Aloha from Europe Christine Klein Account Director Rachel Booker UK Account Manager
The Situation in Europe Europe is made up of 27 member countries, with 20 official European languages Europe has the world s largest population after China and India - nearly half a billion Europe is the largest economy of the world generating GDP of over 11,805.66 billion EUR The European enjoy on average 30 days of vacation per year.
The Situation in Europe Economy The global slowdown & European economic crisis is affecting the single countries economies. The German economy followed by France and the UK remains the six-cylinder growth engine of the eurozone. Germany remains the top spender in leisure and business trips worldwide for 2012 24% of the population tends to travel more Spending 29% more money than the previous year UK is in a double-dip recession however: Un-employment has fallen to just 8% Inflation rates have dropped to 3% Olympics set to create a major economic boost Sources: Annual F.U.R. survey
Exchange rate to USD The Situation in Europe Economy Currency Fluctuations 1.70000 1.60000 1.50000 1.40000 1.30000 1.20000 1.10000 1.00000 Jan Feb Mar Apr May Jun Jul Aug GBP 1.55084 1.58001 1.58194 1.60079 1.59252 1.55454 1.55893 1.56182 EUR 1.29049 1.32241 1.32010 1.31579 1.28079 1.25263 1.22885 1.23220 Sources: www.x-rates.com
The Situation in Europe Economy Despite the UK s continued austerity drive, the majority of Brits are refusing to give up their Holidays & will spend more than 36 billion on vacations in 2012. OTA forecasts show that by 2016, 4.7 million UK travelers will visit the US a 24% increase over 2010 Europe will remain an important source market for Hawai i (1,504,200 visitor days in 2011p) Sources: Hawaiitourismauthority.org/research
The Situation in Europe Performance 1Q 2012: Hawai i has grown disproportionally in the UK and Germany and as a result has taken market share from other US destinations in the UK and Germany. UK total outbound: up 1% total outbound to USA up 10.3% total outbound to Hawai i: up 19.8% GERMANY total outbound: up 1.8% total outbound to USA up 13.6% total outbound to Hawai i: up 15.1% Sources: UK Office of National Statistics, tinet.gov.ita, IPK International, hawaiitourismauthority.org/research
The Situation in Europe Performance Europe MMA UK France Germany Italy Switzerland Total Europe Q1 1.5 31.5 14.4-0.7 30.7 11.8 Q2 20.4 27.5 9.1 7.7 16.3 16.8 Half year 11.3 29.4 11.6 4.1 22.4 14.5 At the half year point, travelers to Hawai i from Europe are up 14.5% Slight decrease from Q1 due to Soccer European Championship and build up to the Olympics Sources: hawaiitourismauthority.org/research
The Situation in Europe Performance The average length of stay by the European visitor was 13.10 days in 2011, the longest among all MMAs European travelers on average visit 2-3 Hawaiian Islands per trip and already represent the highest non-o ahu proportion of all MMAs (2013 proposed island targets): O ahu: 74% Maui: 43% Moloka i: 2% Lana i: 2% Kaua i: 23% Hawai i Island: 35% Sources: hawaiitourismauthority.org/research
The Situation in Europe Market Trends USA is still the top long-haul destination for European Travelers From the top twenty countries generating travel to the US: UK 4 th / Germany 6 th / France 7 th / Italy 11 th / Sweden 17 th / Switzerland 19 th Summer (June through August) remains the most popular months to travel due to long school holidays From the UK visits to Europe increased 2%, whilst visits to North America decreased 5% In the UK expenditure abroad decreased 2% to 31.1 bn during 12 months ending March 83% of British visitors to USA are returning visitors 75% of German visitors to USA are returning visitors Most-traveled: couples with no children and the young retired Family travel has declined, especially to long-haul destinations, for price reasons
The Situation in Europe Airlift There are currently 30,000 one-stop seats from UK and Germany alone to Hawai i In 2013 a major focus will be to assist with the development of new air services to Hawai i through better connections and non-stop service: Mokulele Airlines with service from London/Stansted Boeing 787 Dreamliner with service from various UK airports Charter flights with key operators e.g. TUI - Thomson Airlines, Virgin Holidays Virgin Atlantic, Thomas Cook Condor. Air Berlin in codeshare with American Airlines service from Germany Condor in codeshare with Alaska Airlines from Germany XL with services from Paris to Las Vegas and San Francisco Arke Fly (NL) with services from Amsterdam via LAX and LAS Edelweiss (CH) with services from Zurich to LAX and LAS
The Situation in Europe Brand USA The launch of European marketing programs by the Corporation for Travel Promotion under the roof Brand USA will prove to be a major plus for outbound travel to Hawai i as Hawai i will automatically be a key beneficiary from Europe to the United States. In the UK we are already partnering with them on a fall joint marketing campaign with Expedia.
2013 Marketing Plan New Markets - France, Italy, Scandinavia & Switzerland Increased Activities Social Media and Media Fams New Business targeting existing key operators and potential new operators to increase product available Non-Tourism Brand Collaborations using established distribution networks to reach a new, previously un-touched audience INCREASE INCREMENTAL GROWTH FROM EUROPE
European Leisure Strategies Educational Destination Training Sales Calls / In-house training / Ke Kula O Hawai i Trade Partnerships Spring and Fall Airline Co-ops / AUNO Roadshow Trade Shows ITB / Pow Wow / WTM Familiarization Trips Independent / group / media Non-Trade Partnerships Brand collaborations Airlift Development Routes Europe event May 2013 / New route development PR and Media Press trips / releases /group fam Online Social Media / websites / webinars
New and Innovative Initiatives Brand collaboration with non-tourism products/services Fitness First, Leisure/Gym Club Herbal Essences, Hair Collection Group Media Fam from UK and Germany 3 UK and 3 German Participants Routes Event May 2013 in Budapest Market specific Social Media Dedicated Facebook pages for both the UK and German markets
Events and Festivals PR - Consistently focus on the attractions and festivals of Hawai i by issuing 12 monthly press releases in UK & Germany to over 1,000 media in both markets Social Media - dedicated Facebook fan pages for UK and German will highlight specific festivals & events Trade Communication Distribute quarterly e-newsletters in Western Europe targeting 1,000 key travel trade contacts Newsletters in 2013 will not only include Hawai i industry stakeholder updates but will also provide Hawai i travel updates and trends along with information on signature cultural events Training - Travel agencies are the primary booking source for longhaul travel and thus travel to Hawai i. HTE will continue to integrate all relevant events and festivals in to the program
What you can do Cater for the Romance Market Hawai i is hugely popular as a wedding and honeymoon destination in all Western Europe markets. More than 1 in 5 couples marry abroad. Authentic Cultural Experiences - Western Europe consumers go abroad to explore the diverse culture and landscapes. Embrace the Aloha spirit and ensure your European consumer s do to! Peak Booking Periods The European high booking season is Jan Mar place special offers with receptives and your direct contracts. Bed and Breakfast Rates Hotel room rates which include breakfast are the most popular in Europe, ensure these are available all year. Update HTE Ensure you keep us up to date on renovations, news, events, and excursions so we can inform the European market. Keep Europe in mind as a constantly growing market showing a positive growth and interest in Hawai i despite the economic crisis facing some European countries
Partnership Opportunities Save the Date! AUNO European Sales Mission October, 2013 Product Fam Trip June 13-18, 2013 Group Media Fam March 2013 Pow Wow June 8-12, 2013 ITB March 6-10,2013 WTM November 4-7, 2013
Top Five Activities / Events 1) Aloha Up n Over Sales Mission 2) European Media and Product Fams 3) Pow Wow / WTM / ITB Trade Shows 4) New Airlift Developments 5) Increased Arrivals from newly serviced European Markets
Mahalo Nui Loa!