Editor s Message VOL.33 November 17, 2014 Market Conditions and Trends Economy Media & Consumer Trends

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1 Editor s Message Aloha! VOL.33 November 17, 2014 During the month of October, Hawaii Tourism Japan (HTJ) endorsed nine events which 45,000 consumers attended. Participated in three day travel fair Sapporo Kaigai Ryoko Fair in Chikaho, which attracted nearly 11,000 people interested in traveling abroad. To support the UltraHawaii Campaign efforts, HTJ has been able to gain support from a total of 16 wholesaler and retail agents to push these products to Japanese consumers. 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 Aggressive actions taken by the Bank of Japan to push for their 2% inflation goal has been highlighted as consumer spending continues to lag behind the April consumption tax rise Winter bonuses offered by major companies on average have reached a three year high of about $7, a +4.6% from last year March Relevant Statistics: FX Rate(JPY:USD): 106~112 Unemployment (Sep.): 3.6% Media & Consumer Trends Japanese consumer usage of smartphones has continued to develop in terms of length of time, frequency, and conformability of usage for travel related purposes Companies such as KDDI have been investing funds to further develop user experience on mobile devises through their new syn. Alliance services that merges many commonly used functions like calendars, maps, and etc. together Outbound Travel Market and Competitive Environment Efforts by JATA have been focused on drawing in more inbound travel into Japan in order to reach the 20 million goal for the 2020 Olympics Popularity of Winter illuminations in Asia can be seen as a major competitor for the Japan market - Beginning from end of October, Huis Ten Bosch in Nagasaki will start that helps draw in nearly 2.5 million people annually 1

2 Countries such as Australia have conducted research that delicious food and wine is the third most popular reason for travel and their government is funding $40 million for a 18-month Tourism Australia campaign showcasing all of the foodie experiences for 17 of their global targets Airlift Trends Market continues to adjust and contractions in air seats from regional cities such as Fukuoka and Nagoya as well as on Narita have been more frequent Fuel Surcharges (10/1~11/30) Airline Cost (1-way) JAL $135 ANA $135 HA $135 DL $135 CI $135 UA $135 KE $135 Visitor Highlights Total expenditures by visitors who came to the Hawaiian Islands in September 2014 rose 1.4 percent, compared to last September, to $1.1 billion, according to preliminary statistics released today by the Hawai i Tourism Authority (HTA). Total arrivals increased 4.1 percent to 622,163 visitors, offsetting a shorter average length of stay (-3.2% to 8.58 days). The average daily spending of $202 per person was similar to September For the Japanese market, higher average daily spending (+7.2% to $284 per person) and positive growth in arrivals (+0.9% to 135,635 visitors) led to a 2.4 increase in visitor expenditures to $217.3 million. Among the four larger Hawaiian Islands, visitor arrivals grew on O ahu (+4.5%) and Maui (+2.3%), but decreased on Kaua i (-3.5%) and Hawai i Island (-2.1%). Higher daily spending boosted visitor expenditures on Maui (+15.1% to $276.4 million), Hawai i Island (+2.7% to $132.1 million) and Kaua i (+11.4% to $104.2 million). In contrast, visitor expenditures on O ahu (-6.1% to $551.4 million) declined compared to September Air capacity to the state was up 5.6 percent to 863,609 total air seats in September Year-to-Date 2014: Higher average daily spending (+2.3% to $196 per person) contributed to a 2 percent growth in total expenditures by all visitors (by air and by cruise ship) to $11.1 billion. Total arrivals of 6,219,927 visitors (+0.5%) were on par with the first nine months of Outbound Travel: Japan National Tourist Organization announced that the estimated number of Japanese overseas travelers in September 2014 was 1,521,000, 2.1% decrease year-on-year basis and the total number of outbound travelers from January to September became 12,737,900(-2.8%). *For more information, please see and 2

3 Consumer Event During the month of October, HTJ endorsed nine events throughout Japan that highlight Hawaii through music, hula, food, and etc. allowing for additional exposure between 45,000 consumers who attended these events. Sapporo Kaigai Ryoko Fair in Chikaho (10/17-19) Participated in this three day travel fair that attracted nearly 11,000 people interested in traveling abroad Hawaii Tourism Japan utilized this as an opportunity to further promote travel from Japan from areas near Sapporo, promote our UltraHawaii promotion, and gather CRM market data from 285 consumers Able to communicate with the consumers who were mainly families and younger females to push Hawaii Worked with Hokkaido Newspaper company to secure advertisement space to promote Hawaii with the use of our new character Shaka chan that has a circulation of over 1.1 million Travel Trade UltraHawaii Campaign October Updates: To support the UltraHawaii Campaign efforts, which has extended to the end of 2014, Hawaii Tourism Japan has been able to gain support from a total of 16 wholesaler and retail agents to push these products to Japanese consumers. In order to attract consumers to come during our slow season, we negotiated with JTB to develop an UltraHawaii tour for December that is targeting to bring around 150 Japanese consumers to Hawaii. IACE Travel has been included as the main retail agent and together with JTB a total 24 different courses offered between these two companies. Hawaii Tourism Japan is actively promoting these tours through our online resources in order to support bookings for this tour. JTB Omiya Study Session (10/15) As there has been an increase interest for regional cities in Tokyo to educate their staff, Hawaii Tourism Japan was requested to conduct a presentation to the JTB Omiya staff. In total 11 counter sales staff attended to learn about the Big Island as well as Mauna Lani Bay Hotel who was also present at the study session. These opportunities, compared with our training methods, such as FAM tours and webinars, are highly effective and Hawaii Tourism Japan is seeking to continue these face-to-face educational opportunities and continue to focus on educating these agents about neighbor island products. 3

4 Aloha Program: October Updates Aloha Program is an online learning tool for the Japanese Market that was launched December It is envisioned to be used as a resource for cultivating the information and knowledge about Hawaii for the mature Japan market. The Aloha Program has a Specialist Program with three different levels (explained later in this document) where users will pay a minimum fee to take the test and also have the option of choosing which organization/business to support/donate. In return, we hope that you will be able to provide a thank you letter and potentially start a service to cater to these donators when they visit Hawaii. General Updates & Testing: Testing Level: Beginner (Kupukupu): Intermediate (Lauae) : Advanced (Hapuu) : Total Hawaii Specialist: Amount of Agents who Passed: 2,514 pax 1,082 pax 533 pax 4,129 pax These numbers represent mainly travel agents and their results from when testing started Testing from general public as well as Hawaii shops and restaurants for intermediate level began in October and advanced testing will begin in November and further PR efforts will be made Satellite Offices: Working with our Aloha Program Satellite Offices to further enhance the exposure and accurately promote Hawaii in the Japan market: Worked with HIS Osaka branch to acquire additional coverage of Hawaii through Sankei Newspaper as well as further promote neighbor islands. Article published on October 10 that circulated 560,000 copies to six prefectures in the Kansai area promoting Oahu product. Connected this shop with Kauai Visitors Bureau to attract 300 first time travelers to Kauai through Nov & Jan HIS is conducting Kauai specific display in their shop using trick-art as well as creating a special tour that highlights popular attractions and Kauai for Japanese tourists HIS Article in Sankei Newspaper Trick Art Display at HIS Osaka Shop HIS Osaka Kauai specific product Aloha Program Education Planning to conduct an Aloha Program FAM tour for Advanced Specialist during December 14 to 19 Aiming to conduct first Aloha Program Webinar for 100 intermediate and advanced Hawaii specialist on November 20 Hawaii Time 4

5 Public Relations HTJ Media Event and Study Session (10/2-3) Media Event (10/2) Hosted Media Seminar, Workshop and Reception event that brought together 72 media representing our major target markets Utilized this as an opportunity to inform about upcoming trends and ideas for promoting Hawaii, our direction for 2015, as well as reveal our new character Shaka-chan to these attendees that focus on featuring Hawaii 20 of our invited partners attended to provided updates regarding their company, network, and discuss future plans with the media attendees Study Session (10/3) Study session hosted by HTJ provided an opportunity for 19 of our partners to receive updates about the Japan market in relation to current trends relating to Current Japanese Wedding Ceremony trends, Overseas Wedding Trends, and travel style for younger travelers Coordinated to have speakers from Recruit, trippiece, and Tabippo to provide insight about the Japan market HTJ Facebook HTJ Facebook has reached over 64,000 Facebook fans as of October 2014 and will continue to attract and stimulate engagement from our fans through appealing photos and content. Facebook Ads will be applied next month to help stimulate fan growth with an anticipated additional growth of around 3,700 fans. Media Exposure HTJ October Media Exposure The following represent the normal coverage and UltraHawaii coverage received in the month of October Still in the process of tabulating the continued post-marketing efforts from Arashi Blast in Hawaii event for the month of October Beginning in November, Hawaii Tourism Japan will be working with our media contacts in developing new story angles from people s perspective to better relate with consumers Oct-14 TV Radio Print Online Newspaper Total Exposure Circulation N/A N/A 100,000 N/A 1,128,771 1,228,771 *total circulation applies to print & newspaper 5

6 Newspaper Media Ibaraki Shinano Mainichi Sanyo Shimbun Hokkaido Shimbun Shimbun Shimbun Date Aug. 16 Aug. 28 Aug. 9 & 23 Oct. 17 Circulation 123, ,258 91,030 1,128,771 Demographic General General General General Feature Introduction of Introduce Kilauea Park Introduce History of Introduce Shaka Chan Pacific Tsunami Museum Oahu and Kona Coffee Farm Feature Island Hawaii Island Hawaii Island Oahu & Hawaii Island Hawaiian Islands Total Page of Exposure 1/6 Page 1/8 page 1/2 page 1/15 page Print Media Ibaraki Shimbun Hula Lea Date Sep. 29 Oct. 11 Circulation 8, ,000 Demographic Travel Trade Media Women who like Hula and Hawaiian Culture Feature Introduction of HTJ marketing Plan, MICE, Introduction of Aloha Program wedding promotion, Shaka chan, and HTJ tools Feature Island Hawaiian Island Hawaiian Island Total Page of Exposure 8 Page 1/9 page 6

7 Online Media World Beach Guide Wing Travel Daily Travel Voice Date Oct. 23 Oct. 3 Oct. 3 Page View TBA 1,000 TBA Demographic Beach lovers Travel Trade Online General Magazine Feature Introducing Xterra Kualoa Ranch Trail Run Introduce HTJ marketing and Oct. Media Event Introduce HTJ marketing and Oct. Media Event Feature Island Oahu Hawaiian Island Hawaiian Island Upcoming projects November 11/4 JTB Travel Get Yurakucho Hawaii Study Session 11/6-13 Hawaii Tourism Japan Influence Press Tour ( Hawaii Island, Kauai, Oahu) 11/12-16 China Airline FAM Tour Oahu 11/17 World Air-Sea Service Osaka Hawaii Study Session 11/18 & 11/20 Mahalo Seminar & Reception (Osaka 11/18 & Tokyo 11/20) 11/19 Wedding Committee Gathering 11/28 JATA Ehime Soratabi Workshop and Information Exchange 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)