2015 China Marketing Plan. Presented by Brenda He

Transcription

1 2015 China Marketing Plan Presented by Brenda He

2 Today s Agenda Who are the Chinese tourists likely to come to Hawai i? What How do they want in their Hawai i experience? are we doing in 2014? 2015 Strategies

3 CHINA

4 A Walk Down Shanghai s Nanjing Road

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6 Chinese Tourists Important Regional Differences Beijing, Northern China: - Heavier drinkers - More political - Warmer personalities Western China (Chengdu, Chongqing): - Newest wealth - Less sophisticated - Warmer personalities Southern China (Hong Kong, Guangzhou): Taiwan - Cosmopolitan Guangzhou - Flashy Hong style Kong Cantonesespeaking - Cantonese, more English Mandarinspeaking Chongqing Chengdu Beijing Shanghai: - Wealthy (reputation for being stingy) Shanghai

7 Our target market segments High SPENDING POWER Materialistic Want bragging rights, photo ops Small, select group Some have little education Want money-can t-buy experiences Honeymooners Upper-Middle Class Families Super Rich Educational Tourists Business Delegations Expense accounts 5-star focused Real Estate Investors Smart travelers Info hungry Seniors Visiting Family & Friends Budget conscious TRAVEL SOPHISTICATION High

8 Research Among Travelers in China

9 Among core competitors, Hawai i is the most considered destination on par with the Maldives Aided Destination Consideration (Next 2 Year Visitation) Top 2 Box Consideration: It s the only destination I would consider/ It s one of the first destinations I d consider but I might also consider others California 47% New York Hawai i 69% 51% Dubai 57% Maldives 63% Saipan Tahiti 45% 41% Australia / Statement is significantly higher/lower than Hawaii at 95% confidence level Base Those Aware: Hawaii (400); New York (193); California (208); Maldives (157); Australia (157); Dubai (167); Tahiti (163); Saipan (155) B2 Consideration: How strongly would you consider visiting the following destinations in the next 2 years? 59%

10 Hawai i s image is positive but not unique Destination Imagery Perceptual Map Unique Offers unique experiences Blue = Top Consideration Drivers Variety New York Is a place rich with culture Offers the best of everything in one place Is a place with an abundance of offerings Worth paying more for than other travel destinations Dubai The environment is clean California Is a place you feel safe and secure Australia Is a good value for the money 12.8% Family Is a place to indulge myself Is a place with a unique and desirable lifestyle The local people are friendly Tahiti Hawai i Maldives Is a place that is worth going to several times Offers great family experiences Saipan Offers great weather year round Is a place with scenic beauty Note: Yellow highlighted metrics represent top tier imagery drivers to consideration B5 Destination Imagery Perceptions: How well would you say the statement below describes each travel destination? Using the scale from 1-5 below, where 1 means it does not describe the destination at all, and 5 means it completely describes the destination." 66.4% Scenery

11 Traveler Profile Those who would Consider Hawai i (Top 2 Box) Travel Mindset 69% Compared to those who would not highly consider Hawai i... More likely to share travel experiences with others through social media Post reviews on travel websites Give family/friends trip advice Top 3 Barriers to visiting Hawaii Concerns over visas & travel requirements It's difficult for me to communicate with locals because of the language barrier Hotels, meals, transportation and other costs are too expensive once there 24% 21% 19% Preferred Type of Vacation Compared to those who would not highly consider Hawai i... More likely to prefer a vacation that is relaxing + romantic or full of outdoor activities

12 Touchpoints

13 Half of Chinese travelers use word of mouth to determine and finalize their vacation destination Touchpoints Across Stages Offline Sources Highest Usage Percent Lowest Thinking of potential destinations Gathering information and narrowing down options Making my final decision about where to go Movie or documentary 60% 47% 19% Advertisement on TV, radio, print, outdoor, etc. Articles/reviews in a magazine/newspaper TV program or news story about the destination Talk to friends/family who have visited or are familiar with the destination Advertisement or brochure received in the mail 59% 55% 24% Travel book 56% 57% 30% 55% 60% 32% 55% 61% 26% 54% 60% 50% 50% 49% 21% Travel agent 50% 59% 41% Travel convention 50% 52% 25% Destination visitor's guide 49% 57% 44% Note: Touchpoints are ranked from highest to lowest usage at Thinking of potential destinations Base: Total Respondents: (400) T1 Touchpoints Used Offline Sources: Now we'd like to know which sources you use when deciding on a vacation destination. For each of the following, please select all of the stages at which you use that source.

14 Online booking websites are often used for research and making final vacation decisions Touchpoints Across Stages Online Sources Highest Thinking of potential destinations Gathering information and narrowing down options Making my final decision about where to go Usage Percent Search engine results 59% 65% 33% Social networking site 57% 58% 26% Website for an online booking site 56% 64% 52% Online advertisement 55% 41% 16% Official destination website for a tourism agency Website with travel advice and consumer reviews 54% 62% 38% 54% 62% 38% An app for a travel website 50% 58% 34% Website for an airline, hotel, tour operator 49% 60% 35% Online Malls 42% 43% 18% Lowest Note: Touchpoints are ranked from highest to lowest usage at Thinking of potential destinations Base: Total Respondents: (400) T1 Touchpoints Used Online Sources: Now we'd like to know which sources you use when deciding on a vacation destination. For each of the following, please select all of the stages at which you use that source.

15 WOM is key for gathering information and making a decision; booking sites are used at all stages Top Tier Touchpoints Across Decision Journey Offline and Online Thinking of potential destinations T1/T2 Movie or documentary 60% Advertisement on TV, radio, print, outdoor, etc. 59% Search engine results 59% Social networking site 57% Travel book 56% Website for an online booking site 56% Gathering information and narrowing down options Search engine results 65% Website for an online booking site 64% Official destination website for a tourism agency 62% Website with travel advice and consumer reviews 62% TV program or news story about the 61% destination Articles/reviews in a 60% magazine/newspaper Talk to friends/family who have visited or are familiar with the destination Website for an airline, hotel, tour * Only top tier sources shown. Full list included in Appendix. operator 60% Now we'd like to know which sources you use when deciding on a vacation destination. For each of the following, please select all of the stages at which you use that source. 60% Making my final decision about where to go Website for an online booking site 52% Talk to friends/family who have visited or are familiar with the destination 50% Destination visitor's guide 44% Online source Offline source Both offline and online sources are used at all stages of planning

16 How we are doing in 2014?

17 Monthly Indicators -- Monthly arrival 18,000 16,000 14,000 12,000 10,000 8,000 6,000 4,000 2,000 0 JAN FEB MAR APR MAY JUN YOY 23.5% 2013Final 2014P

18 Key Performance Indicators Arrivals YOY Rate YTD O ahu 31.1% 95,130 Maui 41.6% 16,740 Kaua i 16.3% 2,349 Hawai i Island 64% 20,414

19 Key Performance Indicators % of Target* YOY Rate YTD Target Arrivals 52.5% 23.5% 80, ,650 Visitor Spending ($mil)* 53.1% 25.7% Visitor Days 52.1% 29.4% 522,237 1,001,623 Daily Spend ($pppd) 101.9% -2.9% *Targets Aug 2014 Arrows represent increments of 1%

20 Brochure Audit KAUA I Product Indicate O AHU Product 2013 YOY Rate YTD MAUI NUI US + Hawai i Product % 578 Hawaii Stand Alone Product 9 360% 202 FIT 0 72 Honeymoon 3 61 HAWAI I ISLAND Golf 4 39 Family 0 13

21 2015 Strategies

22 Understanding China Travelers --Eager to take a break & see the world Needs Travel Behavior SEE THE WORILD Satisfying curiosity and status as newly affluent & part of international travel community Acquisition mind-set TAKE A BREAK A break from hectic, polluted & crowded cities 减压 SEE THE WORILD Check-list on things to see See in-depth experiences Shopping(for self and as gifts) is integral in travel plans TAKE A BREAK Seek gateways with clean air, greenery, comfortable, no chaos Relaxing and Romantic vacations are most proffered Sharing stories & advice is common

23 Understanding China Travelers--- Crucial to cater to evolving needs as they rapidly gain travel experience International Travel Experience: Type Travel Needs Show me the way Be taken care of Security Visa-Processing Comfortable & hassle-free Recommendations on things to see & do Trip Planning Package tour Taking more control of trip planning Opportunities There is demand for mono-destination trips Demand for customer service & content Freedom & flexibility to do what they want Going beyond the surface Customization FIT, fully autonomous in trip planning Customers are loyal & seek personalized services

24 Strategies 1 Strengthen value -notion by raising awareness of in-depth experiences Raise Awareness RAISE INTEREST THROUGH WORD OF MONTH AND SHARING AMONG FAMILY AND FRIENDS SHARPER STORY - TELLING Strengthen Perception Of Value Highlight in-depth experiences Showcase concentration of offerings Romantic scenery Beach activities Culinary offering Shopping offering Unique offering of each Hawai i s island Satisfies need for a relaxing & meaningful break that is value-formoney Worthwhile to come back and discover more

25 Strategies 2--Improve Chinese travelers Travel experiences in Hawai i

26 Digital Marketing in China Unforgettable Experience in Hawaii 2015 Target

27 Mahalo! 谢谢!