HAWAI I S TOURISM INDUSTRY A FEW THOUGHTS. Hawaii Transportation & Infrastructure Summit June 25, 2014

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1 HAWAI I S TOURISM INDUSTRY A FEW THOUGHTS Hawaii Transportation & Infrastructure Summit June 25, 2014

2 Adjusting our sails

3 Our World Most isolated land mass in the world Dow Jones fluttering just above the 16,000 mark Ukrainian crisis could affect travel dramatically on short notice Crude Oil fluctuating, now above $ a barrel Dollar strengthening against international currency Length of Stay shortening to adjust for travel budget Airlift adjusting to demand Harsh Winter, and cabin fever could be our best friend

4 Executing Supply and Demand Customer Accomm HTA Air Lift Marketing and Promotion Brand Promise Reputation Brand Hawaiian Islands

5 The Hawaiian Islands 920 flights per week Connecting 53 cities worldwide By 21 carriers

6 Access Honolulu ranked as the 4th busiest international port of entry for the U.S. NEED: Re-establish Kona as a 2 nd international port of entry. TOTAL % change PORTS OVERSEAS 2014/2013 Rank MIAMI, FL 355,856 2% 1 NEW YORK, NY 323,252 11% 2 LOS ANGELES, CA 244,477 16% 3 HONOLULU, HI 173,543 10% 4 SAN FRANCISCO, CA 127,965 20% 5 *YTD as of January Source: U.S. Department of Commerce, ITA, National Travel and Tourism Office.

7 Arrivals from Major Market Areas: Relative Size (2013)

8 2013 Arrivals by MMA Japan 18.5% China 1.6% US East 20.6% Canada 6.2% Korea 2% Taiwan 0.3% Oceania 4.3% Europe 1.7% Other 3.7% US West 39.1% Cruise 2%

9 2013 Arrivals International vs Domestic 0 International 38.3% Domestic 59.7% Cruise 2%

10 Air Route Development Conditions Differ by Market North America Seat Inventory 7,008,177 7,206,155 Load Factor 87.1% 88.4% Airline Yield (per RPM) $0.101 $0.101 International Seat Inventory 2,910,091 3,277,478 Load Factor 80.0% 76.5% Airline Yield (per RPM) $0.227 $0.157 *Excludes Other MMA

11 Total scheduled air seats could reach record levels (again) in 2014 Total Seats F 9,813,589 8,854,877 8,353,208 8,948,336 9,207,483 10,206,731 10,768,719 11,040, F Domestic International Source: Hawai i Tourism Authority, based on data from Diio Mi airline schedules as of March

12 Honolulu International Airport International Flights Schedule 12 flights arrived between 9:05 and 10:05 Arrival Time Al Flight Org Seats 0600 Air Pacific Ltd. 820 Nadi, FJ Hawaiian Airlines 482 Tahiti, PF Jetstar Airways -OR- Alba Star.es 3 Sydney, NS, AU Delta Air Lines 638 Tokyo-Narita, JP United Airlines 880 Tokyo-Narita, JP Japan Airlines 76 Tokyo-Narita, JP Korean Air Lines 51 Seoul, KR Hawaiian Airlines 444 Brisbane, QL, AU China Airlines 18 Tokyo-Narita, JP Qantas Airways 3 Sydney, NS, AU Delta Air Lines 598 Fukuoka, JP Japan Airlines 74 Tokyo-Narita, JP Delta Air Lines 578 Tokyo-Narita, JP Delta Air Lines 278 Osaka-Kansai, JP Asiana Airlines 232 Seoul, KR Hawaiian Airlines 450 Osaka-Kansai, JP All Nippon Airways 1052 Tokyo-Narita, JP Japan Airlines 72 Tokyo-Narita, JP Korean Air Lines 53 Seoul, KR Hawaiian Airlines 454 Fukuoka, JP Delta Air Lines 612 Nagoya, JP Hawaiian Airlines 442 Sapporo, JP Japan Airlines 84 Nagoya, JP Hawaiian Airlines 452 Sydney, NS, AU Japan Airlines 78 Osaka-Kansai, JP Japan Airlines 80 Tokyo-Haneda, JP Hawaiian Airlines 460 Seoul, KR Hawaiian Airlines 458 Tokyo-Haneda, JP All Nippon Airways 1062 Tokyo-Haneda, JP Air New Zealand 10 Auckland, NZ 234

13 3,000 2,500 2,000 1,500 1, Scheduled Air Seats Outbound Interisland Seats 5:00 6:00 7:00 8:00 9:00 10:00 11:00 12:00 1:00 2:00 3:00 Kahului Kona Lihue Japan Source: Diio Mi, based on airline schedules for the day of Friday, May 2, 2014

14 In the first 4 months of 2014 The State Experienced: $40.8 million in visitor spending per day $521.4 million in state tax revenue generated 54,835 jobs supported 22,673 visitors arrived daily

15 In the first 4 months of 2014 Each County Experienced: Direct Visitor Spending ($ million) $4.2 mil per day $19.2 mil per day $11.1 mil per day $5.8 mil per day

16 2013 Visitor Unit Counts by Type of Accommodation Other 2% IVU 9% Timeshare 15% Condo-Hotel 15% Hotel 59%

17 State Tax Revenue: Everyday visitors contribute $4.6 million in state tax $1,800 State government tax revenue generated (direct, indirect, and induced) $1,600 $1,400 $1,565 $1,681 $million $1,200 $1,000 $1,221 $800 $932 $600 $ Note: Calendar Year Actual

18 What are other destinations doing to compete with the Hawaiian Islands?

19 Hawai i Logo Competitor Logo Exercise HTA believed that the rainbow brushstroke logo, while it had been unique and fresh when first introduced, had become lost among the competitor logos. It was believed that other destinations had copied Hawai i s look and feel. September 2010: MVNP gathered other rainbow destination logos to verify that this was indeed the case and developed the existing bamboo font logo.

20 Mexico Los Cabos Tourism Board s Flip for Cabo Consumer Blitz June 26, 2013 from 11am 7pm at The Grove Los Angeles Through a partnership with popular luxury flip-flop brand, Havianas, the event aimed to drive consumer traffic to The Grove's central park area with live entertainment, cooking demos, trip giveaways and a series of authentic Cabo experiences.

21 Mexico Mexico Taxi Project In 2011, the Mexico Tourism Board launched a $25 million campaign designed to overcome Americans perception that the country is unsafe. An element of the campaign were testimonials shot in a style similar to the TV show Taxicab Confessions where visitors were given a transfer home from the airport to discuss their Mexican vacation on camera. These testimonials can be found on $43.3 million by the Mexico Tourism Board + $10 million rebranding of Vallarta Nayarit

22 Caribbean In March 2013, Jimmy Buffet announced his partnership with Wyndham to open a 262-unit timeshare resort in St. Thomas.

23 NEXT STEPS

24 No one leader for change It s a new era We have to lead together

25 If we only spend our time fighting for our piece of the pie who will bake new pies? We need to bake new pies

26 Infrastructure Message from Roger Dow, US Travel Association, June 18, 2014 The travel community's message: air travel hassles are keeping potential flyers at home and costing our economy billions. Investing in our nation's aviation infrastructure needs to be a national priority. "We cannot have a big league economy with little league infrastructure...we must continue to invest in our infrastructure to remain economically competitive." Rep Larsen

27 Hawai i could go into a deeper hole Marketing is only as good as its product We need to invest in the destination Clean Safe Friendly What we do in the next 5 years will affect the next 50: There is no time. We must grow. We must diversify. We must refresh our product.

28 5 Rules from our Uncles and Aunties No get big head eh! No need talk stink! No hog the cheese! Be proud of your heritage, but no make shame! Play to win vs play to lose!

29 ALOHA The world will turn to Hawai i as they search for world peace because Hawai i has the key and that key is Aloha. Auntie Pilahi Paki

30 MAHALO The Hawaiian Islands is our Hōkūle a

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