Hawai ‘ i Tourism Korea Irene Lee Liz You Korea Country Director Director of PR & Marketing Hawai ‘ i Tourism Korea Hawai ‘ i Tourism Korea ilee@aviareps.com lyou@aviareps.com #GTSHAWAII
Session overview Korea market trends 2018 key strategy 2018 leisure programs 2018 MCI programs Q&A #GTSHAWAII
Korea market trends #GTSHAWAII
Korea political updates Frosty relationship Strengthening between US – Korea partnerships Korea - China Highest approval rate in history #GTSHAWAII 5
Korean economy snapshot KRW 1,160.5 (2016) $0 Continued Growth ▼ (Aug 2017) 3% KRW 1,133.87 (Aug 2017) Exchange Rate Fuel Surcharge Economic Growth #GTSHAWAII 6
Korean economy snapshot 2,429 points 7% 14% (Jul 2017) (1H 2017) (Jul 2017) Exports Growth Rate Air Traffic Growth Stock Market #GTSHAWAII 7
Korean outbound trips Total Korean outbound trips exceeded 22 million in 2016 20% growth to 26 million trips forecasted 18.7% growth in 1H 2017 Month Departures Growth (%) January 2017 2,343,048 10.9% (million) Korean Outbound Travelers February 2017 2,231,269 18.9% 25 March 2017 1,940,542 23.7% 20 April 2017 1,493,816 -8.7% 15 May 2017 2,003,834 21.0% 10 June 2017 2,098,126 18.0% 5 Total 8,008,675 18.7% 0 2011 2012 2013 2014 2015 2016 #GTSHAWAII 8
2018 Airlifts forecasts KOREAN AIR JIN AIR Korean Air operates two daily flights to HNL, Jin Air will suspend flights (LJ601) from Mar 16 – Jun 16, 2018 for aircraft maintenance and charter flights during holidays (KE053) & winter peak season (KE051) check ASIANA AIRLINES HAWAIIAN AIRLINES Asiana Airlines will operate its daily flights Hawaiian Airlines will introduce new aircraft (OZ232) in 2018 for HA460 from Nov 2017, which has 16 fewer air seats Total Air seats in 2017 Total Air seats in 2018 516,116 Air Seats 483,139 Air Seats (32,977 seat increase, 7% YOY) #GTSHAWAII 9
2018 Key dates 9 – 25 Feb 13 June Pyeongchang Winter Olympics Korea Regional Election 2018 May & Sept 22 Jul – 5 Aug 15 Public Holidays Summer Peak Season (Excluding Sat/Sunday) #GTSHAWAII 10
2018 Key Strategy #GTSHAWAII
Core target markets • Affluent families Family Family • Kids' English • Education market • Luxury honeymoon • Couples' travel Romance Romance • Babymooners • Vow renewals • FIT travel • Customized travel FIT Individual • Gourmet tours • Girls' getaways #GTSHAWAII 12
Niche target markets • Adventure: Hiking, surfing, diving, exploring Singles • Shopping: Luxury goods to craft products • History/Culture: A rich heritage and a culture Education • World class English Education • Golf: in comparable settings, year-round play Mature • Cuisine: Authentic food and local cuisine #GTSHAWAII 13
2018 Key Leisure Programs #GTSHAWAII
Multi-islands visit promotion Island of Hawai ‘ i #GTSHAWAII 15
Sustainable tourism ‘ #GTSHAWAII 16
Hawai‘i -Politan promotion #GTSHAWAII 17
Active seniors marketing program #GTSHAWAII 18
Trade shows participation J u n e S e p t e m b e r N o v e m b e r Hana Tour Busan International Travel Mode Tour International International Travel Show Fair Travel Show #GTSHAWAII 19
TV filming projects #GTSHAWAII 20
2018 Aloha media day #GTSHAWAII 21
Hawai‘i tourism ambassador for Korea #GTSHAWAII 22
K Pop promotion #GTSHAWAII 23
K Pop concert in 2018 #GTSHAWAII 24
Tier 1 media visits #GTSHAWAII 25
Celebrity digital influencers visits #Alohaeverywhere #Hawaii Travel #Share_your_hawaii #GTSHAWAII 26
Hawai‘i culture promotion #GTSHAWAII 27
2018 Key MCI Programs #GTSHAWAII
2018 Meet Hawai‘i incentive program Incentivize travel agencies who bring group travel to Hawai‘i Provide incentives to two levels (small & large groups) Categories No. of pax Supporting Items • Travel brochures Level 1 • 21~60 pax Giveaways (Small group) • Luggage transfer service • Travel brochures Level 2 • 61~1,000 pax Giveaways (Large group) • Welcome leisure #GTSHAWAII 29
Meet Hawai‘i VIP event in Busan, Korea #GTSHAWAII 30
Experience Aloha Business Exchange FAM #GTSHAWAII 31
Hawai‘i convention center promotion #GTSHAWAII 32
Questions? Irene Lee Liz You Korea Country Director Director of PR & Marketing Hawai ‘ i Tourism Korea Hawai ‘ i Tourism Korea ilee@aviareps.com lyou@aviareps.com #GTSHAWAII
Mahalo! #GTSHAWAII 34
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