2018 Market Outlook & Activity - Oceania

Darragh Walshe New Zealand Manager Hawai‘i Tourism Oceania dwalshe@hawaiitourism.co.nz

Kerri Anderson Australia Manager Hawai‘i Tourism Oceania kanderson@hawaiitourism.com.au

#GTS2017

2 #GTS2017

Our Team Australia

New Zealand

Hawai‘i

• Darragh Megan Rhiannon

• Kerri Charis Alicia Holly Kristen

• Chris

The Market The Sizzle The Future

Session overview Hawai‘i Tourism Oceania

#GTA2017

4 #GTS2017

Oceania Market – part of the visitor fabric

5 #GTS2017

6 #GTS2017

Oceania Market – 1 in 7 International Visitors

7 #GTS2017

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

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%

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

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%

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 +

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?

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

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

16 #GTS2017

Oceania Market Environment – Exchange Rate

AUD settled after falls Currently 80 cents Represents 23% below peak Forecast …

17 #GTS2017

Oceania Market Environment – Exchange Rate

NZD also settled Currently 72 cents Represents 17% below peak Forecast to maintain similar level

18 #GTS2017

Roy Morgan

Australia Multiple visits within 3

years

Market Research

19 #GTS2017

Roy Morgan

New Zealand Multiple visits within 3

years

Market Research

20 #GTS2017

Whose recommendation has the most impact - Australia?

20

Friends and family 70%

Online reviews 45%

TV coverage 55%

Roy Morgan Research

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

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

What to expect from us

#GTA2017

View online: https://youtu.be/YN6QMaL5hPs

2018 Marketing Highlights

#GTA2017

25 #GTS2017

2018 Strategies

“Always on” fully integrated marketing approach across all channels Consumer Trade PR / Promotions Social & Online

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

27 #GTS2017

Trade Strategies

Trade Education Strategy Training Incentives Famils Events and updates

**NEW Hawai‘i Rewards Programme

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”

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

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

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

Our Top 5

#GTA2017

33 #GTS2017

More Consumer Branding & PR

Stronger integrated marketing focus

Major campaign pushes

Increased social focus

TV focus

Targeted messaging

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

35 #GTS2017

Social & Online

• Major digital campaigns

• Fan growth initiatives

• “Hawai‘i advocates” through user generated content

• Social listening

• Improved mobile

• Targeted communication

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

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

Mahalo

#GTA2017