Hawke’s Bay Tourism Update December 11, 2018
The Team Ben Hutton Marketing Manager Kerryn Ralston Tourism Manager – AKL based Megan Best Marketing Coordinator Lucy Damen Content and Media Coordinator Helen Jackson Membership Coordinator Lisa Sampson Finance and Admin Molly Baldwin CHB Tourism Coordinator
HBT & HBTIA Board Hawke’s Bay Tourism Industry Association Board H awke’s Bay Tourism Board Neil Barber - HBTIA Chairman, Masonic Hotel • • George Hickton – Chairman and Independent Board Member Megan Harris – Deputy Chair - Inhouse Marketing • • Neil Barber - Deputy Chair • Michael Henley – Aotearoa Fine Wines of NZ and Hawke’s Bay Dave Simmons – Independent Board Member • Wine Growers Hinewai Hiwaikirangi – Maori Representative • • Louise Stobart – Birdwood’s Gallery • Michael Henley – HBTIA Board representative Di Ross – Cottages on St Andrews • Rebecca Tacon – Planit Events • • Tom Belford - Hawke’s Bay Regional Council representative Hamish Prins – Prinsy’s Tours • • Charles Ropotini – Napier City Council • Shaun Bates – Hospitality NZ
Agenda What are the stats telling us? What have we been up to The Summer ahead
So, what are the stats telling us?
Latest stats year end October 2018 Overal rall l nights ts Comme mmerc rcial al spent nt in region on Acco commo mmodati dation on -0.5% 5% +0% +0% $6 $646 46m 1.2 .222m nigh ghts visitor spend +4.4% .4% AirBN BNB B room m Privat ate e Household sehold night hts s booked ked stays ys 79% 79% -1% 1% 155,3 ,315 night ghts s (entire tire place) ace) 2.9 .936 m nigh ghts ts
Seasonal spend growth Over r 3 year ars $160.0m Summe mmer r +14% +14% $140.0m Autumn umn +13% +13% Winter er +16% +16% $120.0m Spri ring ng +22% +22% $100.0m $80.0m This year ar $60.0m $40.0m Summe mmer r 18 -2% 2% Autumn umn 18 +3% 3% $20.0m Winter er 18 18 +6% 6% $0.0m Spri ring ng 17 17 +13% +13% 2015 2016 2017 2018 Summer Autumn Winter Spring
AirBNB revenue growth 6,000,000 5,000,000 4,000,000 This year ar 3,000,000 Summe mmer r 18 +98 98% 2,000,000 Autumn umn 18 +65% 65% 1,000,000 Winter er 18 18 +57 57% - Spri ring ng 17 17 +148% 8% 2016 2017 2018 Summer Autumn Winter Spring
What have we been doing?
Consumer advertising Spring Fling, Central Hawke’s Bay •
Consumer advertising Spring Fling, Central Hawke’s Bay • AA Great Spot promotion •
Consumer advertising Spring Fling, Central Hawke’s Bay • AA Great Spot promotion • Summer F.A.W.C! •
Summ Summer er F.A.W. F.A.W.C! C! 2018 2018 at a gla at a glance nce 5,105 tickets available(5,029 in 2017), 75% tickets were sold (91% in 2017). • 60 events in 10 Days (76 in 2017, 82 in 2016) • • Generated $271,335 in ticket sales ($290,512 in 2017) This does not include tickets sold direct by the venue. Great feedback across all events • F.A.W.C! Day Out will be held again 2 November 2019 at Black Barn. •
Consumer activity Spring Fling, Central Hawke’s Bay • AA Great Spot promotion • Summer F.A.W.C! • • Tourism NZ-led North Island Touring Campaign Lots of paid promotion through social media •
Consumer activity Spring Fling, Central Hawke’s Bay • AA Great Spot promotion • Summer F.A.W.C! • • Tourism NZ-led North Island Touring Campaign Lots of paid promotion through social media • Revamped database acquisition & email comms •
Google DMO Partnership Programme
Media, PR & Content
Recent media famils • Good Food Australia GQ & Coveteur magazines • China key opinion leaders • Otago Daily Times • • The Guardian & Evening Standard Dish magazine • AWOL – Australian travel website • NZ Woman’s Weekly • Reader’s Digest Canada • • National Geographic Traveller & Food EIC on the Move – Philippines travel show • Viagens ao Redor do Mundo – Brazilian travel show •
Hot tips for visitors We need your intel – lots of it. • What’s new or noteworthy? What’s in season? What have you discovered? • Doesn’t matter how big or small, we want to hear about it all. • Send it to Lucy Damen • lucyd@hawkesbaytourism.co.nz • 021 440 782 •
www.hawkesbaynz.com
Website YOY growth (12 months to 30 Nov) 59% 46% 36% 34% 11% -2% SUMMER AUTUMN WINTER SPRING DOMESTIC INTL 407,225 sessions Up 30% YOY 76% New users up 20% Returning up 58% 51% 26% 23% 21% 26% -17% AKL WLG CHC ROT HAM TGA PMR
Your website listing Have you renewed your listing? • You must tick a box to renew • Have you checked your listing – copy changes, opening times updated? • • Opening hours over the holidays – especially public holidays – new feature on website New photos to add? • • Load your Hot Deals for extra profile
The Hawke’s Bay Playlist https://www.hawkesbaynz.com/playlist/playall
We Won! • The New Zealand Tourism Awards 2018 • Industry Alignment Award sponsored by MBIE “Hawke’s Bay Tourism had successfully aligned local councils and multiple business associations and 300-plus tourism operators to create www.hawkesbaynz.com – a one-stop-shop visitor website to promote the Hawke’s Bay region .
Trade Marketing
Trade Activity New w Touri rism m Manager nager Role le fo focusing using on; • Inbound channels • Conference Market • Communication with our key partners, IMG members • Building capability
Trade Opportunities • Explore New Zealand - have you registered? April 16 2019 • TRENZ May 13-16 Rotorua • Craggy Range, The Crown Hotel, Art Deco Trust, Gannet Safaris, Odyssey New Zealand, Napier Maori Tours, National Aquarium of NZ, Prinsys Tours, Kennedy Park • Workshop Series • CHB Workshop • Winter Workshop Series June - August
TECNZ Conference • 320 delegates • Feedback incredible • Visiting delegates spent $479 a day • Huge industry support so thank you. • Hospitality NZ Conference next October
TNZ Staff Conference • 100 staff from NZ and Australia • Amazing feedback
Events Molly Baldwin confirmed as permanent Tourism Coordinator CHB Visitor spend up 14% since YOY Increasing the profile of CHB within Hawke’s Bay and further afield Advertising - 60 Days of Summer Campaign Social media Increasing membership of CHB tourism businesses • Events for CHB • Little Easy 2019 - 19 April 2019 • The Spring Fling
Tips for your business
What’s next?
Consumer advertising Summer activity focusing on road trips to explore the region • Lots of editorial & video •
Consumer Advertising Summer activity focusing on road trips to explore the region • Lots of editorial & video • Events promotion •
Consumer Advertising Summer activity focusing on road trips to explore the region • Lots of editorial & video • Events promotion • Christchurch / Canterbury activity (March) • Partnership with Christchurch Airport & Air New Zealand • Moving to less seasonal campaigns, more always on activity • Requires continual stream of idea generation, so… •
Summer & Autumn events Janua Ja nuary ry Ma Marc rch • Black Barn Open Air Cinema 2-6 January • MCL Construction Triple Peaks 9 March Summer Cycling Carnival 4-11 January • • Land Rover Horse of the Year 12-17 March • Church Road concerts 5, 10, 25, 26 January • Nitro Circus @ McLean Park 17 March (AKL Anniversary) Bridge Pa Wine Festival 19 January • (WGTN Anniversary) April Ap ril Summer Cricket Camps 20-24 January • • The Big & Little Easy 19/20 April • ODI Cricket NZ vs India 23/24 January (Easter) • Cycle Tour de Beautiful CHB 26/27 January • Napier Port Harbour to Hills 7 April Februar Febru ary May Phil Collins @ Mission Estate 6 February • • Black Barn – The Proclaimers 12 May Napier Art Deco Festival 13-17 February • • Hawke’s Bay Marathon 18 May • ODI Cricket NZ vs Bangladesh 13 February Black Barn – Marlon Williams 23 February •
New Members Mana Lodge • Walnut Lane • Dough Pizzeria • Tere’s Unique Adventures • Fieldtrip • Botanical Lane • Flagship Events • Bay Heliworks • On Yer Bike • Raftfish • The Chook & Filly • St Andrews Escape • • Driving Mr & Mrs • Richard James Jeweller • Avantogo Tours • Chefs Hat Café • Zeffer Cider Co • Malt
Hello and Goodbye…
Thank you for a great year and have a safe and busy summer season!
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