Editor s Message. Market Conditions and Trends. September 11, Aloha!

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1 Editor s Message Aloha! VOL.43 September 11, 2015 Hawaii Tourism Japan (HTJ) conducted a Tohoku Rakuten Golden Eagles Summer Festival Campaign to reach nearly 280,000 attendees of 11 of the Tohoku Rakuten Golden Eagle Baseball games and participated in three consumer events during the month of August. We humbly ask for all of your continuous support as we continue to expand Hawaii tourism opportunities in Japan. You are more than welcome to contact us regarding any questions, suggestions and/or updates. Market Conditions and Trends Mahalo nui loa! Economy Economic slowdown for the overall Japan market due to sluggish growth in Q2 as well as growing concern over the China Financial market Due to the ruling by the Japan government to take mandatory holidays beginning in 2016, companies such as Uniqlo are consciously making an organizational shift to embrace this change by offering shorter work weeks In addition to HTJ s efforts to offer cost saving, HTJ has been in communication and beginning preparations to incorporate this new law as part of one of our unique campaign initiatives for 2016 (more details and updates about these will be provided at a later date as they become completed) Outbound Travel & Competitive Environment Japanese summer family travel plans focused on areas that are considered safe and have decent infrastructure for Japanese travelers o JTB Summer Family Travel Survey places Hawaii as most popular destination o Other regions in the world having unfortunate incidents that causes consumers to cancel travel plans HTJ works together with all of our industry members when highlighting Hawaii s appeal as a safe destination to Japanese visitors and continues to accurately and efficiently inform Japanese consumers, travel agents, and etc. about any incidences and occurrences happening in Hawaii to ensure a better understanding of Hawaii s current market Variety of organizations and companies are heavily investing in ways to stimulate Japanese travel through unique collaborations and campaigns HTJ has implemented our own unique campaigns that continue to bring in Japanese visitors to Hawaii (e.g. Mc Donald s Campaign, Arashi, Yokai Watch, and etc.) 1

2 HTJ will continue to communicate with our partners more about upcoming plans for future unique campaigns and synergize our time and resources to successfully appeal Hawaii in the Japan market while also optimizing the reach of this message Media & Consumer Trends Media companies continue to tailor their offerings to match the changes in their target demographic o C Channel utilizing short videos featuring topics of gourmet, fashions, beauty, and travel to capture the 10s to 30s women demographic o Cafeglobe, MyLOHAS, Glitty, three of the most popular medias for the 20s to 40s women demographic collaborating to operate a joint website called gene media o Creation of new lifestyle magazine called Otona Style targeting 50s to 60s women With an understanding of the changes in the media environment, HTJ is seeking to implement campaigns and initiatives that leverage these channels to better reach our target audience Great increase in the utilization of smartphones as part of Japanese daily lives o Survey conducted by Nielsen indicates over 50% of the 16 and older internet usage population access the internet on an almost daily basis o Survey conducted by Criteo (digital marketing company) indicated nearly 40% of Japanese utilize mobile applications HTJ ensures that the information that we would like to communicate to the Japanese market is able to reach a wide array of media channels Airlift Trends Japanese market continues to become more accustomed to the utilization of LCC as part of their travel experience and see more growth o KIX currently has 16 LCC operating on 37 different flights (46% of entire Japan LCC market share) o Tways will be operating a new flight between KIX and GUM (Guam) beginning Oct 1 and having an inaugural promotion of 990 yen one way flight ticket (not including fees) between 8/26 9/9 In addition to JAL s previous announcements to add special flights in September to October, on August 28, more flights have been added to last until mid Nov. Announcement by major airlines servicing Hawaii market continue to remain at a stable rate for travel that is booked until 11/30 Besides LCC news, HTJ continues our efforts to effectively communicate between all of our partners about changes in the airline environment and strive for sustainable load factors Fuel Surcharges (9/1~11/30/15) Airline Cost (1-way) JAL 12,000 ANA 12,000 HA 12,000 DL 12,000 CI 10,000 UA 12,000 KE 12,000 2

3 August Major Activities Yokai-Watch Promotion August Updates: Updated booking numbers for Yokai-Watch related bookings throughout Japan are at over 27,500 between June 2015 and March 2016 Nearly 12,000 participants attended various Yokai-Watch Greetings by our kids spokesperson Jibanyan during the months of July and August Response from consumers and travel agents that are participating in this campaign are highly positive and HTJ has seen an increase in customer satisfaction to an extent of strong desire in coming back to Hawaii in the near future A total of 2,002 stamp rally submissions have been received by the end of August HTJ will continue communicating with our partners in order to develop and provide more opportunities for Japanese travelers to enjoy this promotion such as the following which will occur in Q3 to the beginning of Q4 o HIS Lea Lea Greeting (9/1 to 10/10 in Hawaii) o Tourism Expo Japan (9/26 to 9/27 in Japan) o Jibanyan Photo Shoot at Royal Hawaiian Center (October December once per month in Hawaii) Tohoku Rakuten Golden Eagles Summer Festival Campaign (7/24 8/23) Due to the anticipated loss of direct access from the Sendai region after October, HTJ utilized this campaign to reach the nearly 280,000 attendees of 11 of the Tohoku Rakuten Golden Eagle Baseball games and educate them about Hawaii s travel potential via Tokyo and Sapporo Obtain 3,537 responses throughout the campaign indicating highly positive interest in travel to Hawaii (Desire to travel to Hawaii; Oahu: 71.5%; Hawaii Island; 69.1%; Maui 49.8%; Kauai: 24.1%) HTJ will integrate and utilize this information to further communicate Hawaii s offerings to regional travelers Consumer Event Rakuten Festival (8/1 8/5) 5 day event hosted by Rakuten in order to engage their consumers directly about upcoming travel opportunities including tourism bureaus, popular hotels from regions including Hawaii, Guam, Taiwan, and etc. It was conducted at Tokyo Big Sight and initially aimed for 50,000 attendance, however participation surpassed 100,000+ attendees This year, HTJ only provided a variety of collateral to promote Hawaii, but will strongly consider the potential impact in attending this event has for promoting Hawaii in the Japan market Prince Resorts Hawaii Hawaiian Rainbow Town (8/19 23) 5 day event at Seibu Prince Dome which has over 110,000 attendance HTJ utilized this as an opportunity to showcase the authenticity of Hawaii with the use of our official mascot Shaka-chan and spreading the meaning of Aloha, which included a direct appearance of the mascot on the first day on the field and a stage event reaching approximately 19,000 attendees 3

4 Appearance of this was viewed through TV Asahi Channel2(CS) and NHK BS Tabikobo Lanikai Terrace Event (8/28) Tabikobo Lanikai Terrace, conducted consumer events at their shop gathering around 70 people to discuss and experience unique Hawaii related activities while also promoting the usage of Aloha Program Able to obtain media coverage for this event to further promote Aloha Program and this satellite office, while also connecting consumers directly with the a company that offers purchasable products to travel to Hawaii HTJ will consider this type of style of connecting consumers directly with travel agents/retail agents to stimulate more call to action opportunities Aloha Program: August Updates Japanese consumers and travel agents have displayed a strong desire to become more knowledgeable about Hawaii o Working with JTB s Group division to stimulate Aloha Program testing that will support new product development and facilitate the handling of future edu-tourism business o Aloha Program HIS Hawaii dedicated shops in Osaka as well as Shinjuku, Tokyo implementing Hawaii themed promotions that allow their customers to not only learn more about Hawaii, but to also view and purchase Hawaiian fashion, beauty, and souvenirs o Other Satellite Offices, such as Tabikobo Lanikai Terrace, conducted consumer events at their shop gathering around 70 people to discuss and experience unique Hawaii related activities while also promoting the usage of Aloha Program (Details found in Consumer Events Section) o Nearly 200 more members and Aloha Program specialists acquired during the month of August o Execution of webinar drawing approximately 55 travel agent viewership o Re-developing current Aloha Program website that will also help further integrate retail agents to acquire more niche market travelers HTJ Facebook Growth in fans during August obtaining 2,515 to reach over 103,000 fans o Utilization of Facebook Ads assisted in obtaining approximately 80% of fans this month and targeted family and travel enthusiasts Continue to obtain favorable results through investments in Facebook to increase our fans interactions via comments, likes, and shares HTJ continues these efforts and integrate this success with our other programs and campaigns such as Yokai-Watch Promotion 4

5 Media Exposure August exposure continued to receive a great amount of exposure due to coverage from both February, Late- June & July Press Tour, as well as the Monthly features about Hawaii through the BS 11 Hawaii New Discovery Print August-15 TV Radio Print Online Newspaper Total Exposure 2 N/A 3 21 N/A 26 Circulation N/A N/A 265,000 N/A N/A 265,000 *total circulation applies to print & newspaper Media Hawaii Wedding Honeymoon Zexy Overseas Wedding Date August 19 August 22 Circulation 30,000 35,000 Demographic People who will get married Parents who have baby or children Introducing wedding & Honeymoon information for Hawaii Magazine published three times a year Introducing wedding on Oahu and Hawaii Island Island Oahu Oahu, Hawaii Island, Maui, Kauai Total Page of Exposure 136 page 32 Page (Oahu: 26, Hawaii Island: 5, Maui: 1/3, Kauai: 1/3) TV Media Hawaii New Discovery TV Station BS 11 Date/Time August 6, 13 (20:00 21:00) Introducing Eat the Street Event on Oahu Time of Oahu Exposure 5

6 Online Media BEPAL Feel On Getnews Gunosy Date August 5, 12, 19, 26 August 8 August 5 August 8 Page View 100,000 11,167,000 N/A Demographi c Island General General General General including helicopter tour, hiking, souvenirs, Kauai Beach Resort, and Napali Coast Tour including Japan Airlines including Japan Airlines Kauai Oahu Oahu Oahu including Japan Airlines Media Wing Travel Daily Yahoo news Zexy app Date August 28 August 3-6 August 22 Page View 1,000 4,490,000, ,000 (Daily) Demographic Travel Trade General Women who will get married Introduction of re-opening of Waikiki Beach for public use Island including hiking on Oahu, Kualoa Ranch, Sheraton Waikiki, and Japan Airlines Oahu Oahu Oahu February Press Tour Coverage of Honeymoon possibilities while in Hawaii Upcoming projects September /25 27 Tourism Expo Japan Thank you for reading our HTJ Newsletter! Should you have any questions, please refer to our contact information below. hawaii@htjapan.jp Address: 1600 Kapiolani Blvd Suite 723 (Pan Am Bldg), Honolulu, HI Tel: (808) Fax: (808)