#GTSHAWAII 1 2018 Oceania market review Darragh Walshe Giselle - - PowerPoint PPT Presentation

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gtshawaii 1 2018 oceania market review
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#GTSHAWAII 1 2018 Oceania market review Darragh Walshe Giselle - - PowerPoint PPT Presentation

May 06, 2023 32 likes •352 views

#GTSHAWAII 1 2018 Oceania market review Darragh Walshe Giselle Radulovic Country Manager NZ Country Manager Australia Hawai'i Tourism Oceania Hawai'i Tourism Oceania dwalshe@hawaiitourism.co.nz gradulovic@hawaiitourism.com.au #GTSHAWAII

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2018 Oceania market review

Darragh Walshe Country Manager NZ Hawai'i Tourism Oceania

dwalshe@hawaiitourism.co.nz

Giselle Radulovic Country Manager Australia Hawai'i Tourism Oceania

gradulovic@hawaiitourism.com.au #GTSHAWAII
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Team Hawai'i

New Zealand Team (Auckland)

Darragh Walshe Country Manager Megan Hornblow Account Manager Chris Sadayasu Tourism Brand Manager

HTA (Honolulu) HTO Australia Team (Sydney)

Giselle Radulovic Country Manager Kritsada Phadungkiatipong MCI Manager Madeline Atkins PR Executive Charis Ricafuente
  • Sr. Marketing Manager
Alicia Palmer Trade Executive Rhiannon Williams Social Media

The Walshe Group

Jacqui Walshe Managing Director
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 Review of 2018  Market Overview  Looking ahead to 2019

Session overview

#GTSHAWAII
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Market Conditions

  • Arrivals
  • Airlift
  • Economic Environment
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Annual Arrivals

28404 17401 21923 26939 31352 28442 28699 26698 27821 16562 19767 26934 30356 28528 28456 27654 J A N FE B MA R A P R MA Y J UN J UL A UG

AUSSIES VISITING HAWAI‘I (JAN-AUG 2018)

2018 2017
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Annual Arrivals

4707 2672 3945 9007 8152 9180 10942 8156 3946 2071 2754 5675 5519 7118 8801 7208 J A N FE B MA R A P R MA Y J UN J UL A UG

KIWIS VISITING HAWAI‘I (JAN-AUG 2018)

2018 2017
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Annual arrivals

Visitors Australia 2017 324,564 Jan – Aug 2018 209,858 (+1.8% YOY) Av length of stay 9.67 days Visitors New Zealand 2017 70,799 Jan – Aug 2018 56,762 (+31.7% YOY) Av length of stay 9.31 days

Oceania expenditure

January – Aug 2018: $676.2 million Forecast 2018: $1,062.1 million + 3.6%

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Year to date arrivals Oceania – January to Aug

Kaua‘i

21,179 (-3.3%)

O‘ahu

260,654 (+7.6%)

Moloka‘i

2,308 (-29%)

Lana’i

3,41 (-14.4%)

Maui

45,113 (-2.9%)

Hawai‘i Island

33,933 (-16.8%)
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Airlift

2017 2018 Estimated % Change Auckland 104,932 155,756 +48.4 Sydney 273,688 270,934
  • 1.0
Melbourne 60,300 58,960
  • 2.2
Brisbane 44,202 44,202 0.0
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Oceania economic environment

Australia

 AU$ decline throughout the year  Affected by slow down in US and global economy  Economy solid; consumer confidence is up

New Zealand

 Economy solid  NZ$ has slipped, at lower end of acceptable range

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Visitor profile

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Leisure – who is visiting Hawai’i

33.8%

AS A COUPLE (+3.1%)

28.7%

OTHER FAMILY OR FAMILY & FRIENDS (+3.7%)

22.3%

FAMILY WITH CHILDREN (down -4.5%)

Average age: 45 years old

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Where are we staying?

0% 10% 20% 30% 40% 50%

4 star Standard Luxury Self-contained

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Why Hawai'i?

1 2 3 3 4

R&R Shopping Food

Beach

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How do we book?

58.2%

Travel agent

38.3%

Airline

33.6%

Direct

25.5%

OTA

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2018 Sizzle Reel

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 Strategic objectives  Consumer  Trade  Promotions and communications  MCI

Key programs 2019

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Strategic objectives

 Two major integrated campaign periods incorporating full marketing mix  Maintain an ‘Always On’ consumer and trade engagement strategy  Reinforce a strong brand position through authentic story telling  Leverage strong industry partnerships

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Consumer strategies

Romance: Major integrated campaign for one of our main markets

Multi-island Travel: Multi-channel campaign during a key booking period

Short Break/Stopover: Shopping/single island visits

Sports & Festivals: Promote signature events

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Trade strategies

Trade education

 Tradeshows – Month of Lei, Aloha Down Under, Visit USA  Dedicated online training modules  Specialist Famils

Co-operative campaigns

 Experiential & multi-island  Creative, multi-channel and digital  Aligned with key strategic objectives

and key campaign periods

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MCI strategies

Partnership Development

 PCOs, Corporate Meeting Planners, Island Chapters, Airlines  HCC | HVCB

NEW Incentive Program

 Increase room nights  Hawai’i top of mind

Increased Sales Activity

 Dedicated famils  Tradeshows – AIME, Get Global,

PAICE, EABE

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Promotions and communications strategies

Broadcast Initiatives

 Helloworld Travel Show  Prime time lifestyle  Morning news shows

Media Relations

 Visiting Journalist Program  Group Media Famil  Press releases

Promotions

 Month of Lei  Aloha Down Under  Support of campaign themes

Digital communications

 Subscriber database 123k+  Facebook: 114k+ &

Instagram: 25.9k+

 gohawaii.com/au Blog

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The Aloha Apprentice

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 Multi-channel integrated campaigns  Major PR consumer  Digital and social  Responsible tourism  MCI relationships

Our Top 5

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Multi-channel integrated campaign

  • Focus on key traveller markets and themes
  • Increase partner opportunities in travel and other sectors
  • Leverage combined investment to increase media, PR, digital reach
  • Shoulder and non peak travel times
  • Increase multi-island visitation
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Major consumer PR

  • Seek major TV production opportunities
  • Promote key themes and niche experiences – new audiences
  • Integrate with Trade Co-op Campaigns
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Digital and social presence

  • Social media to promote major activities
  • Gohawaii.com/au/nz campaign pages
  • Oceania Blog on gohawaii.com
  • Promote Festivals and Events
  • Utilise UGC from influencers and fans
  • Paid social activity
  • Grow Facebook, Instagram, Twitter
  • Aloha Fridays – Travel Trade
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MCI relationships

  • Build partnerships and profile of HTO MCI support
  • Increase sales activity and develop corporate market
  • NEW agent/planner incentive to increase room nights
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Responsible tourism

  • Sea Cleaners NZ Exchange Program
  • Promote voluntourism opportunities,

with unique cultural experiences

  • MCI / Corporate groups
  • PR/press messaging
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Questions?

Darragh Walshe Country Manager NZ Hawai'i Tourism Oceania

dwalshe@hawaiitourism.co.nz

Giselle Radulovic Country Manager Australia Hawai'i Tourism Oceania

gradulovic@hawaiitourism.com.au #GTSHAWAII