June 2018 Agenda HBT funding and HBRC What are the stats telling - - PowerPoint PPT Presentation

Hawke’s Bay Tourism Update June 2018

Agenda

• HBT funding and HBRC
• What are the stats telling us?
• Marketing activity
• Seasonal campaigns plus partnerships
• Website update
• What’s next?

Funding changes

HBT Budget

• $1.52m 2018/2019
• $1.52m 2019/2020
• $1.52m 2020/2021

Subsequent funding levels to be reviewed through the 2021-2031 Long Term Plan process.

Resolutions

• Adjust the rating split to become more

weighted to the commercial sector.

• HBRC requests that HBT examine levels of accommodation in private homes to differentiate

rating levels for accommodation providers based on occupancy rates.

• Requests that HBRC staff work with HB Tourism to investigate the possibility of introducing a

bed tax via enabling legislation to support the activities of HB Tourism.

• Invites HBT to better support Māori tourism in Hawke’s Bay.
• Encourages HBT to actively promote the Living Wage amongst its members.

So, what are the stats telling us?

Latest stats year end April 18

Hawke’s Bay ay

$6 $632 32m m

visitor spend

+ 4 4%

8% 8% GDP

Ove verall ll nigh ghts s spent nt in Hawke’s Bay

• 0.5%

5%

Comme mmerc rcial al Acco commodatio mmodation n +1% +1%

1.4 .474m nigh ghts

Privat ate e Household sehold stays ys

• 1%

1%

2.9 .944 m nigh ghts ts

Seasonal Growth

Over r three ee year ars s - Summe mmer r + 6 % Autumn umn +14% +14% Winter er +29% +29% Spri ring ng +28% +28%

CAM stats only

• 50,000.00

100,000.00 150,000.00 200,000.00 250,000.00 300,000.00 350,000.00 400,000.00 450,000.00 500,000.00 2015 2016 2017 2018 Summer Autumn Winter Spring Linear (Autumn) Linear (Winter) Linear (Spring)

2017 7 vs. 2018 Summe mmer r

• 3 %

Autumn umn +8% +8% Winter er +9% +9% Spri ring ng +10% +10%

CAM stats only

Air DNA

• 500,000

1,000,000 1,500,000 2,000,000 2,500,000

Air BnB Revenue June 2016 – May 2018 - Napier and Hastings

Total Monthly Revenue

Air BnB

100 200 300 400 500 600

BOOKED PROPERTIES – NAPIER AND HASTINGS

What have we been doing?

Campaign activity

• Autumn campaign concluded in mid May
• MiNDFOOD partnership
• Winter F.A.W.C! campaign ran throughout April and May
• Winter campaign commenced early June
• Tourism NZ-led North Island Touring Campaign commenced 18 June –

focusing on Spring travel

• Significant investment – substantial presence in a premium publication

targeting our ideal visitor

• 11 consecutive pages of Hawke’s Bay content in total – includes advertising

support from several members

• Bonus digital material on mindfood.com and social media reach
• Covered off Winter F.A.W.C!, experiences, accommodation, dining
• High quality editorial and imagery has ongoing use throughout our channels

MiNDFOOD partnership

Winter campaign

• Lots of video – Facebook, Instagram, TVNZ, YouTube
• Digital banners – targeted to regions and behavioural (i.e. travellers)
• Native advertising – ‘suggested reads’ plus ‘sponsored articles’
• Social – link posts on Facebook, using our editorial to create interest
• Billboard near Wellington Airport
• All focused on pushing people to hawkes

wkesbaynz baynz.com/winter .com/winter

Media schedule

Winter Indulgence

City Escape

Country to Coast

• Collaborative campaign with 8 other RTOs, led by Tourism New Zealand
• Targeting Australians living on Eastern Sea Board
• Promotes four road trip itineraries, including Pacific Coast Highway
• Extensive media buy – mid June to end August: $1.5million
• Supported by trade and PR campaigns
• HBT investment of $25k

North Island Touring campaign

• Investment in developing a strategy for producing website content that

aligns with our target audience needs.

• CONTE

TENT NT THEM EMES ES

• CONTE

TENT NT FORMATS RMATS

• TONE

E OF VOICE ICE

• Lives on website, but aggressively pushed through owned and paid channels

Content is king

Hot tips for visitors

• We need your intel – lots of it.
• What’s new or noteworthy? What’s in season? What have you discovered?
• Doesn’t matter how big or small, we want to hear about it all.
• Send it to our content editor, Lucy Damen
• lucyd@hawkesbaytourism.co.nz
• 021 440 782

www.hawkesbaynz.com

Key website stats

• April / May / June = website traffic + 29%

% YOY

• Key markets
• Auckland up 30%
• New Plymouth down 12%
• Hamilton up 40%
• Palmerston North up 30%
• Tauranga/Rotorua up 12%
• Wellington up 99%
• Taupo up 43%
• Christchurch down 26%
• International flat (Australia & UK down, US & Canada up)

Make the most of your listing

• Quality photos – absolutely critical
• Make use of all available fields
• Review content each season
• Load your Hot Deals for extra profile
• You can link events to your listing

The Hawke’s Bay Playlist

https://www.hawkesbaynz.com/playlist/playall

Hawke’s Bay Playlists

• Have you created a Playlist for your

business?

• Send to guests prior to arrival.
• Add events to show them what’s on

when they are visiting.

Trade Marketing

Trade Activity

• RTO Inbound

bound Operat ator

• r & Touri

rism sm NZ Training ning

• Explore

plore Auckland ckland – 11 Operators attended VIDEO

• TRENZ

ENZ Dunedi nedin n – 10 Operators to attend

• MEETI

ETINGS NGS Auck ckland land – HBT, NCC, Nimons

• TNZ

Z Roadt adtrip rips Campaign mpaign Austra trali lia a – Brisbane/M bane/Mel elbour bourne ne/ / Sydney ydney

• Log on to the operator database
• Click “register for Explore”
• Choose your offer
• Set conditions
• Save and submit for approval

The Explore programme supports international travel trade and media visiting on independent trips.

What’s next?

• Busine

ness Cont ntinui nuity ty Plannin nning g – 25 July Civil Defence and Business Central

• Social

cial Medi dia a and Marketi keting ng Strat ategies egies – 7 August Tomahawk

• Revenue Management and Working with OTA’s – 14/15 August

Booking.com

• How to work with China?

na?- August 22 or 29 Latipay and NZ Translation Centre

Winter Workshop dates

Hawke’s Bay Tourism Awards

• Four categories: Accommodation, Visitor Experience, Essence of

Hawke’s Bay, Culture & Heritage

• First round submissions open now – close Wednesday 4 July

ly

• Finalists announced Monday 9 July
• Finalists’ full submissions due 30 July; meet with judges 6-17 August
• Awar

ards ds evenin vening Wedne ednesday day 5 Se Septem ptembe ber at at Bla lack ck Bar arn n Vineya neyards rds

Events coming up

• Winter DECO Weekend

13-15 July

• Tourism Export Council (TECNZ) Conference

8-9 August

• HB Tourism Awards

5 September

• CHB Spring Fling

September - October

• HB Arts Festival

15-28 October

• Summer F.A.W.C!

2-11 November

• F.A.W.C! Day Out

3 November

• Hospice Holly

8-10 November

• Hawke’s Bay Wine Auction

10 November

Hawke’s Bay Tourism Visitor Plan 2018 - 2021

• A revised visitor plan for Hawke’s Bay
• Destinat

estination ion Marketing keting and Des esti tination tion Manage gement ment

• We want

nt your r feedba eedback ck

Thank you for all your support!