Hawaii Tourism Europe Market Update Amanda Hills Alex Perez CEO - - PowerPoint PPT Presentation

Hawai‘i Tourism Europe

Market Update

Amanda Hills

CEO Hawai‘i Tourism Europe amandah@hillsbalfour.com

Alex Perez

Sales & Marketing Manager Hawai‘i Tourism Europe alexp@hillsbalfour.com

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Your Europe Team

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Your Hawai‘i Tourism Europe Team

Amanda Hills CEO Niamh Walsh Sales & Marketing Manager Jonathan Sloan MD Rosina Williams Sales & Marketing Director Alex Perez Sales & Marketing Manager Amy Scott PR Director Emma Morgan Sales & Marketing Executive Jasmine Rushton Senior PR Manager Libby Allan Senior PR Executive

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Your Hawai‘i Tourism Europe Team

Ralf Lieb MD, German Office Katharina Dorr Sales & Marketing Manager, German Office Sabrina Hasenbein PR Manager, German Office Lindsey Thorpe MCI European Manager Annabelle Michaux Director, France Office

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Market Intelligence

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European Market Update

UK is the largest market for vacation visitors to the US, with an anticipated 3,281,000 travellers by 2020 UK economy will grow by 1.7% this year and a further 1.5% in 2018 (IMF) German economy will grow by 1.5% this year and a further 1.8% in 2018 (Reuters) In 2016, the German

• utbound travel

market grew to a total spending of €86 billion for leisure trips European bookings to Hawai‘i are made very early, 12-18 months prior to their trip ‘Culture’ and authenticity are one the most important reasons for visiting a destination for European travellers Long haul travel from France grew by +12% in the first quarter of 2017

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European Travel Environment

 Europeans are staying longer and spending more  Value for money is key  Safety and security  Exchange rate  Authentic experiences

In 2016, trips of +16 nights grew at a higher rate than trips of 1-7 nights

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European Current Travel Trends

 Long haul holidays  Intrepid over 55s  Bespoke tours  Active holidays  Sharing economy

Increasing demand for active and adventurous holidays

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European Future Travel Trends

 Peer to peer businesses and authentic experiences  Experientialism and personalization  Rewards by social media  Continuation of last minute living  Growth in technology

The YOUniverse

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The European Opportunity

Good infrastructure and inter-island connection Safety and security Product diversity Accessibility and good airlift Consumers want experiences Attractive destination for trade – complex and high value Increase in twin and multi center holidays

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2018 Strategy

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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…

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Our Approach

 Short term

▪ Trade and consumer awareness levels ▪ Safety and security ▪ Airlift and accessibility

 Objectives

▪ Increase awareness of unique experiences ▪ Leverage destination awareness through cultural events ▪ Consumer engagement through PR, broadcast and

digital content

Focus on breadth and depth of Hawai‘i as the hero message

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Leisure Activity

STAFFING EDUCATION TRADE CONSUMER PR DIGITAL/SOCIAL

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Increasing Business

 Targeting new tour operators not featuring

Hawai‘i

 Huge interest from luxury tour operators – re-

writing programs to include Hawai‘i

 Targeting niche tour operators  Educating established tour operators on special

interest and themed packages (hiking, culture, movie related, events, sports)

13 new tour

• perators

featuring Hawai‘i this year

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Representing the Islands

 Agent online training program  Sales agent training  MCI training and presentations  Fam and press trips  Trade newsletters and press releases  Pitching story ideas to media  Marketing campaigns  Social media activations

HTE fam trips to all four major Hawaiian Islands

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2018 Campaign Ideas

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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.

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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

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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

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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