hawai‘i tourism canada · 2018-04-16 · hawai‘i’s percentage of outbound. canadians are...
TRANSCRIPT
HAWAI‘I TOURISM CANADA
Canada Economic Overview• GDP – very strong 2017, 3% growth, leading the G8 • Unemployment at 5.9%, lowest in 40 years• Canadian Dollar is $0.79, some economists predict $0.85 later in
2018, which is very favorable for U.S. travel • Consumer Confidence – jumped over 20 points in 2017
• Canadians are spending on travel!
Competing DestinationsWestern Canadians escaping winter• California, Arizona, Nevada, MexicoEastern Canadians escaping winter• Florida, Mexico, Cuba, Dominican Republic, Jamaica and other
Caribbean destinations
In 2017• 23.2 million visits to the U.S. for leisure, a 3.2% increase• 5.5 million visits to Europe, a 7.2% increase• 3.0 million visits to Asia & the South Pacific, a 7.6% increase• 4.5 million visits to the Caribbean, Mexico, and Central America, a
5.3% increase
Hawai‘i’s Percentage of OutboundCanadians are traveling!• 30.7 million overnight trips in 2017 to the U.S. and other
destinations, an increase of 5.6%• 23.2 million trips were for leisure• 3.2% increase in leisure travel to the U.S. vs. 2016• Travel to U.S. accounted for 61% of outbound leisure trips in 2017
compared to 70% during the peak travel year of 2013*
Hawai‘i ranks as the 7th most visited state by Canadians,** but accounts for only 2.3% of all U.S. leisure trips.*
*Conference Board of Canada **2016 Statistics Canada – all visits – FL, NY, WA, CA, NV, MI, HI
Canadian Travelers to Hawai‘i2017 Total Arrivals 518,051Total Visitor Expenditures $1,032,700,000Total Visitor Days 6,451,673Average Length of Stay 12.45 DaysPer Person per Day Spending $160Per Person per Trip Spending $1,993
Total Arrivals increased by 10.4% vs. 2016
2018 Forecasted Arrivals 530,738 (+2.4%)
All – DBEDT/HTA 2017 – Canada Statistics
What are Canadian Travelers looking for?• Most Canadians are still very price sensitive, they shop around• Value for money – All-inclusive for sun-seekers• Accessibility – Employed Canadians think in weeks of vacation (travel time is
a factor)• Multiple Accommodation Options
HTCAN to continue to reinforce... Unique Culture & Experiences Friendly & Welcoming Safe & Sustainable
Package Price ComparisonCanadians love all-inclusive!• 90% of all winter Caribbean/Mexico
visits are to Cuba, Dominican Republic, Jamaica, Mexico
• Average 2017 flight + 7 day resort price was $1,550 USD all-in, a decrease of 5.4% vs. 2016*
*Conference Board of Canada - December 2017 Package Pricing Monitor Report
Hawai‘i average of first 20 properties on OTA for Mar 17-24, flights + accommodation = $1,597
0
500
1000
1500
2000
2500
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3500
Cuba DR Mexico Jamaica Hawai‘i
EstimatedTransportation, Meals,Beverages, Activities
7 Day All InclusiveAverage per person
Airlift from Canada2017 Recap• 0.3% increase in airlift between WestJet & Air
Canada• Load factors increased to 82.8% from 75.7% in
2016
Moving Forward...• Nov 2017 to Apr 2018 – WJ & AC increasing
capacity by 17k seats• WestJet 223k and Air Canada 133k for 2018• No planned increase for remainder of year
Anticipated 7 5% increase in visitors for Winter
Airlift from Canada
• Fuel prices expected to hold or increase slightly
• Air Canada Vacations seeing more seats going to shared accommodation (Airbnb), but planes still filling
• WestJet adding flight to Maui, increasing to daily through summer 2018, but not anticipating a significant overall change
• Partners expressed concern that as air and hotel prices rise, Hawai‘i’s competitiveness with other sun destinations is further challenged
Improving arrivals of high yield visitorsRefine Positioning• Affluent Targeting – less price sensitive• Flexible schedule travelers (retirees)• Canadian Snowbirds made 1.72 million U.S.
trips in 2016• Since 2011, Snowbird trips up an average
annual rate of 9.7%• 47% of Snowbird trips are for over 60 days
• Take market share from Florida, Arizona, Nevada, Mexico, etc.
How we bring partners togetherContests • TV driven contests featuring prizing
from air and hotel partnersPromotions• Zoomer Media live radio remotes –
hotel, attractions, air partnerTradeshows• WestJet Vacations Product Expos –
multiple hotel partnersAloha Canada Sales Mission• Hotels/resorts, air partner, Tour
Operators, Visitor Bureaus
Opportunities to partnerFAMs
– Travel Trade & MediaEducation
– Webinars & TrainingConsumer Promotions
– On and Offline media, contest support, etc.Consumer & Trade Shows
– Romance/Wedding, Travel, Zoomers (50+)
Aloha Canada Sales MissionToronto, Vancouver, Edmonton - Oct 23-25
– Accommodation, Attractions, Tour Operators, Visitor Bureaus
– Over 450 Selected Travel Agents in 2017
Innovative Approaches for 2018*National Editorial, Advertising and Digital program in the Globe and Mail – Canada’s most influential business newspaper.
Multi-platform media program including magazine, digital and trade show presence plus live radio broadcast from Honolulu.
Consumer tie-in with Canada’s national cinema chain in conjunction with June release of Jurassic World 2.
*Pending HTA Approval
Innovative Approaches for 2018*Toronto Raptor Game Activation
• WOWing a crowd of 20k and impacting a national audience
• Generating excitement, database building• Tour Operator as Sales Partner• Social Media Blitz
Train with Canada’s Top Ironman in Hawai‘i!• Contest, Promotion, Social Media, etc.• Channeled through retailer with 80+ locations• Influencing Canada’s running/athletic
community, an active, affluent, traveling segment*Pending HTA Approval
Best Practice Approaches for 2018Incorporating Travel Trade Media into Agent FAMs
• Increasing FAM impact exponentially• National in printed Agent publication to 22k• “Live” social media content on Facebook, Instagram,
Twitter• Extends reach and engagement• Keeps digital archive of activity• Provides access to resources and inspires Agent
curiosity• Significant value for all supporting partners
2018 MediaThemed TV Promotions
Gotta Love Hawaii (W Network – National Coverage)History Channel and H2 (theme to be determined)28,000,000+ TV Impressions (Adults 25-54)
Additional Brand Sell Support (Fall)Vancouver, Calgary, Edmonton, Toronto
Primary Magazine Circulation700,000+
Radio Impressions (Adults 25 to 54)Vancouver, Calgary, Edmonton, Toronto10,000,000+
Promotion #1“You Gotta Love Hawai‘i Contest”
BS – Brand Sell
2018 Media Activity
2018 Digital Marketing StrategyAugment and reinforce travel intention by producing engaging content that is educational and impactful.
• Inspire travel enthusiasts• Showcase the breadth of the Hawai‘i travel
experience• Educate on rich culture and heritage
Secondary audience layer to be applied based on content:
• Family, Arts & Culture, Adventure Travel, Romance, Luxury
MICE Overview
Soon to close...• Jan 2019 – Education – Maui – Approx. 992 RN• July 2020 – Insurance – Maui & O‘ahu – Approx. 800 RN• Oct/Nov 2020 – Government – O‘ahu – Approx. 1,740 RN• Decision pending. All groups only assessing Hawai‘i.
Future Opportunities...• Apr & Sept 2020 – Financial & Medical – Maui & O‘ahu - Approx.
3,500 RN• Decision pending. Aiming to close within 3 months.
MICE OverviewHurdles for 2019 & 2020 business• Inquiries and RFP’s are being generated• Planners watching currency. A dip would have an
impact• Planners watching for political decision making
that could effect access for employees
Overcoming Hurdles• Continue opposition to any restrictive U.S. entry
policies• Keeping up with the volume of RFPs!
MAHALO, MERCI, THANK YOU!