Spring Market Update 2013
YOUR TEAM IN EUROPE
Christine Klein
Namisha Prajapati
David Gale
Marketing & PR Director Hawai‘i Tourism Europe
Marketing Manager UK Hawai‘i Tourism Europe
PR Manager UK Hawai‘i Tourism Europe
Thomas Drechsler
Jürgen Gevers
Robert Keysselitz
COO AVIAREPS
General Manager AVIAREPS Tourism
General Manager AVIACircle
2012 RECAP
The 2012 European Traveler…
EUROPE MMA (by Air)
YTD 2012P (Jan-Dec)
Visitor Expenditures* ($ Millions) Visitor Days Arrivals Per Person Per Day Spending* ($) Per Person Per Trip Spending* ($) Length of Stay (days)
285.6 1,687,098 131,043 169.3 2,179.4 12.9
Source: Hawai‘i Tourism Authority
% Change YTD 2012P (Jan-Dec) +17.0% +10.6% +9.4% +5.9% +7.0% +1.1%
EUROPE HAWAI‘I TRAVEL
2012 – Strong Arrival Growth 2012P EUROPE MMA ...United Kingdom ...Germany ...France ...Switzerland ...Italy
Source: Hawai‘i Tourism Authority
2011 % CHANGE
131,043 119,825 46,849 45,552 40,337 34,690 18,544 16,546 14,235 12,589
9.4% 2.8% 16.3% 12.1% 13.1%
11,077 10,447
6.0%
Island Distribution EUROPE MMA (by Air) O'ahu Maui County ...Maui ...Moloka'i ...Lāna'i Kaua'i Hawai'i Island …Hilo …Kona Source: Hawai‘i Tourism Authority
YTD 2012P (Jan-Dec) 89,254 54,581 53,793 2,156 1,478 28,906 43,092 19,431 35,699
% Change YTD 2012P (Jan-Dec) +3.3% +14.5% +14.6% +10.6% -18.0% +19.1% +23.4% +17.1% +24.5%
EUROPE HAWAI‘I TRAVEL We are pacing ahead of the USA as a whole! • UK is third largest and Germany the fifth largest generator of international PAX to USA after Canada, Mexico and Japan • UK Travel to the USA in 2012 was 3,224,687 visitors DOWN -1.9% (YTD Oct) • UK Travel to Hawai’i 2012 was 40,826 visitors UP +2.2% (YTD Oct) • German Travel to the USA in 2012 was 1,632,836 visitors UP +3.2% (YTD Oct) • German Travel to Hawai’i 2012 was 33,814 visitors UP +14.4% (YTD Oct)
2012 Recap - TRADE FTI Touristik, Germany
Fall Airline/Wholesale Coop
Spring Airline Coop
2012 Recap - TRADE Meier’s Weltreisen, Germany
Spring Airline/Wholesaler Coop Placement of 300 city light posters in the key cities of Cologne, Berlin, Dusseldorf, Hanover, Leipzig, Hamburg and Munich
2012 Recap - TRADE Dertour, Germany
Fall Airline/Wholesale Coop
Dedicated Hawai’i supplement in “America Journal” (B2C & B2B),
2012 Recap - TRADE TUI, Germany
Fall Airline/Wholesale Coop
E-training for 30,000 travel agents, Shop Window Sales Poster 2 large Traffic boards in Berlin on doubledecker busses for a 1 month period, 17 Infoscreens (5 sec.) in Berlin City (Central station etc.) -> Outdoor Reach: ca. 2,25 Mio.
2012 Recap - TRADE Expedia, UK
Fall Airline/Wholesale Coop UK’s largest ‘Online Travel Agent Brand USA fund match Dedicated Hawaii Microsite Heavy Traffic Driving Campaign
2012 Recap - TRADE TUI / Hayes & Jarvis, UK
Fall Airline Coop 12 Hawai’i dedicated pages in 2012/13 brochure, Weekly Direct Emails, Website Search waiting pages, home page banner, Daily Telegraph Advertising, Advertorial in CondeNast Traveller, Advert in Brides / Your Wedding
2012 Recap - TRADE Dial A Flight, UK
Fall Airline Coop
Taxi Supersedes, Internet Banner Ads, Red Chair TV Interview, Social Media mentions, additional PR coverage generated worth USD 84,000
2012 Recap - TRADE Virgin Holidays, UK
Joint Marketing Campaign
Out of Home advertising audience reach of 7 million reach over a two week period. Lonely Planet Advertorial, Customer Emails, Customer Magazine
2012 Recap - TRADE New / Increased Programs – UK & Germany • • • • • • •
Audley Travel Cox and Kings Fairflight Inn Travel Original Travel Turquoise Holidays Trailfinders – Lanai and Molokai
2012 Recap - TRADE Aloha Up ‘n Over Sales Mission 2012 • Date: October 14-24, 2012 • Focus Area Germany with two optional training days in the UK • Cities: Munich, Frankfurt, Dusseldorf, Hamburg, London, Southampton, Crawley • 315 agents trained, product managers and media met with
2012 Recap - TRADE Product Manager Fam Trip
August 2012
• 8 Product Managers from key tour operators in UK and Germany • The group visited the islands of O‘ahu, Hawai‘i Island, Kaua‘i, and Maui
BIG Mahalo to all Island Chapters and partners that supported this fam!
2012 Recap - TRADE
• Pow Wow 2012 • WTM 2012
2012 Recap - MEDIA
Press Clippings Coverage UK & Germany Media Value: USD $ 5,305,972 Print Circulation: 10,865,322
2012 Recap - CONSUMER Win a Trip to Hawai‘i in UK
Wedding Ideas:2,000+ entrants British Sandwich Association: 19,000+ Entrants
2012 Recap - CONSUMER Hawai‘i Hype in Germany
Hawai’i Five O
Cooperation with Paramount Home Entertainment for the DVD launch of 1st series supported by O’ahu Visitors Bureau, Hilton Hawaiian Village and Waikiki Beach Services with start by April 2012. 10,000 DVD Boxes (incl. 6 DVDs) included a sticker on box and inlaid flyer about Hawai’i
FA & TUI
C&A Fashion Campaign
Cooperation with C&A fashion store company and lastminute tour operator „Bucher Reisen“ raffling 10 prize trips to Hawai‘i. Promotion via online, shop window and TV. Approx. 1million people per day visit C&A store locations every day.
Cooperation with FA promoting their summer washing products under the theme FAradies like „paradise“ supported by TUI, Germany. 305 million view contacts and a media value of USD 1 million.
2012 Recap - CONSUMER Dedicated German Consumer Magazine
2013 CURRENT MARKET CONDITIONS
UK - ECONOMY The UK economy -- slow growth should avoid a triple-dip recession growing company / consumer confidence steadier housing market employers’ readiness to hire • The number claiming unemployment benefits in January 2013 fell to 1.56 million, the lowest since June 2011.
• The unemployment rate now stands at 7.7% • GDP will regain its 2008 peak in 2015 • Growth in 2012 = 0% • Predicted Growth 2013 = 0.7%
Germany - ECONOMY Germany’s economy recovering • Stable consumer demand • A return to rising exports and • Increase of investments in the latter part of 2013 • Predicted GDP growth = +0.4%
TRAVEL TRENDS EUROPE • World travel was hit by a diverse mix of bad news and events in 2012, including severe weather around the world, political conflicts, the depressed global economy and soaring energy prices. • Europeans continued to travel this year despite the gloomy economic conditions in many parts of the continent and IPK currently expects another year of positive growth in 2013.
UK – TRAVEL STATS • Between 20 and 30 days of annual leave with 9 days in Bank Holidays
• Average spend of 14.5 days in the US • Average number of states visited: 1.5 • Most common traveler: couples, aged 43 • Family travel has declined, especially long-haul destinations due to price • The internet is the British favorite information source (48%)
• BUT tour operators are still important for British travelers • UK consumers know about their final trip destination 128 days in advance.
Germany – TRAVEL STATS In 2012 German Travelers Spend their main holidays abroad Have the money to travel in 2013 Have clear intentions to spend money Book their main holidays early (1 to 6 months ahead) Decide on the holiday destination even earlier (6 to 12 months ahead) • Book with or at least consult travel agents (80%) • • • • •
TRAVEL TRENDS EUROPE • Long-haul destinations were popular for Europeans this year with a healthy 4% increase in trips to overseas destinations. Europeans traveled more to the Americas (+2%) and above all to Asia Pacific (+8). • The outlook for European outbound travel in 2013 is generally good despite the continent’s economic woes.
• In terms of individual markets, both the UK (+5%) and Germany (+3%) are forecast to grow healthily. Lower outbound travel is expected for France and Italy.
TRAVEL TRENDS EUROPE For travel purposes to Hawai‘i, European consumers are looking at: • • • • • • • • •
Visit Historical Places Cultural Heritage Sites Touring Countryside Visit National Parks Water Sports/Sunbathing Dining in Restaurants Shopping Visit Small Towns Art Gallery/Museum
2013 AIRLIFT
EUROPE AIRLIFT •
• •
More seats into Hawai‘i market – New routes with JFK/NYC and Dulles/D.C. service – American Airlines and Alaska Airlines are enlarging their codeshare agreement. Monitoring each airlines availability for charter and nonstop service Routes conference (Routes Europe - May)
2013 Activities
Germany‘s Next Top Model returned to Hawai‘i! Check-In Hawai‘i / O‘ahu Feb 25 – March 1, 2013 Kualoa Ranch / North Shore • German reality TV show, similar to America's Next Top Model. • The competition is hosted by Heidi Klum. 8th season 15 episodes in primetime on ProSieben More than 2.5 million viewers almost every week Average market share of 15.9% among 14-49 year-olds during the 7th series Still positioned very attractively in the Sinus Milieus, with high indices in the upper milieus Ø 40.5 % identical viewers
SCANDINAVIA FAM TRIP
Product Manager Fam Group from Scandinavia • In addition to scheduled product manager fam trip UK/Germany • Date: O‘ahu: April 17-20 & Hawai‘i Island: April 20,-22 • Tour operators to join this fam trip: Check Point Travel Nyhavn Team Benns FDM Travel Profil Rejser USA Rejser JYSK Risskov My Planet Spies
Mahalo for your support! KLM, Big Island Visitors Bureau, O‘ahu Visitors Bureau and all Industry Partners
SPRING WHOLESALER CO-OPS America Unlimited, Germany
Activities Floor Graphics in the train stations of Hamburg, Hannover and Munich Newsletter e-blast Travelzoo e-blast
SPRING WHOLESALER CO-OPS Meier’s Weltreisen, Germany
Activities Strip posters Online Promotion on webpage Travel Document Supplement
SPRING WHOLESALER CO-OPS FTI Touristik, Germany
Activities Digital Billboard Campaign Sonnenklar TV Radio Promotion VIP Training with FTI Touristik Gold
SPRING WHOLESALER CO-OPS Flextravel, Switzerland
Activities Skyscraper TUI website Paper Poster, TUI Suisse News Flyers
LEGISLATIVE SUPPLEMENTAL FUNDING FOR INTERNATIONAL GROWTH
Thomas Cook / Gold Medal Spring JMA Online and Offline activities Targeting both trade and consumers Combined audience reach of 1.7million
2013 MARKETING OPPORTUNITIES
TRADE CAMPAIGNS For the fall airline proposals, HTE will be working with the following tour operators:
Airtours ebookers Travel 2/Travelbag BA Holidays Bon Voyage Thomas Cook Art of Travel TUI Virgin Holidays Cox & Kings Thomas Cook UK Canusa America Unlimited Dertour Elegant Resorts Expedia Flight Centre Wexas Hawaii Nei Kuoni Fairflight Explorer Fernreisen Meier‘s Weltreisen TUI Specialists Trailfinders Mark Travel Ikarus Tours NATS Pacific Travel House FTI Touristik Travelsphere Gold Medal Travel Thomas Cook
PRODUCT MANAGER FAM Save The Date: AUGUST 25 – SEPTEMBER 2, 2013 Itinerary: Aug 25-28 / O‘ahu (whole group) Aug 28-31/ Maui (whole group) Aug 31- Sep 2 / Kaua‘i / Big Island (split group) • Potential Participants: 8 top producing tour operator partners from Germany and the UK (4 per market), plus 2 HTE escorts. UK: Cox & Kings, Scott Dunn, Thomas Cook, Trailfinders, Travel2 Germany: TUI, Dertour, SK Touristik, JT Touristik We are
seeking industry support in terms of: Accommodation & Sites & Meals Tour Guides Activities (incl. sites)
MEDIA GROUP FAM Date: TBA Itinerary: We will schedule one group media FAM for a max of 3 media each from UK and Germany plus 1 HTE escort covering at least 2 islands in 2013. Targeted Media: Consumer Travel Magazine, Newspaper, Lifestyle Magazine We are
seeking industry support in terms of: International Air Inter-island Flight / Transfers Accommodation & Sites & Meals Tour Guides Activities (incl. sites)
ALOHA UP ‘N OVER Itinerary •
September 29 – October 9, 2013
Sept 29, Sunday: Get together with partners and briefing on mission followed by optional dinner
•
Sept 30 – Oct 4, Monday – Friday: UK MISSION Itinerary will cover key travel agents, reservations staff, media and product managers throughout Edinburgh/Scotland, Glasgow/Scotland, Dublin/Ireland, London/GB.
•
Oct 5-6, Sat/Sun: LEISURE TIME in Switzerland
•
Oct 7, Mon: TRAINING DAY ZURICH/SWITZERLAND Itinerary will include lunch with media and product managers followed by travel agent evening event
•
Oct 8, Tue: TRAINING DAY STUTTGART/GERMANY Itinerary will include train to Stuttgart and travel agent evening event
ALOHA UP ‘N OVER INVITATIONS TO BE SENT OUT: May 2013 FEE ESTIMATE UK Mission Week: 6 participants = approx. USD 6,700 8 participants = approx. USD 5,100 10 participants = approx. USD 4,500 Optional UK Training days: Per participant (min 6 partners needed): approx. USD 1,500
Brochure Distribution only: approx. USD 500
TRADE SHOWS • ITB - Berlin • POW WOW - Vegas • WTM – London
March 6-10, 2013 June 8-12, 2013 Nov 4-7, 2013
MAHALO NUI LOA