Hawai i Tourism Europe Market Update

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2 Hawai i Tourism Europe Market Update Amanda Hills CEO Hawai i Tourism Europe amandah@hillsbalfour.com Alex Perez Sales & Marketing Manager Hawai i Tourism Europe alexp@hillsbalfour.com

3 Your Europe Team

4 Your Hawai i Tourism Europe Team Amanda Hills CEO Jonathan Sloan MD Rosina Williams Sales & Marketing Director Amy Scott PR Director Niamh Walsh Sales & Marketing Manager Alex Perez Sales & Marketing Manager Emma Morgan Sales & Marketing Executive Jasmine Rushton Senior PR Manager Libby Allan Senior PR Executive 4

5 Your Hawai i Tourism Europe Team Lindsey Thorpe MCI European Manager Annabelle Michaux Director, France Office Ralf Lieb MD, German Office Sabrina Hasenbein PR Manager, German Office Katharina Dorr Sales & Marketing Manager, German Office 5

6 Market Intelligence

7 European Market Update UK is the largest market for vacation visitors to the US, with an anticipated 3,281,000 travellers by 2020 UK economy will grow by 1.7% this year and a further 1.5% in 2018 (IMF) German economy will grow by 1.5% this year and a further 1.8% in 2018 (Reuters) In 2016, the German outbound travel market grew to a total spending of 86 billion for leisure trips European bookings to Hawai i are made very early, months prior to their trip Culture and authenticity are one the most important reasons for visiting a destination for European travellers Long haul travel from France grew by +12% in the first quarter of

8 European Travel Environment Europeans are staying longer and spending more Value for money is key Safety and security In 2016, trips of +16 nights grew at a higher rate than trips of 1-7 nights Exchange rate Authentic experiences 8

9 European Current Travel Trends Long haul holidays Intrepid over 55s Bespoke tours Increasing demand for active and adventurous holidays Active holidays Sharing economy 9

10 European Future Travel Trends Peer to peer businesses and authentic experiences Experientialism and personalization Rewards by social media The YOUniverse Continuation of last minute living Growth in technology 10

11 The European Opportunity Accessibility and good airlift Product diversity Consumers want experiences Attractive destination for trade complex and high value Increase in twin and multi center holidays Safety and security Good infrastructure and inter-island connection 11

12 2018 Strategy

13 European Strategy Maximise European visitors contribution to Hawai i s economy by positioning Hawai i as the bucket list destination to travel to in 2018, 2019 and beyond 13

14 Our Approach Short term Trade and consumer awareness levels Safety and security Airlift and accessibility Objectives Increase awareness of unique experiences Leverage destination awareness through cultural events Consumer engagement through PR, broadcast and digital content Focus on breadth and depth of Hawai i as the hero message 14

15 Leisure Activity STAFFING EDUCATION TRADE CONSUMER PR DIGITAL/SOCIAL 15

16 Increasing Business Targeting new tour operators not featuring Hawai i Huge interest from luxury tour operators rewriting programs to include Hawai i Targeting niche tour operators Educating established tour operators on special interest and themed packages (hiking, culture, movie related, events, sports) 13 new tour operators featuring Hawai i this year 16

17 Representing the Islands Agent online training program Sales agent training MCI training and presentations Fam and press trips Trade newsletters and press releases Pitching story ideas to media Marketing campaigns Social media activations HTE fam trips to all four major Hawaiian Islands 17

18 2018 Campaign Ideas

19 Hawai i Heroes An integrated digital consumer campaign highlighting Hawai i s diversity, culture, sustainability and natural beauty through local heroes. Each hero will represent something unique about the destination to become the face of their island. Consumers will be invited to vote for their favourite Hawai i Hero and be in with a chance to experience a week in the life of their hero. 19

20 Hawai i Heroes Timing Jan March 2018 (option for Sept expansion) Target Audiences DINKs and active seniors Objectives Promote Hawai i as a culturally rich, bucket list destination which offers something for everyone Leveraging digital reach and audience to further enhance the sales driving elements of the campaign Grow consumer databases through a competition 20

21 Hawai i Heroes German Roll Out - Lonely Planet Online marketing campaign on Lonely Planet.de partnering with a tour operator as the call to action. LP will create extensive content on each island for users to read, users will then fill in a questionnaire and receive a personalised Hawai i itinerary based on their answers 21

22 Hawai i Heroes German Roll Out - Lonely Planet Timing Jan March 2018 (option for Sept expansion) Target Audiences DINKs, young adventurous travelers and active / cultural interested travelers Objectives Promote Hawai i as a Lonely Planet recommended destination Drive sales through special offers/packages provided by the tour operator 22