Introduction

#GTA2017

Andrew KohManaging DirectorHawai‘i Tourism Taiwanandrewkoh@hawaiitourism.com.tw

Rebecca ChenAssistant Manager Hawai‘i Tourism Taiwanhawaiitourismtaiwan@gmail.com

Overview 2017 market conditions Competing destinations Airlift Target audience profile 2018 BMP Partnership opportunities Q&A

Presentation overview

#GTA2017

#GTA2017

Overview of 2017 market conditions

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Market indications - GDP

0.72

1.5

2.11

0

0.5

1

1.5

2

2.5

2015 2016 2017

Economic Growth Rate (YOY)

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Market indicators – unemployment rate

3.78

3.92

3.78

3.7

3.75

3.8

3.85

3.9

3.95

2015 2016 2017 (as of July)

Unemployment Rates

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Market indicators – currency exchange

Currency (USD vs TWD)

2015 31.91

2016 32.33

2017 (as Sept.) 30.06

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Competing destinations

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Taiwanese visitors to competing destinations

Taiwan market conditions

Country 2016 Jan-JulyVisitor Numbers

2017 Jan-JulyVisitor Numbers Growth Rate

Japan 2,639,663 2,770,514 4.96%

Korea 466,055 514,177 10.44%

Thailand 336,160 319,402 - 4.99%

Philippines 136,936 148,477 8.43%

Indonesia 104,467 114,573 9.67%

Australia 79,275 95,109 19.97%

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How many are visiting Hawai‘i?

Taiwan market conditions

Jan – JulTotal Outbound

Jan – JulOutbound to Hawai‘i

2016 8,651,793 11,166

2017 9,230,140 11,176

% Increase 6.68% 0.089%

Source: Taiwan Tourism Bureau, MOTC & Hawai‘i Tourism Authority

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Airlift

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0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

January February March April May June July

Airlift to Hawai‘i

2017 2016

Airlift – load factors to Hawai‘i?

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China Airlines New A350 will take off in the end of

October Highlight: Premium economy class Seat inventory:

306 pax/flight, 2 flights/week, Wed. and Sun.

Previous A330 had 277 pax/flight

Load factor for July 2017: 87.7%, total of 17,697 seats

Fuel surcharge: NTD$3,000 (USD$92)

Scoot Airlines Possibility for new budget airline to

open for Honolulu

Airlift

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Target audience profile

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Target audience

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Purpose of visit

66%11%

7%

11%

2% 3%Jan - Jul 2017

Pleasure/Vacation

Honeymoon/Get Married

Visit Friends/Relatives

Mtgs/Converntions/Incentive

Other Business

Other

Source: Hawaiʻi Tourism Authority

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Travel status

13%

87%

Jan - Jul 2017

Group Tour

Non-Group

More YOY arrivals for FIT travelers YOY net true independent growth 66% average

Source: Hawaiʻi Tourism Authority

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0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

January February March April May June July

Jan – Jul 2017

% First Timers % Repeaters

Travel status

Source: Hawaiʻi Tourism Authority

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2018 Brand Management Plan

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Media FAM

Time: February Facts: Selected media partners to film Travel TV show that will air in Taiwan 6-8 media personnel Media exposure: USD$1,000,000

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Hawai‘i Digital Tour Online Campaign

Time: May Fact: an online platform for consumers to select their favorite location in Hawai‘i

and to share on their social media platforms to get votes KPI target: over 10,000 pax reached

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Travel agent FAM

Time: September Facts: Inviting key agents in Taiwan to educate, and assist them in product

development and packaging. Key agents will also attend the Global Tourism Summit

8-10 agents

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Travel with Locals

Time: September Facts: Collaborating with our annual ambassador, Candy Wang, to explore

Hawaiʻi with locals Media exposure: USD$950,000

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LGBT Pride collaboration

Time: October Facts: Participant in the Annual Pride Parade in Taipei to increase exposures KPI target: Over 6,000 pax reached

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Hawai‘i Run x Lei Festival

Time: November Facts: 4th annual running event combined with lei festival in Taiwan KPI target: Over 5,000 pax reached with over USD$2,000,000 media exposure

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ITF trade show

Time: November Location: Taipei Facts: Largest Annual Travel fair in Taiwan Total visitor number in 2016: 361,071

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Blogger FAM

Time: December Facts: Select 6 bloggers to document and highlight their trip on social media

platforms and blogs to increase exposure for both Hawaiʻi and the stakeholders Media exposure: USD$1,000,000

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Social Media Initiative

Social media platforms KPI target

“Like” increase for fan page Target fans number: 120,000 likes

Original Hawaiʻi blog Target daily traffic: 500 views

account development Target fans number: 2,000

account development Target fans number: 1,500

account development Target subscribers: 800

New Hawaiʻi collaterals As required

Maʻemaʻe – culture integration Hawaiian culture placement in events & campaigns

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Social media fan pages

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Partnership opportunities

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2018 Partnership opportunities

Activity Date Description Cost

Tradeshows

ITF - International Travel Fair Nov 2018[City: Taipei] largest annual travel fair in Taiwan. Total visitor number in 2016: 361,071

Participation fee: $1,500 for independent booth, promotion for 4 days & agent sales call arrangements; OR sponsorship of gifts: coupons, logo gifts, etc.

Trade familiarization trips (FAMs)

Travel trade FAM trip Sept 2018

Invite key agents in Taiwan, educate, and assist them in product development and packaging. Key agents will also attend the HTA tourism conference.

In-kind sponsorships:• Hotel rooms• Meals• Ground transportation• Flights• Activities / attractions• Itinerary, etc.

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2018 Partnership opportunities

Activity Date Description Cost

Public relations

Media FAM Trip Feb 2018Selected media partners to film Travel TV show that will air in Taiwan. 6-8 media personnel.

In-Kind Sponsorships:• Hotel Rooms• Meals• Ground Transportation• Flights• Activities / Attractions• Itinerary, etc.

Blogger FAM Trip Dec 2018

Select 6 bloggers to document and highlight their trip on social media platforms and blogs to increase exposure for both Hawaiʻi and the stakeholders.

In-Kind Sponsorships:• Hotel Rooms• Meals• Ground Transportation• Flights• Activities / Attractions• Itinerary, etc.

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2018 Partnership opportunities

Activity Date Description Cost

Consumer promotions

Hawaiʻi Run x Lei Festival May to Nov 2018A 4th annual running event combined with lei festival in Taiwan.

Participation fee: $1,500 for a booth or sponsorship for prizes: hotel rooms, flights, activities

LGBT Pride collaboration Oct 2018Participant in the Annual Pride Parade in Taipei to increase exposures. Sponsorship for prizes:

• Hotel Rooms• Meals• Ground Transportation• Flights• Activities / Attractions• Itinerary, etc.

Hawaiʻi Digital Tour online campaign Feb to May 2018

An online platform for consumers to select their favorite location in Hawaiʻi and to share on their social media platforms to get votes.

Travel with Locals Sep 2018

Collaborating with our annual ambassador, Candy Wang, to promote Hawaiʻi through a different aspect.

Questions?

#GTS2017

Andrew KohManaging DirectorHawai‘i Tourism Taiwanandrewkoh@hawaiitourism.com.tw

Rebecca ChenAccount Supervisor Hawai‘i Tourism Taiwanhawaiitourismtaiwan@gmail.com