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2018 Oceania market review

Darragh Walshe

Country Manager NZ

Hawai'i Tourism Oceaniadwalshe@hawaiitourism.co.nz

Giselle Radulovic

Country Manager Australia

Hawai'i Tourism Oceaniagradulovic@hawaiitourism.com.au

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Team Hawai'i

New Zealand Team (Auckland)

Darragh WalsheCountry Manager

Megan HornblowAccount Manager

Chris SadayasuTourism Brand Manager

HTA (Honolulu)

HTO Australia Team (Sydney)

Giselle Radulovic

Country Manager

Kritsada Phadungkiatipong MCI Manager

Madeline AtkinsPR Executive

Charis RicafuenteSr. Marketing Manager

Alicia PalmerTrade Executive

Rhiannon WilliamsSocial Media

The Walshe Group

Jacqui WalsheManaging Director

Review of 2018

Market Overview

Looking ahead to 2019

Session overview

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Market Conditions

• Arrivals

• Airlift

• Economic Environment

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Annual Arrivals

28404

17401

21923

26939

31352

28442

28699

26698

27821

16562 1

9767

26934 3

0356

28528

28456

27654

J A N F E B MA R A P R MA Y J U N J U L A U G

AUSSIES VISITING HAWAI‘I (JAN -AUG 2018)

2018 2017

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Annual Arrivals4707

2672

3945

9007

8152 9

180

10942

8156

3946

2071 2754

5675

5519

7118

8801

7208

J A N F E B MA R A P R MA Y J U N J U L A U G

KIWIS VISITING HAWAI‘I (JAN -AUG 2018)

2018 2017

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Annual arrivals

Visitors Australia

2017 324,564

Jan – Aug 2018 209,858 (+1.8% YOY)

Av length of stay 9.67 days

Visitors New Zealand

2017 70,799

Jan – Aug 2018 56,762 (+31.7% YOY)

Av length of stay 9.31 days

Oceania expenditure

January – Aug 2018: $676.2 million

Forecast 2018: $1,062.1 million + 3.6%

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Year to date arrivals Oceania – January to Aug

Kaua‘i21,179 (-3.3%)

O‘ahu260,654 (+7.6%)

Moloka‘i2,308 (-29%)

Lana’i3,41 (-14.4%)

Maui45,113 (-2.9%)

Hawai‘i Island

33,933 (-16.8%)

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Airlift

2017 2018 Estimated % Change

Auckland 104,932 155,756 +48.4

Sydney 273,688 270,934 -1.0

Melbourne 60,300 58,960 -2.2

Brisbane 44,202 44,202 0.0

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Oceania economic environment

Australia

AU$ decline throughout the year

Affected by slow down in US and global economy

Economy solid; consumer confidence is up

New Zealand

Economy solid

NZ$ has slipped, at lower end of acceptable range

Visitor profile

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Leisure – who is visiting Hawai’i

33.8% AS A COUPLE

(+3.1%)

28.7% OTHER FAMILY OR FAMILY &

FRIENDS (+3.7%)

22.3% FAMILY WITH CHILDREN

(down -4.5%)

Average age: 45 years old

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Where are we staying?

0%

10%

20%

30%

40%

50%

4 star Standard Luxury Self-contained

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Why Hawai'i?

1 2 33 4R&R Shopping Food Beach

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How do we book?

58.2% Travel agent

38.3% Airline

33.6% Direct

25.5% OTA

2018 Sizzle Reel

Strategic objectives

Consumer

Trade

Promotions and communications

MCI

Key programs 2019

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Strategic objectives

Two major integrated campaign periods incorporating full marketing mix

Maintain an ‘Always On’ consumer and trade engagement strategy

Reinforce a strong brand position through authentic story telling

Leverage strong industry partnerships

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Consumer strategies

Romance: Major integrated campaign for one of our main markets

Multi-island Travel: Multi-channel campaign during a key booking period

Short Break/Stopover: Shopping/single island visits

Sports & Festivals: Promote signature events

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Trade strategies

Trade education

Tradeshows – Month of Lei, Aloha Down Under, Visit USA

Dedicated online training modules

Specialist Famils

Co-operative campaigns

Experiential & multi-island

Creative, multi-channel and digital

Aligned with key strategic objectives

and key campaign periods

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MCI strategies

Partnership Development

PCOs, Corporate Meeting Planners, Island Chapters, Airlines

HCC | HVCB

NEW Incentive Program

Increase room nights

Hawai’i top of mind

Increased Sales Activity

Dedicated famils

Tradeshows – AIME, Get Global,

PAICE, EABE

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Promotions and communications strategies

Broadcast Initiatives

Helloworld Travel Show

Prime time lifestyle

Morning news shows

Media Relations

Visiting Journalist Program

Group Media Famil

Press releases

Promotions

Month of Lei

Aloha Down Under

Support of campaign themes

Digital communications

Subscriber database 123k+

Facebook: 114k+ & Instagram: 25.9k+

gohawaii.com/au Blog

The Aloha Apprentice

Multi-channel integrated campaigns

Major PR consumer

Digital and social

Responsible tourism

MCI relationships

Our Top 5

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Multi-channel integrated campaign

• Focus on key traveller markets and themes

• Increase partner opportunities in travel and other sectors

• Leverage combined investment to increase media, PR, digital reach

• Shoulder and non peak travel times

• Increase multi-island visitation

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Major consumer PR

• Seek major TV production opportunities

• Promote key themes and niche experiences – new audiences

• Integrate with Trade Co-op Campaigns

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Digital and social presence

• Social media to promote major activities

• Gohawaii.com/au/nz campaign pages

• Oceania Blog on gohawaii.com

• Promote Festivals and Events

• Utilise UGC from influencers and fans

• Paid social activity

• Grow Facebook, Instagram, Twitter

• Aloha Fridays – Travel Trade

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MCI relationships

• Build partnerships and profile of HTO MCI support

• Increase sales activity and develop corporate market

• NEW agent/planner incentive to increase room nights

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Responsible tourism

• Sea Cleaners NZ Exchange Program

• Promote voluntourism opportunities, with unique cultural experiences

• MCI / Corporate groups

• PR/press messaging

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Questions?

Darragh Walshe

Country Manager NZ

Hawai'i Tourism Oceaniadwalshe@hawaiitourism.co.nz

Giselle Radulovic

Country Manager Australia

Hawai'i Tourism Oceaniagradulovic@hawaiitourism.com.au

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