Welcome Destination Queenstown Members Update June 2017 Todays - - PowerPoint PPT Presentation

Welcome

Destination Queenstown Members Update

June 2017

Today’s agenda

• Welcome
• Queenstown Airport – Colin Keel
• Tourism Industry Aotearoa – Chris Roberts
• Destination Update – Graham Budd
• Winter Marketing Campaign – Diana Mendes
• Winter Festival Overview – Lisa Buckingham

Winter Outlook 2017

Evening flights full steam ahead

• Qantas and Virgin Australia ready to
• perate after-dark services
• All 4 airlines flying after-dark for

peak winter season

• Spreads the flight schedule/peaks
• More travel options, better connections
• Enables commuter opportunities

Winter outlook summary

Peak winter schedule from 22 June Overall capacity 14% up on last winter Domestic +15%, International +10%

International passenger profile – 12 months to April 2017

Summary:

• Higher proportion of passengers who are young, Australian and on holiday

than other NZ airports

• 67% of passengers on international flights are Australian
• 48% are under 35 years old
• 90% are on holiday or visiting friends or relatives
• 28% of ZQN passengers arrive on direct international flights

International passenger profile

Seasonality:

• Australian pax peak in winter
• 79% trans-Tasman pax Australian, 49% under 35
• NZers more evenly spread through year, peak in

school holidays

• Other nationalities peak in summer
• Younger pax peak in winter, especially 15-35 years
• Passengers >55 years peak in summer and autumn

International passenger profile – top 5 markets

• Australia: 67% of pax, +13%. Peak in winter.

Half under 35 years old

• New Zealand: 10% of pax, +11%.

Peak in school holidays

• USA: 6% of pax, +21%. Peak in summer
• UK: 3% of pax, +23%. Peak in summer
• China: 3% of pax, +1%.

Peak at Chinese New Year (Jan/Feb)

Domestic passengers last 12 months

• 1.3m pax on domestic flights
• +16% on previous 12 months
• Strong capacity growth on AKL route
• NB: ~70% international visitors arrive on

domestic flights

• Domestic pax peak Christmas/early Jan
• Inbound/outbound affected by holidays

and events either in Queenstown or elsewhere

Easter Adele Marathon

Gearing up for winter operations

• Grooved runway, final stage of $20m airfield upgrade
• New de-icing for runway, footpaths
• New runway sweeper

clears 230,00sqm per hour (our runway is 85,000sqm)

• ‘Helga’ then disperses snow

(2,700 tonnes per hour)

• New vehicle to de-ice aircraft at

gate rather than towing to taxiway

• People power, snow clearing vehicle fleet, contractors on call

Car parking and traffic flow improvements for winter

Summary

• Passenger numbers +38% in the last 3 years
• Strong community growth across the region
• Public car parking +70% by Dec 2017
• $4.6m infrastructure investment in 18 months
• More technology and more choices e.g.

Tap‘n’Go

Car parking and traffic flow improvements for winter

At the terminal

• New roundabout, reduce congestion 40%
• Dedicated coach park
• Free 2-min public drop-off lanes reinstated
• Free 20-min express pick-up/drop-off
• $4 parking 21-40 mins
• Terminal Car Park A and B, 450 spaces
• $25 day parking, $100 a week

Car parking and traffic flow improvements for winter

Park and Ride Trial – Brookes Rd behind Mitre 10

• Timed with Stage 1 Hawthorne Dr and removal of SH6 parking
• 150 spaces, 300 by end of year
• Suited to 2+ days
• Pay to park, free to ride
• Shuttle initially every ½ hour
• Average $10 a day, $70 a week
• We want your feedback

Master Plan 2045

• Long term plan over 30 years
• 3 snapshots at 2025, 2035 and 2045
• Robust demand forecasting
• Clean sheet approach
• Detailed scenarios for aeronautical, terminal and landside development
• Integrate with district planning and community needs
• Broad stakeholder and community engagement

Airport evolution

Past

Wonderful and inspiring pioneering aviation heritage

Present

Tension of frontier flying/living with planning, growth & regulation

Future

Sustainable balance between tourism development and local lifestyles in our region Our master plan needs to keep the Southern lakes region connected with the world Airstrip Airfield Airport Aerohub? Aeronet?

How do we sustain growth?

Airline and airport capacity responding Technology changing the way we interact Growing visitor numbers and changing mix Destination infrastructure reaching capacity

• Customer experience
• Regional prosperity
• Community support
• Environmental balance

Guiding principles

SUSTAINABLE

Support a safe, commercially-focused, environmentally-conscious and community-orientated business

ADAPTABLE

Allow for staged growth and innovative solutions aligned to visitor and community needs

AFFORDABLE

Recognise the economic challenges and opportunities associated with growth

MEMORABLE

Provide our visitors with an exceptional service experience representing the best of the region and a sense of place

Potential growth forecast

0.6 1.5 3.2 6.0 7.1 1 2 3 4 5 6 7 8 2005 2015 2025 2035 2045

Passengers (millions)

Key considerations

LOOK? FEEL? SOUND? COST?

For customers & visitors For airport stakeholders For shareholders For local communities For wider region and nation

Help us shape tomorrow

Help us shape tomorrow

• Community discussions July - September
• Questions to consider for the airport and region:

– What number of passengers could we facilitate at the existing airport? – How could we grow our capacity at Queenstown Airport? – What’s the environmental and community impact of these demand forecasts? – What are our options for providing capacity elsewhere? – What demand can the region accommodate and what demand does it want to accommodate?

Chris Roberts – Chief Executive

THE VOICE OF NEW ZEALAND’S TOURISM INDUSTRY

Tourism for Tomorrow

Chris Roberts TIA

Productivity Visitor Experience Connectivity Target for Value Insight

NZ tourism by the numbers

• Tourism Spend 2016:

– Annual total NZ$34.7b, up 12.2% – Domestic NZ$20.2b, up 7.4% – International NZ$14.5b, up 19.6%

• Record arrival numbers:

– 3.5m in 2016, up 12%

• 332,000 people directly or indirectly employed in tourism, 1 job in 8
• Largest Export Earner - NZ$2b a year more than dairy

(No. 1 for 15 of the past 20 years)

Tourism = almost half of total NZ export growth since 2012

Source: MBIE

The GST Dividend

2014: $50m 2015: $200m 2016: $400m 2017: $400m+ Well over $1b in additional government revenue from

• verseas visitors in just 4

years

$0 $200 $400 $600 $800 $1,000 $1,200 $1,400 $1,600 2013 2014 2015 2016 2017

GST from International Visitors

GST previous level GST actual

• Poly. (GST actual)

Millions

The Big Issues

• Infrastructure
• People and Skills
• Regional Dispersal
• Seasonality
• Social Licence
• Funding

A Sustainable Tourism Future

ENTRIES CLOSE FRIDAY 16 JUNE SUBMISSIONS DUE 20 JUNE

Celebrating outstanding performance across three individual and eight business categories Air New Zealand Supreme Tourism Award winner receives $10,000 worth of international air travel

www.nztourismawards.org.nz 2017 Awards Dinner

7 September, at the Air Force Museum, Christchurch

tia.org.nz

Vis isitor data

CAM April Month 2017

CAM year end April 2017

Commercial Accommodation Monitor

Annual Guest Nig ights

20,000 40,000 60,000 80,000 100,000 120,000 140,000 160,000 180,000

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

91% 77% 74% 86% 83% 82% 81% 65% 60% 85% 88% 92%

Monthly guests

Queenstown Hotel occupancy 2016

80%

• 36 Hotels
• Monthly ave. capacity

= 191,625

• Annual capacity

= 2,299,500

10,000 20,000 30,000 40,000 50,000 60,000 70,000 80,000

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

81% 63% 55% 73% 72% 70% 72% 39% 40% 70% 75% 81%

Monthly guests

Queenstown Motel occupancy 2016

66%

• 55 Motels
• Monthly ave. capacity

= 85,167

• Annual capacity

= 1,022,000

10,000 20,000 30,000 40,000 50,000 60,000 70,000

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

85% 56% 58% 78% 74% 82% 69% 65% 70% 79% 84% 88%

Monthly guests

Queenstown Backpacker occupancy 2016

74%

• 22 Backpackers
• Monthly ave. capacity

= 72,088

• Annual capacity

= 865,000

Total annual spend YE April 17

$2,113m +6.6%

Domestic spend Y/E

/E April il 2017

$683m + 3.1%

In International spend Y/E

/E Apri ril l 2017

$1,430m +8.3%

Australia y/e April 2017

$475m +12%

Chin ina y/e April 2017

$208m

• 10%

Chin ina – Tour package prices

Chin ina – FIT package pric ices

USA y/e April 2017

$208m +18%

Rest of Asia y/e April 2017

$158m +14%

UK y/e April 2017

$100m +3%

Business Plan 2017/18 approved

QCB Pla lan

• Position as preferred C&I destination
• Grow market share - domestic and

Australia

• Association business strategy
• Focused targeting and business

development

• Establish measurable and relevant KPI’s
• Invest in CRM and sales support system
• Skills and resources

QCB Update

• Business Plan approved
• Increase investment + 50%
• Investment in Sales & CRM system
• TNZ strategic planning completed
• Event Planner/product directory
• AMWAY 2018
• Famil programme – Pre MEETINGS
• Lead management
• Hosted famils & site inspections
• Events for 2017/18 confirmed
• MEETINGS
• Get Global
• Convene South
• CIBTM
• IMEX
• AIME
• CINZ Conference
• PCO Assoc. Conference
• Australia/Queenstown week
• TNZ Bureaux Aust roadshow
• 2018 Domestic famil

MEETINGS In Insights

• Strong demand remains
• 40 of 90 Australian buyers wanted ZQN famil
• 8 buyers and 1 media hosted
• Leads for 2018/19 and 2020
• Australia
• 71% PCO and 29% corporate/associations
• 68% new companies
• NZ/ROW
• 56% PCO’s and 44% corporate/associations
• Convention Centre enquiries??
• Highly desired – huge demand remains
• Off-site 300+ capacity dinner venues
• Hotel capacity constraints
• Pricing
• New international 5 star hotels desired

TRENZ Auckland May 10 -12

12

TRENZ In Insights

• Accommodation
• Availability & pricing
• New hotel capacity
• Alternative options sought
• Regional displacement
• Reducing average length of stay
• Less time & budget for activities
• Interest in biking & trails

Queenstown Australia week

• Replacing Australian road show in 2017
• October 29th to November 2nd
• Bringing Australia to Queenstown
• Hosted C&I buyers
• Trade buyers/influencers
• Member exhibition/meeting appointment events
• Famils/site inspections
• Australian market trends and insights programme
• Workshops
• Presentations
• Details and Expressions of Interest

Queenstown……..Tasmania

Win inter Marketing Campaign Our Town. Your Town. Queenstown.

Winter Digital Campaign

Objectives

• Continue to build Queenstown’s position as the leading winter ski holiday

destination in the Southern Hemisphere

• Grow number of Australian ski visitors against 2016 as measured by IVS
• Educate and inspire travel to Queenstown for a ski holiday

Target Audience

• 20-45yrs
• Sydney, Melbourne, Brisbane & Gold Coast
• Skiers and snowboarders of all ability levels

Winter Digital Campaign

Key messages

• True Alpine destination in the heart of the Southern Alps
• Easily accessible with international airport and direct flights from Australia
• Choice of four ski fields with varied terrain plus backcountry, the closest one just 20

minutes away

• Cosmopolitan destination with vibrant après ski, renowned activities and restaurants
• Range of quality accommodation within short drive of ski fields

Strategy

• Utilise real visitor experiences to inspire travellers
• Leverage 100,000+ images and 5,000+ videos shared by visitors in winter 2016

Winter Digital Campaign

Concept Our town. Your town. Queenstown. Campaign structure

• 4 x Video assets
• Retargeted Link ads with further information

Winter Digital Campaign

Lisa Buckingham – Festival Director

Queenstown Winter F Queenstown Winter Festival estival

Queenstown Win inter Festiv ival Sponsors 2017

Key ey Spon Sponsors Fes estival l Su Supp pporters rs Medi edia Par artn tners rs

• Aspen Hotel Queenstown
• Azur Lodge
• Blue Peaks Apartments
• Blue Peaks Lodge
• Copthorne Queenstown Lakefront
• Copthorne Queenstown Lakeview
• Crowne Plaza
• Heartland Hotel
• Heritage Queenstown
• Hilton Queenstown Resort & Spa
• Mercure Queenstown Resort
• Hotel St Moritz

Queenstown Win inter Festiv ival Accommodatio ion Partners 2017

• Millbrook Resort
• Novotel Queenstown Lakeside
• Nugget Point Hotel
• Oaks Shores Resorts
• Peppers Beacon
• Queenstown Park Boutique Hotel
• Ramada Queenstown
• The Rees Hotel & Luxury Apartments
• Relax It’s Done
• Rydges Lakeland Resort Queenstown
• Scenic Suites Queenstown
• Sofitel Queenstown Hotel & Spa

Mark rketing so fa far . . .

• New Website
• Radio
• Print
• Online
• Partner Promotions
• eDM to Databases
• Out of Home
• Travel Trade

2017 Fest stiv ival Hub

Earnslaw Park will be the Festival Hub from 12pm – 9pm for four days

• Main Stage entertainment
• Atomic Coffee Pop Up
• Festival Info Tent
• Festival Hub Bar

2017 Queenstown Vil Villa lage Rin ink

The Village Green will be transformed into the Queenstown Village Rink from Thursday 22 June until Sunday 2 July

Day One: Thursday 22 Ju June

Event/Activation Location Anika Moa – Songs for Bubbas Qtown Memorial Centre QRC Hospo Race Earnslaw Park Monteith’s Dog Derby & Barking Coronet Peak & Earnslaw Park Queenstown Winter Festival Welcome Queenstown Bay/Earnslaw Park Winter Festival Frankton Arm Cruise TSS Earnslaw Gibbston Valley Wine & Cheese Tasting The Winery SKYCITY Quiz SKYCITY Comedy Night Qtown Memorial Centre

Day Two: Fri riday 23 Ju June

Event/Activation Location NZSki Business Lunch Skyline Olympus Queenstown Winter Meet Lake Hayes Pavilion Old Mout Dodgeball Championships Queenstown Bay Real Journeys Friday Night Party & Fireworks Earnslaw Park Olympus Fireworks & Light Painting Workshop Earnslaw Park SKYCITY Stampede Ice Hockey Qtown Ice Arena Comedy Night – Friday Qtown Memorial Centre

Day Three: Satu turday 24 Ju June

Event/Activation Location iHeart Radio Day on the Bay

• Mitre 10 MEGA Raft Race
• Vincent Holdings Jet Sprints
• JUCY Undy 500
• The Hits 90.4 Birdman

Queenstown Bay Macpac Mountain Bikes on Snow The Remarkables Creative Qtown Arts & Crafts Markets Queenstown Bay Saturday Sounds from the Locals incl Burgers & Beers Earnslaw Park Winter Festival Frankton Arm Cruise TSS Earnslaw SKYCITY Ball – Shanghai Nights Qtown Memorial Centre Coronet Peak Opening of Night Ski

• Auckland Airport Suitcase Race
• Olympus Bobsled Championships

Coronet Peak PechaKucha powered by Macpac The Heritage SKYCITY Stampede Ice Hockey Queenstown Ice Arena

Day Four: Sunday 25 Ju June

Event/Activation Location Macpac Skin to the Summit Coronet Peak Doubles Disc Golf Tournament Queenstown Gardens NRG Queenstown Duck Race Village Green Winter Festival Frankton Arm Cruise TSS Earnslaw Auckland Airport Carnival Beach Street & Earnslaw Park

2017 Apres Ski ki & Din inin ing Programme

Event/Activation Location Botswana Butchery Luxury Lunch Botswana Butchery Moet Champagne on Ice Below Zero Ice Bar Skyline Night Bungy The Ledge Bungy/Skyline Taj Indian Winter Meal The Taj Indian Kitchen The Winter Feast by the Pop Up Chef Wakatipu Rugby Club The Great Coalfire Rib Eating Race Coalfire Whisky Masterclass Ballarat Trading Co. Glow in the Foam Party Vinyl Underground Eichardt’s & Gibbston Valley Winter Winemaker Dinner The Grille by Eichardt’s

2017 Shoppin ing Bo Bonanza

How els lse can you get t in involv lved in in Fest stival?

• Festival Event Participation:
• Old Mout Dodgeball team
• The Hits 90.4 Birdman entry
• Mitre 10 Mega Raft Race
• QRC Hospo Race
• Auckland Airport Suitcase Race
• Olympus Dodgeball Champs
• Buy tickets
• Share our stories

#Win interS rStartsHere #QTWinterF rFest

THA THANK NK YOU YOU!

Thank you