Hawai’i Tourism Europe Newsletter February 2014 Send us your product news! Please feel free to keep us posted on any news and updates regarding your product in 2014 which may be of interest to the European market and we are happy to include it in our quarterly newsletter to the European trade partners and consumers. The next issue will be sent out on March 12, 2014! 2014

Market Trends & Travel Trade News UK Travel news roundup: roundup 1 Optimistic about 2014 Abta predicts “cautious optimism” in the holiday market for 2014 with consumers planning to spend more than this year. However, value for money will remain a priority for many and package holidays will perform well again again next year. Consumers are expected to choose a different resort or destination in favourite countries they know well, offering them a mixture of familiar and new holiday experiences, according to the association’s annual Travel Trends Report developed in association with the Foreign and Commonwealth Office. Package holidays will continue to be popular, driven by consumer demand for value and the ease of having arrangements taken care of, as well as the greater choice and flexibility offered by operators. While five-star five star luxury will continue to appeal to many who can afford it, holidays that are perceived as more simple and authentic, which remove people from their hectic daily lives, are also set to be popular in the coming year. Domestic UK tourism tourism is expected to remain in strong shape in 2014 with the feel-good-factor factor created by the success of the Jubilee and Olympics in 2012 further bolstered by 2013’s sunny summer.

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Market Trends & Travel Trade News Germany Travel news roundup: 2 Thomas Cook - A sunny heart for Germany Thomas Cook hopes its new ‘Sunny Heart’ logo will quickly establish itself in the minds of German travel agents and customers as the group continues its modernisation path. The new group-wide logo is being rolled out in all markets in place of the longestablished ‘Globe’ symbol and will be used for travel agencies, tour operators, airlines and other company activities. The new ‘Sunny Heart’ logo is designed as a recognisable modern emotional logo. In Germany, the company’s 70 German travel agencies will all carry the new logo by the end of this year. The tour operator brands will use the logo for marketing and other purposes together with a ‘Part of the Thomas Cook Group’ motto, and it will also be added to Condor tails by the start of next year. Group CEO Harriet Green explained: “It’s a major milestone in our high tech, high touch transformation. This isn’t just a rollout of a new logo, it’s about a promise. What we’re announcing is a renewed promise to our customers, our people and suppliers. A promise that we’re putting them at the heart of our transformation. The unification of our brands under the Sunny Heart is threefold; it will make it easier for our customers to understand the full strength and end-to-end value of the entire Thomas Cook Group coupled with our full innovative offering of our services and products; it will show more clearly what differentiates us and how we provide a total experience along every touch point – from research, to booking, to anticipation, to the holiday itself; and importantly, it will clarify our customer promise– a complete range of inspirational experiences for our customers.” Germany managing director Michael Tenzer said he expects the Sunny Heart logo to be known in the travel industry within a year and by customers within three years. “It’s a symbol for how the company has changed, and for which values and which strategic profile it stands,” he commented.

Germans plan to travel more Germans plan to travel and spend more this year, according to two major consumer surveys. Long-haul destinations and niche holidays could be among the winners. Consumers want to travel more in 2014 than last year and are interested in trying out new types of holidays, according to the annual Reiseanalyse survey conducted by the FUR market research organisation. This year 25% of Germans want to travel more, compared to 24% last year, while 30% plan to spend more on travel, compared to 28% last year. These are the highest ‘more’ figures for the last few years, reflecting the stable consumption climate and low unemployment in Germany. More than 75% of Germans have already started planning their 2014 summer holiday, and a high 45% plan to travel this year to a new destination. As many as 2

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17% want to try out a completely different kind of holiday trip, according to the representative survey of 2,500 people aged over 14. Martin Lohmann, FUR adviser, said that growth could be expected this year in segments such as cruises, wellness, cycling and hiking holidays. Long-haul destinations and Scandinavia would be among the destination winners in 2014. However, the main destinations and holiday types will still remain popular for most Germans this year. Germans are generally very satisfied with their holiday experiences, whether booked as a package or individually. The top destinations in terms of customer satisfaction are Croatia, the Canary Islands, Italy and Turkey, the RA survey found. Meanwhile, every second German would like to take a long-haul holiday or is actively planning one, according to a separate survey of 1,000 consumers by TNS Emnid commissioned by TUI. So far, 45% of Germans have been on a long-haul trip at some time, but 55% have not. The survey also found that travel agencies remain the most popular booking channel for 44% of Germans, including 65% of over-60 year-olds. Younger Germans prefer to book through a combination of internet and travel agency, however.

TUI and Thomas Cook dominate European tourism market² TUI and Thomas Cook dominate the European tour operators market, according to an fvw overview. TUI, with tour operator revenues of €18.3 billion in 2012, is significantly bigger than Thomas Cook, which had revenues of some €11.3 billion that year, an fvw ranking of the top ten European tour operators shows. (Figures for 2013 are not yet available for many companies.) Together, Europe’s two leading leisure travel groups, which have combined market shares of more than 50% in major source markets such as the UK, Scandinavia, Netherlands and Belgium, and more than 30% of the German market, are well ahead of other major tour operators. Kuoni is Europe’s third-largest tour operator, based on its 2012 turnover of nearly €4.8 billion. In 2013, however, the Swiss group sold off loss-making tour operator businesses in several European countries, including Benelux, France, Spain and Russia. Instead, the group is building up its destination management services and its Asia business. In contrast, Germany’s DER Touristik, in fourth place with 2012 revenues of €4.65 billion, grew moderately in 2013. In addition, it has made its first major foreign acquisition with Prague-based Exim Holding, which has revenues of some €250 million. The Czech market leader is also active in Poland, Hungary and Slovakia.

Thomas Cook and Brand USA forge partnership Brand USA has selected Thomas Cook Group for a multimillion dollar co-operative marketing deal to promote the country as the world’s leading destination for

European visitors. The agreement is the biggest media and partnership deal Brand USA has made with a travel retailer in Europe. It is part of a fully integrated omni-channel campaign targeting potential travellers across Thomas Cook’s platforms from online through to in-store, direct and inflight. The partnership, which will initially last for three months from mid-January and run simultaneously across the UK, Germany, Belgium and Holland, will see Cook and Brand USA embark on a high-profile, multi-media campaign that fully utilises all of the holiday company’s consumer and trade touch-points. It will include in-store promotions across Cook’s agency branches, prominence in brochures, social media activities and dedicated sign up by Thomas Cook staff to Brand USA’s new agent training tool, the USA Discovery Program, as well as innovative print and digital marketing activity. The partnership will take advantage of the Cook brands – such as Neckermann in Germany - to build pan-European awareness of the individual destinations within the US and drive visitors to the country.

Activities in 4. Quarter 2013

Consumer Competition – From Here To Eternity HTE supported the launch of Tim Rice’s London theatre production with a consumer competition which received just under 9,000 entries! Activity included 20,000 lei giveways in central London.

Aloha Up ‘n’ Over Mission UK & Germany (September 29-October 09, 2013) Hawai‘i Tourism Europe initiated, organized and conducted a pan-European Sales & Media Mission through the UK and Germany to meet tour operators, journalists and travel agents, to discuss product news and to present the destination and products of Hawai‘i. The following 11 Hawai‘i partners participated in the mission: Aqua Hospitality, Aston Hotels & Resort, Big Island Visitors Bureau, Hale Pau Hana, Hilton Hawai’i Hotels & Resorts, Hyatt Regency Waikiki, Kaua‘i Visitors Bureau, Maui Visitors Bureau, O‘ahu Visitors Bureau, Starwood Hotels & Resorts and Hawai‘i Tourism Authority. The itinerary included inhouse-trainings with tour operators throughout the UK as well as in Germany training in total 310 product managers, media, travel agents and call center service staff. Mahalo nui loa to all of you!

HTE ATTENDING WORLD TRAVEL MARKET in London, Nov 04-07, 2013

Hawai’i Tourism Europe, Inga Dockendorf and Namisha Prajapati, attended UKs most important travel trade show World Travel Market in London from November 04-07, 2014. Meetings held by HTE with: Meetings secured with: Simon Edwards, Virgin Holidays James O’Leary Opodo Linda Ryan Tour America Jess Jenkins Travel Nation Peter Stanley Jones Ambercrombie & Kent Kay Ashmore Destinology Steve Gilchrist Wexas Laura MacMillan BA Holidays Caroline Donaldson Barrhead Travel Alberto Boeri American Sky Barry Higgins E-bookers Juan Sanchez All About Tailor

Tome Roche Expedia Suzanne Harvey TUI Harriet Moon Gold Medal Sarah Davis HF Holidays Inga has followed up with this tour operator and we’ve received Co-op Applications for Destinology, Gold Medal, Tour America and Black Tomato.

Brand USA Partnership HTE took part in a photo shoot opportunity during WTM with Russ Malkin to promote the UK broadcast of Charley Boorman’s USA Adventure (1st Episode 21st November, featured Hawaii). Media coverage included travel trade magazine TTG, copied below. Mahalo to Vanessa from Halau Hula O Manoa who was our hula girl for the day!

Canusa Fall Airline/Wholesaler coop -

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Dedicated Landing Page for Hawai’i on www.canusa.de Landingpage Hawai'i incl. MapSite (interactive map with highlights of the singles island and direct link to request prize offers for each island) Promotion of this via 4 advertisement placements in key German newspapers o 2 x Hamburger Abendblatt, circ. 199,188 o 2 x WAZ, circ. 741,970 Integration of Hawai’i in newsletter to 520,000 readers Printmailing to 30,000 recipients incl. Hawai’i packages Online promotion via internal and external channels (display/image-text) Social Media: Facebook Ads to generate attention, Facebook Posts to create involvement, link to HTE’s fanpage

Launch: October 07, 2014

Scandinavia HTE Europe did a sales trip to Scandinavia (Denmark and Sweden) in November 2013. We held meetings with the product managers as well as destination trainings with their sales staff. - Swanson´s Travel, Tommy Swanson - Stjernegaard Rejser , Asger Domino - Profil Reijser, Henriette Maj Odby - Nyhavn Rejser , Karin Selbach & Lars Mok - FDM Travel, Jesper Ewald & BrigitteVraadal - Select Collection, Neil Bedford - Thomas Cook Northern Europe, Jens Juliussen

France HTE Europe did a sales trip to Paris (France) in December 2013. We held meetings with product managers as well as destination trainings with their sales staff. - Vacances Transat, Rémi Venitien - Vivatours, Patrick & Moché Hassid - Directours, Nelly Gaulier - Maison des Etats Unis, David Chaumeil - Kuoni / Vacances Fabuleuses, Claude Comaille - Planet VEO, Audrey Chevret - Jetset, Charles Julien

Thank you for reading the HTE Newsletter. Should you have any comments, suggestions or information please feel free to contact Namisha Prajapati ([email protected]) or Inga Dockendorf ([email protected]).

Mahalo!