April 11, 2019 The Team Hamish Saxton Acting General Manager Ben - - PowerPoint PPT Presentation

Hawke’s Bay Tourism Update April 11, 2019

The Team

Hamish Saxton Acting General Manager Ben Hutton Marketing Manager Kerryn Ralston Tourism Manager – AKL based Megan Best Marketing Coordinator Lucy Damen Content and Media Coordinator Helen Jackson Membership Coordinator Lisa Sampson Finance and Admin Molly Baldwin CHB Tourism Coordinator

New Members

Emma Boyd Photography Hygge at Clifton Bay Ranui Farm Park The Park Lodge Havelock North Function Centre AC Wine Round Pond Garden Packard Wedding Cottages Endsleigh Cottages Two Taniwha Kitchen & Bar The Old School House Onga Onga Smith & Sheth Cellar Door Heretaunga Studio Laneway Apartments The Love Light The Boardwalk Restaurant/Hot Chick/Duke of Gloucester/The Station Paddy’s Irish Pub Thirsty Whale Mahia Beach Motel and Holiday Park Fergussons Motor Lodge Onga Onga Museum Wallingford

Agenda

What are the stats telling us? What have we been up to What’s next

So, what are the stats telling us?

Latest stats year-end February 2019

$6 $652 52m m

visitor spend

+3.3% .3%

Overal rall l nights ts spent nt in region

• n
• 0.8%

8%

Comme mmerc rcial al Acco commo mmodati dation

• n
• 2.5%

5%

1.2 .212m nigh ghts

Privat ate e Household sehold stays ys 0.3% 3%

2.9 .964m nigh ghts

AirBN BNB B room m night hts s booked ked 54% 54%

183,5 ,547 night ghts s (entire tire place) ace)

Febr bruary uary +9% Leading ading region

• n in

the country untry

Seasonal spend growth

Over 3 years Summer mer +10% +10% Autum tumn n +16% +16% Winter +20% +20% Spring +20% +20% Last t 12 months Summer mer 18/19 +4% +4% Autum tumn n 18 +5% +5% Winter 18 +4% +4% Spring 18 +1% +1%

$0.0m $50.0m $100.0m $150.0m $200.0m $250.0m 2015 2016 2017 2018 2019

Summer Autumn Winter Spring

This year Summer mer 18/19 +115% Autum tumn n 18 +65% +65% Winter r 18 +57% +57% Spring 18 +132% +132%

AirBNB revenue growth

$0 $2,000,000 $4,000,000 $6,000,000 $8,000,000 $10,000,000 $12,000,000 $14,000,000 2016 2017 2018 2019

Summer Autumn Winter Spring

What have we been doing?

Consumer activity

• Summer road trips
• Regional events promotion
• Lots of paid promotion through social media
• The Big Easy
• Winter F.A.W.C!

www.hawkesbaynz.com

2015/16 2016/17 2017/18 2018/19 Sessions 287,285 288,923 320,309 529,908 YOY 1% 11% 65%

Website traffic

12 months to 31 March

20,000 40,000 60,000 80,000 100,000 April May June July August September October November December January February March 2015/16 2016/17 2017/18 2018/19

New website developments

• Accommodation categories revised
• Tours, shopping, conference home pages to be adapted next
• Business listings to include links to other owned businesses
• Automatic renewals are coming
• Audit of categories and payments

• Have you renewed your listing?
• When was the last time you updated your listing?
• Refresh copy and images
• Opening times updated for Autumn, including for public holidays
• Load Hot Deals for extra profile

Your website listing

newzealand.com

• Big changes coming to the Tourism New Zealand operator database
• Completely new platform being built – your info should carry over
• Launch being targeted for September
• Operator user guides and training coming
• Have you got a listing on newzealand.com?
• Sign up for free at register.newzealand.com

• Visitor spend continues to grow –total spend was $36.8m, up 15.1%
• 60 Days of Summer campaign ran 1 January to 1 March
• Campaign reach was more than 90,000 and post engagement was over

11,000

• The Little Easy – Good Friday
• Spirited Women – All Women’s Adventure Race coming to CHB in March

2020

• Spring Fling – September and October 2018

CHB update

Trade Marketing

Trade Opportunities

• Explore New Zealand -April 16 2019
• Art Deco Trust, Central Hawke’s Bay, Gannet Safaris Overland, Mohaka Rafting,

Odyssey New Zealand, Porters Boutique Hotel, Takaro Trails, Waimarama Maori Tours and Church Road

• TRENZ May 13-16 Rotorua
• Craggy Range, The Crown Hotel, Art Deco Trust, Gannet Safaris, Odyssey New

Zealand, Napier Maori Tours, National Aquarium of NZ, Prinsys Tours, Kennedy Park

• Mangapapa and Gannet Beach Adventures will also be represented.
• Workshop Series
• Winter Workshop Series June - August

Conference Opportunities

• New approach
• Brag piece
• Business ads
• Website portal

What’s next?

Consumer advertising

• Winter F.A.W.C!
• Upcoming regional events
• Autumn & Winter-themed editorial & videos
• Weddings / Get Hitched in Hawke’s Bay

Ap April ril

• The Big & Little Easy

19/20 April (Easter) May

• Black Barn – The Proclaimers

12 May

• Targa Rally

17-19 May

• Air NZ Hawke’s Bay Marathon

18 May Ju June ne

• Winter F.A.W.C!

7-30 June

• Matariki

Ju July ly

• Winter Deco

19-21 July August

• Edible Fashion Awards

9-10 August

Autumn & Winter events

Tourism Awards

Timeli line ne Award entries open 17 June– 12 July 2019 Judging Visits 04 - 14 August 2019 Awards Finalists announced 28 August 2019 Awards Evening Thursd sday ay 5 S Septe temb mber 2019

Regional Visitor Strategy

• All councils have agreed to developing a Regional Visitor Strategy

for Hawke’s Bay

• Terms of reference developed
• Region wide consultation and input

Thank you and Goodbye…