Special program "Local Girl 'Sumire' enjoys private Hawaii with father Junichi" BS 11 Chukyo TV Fuji Mezamashi TV Nijiiro Jean Kansai Telecasting Corporation Introduction of delicious cuisine found in Hawaii and done so with 3-D images Program featuring the trip of fashion model Sumire and her father while visiting Oahu Morning Jan Ken Po campaign to try and win trip to Hawaii including airfare and lodging Introduction of Hawaii Island beaches, hotels, and etc. including Hapuna Beach, Mauna Kea, Kilauea, Punaluu Black Sand Beach Travel Trade & Media Projects 3/31-4/4 Korean Air Line FAM tours Oahu 4/09 Osaka Sales (We have an appointment with; KNT, Pacific Resorts and R&C) 4/10 JTB LOOK COLLEDGE Osaka Seminar 4/11 HPCE Monthly Meeting 4/10-11 Honolulu wholesaler Maui 4/15-4/19 Kyushu press tour Oahu and Kauai 4/17-4/22 Delta Fukuoka FAM Tour Oahu and Hawaii Island Sun Mon Tues Wed Thu Fri Sat Radio Promotion Norh Wave (Sapporo) Every Sunday 15 min (9:00-9:15) RKB (Fukuoka) Every Sunday 10 min (17:50-18:00) InterFM (Tokyo & Yokohama) Every Saturday 120 min (8:00-10:00) Date FM (Sendai) Every Thursday 10 min (16:35-16:45) KBC (Fukuoka) Every Friday 10 min (15:15-15:25) Hawaii Tourism Japan

10 Hawaii Tourism Japan Hawaii Office 1600 Kapiolani Blvd Suite 723 (Pan Am Bldg.) Honolulu, HI Tel: (808) Fax: (808)

Monthly Newsletter. Editor s Message. Visitor Statistics Total Arrivals: January Japanese Arrivals: January 2012

Monthly Newsletter. Editor s Message. Visitor Statistics Total Arrivals: January Japanese Arrivals: January 2012 Monthly Newsletter Vol. 02 Editor s Message Aloha! January figures have shown many positive trends with the Japanese Market. Hawaii Tourism Japan has been busy in February to replicate this success with