#GTSHAWAII 1 Global Tourism Summit Hawaii Tourism China Reene - - PowerPoint PPT Presentation

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#GTSHAWAII 1 Global Tourism Summit Hawaii Tourism China Reene - - PowerPoint PPT Presentation

May 05, 2023 203 likes •752 views

#GTSHAWAII 1 Global Tourism Summit Hawaii Tourism China Reene Ho-Phang Strategic Advisor Hawaii Tourism China reene@brandstory.asia #GTSHAWAII Hawaii Tourism China China Mainland Beijing Shanghai Guangzhou Chengdu

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1 #GTSHAWAII

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Global Tourism Summit

Hawai‘i Tourism China

#GTSHAWAII

Reene Ho-Phang Strategic Advisor Hawai‘i Tourism China reene@brandstory.asia

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#GTSHAWAII

Hawai‘i Tourism China

China Mainland

 Beijing  Shanghai  Guangzhou  Chengdu

Hong Kong SAR

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6.8%

GDP Growth 7.5% Disposable Income Growth 1.8% CPI Growth 3.8% Unemployment Rate 32%

  • No. of New Airports

87% Mobile Payments

Economic Environment

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China Market Overview

57.4 70.3 83.2 94.2 107 117 122 131 0% 5% 10% 15% 20% 25% 20 40 60 80 100 120 140 2010 2011 2012 2013 2014 2015 2016 2017

China Outbound Trips

*Source: China Tourism Academy *Source: NTTO

1807 2190 2591 2972 2797

  • 10.0%

0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% 80.0% 500 1000 1500 2000 2500 3000 3500 2013 2014 2015 2016 2017 P

China to USA Arrivals

China Outbound Travel

  • Growth Rate Slows Down
  • 7.38% in 2017

2018 YTD

 China to USA Arrivals (Business + Leisure Travel) 5%  China to Hawai‘i Arrivals 1.9%

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China Market Performance

First Time Visitor

Jan – Jun 2018

78%

63,428

PPPD Spending

Jan – Jun 2018

9.7%

$362.5

FIT

Jan – Jun 2018

7.9%

57,084

Multi Islands Arrivals

Jan – Dec 2017

15.3%

64,993

Expenditures

Jan – Jun 2018

4.4%

$218.2 Million

China Arrivals

Jan – Jun 2018

1.9%

81,319

Length of Stay

Jan – Dec 2017

15%

7.58

Hong Kong Arrivals

Jan – Jun 2018

4.8%

1,978

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MCI Business Highlights

  • Guangzhou CYTS – AIA Group
  • 400 Attendees
  • 1,056 Room Nights
  • Chinese Celebrity’s Wedding
  • 50 Attendees
  • 300 Room Nights
  • 8 Continental VIP Group
  • 200 Attendees
  • 1,080 Room Nights
  • 5 Nights at Lāna‘i
  • 4 Nights at O ‘ahu
  • Future Groups From September
  • 11 Groups
  • 5,789 Room Nights
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Island Dispersal

Source：2017 MMA Data

China Arrivals Growth

Multi Islands Visited 63,123 15.3% Oʻahu 146,137 6.8% Island of Hawaiʻi 54,193 16.2% Maui 31,650 9.5% Kauaʻi 4,938 11.8% Lānaʻi 1,118 36.5% Molokaʻi 849 33.5% Length of Stay 7.58 15%

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Market Trends

US vs China Trade War Airlift Intense Competition Rise of Tier 2 Market Mega Shift - FIT Luxury Travel Boom Family Travel Boom

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‘New’ First-Tier Cities

Shenzhen | 10.6m Guangzhou | 20.1m Beijing | 22.3m Shanghai | 24.1m Wuxi | 6.5m Ningbo | 8m Hangzhou | 9.4m Suzhou| 10.6m Tianjin | 15.6m Qingdao | 9.2m Nanjing | 8.3m Shenyang | 8.2m Zhengzhou | 9.8m Changsha | 7.9m Wuhan | 10.9m Xi’an | 9.6m

Chengdu | 16.4m

Chongqing | 30.7m Kunming | 6.7m Dongguan| 8.3m

Source: China Tourism Academy

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Growing FIT Segment

85,596

86,607

102,656 1.2% 18.5%

0.0% 2.0% 4.0% 6.0% 8.0% 10.0% 12.0% 14.0% 16.0% 18.0% 20.0% 75000 80000 85000 90000 95000 100000 105000 2015 2016 2017

China FIT Arrivals to Hawaiʻi & Growth

FIT Arrivals to Hawaiʻi Growth

Source：2015-2017 MMA Data

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Digitization of China

117.60 233.44 302.74 355.58 419.97 500.06 556.78 619.81 695.31 752.65 39.5% 60.8% 66.2% 69.3% 74.5% 81.0% 85.8% 90.1% 95.1% 97.5% 0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% 80.0% 90.0% 100.0% 0.00 100.00 200.00 300.00 400.00 500.00 600.00 700.00 800.00 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017

China Mobile Internet Users

The Number of Mobile Internet Users (million) % of Total Internet Users

Source: China Internet Research

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Digitalized Travel Lifestyle

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Intense Competition - Destinations

Airlines Weekly Frequency Routes 3 Beijing

  • Honolulu

3 6 Shanghai

  • Honolulu

Total 12 2 Destination Weekly Frequency Routes Los Angeles 124 9 New York 109 7 San Francisco 89 9 Chicago 49 3 Seattle 21 3 Boston 10 2 Detroit 14 2 San Jose 7 2 Others 42 7 Total 465 44

China – Hawaiʻi Direct Flights China – U.S. Mainland Direct Flights

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Intense Competition

Destination Weekly Frequency Weekly Capacity Airlines Hangzhou – San Francisco 3 756 Xi’an – San Francisco 3 657 Shanghai - Guam 2 310 Shanghai – Chicago 7 1,582 Beijing - Chicago 7 1,582 Beijing - Honolulu 3 834 Hong Kong - Seattle 7 1,638 Shanghai – San Jose 3 711 8 Routes 35 8,070 5

Discontinued U.S. - China Direct Flights in 2017 & 2018

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China – Hawai‘i

5,000 10,000 15,000 20,000 25,000 30,000 35,000 40,000 45,000

49% 20% 13%

Top 10 Airlines China to Hawaiʻi

2018 Jan - Jun

China Eastern Air China Hawaiian Airlines Asiana Airlines Korean Air Japan Airlines All Nippon Airline United Airline Delta America Airlines

Total 83,540 pax

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One Belt Road Economic Initiative - Relaxed Visa

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Relative High Cost

Group Product Price Comparison of Major Islands Destination

*Data from China Travel News

5000 10000 15000 20000 25000 Bali Phuket Maldives Hawaiʻi Guam Saipan Mauritius

Average Price / RMB

(Mar - May 2018)

Mar Apr May

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Reasons for Choosing Travel to USA

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Top 10 U.S. States - Destinations Interest 2017

Source: Brand USA 2017 Research Study

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The Expected Route Chengdu-Shenzhen-Honolulu The Expected Aircraft A330-300 46 business class 260 economy class seats The Expected Flights 156 flights 48,360 air seats per year

Market Opportunities

Potential New Air Route

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Market Opportunities

Potential New Air Route

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2019 Strategy - Inverted Pyramid of Trade Marketing

Experience 15% Novice 70%

“New” First Tier Cities

Sophisticated 15% Experience 50% Novice 20%

First Tier Cities

Sophisticated 15%

FIT Group

Source: HTC BMP 2019

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2019 Camp ALOHA! China Trade Mission

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2019 Strategy - China Target Segments

Luxury Escapees YOLOs Multi-Generation Families

  • 46% rank island

holiday as first choice

  • Chinese travel

spend grow to 115.3 billion

  • You Only Live

Once

  • 190 million

adventure seeking Chinese travelers

  • USD 30 billion, up

30%

  • 30% of Chinese
  • utbound tourists or

39 million people travel with their families

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2019 Strategy - Diamond of Islands

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Diamond of Islands - 2019 Marketing Initiatives

  • 5. Sounds of Aloha

Hawai‘i

  • 4. Up Close Personal

Hawai‘i

  • 1. Olympic Dreams

Hawai‘i

  • 3. Luxury Golfing

Hawai‘i

  • 2. Rainbow Drive

Hawai‘i

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Diamond Of Islands #1

Olympic Dreams ~ Hawai‘i

Objective & Concept:

Surfing officially an Olympic Competitive Sport in Tokyo Olympics in 2020

China’s National Surfing Team

Surfing at Hawaiʻi is trendy in China

Showcase Hawaiʻi’s history and heritage as the birth place for Surfing

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Diamond Of Islands #1

Olympic Dreams ~ Hawai‘i

Target Audience: YOLOs Hawai‘i Partners: 8 KPIs: 500,000 page views 1,200,000 USD PR value Potential Partners:

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Rainbow Drive ~ Hawai‘i

Objective & Concept:

To showcase the inspiring nature and diverse landscapes of Hawai‘i

To position The Hawaiian Islands as an excellent FIT paradise for self-drive

To create awareness of how to travel throughout The Hawaiian Islands in a responsible & sensitive manner

Launch Responsible Tourism content hub

Diamond Of Islands #2 | Responsible Tourism

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Target Audience: Luxury Escapees & YOLOs Hawai‘i Partners: 8 KPIs: 250,000 luxury targets 10 new self-drive Products Potential Partners:

Diamond Of Islands #2 | Responsible Tourism

Rainbow Drive ~ Hawai‘i

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Diamond Of Islands #3 | MCI

Luxury Golfing ~ Hawai‘i

Objective & Concept:

Promote Hawai‘i golf resources to golf players in China

Co-op with professional Chinese golf associations to organize the golf tournament in China

Work with MCI Intermediaries to design special golf groups in 2019

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Target Audience: Luxury Escapees Hawai‘i Partners: 6 KPIs: 30,000 high-end golf players 2 new Hawai‘i group travel packages Potential Partners:

Diamond Of Islands #3 | MCI

Luxury Golfing ~ Hawai‘i

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Diamond Of Islands #4

Up Close & Personal ~ Hawai‘i

Objective & Concept:

To position The Hawaiian Islands as an ideal destination for romance, bro-mance and sis-mance.

Capturing the romantic and fun moments by tapping viral short videos

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Target Audience: YOLOs Hawai‘i Partners: 5 KPI: 1,000,000 page views 910,000 USD PR value 8 new semi-FIT products Potential Partners:

Diamond Of Islands #4

Up Close & Personal ~ Hawai‘i

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Diamond Of Islands #5

Sounds of Aloha ~ Hawai‘i

Objective & Concept:

To position The Hawaiian Islands as an inspirational destination with its own unique Aloha culture and music

To tap on the rising interest of the Ukulele amongst the young and old

To strongly differentiate Hawai‘i from other islands using popular audio musical stories

To create awareness on musical & cultural resources and assets of Hawai‘i

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Target Audience: Multi-Generation Families Hawai‘i Partners: 5 KPI: 200,000 family targets 8 new products target Multi-Generation Families Potential Partners:

Diamond Of Islands #5

Sounds of Aloha ~ Hawai‘i

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 Economic/Political Environment  Market Trends  Objectives  Target Segments  Leisure Initiatives

2019 Brand Management Plan Overview

#GTSHAWAII

Hong Kong

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Economic/Political Environment

4%

GDP Growth

  • No. 1

Ultra-Rich Population City

2.3%

CPI Growth

2.8%

Unemployment Rate

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Trends in Hong Kong

Outbound Market Updates

Source: International Air Transport Association (IATA)

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Trends in Hong Kong

In-Depth Travel & Eco-Tourism

 50% visitors prefer in-depth and theme travels  High-end travel sector aged 40 plus authentic

travel experiences

Family Travel

 A form of gathering with family members  Profit margin is relatively higher.

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Trends in Hong Kong

Romantic Break

 Couple spend USD4,900 on honeymoon trip and

USD3,000 on pre-wedding photography

 Significant growth in demand of romance tour  Almost half of Hong Kong consumers travel as a

couple.

Road Trip

 17% of the Hong Kong traveler would rent

vehicle in advance for their trip to USA

 Ranked no.15 among global car rental industry

by region

 One of the top 5 travel themes

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#GTSHAWAII

Strategic Objectives

Emotion-Connected Campaigns Focus on Responsible Travel Connect Locals with HK Traveler

↑ Hawaiʻi Competitiveness

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Hong Kong Target Segments

 Millennials

▪ High-end ▪ Active Leisure FIT

Travelers

 Young Families

▪ High vacation spending

 Couples

▪ Honeymoon ▪ Anniversaries ▪ Romance escape

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Hong Kong Initiative #1

Korean Air: Let’s Say Aloha

Target Audience:

▪

Hong Kong FIT travelers

Objective & Concept:

▪

Special promotion with Korean Air and leading OTAs

▪

A series of Hawai‘i stories.

▪

Local tours lucky draw.

KPIs:

▪

3 - 4 co-op partners

▪

PR Value: USD300,000

▪

Media Impression: 1,000,000 Potential Partners:

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Hong Kong Initiative #2

Awe-Inspiring Nature

Target Audience:

▪

Outdoor FIT Travelers/ Couples

Objective:

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To inculcate responsible & sensitization towards environmental conservation and encourage family travels via the most watched TV channel in Hong Kong.

▪

To increase call to action with new products launched when this TV program is LIVE.

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Concept:

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TV program: 3 to 4 episodes, 30 minutes each, with TVB which is Hong Kong

  • No. 1 TV Broadcasting channel with mass reach - more than 9 million

people.

▪

Trade Education: A trade FAM tour to develop the same itinerary from this TV program and have the products launched when the TV program is launched

Hong Kong Initiative #2

Awe-Inspiring Nature

 KPIs

▪

3 – 4 episodes

▪

PR value: USD1,000,000

▪

Media impression: 9,000,000

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Hong Kong Initiative #3a

Aloha Jam Hong Kong x Hawai‘i

Hong Kong Stop - Carnival and Workshop

Target Audience:

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Hong Kong families/ couples/ culture and music lovers.  Objective:

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A meaningful music and cultural carnival in a public prime space with our vibrant Ohana

▪

Be inspired by the stories weaving music, dance, culture, food and people from Hawai‘i.

KPIs:

▪

1 carnival and workshop

▪

1,000,000 reach

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Hawai‘i Stop – The Secret Invite

Target Audience:

▪

Hong Kong luxury travelers/ celebrities

Objective:

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To influence / surprise this group of highly potential travelers of this cutting- edge event in the world class nature and create word of mouth of Hawai‘i

Hong Kong Initiative #3b

Aloha Jam Hong Kong x Hawai‘i

KPIs:

▪

3 MCI travel agencies

▪

50 attendees

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Hawai‘i Stop – The Secret Invite

Potential Partners:

Hong Kong Initiative #3b

Aloha Jam Hong Kong x Hawai‘i

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Questions?

#GTSHAWAII

Reene Ho-Phang China Strategic Advisor Hawai‘i Tourism China reene@brandstory.asia

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