Hawai i Tourism Canada (HTCAN)

Transcription

1 Hawai i Tourism Canada (HTCAN) Susan Webb President VoX International susan@voxtm.ca

2 Hawai i Tourism Canada Team

3 Session overview Canada Economic / Political Environment Industry Trends Our Target Market & Why/New Technologies What You don t already Know What You can Expect from our MCI Market 2018 Brand Management Plan Highlights

4 Canada s Economic & Political Environment 6

5 Canada s Economy 10th largest world economy by GDP Estimated $33 trillion in natural assets Currently very strong, annualized rate of GDP expansion of 4.5%, highest growth since 2002, 50% faster than US economy Canada leads the G7 in GDP growth Canadian dollar worth just below $0.82 US, up over $0.12 since Jan 2017 as low as $0.73 in April (was $ 1.03 USD in 2012) 7

6 Economic Environment The Loonie is on the Rise $$$ 6.3% unemployment, lowest in 9 years (US is 4.3%) Financial systems (based on British) considered conservative & solid, desirable for foreign investors Vancouver & Toronto - world s #1 & #3 fastest house price percentage increases since March 2016, ahead of Sydney, New York, Hong Kong, Tokyo, Los Angeles, London... * However... *Source: Corelogic March

7 Economic Environment Risk to Canadian economy if trade protectionism increases GDP growth expected to recede to 1.8% growth for next several years Interest rates going up for first time in 7 years (1%) Canadians carrying heavy individual debt load Economic strength is too closely tied to the price of oil 9

8 Canada s Political Environment Justin Trudeau Liberal Party of Canada Idealism, youthful energy, father s legacy, popularity only at 42%* Canada s revitalised international profile & re-engagement Canada is liberal - political centre/left Alberta tends to be Canada s most right wing province * Source: Forum Research August

9 Industry Trends Impacting our Market 11

10 Industry Trends impacting our Market Pent up travel demand Strong domestic (and US) travel interest and results* Decreased sensitivity toward international events Consumer confidence, willingness to spend *Source: Conference Board of Canada Outbound Report July

11 Industry Trends impacting our Market Travel Agent (home based and store front) resurgence, but... Mobile bookings beyond flights and hotels + Tour operators offering 24/7 access - excursions, restaurants, etc. Costco Travel is an increasingly strong disruptor now offering 2% off travel for Executive Members New ULC airlines being introduced (WestJet/Flair) 13

12 The Sharing Economy in Canada Cities making deals with Airbnb, Uber and more Points of no return Loyalty Programs Aeroplan discontinued Air Canada taking over program PC Travel & Shopper s Drug Mart alignment 14

13 More Industry Trends impacting our Market Show me more! Images, videos, and virtual reality at all stages of planning and travel Instagram & Snapchat preference for visuals over words Culinary & Wellness Tourism Foodie tourism growing Greater interest in single/solo travel options Multigenerational Travel still strong Personal curated travel - experiential travel itineraries 15

14 Our Target & Why 16

15 Our Target Market & Why Canadian Travel Habits 8th most avid travelers in the world* 7.1M Leisure Trips to the USA ** Caribbean & Mexico 3.2M Europe 2.2M Asia & South Pacific 1.7M Source: *Timetric & Global News.ca **Conference Board of Canada January to June - August Outbound Report 17

16 Our Target & Why Demographic Description Hawai i 78 % of Canadian Visitors years + 18

17 Our Target & Why Demographic Projection Aging Population Shift in demographics % increase in % increase in

18 The World is Waking up to Zoomers Baby Boomers with Zip Active, healthy lifestyles 70 is the new 55 Adventure, culture, food 15.8 million Canadians are 50 years + More seniors than kids under 16 Retiring younger Snowbirds younger Zoomers hold 70% of wealth $ 1 trillion to be inherited in next 15 years They love to spend time with family Multigenerational travel Zoomers love to Travel 73 % plan out of country trip this year 40 % plan two trips 35 % plan four trips Bucket list, influenced by friends, go back to where they love 20

19 Who is our Target? Demographic Description Affluent, white collar occupations, 54% upper management Well educated, 62% post secondary diploma or degree 79% married, 37% children at home Source: Numeris RTS Media Research August

20 What do they like to do when they travel? Event-Oriented theatre, festivals, music Physically Active cycling, workouts, camping, canoeing/kayaking Hobbies travel, gardening, photography, golf Target looking for meaningful experiences vs. materialoriented / status seeking travel Target travels for longer and spends more when they do Source: Numeris RTS Media Research August 2017 & Mintel Statistics Canada 22

21 Where do they live in Canada? 75% of Canadian visitors to Hawai i from Western Canada 41% British Columbia 34% Alberta, Saskatchewan, Manitoba 20% from Ontario Eastern Canada represents huge opportunity 23

22 Segments we are developing Romance Weddings, Honeymoons, Anniversaries MCI Incentives Cruise, pre and post Longstay/Snowbirds Multigenerational Travel Bucketlisters Off season travelers 24

23 New Technologies 25

24 Canada is very social Facebook - #1 social media platform for our target audience Continue to refine content posts and audience targeting based on response Utilising HTCAN social media to provide information, connect consumers to Destination Specialists 26

25 What you don t know about Canada market 27

26 Did you know??? Canadian invented Hawaiian Pizza (Sorry?) Canadians tend to apologise for everything Canada has an official policy of multi-culturalism Toronto is considered (by some) to be the most multicultural city in the world with 200 ethnic groups and 140 languages Toronto is 4th largest city in North America by population Canada is over 5,500 miles wide, has 6 time zones, and is 30% bigger than Australia 28

27 And there is more you may not know about Canucks Bilateral trade between Canada & USA in 2016 was $301 million USD -- accounting for 42,300 jobs in Hawai i* Canada imported $2 million live bees from Hawai i in 2016 Hawai i imported $2 million in whisky from Canada in 2016** *Source: US Bureau of Economic Analysis - **Agriculture Canada 29

28 MCI Market 30

29 Canada s MCI Market Expecting good growth and booking commitments resulting from 2017 leads Continued healthy demand from Canada Medical, Financial, Energy segments 55% of planners predict favorable budget/spend in 2018, up 10% from the last quarterly report* Concerns - impact of proposed travel bans, & safety and security issues, hotel rates *Source: Meeting Professionals International s August 2017 Report 31

30 2018 Brand Management Plan 32

31 Highlights of our 2018 Brand Management Plan Travel Trade Continue strong 2017 momentum More Travel Trade Training (face to face & webinars) Key Partner Trade FAMS Aloha Canada Sales Mission

32 Highlights of our 2018 Trade Plan Trade Shows & Product Launches Continue to strongly promote HDSP Tactical use of travel trade media (e-blasts, updates, editorial, ads) Proactive business building with key partners 34

33 Highlights of our PR 2018 Plans Public Relations Support FAMS for targeted or influential journalists Themed Group Media FAM Trips News Releases & Media Newsletters Media Events Media Monitoring 35

34 Highlights of our 2018 PR Plan Themes to promote with media History/Culture, Festivals & Events, Cuisine, Music Outdoors/Nature Volcanoes, Beaches, Rainforests, Sea Cliffs Romance Weddings, Honeymoons, Anniversaries Adventure/Recreation Sport Participation & Events Luxury Spas, Resorts, Wellness, Cruises Family Multigenerational Trips, Reunions 36

35 Highlights of our 2018 PR Plan Public Relations Group Media Fam Trips Family Travel to Maui & Moloka i Culture, culinary, outdoor activities, and more Culture & Culinary the diversity of O ahu coupled with the untouched beauty of Kaua i Outdoor Adventure Active adventures on the island of Hawai i & Lāna'i 37

36 Highlights of our 2018 MCI Plan Experience Aloha Business Exchange 2018 More MCI Fams Tactical use of MCI trade media (Ignite & M&IT vehicles) Continue to pitch editorial Hawai i supplements and online presence PMCA Canadian Innovation Conference Nov 2018, Victoria BC Sales calls, MCI events, consistent presence 38

37 Highlights of our 2018 Consumer Plan More Co-op Campaigns Continued combination of on + offline advertising + media, Public Relations / Promotions + select consumer engagements Reinforced with strong trade support, training Robust co-operative initiatives with key partners Lei Day Activations Consumer activations & travel shows Brand USA Movie Canada Music Week

38 Highlights of our 2018 Consumer Plan Toronto Raptors vs. LA Clippers Game Activation Sunday March 25 Canada s Basketball team Raptors GM Bobby Webster Iolani Graduate Partner with RedTag.ca (TravelBrands) 20,000 in attendance, plus national TV impact Entertainment, prizing, activities, media, material distribution Social media promotion 40

39 Highlights of our 2018 Consumer Plan The Zoomer Market Hawai i 5-0 Celebrate Your 50th Birthday in Hawai i! National Promotion with Zoomer Media, 73% of Zoomers plan an out of country trip each year! Radio Broadcasts, Magazine Executions, Digital & Social, editorial 41

40 Highlights of our 2018 Advertising Plan Advertising Targeted Magazine Support Lifestyle segments identified by HTA Newspaper (Digital & Print) New Initiatives Native advertorial and advertising package in Globe & Mail, Canada s most prominent national and business newspaper (our Wall Street Journal) Digital support of high profile Globe Alliance websites focused on Western Canada National Medical Association publications 42

41 Highlights of our 2018 Social Media Plan Create/monitor basic content as well as community Two additional initiatives are planned: Targeting Influencers Canvas or new ad unit (creative executions) 43

42 Highlights of our 2018 Advertising Plan Television 4 6 Themed Television Promotions Higher media weight in Western provinces, particularly BC TV concentration in Winter (extending 2017 campaign activity) & Fall (building momentum for 2019) Year-round support in Print and Digital (Search & Social) Display advertising generated through conventional media negotiations 44

43 Entertainment Tonight Canada Broadcasting Hawai i Week this week across Canada! Presents Hawai i as a must-visit destination Hosted 5 part series visiting 5 islands Themes: adventure/activities, culinary, high-end accommodation, Hollywood & Hawai i, etc. National contest with microsite, extensive promotion, social media engagement WestJet Vacations key partner 45

44 THANK YOU MAHALO MERCI 47