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 Ove verall ll nigh ghts s spent nt in Hawke’s Bay -0.5% 5% $632 $6 32m m Hawke’s 8% GDP 8% visitor spend Bay ay Comme mmerc rcial al + 4 4% 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 - 500,000.00 Summe mmer r + 6 % 450,000.00 Autumn umn +14% +14% 400,000.00 Winter er +29% +29% 350,000.00 Spri ring ng +28% +28% 300,000.00 CAM stats only 250,000.00 2017 7 vs. 2018 200,000.00 Summe mmer r -3 % 150,000.00 Autumn umn +8% +8% Winter er +9% +9% 100,000.00 Spri ring ng +10% +10% 50,000.00 - CAM stats only 2015 2016 2017 2018 Summer Autumn Winter Spring Linear (Autumn) Linear (Winter) Linear (Spring)
Air DNA Air BnB Revenue June 2016 – May 2018 - Napier and Hastings 2,500,000 2,000,000 1,500,000 1,000,000 500,000 - Total Monthly Revenue
Air BnB BOOKED PROPERTIES – NAPIER AND HASTINGS 600 500 400 300 200 100 0
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
MiNDFOOD partnership 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 •
Winter campaign
Media schedule 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 •
Winter Indulgence
City Escape
Country to Coast
North Island Touring campaign 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 •
Content is king 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 •
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 or & 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
The Explore programme supports international travel trade and media visiting on independent trips. • Log on to the operator database • Click “register for Explore” • Choose your offer • Set conditions • Save and submit for approval
What’s next?
Winter Workshop dates • 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
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!
Recommend
More recommend
