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 The Old School House Onga Onga Hygge at Clifton Bay Smith & Sheth Cellar Door Ranui Farm Park Heretaunga Studio The Park Lodge Laneway Apartments Havelock North Function Centre The Love Light AC Wine The Boardwalk Restaurant/Hot Chick/Duke of Gloucester/The Station Round Pond Garden Paddy’s Irish Pub Packard Wedding Cottages Thirsty Whale Endsleigh Cottages Mahia Beach Motel and Holiday Park Two Taniwha Kitchen & Bar 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 Overal rall l nights ts Comme mmerc rcial al $6 $652 52m m spent nt in region on Acco commo mmodati dation on -0.8% 8% -2.5% 5% visitor spend 1.2 .212m nigh ghts +3.3% .3% AirBN BNB B room m Privat ate e Household sehold Febr bruary uary +9% night hts s booked ked stays ys Leading ading region on in 54% 54% 0.3% 3% the country untry 183,5 ,547 night ghts s (entire tire place) ace) 2.9 .964m nigh ghts
Seasonal spend growth Over 3 years $250.0m Summer mer +10% +10% Autum tumn n +16% +16% Winter +20% +20% $200.0m Spring +20% +20% $150.0m Last t 12 months $100.0m Summer mer 18/19 +4% +4% Autum tumn n 18 +5% +5% $50.0m Winter 18 +4% +4% Spring 18 +1% +1% $0.0m 2015 2016 2017 2018 2019 Summer Autumn Winter Spring
AirBNB revenue growth $14,000,000 This year $12,000,000 $10,000,000 Summer mer 18/19 +115% Autum tumn n 18 +65% +65% $8,000,000 Winter r 18 +57% +57% $6,000,000 Spring 18 +132% +132% $4,000,000 $2,000,000 $0 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
Website traffic 12 months to 31 March 100,000 80,000 60,000 40,000 20,000 0 April May June July August September October November December January February March 2015/16 2016/17 2017/18 2018/19 2015/16 2016/17 2017/18 2018/19 Sessions 287,285 288,923 320,309 529,908 YOY 1% 11% 65%
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 •
Your website listing • 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 •
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 •
CHB update • 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
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
Autumn & Winter events April Ap 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 June Ju 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
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…
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