2014 Spring Marketing Update. Presented by Ashlee Galea Country Manager Australia
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1 2014 Spring Marketing Update Presented by Ashlee Galea Country Manager Australia
2 2014 SPRING MARKETING UPDATE Presentation Overview 2013 RECAP 2014 MARKET CONDITIONS MARKET INSIGHTS AIRLIFT UPDATE 2014 MARKETING PLAN
3 2013 RECAP
4 2013 RECAP HTO Successes 10+ co-operative marketing campaigns Educated travel agents via trade shows & face-to-face training Assisted 20+ industry famils 7+ consumer promotions increasing our database to 37, key journalists to Hawai i PR coverage equated to $16.5 million 15,000 Aloha DownUnder Facebook fans
5 2013 RECAP Oceania Visitor Arrivals 2013p 2012 % Change Total Visitors 353, , % > Australia 305, , % > New Zealand* 47,280 25, % * NZ 12 months to Jan = 50,000! ( Hawai i Five-O )
6 2013 RECAP Australia Visitor Arrivals Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
7 2013 RECAP New Zealand Visitor Arrivals Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
8 2013 RECAP Islands Visited Kaua i 31,197 O ahu 340,413 Moloka i 4,652 Lana i 5,513 Maui 72,212 Hawai i Island 58,074
9 2013 RECAP Islands Visited Kaua i +36.8% O ahu % Moloka i +24.3% Lana i +30.0% Maui +42.6% Hawai i Island +26.9%
10 2013 RECAP Oceania Visitor Trends Growth Visitor Days 3,348,374 2,606, % Average Length of Stay % PPPD$ $251.1 $ % Visitor Expenditures % % First Timers % Repeaters
11 2013 RECAP Oceania Visitor Highlights Majority of visitors stay in hotels (283,171 visitors) However we saw increases in condos +17.1% & B&B s % Travel for honeymoons +12.3% Cruise ship +47.7%
12 2014 MARKET CONDITIONS
13 2014 MARKET CONDITIONS Australia Economy remains favorable Exchange rate on watch AUD v USD = 0.89c GDP forecast 2.6% Low inflation and interest rates Unemployment at 6% 1 in 3 Aussies plan to take either a domestic or international holiday this year, with travel a priority expense USA sits atop the desired overseas destination list Aussies would like to visit
14 2014 MARKET CONDITIONS Australia New brands entering the market e.g. helloworld, Hoot Holidays, Brand USA OTA s increasing presence & enhancing ability to package product Wholesalers investing in digital channels New tour operator multi-island programs e.g. Intrepid Travel, World Expeditions Growth in home based travel agents Increase in coupon travel sites
15 2014 MARKET CONDITIONS New Zealand NZ Economy continues to perform well Annual $312M surplus the country's first for two years Business confidence nears 20-year high Unemployment 6% GDP Forecast 3% growth NZD v USD 0.83c
16 2014 MARKET CONDITIONS New Zealand Hawaiian Airlines 1yr anniversary 14 Mar (full year of 3 x weekly flights) Air NZ increased 12% over NZ winter (Jun-Oct increase to 4/5 weekly flights) More Hawaii product being sold More stand alone Hawaiian Island campaigns
17 MARKET INSIGHTS Source: Roy Morgan Holiday Tracking Survey, January 12 December 13
18 AU MARKET INSIGHTS Booking Source Booking Source - Last Holiday Travel Agent Start text here Booked accommodation directly Airline 27.6% 23.6% 34.0% 32.7% 32.1% 28.4% 27.3% 24.5% 60.9% Booked hire car directly Online only agency Cruise ship company/shipping line Booked with other provider directly Tour Operator 12.7% 11.0% 9.0% 12.2% 15.1% 11.9% 6.2% 3.3% 2.2% 3.3% 6.0% 6.6% 2.1% 2.4% 3.1% 0% 10% 20% 30% 40% 50% 60% 70% Proportion used source to book last long trip (3+ nights) %... Hawai'i Last Trip Visitors Hawai'i Preferrers Total Long Trip Travellers
19 4 star hotel or resort Luxury hotel or resort: 5 star Standard hotel/motel or resort Rented fully self-contained flat, unit, etc. Cruise ship Friend's/Relative's home Rented serviced apartment Bed & Breakfast, host farm Rented house Youth hostel or backpackers Cabin Tent, camping Boat/House-boat/Yacht 4.2% 7.2% 5.4% 5.4% 5.4% 3.0% 3.0% 4.1% 3.5% 4.1% 3.1% 2.1% 2.3% 2.3% 3.5% 4.5% 2.3% 4.3% 5.7% 2.1% 0.8% 1.0% MARKET INSIGHTS Accommodation 9.4% 10.0% 10.0% 9.9% 9.8% Types of Accommodation - Last Holiday 14.3% 16.6% 20.0% 17.4% 17.2% 15.8% 22.9% 24.6% 27.7% 30.5% 33.3% 46.9% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% Proportion used accommodation on last long trip (3+ nights) %... Hawai'i Last Trip Visitors Hawai'i Preferrers Total Long Trip Travellers
20 MARKET INSIGHTS Top 10 Activities (in order) 1. Rest and relaxation 2. Shopping 3. Restaurants, international food, wine 4. Cities 5. Surfing, swimming 6. Beach holiday 7. Historical places 8. National parks, forests 9. Country, wildlife, sanctuary 10. Luxurious, comfortable holiday
21 MARKET INSIGHTS Hawai i Travellers 15% OTHER FAMILY OR FAMILY & FRIENDS 29% FAMILY WITH CHILDREN 43% AS A PARTNER OR COUPLE Over half of Hawai i visitors are 35 to 64 years of age - average age 49.1.
22 MARKET INSIGHTS Outbound Travel Almost 11M Aussies and Kiwis travelled overseas in 2013 Outbound travel predicted to slow to a growth of 2.9% in 2014 AU: NZ, Indonesia, Thailand, China, USA NZ: AU, Fiji, Thailand, UK, USA Year Total Outbound Total Hawai i % ,126, , % ,893, , % ,388, , % ,969, , %
23 MARKET INSIGHTS Return Airfare inc. taxes Price Comparison AUD Auckland $325 Singapore $536 Vanuatu $570 Fiji $589 Bali $662 Bangkok $681 Cook Islands $766 Honolulu $1,112 Los Angeles $1,254 London $1,590 NZD Gold Coast $479 Fiji $595 Honolulu $949 Tahiti $999 Bali $1,025 Singapore $1,105 Bangkok $1,209 Los Angeles $1,772 Paris $2,036 London $2,316
24 MARKET INSIGHTS 4-Night Package Price Comparison AUD Auckland $749 Kuala Lumpur $955 Bali $1,039 Bangkok $1,069 Fiji $1,089 Hamilton Island $1,219 O ahu, Hawai i $1,595 Tahiti $1,809 London $2,455 New York $3,639 NZD Tonga $729 Gold Coast $797 Nadi, Fiji $809 Cook Islands $815 Bangkok $1,149 O ahu, Hawai i $1,299 Hong Kong $1,349 Singapore $1,439 New York $2,299 London $2,635
25 Start text here MARKET INSIGHTS Ad Examples AU
26 AIRLIFT UPDATE
27 AIRLIFT UPDATE Oceania Airlift Daily flights ex. SYD-HNL 3-4 flights ex. BNE-HNL 3 flights ex. AKL-HNL 3 flights ex. SYD-HNL 5 flights ex. SYD-HNL 3 flights ex. MEL-HNL 3-5 flights ex. AKL-HNL
28 2014 MARKETING PLAN
29 2014 MARKETING PLAN KPI s Growth Visitor Arrivals 391, , % Visitor Days 3,717,350 3,348,374 11% Average Length of Stay % PPPD$ $256.1 $ % Visitor Expenditures %
30 2014 MARKETING PLAN MCI KPI s Book Room Nights New to Hawai i Booked Room Nights Growth 21,500 11,962 80% 15,500 10,363 49%
31 2014 MARKETING PLAN Visitor Arrivals , , ,237159, , , , , , , , ,
32 2014 MARKETING PLAN Market Opportunities Take advantage of Oceania seasonality Increased enquiry re: golf tourism Health & wellbeing niche Target romance market, honeymooners Baby Boomers are the largest segment travelling overseas Highlight Hawaiian cultural programs
33 2014 MARKETING PLAN Overview Continue to highlight Hawai i s diversity across six islands for leisure & MCI Maintain a very high standard of PR coverage including targeting TV opps Re-invigorate the travel trade with Aloha Down Under & educational famils Grow social media & invest in digital brand awareness activities Strengthen our MCI activities
34 2014 MARKETING PLAN YTD 2014 What have we been up to?
35 2014 MARKETING PLAN Co-op Marketing Campaigns
36 2014 MARKETING PLAN Mahalo Month 2014
37 2014 MARKETING PLAN HGFG & Discover Hawaii Guide
38 2014 MARKETING PLAN Duke s Day & Visit USA Expos
39 2014 MARKETING PLAN HTO YouTube Training Channel
40 2014 MARKETING PLAN Visiting Journalist Program
41 2014 MARKETING PLAN Aloha DownUnder Social Media
42 2014 MARKETING PLAN Engage with us! FACEBOOK facebook.com/alohadownunder facebook.com/gohawaiinz TWITTER twitter.com/alohadownunder INSTAGRAM instagram.com/alohadownunder
43 2014 MARKETING PLAN Mar-Dec 2014 What s in store?
44 2014 MARKETING PLAN Mar-Dec 2014 Flight Centre Brand USA Campaign (Mar) Travel Managers Campaign (Jul-Oct) Expedia.com.au Campaign (TBC) Aloha Down Under 2014 (May) Visit USA Regional Shows (Various) Add Webinars to HTO YouTube Channel Experience Aloha Cruise Famil Workshops (Nov) Brand USA & HA Famil (Nov)
45 2014 MARKETING PLAN Mar-Dec 2014 Qantas FF Promotion (TBC) Launch Hawai i Romance Guide (Apr) Launch Hawai i Family Guide (Aug) Month of Lei (May) Pasifika - Hawaii Village (Mar) Ongoing Visiting Journalist Program inc. TV opps Social Media Campaign (TBC)
46 2014 MARKETING PLAN Mar-Dec 2014 Increase Brand Awareness Island Specific Online Advertising Consumer Promotions e.g. Hawaiian Springs Campaigns to support HTA s Programs e.g. Hawaii Food & Wine Festival Industry Networking Event
47 2014 MARKETING PLAN Opportunities to Partner How can you get involved?
48 2014 MARKETING PLAN Opportunities to Partner
49 REMINDER Island Chapter Updates
50 REMINDER hawaiitradewinds.com.au
51 Mahalo!
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