Spring Market Update 2014 - Hawaii Tourism Authority

Spring Market Update 2014
HAWAI‘I TOURISM EUROPE
YOUR TEAM IN EUROPE
Your Faces of Hawaii Tourism Europe
Supervision Account
Hawai‘i Tourism Europe
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Christine Klein
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Inga Dockendorf
Namisha Prajapati
Sarah Taylor
Marketing Manager Cont. Europe
Hawai‘i Tourism Europe
Marketing Manager UK
Hawai‘i Tourism Europe
PR Manager UK
Marketing & PR Manager France
Hawai‘i Tourism Europe Hawai‘i Tourism Europe
Thomas Drechsler, Jürgen Gevers, Robert Keysselitz
Elise Boisson
2013 RECAP
EUROPE HAWAII TRAVEL
2013 – A Record Year
VISITOR ARRIVALS
2013P Actuals
2013P
2012
% CHANGE
141,408
129,252
9.40%
...France
20,623
18,258
13.00%
...Germany
44,183
40,044
10.30%
...Italy
11,008
11,085
-0.70%
...Switzerland
16,287
14,200
14.70%
...United Kingdom
49,308
45,664
8.00%
EUROPE MMA
We are stealing market share
from competing US destinations!
www.hawaiitourismauthority.org
EUROPE HAWAII TRAVEL
We are stealing market share
from competing US destinations!
• UK is third largest and Germany the fifth largest generator of
international PAX to USA after Canada, Mexico and Japan
• UK Travel to the USA in 2013 was 3,726,000 visitors
DOWN -1.0% YOY
• UK Travel to Hawai’i 2013 was 49,308 visitors
UP +8% YOY
• German Travel to the USA in 2013 1,900,000 visitors
UP +1.0% YOY
• German Travel to Hawai’i 2013 was 44,183 visitors
UP +10.3% YOY
2013 Recap - TRADE
America Unlimited, Germany
Spring Airline Coop
Floor Grafics, newsletter eblast, Travelzoo e-blast,
press release
2013 Recap - TRADE
Expedia, UK
Fall Airline Coop
UK’s largest ‘Online Travel Agent
Brand USA fund match
Dedicated Hawaii Microsite
Heavy Traffic Driving Campaign
2013 Recap - TRADE
Virgin Holidays, UK
Joint Marketing Campaign
Out of Home advertising audience reach of 7 million reach
over a two week period. Emails, Customer Magazine
2013 Recap - TRADE
New / Increased Programs – UK & Germany
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Boomerang Reisen
Intrepid Suntrek
Ikarus Reisen
LAL Sprachreisen
Tazman Reisen
Vacations to America
Frontier Travel
Gold Medal/Thomas Cook
2013 Recap - TRADE
Aloha Up ‚n‘ Over Sales Mission 2013
• Date: September 29 - October 09, 2013
• Focus Area UK with two optional training days in Switzerland & Germany
• Cities: Glasgow, Manchester, London (and surrounding cities), Zurich,
Stuttgart
• Total of 310 people from travel agents to product managers and journalists
2013 Recap - TRADE
Product Manager Fam Trip August 2013
• 8 Product Managers from key tour operators in UK and Germany
• The group visited the islands of O’ahu, Big Island, Kaua’i, Maui and Lana´i
BIG Mahalo to all
Island Chapters and
partners that
supported this fam!
2013 Recap - TRADE
Pow Wow 2013
• June 2013 in Las Vegas
• Handled 90 appointments
Top Resa 2013
• September 2013 in Paris
• Handled 13 appointments
WTM 2013
• November 2013 in London
• Handled 16 appointments
2013 Recap - MEDIA
Press Clippings Coverage UK & Germany
Media Value: USD $ $892,174.00 USD
2013 Recap - CONSUMER
Win a Trip to Hawai‘i in UK
From Here To Eternity:
Tim Rice’s new London theatre show
8,000 entrants in competition
2013 Recap - CONSUMER
Hawai‘i Hype in Germany
Cliff Energy & FTI Campaign
Consumer competition to win a prize
to Hawai’i Exposure on POS material.
Over 20,000 entries
Goldmännchen Tee & FTI
Consumer competition with
fruit tea producer and tour
operator
2013 Recap - CONSUMER
HTE launched Facebook fan pages in for Germany & UK
in April/ May 2013
2014
CURRENT MARKET CONDITIONS
TRAVEL TRENDS EUROPE
• Long-haul destinations were popular for Europeans this
year with a healthy 4% increase in trips to overseas
destinations. Europeans traveled more to the Americas (+1%)
and above all to South America (+9%).
• The outlook for European outbound travel
in 2014 is generally good despite the
continent’s economic woes.
• In terms of individual markets,
both the UK (+3%) and Germany (+2%) are forecast to
grow healthily.
Strong outbound travel is expected for France (+5%) and
Sweden (+4%), while low outbound travel is expected for Italy
(-5%).
CURRENCY
GBP to USD
Monthly average 2013
EUR to USD
Monthly average 2013
UK TRAVEL TRENDS
UK Population: 63 million (under 1%)
Unemployment: 2.3 million (7.2%)
Economic growth: 2.5%
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27 million Brits enjoyed a holiday in 2013
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The top 3 popular holiday destinations were:
Spain, Greece and USA
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Demand for more active and differentiated holidays
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Early booking figures for 2014 indicate: France, Greece, Italy,
Spain and the USA continue to be strong
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80% of travel products are researched online, the
highest figures for any country in the world!
UK TRAVEL TRENDS
Competing Destinations:
Mexico, Florida and the Caribbean
Destinations to watch this year are:
Brazil, Antigua, Costa Rica, Greece, Malaysia,
Mauritius, Mexico, Oman, Slovenia, Sicily- Italy, USA
Germany Travel Facts ‘13
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The German economy was stable on an annual average in
2013
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76% of the German population travels at an average of 1.3
times a year
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Most popular holiday destinations were:
short haul: Spain, Greece, Turkey
long haul: Asia, USA
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Growth of the demand for nature, cultural and heritage
tourism products
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German travelers are sensitive to value for money,
safety, and local hospitality
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Germany is an all-year source market
Germany Key Trends ‘14
Competing Destinations:
Caribbean, Indian Ocean, South East Asia
Destinations to watch this year are:
Brazil, Seychelles, Mauritius, Thailand, USA
2014
MARKETING OPPORTUNITIES
TRADE CAMPAIGNS
For the 2014 marketing opportunities, HTE will be working with
the following tour operators:
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Virgin Holidays
Thomas Cook
BA Holidays
Expedia
TUI/ Hayes & Jarvis
Dertour
Canusa
FTI Tourstik
America Unlimited
PRODUCT MANAGER FAM
Save The Date: AUGUST 14 – 24, 2014
Itinerary: Aug 14-18 / Hawaii Island/ Maui (split group)
Aug 19-21/ O´ahu (whole group)
Aug 22- Aug 24/ Kauai (whole group)
• Potential Participants: 8 top producing tour operator partners
from Germany and the UK (4 per market), plus 2 HTE escorts.
• UK: Cox & Kings, TUI, BA Holidays and Vacations to America
• Germany: FTI, Fairflight Touristik, Explorer Fernreisen
Switzerland: Knecht Reisen
MEDIA GROUP FAM
Date: May 17-24, 2014
Itinerary:
We scheduled one group media FAM for 4 high quality media from Germany
plus 1 HTE escort covering at least 3 islands.
Media that announced high interest:
German Press Agency, Abenteuer+Reisen, DieZeit, freelancer for
German Cosmopolitan and others
We are
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seeking industry support in terms of:
International Air
Inter-island Flight / Transfers
Accommodation & Sites & Meals
Tour Guides
Activities (incl. sites)
ALOHA UP´N´OVER
Bringing Hawaii to Europe
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Engaging with key travel partners from Product Managers to
front-line agents.
Presenting to key media and journalists
In-house training, agent nights and private dinners
2014 we aim to share aloha in 3 European countries
TRADE SHOWS
• ITB - Berlin
• IPW - Chicago
• WTM – London
March 5-9, 2014
April 5-9, 2014
Nov 3-6, 2014
2014
BEST & BRIGHTEST
(so far …)
2014 Outlook - CONSUMER
New Dedicated German Consumer Magazine
Partner support
through advertising
FRANCE Product Manager Fam
meets
March 10-19, 2014
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The fam is organized in cooperation with United who is
offering the international flights.
Tours operators attending:
Directours , Jetset Voyages, La Route des Voyages, Marco &
Vasco, Maison des Etats Unis
ITB 2014
Hawai‘i is represented at the current ongoing ITB
(March 5-09, 2014),
the world‘s largest travel show in Berlin, Germany with brochure
distribution
CROSS MARKETING CAMPAIGN
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Wilkinson Lady Shaver & TO partner (tba), Germany
Brand Partnership with Innocent Smoothies, UK
Consumer Competition with hitched.com
UK ACTIVITY
• UK Media Trip – 15th – 22nd March
• Participation at Destinations Show, London
• Launch of new Hawai‘i program
MAHALO NUI LOA