Monthly Newsletter

Vol. 10

No. 7

Aloha!! China Airlines launched its direct flights from Taipei to Honolulu twice a week on June 2, while Hawaiian Airlines will launch its new direct non-stop flights from Taipei on July 10. Following are the tourism trends in our marketplace and some of the highlights of Hawai‘i Tourism Asia’s activities during the past month and opportunities to participate in some of our future marketing programs in Asia. Mahalo!

Latest China Tourism Trends: 

Outbound travel from China to all destinations worldwide is projected to reach 94 million in 2013, up 15%. The number of outbound travelers from China in 2012 was 83 million, a year-on-year increase of 18%.

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Forbes China reported that 10.26 million Chinese citizens have US$100,000 ~ US$1 million worth of “disposable personal assets”, 13.8% of them withUS$1 million to US$5 million in family income. Leisure travel is the biggest part of their leisure and recreation expenditure with the top of China’s market prepared to pay more than 2,000 Yuan (US$325) per night for hotel rooms alone.

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The Hurun Chinese Luxury Traveler Report 2013 shows the number of annual overseas trips by Chinese luxury travelers is down from an average 3.2 to 2.8 and, among Chinese super rich, down from last year’s average 4.2 overseas trips to 3.4 this year. Chinese luxury travelers are spending more on shopping than any other nationality, on average US$1,156 per trip. The industry sees a sharp increase in spending on hotel rooms by Chinese luxury travelers and the same spending level on food, hotel shopping and spas.

KOREA: Media Coverage on Hawai‘i in Korea The Traveller, Hawai‘i Island, the healing town: The Traveller, with a monthly circulation of 120,000 copies created a 12-page editorial after an individual media trip to Hawai‘i Island organized by the Korea team. Hawai‘i Island is highlighted as a healing travel destination where Koreans can enjoy nature, unique specialties as well as healing experiences in the Kona and Hilo areas. The feature editorial introduced a driving map telling Koreans where to visit and what to enjoy. Total equivalent advertising value: $48,000. 1

CHINA: New Hawai‘i Tour Products in China 

Hawai‘i Tourism China cooperated with Ctrip to promote Hawai‘i-only packages for the coming summer holidays via a co-op advertising campaign in Shanghai's most powerful daily newspapers including the Shanghai Morning Post and Metro Express. To boost family travel to Hawai‘i, the advertising campaign featured Ctrip's offer to pay for the children’s visa fee ($160) if a family travels to Hawai‘i together.

 Hawai‘i Tourism China tied up with Affinity China to jointly organize a consumer event at the American Consulate General Shanghai on June 18.

Affinity China

is now promoting its creative 17HAWAI‘I high-end FIT packages for the October National Day holiday, in conjunction with the Hawai‘i International Film Festival. The China team helped Affinity organize a training program for over 40 key agents. Yue-Sai Kan, a Chinese-American Emmy-winning television host and producer, attended the event and spoke about her love for Hawai‘i where she attended university.

A U.S. Consulate Commercial Officer also addressed the event.

Beijing International Tourism Expo 2013 (June 21-23, Beijing) Hawai‘i Tourism China participated in Beijing International Tourism Expo (BITE) 2013 at the China National Convention Center. The expo attracted tourism agencies and companies from 81 countries and regions, and provided a platform for exhibitors and buyers to exchange views and make inquiries. The three-day event attracted over 100,000 target outbound Chinese tourists. HTC’s MCI team also participated in the June 20 welcome reception gala dinner with over 100 travel trade partners. The Expo was a good opportunity to meet targeted travel trade and MICE media, MCI agents and industry partners and to promote Hawai‘i tourism and MICE resources. 2

Hawai‘i Tourism China quarterly MCI seminar in Beijing (June 26, Beijing) To broadly promote Hawai‘i as an ideal MICE destination, Hawai‘i Tourism China’s MCI team conducted a Hawai‘i MCI-themed seminar at the Park Plaza Hotel Beijing with an in-depth presentation for 50 targeted MICE agents and account managers, highlighting essential Hawai‘i MCI resources, particularly those on the Neighbor Islands. The HTC MCI team provided educational material, including maps of O‘ahu, Hawai‘i Island, Maui and Kaua‘i and MCI brochures to all participants.

International Pow Wow 2013, Las Vegas Hawai‘i Tourism China joined the Hawai‘i Tourism ‘ohana at Pow Wow 2013 event and met over 60 travel trade delegates from China. There were more tour operators and travel agents from China's 2nd tier cities compared to Pow Wow 2012, reflecting their intent to sell Hawai‘i not using wholesalers in Beijing, Shanghai or Guangzhou and to establish stronger direct ties with the Hawai‘i-bound tour market. The China team encouraged travel agencies to develop and sell Hawai‘i-only tour packages with 4-7 night stays on any of the Neighbor Islands, introducing Hawai‘i representatives and suppliers to Chinese tour operators and travel agents so they could develop direct business relationships and create their own Hawai‘i tour packages. The China team also negotiated with wholesalers from Northeast China about the possibility of launching direct charters during Chinese New Year holidays from China to Honolulu. The wholesalers from North China are all extremely excited about Hawaiian Airlines' new direct non-stop flights launching from Beijing in April 2014 and are already workign with the China team on new Hawai‘i tour packages to be developed using the new direct non-stop Beijing flights.

Media Coverage on Hawai‘i in China 

Rayli: Hawai‘i Tourism China supported a media shoot for the luxury publication, Rayli, which visited Hawai‘i for a Hawai‘i-only Special June issue. The story is about a Chinese girl who decided to go to Hawai‘i for vacation because she was frustrated with her career. In beautiful Hawai‘i, she learns to enjoy the essence of life and is rejuvenated. Features included Hawai‘i’s nature, accommodation, activities, shopping, fashion, sports, culture and dance with beautiful images. Total equivalent advertising value: $5.4 million.

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Golf Vacation + Lifestyle: with a monthly circulation of 250,000 copies, Golf Vacation + Lifestyle is a leading golf magazine in China. Hawai‘i Tourism China secured a 6-page feature on Four Seasons Resorts Lāna‘i and The Challenge at Manele Bay golf courses in the June issue. Total equivalent advertising value: $123,000.

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Modern Bride: this is a leading bridal magazine with content about wedding fashion, beauty, jewelry, accessories, relationships and, honeymoon travel. The magazine is distributed through retail outlets and 5-star hotels throughout China, as well as marriage registry offices. The China team successfully secured a 7-page special on weddings on O‘ahu, including The Royal Hawaiian, in the May 13 issue. Total circulation is 605,000. Total equivalent advertising value: $786,300.

TAIWAN: Promotions for Hawaiian Airlines’ Inaugural Flight 

Hawaiian Airlines Press Conference: Hawaiian Airlines held its first press conference in Taiwan on June 19 at Taipei Shangri-La to announce the July 10 launch of direct flights. More than 50 media, including daily newspapers, consumer/lifestyle magazines, travel trade publications, TV networks, internet travel portals and radio stations attended the event. HA Chief Commercial Office Peter Ingram and Vice President Blaine Miyasato made presentations introducing the airline's services; the HA flight menu was served during lunch.

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MOMO TV Shopping: Hawaiian Airlines' key agents Space Tour and Visa International Travel Service used the TV shopping channel MOMO TV to promote and sell their Hawai‘i tour packages. Hawai‘i Tourism Taiwan sponsored a hula performance to boost the Hawai‘i image and attract attention and HA offered model airplanes as gifts for those who called in to buy the package. Eighty packages were sold out within one hour.





Trade Training activity in Taiwan  Pro Tour and Hsi Hung Travel Training programs: Hawai‘i Tourism Taiwan and Hawai‘i local tour operator Dragon Tour supported Pro Tour and Hsi Hung Travel's training program for travel agents on June 4 and June 13. Most travel agency sales staff had never been to Hawai‘i and travel agencies are scrambling to learn more about the destination and its attractions.

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Media Coverage on Hawai‘i in Taiwan 

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Taiwan Television (TTV): TTV network TV successfully concluded a full week of filming at the 8-meter telescope atop Mauna Kea on Hawai‘i Island and Hawai‘i Volcanoes National Park on March 19-26. Taiwan astronomers played important roles in this international collaboration and the TTV crew was supported by Taiwan's National Science Council in Hilo, which provided transport, accommodation, and guide. TTV also filmed the historic memorials at Pearl Harbor, the USS Missouri and Pacific Aviation Museum. It also featured Ala Moana Shopping Center. Hawai‘i Tourism Taiwan assisted with land arrangements on O‘ahu. The episodes on Hawai‘i were shown in two 45-minute TV specials on May 27 and 28 from 10-11pm. It was also the first national TV station report on Hawai‘i. Each episode has advertising value of $3.2 million. Total equivalent advertising value: $6.4 million.

TVBS: Hawai‘i Tourism Taiwan and The Department of Business, Economic Development and Tourism jointly supported TBVS's filming and interviews in Hawai‘i (May 16-23) for its special news program "The Happiest State - Hawai‘i." The program introduced not only the attractions, but also featured the islands' natural energy innovations and exports. With an overall aim to reintroduce Hawai‘i to Taiwan, it is the first Taiwan TV news channel to feature natural energy in Hawai‘i. The program also featured the Hawai‘i Volcanoes National Park and Pearl Harbor. USS Missouri and Pacific Aviation Museums provided filming assistance. The special 5-8 minute feature on Hawai‘i was shown on TVBS daily from June 17 – 21. Total equivalent advertising value: US$ 445,400.

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TO’GO Magazine: Hawaiian Airlines sponsored tickets and Hawai‘i Tourism Taiwan assisted with land arrangements for TO’GO Magazine editor Grace Chang to visit Hawai‘i for photo shoots and to write new feature articles on Hawai‘i in two separate issues. TO'GO Magazine was the first to feature Hawai‘i as soon as the US Visa Waiver was implemented, with 18 pages in its November 2012 issue. The June 2013 issue had a 27-page feature. The publication has a monthly circulation of 80,000 copies. Total equivalent advertising value for June issue: US$54,000.

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Dynasty Magazine: China Airlines in-flight magazine Dynasty featured Hawai‘i Convention Center on its cover, with nine pages of exposure on Hawai‘i attractions and activities. Total equivalent advertising value for the June issue: US$ 314,500.

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Upcoming Asia Promotional Opportunities Korea: a) b) c) d)

Promotion for Hawai‘i Food & Wine Festival in September (June ~ August) Hyundai Department Store, Ulsan Branch Aloha Hawaii promotion (August) Asiana Airlines Changwon FAM (September) Korean Air - US Embassy Co Promotion (September) For more information please contact Liz You of Hawai‘i Tourism Korea at [email protected]

China: a) China Incentive, Business Travel & Meetings Exhibition (CIBTM) (September 2 – 4, Beijing) b) 2013 PATA Travel Mart (September 15 – 17, Chengdu) c) Hangzhou International Leisure Industry Expo (November, Hangzhou) For more information please contact David Sun of Hawai‘i Tourism China at [email protected]  

Taiwan & Other Asia: a) b) c) d) e)

Hawaiian Airlines Inaugural Flight Launch (July 10) China Airlines – Singapore Agents Fam Tour (July 17 - 21) Hawaiian Airlines Media Fam Tour (Late July) Hawaiian Airlines Taiwan Agents Fam Tour (September) Taipei International Travel Fair (TITF) 2013 (October 18 – 21) Hawai‘i Booth at the American Pavilion Hawai‘i Tourism Taiwan is now accepting applications from Hawai‘i partners to co-exhibit at the Hawai‘i Booth. TITF is one of the biggest annual travel industry events in the Asia-Pacific region - attracting 1,200 exhibitors from more than 60 countries. For more information please contact Jemy See of Hawai‘i Tourism Taiwan at [email protected]

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