2013 Marketing Update - Hawaii Tourism Authority

Spring Market Update 2013

YOUR TEAM IN EUROPE
Christine Klein
Marketing & PR Director
Hawai‘i Tourism Europe
Namisha Prajapati
Marketing Manager UK
Hawai‘i Tourism Europe
David Gale
PR Manager UK
Hawai‘i Tourism Europe
Thomas
Drechsler
COO AVIAREPS
Jürgen
Gevers
General Manager
AVIAREPS Tourism
Robert
Keysselitz
General Manager
AVIACircle

2012 RECAP

The 2012 European
Traveler…
EUROPE MMA (by Air)
YTD 2012P
(Jan-Dec)
% Change
YTD 2012P
(Jan-Dec)
Visitor Expenditures* ($ Millions) 285.6 +17.0%
Visitor Days 1,687,098 +10.6%
Arrivals 131,043 +9.4%
Per Person Per Day Spending* ($) 169.3 +5.9%
Per Person Per Trip Spending* ($) 2,179.4 +7.0%
Length of Stay (days) 12.9 +1.1%
Source: Hawai‘i Tourism Authority

EUROPE HAWAI‘I TRAVEL
2012 – Strong Arrival Growth
2012P
2011 % CHANGE
EUROPE MMA 131,043 119,825 9.4%
...United Kingdom 46,849 45,552 2.8%
...Germany 40,337 34,690 16.3%
...France 18,544 16,546 12.1%
...Switzerland 14,235 12,589 13.1%
...Italy 11,077 10,447 6.0%
Source: Hawai‘i Tourism Authority

Island Distribution
% Change
EUROPE MMA (by Air)
YTD 2012P
(Jan-Dec)
YTD 2012P
(Jan-Dec)
O'ahu 89,254 +3.3%
Maui County 54,581 +14.5%
...Maui 53,793 +14.6%
...Moloka'i 2,156 +10.6%
...Lāna'i 1,478 -18.0%
Kaua'i 28,906 +19.1%
Hawai'i Island 43,092 +23.4%
…Hilo 19,431 +17.1%
…Kona 35,699 +24.5%
Source: Hawai‘i Tourism Authority

EUROPE HAWAI‘I TRAVEL
We are pacing ahead of the USA as a whole!
• 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 2012 was 3,224,687 visitors
DOWN -1.9% (YTD Oct)
• UK Travel to Hawai’i 2012 was 40,826 visitors
UP +2.2% (YTD Oct)
• German Travel to the USA in 2012 was 1,632,836 visitors
UP +3.2% (YTD Oct)
• German Travel to Hawai’i 2012 was 33,814 visitors
UP +14.4% (YTD Oct)

2012 Recap - TRADE
FTI Touristik, Germany
Fall Airline/Wholesale Coop
Spring Airline Coop

2012 Recap - TRADE
Meier’s Weltreisen, Germany
Spring Airline/Wholesaler Coop
Placement of 300 city light posters in the key
cities of Cologne, Berlin, Dusseldorf, Hanover,
Leipzig, Hamburg and Munich

Dertour, Germany
2012 Recap - TRADE
Fall Airline/Wholesale
Coop
Dedicated Hawai’i supplement in
“America Journal” (B2C & B2B),

TUI, Germany
2012 Recap - TRADE
Fall Airline/Wholesale Coop
E-training for 30,000 travel agents,
Shop Window Sales Poster 2 large
Traffic boards in Berlin on doubledecker
busses for a 1 month period,
17 Infoscreens (5 sec.) in Berlin City
(Central station etc.)
-> Outdoor Reach: ca. 2,25 Mio.

Expedia, UK
2012 Recap - TRADE
Fall Airline/Wholesale Coop
UK’s largest ‘Online Travel Agent
Brand USA fund match
Dedicated Hawaii Microsite
Heavy Traffic Driving Campaign

2012 Recap - TRADE
TUI / Hayes & Jarvis, UK
Fall Airline Coop
12 Hawai’i dedicated pages in 2012/13 brochure,
Weekly Direct Emails, Website Search waiting pages,
home page banner, Daily Telegraph Advertising,
Advertorial in CondeNast Traveller, Advert in Brides /
Your Wedding

Dial A Flight, UK
2012 Recap - TRADE
Fall Airline Coop
Taxi Supersedes, Internet Banner Ads, Red Chair TV
Interview, Social Media mentions, additional PR
coverage generated worth USD 84,000

2012 Recap - TRADE
Virgin Holidays, UK
Joint Marketing Campaign
Out of Home advertising audience reach of 7 million reach
over a two week period. Lonely Planet Advertorial, Customer
Emails, Customer Magazine

2012 Recap - TRADE
New / Increased Programs – UK & Germany
• Audley Travel
• Cox and Kings
• Fairflight
• Inn Travel
• Original Travel
• Turquoise Holidays
• Trailfinders – Lanai and Molokai

2012 Recap - TRADE
Aloha Up ‘n Over Sales Mission 2012
• Date: October 14-24, 2012
• Focus Area Germany with two optional training days in the UK
• Cities: Munich, Frankfurt, Dusseldorf, Hamburg, London,
Southampton, Crawley
• 315 agents trained, product managers and media met with

2012 Recap - TRADE
Product Manager Fam Trip August 2012
• 8 Product Managers from key tour operators in UK and Germany
• The group visited the islands of O‘ahu, Hawai‘i Island, Kaua‘i, and Maui
BIG Mahalo to all
Island Chapters and
partners that
supported this fam!

2012 Recap - TRADE
• Pow Wow 2012
• WTM 2012

2012 Recap - MEDIA
Press Clippings Coverage UK & Germany
Media Value: USD $ 5,305,972
Print Circulation: 10,865,322

2012 Recap - CONSUMER
Win a Trip to Hawai‘i in UK
Wedding Ideas:2,000+ entrants
British Sandwich Association: 19,000+ Entrants

2012 Recap - CONSUMER
Hawai‘i Hype in Germany
Hawai’i Five O
Cooperation with Paramount Home
Entertainment for the DVD launch of
1st series supported by O’ahu
Visitors Bureau, Hilton Hawaiian
Village and Waikiki Beach Services
with start by April 2012. 10,000 DVD
Boxes (incl. 6 DVDs) included a
sticker on box and inlaid flyer about
Hawai’i
C&A Fashion Campaign
Cooperation with C&A fashion store
company and lastminute tour
operator „Bucher Reisen“ raffling 10
prize trips to Hawai‘i. Promotion via
online, shop window and TV. Approx.
1million people per day visit C&A
store locations every day.
FA & TUI
Cooperation with FA promoting
their summer washing products
under the theme FAradies like
„paradise“ supported by TUI,
Germany. 305 million view
contacts and a media value of
USD 1 million.

2012 Recap - CONSUMER
Dedicated German Consumer Magazine

2013
CURRENT MARKET CONDITIONS

UK - ECONOMY
The UK economy -- slow growth
should avoid a triple-dip recession
growing company / consumer confidence
steadier housing market
employers’ readiness to hire
• The number claiming unemployment benefits in January 2013 fell to
1.56 million, the lowest since June 2011.
• The unemployment rate now stands at 7.7%
• GDP will regain its 2008 peak in 2015
• Growth in 2012 = 0%
• Predicted Growth 2013 = 0.7%

Germany - ECONOMY
Germany’s economy recovering
• Stable consumer demand
• A return to rising exports and
• Increase of investments in the latter
part of 2013
• Predicted GDP growth = +0.4%

TRAVEL TRENDS EUROPE
• World travel was hit by a diverse mix of bad news and events
in 2012, including severe weather around the world, political
conflicts, the depressed global economy and soaring energy
prices.
• Europeans continued to travel this year despite the gloomy
economic conditions in many parts of the continent and IPK
currently expects another year of positive growth in 2013.

UK – TRAVEL STATS
• Between 20 and 30 days of annual leave with 9 days in Bank Holidays
• Average spend of 14.5 days in the US
• Average number of states visited: 1.5
• Most common traveler: couples, aged 43
• Family travel has declined, especially long-haul destinations due to price
• The internet is the British favorite information source (48%)
• BUT tour operators are still important for British travelers
• UK consumers know about their final trip destination 128 days in advance.

Germany – TRAVEL STATS
In 2012 German Travelers
• Spend their main holidays abroad
• Have the money to travel in 2013
• Have clear intentions to spend money
• Book their main holidays early (1 to 6 months ahead)
• Decide on the holiday destination even earlier (6 to 12 months
ahead)
• Book with or at least consult travel agents (80%)

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 (+2%)
and above all to Asia Pacific (+8).
• The outlook for European outbound travel
in 2013 is generally good despite the
continent’s economic woes.
• In terms of individual markets,
both the UK (+5%) and Germany (+3%) are forecast to
grow healthily.
Lower outbound travel is expected for France and Italy.

TRAVEL TRENDS EUROPE
For travel purposes to Hawai‘i, European consumers are
looking at:
• Visit Historical Places
• Cultural Heritage Sites
• Touring Countryside
• Visit National Parks
• Water Sports/Sunbathing
• Dining in Restaurants
• Shopping
• Visit Small Towns
• Art Gallery/Museum

2013 AIRLIFT

EUROPE AIRLIFT
• More seats into Hawai‘i market
– New routes with JFK/NYC and Dulles/D.C. service
– American Airlines and Alaska Airlines are enlarging their
codeshare agreement.
• Monitoring each airlines availability for charter and nonstop
service
• Routes conference (Routes Europe - May)

2013
Activities

Germany‘s Next Top Model
returned to Hawai‘i!
Check-In Hawai‘i / O‘ahu
Feb 25 – March 1, 2013
Kualoa Ranch / North Shore
• German reality TV show, similar to America's Next Top Model.
• The competition is hosted by Heidi Klum.
8th season
15 episodes in primetime on ProSieben
More than 2.5 million viewers almost every week
Average market share of 15.9% among 14-49 year-olds during
the 7th series
Still positioned very attractively in the Sinus Milieus, with high
indices in the upper milieus
Ø 40.5 % identical viewers

SCANDINAVIA FAM TRIP
Product Manager Fam Group from Scandinavia
• In addition to scheduled product manager fam trip UK/Germany
• Date: O‘ahu: April 17-20 & Hawai‘i Island: April 20,-22
• Tour operators to join this fam trip:
Check Point Travel Nyhavn Team Benns
FDM Travel Profil Rejser USA Rejser
JYSK
Risskov
My Planet
Spies
Mahalo for your support!
KLM, Big Island Visitors Bureau,
O‘ahu Visitors Bureau and all Industry Partners

SPRING WHOLESALER CO-OPS
America Unlimited, Germany
Activities
Floor Graphics in the train stations of
Hamburg, Hannover and Munich
Newsletter e-blast
Travelzoo e-blast

SPRING WHOLESALER CO-OPS
Meier’s Weltreisen, Germany
Activities
Strip posters
Online Promotion on webpage
Travel Document Supplement

SPRING WHOLESALER CO-OPS
FTI Touristik, Germany
Activities
Digital Billboard Campaign
Sonnenklar TV
Radio Promotion
VIP Training with FTI Touristik Gold

SPRING WHOLESALER CO-OPS
Flextravel, Switzerland
Activities
Skyscraper TUI website
Paper Poster,
TUI Suisse News Flyers

LEGISLATIVE SUPPLEMENTAL
FUNDING FOR INTERNATIONAL
GROWTH
Thomas Cook / Gold Medal Spring JMA
Online and Offline activities
Targeting both trade and consumers
Combined audience reach of 1.7million

2013
MARKETING OPPORTUNITIES

TRADE CAMPAIGNS
For the fall airline proposals, HTE will be working with the
following tour operators:
Airtours ebookers
Travel 2/Travelbag BA Holidays Bon Voyage Thomas
Virgin Holidays
TUI Art of Travel
Cook
Cox & Kings
Canusa Thomas Cook UK
Dertour
America Unlimited
Elegant Resorts Expedia
Wexas
Flight Centre
Hawaii Nei Kuoni Fairflight
Explorer Fernreisen
Meier‘s Weltreisen TUI Specialists
Mark Travel
Trailfinders
NATS
Ikarus Tours
Pacific Travel House
FTI Touristik Travelsphere
Gold Medal Travel Thomas Cook

PRODUCT MANAGER FAM
Save The Date: AUGUST 25 – SEPTEMBER 2, 2013
Itinerary: Aug 25-28 / O‘ahu (whole group)
Aug 28-31/ Maui (whole group)
Aug 31- Sep 2 / Kaua‘i / Big Island (split group)
• Potential Participants: 8 top producing tour operator partners
from Germany and the UK (4 per market), plus 2 HTE escorts.
UK: Cox & Kings, Scott Dunn, Thomas Cook, Trailfinders, Travel2
Germany: TUI, Dertour, SK Touristik, JT Touristik
We are seeking industry support in terms of:
Accommodation & Sites & Meals
Tour Guides
Activities (incl. sites)

MEDIA GROUP FAM
Date: TBA
Itinerary:
We will schedule one group media FAM for a max of 3 media each from UK
and Germany plus 1 HTE escort covering at least 2 islands in 2013.
Targeted Media: Consumer Travel Magazine, Newspaper, Lifestyle
Magazine
We are seeking industry support in terms of:
International Air
Inter-island Flight / Transfers
Accommodation & Sites & Meals
Tour Guides
Activities (incl. sites)

ALOHA UP ‘N OVER
Itinerary September 29 – October 9, 2013
• Sept 29, Sunday:
Get together with partners and briefing on mission followed by optional dinner
• Sept 30 – Oct 4, Monday – Friday: UK MISSION
Itinerary will cover key travel agents, reservations staff, media and product
managers throughout Edinburgh/Scotland, Glasgow/Scotland, Dublin/Ireland,
London/GB.
• Oct 5-6, Sat/Sun: LEISURE TIME in Switzerland
• Oct 7, Mon: TRAINING DAY ZURICH/SWITZERLAND
Itinerary will include lunch with media and product managers followed by travel
agent evening event
• Oct 8, Tue: TRAINING DAY STUTTGART/GERMANY
Itinerary will include train to Stuttgart and travel agent
evening event

ALOHA UP ‘N OVER
INVITATIONS TO BE SENT OUT: May 2013
FEE ESTIMATE
UK Mission Week:
6 participants = approx. USD 6,700
8 participants = approx. USD 5,100
10 participants = approx. USD 4,500
Optional UK Training days:
Per participant (min 6 partners needed): approx. USD 1,500
Brochure Distribution only: approx. USD 500

TRADE SHOWS
• ITB - Berlin March 6-10, 2013
• POW WOW - Vegas June 8-12, 2013
• WTM – London Nov 4-7, 2013

MAHALO NUI LOA