Hawai i Tourism China 2018 Market Updates Presenter Name Reene Ho-Phang Hawaiʻi Tourism China Reene@brandstory.asia #GTA2017
China Economic Outlook Currency Exchange RMB vs USD: 8.45% Consumer Confidence Index (CCI) China 114 112 110 108 106 104 102 100 Sources : Bloomberg Markets China 3
China Outbound Travel Market Growth 4
Highlights of 2018 BMP
Market Trends #1 New First Tier Cities Beijing 22.3m Shanghai 11.7m Zhengzhou 4.3m Xi an 6.5m Chengdu 7.4m Chongqing 7.5m Wuhan 9.8m Changsha 3.1m Kunming 3.9m Nanning 0.8m Guangzhou 11.1m Shenzhen 10.4m Nanjing 7.2m Tianjin 11.1m Shenyang 6.3m Dalian 4.1m Qingdao 3.7m Ningbo 3.5m Hangzhou 6.2m Xiamen 3.5m 6
Market Trends #2 Digitization of China 7
Market Trends #3 Relaxed Visa One Belt One Road 8
Market Challenges #1 Airlift Changsha Los Angeles Beijing Las Vegas Chengdu Los Angeles Chengdu New York Chongqing Los Angeles Chongqing New York Shenzhen Beijing Los Angeles Shanghai San Jose Shenzhen Los Angeles Hangzhou San Francisco Chengdu New York Chengdu Hangzhou Los Angeles Xiamen Shenzhen Seattle Fuzhou New York Xiamen Los Angeles Shanghai Chicago Kunming Qingdao San Francisco Beijing Los Angeles Shanghai - Atlanta Xi an San Francisco 9
Market Challenges #2 Hawaiʻi at Premium 10
Chinese Arrivals to Hawaiʻi Green Shoots China Arrivals & LOS 2015 2016 Growth(%) Group Tours 87,924 80,071-8.9 Dispersal 2015 2016 Growth (%) Oʻahu 95% 96% 1 FIT 85,596 90,007 5.2 Island of Hawaiʻi 26% 29% 3 Maui 16% 19% 3 Kaua i 3% 3% - 11
Target Audience
Trade Marketing 2018 China Mission Camp ALOHA! 13
Group Travel Agents 14
FIT Travel Agents 15
Luxury Travel Agents 16
Happy Healthy Hawaiʻi - 2018 Initiatives 17
Happy Healthy Hawaiʻi - 2018 Initiatives 6. Be Inspire MCI Pack 1. Diamond of Islands 5. Little Astronomer of Hawaiʻi 乐活 Lè huó 2. Island Styles of Seasons 4. Cuisine of ALOHA 3. Hawaiʻi Baby Ambassador 18
Leisure Initiative #1 Diamond of Islands 19
Initiative #2: Island Styles of Seasons 20
Initiative #3: Hawaiʻi Baby Ambassador 21
Initiative #4: Food Culture Of Aloha 22
MCI Campaign #1: Be inspired Hawaiʻi MCI pack! 23
MCI Campaign #2: Little Astronomer of Hawaiʻi 24
Summary Target KPI 24,000 Incremental Visitor Arrivals US$43.2 Million Incremental Expenditures Generated US$16.5 Million PR Value 45,000 88 Million Number of Impressions Total Tentative Room Nights 14,000 Total Definite Room Nights 10,000 Total Definite Room Nights (New to Hawaiʻi) 25
Hawai i Tourism Hong Kong 2018 Market Updates Speaker: Yvonne Ma Director, HTHK #GTA2017
Economic / Political Environment GDP growth rate Unemployment rate Consumer price index #GTA2017
Economic / political environment Hong Kong economic outlook 3.1% IN 2017 3.3% IN 2017 103.8% IN 2017 2% IN 2016 GDP Growth Rate 3.3% IN 2016 Unemployment Rate 102.5% IN 2016 Consumer Price Index 28
Trends in Hong Kong Industry updates Road trip Eco-tourism and environmental conservation Family travel Romantic break - LGBT #GTA2017
Trends in Hong Kong Industry Updates 26.5% increase in HK s total arrivals to Hawai i from Jan to Jun 2017 Total visitor spending: USD 7.78 million 4400 4200 4000 3800 Arrivals into Hawai i in Jan Jun 2016 & 2017 4324 (Source: Airlines subscribed system Marketing Information Data Tapes - MIDT) 3600 3400 3200 3418 3000 2016 2017 30
Trends in Hong Kong Industry Updates 35.7 million passenger traffic 1.3% YOY 6,400,000 6,300,000 6,200,000 6,100,000 6,000,000 5,900,000 5,800,000 5,700,000 5,600,000 5,500,000 5,400,000 Provisional Civil International Air Traffic Statistics at HKIA Jan Jun 2016 & 2017 Jan Feb Mar Apr May Jun 2016 2017 31
Trends in Hong Kong Self-drive 17% of the HK traveler swould rent vehicle in advance Hong Kong ranked no.15 among global car rental industry by region Top 5 travel themes at HK International Travel Expo (ITE) 32
Trends in Hong Kong Eco-tourism and Environmental Conservation Increasing ecotourism education / travel trends E.g. Sustainable agriculture and promotes creative nature education - organic farms and organize community activities and farmers markets for family trips Top 5 travel themes by Hong Kong travelers 33
Trends in Hong Kong Family Travel Over 90% of parents have traveled with their children Over 50% first brought their children to travel when they were only 0-2 years old Reasons for family travel: 30% : academic related reasons 20% : as a reward for having good academic results 8% : inspect overseas schooling and boarding environment 2% : use travelling experience as part of the portfolio for school interviews 34
Trends in Hong Kong Romantic Break Nearly 50% of HK consumers travel as a couple No anti-discrimination or same-sex marriage laws in HK 60% of Hongkongers would be in favor of an anti-discrimination law for LGBT people Total value of Hong Kong s LGBT tourism market was estimated to be US$4.3 billion in 2015, representing about 1.45 per cent of the city s gross domestic product for that year. 35
Target Market Millennials - Active Leisure FIT travelers Millennials - Avid Outdoor Travelers Romance LGBT Couples #GTA2017
Millennials Active Leisure FIT Travelers Experiential, highly educated, Seeks to learn Avid Outdoor Travelers Well-travelled, value distinctive travel, experiences LGBT Couples Destination weddings, Honeymoon, Anniversaries, Romance escape 37
Highlights of 2018 Brand Management Plan Wild & Wondrous Green Dreams Trade Education CAMP ALOHA 2018 Sales Mission Nikon I AM ALOHA LGBT Romance in Aloha State #GTA2017
WILD & WONDROUS TOUR January 2018 Target: Outdoor FIT Travelers Concept Highlight the secret and authentic WILD destinations See unspoiled scenery, find unspoiled people. Unprecedented access to local passions and interests Joining local workshops and meeting with locals Going through corridor of small communities 39
Green Dreams Eco-Chic Hawai i attractions March 2018 Target: Eco-friendly Travelers Concept Promote eco-friendly destinations/activities Enjoy travel with a conscience KEEPING IT PONO! Educate the visitors via earned media 40
Trade Education Part 1 - FAMs February 2018 Maui and Kaua i Exploration 6 leading Hong Kong OTA, wholesalers and high end niche agencies Hawai i Expert master test Certificate of Maui and Kaua i as expert Encourage them to promote the islands with recognition 41
Nikon I AM ALOHA Nikon x Aloha Dog Walk in Little Hawai i Trail in Hong Kong & Doctor Dog Visit July 2018 42
Nikon I AM ALOHA 43
Nikon I AM ALOHA Nikon x Astrolink x HTHK Unspoiled Nature Hawai i Guide Book July October 2018 Launch a comprehensive travel guide to the islands of Hawai I 1st Hong Kong traditional Chinese Hawai i guide book Suggest inspiring scenic road trip itineraries Distributed by Nikon and Astrolink via : Hong Kong Radio Hong Kong Space Museum Big Camera Retail Shops in Hong Kong Schools & Photography groups in Hong Kong Leading HK newspaper such as HK01 44
Pink Dot HK x LGBT Romance in the Rainbow State Initiative 7 (October 2018) Target audience: LGBT Community in HK Concept Capture a greater market share of LGBT travelers from HK market = 700,000 population New product offerings to retail agencies and high spending niche market Pink Dot HK is a free, annual outdoor carnival and concert in support of inclusiveness and diversity Increase awareness of range of Hawai i offerings Promote equality to HK market, spreading Aloha spirit! 45
Target KPI in 2018 Total visitor arrivals: 9,965 Arrival no. 2016-2018 YOY 10,000 9,500 9,000 8,500 8,000 7,500 7,000 2016 2017 2018 12.4% 46
Contact Reene Ho Phang - Managing Director, HTC & HTHK Reene@brandstory.asia Echo Zhou Trade & MCI Director, HTC Echo.zhou@brandstory.asia Yvonne Ma - Director, HTHK Yvonne.ma@brandstory.asia