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

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

Sep 09, 2022 153 likes •653 views

Hawaii Tourism China 2018 Market Updates Presenter Name Reene Ho-Phang Hawaii Tourism China Reene@brandstory.asia #GTA2017 China Economic Outlook Currency Exchange Consumer Confidence Index (CCI) RMB vs USD: 8.45%

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Hawai‘i Tourism China 2018 Market Updates

#GTA2017

Presenter Name Reene Ho-Phang Hawaiʻi Tourism China Reene@brandstory.asia

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3 #GTS2017

China Economic Outlook

 Currency Exchange

  • RMB vs USD: 8.45%

 Consumer Confidence Index (CCI)

Sources : Bloomberg Markets 100 102 104 106 108 110 112 114

China

China

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4 #GTS2017

China Outbound Travel – Market Growth

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Highlights of 2018 BMP

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6 #GTS2017

Market Trends #1 – ‘New’ First Tier Cities

Shenzhen | 10.4m Guangzhou | 11.1m Beijing | 22.3m Shanghai | 11.7m Xiamen | 3.5m Ningbo | 3.5m Hangzhou | 6.2m Dalian | 4.1m Tianjin | 11.1m Qingdao | 3.7m Nanjing | 7.2m Shenyang | 6.3m Zhengzhou | 4.3m Changsha | 3.1m Wuhan | 9.8m Xi’an | 6.5m Chengdu | 7.4m Chongqing | 7.5m Kunming | 3.9m Nanning | 0.8m

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7 #GTS2017

Market Trends #2 – Digitization of China

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8 #GTS2017

Market Trends #3 – Relaxed Visa One Belt One Road

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9 #GTS2017

Market Challenges #1 – Airlift

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

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10 #GTS2017

Market Challenges #2 – Hawaiʻi at Premium

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11 #GTS2017

Chinese Arrivals to Hawaiʻi – Green Shoots

China Arrivals & LOS 2015 2016 Growth（%） Group Tours 87,924 80,071

  • 8.9

FIT 85,596 90,007 5.2 Dispersal 2015 2016 Growth (%)

Oʻahu 95% 96% 1 Island of Hawaiʻi 26% 29% 3 Maui 16% 19% 3 Kaua‘i 3% 3%

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Target Audience

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13 #GTS2017

Trade Marketing – 2018 China Mission ● Camp ALOHA!

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14 #GTS2017

Group Travel Agents

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15 #GTS2017

FIT Travel Agents

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16 #GTS2017

Luxury Travel Agents

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17 #GTS2017

Happy Healthy Hawaiʻi - 2018 Initiatives

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18 #GTS2017

Happy Healthy Hawaiʻi - 2018 Initiatives

  • 3. Ha wa iʻi Ba by

Amba ssa dor

  • 2. Isla nd Style s
  • f Se a sons
  • 4. Cuisine of

AL OHA

乐活

L è huó

1. Dia mond of Isla nds

  • 5. L

ittle Astronome r of Ha wa iʻi

  • 6. “Be Inspire ”

MCI Pa c k

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19 #GTS2017

Leisure Initiative #1 – ‘Diamond’ of Islands

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20 #GTS2017

Initiative #2: Island Styles of Seasons

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21 #GTS2017

Initiative #3: Hawaiʻi Baby Ambassador

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22 #GTS2017

Initiative #4: Food Culture Of Aloha

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23 #GTS2017

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

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24 #GTS2017

MCI Campaign #2: Little Astronomer of Hawaiʻi

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25 #GTS2017

Summary

Number of Impressions

88Million

US$16.5

PR Value

Million

45,000

Total Tentative Room Nights

Total Definite Room Nights

14,000

Target KPI

US$43.2 Million

Incremental Expenditures Generated

Total Definite Room Nights (New to Hawaiʻi)

10,000

24,000

Incremental Visitor Arrivals

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#GTA2017

Hawai‘i Tourism Hong Kong 2018 Market Updates

Speaker: Yvonne Ma Director, HTHK

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Economic / Political Environment

#GTA2017

 GDP growth rate  Unemployment rate  Consumer price index

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28 #GTS2017

Hong Kong economic outlook

Economic / political environment

GDP Growth Rate IN 2016 IN 2017

2%

Unemployment Rate IN 2016

3.3%

IN 2017

3.3%

IN 2016

102.5%

IN 2017

103.8%

Consumer Price Index

3.1%

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 Industry updates  Road trip  Eco-tourism and environmental conservation  Family travel  Romantic break - LGBT

Trends in Hong Kong

#GTA2017

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30 #GTS2017

Industry Updates

 26.5% increase in HK’s total arrivals to

Hawai‘i from Jan to Jun 2017

 Total visitor spending: USD 7.78 million

(Source: Airlines subscribed system Marketing Information Data Tapes - MIDT)

Trends in Hong Kong

3418 4324

3000 3200 3400 3600 3800 4000 4200 4400 2016 2017

Arrivals into Hawai‘i in Jan – Jun 2016 & 2017

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31 #GTS2017

Industry Updates

Trends in Hong Kong

5,400,000 5,500,000 5,600,000 5,700,000 5,800,000 5,900,000 6,000,000 6,100,000 6,200,000 6,300,000 6,400,000 Jan Feb Mar Apr May Jun

Provisional Civil International Air Traffic Statistics at HKIA Jan – Jun 2016 & 2017

2016 2017

 35.7 million passenger traffic  ↑1.3% YOY

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32 #GTS2017

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)

Trends in Hong Kong

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33 #GTS2017

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

Trends in Hong Kong

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34 #GTS2017

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

Trends in Hong Kong

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35 #GTS2017

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.

Trends in Hong Kong

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 Millennials - Active Leisure FIT travelers  Millennials - Avid Outdoor Travelers  Romance – LGBT Couples

Target Market

#GTA2017

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37 #GTS2017

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

Millennials

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 Wild & Wondrous  Green Dreams  Trade Education  CAMP ALOHA 2018 Sales Mission  Nikon – I AM ALOHA  LGBT Romance in Aloha State

Highlights of 2018 Brand Management Plan

#GTA2017

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39 #GTS2017

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

WILD & WONDROUS TOUR

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40 #GTS2017

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

Green Dreams – Eco-Chic Hawai‘i attractions

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41 #GTS2017

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

Trade Education Part 1 - FAMs

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42 #GTS2017

July 2018

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

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43 #GTS2017

Nikon – I AM ALOHA

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44 #GTS2017

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

Nikon – I AM ALOHA Nikon x Astrolink x HTHK – Unspoiled Nature – Hawai‘i Guide Book

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45 #GTS2017

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!

Pink Dot HK x LGBT Romance in the Rainbow State

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46 #GTS2017

Target KPI in 2018

 Total visitor arrivals: 9,965

7,000 7,500 8,000 8,500 9,000 9,500 10,000 2016 2017 2018

Arrival no. 2016 -2018 YOY

12.4%

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Contact

#GTS2017

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

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