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Introduction
#GTA2017
Andrew KohManaging DirectorHawai‘i Tourism [email protected]
Rebecca ChenAssistant Manager Hawai‘i Tourism [email protected]
Overview 2017 market conditions Competing destinations Airlift Target audience profile 2018 BMP Partnership opportunities Q&A
Presentation overview
#GTA2017
#GTA2017
Overview of 2017 market conditions
5#GTS2017
Market indications - GDP
0.72
1.5
2.11
0
0.5
1
1.5
2
2.5
2015 2016 2017
Economic Growth Rate (YOY)
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Market indicators – unemployment rate
3.78
3.92
3.78
3.7
3.75
3.8
3.85
3.9
3.95
2015 2016 2017 (as of July)
Unemployment Rates
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Market indicators – currency exchange
Currency (USD vs TWD)
2015 31.91
2016 32.33
2017 (as Sept.) 30.06
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Competing destinations
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Taiwanese visitors to competing destinations
Taiwan market conditions
Country 2016 Jan-JulyVisitor Numbers
2017 Jan-JulyVisitor Numbers Growth Rate
Japan 2,639,663 2,770,514 4.96%
Korea 466,055 514,177 10.44%
Thailand 336,160 319,402 - 4.99%
Philippines 136,936 148,477 8.43%
Indonesia 104,467 114,573 9.67%
Australia 79,275 95,109 19.97%
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How many are visiting Hawai‘i?
Taiwan market conditions
Jan – JulTotal Outbound
Jan – JulOutbound to Hawai‘i
2016 8,651,793 11,166
2017 9,230,140 11,176
% Increase 6.68% 0.089%
Source: Taiwan Tourism Bureau, MOTC & Hawai‘i Tourism Authority
#GTA2017
Airlift
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0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
January February March April May June July
Airlift to Hawai‘i
2017 2016
Airlift – load factors to Hawai‘i?
13#GTS2017
China Airlines New A350 will take off in the end of
October Highlight: Premium economy class Seat inventory:
306 pax/flight, 2 flights/week, Wed. and Sun.
Previous A330 had 277 pax/flight
Load factor for July 2017: 87.7%, total of 17,697 seats
Fuel surcharge: NTD$3,000 (USD$92)
Scoot Airlines Possibility for new budget airline to
open for Honolulu
Airlift
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Target audience profile
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Target audience
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Purpose of visit
66%11%
7%
11%
2% 3%Jan - Jul 2017
Pleasure/Vacation
Honeymoon/Get Married
Visit Friends/Relatives
Mtgs/Converntions/Incentive
Other Business
Other
Source: Hawaiʻi Tourism Authority
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Travel status
13%
87%
Jan - Jul 2017
Group Tour
Non-Group
More YOY arrivals for FIT travelers YOY net true independent growth 66% average
Source: Hawaiʻi Tourism Authority
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0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
January February March April May June July
Jan – Jul 2017
% First Timers % Repeaters
Travel status
Source: Hawaiʻi Tourism Authority
#GTA2017
2018 Brand Management Plan
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Media FAM
Time: February Facts: Selected media partners to film Travel TV show that will air in Taiwan 6-8 media personnel Media exposure: USD$1,000,000
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Hawai‘i Digital Tour Online Campaign
Time: May Fact: an online platform for consumers to select their favorite location in Hawai‘i
and to share on their social media platforms to get votes KPI target: over 10,000 pax reached
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Travel agent FAM
Time: September Facts: Inviting key agents in Taiwan to educate, and assist them in product
development and packaging. Key agents will also attend the Global Tourism Summit
8-10 agents
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Travel with Locals
Time: September Facts: Collaborating with our annual ambassador, Candy Wang, to explore
Hawaiʻi with locals Media exposure: USD$950,000
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LGBT Pride collaboration
Time: October Facts: Participant in the Annual Pride Parade in Taipei to increase exposures KPI target: Over 6,000 pax reached
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Hawai‘i Run x Lei Festival
Time: November Facts: 4th annual running event combined with lei festival in Taiwan KPI target: Over 5,000 pax reached with over USD$2,000,000 media exposure
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ITF trade show
Time: November Location: Taipei Facts: Largest Annual Travel fair in Taiwan Total visitor number in 2016: 361,071
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Blogger FAM
Time: December Facts: Select 6 bloggers to document and highlight their trip on social media
platforms and blogs to increase exposure for both Hawaiʻi and the stakeholders Media exposure: USD$1,000,000
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Social Media Initiative
Social media platforms KPI target
“Like” increase for fan page Target fans number: 120,000 likes
Original Hawaiʻi blog Target daily traffic: 500 views
account development Target fans number: 2,000
account development Target fans number: 1,500
account development Target subscribers: 800
New Hawaiʻi collaterals As required
Maʻemaʻe – culture integration Hawaiian culture placement in events & campaigns
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Social media fan pages
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Partnership opportunities
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2018 Partnership opportunities
Activity Date Description Cost
Tradeshows
ITF - International Travel Fair Nov 2018[City: Taipei] largest annual travel fair in Taiwan. Total visitor number in 2016: 361,071
Participation fee: $1,500 for independent booth, promotion for 4 days & agent sales call arrangements; OR sponsorship of gifts: coupons, logo gifts, etc.
Trade familiarization trips (FAMs)
Travel trade FAM trip Sept 2018
Invite key agents in Taiwan, educate, and assist them in product development and packaging. Key agents will also attend the HTA tourism conference.
In-kind sponsorships:• Hotel rooms• Meals• Ground transportation• Flights• Activities / attractions• Itinerary, etc.
32#GTS2017
2018 Partnership opportunities
Activity Date Description Cost
Public relations
Media FAM Trip Feb 2018Selected media partners to film Travel TV show that will air in Taiwan. 6-8 media personnel.
In-Kind Sponsorships:• Hotel Rooms• Meals• Ground Transportation• Flights• Activities / Attractions• Itinerary, etc.
Blogger FAM Trip Dec 2018
Select 6 bloggers to document and highlight their trip on social media platforms and blogs to increase exposure for both Hawaiʻi and the stakeholders.
In-Kind Sponsorships:• Hotel Rooms• Meals• Ground Transportation• Flights• Activities / Attractions• Itinerary, etc.
33#GTS2017
2018 Partnership opportunities
Activity Date Description Cost
Consumer promotions
Hawaiʻi Run x Lei Festival May to Nov 2018A 4th annual running event combined with lei festival in Taiwan.
Participation fee: $1,500 for a booth or sponsorship for prizes: hotel rooms, flights, activities
LGBT Pride collaboration Oct 2018Participant in the Annual Pride Parade in Taipei to increase exposures. Sponsorship for prizes:
• Hotel Rooms• Meals• Ground Transportation• Flights• Activities / Attractions• Itinerary, etc.
Hawaiʻi Digital Tour online campaign Feb to May 2018
An online platform for consumers to select their favorite location in Hawaiʻi and to share on their social media platforms to get votes.
Travel with Locals Sep 2018
Collaborating with our annual ambassador, Candy Wang, to promote Hawaiʻi through a different aspect.
Questions?
#GTS2017
Andrew KohManaging DirectorHawai‘i Tourism [email protected]
Rebecca ChenAccount Supervisor Hawai‘i Tourism [email protected]