Hawai‘i Tourism Europe Market Update Amanda Hills Alex Perez CEO Sales & Marketing Manager Hawai‘i Tourism Europe Hawai‘i Tourism Europe amandah@hillsbalfour.com alexp@hillsbalfour.com #GTSHAWAII
Your Europe Team #GTSHAWAII
Your Hawai‘i Tourism Europe Team Niamh Walsh Amanda Hills Jonathan Sloan Rosina Williams Amy Scott Sales & Marketing Manager CEO MD Sales & Marketing Director PR Director Alex Perez Emma Morgan Jasmine Rushton Libby Allan Sales & Marketing Manager Sales & Marketing Executive Senior PR Manager Senior PR Executive #GTSHAWAII 4
Your Hawai‘i Tourism Europe Team Lindsey Thorpe Annabelle Michaux MCI European Manager Director, France Office Ralf Lieb Sabrina Hasenbein Katharina Dorr MD, German Office PR Manager, German Office Sales & Marketing Manager, German Office #GTSHAWAII 5
Market Intelligence #GTSHAWAII
European Market Update UK is the largest German economy will In 2016, the German UK economy will market for vacation grow by 1.5% this outbound travel grow by 1.7% this visitors to the US, year and a further market grew to a total year and a further spending of €86 with an anticipated 1.8% in 2018 1.5% in 2018 3,281,000 travellers (Reuters) billion for leisure (IMF) by 2020 trips ‘Culture’ and authenticity are one European bookings to Long haul travel from Hawai‘i are made the most important France grew by +12% reasons for visiting a very early, 12-18 in the first quarter of destination for months prior to their 2017 European travellers trip #GTSHAWAII 7
European Travel Environment Europeans are staying longer and spending more In 2016, trips of Value for money is key +16 nights grew at a higher rate Safety and security than trips of 1-7 nights Exchange rate Authentic experiences #GTSHAWAII 8
European Current Travel Trends Long haul holidays Intrepid over 55s Increasing demand for active and adventurous Bespoke tours holidays Active holidays Sharing economy #GTSHAWAII 9
European Future Travel Trends Peer to peer businesses and authentic experiences Experientialism and personalization The YOUniverse Rewards by social media Continuation of last minute living Growth in technology #GTSHAWAII 10
The European Opportunity Consumers want experiences Accessibility and good airlift Attractive destination for trade – complex and high Product diversity value Good infrastructure and Increase in twin and inter-island connection multi center holidays Safety and security #GTSHAWAII 11
2018 Strategy #GTSHAWAII
European Strategy Maximise European visitors’ contribution to Hawai‘i’s economy by positioning Hawai‘i as the bucket list destination to travel to in 2018, 2019 and beyond… #GTSHAWAII 13
Our Approach Short term ▪ Trade and consumer awareness levels ▪ Safety and security Focus on breadth ▪ Airlift and accessibility and depth of Hawai‘i as the hero message Objectives ▪ Increase awareness of unique experiences ▪ Leverage destination awareness through cultural events ▪ Consumer engagement through PR, broadcast and digital content #GTSHAWAII 14
Leisure Activity STAFFING EDUCATION TRADE CONSUMER PR DIGITAL/SOCIAL #GTSHAWAII 15
Increasing Business Targeting new tour operators not featuring Hawai‘i Huge interest from luxury tour operators – re- writing programs to include Hawai‘i 13 new tour operators Targeting niche tour operators featuring Hawai‘i this year Educating established tour operators on special interest and themed packages (hiking, culture, movie related, events, sports) #GTSHAWAII 16
Representing the Islands Agent online training program Sales agent training MCI training and presentations HTE fam trips to Fam and press trips all four major Hawaiian Islands Trade newsletters and press releases Pitching story ideas to media Marketing campaigns Social media activations #GTSHAWAII 17
2018 Campaign Ideas #GTSHAWAII
Hawai‘i Heroes An integrated digital consumer campaign highlighting Hawai‘i’s diversity, culture, sustainability and natural beauty through local ‘heroes’ . Each hero will represent something unique about the destination to become the face of their island. Consumers will be invited to vote for their favourite ‘Hawai‘i Hero’ and be in with a chance to experience a week in the life of their hero. #GTSHAWAII 19
Hawai‘i Heroes Timing ▪ Jan – March 2018 (option for Sept expansion) Target Audiences ▪ DINKs and active seniors Objectives ▪ Promote Hawai‘i as a culturally rich, bucket list destination which offers something for everyone ▪ Leveraging digital reach and audience to further enhance the sales driving elements of the campaign ▪ Grow consumer databases through a competition #GTSHAWAII 20
Hawai‘i Heroes German Roll Out - Lonely Planet Online marketing campaign on Lonely Planet.de partnering with a tour operator as the call to action. LP will create extensive content on each island for users to read, users will then fill in a questionnaire and receive a personalised Hawai‘i itinerary based on their answers #GTSHAWAII 21
Hawai‘i Heroes German Roll Out - Lonely Planet Timing ▪ Jan – March 2018 (option for Sept expansion) Target Audiences ▪ DINKs, young adventurous travelers and active / cultural interested travelers Objectives ▪ Promote Hawai‘i as a Lonely Planet recommended destination ▪ Drive sales through special offers/packages provided by the tour operator #GTSHAWAII 22
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