Hawaii Tourism Japan Spring Update. March 7, 2012

Transcription

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2 Hawaii Tourism Japan 2012 Spring Update March 7, 2012

3 Present Condition of the Japan Market Changes in Visitor Numbers Air Lift Market Environment Consumer Trends

4 ,500,000 Changes in Visitor Numbers Visitor Numbers 2,000,000 1,500,000 1,000,000 Visitor Numbers 500, Share 2008 Share 2009 Share 2010 Share 2011 Share Total Visitor 1,296,421 N/A 1,175,199 N/A 1,168,080 N/A 1,229,762 N/A 1,176,546 N/A First Timers 43.70% N/A 42.30% N/A 42.10% N/A 41.70% N/A 41.3% N/A Repeaters 56.30% N/A 57.70% N/A 57.90% N/A 58.30% N/A 58.7% N/A Package Trip 1,057, % 936, % 904, % 916, % 852, % No Package 239, % 238, % 263, % 313, % 323, % Net True Independent 177, % 183, % 222, % 265, % 282, %

5 Air Lift Airport Airline Company Schedule Flights Narita International Airport Departure Time Departure Time Departure Time Aircraft(Seat No.) JAL Everyday 3 19:45 21:00 22: (210 seats) ANA Everyday 1 21: (202 seats) Delta Airline Everyday 3 18:55 20:05 21: (298 seats) United Airline Everyday 1 19: (328 seats) China Airline Weekdays 1 19: (397 seats) Haneda International Airport Kansai International Airport Central Japan International Airport Fukuoka International Airport Incheon International Airport JAL Everyday 1 22: (328 seats) ANA Everyday 1 0: (202 seats) Hawaiian Airline Everyday 1 23: (267 seats) Delta Airline Everyday 1 20: (298 seats) JAL Everyday 1 21: (328 seats) Hawaiian Airline Everyday 1 21: (252 seats) JAL Everyday 1 22: (210 seats) Delta Airline Everyday 1 20: (210 seats) Delta Airline Tuesday Thursday & Sunday 1 20: (209 seats) Hawaiian Airline Everyday 1 21: (210 seats) Asiana Airline Thursday & Sunday 1 20: (330 seats) Hawaiian Airline Tuesday, Thursday, Saturday, & Sunday 1 22: (252 seats) Korean Airline Everyday 2 19:00 21: (384 seats)

6 Not Confident Not Confident Present View Present View Confident Confident Consumer Attitude People who feel uneasy about the future have increased Men & Women ages Men & Women ages My future is... My future is... (%) Gloomy Bright (%) Gloomy Bright Increase in anxiety about the future Results from a study by Hakuhodo Institute of Life and Living of 3500 men and women ages 18-69

7 Doesn t have Doesn t Have Time to Spare Time to Spare Does have Does have Consumer Attitude People are slowly becoming unable to spare time and money Men & Women Ages Men & Women Ages Money to Spare Money to Spare (%) Doesn t have Does have (%) Doesn t have Does have Increase in people who don t have money to spare Results from a study by Hakuhodo Institute of Life and Living of 3500 men and women ages 18-69

8 Consumer Attitude People who have traveled abroad has increased, but the frequency is a declining trend People are saving funds for traveling, but there is no urgency to travel now % Ten year change in travel thinking I have traveled abroad Within the last year I went on a trip abroad I am saving up to go on a trip I want to spend money on a trip Results from a study by Hakuhodo Institute of Life and Living of 3500 men and women ages 18-69

9 Consumer Attitude After the earthquake disaster, demand of traveling to cheap close by locations have recovered, while Hawaii is still on course to recover Travel Destination Revitalization Index Destination with good conditions to send visitors Destination with bad conditions to send visitors Hawaii is still on course to recover Decline from East Japan Earthquake Survey of travel market trends by JATA of 280 travel agents companies Dec. 2011

10 Consumer Attitude For many consumers who have reduced disposable income with the desire to travel, even if the destination is close, traveling seems to be a distant dream (no sense of urgency). We must make sure our approach is not too fragmented or too broad in order to implement an optimal match between what Hawaii can offer with the different travel needs of consumers.

11 The Approach From strong image and branding to a new degree shift 01 Change from I want to go to Hawaii to I want to be in Hawaii now 02 Developing promotions that stress this change 03 RESULT INTEGRATION SYNERGY PASSION

12 Marketing Initiatives

13 Communication Strategy 誰しも癒す自然の島々 ハワイアンアイランズ

14 Island Posters Oahu: Exhilarating Diversity Big Island: Feel the energy of the land Kauai: Cleanse your spirit Maui: Immerse yourself in romance

15 Other Colleterals

16 1 st Qtr Activities

17 2012 Kick off Seminar (Tokyo & Osaka) HTJ Kick-Off Seminars were held at Hilton Osaka in Osaka on February 1 and at The Prince Park Tower Tokyo in Tokyo on February HTJ Marketing Strategy Updated information of Hawaiian Islands Updated information of Hawaii Industry partners

18 2012 Kick off Seminar (Tokyo & Osaka) Osaka: Tokyo: AM: 113 pax PM: 74 pax AM: 150pax PM: 119pax

19 HTJ Media Event (Tokyo) HTJ Media Event was held in Tokyo on 2/7 Media attendee: 133 Partners: 16 companies 2012 HTJ Marketing Strategy Updated information of Hawaiian Islands Participating Partner Introduction

20 Educational Blitz -JTB World Vacation (2/14) Focus on Neighbor Island, Planning & Marketing staff -Hankyu Express (2/16) Focus on all Islands, Area Managers -JALPAK (2/17) Focus on Neighbor Island, Reservation & Operation staff

21 FAM Tour -JATA Kyushu FAM tour 1/8-1/11 Oahu visit -OHPC Maui/FAM tour 2/29-3/2 Maui & Oahu visit

22 Marketing Initiatives 1.Co-op Promotion 2. Media Exposure 3. Event Promotion 4. Online Marketing

23 Co-op Promotion

24 Public Relation- Magazines

25 Public Relation-Radio

26 Public Relation-Radio Cross Media promotion Radio TV Website

27 Events

28 Online Marketing Relaunching Travel Trade, Media related Website

29 Online Marketing Social Media Program

30 Kyushu-Hawaii Campaign

31 Kyushu-Hawaii Campaign

32 Travel Trade Initiatives

33 Travel Trade Initiatives Seminars & Workshops A. Seminars a. Marketing presentation (February) b. Seminar for new company employees / Support Hawaii meeting (In May/Osaka, Nagoya & Tokyo) B. Workshops and Mahalo Reception (planned for Nov.) C. Study Tour of Each Island a. Big Island (planned for June) b. Kauai (planned for July) c. Maui (planned for Aug.) D. Educational Blitz d. Oahu (planned for Finalizing annual schedule based on wholesalers' Sept.) date request and theme. Will advise you shortly.

34 FAM Tours FAM Tours A. Hawaii Tourism Japan Sponsored FAM Tours a. Different themes b. Matching themes with participants B. FAM Tour and Support a. Airline companies b. Travel companies April April HTJ Neighbor Island FAM (Kauai 2-nights & Maui 2-nights) May May 8 (Fukuoka), May 10 (Osaka), May 11 (Nagoya), May 14 (Tokyo) HTJ/HPCE Seminar & Workshop for Beginner June TBA October TBA China Airlines FAM (Neighbor Island/TBA + Oahu) Korean Airlines FAM (Neighbor Island/TBA + Oahu)

35 Online Resources Online Training A. Hawaii Tourism Japan Website B. On-Demand Training Tour a. General information of each island b. Hawaii partner information c. Presentation style (PowerPoint) d. Movie (inspection style) C. Live Training a. New information

36 Approach for Leisure Market Seasonality (Planning) Health & Wellness Americans with Disabilities Act Rehabilitation Sports Sports Events Training

37 MCI Initiatives Approaches A. Sales Calles with MCI section of wholesalers(every month) B. Sales Calls to potential MCI groups (Every month) C. Developing MCI Collaterals & Training D. Coordinating Tools Educational Blitz E. Hearings from MCI section of travel As agents an incentive program, Japanese travel agents are looking for Recognition from Hawaii and community...how important the MCI business is for Hawaii" and provided the following requests: Pre-clearance of immigration at Japan Express group lane at immigration of Honolulu Airport (like Thailand) Recognition greeting from Governor/Mayor/HTA

38 Approach for MCI Sports Sports Events Training Camps Exhibition Matches Athlete Interactions Entertainment Concert Fan Group Product Development

39 Contact Information

40 Hawaii Office 1600 Kapiolani Blvd, Suite 723 Honolulu, Hawaii TEL: (808) FAX: (808) Website: For any questions/inquiries and press releases, please contact

41 MAHALO!