Hawaii Tourism Canada (HTCAN) Susan Webb President VoX - - PowerPoint PPT Presentation

Hawai‘i Tourism Canada (HTCAN)

#GTSHAWAII

Susan Webb President VoX International susan@voxtm.ca

#GTSHAWAII

Hawai‘i Tourism Canada Team

 Canada Economic / Political Environment  Industry Trends  Our Target Market & Why/New Technologies  What You don’t already Know  What You can Expect from our MCI Market  2018 Brand Management Plan Highlights

Session overview

#GTSHAWAII

6 #GTSHAWAII

Canada’s Economic & Political Environment

7 #GTSHAWAII

Canada’s Economy

10th largest world economy by GDP Estimated $33 trillion in natural assets Currently very strong, annualized rate of GDP expansion of 4.5%, highest growth since 2002, 50% faster than US economy Canada leads the G7 in GDP growth Canadian dollar worth just below $0.82 US, up over $0.12 since Jan 2017 – as low as $0.73 in April (was $ 1.03 USD in 2012)

8 #GTSHAWAII

Economic Environment – The Loonie is on the Rise $$$

6.3% unemployment, lowest in 9 years (US is 4.3%) Financial systems (based on British) considered conservative & solid, desirable for foreign investors Vancouver & Toronto - world’s #1 & #3 fastest house price percentage increases since March 2016, ahead of Sydney, New York, Hong Kong, Tokyo, Los Angeles, London... * However...

*Source: Corelogic March 2017

9 #GTSHAWAII

Economic Environment

Risk to Canadian economy if trade protectionism increases GDP growth expected to recede to 1.8% growth for next several years Interest rates going up for first time in 7 years (1%) Canadians carrying heavy individual debt load Economic strength is too closely tied to the price of

• il

10 #GTSHAWAII

Canada’s Political Environment

 Justin Trudeau – Liberal Party of

Canada

▪

Idealism, youthful energy, father’s legacy, popularity only at 42%*  Canada’s revitalised international

profile & re-engagement

 Canada is liberal - political centre/left  Alberta tends to be Canada’s most

right wing province

* Source: Forum Research – August 2016

11 #GTSHAWAII

Industry Trends Impacting

• ur Market

12 #GTSHAWAII

Industry Trends impacting our Market

 Pent up travel demand  Strong domestic (and US) travel interest and results*  Decreased sensitivity toward international events  Consumer confidence, willingness to spend

*Source: Conference Board of Canada – Outbound Report July 2017

13 #GTSHAWAII

 Travel Agent (home based and store front) resurgence, but...  Mobile bookings beyond flights and hotels +  Tour operators offering 24/7 access - excursions, restaurants,

etc.

 Costco Travel is an increasingly strong disruptor – now

• ffering 2% off travel for Executive Members

 New ULC airlines being introduced (WestJet/Flair)

Industry Trends impacting our Market

14 #GTSHAWAII

The Sharing Economy in Canada

 Cities making “deals” with Airbnb, Uber and more  Points of no return – Loyalty Programs  Aeroplan discontinued – Air Canada taking over

program

 PC Travel & Shopper’s Drug Mart alignment

15 #GTSHAWAII

More Industry Trends impacting our Market

 Show me more!

▪

Images, videos, and virtual reality at all stages of planning and travel

▪

Instagram & Snapchat – preference for visuals over words  Culinary & Wellness Tourism – Foodie tourism

growing

 Greater interest in single/solo travel options  Multigenerational Travel still strong  Personal curated travel - experiential travel itineraries

16 #GTSHAWAII

Our Target & Why

17 #GTSHAWAII

Canadian Travel Habits

 8th most avid travelers in the world*  7.1M Leisure Trips to the USA **  Caribbean & Mexico 3.2M  Europe 2.2M  Asia & South Pacific 1.7M

Our Target Market & Why

Source: *Timetric & Global News.ca **Conference Board

• f Canada – January to June - August Outbound Report

18 #GTSHAWAII

Demographic Description – Hawai‘i

Our Target & Why

78 % of Canadian Visitors 35 – 65 years +

19 #GTSHAWAII

Our Target & Why

Demographic Projection – Aging Population Shift in demographics 2014-2019

• 11% increase in 55-64
• 19% increase in 65+

20 #GTSHAWAII

Baby Boomers with Zip

• Active, healthy lifestyles
• 70 is the new 55
• Adventure, culture, food

15.8 million Canadians are 50 years +

• More seniors than kids under 16
• Retiring younger
• Snowbirds younger

Zoomers hold 70% of wealth

• $ 1 trillion to be inherited in next 15

years

• They love to spend time with family
• Multigenerational travel

Zoomers love to Travel

• 73 % plan out of country trip this year
• 40 % plan two trips
• 35 % plan four trips
• Bucket list, influenced by friends, go back to

where they love

The World is Waking up to Zoomers

21 #GTSHAWAII

Demographic Description

 Affluent, white collar occupations, 54% upper management  Well educated, 62% post secondary diploma or degree  79% married, 37% children at home

Who is our Target ?

Source: Numeris RTS Media Research – August 2017

22 #GTSHAWAII

What do they like to do when they travel?

Source: Numeris RTS Media Research – August 2017 & Mintel – Statistics Canada

 Event-Oriented – theatre, festivals, music  Physically Active – cycling, workouts, camping,

canoeing/kayaking

 Hobbies – travel, gardening, photography, golf  Target looking for meaningful experiences vs. material-

• riented / status seeking travel

 Target travels for longer and spends more when they do

23 #GTSHAWAII

Where do they live in Canada?

75% of Canadian visitors to Hawai‘i from Western Canada 41% British Columbia 34% Alberta, Saskatchewan, Manitoba 20% from Ontario Eastern Canada represents huge opportunity

24 #GTSHAWAII

Segments we are developing

 Romance – Weddings, Honeymoons, Anniversaries  MCI – Incentives  Cruise, pre and post  Longstay/Snowbirds  Multigenerational Travel  “Bucketlisters”  Off season travelers

25 #GTSHAWAII

New Technologies

26 #GTSHAWAII

Canada is very social

 Facebook - #1 social media platform for our target audience  Continue to refine content posts and audience targeting based on response  Utilising HTCAN social media to provide information, connect consumers to

Destination Specialists

27 #GTSHAWAII

What you don’t know about Canada market

28 #GTSHAWAII

Did you know???

 Canadian invented Hawaiian Pizza (Sorry?)

▪

Canadians tend to apologise for everything

 Canada has an official policy of multi-culturalism

▪ Toronto is considered (by some) to be the most multicultural city in the world with

200 ethnic groups and 140 languages

 Toronto is 4th largest city in North America by population  Canada is over 5,500 miles wide, has 6 time zones, and is 30% bigger than

Australia

29 #GTSHAWAII

And there is more you may not know about Canucks

Bilateral trade between Canada & USA in 2016 was $301 million USD -- accounting for 42,300 jobs in Hawai‘i* Canada imported $2 million “live bees” from Hawai‘i in 2016 Hawai‘i imported $2 million in whisky from Canada in 2016**

*Source: US Bureau of Economic Analysis - **Agriculture Canada

30 #GTSHAWAII

MCI Market

31 #GTSHAWAII

Canada’s MCI Market

 Expecting good growth and booking

commitments resulting from 2017 leads

 Continued healthy demand from Canada  Medical, Financial, Energy segments  55% of planners predict favorable

budget/spend in 2018, up 10% from the last quarterly report*

 Concerns - impact of proposed travel bans, &

safety and security issues, hotel rates

*Source: Meeting Professionals International’s August 2017 Report

32 #GTSHAWAII

2018 Brand Management Plan

33 #GTSHAWAII

Travel Trade

Continue strong 2017 momentum More Travel Trade Training (face to face & webinars) Key Partner Trade FAMS Aloha Canada Sales Mission 2018

Highlights of our 2018 Brand Management Plan

34 #GTSHAWAII

Highlights of our 2018 Trade Plan

 Trade Shows & Product Launches  Continue to strongly promote HDSP  Tactical use of travel trade media

▪ (e-blasts, updates, editorial, ads)

 Proactive business building with key partners

35 #GTSHAWAII

Public Relations

 Support FAMS for targeted or influential

journalists

 Themed Group Media FAM Trips  News Releases & Media Newsletters  Media Events  Media Monitoring

Highlights of our PR 2018 Plans

36 #GTSHAWAII

Themes to promote with media

• History/Culture, Festivals & Events, Cuisine, Music
• Outdoors/Nature – Volcanoes, Beaches, Rainforests, Sea Cliffs
• Romance – Weddings, Honeymoons, Anniversaries
• Adventure/Recreation – Sport Participation & Events
• Luxury – Spas, Resorts, Wellness, Cruises
• Family – Multigenerational Trips, Reunions

Highlights of our 2018 PR Plan

37 #GTSHAWAII

Public Relations – Group Media Fam Trips

 Family Travel to Maui & Moloka‘i – Culture, culinary, outdoor activities, and more  Culture & Culinary – the diversity of O‘ahu coupled with the untouched beauty of

Kaua‘i

 Outdoor Adventure – Active adventures on the island of Hawai‘i & Lāna'i

Highlights of our 2018 PR Plan

38 #GTSHAWAII

Highlights of our 2018 MCI Plan

 Experience Aloha Business Exchange

2018

 More MCI Fams  Tactical use of MCI trade media (Ignite &

M&IT vehicles)

▪

Continue to pitch editorial

▪

Hawai‘i supplements and online presence  PMCA Canadian Innovation Conference

Nov 2018, Victoria BC

 Sales calls, MCI events, consistent

presence

39 #GTSHAWAII

More Co-op Campaigns

• Continued combination of on + offline advertising + media,

Public Relations / Promotions + select consumer engagements

• Reinforced with strong trade support, training
• Robust co-operative initiatives with key partners
• Lei Day Activations
• Consumer activations & travel shows
• Brand USA Movie – Canada Music Week 2018

Highlights of our 2018 Consumer Plan

40 #GTSHAWAII

Highlights of our 2018 Consumer Plan

Toronto Raptors vs. LA Clippers Game Activation

Sunday March 25 Canada’s Basketball team Raptors GM Bobby Webster Iolani Graduate

Partner with RedTag.ca (TravelBrands) 20,000 in attendance, plus national TV impact Entertainment, prizing, activities, media, material distribution Social media promotion

41 #GTSHAWAII

The Zoomer Market

Hawai‘i 5-0 – Celebrate Your 50th Birthday in Hawai‘i! National Promotion with Zoomer Media, 73% of Zoomers plan an out of country trip each year! Radio Broadcasts, Magazine Executions, Digital & Social, editorial

Highlights of our 2018 Consumer Plan

42 #GTSHAWAII

Advertising

Targeted Magazine Support

Lifestyle segments identified by HTA

Newspaper (Digital & Print) – New Initiatives

Native “advertorial” and advertising package in Globe & Mail, Canada’s most prominent national and business newspaper (our Wall Street Journal) Digital support of high profile Globe Alliance websites focused on Western Canada National Medical Association publications

Highlights of our 2018 Advertising Plan

43 #GTSHAWAII

Highlights of our 2018 Social Media Plan

 Create/monitor basic content as well as

community

 Two additional initiatives are planned:

▪

Targeting Influencers

▪

Canvas or new ad unit (creative executions)

44 #GTSHAWAII

Television

▪ 4 – 6 Themed Television Promotions ▪ Higher media weight in Western provinces, particularly BC ▪ TV concentration in Winter (extending 2017 campaign activity) & Fall (building

momentum for 2019)

▪ Year-round support in Print and Digital (Search & Social) ▪ Display advertising generated through conventional media negotiations

Highlights of our 2018 Advertising Plan

45 #GTSHAWAII

Broadcasting “Hawai‘i Week” this week across Canada!

Entertainment Tonight Canada

Presents Hawai‘i as a “must-visit” destination Hosted 5 part series visiting 5 islands Themes: adventure/activities, culinary, high-end accommodation, Hollywood & Hawai‘i, etc. National contest with microsite, extensive promotion, social media engagement WestJet Vacations key partner

47 #GTSHAWAII

THANK YOU MAHALO MERCI