introduction · 2018-02-12 · introduction. #gta2017. andrew koh. managing director. hawai‘i...
TRANSCRIPT
![Page 1: Introduction · 2018-02-12 · Introduction. #GTA2017. Andrew Koh. Managing Director. Hawai‘i Tourism Taiwan. andrewkoh@hawaiitourism.com.tw Rebecca Chen. Assistant Manager . Hawai‘i](https://reader034.vdocuments.us/reader034/viewer/2022050308/5f70446a54ea9110ba636c3d/html5/thumbnails/1.jpg)
![Page 2: Introduction · 2018-02-12 · Introduction. #GTA2017. Andrew Koh. Managing Director. Hawai‘i Tourism Taiwan. andrewkoh@hawaiitourism.com.tw Rebecca Chen. Assistant Manager . Hawai‘i](https://reader034.vdocuments.us/reader034/viewer/2022050308/5f70446a54ea9110ba636c3d/html5/thumbnails/2.jpg)
Introduction
#GTA2017
Andrew KohManaging DirectorHawai‘i Tourism [email protected]
Rebecca ChenAssistant Manager Hawai‘i Tourism [email protected]
![Page 3: Introduction · 2018-02-12 · Introduction. #GTA2017. Andrew Koh. Managing Director. Hawai‘i Tourism Taiwan. andrewkoh@hawaiitourism.com.tw Rebecca Chen. Assistant Manager . Hawai‘i](https://reader034.vdocuments.us/reader034/viewer/2022050308/5f70446a54ea9110ba636c3d/html5/thumbnails/3.jpg)
Overview 2017 market conditions Competing destinations Airlift Target audience profile 2018 BMP Partnership opportunities Q&A
Presentation overview
#GTA2017
![Page 4: Introduction · 2018-02-12 · Introduction. #GTA2017. Andrew Koh. Managing Director. Hawai‘i Tourism Taiwan. andrewkoh@hawaiitourism.com.tw Rebecca Chen. Assistant Manager . Hawai‘i](https://reader034.vdocuments.us/reader034/viewer/2022050308/5f70446a54ea9110ba636c3d/html5/thumbnails/4.jpg)
#GTA2017
Overview of 2017 market conditions
![Page 5: Introduction · 2018-02-12 · Introduction. #GTA2017. Andrew Koh. Managing Director. Hawai‘i Tourism Taiwan. andrewkoh@hawaiitourism.com.tw Rebecca Chen. Assistant Manager . Hawai‘i](https://reader034.vdocuments.us/reader034/viewer/2022050308/5f70446a54ea9110ba636c3d/html5/thumbnails/5.jpg)
5#GTS2017
Market indications - GDP
0.72
1.5
2.11
0
0.5
1
1.5
2
2.5
2015 2016 2017
Economic Growth Rate (YOY)
![Page 6: Introduction · 2018-02-12 · Introduction. #GTA2017. Andrew Koh. Managing Director. Hawai‘i Tourism Taiwan. andrewkoh@hawaiitourism.com.tw Rebecca Chen. Assistant Manager . Hawai‘i](https://reader034.vdocuments.us/reader034/viewer/2022050308/5f70446a54ea9110ba636c3d/html5/thumbnails/6.jpg)
6#GTS2017
Market indicators – unemployment rate
3.78
3.92
3.78
3.7
3.75
3.8
3.85
3.9
3.95
2015 2016 2017 (as of July)
Unemployment Rates
![Page 7: Introduction · 2018-02-12 · Introduction. #GTA2017. Andrew Koh. Managing Director. Hawai‘i Tourism Taiwan. andrewkoh@hawaiitourism.com.tw Rebecca Chen. Assistant Manager . Hawai‘i](https://reader034.vdocuments.us/reader034/viewer/2022050308/5f70446a54ea9110ba636c3d/html5/thumbnails/7.jpg)
7#GTS2017
Market indicators – currency exchange
Currency (USD vs TWD)
2015 31.91
2016 32.33
2017 (as Sept.) 30.06
![Page 8: Introduction · 2018-02-12 · Introduction. #GTA2017. Andrew Koh. Managing Director. Hawai‘i Tourism Taiwan. andrewkoh@hawaiitourism.com.tw Rebecca Chen. Assistant Manager . Hawai‘i](https://reader034.vdocuments.us/reader034/viewer/2022050308/5f70446a54ea9110ba636c3d/html5/thumbnails/8.jpg)
#GTA2017
Competing destinations
![Page 9: Introduction · 2018-02-12 · Introduction. #GTA2017. Andrew Koh. Managing Director. Hawai‘i Tourism Taiwan. andrewkoh@hawaiitourism.com.tw Rebecca Chen. Assistant Manager . Hawai‘i](https://reader034.vdocuments.us/reader034/viewer/2022050308/5f70446a54ea9110ba636c3d/html5/thumbnails/9.jpg)
9#GTS2017
Taiwanese visitors to competing destinations
Taiwan market conditions
Country 2016 Jan-JulyVisitor Numbers
2017 Jan-JulyVisitor Numbers Growth Rate
Japan 2,639,663 2,770,514 4.96%
Korea 466,055 514,177 10.44%
Thailand 336,160 319,402 - 4.99%
Philippines 136,936 148,477 8.43%
Indonesia 104,467 114,573 9.67%
Australia 79,275 95,109 19.97%
![Page 10: Introduction · 2018-02-12 · Introduction. #GTA2017. Andrew Koh. Managing Director. Hawai‘i Tourism Taiwan. andrewkoh@hawaiitourism.com.tw Rebecca Chen. Assistant Manager . Hawai‘i](https://reader034.vdocuments.us/reader034/viewer/2022050308/5f70446a54ea9110ba636c3d/html5/thumbnails/10.jpg)
10#GTS2017
How many are visiting Hawai‘i?
Taiwan market conditions
Jan – JulTotal Outbound
Jan – JulOutbound to Hawai‘i
2016 8,651,793 11,166
2017 9,230,140 11,176
% Increase 6.68% 0.089%
Source: Taiwan Tourism Bureau, MOTC & Hawai‘i Tourism Authority
![Page 11: Introduction · 2018-02-12 · Introduction. #GTA2017. Andrew Koh. Managing Director. Hawai‘i Tourism Taiwan. andrewkoh@hawaiitourism.com.tw Rebecca Chen. Assistant Manager . Hawai‘i](https://reader034.vdocuments.us/reader034/viewer/2022050308/5f70446a54ea9110ba636c3d/html5/thumbnails/11.jpg)
#GTA2017
Airlift
![Page 12: Introduction · 2018-02-12 · Introduction. #GTA2017. Andrew Koh. Managing Director. Hawai‘i Tourism Taiwan. andrewkoh@hawaiitourism.com.tw Rebecca Chen. Assistant Manager . Hawai‘i](https://reader034.vdocuments.us/reader034/viewer/2022050308/5f70446a54ea9110ba636c3d/html5/thumbnails/12.jpg)
12#GTS2017
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
January February March April May June July
Airlift to Hawai‘i
2017 2016
Airlift – load factors to Hawai‘i?
![Page 13: Introduction · 2018-02-12 · Introduction. #GTA2017. Andrew Koh. Managing Director. Hawai‘i Tourism Taiwan. andrewkoh@hawaiitourism.com.tw Rebecca Chen. Assistant Manager . Hawai‘i](https://reader034.vdocuments.us/reader034/viewer/2022050308/5f70446a54ea9110ba636c3d/html5/thumbnails/13.jpg)
13#GTS2017
China Airlines New A350 will take off in the end of
October Highlight: Premium economy class Seat inventory:
306 pax/flight, 2 flights/week, Wed. and Sun.
Previous A330 had 277 pax/flight
Load factor for July 2017: 87.7%, total of 17,697 seats
Fuel surcharge: NTD$3,000 (USD$92)
Scoot Airlines Possibility for new budget airline to
open for Honolulu
Airlift
![Page 14: Introduction · 2018-02-12 · Introduction. #GTA2017. Andrew Koh. Managing Director. Hawai‘i Tourism Taiwan. andrewkoh@hawaiitourism.com.tw Rebecca Chen. Assistant Manager . Hawai‘i](https://reader034.vdocuments.us/reader034/viewer/2022050308/5f70446a54ea9110ba636c3d/html5/thumbnails/14.jpg)
#GTA2017
Target audience profile
![Page 15: Introduction · 2018-02-12 · Introduction. #GTA2017. Andrew Koh. Managing Director. Hawai‘i Tourism Taiwan. andrewkoh@hawaiitourism.com.tw Rebecca Chen. Assistant Manager . Hawai‘i](https://reader034.vdocuments.us/reader034/viewer/2022050308/5f70446a54ea9110ba636c3d/html5/thumbnails/15.jpg)
15#GTS2017
Target audience
![Page 16: Introduction · 2018-02-12 · Introduction. #GTA2017. Andrew Koh. Managing Director. Hawai‘i Tourism Taiwan. andrewkoh@hawaiitourism.com.tw Rebecca Chen. Assistant Manager . Hawai‘i](https://reader034.vdocuments.us/reader034/viewer/2022050308/5f70446a54ea9110ba636c3d/html5/thumbnails/16.jpg)
16#GTS2017
Purpose of visit
66%11%
7%
11%
2% 3%Jan - Jul 2017
Pleasure/Vacation
Honeymoon/Get Married
Visit Friends/Relatives
Mtgs/Converntions/Incentive
Other Business
Other
Source: Hawaiʻi Tourism Authority
![Page 17: Introduction · 2018-02-12 · Introduction. #GTA2017. Andrew Koh. Managing Director. Hawai‘i Tourism Taiwan. andrewkoh@hawaiitourism.com.tw Rebecca Chen. Assistant Manager . Hawai‘i](https://reader034.vdocuments.us/reader034/viewer/2022050308/5f70446a54ea9110ba636c3d/html5/thumbnails/17.jpg)
17#GTS2017
Travel status
13%
87%
Jan - Jul 2017
Group Tour
Non-Group
More YOY arrivals for FIT travelers YOY net true independent growth 66% average
Source: Hawaiʻi Tourism Authority
![Page 18: Introduction · 2018-02-12 · Introduction. #GTA2017. Andrew Koh. Managing Director. Hawai‘i Tourism Taiwan. andrewkoh@hawaiitourism.com.tw Rebecca Chen. Assistant Manager . Hawai‘i](https://reader034.vdocuments.us/reader034/viewer/2022050308/5f70446a54ea9110ba636c3d/html5/thumbnails/18.jpg)
18#GTS2017
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
January February March April May June July
Jan – Jul 2017
% First Timers % Repeaters
Travel status
Source: Hawaiʻi Tourism Authority
![Page 19: Introduction · 2018-02-12 · Introduction. #GTA2017. Andrew Koh. Managing Director. Hawai‘i Tourism Taiwan. andrewkoh@hawaiitourism.com.tw Rebecca Chen. Assistant Manager . Hawai‘i](https://reader034.vdocuments.us/reader034/viewer/2022050308/5f70446a54ea9110ba636c3d/html5/thumbnails/19.jpg)
#GTA2017
2018 Brand Management Plan
![Page 20: Introduction · 2018-02-12 · Introduction. #GTA2017. Andrew Koh. Managing Director. Hawai‘i Tourism Taiwan. andrewkoh@hawaiitourism.com.tw Rebecca Chen. Assistant Manager . Hawai‘i](https://reader034.vdocuments.us/reader034/viewer/2022050308/5f70446a54ea9110ba636c3d/html5/thumbnails/20.jpg)
20#GTS2017
Media FAM
Time: February Facts: Selected media partners to film Travel TV show that will air in Taiwan 6-8 media personnel Media exposure: USD$1,000,000
![Page 21: Introduction · 2018-02-12 · Introduction. #GTA2017. Andrew Koh. Managing Director. Hawai‘i Tourism Taiwan. andrewkoh@hawaiitourism.com.tw Rebecca Chen. Assistant Manager . Hawai‘i](https://reader034.vdocuments.us/reader034/viewer/2022050308/5f70446a54ea9110ba636c3d/html5/thumbnails/21.jpg)
21#GTS2017
Hawai‘i Digital Tour Online Campaign
Time: May Fact: an online platform for consumers to select their favorite location in Hawai‘i
and to share on their social media platforms to get votes KPI target: over 10,000 pax reached
![Page 22: Introduction · 2018-02-12 · Introduction. #GTA2017. Andrew Koh. Managing Director. Hawai‘i Tourism Taiwan. andrewkoh@hawaiitourism.com.tw Rebecca Chen. Assistant Manager . Hawai‘i](https://reader034.vdocuments.us/reader034/viewer/2022050308/5f70446a54ea9110ba636c3d/html5/thumbnails/22.jpg)
22#GTS2017
Travel agent FAM
Time: September Facts: Inviting key agents in Taiwan to educate, and assist them in product
development and packaging. Key agents will also attend the Global Tourism Summit
8-10 agents
![Page 23: Introduction · 2018-02-12 · Introduction. #GTA2017. Andrew Koh. Managing Director. Hawai‘i Tourism Taiwan. andrewkoh@hawaiitourism.com.tw Rebecca Chen. Assistant Manager . Hawai‘i](https://reader034.vdocuments.us/reader034/viewer/2022050308/5f70446a54ea9110ba636c3d/html5/thumbnails/23.jpg)
23#GTS2017
Travel with Locals
Time: September Facts: Collaborating with our annual ambassador, Candy Wang, to explore
Hawaiʻi with locals Media exposure: USD$950,000
![Page 24: Introduction · 2018-02-12 · Introduction. #GTA2017. Andrew Koh. Managing Director. Hawai‘i Tourism Taiwan. andrewkoh@hawaiitourism.com.tw Rebecca Chen. Assistant Manager . Hawai‘i](https://reader034.vdocuments.us/reader034/viewer/2022050308/5f70446a54ea9110ba636c3d/html5/thumbnails/24.jpg)
24#GTS2017
LGBT Pride collaboration
Time: October Facts: Participant in the Annual Pride Parade in Taipei to increase exposures KPI target: Over 6,000 pax reached
![Page 25: Introduction · 2018-02-12 · Introduction. #GTA2017. Andrew Koh. Managing Director. Hawai‘i Tourism Taiwan. andrewkoh@hawaiitourism.com.tw Rebecca Chen. Assistant Manager . Hawai‘i](https://reader034.vdocuments.us/reader034/viewer/2022050308/5f70446a54ea9110ba636c3d/html5/thumbnails/25.jpg)
25#GTS2017
Hawai‘i Run x Lei Festival
Time: November Facts: 4th annual running event combined with lei festival in Taiwan KPI target: Over 5,000 pax reached with over USD$2,000,000 media exposure
![Page 26: Introduction · 2018-02-12 · Introduction. #GTA2017. Andrew Koh. Managing Director. Hawai‘i Tourism Taiwan. andrewkoh@hawaiitourism.com.tw Rebecca Chen. Assistant Manager . Hawai‘i](https://reader034.vdocuments.us/reader034/viewer/2022050308/5f70446a54ea9110ba636c3d/html5/thumbnails/26.jpg)
26#GTS2017
ITF trade show
Time: November Location: Taipei Facts: Largest Annual Travel fair in Taiwan Total visitor number in 2016: 361,071
![Page 27: Introduction · 2018-02-12 · Introduction. #GTA2017. Andrew Koh. Managing Director. Hawai‘i Tourism Taiwan. andrewkoh@hawaiitourism.com.tw Rebecca Chen. Assistant Manager . Hawai‘i](https://reader034.vdocuments.us/reader034/viewer/2022050308/5f70446a54ea9110ba636c3d/html5/thumbnails/27.jpg)
27#GTS2017
Blogger FAM
Time: December Facts: Select 6 bloggers to document and highlight their trip on social media
platforms and blogs to increase exposure for both Hawaiʻi and the stakeholders Media exposure: USD$1,000,000
![Page 28: Introduction · 2018-02-12 · Introduction. #GTA2017. Andrew Koh. Managing Director. Hawai‘i Tourism Taiwan. andrewkoh@hawaiitourism.com.tw Rebecca Chen. Assistant Manager . Hawai‘i](https://reader034.vdocuments.us/reader034/viewer/2022050308/5f70446a54ea9110ba636c3d/html5/thumbnails/28.jpg)
28#GTS2017
Social Media Initiative
Social media platforms KPI target
“Like” increase for fan page Target fans number: 120,000 likes
Original Hawaiʻi blog Target daily traffic: 500 views
account development Target fans number: 2,000
account development Target fans number: 1,500
account development Target subscribers: 800
New Hawaiʻi collaterals As required
Maʻemaʻe – culture integration Hawaiian culture placement in events & campaigns
![Page 29: Introduction · 2018-02-12 · Introduction. #GTA2017. Andrew Koh. Managing Director. Hawai‘i Tourism Taiwan. andrewkoh@hawaiitourism.com.tw Rebecca Chen. Assistant Manager . Hawai‘i](https://reader034.vdocuments.us/reader034/viewer/2022050308/5f70446a54ea9110ba636c3d/html5/thumbnails/29.jpg)
29#GTS2017
Social media fan pages
![Page 30: Introduction · 2018-02-12 · Introduction. #GTA2017. Andrew Koh. Managing Director. Hawai‘i Tourism Taiwan. andrewkoh@hawaiitourism.com.tw Rebecca Chen. Assistant Manager . Hawai‘i](https://reader034.vdocuments.us/reader034/viewer/2022050308/5f70446a54ea9110ba636c3d/html5/thumbnails/30.jpg)
#GTA2017
Partnership opportunities
![Page 31: Introduction · 2018-02-12 · Introduction. #GTA2017. Andrew Koh. Managing Director. Hawai‘i Tourism Taiwan. andrewkoh@hawaiitourism.com.tw Rebecca Chen. Assistant Manager . Hawai‘i](https://reader034.vdocuments.us/reader034/viewer/2022050308/5f70446a54ea9110ba636c3d/html5/thumbnails/31.jpg)
31#GTS2017
2018 Partnership opportunities
Activity Date Description Cost
Tradeshows
ITF - International Travel Fair Nov 2018[City: Taipei] largest annual travel fair in Taiwan. Total visitor number in 2016: 361,071
Participation fee: $1,500 for independent booth, promotion for 4 days & agent sales call arrangements; OR sponsorship of gifts: coupons, logo gifts, etc.
Trade familiarization trips (FAMs)
Travel trade FAM trip Sept 2018
Invite key agents in Taiwan, educate, and assist them in product development and packaging. Key agents will also attend the HTA tourism conference.
In-kind sponsorships:• Hotel rooms• Meals• Ground transportation• Flights• Activities / attractions• Itinerary, etc.
![Page 32: Introduction · 2018-02-12 · Introduction. #GTA2017. Andrew Koh. Managing Director. Hawai‘i Tourism Taiwan. andrewkoh@hawaiitourism.com.tw Rebecca Chen. Assistant Manager . Hawai‘i](https://reader034.vdocuments.us/reader034/viewer/2022050308/5f70446a54ea9110ba636c3d/html5/thumbnails/32.jpg)
32#GTS2017
2018 Partnership opportunities
Activity Date Description Cost
Public relations
Media FAM Trip Feb 2018Selected media partners to film Travel TV show that will air in Taiwan. 6-8 media personnel.
In-Kind Sponsorships:• Hotel Rooms• Meals• Ground Transportation• Flights• Activities / Attractions• Itinerary, etc.
Blogger FAM Trip Dec 2018
Select 6 bloggers to document and highlight their trip on social media platforms and blogs to increase exposure for both Hawaiʻi and the stakeholders.
In-Kind Sponsorships:• Hotel Rooms• Meals• Ground Transportation• Flights• Activities / Attractions• Itinerary, etc.
![Page 33: Introduction · 2018-02-12 · Introduction. #GTA2017. Andrew Koh. Managing Director. Hawai‘i Tourism Taiwan. andrewkoh@hawaiitourism.com.tw Rebecca Chen. Assistant Manager . Hawai‘i](https://reader034.vdocuments.us/reader034/viewer/2022050308/5f70446a54ea9110ba636c3d/html5/thumbnails/33.jpg)
33#GTS2017
2018 Partnership opportunities
Activity Date Description Cost
Consumer promotions
Hawaiʻi Run x Lei Festival May to Nov 2018A 4th annual running event combined with lei festival in Taiwan.
Participation fee: $1,500 for a booth or sponsorship for prizes: hotel rooms, flights, activities
LGBT Pride collaboration Oct 2018Participant in the Annual Pride Parade in Taipei to increase exposures. Sponsorship for prizes:
• Hotel Rooms• Meals• Ground Transportation• Flights• Activities / Attractions• Itinerary, etc.
Hawaiʻi Digital Tour online campaign Feb to May 2018
An online platform for consumers to select their favorite location in Hawaiʻi and to share on their social media platforms to get votes.
Travel with Locals Sep 2018
Collaborating with our annual ambassador, Candy Wang, to promote Hawaiʻi through a different aspect.
![Page 34: Introduction · 2018-02-12 · Introduction. #GTA2017. Andrew Koh. Managing Director. Hawai‘i Tourism Taiwan. andrewkoh@hawaiitourism.com.tw Rebecca Chen. Assistant Manager . Hawai‘i](https://reader034.vdocuments.us/reader034/viewer/2022050308/5f70446a54ea9110ba636c3d/html5/thumbnails/34.jpg)
Questions?
#GTS2017
Andrew KohManaging DirectorHawai‘i Tourism [email protected]
Rebecca ChenAccount Supervisor Hawai‘i Tourism [email protected]
![Page 35: Introduction · 2018-02-12 · Introduction. #GTA2017. Andrew Koh. Managing Director. Hawai‘i Tourism Taiwan. andrewkoh@hawaiitourism.com.tw Rebecca Chen. Assistant Manager . Hawai‘i](https://reader034.vdocuments.us/reader034/viewer/2022050308/5f70446a54ea9110ba636c3d/html5/thumbnails/35.jpg)