Hawaii Tourism China 2018 Market Updates Presenter Name Reene - PowerPoint PPT Presentation

Hawai‘i Tourism China 2018 Market Updates Presenter Name Reene Ho-Phang Hawaiʻi Tourism China Reene@brandstory.asia #GTA2017

China Economic Outlook  Currency Exchange  Consumer Confidence Index (CCI)  RMB vs USD: 8.45% China 114 112 110 108 106 104 102 100 China Sources : Bloomberg Markets #GTS2017 3

China Outbound Travel – Market Growth #GTS2017 4

Highlights of 2018 BMP

Beijing | 22.3m Market Trends #1 – ‘New’ First Tier Cities Shanghai | 11.7m Nanjing | 7.2m Zhengzhou | 4.3m Tianjin | 11.1m Xi’an | 6.5m Shenyang | 6.3m Chengdu | 7.4m Dalian | 4.1m Chongqing | 7.5m Qingdao | 3.7m Wuhan | 9.8m Changsha | 3.1m Ningbo | 3.5m Kunming | 3.9m Hangzhou | 6.2m Nanning | 0.8m Guangzhou | 11.1m Shenzhen | 10.4m Xiamen | 3.5m #GTS2017 6

Market Trends #2 – Digitization of China #GTS2017 7

Market Trends #3 – Relaxed Visa One Belt One Road #GTS2017 8

Market Challenges #1 – Airlift Changsha – Los Angeles Beijing – Las Vegas Shenzhen – Beijing – Los Hangzhou – San Francisco Xiamen – Shenzhen – Seattle Angeles Chengdu – Los Angeles Chengdu – New York Fuzhou – New York Shanghai – San Jose Chengdu – New York Chengdu – Hangzhou – Los Xiamen – Los Angeles Shenzhen – Los Angeles Angeles Chongqing – Los Angeles Chongqing – New York Beijing – Los Angeles Xi’an – San Francisco Shanghai – Chicago Shanghai - Atlanta Kunming – Qingdao – San Francisco #GTS2017 9

Market Challenges #2 – Hawaiʻi at Premium #GTS2017 10

Chinese Arrivals to Hawaiʻi – Green Shoots Growth （ % ） China Arrivals & LOS 2015 2016 Dispersal 2015 2016 Growth (%) Oʻahu 95% 96% 1 Group Tours 87,924 80,071 -8.9 Island of Hawaiʻi 26% 29% 3 FIT 85,596 90,007 5.2 Maui 16% 19% 3 Kaua‘i 3% 3% - #GTS2017 11

Target Audience

Trade Marketing – 2018 China Mission ● Camp ALOHA! #GTS2017 13

Group Travel Agents #GTS2017 14

FIT Travel Agents #GTS2017 15

Luxury Travel Agents #GTS2017 16

Happy Healthy Hawaiʻi - 2018 Initiatives #GTS2017 17

Happy Healthy Hawaiʻi - 2018 Initiatives 1. Dia mond of 6. “Be Inspire ” Isla nds MCI Pa c k 乐活 5. L ittle 2. Isla nd Style s Astronome r of Ha wa i ʻ i of Se a sons L è huó 3. Ha wa i ʻ i Ba by 4. Cuisine of Amba ssa dor AL OHA #GTS2017 18

Leisure Initiative #1 – ‘Diamond’ of Islands #GTS2017 19

Initiative #2: Island Styles of Seasons #GTS2017 20

Initiative # 3: Hawaiʻi Baby Ambassador #GTS2017 21

Initiative #4: Food Culture Of Aloha #GTS2017 22

MCI Campaign #1: Be inspired ● Hawaiʻi MCI pack! #GTS2017 23

MCI Campaign #2: Little A stronomer of Hawaiʻi #GTS2017 24

Summary Target KPI Incremental 24,000 Visitor Arrivals 88 Million Incremental US$43.2 Million Expenditures Generated Number of Impressions Million US$16.5 45,000 Total Tentative Room Nights PR Value 14,000 10,000 Total Definite Room Nights (New to Hawaiʻi) Total Definite Room Nights #GTS2017 25

Hawai‘i Tourism Hong Kong 2018 Market Updates Speaker: Yvonne Ma Director, HTHK #GTA2017

Economic / Political Environment  GDP growth rate  Unemployment rate  Consumer price index #GTA2017

Economic / political environment Hong Kong economic outlook 3.3% 103.8% 3.1% IN 2017 IN 2017 IN 2017 102.5% 3.3% 2% IN 2016 IN 2016 IN 2016 Unemployment Consumer Price GDP Growth Rate Rate Index #GTS2017 28

Trends in Hong Kong  Industry updates  Road trip  Eco-tourism and environmental conservation  Family travel  Romantic break - LGBT #GTA2017

Trends in Hong Kong Arrivals into Hawai‘i in Jan – Jun 2016 & 2017 Industry Updates 4400 4324  26.5% increase in HK’s total arrivals to 4200 Hawai‘i from Jan to Jun 2017 4000  Total visitor spending: USD 7.78 million 3800 3600 3418 3400 (Source: Airlines subscribed system Marketing Information Data Tapes - MIDT) 3200 3000 2016 2017 #GTS2017 30

Trends in Hong Kong Provisional Civil International Air Traffic Statistics at HKIA Jan – Jun 2016 & 2017 Industry Updates 6,400,000  35.7 million passenger traffic 6,300,000 6,200,000  ↑1.3% YOY 6,100,000 6,000,000 5,900,000 5,800,000 5,700,000 5,600,000 5,500,000 5,400,000 Jan Feb Mar Apr May Jun 2016 2017 #GTS2017 31

Trends in Hong Kong Self-drive  17% of the HK traveler swould rent vehicle in advance  Hong Kong ranked no.15 among global car rental industry by region  Top 5 travel themes at HK International Travel Expo (ITE) #GTS2017 32

Trends in Hong Kong Eco-tourism and Environmental Conservation  Increasing ecotourism education / travel trends E.g. Sustainable agriculture and promotes creative nature education - organic farms and organize community activities and farmers markets for family trips  Top 5 travel themes by Hong Kong travelers #GTS2017 33

Trends in Hong Kong Family Travel  Over 90% of parents have traveled with their children  Over 50% first brought their children to travel when they were only 0-2 years old  Reasons for family travel:  30% : academic related reasons 20% : as a reward for having good academic results   8% : inspect overseas schooling and boarding environment  2% : use travelling experience as part of the portfolio for school interviews #GTS2017 34

Trends in Hong Kong Romantic Break  Nearly 50% of HK consumers travel as a couple  No anti-discrimination or same-sex marriage laws in HK  60% of Hongkongers would be in favor of an anti-discrimination law for LGBT people  Total value of Hong Kong’s LGBT tourism market was estimated to be US$4.3 billion in 2015, representing about 1.45 per cent of the city’s gross domestic product for that year. #GTS2017 35

Target Market  Millennials - Active Leisure FIT travelers  Millennials - Avid Outdoor Travelers  Romance – LGBT Couples #GTA2017

Millennials Active Leisure FIT Travelers  Experiential, highly educated, Seeks to learn Avid Outdoor Travelers  Well-travelled, value distinctive travel, experiences LGBT Couples  Destination weddings, Honeymoon, Anniversaries, Romance escape #GTS2017 37

Highlights of 2018 Brand Management Plan  Wild & Wondrous  Green Dreams  Trade Education  CAMP ALOHA 2018 Sales Mission  Nikon – I AM ALOHA  LGBT Romance in Aloha State #GTA2017

WILD & WONDROUS TOUR January 2018  Target: Outdoor FIT Travelers  Concept  Highlight the secret and authentic WILD destinations  See unspoiled scenery, find unspoiled people.  Unprecedented access to local passions and interests  Joining local workshops and meeting with locals  Going through corridor of small communities #GTS2017 39

Green Dreams – Eco-Chic Hawai‘i attractions March 2018  Target: Eco-friendly Travelers  Concept  Promote eco-friendly destinations/activities  ‘Enjoy travel with a conscience’ – KEEPING IT PONO!  Educate the visitors via earned media #GTS2017 40

Trade Education Part 1 - FAMs February 2018  Maui and Kaua‘i Exploration  6 leading Hong Kong OTA, wholesalers and high end niche agencies  Hawai‘i Expert master test  Certificate of Maui and Kaua‘i as expert  Encourage them to promote the islands with  recognition #GTS2017 41

Nikon – I AM ALOHA Nikon x Aloha Dog Walk in Little Hawai‘i Trail in Hong Kong & Doctor Dog Visit July 2018 #GTS2017 42

Nikon – I AM ALOHA #GTS2017 43

Nikon – I AM ALOHA Nikon x Astrolink x HTHK – Unspoiled Nature – Hawai‘i Guide Book July – October 2018  Launch a comprehensive travel guide to the islands of Hawai‘I  1st Hong Kong traditional Chinese Hawai‘i guide book  Suggest inspiring scenic road trip itineraries  Distributed by Nikon and Astrolink via :  Hong Kong Radio • Hong Kong Space Museum • Big Camera Retail Shops in Hong Kong • Schools & Photography groups in Hong Kong • Leading HK newspaper such as HK01 #GTS2017 44

Pink Dot HK x LGBT Romance in the Rainbow State Initiative 7 (October 2018)  Target audience: LGBT Community in HK  Concept  Capture a greater market share of LGBT travelers from HK market = 700,000 population  New product offerings to retail agencies and high spending niche market Pink Dot HK is a free, annual outdoor carnival and concert  in support of inclusiveness and diversity  Increase awareness of range of Hawai‘i offerings  Promote equality to HK market, spreading Aloha spirit! #GTS2017 45

Target KPI in 2018  Total visitor arrivals: 9,965 Arrival no. 2016 -2018 YOY 10,000 9,500 12.4% 9,000 8,500 8,000 7,500 7,000 2016 2017 2018 #GTS2017 46

Contact Reene Ho Phang - Managing Director, HTC & HTHK Reene@brandstory.asia Echo Zhou – Trade & MCI Director, HTC Echo.zhou@brandstory.asia Yvonne Ma - Director, HTHK Yvonne.ma@brandstory.asia #GTS2017