Hawke s Bay Tourism Update December 11, 2018

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1 Hawke s Bay Tourism Update December 11, 2018

2 The Team Ben Hutton Kerryn Ralston Megan Best Lucy Damen Helen Jackson Lisa Sampson Molly Baldwin Marketing Manager Tourism Manager AKL based Marketing Coordinator Content and Media Coordinator Membership Coordinator Finance and Admin CHB Tourism Coordinator

3 HBT & HBTIA Board Hawke s Bay Tourism Board George Hickton Chairman and Independent Board Member Neil Barber - Deputy Chair Dave Simmons Independent Board Member Hinewai Hiwaikirangi Maori Representative Michael Henley HBTIA Board representative Tom Belford - Hawke s Bay Regional Council representative Hawke s Bay Tourism Industry Association Board Neil Barber - HBTIA Chairman, Masonic Hotel Megan Harris Deputy Chair - Inhouse Marketing Michael Henley Aotearoa Fine Wines of NZ and Hawke s Bay Wine Growers Louise Stobart Birdwood s Gallery Di Ross Cottages on St Andrews Rebecca Tacon Planit Events Hamish Prins Prinsy s Tours Charles Ropotini Napier City Council Shaun Bates Hospitality NZ

4 Agenda What are the stats telling us? What have we been up to The Summer ahead

5 So, what are the stats telling us?

6 Latest stats year end October 2018 $646m visitor spend +4.4% Overall nights spent in region -0.5% AirBNB room nights booked 79% 155,315 nights (entire place) Commercial Accommodation +0% 1.222m nights Private Household stays -1% m nights

7 Seasonal spend growth Over 3 years $160.0m $140.0m $120.0m $100.0m $80.0m $60.0m $40.0m $20.0m $0.0m Summer Autumn Winter Spring Summer +14% Autumn +13% Winter +16% Spring +22% This year Summer 18-2% Autumn 18 +3% Winter 18 +6% Spring %

8 AirBNB revenue growth 6,000,000 5,000,000 4,000,000 3,000,000 2,000,000 1,000, Summer Autumn Winter Spring This year Summer % Autumn % Winter % Spring %

9 What have we been doing?

10 Consumer advertising Spring Fling, Central Hawke s Bay

12 Consumer advertising Spring Fling, Central Hawke s Bay AA Great Spot promotion

14 Consumer advertising Spring Fling, Central Hawke s Bay AA Great Spot promotion Summer F.A.W.C!

16 Summer F.A.W.C! 2018 at a glance 5,105 tickets available(5,029 in 2017), 75% tickets were sold (91% in 2017). 60 events in 10 Days (76 in 2017, 82 in 2016) Generated $271,335 in ticket sales ($290,512 in 2017) This does not include tickets sold direct by the venue. Great feedback across all events F.A.W.C! Day Out will be held again 2 November 2019 at Black Barn.

17 Consumer activity Spring Fling, Central Hawke s Bay AA Great Spot promotion Summer F.A.W.C! Tourism NZ-led North Island Touring Campaign Lots of paid promotion through social media

19 Consumer activity Spring Fling, Central Hawke s Bay AA Great Spot promotion Summer F.A.W.C! Tourism NZ-led North Island Touring Campaign Lots of paid promotion through social media Revamped database acquisition & comms

22 Google DMO Partnership Programme

26 Media, PR & Content

27 Recent media famils GQ & Coveteur magazines Good Food Australia China key opinion leaders Otago Daily Times The Guardian & Evening Standard Dish magazine AWOL Australian travel website NZ Woman s Weekly Reader s Digest Canada National Geographic Traveller & Food EIC on the Move Philippines travel show Viagens ao Redor do Mundo Brazilian travel show

28 Hot tips for visitors We need your intel lots of it. What s new or noteworthy? What s in season? What have you discovered? Doesn t matter how big or small, we want to hear about it all. Send it to Lucy Damen lucyd@hawkesbaytourism.co.nz

30 Website YOY growth (12 months to 30 Nov) 59% 46% 36% 34% -2% 11% SUMMER AUTUMN WINTER SPRING 76% DOMESTIC INTL 407,225 sessions Up 30% YOY 51% New users up 20% Returning up 58% 26% 23% 26% 21% -17% AKL WLG CHC HAM TGA PMR ROT

31 Your website listing Have you renewed your listing? You must tick a box to renew Have you checked your listing copy changes, opening times updated? Opening hours over the holidays especially public holidays new feature on website New photos to add? Load your Hot Deals for extra profile

33 The Hawke s Bay Playlist

34 We Won! The New Zealand Tourism Awards 2018 Industry Alignment Award sponsored by MBIE Hawke s Bay Tourism had successfully aligned local councils and multiple business associations and 300-plus tourism operators to create a one-stop-shop visitor website to promote the Hawke s Bay region.

35 Trade Marketing

36 Trade Activity New Tourism Manager Role focusing on; Inbound channels Conference Market Communication with our key partners, IMG members Building capability

37 Trade Opportunities Explore New Zealand - have you registered? April TRENZ May Rotorua Craggy Range, The Crown Hotel, Art Deco Trust, Gannet Safaris, Odyssey New Zealand, Napier Maori Tours, National Aquarium of NZ, Prinsys Tours, Kennedy Park Workshop Series CHB Workshop Winter Workshop Series June - August

38 TECNZ Conference 320 delegates Feedback incredible Visiting delegates spent $479 a day Huge industry support so thank you. Hospitality NZ Conference next October

39 TNZ Staff Conference 100 staff from NZ and Australia Amazing feedback

afield Advertising - 60 Days of Summer Campaign Social media Increasing membership

40 Events Molly Baldwin confirmed as permanent Tourism Coordinator CHB Visitor spend up 14% since YOY Increasing the profile of CHB within Hawke s Bay and further afield Advertising - 60 Days of Summer Campaign Social media Increasing membership of CHB tourism businesses Events for CHB Little Easy April 2019 The Spring Fling

41 Tips for your business

45 What s next?

46 Consumer advertising Summer activity focusing on road trips to explore the region Lots of editorial & video

48 Consumer Advertising Summer activity focusing on road trips to explore the region Lots of editorial & video Events promotion

50 Consumer Advertising Summer activity focusing on road trips to explore the region Lots of editorial & video Events promotion Christchurch / Canterbury activity (March) Partnership with Christchurch Airport & Air New Zealand Moving to less seasonal campaigns, more always on activity Requires continual stream of idea generation, so

51 Summer & Autumn events January Black Barn Open Air Cinema 2-6 January Summer Cycling Carnival 4-11 January Church Road concerts 5, 10, 25, 26 January (AKL Anniversary) Bridge Pa Wine Festival 19 January (WGTN Anniversary) Summer Cricket Camps January ODI Cricket NZ vs India 23/24 January Cycle Tour de Beautiful CHB 26/27 January February Phil Mission Estate 6 February Napier Art Deco Festival February ODI Cricket NZ vs Bangladesh 13 February Black Barn Marlon Williams 23 February March MCL Construction Triple Peaks 9 March Land Rover Horse of the Year March Nitro McLean Park 17 March April The Big & Little Easy 19/20 April (Easter) Napier Port Harbour to Hills 7 April May Black Barn The Proclaimers 12 May Hawke s Bay Marathon 18 May

52 New Members Mana Lodge Dough Pizzeria Fieldtrip Flagship Events On Yer Bike The Chook & Filly Driving Mr & Mrs Avantogo Tours Zeffer Cider Co Walnut Lane Tere s Unique Adventures Botanical Lane Bay Heliworks Raftfish St Andrews Escape Richard James Jeweller Chefs Hat Café Malt

53 Hello and Goodbye

54 Thank you for a great year and have a safe and busy summer season!

Hawke s Bay Tourism Industry Update. December 2016

Hawke s Bay Tourism Industry Update December 2016 Industry Update What s been happening What s going to happen What you need to know Industry Tinder Session Christmas drinks! What are the stats telling