hawke’s bay tourism update - wordpress.com · 27.06.2018  · • significant investment...

Hawke’s Bay Tourism Update June 2018

Agenda

• HBT funding and HBRC

• What are the stats telling us?

• Marketing activity

• Seasonal campaigns plus partnerships

• Website update

• What’s next?

Funding changes

HBT Budget

• $1.52m 2018/2019

• $1.52m 2019/2020

• $1.52m 2020/2021

Subsequent funding levels to be reviewed through the 2021-2031 Long Term

Plan process.

Resolutions• Adjust the rating split to become more

weighted to the commercial sector.

• HBRC requests that HBT examine levels of accommodation in private homes to differentiate

rating levels for accommodation providers based on occupancy rates.

• Requests that HBRC staff work with HB Tourism to investigate the possibility of introducing a

bed tax via enabling legislation to support the activities of HB Tourism.

• Invites HBT to better support Māori tourism in Hawke’s Bay.

• Encourages HBT to actively promote the Living Wage amongst its members.

So, what are the stats telling us?

Latest stats year end April 18

Hawke’s Bay

$632m visitor spend

+ 4%8% GDP

Overall nights spent in

Hawke’s Bay -0.5%

Commercial Accommodation

+1%1.474m nights

Private Household stays-1%

2.944 m nights

Seasonal GrowthOver three years -

Summer + 6 %Autumn +14%Winter +29%Spring +28%

CAM stats only

-

50,000.00

100,000.00

150,000.00

200,000.00

250,000.00

300,000.00

350,000.00

400,000.00

450,000.00

500,000.00

2015 2016 2017 2018

Summer Autumn Winter Spring Linear (Autumn) Linear (Winter) Linear (Spring)

2017 vs. 2018

Summer -3 %Autumn +8%Winter +9%

Spring +10%

CAM stats only

Air DNA

-

500,000

1,000,000

1,500,000

2,000,000

2,500,000Air BnB Revenue June 2016 – May 2018 - Napier and Hastings

Total Monthly Revenue

Air BnB

0

100

200

300

400

500

600

BOOKED PROPERTIES – NAPIER AND HASTINGS

What have we been doing?

Campaign activity

• Autumn campaign concluded in mid May

• MiNDFOOD partnership

• Winter F.A.W.C! campaign ran throughout April and May

• Winter campaign commenced early June

• Tourism NZ-led North Island Touring Campaign commenced 18 June –

focusing on Spring travel

• Significant investment – substantial presence in a premium publication

targeting our ideal visitor

• 11 consecutive pages of Hawke’s Bay content in total – includes advertising

support from several members

• Bonus digital material on mindfood.com and social media reach

• Covered off Winter F.A.W.C!, experiences, accommodation, dining

• High quality editorial and imagery has ongoing use throughout our channels

MiNDFOOD partnership

Winter campaign

• Lots of video – Facebook, Instagram, TVNZ, YouTube

• Digital banners – targeted to regions and behavioural (i.e. travellers)

• Native advertising – ‘suggested reads’ plus ‘sponsored articles’

• Social – link posts on Facebook, using our editorial to create interest

• Billboard near Wellington Airport

• All focused on pushing people to hawkesbaynz.com/winter

Media schedule

Winter Indulgence

City Escape

Country to Coast

• Collaborative campaign with 8 other RTOs, led by Tourism New Zealand

• Targeting Australians living on Eastern Sea Board

• Promotes four road trip itineraries, including Pacific Coast Highway

• Extensive media buy – mid June to end August: $1.5million

• Supported by trade and PR campaigns

• HBT investment of $25k

North Island Touring campaign

• Investment in developing a strategy for producing website content that

aligns with our target audience needs.

• CONTENT THEMES

• CONTENT FORMATS

• TONE OF VOICE

• Lives on website, but aggressively pushed through owned and paid channels

Content is king

Hot tips for visitors

• We need your intel – lots of it.

• What’s new or noteworthy? What’s in season? What have you discovered?

• Doesn’t matter how big or small, we want to hear about it all.

• Send it to our content editor, Lucy Damen

• lucyd@hawkesbaytourism.co.nz

• 021 440 782

www.hawkesbaynz.com

Key website stats

• April / May / June = website traffic + 29% YOY• Key markets

• Auckland up 30% • New Plymouth down 12%

• Hamilton up 40% • Palmerston North up 30%

• Tauranga/Rotorua up 12% • Wellington up 99%

• Taupo up 43% • Christchurch down 26%

• International flat (Australia & UK down, US & Canada up)

Make the most of your listing

• Quality photos – absolutely critical

• Make use of all available fields

• Review content each season

• Load your Hot Deals for extra profile

• You can link events to your listing

The Hawke’s Bay Playlist

https://www.hawkesbaynz.com/playlist/playall

Hawke’s Bay Playlists

• Have you created a Playlist for your

business?

• Send to guests prior to arrival.

• Add events to show them what’s on

when they are visiting.

Trade Marketing

Trade Activity

• RTO Inbound Operator & Tourism NZ Training

• Explore Auckland – 11 Operators attended VIDEO

• TRENZ Dunedin – 10 Operators to attend

• MEETINGS Auckland – HBT, NCC, Nimons

• TNZ Roadtrips Campaign Australia – Brisbane/Melbourne/ Sydney

• Log on to the operator database

• Click “register for Explore”

• Choose your offer

• Set conditions

• Save and submit for approval

The Explore programme supports international travel trade and media visiting on independent trips.

What’s next?

• Business Continuity Planning – 25 July

Civil Defence and Business Central

• Social Media and Marketing Strategies – 7 August

Tomahawk

• Revenue Management and Working with OTA’s – 14/15 August

Booking.com

• How to work with China?- August 22 or 29

Latipay and NZ Translation Centre

Winter Workshop dates

Hawke’s Bay Tourism Awards

• Four categories: Accommodation, Visitor Experience, Essence of

Hawke’s Bay, Culture & Heritage

• First round submissions open now – close Wednesday 4 July

• Finalists announced Monday 9 July

• Finalists’ full submissions due 30 July; meet with judges 6-17 August

• Awards evening Wednesday 5 September at Black Barn Vineyards

Events coming up

• Winter DECO Weekend 13-15 July

• Tourism Export Council (TECNZ) Conference 8-9 August

• HB Tourism Awards 5 September

• CHB Spring Fling September - October

• HB Arts Festival 15-28 October

• Summer F.A.W.C! 2-11 November

• F.A.W.C! Day Out 3 November

• Hospice Holly 8-10 November

• Hawke’s Bay Wine Auction 10 November

Hawke’s Bay Tourism Visitor Plan2018 - 2021

• A revised visitor plan for Hawke’s Bay

• Destination Marketing and Destination Management

• We want your feedback

Thank you for all your support!