2018 market outlook & activity - oceania · social media incorporated in all major campaigns...
TRANSCRIPT
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2018 Market Outlook & Activity - Oceania
Darragh Walshe New Zealand Manager Hawai‘i Tourism Oceania [email protected]
Kerri Anderson Australia Manager Hawai‘i Tourism Oceania [email protected]
#GTS2017
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2 #GTS2017
Our Team Australia
New Zealand
Hawai‘i
• Darragh Megan Rhiannon
• Kerri Charis Alicia Holly Kristen
• Chris
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The Market The Sizzle The Future
Session overview Hawai‘i Tourism Oceania
#GTA2017
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4 #GTS2017
Oceania Market – part of the visitor fabric
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5 #GTS2017
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6 #GTS2017
Oceania Market – 1 in 7 International Visitors
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7 #GTS2017
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8 #GTS2017
Oceania
0
10,000
20,000
30,000
40,000
50,000
60,000
Monthly Arrivals
Arrivals by last 12 months
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Total arrivals 396,000 Great market for Shoulder
Annual Arrivals
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9 #GTS2017
YTD Arrivals - Oceania
Neighbour Island Growing Jan-Jul 2017 Up 1.1% 31.1% visit a NI !
34,381 +14.9%
40,891 -2.2%
208,265 -1.0%
18,209 +4.2%
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10 #GTS2017
Australia
0
50000
100000
150000
200000
250000
Jan-Jun Visitors Jan-Jun Airlift
Arrivals v Airlift
2016 2017
-3.0%
-12.7% Expenditure $384 mil +2.5% PPD Spend $270 +4.6% LOS 9.45 days +1.1% Arrivals pace ahead of airlift
YTD Arrivals
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11 #GTS2017
New Zealand
0
10000
20000
30000
40000
50000
60000
Jan-Jun Visitors Jan-Jun Airlift
Arrivals v Airlift
2016 2017
+3.8% Expenditure $68 mil +17.9% PPD Spend $261 +11.9% LOS 9.66 days -0.9% Arrivals pace ahead of airlift
YTD Arrivals
+6.3%
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12 #GTS2017
Airlift News to Celebrate !!
Air New Zealand to begin daily service March 2018
Hawaiian Airlines also to increase frequency to up to 5 flights per week
Total new seats in the market 75,000 +
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13 #GTS2017
25% OTHER FAMILY OR FAMILY &
FRIENDS
26.7% FAMILY WITH
CHILDREN
30.7% AS A COUPLE
• Tend to be older (35-64 years of age) • 34% stayed at a 4 star hotel/resort (down 5%) • 28% stayed at a 5 star resort/hotel (down 6%)
)
Source: Roy Morgan Holiday Tracking Survey Jan-Dec 16
Who’s visiting Hawai’i?
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14 #GTS2017
How do we book?
65% use a travel agent
32% book direct
42% book through an
airline 21.6% book with an OTA
Source: Roy Morgan Holiday Tracking Survey, January 05 – December 15
Source: Roy Morgan Holiday Tracking Survey Jan-Dec 16
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15 #GTS2017
Aussies – want to visit but don’t
Too expensive to get there
(airfares) – 47%
Too expensive to stay there (accom) –34%
Poor exchange rate - 24%
Why don’t we visit?
Kiwis – want to visit but don’t
Too expensive to get there (airfares) – 35%
Too expensive to stay there (accom) – 29%
I don’t know enough about Hawai’i to make a decision – 24%
Roy Morgan Research
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16 #GTS2017
Oceania Market Environment – Exchange Rate
AUD settled after falls Currently 80 cents Represents 23% below peak Forecast …
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17 #GTS2017
Oceania Market Environment – Exchange Rate
NZD also settled Currently 72 cents Represents 17% below peak Forecast to maintain similar level
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18 #GTS2017
Roy Morgan
Australia Multiple visits within 3
years
Market Research
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19 #GTS2017
Roy Morgan
New Zealand Multiple visits within 3
years
Market Research
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20 #GTS2017
Whose recommendation has the most impact - Australia?
20
Friends and family 70%
Online reviews 45%
TV coverage 55%
Roy Morgan Research
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21 #GTS2017
What do Aussies think of Hawai’i?
21
Unique natural scenery
58%
Welcoming locals 48%
Offers a value for money holiday
15%
Great place to relax and unwind
47%
Cultural heritage 47%
Lots to do 38%
Roy Morgan Research
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22 #GTS2017
Trends
Growth of home based travel agents
Multiple holidays Short Breaks
Audiences more narrow and targeted in
where and how they consumer information
Closed user groups
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What to expect from us
#GTA2017
View online: https://youtu.be/YN6QMaL5hPs
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2018 Marketing Highlights
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25 #GTS2017
2018 Strategies
“Always on” fully integrated marketing approach across all channels Consumer Trade PR / Promotions Social & Online
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26 #GTS2017
Consumer Strategies
Targeted activity – serving our audiences the content they want **NEW - Edutourism ** NEW Gen Y & Millennial ** NEW Short Break Bringing Hawai’i to Australia Partners Sports
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27 #GTS2017
Trade Strategies
Trade Education Strategy Training Incentives Famils Events and updates
**NEW Hawai‘i Rewards Programme
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28 #GTS2017
Trade Strategies
Air Access Strategy Maintaining Capacity Supporting Route Growth Encourage Shoulder Season Growth
Co-Op Strategy
Co-Op partners for all major campaigns “New Partners”
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29 #GTS2017
PR, Promotions & Communication Strategies
Major TV opportunities “Bread and butter” PR activities “Only in Hawai‘i” messaging, multi-island
stories Promotions – Month of Lei, Hawai‘i
events Brand partnerships Consumer events – eg Flight Centre Expos Targeted Marketing - database
segmentation / closed user group activity
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30 #GTS2017
Social & Online Strategies
Social Media incorporated in all major campaigns User generated content Social listening and ‘surprise and delight’
gifts and rewards. Paid social activity Fan acquisition Oceania blog
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31 #GTS2017
MCI Strategies More Partnerships
PCO/Meeting Planners Corporates Island Chapters Airlines HCC | HTUSA
More Sales Calls & Events AIME, PAICE, Get Global In Market Events Experience Aloha
Message & education around customising for our market
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Our Top 5
#GTA2017
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33 #GTS2017
More Consumer Branding & PR
Stronger integrated marketing focus
Major campaign pushes
Increased social focus
TV focus
Targeted messaging
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34 #GTS2017
Exciting Co-op
Encourage multi-island travel
More partner opportunities– travel and non-travel
Increase combined investment into integrated campaigns
Drive shoulder season bookings
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35 #GTS2017
Social & Online
• Major digital campaigns
• Fan growth initiatives
• “Hawai‘i advocates” through user generated content
• Social listening
• Improved mobile
• Targeted communication
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36 #GTS2017
Festivals, Events & Niche Markets
Sports Marketing Strategy
Edutourism strategy
More romance and more luxury in our lives!
Supporting signature events through trade, PR, promotions and social
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37 #GTS2017
MCI
More partnerships
More sales calls and events – in Hawai’i and in market
Customising “only in Hawai’i” experiences for our market
More new business targets: Corporates Professional associations
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Mahalo
#GTA2017