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Global Tourism Summit Hawai‘i Tourism China Reene Ho-Phang Strategic Advisor Hawai‘i Tourism China reene@brandstory.asia #GTSHAWAII
Hawai‘i Tourism China China Mainland Beijing Shanghai Guangzhou Chengdu Hong Kong SAR #GTSHAWAII
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Economic Environment 3.8% 32% 6.8% Unemployment Rate No. of New Airports GDP Growth 1.8% 7.5% 87% CPI Growth Disposable Income Growth Mobile Payments #GTSHAWAII 5
China Market Overview China Outbound Trips China to USA Arrivals 3500 80.0% 140 25% 131 2972 2797 122 70.0% 3000 117 120 2591 60.0% 107 20% 2500 2190 94.2 50.0% 100 1807 83.2 2000 40.0% 15% 80 70.3 30.0% 1500 57.4 60 20.0% 10% 1000 10.0% 40 500 0.0% 5% 20 0 -10.0% 2013 2014 2015 2016 2017 0 0% P 2010 2011 2012 2013 2014 2015 2016 2017 *Source: China Tourism Academy *Source: NTTO 2018 YTD China Outbound Travel • China to USA Arrivals (Business + Leisure Travel) 5% Growth Rate Slows Down China to Hawai‘i Arrivals 1.9% • 7.38% in 2017 #GTSHAWAII 6
China Market Performance China Arrivals Hong Kong Arrivals PPPD Spending Expenditures Jan – Jun 2018 Jan – Jun 2018 Jan – Jun 2018 Jan – Jun 2018 1.9% 4.8% 9.7% 4.4% 81,319 1,978 $362.5 $218.2 Million Multi Islands Arrivals FIT Length of Stay First Time Visitor Jan – Dec 2017 Jan – Jun 2018 Jan – Dec 2017 Jan – Jun 2018 15.3% 15% 7.9% 78% 64,993 57,084 7.58 63,428 #GTSHAWAII 7
MCI Business Highlights • Guangzhou CYTS – AIA Group • 400 Attendees • 1,056 Room Nights • Chinese Celebrity’s Wedding • 50 Attendees • 300 Room Nights • 8 Continental VIP Group • 200 Attendees • 1,080 Room Nights • 5 Nights at Lāna‘i • 4 Nights at O ‘ahu • Future Groups From September • 11 Groups • 5,789 Room Nights #GTSHAWAII 8
Island Dispersal China Arrivals Growth Multi Islands Visited 63,123 15.3% Oʻahu 146,137 6.8% Island of Hawaiʻi 54,193 16.2% Maui 31,650 9.5% Kauaʻi 4,938 11.8% L ānaʻi 1,118 36.5% Molokaʻi 849 33.5% Length of Stay 7.58 15% Source ： 2017 MMA Data #GTSHAWAII 9
Market Trends US vs China Airlift Rise of Tier 2 Market Trade War Intense Competition Mega Shift - FIT Luxury Travel Boom Family Travel Boom #GTSHAWAII 10
‘New’ First -Tier Cities Beijing | 22.3m Shanghai | 24.1m Nanjing | 8.3m Zhengzhou | 9.8m Tianjin | 15.6m Xi’an | 9.6m Shenyang | 8.2m Chengdu | 16.4m Suzhou| 10.6m Chongqing | 30.7m Qingdao | 9.2m Wuhan | 10.9m Changsha | 7.9m Ningbo | 8m Kunming | 6.7m Hangzhou | 9.4m Dongguan| 8.3m Wuxi | 6.5m Guangzhou | 20.1m Shenzhen | 10.6m Source: China Tourism Academy #GTSHAWAII 11
Growing FIT Segment China FIT Arrivals to Hawaiʻi & Growth 105000 20.0% 102,656 18.0% 18.5% 100000 16.0% 14.0% 95000 12.0% 90000 10.0% 86,607 85,596 8.0% 85000 6.0% 4.0% 80000 1.2% 2.0% 75000 0.0% 2015 2016 2017 Source ： 2015-2017 MMA Data FIT Arrivals to Hawaiʻi Growth #GTSHAWAII 12
Digitization of China China Mobile Internet Users 97.5% 95.1% 800.00 100.0% 90.1% 752.65 85.8% 695.31 90.0% 700.00 81.0% 619.81 74.5% 80.0% 600.00 69.3% 556.78 66.2% 70.0% 500.06 60.8% 500.00 60.0% 419.97 400.00 50.0% 355.58 39.5% 302.74 40.0% 300.00 233.44 30.0% 200.00 20.0% 117.60 100.00 10.0% 0.00 0.0% 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 The Number of Mobile Internet Users (million) % of Total Internet Users Source: China Internet Research #GTSHAWAII 13
Digitalized Travel Lifestyle #GTSHAWAII 14
Intense Competition - Destinations China – U.S. Mainland Direct Flights China – Hawai ʻ i Direct Flights Weekly Destination Routes Weekly Frequency Airlines Routes Frequency Los Angeles 124 9 New York 109 7 3 San Francisco 89 9 Beijing Chicago - 49 3 Honolulu Seattle 21 3 3 Boston 10 2 Shanghai Detroit 14 2 6 - Honolulu San Jose 7 2 Others 42 7 Total 12 2 Total 465 44 #GTSHAWAII 15
Intense Competition Discontinued U.S. - China Direct Flights in 2017 & 2018 Weekly Frequency Weekly Capacity Airlines Destination Hangzhou – San Francisco 3 756 Xi’an – San Francisco 3 657 Shanghai - Guam 2 310 Shanghai – Chicago 7 1,582 Beijing - Chicago 7 1,582 Beijing - Honolulu 3 834 Hong Kong - Seattle 7 1,638 Shanghai – San Jose 3 711 8 Routes 35 8,070 5 #GTSHAWAII 16
China – Hawai‘i China Eastern Top 10 Airlines China to Hawai ʻ i 2018 Jan - Jun Air China 45,000 49% Total 83,540 pax 40,000 Hawaiian Airlines 35,000 30,000 Asiana Airlines 25,000 Korean Air 20,000 20% 15,000 13% Japan Airlines 10,000 5,000 All Nippon Airline 0 United Airline Delta America Airlines #GTSHAWAII 17
One Belt Road Economic Initiative - Relaxed Visa #GTSHAWAII 18
Relative High Cost Group Product Price Comparison of Major Islands Destination (Mar - May 2018) 25000 20000 Average Price / RMB 15000 10000 5000 0 Hawaiʻi Bali Phuket Maldives Guam Saipan Mauritius *Data from China Travel News Mar Apr May #GTSHAWAII 19
Reasons for Choosing Travel to USA #GTSHAWAII 20
Top 10 U.S. States - Destinations Interest 2017 Source: Brand USA 2017 Research Study #GTSHAWAII 21
Market Opportunities Potential New Air Route The Expected Route Chengdu-Shenzhen-Honolulu The Expected Aircraft A330-300 46 business class 260 economy class seats The Expected Flights 156 flights 48,360 air seats per year #GTSHAWAII 22
Market Opportunities Potential New Air Route #GTSHAWAII 23
2019 Strategy - Inverted Pyramid of Trade Marketing First Tier Cities Sophisticated 15% FIT Sophisticated Experience 50% 15% Experience Novice Group 15% 20% Novice 70% “New” First Tier Cities Source: HTC BMP 2019 #GTSHAWAII 24
2019 Camp ALOHA! China Trade Mission #GTSHAWAII 25
2019 Strategy - China Target Segments Luxury Escapees YOLOs Multi-Generation Families • You Only Live • 46% rank island Once • holiday as first 30% of Chinese • 190 million choice outbound tourists or • adventure seeking Chinese travel 39 million people Chinese travelers spend grow to travel with their • USD 30 billion, up 115.3 billion families 30% #GTSHAWAII 26
2019 Strategy - Diamond of Islands #GTSHAWAII 27
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Diamond of Islands - 2019 Marketing Initiatives 1. Olympic Dreams Hawai ‘ i 5. Sounds of Aloha Hawai ‘ i 2. Rainbow Drive Hawai ‘ i 4. Up Close Personal Hawai ‘ i 3. Luxury Golfing Hawai ‘ i #GTSHAWAII 29
Diamond Of Islands #1 Olympic Dreams ~ Hawai‘i Objective & Concept: Surfing officially an Olympic Competitive Sport in Tokyo Olympics in 2020 China’s National Surfing Team Surfing at Hawaiʻi is trendy in China Showcase Hawaiʻi’s history and heritage as the birth place for Surfing #GTSHAWAII 30
Diamond Of Islands #1 Olympic Dreams ~ Hawai‘i Target Audience: YOLOs Hawai‘i Partners: 8 KPIs : 500,000 page views 1,200,000 USD PR value Potential Partners: #GTSHAWAII 31
Diamond Of Islands #2 | Responsible Tourism Rainbow Drive ~ Hawai‘i Objective & Concept: To showcase the inspiring nature and diverse landscapes of Hawai‘i To position The Hawaiian Islands as an excellent FIT paradise for self-drive To create awareness of how to travel throughout The Hawaiian Islands in a responsible & sensitive manner Launch Responsible Tourism content hub #GTSHAWAII 32
Diamond Of Islands #2 | Responsible Tourism Rainbow Drive ~ Hawai‘i Target Audience: Luxury Escapees & YOLOs Hawai‘i Partners: 8 KPIs : 250,000 luxury targets 10 new self-drive Products Potential Partners: #GTSHAWAII 33
Diamond Of Islands #3 | MCI Luxury Golfing ~ Hawai‘i Objective & Concept: Promote Hawai‘i golf resources to golf players in China Co-op with professional Chinese golf associations to organize the golf tournament in China Work with MCI Intermediaries to design special golf groups in 2019 #GTSHAWAII 34
Diamond Of Islands #3 | MCI Luxury Golfing ~ Hawai‘i Target Audience: Luxury Escapees Hawai‘i Partners: 6 KPIs : 30,000 high-end golf players 2 new Hawai‘i group travel packages Potential Partners: #GTSHAWAII 35
Diamond Of Islands #4 Up Close & Personal ~ Hawai‘i Objective & Concept: To position The Hawaiian Islands as an ideal destination for romance, bro-mance and sis-mance. Capturing the romantic and fun moments by tapping viral short videos #GTSHAWAII 36
Diamond Of Islands #4 Up Close & Personal ~ Hawai‘i Target Audience: YOLOs Hawai‘i Partners: 5 KPI : 1,000,000 page views 910,000 USD PR value 8 new semi-FIT products Potential Partners: #GTSHAWAII 37
Diamond Of Islands #5 Sounds of Aloha ~ Hawai‘i Objective & Concept: To position The Hawaiian Islands as an inspirational destination with its own unique Aloha culture and music To tap on the rising interest of the Ukulele amongst the young and old To strongly differentiate Hawai‘i from other islands using popular audio musical stories To create awareness on musical & cultural resources and assets of Hawai‘i #GTSHAWAII 38
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