Hawai‘i Tourism Canada (HTCAN) Susan Webb President VoX International susan@voxtm.ca #GTSHAWAII
Hawai‘i Tourism Canada Team #GTSHAWAII
Session overview Canada Economic / Political Environment Industry Trends Our Target Market & Why/New Technologies What You don’t already Know What You can Expect from our MCI Market 2018 Brand Management Plan Highlights #GTSHAWAII
Canada’s Economic & Political Environment #GTSHAWAII 6
Canada’s Economy 10th largest world economy by GDP Estimated $33 trillion in natural assets Currently very strong, annualized rate of GDP expansion of 4.5%, highest growth since 2002, 50% faster than US economy Canada leads the G7 in GDP growth Canadian dollar worth just below $0.82 US, up over $0.12 since Jan 2017 – as low as $0.73 in April (was $ 1.03 USD in 2012) #GTSHAWAII 7
Economic Environment – The Loonie is on the Rise $$$ 6.3% unemployment, lowest in 9 years (US is 4.3%) Financial systems (based on British) considered conservative & solid, desirable for foreign investors Vancouver & Toronto - world’s #1 & #3 fastest house price percentage increases since March 2016, ahead of Sydney, New York, Hong Kong, Tokyo, Los Angeles, London... * However... *Source: Corelogic March 2017 #GTSHAWAII 8
Economic Environment Risk to Canadian economy if trade protectionism increases GDP growth expected to recede to 1.8% growth for next several years Interest rates going up for first time in 7 years (1%) Canadians carrying heavy individual debt load Economic strength is too closely tied to the price of oil #GTSHAWAII 9
Canada’s Political Environment Justin Trudeau – Liberal Party of Canada Idealism, youthful energy, father’s ▪ legacy, popularity only at 42%* Canada’s revitalised international profile & re-engagement Canada is liberal - political centre/left Alberta tends to be Canada’s most right wing province * Source: Forum Research – August 2016 #GTSHAWAII 10
Industry Trends Impacting our Market #GTSHAWAII 11
Industry Trends impacting our Market Pent up travel demand Strong domestic (and US) travel interest and results* Decreased sensitivity toward international events Consumer confidence, willingness to spend *Source: Conference Board of Canada – Outbound Report July 2017 #GTSHAWAII 12
Industry Trends impacting our Market Travel Agent (home based and store front) resurgence, but... Mobile bookings beyond flights and hotels + Tour operators offering 24/7 access - excursions, restaurants, etc. Costco Travel is an increasingly strong disruptor – now offering 2% off travel for Executive Members New ULC airlines being introduced (WestJet/Flair) #GTSHAWAII 13
The Sharing Economy in Canada Cities making “deals” with Airbnb, Uber and more Points of no return – Loyalty Programs Aeroplan discontinued – Air Canada taking over program PC Travel & Shopper’s Drug Mart alignment #GTSHAWAII 14
More Industry Trends impacting our Market Show me more! ▪ Images, videos, and virtual reality at all stages of planning and travel Instagram & Snapchat – preference for visuals over words ▪ Culinary & Wellness Tourism – Foodie tourism growing Greater interest in single/solo travel options Multigenerational Travel still strong Personal curated travel - experiential travel itineraries #GTSHAWAII 15
Our Target & Why #GTSHAWAII 16
Our Target Market & Why Canadian Travel Habits 8th most avid travelers in the world* 7.1M Leisure Trips to the USA ** Caribbean & Mexico 3.2M Europe 2.2M Asia & South Pacific 1.7M Source: *Timetric & Global News.ca **Conference Board of Canada – January to June - August Outbound Report #GTSHAWAII 17
Our Target & Why Demographic Description – Hawai‘i 78 % of Canadian Visitors 35 – 65 years + #GTSHAWAII 18
Our Target & Why Demographic Projection – Aging Population Shift in demographics 2014-2019 • 11% increase in 55-64 • 19% increase in 65+ #GTSHAWAII 19
The World is Waking up to Zoomers Baby Boomers with Zip 15.8 million Canadians are 50 years + • Active, healthy lifestyles • More seniors than kids under 16 • 70 is the new 55 • Retiring younger • Adventure, culture, food • Snowbirds young er Zoomers hold 70% of wealth Zoomers love to Travel • 73 % plan out of country trip this year • $ 1 trillion to be inherited in next 15 • 40 % plan two trips years • 35 % plan four trips • They love to spend time with family • Bucket list, influenced by friends, go back to • Multigenerational travel where they love #GTSHAWAII 20
Who is our Target ? Demographic Description Affluent, white collar occupations, 54% upper management Well educated, 62% post secondary diploma or degree 79% married, 37% children at home Source: Numeris RTS Media Research – August 2017 #GTSHAWAII 21
What do they like to do when they travel? Event-Oriented – theatre, festivals, music Physically Active – cycling, workouts, camping, canoeing/kayaking Hobbies – travel, gardening, photography, golf Target looking for meaningful experiences vs. material- oriented / status seeking travel Target travels for longer and spends more when they do Source: Numeris RTS Media Research – August 2017 & Mintel – Statistics Canada #GTSHAWAII 22
Where do they live in Canada? 75% of Canadian visitors to Hawai‘i from Western Canada 41% British Columbia 34% Alberta, Saskatchewan, Manitoba 20% from Ontario Eastern Canada represents huge opportunity #GTSHAWAII 23
Segments we are developing Romance – Weddings, Honeymoons, Anniversaries MCI – Incentives Cruise, pre and post Longstay/Snowbirds Multigenerational Travel “Bucketlisters” Off season travelers #GTSHAWAII 24
New Technologies #GTSHAWAII 25
Canada is very social Facebook - #1 social media platform for our target audience Continue to refine content posts and audience targeting based on response Utilising HTCAN social media to provide information, connect consumers to Destination Specialists #GTSHAWAII 26
What you don’t know about Canada market #GTSHAWAII 27
Did you know??? Canadian invented Hawaiian Pizza (Sorry?) ▪ Canadians tend to apologise for everything Canada has an official policy of multi-culturalism ▪ Toronto is considered (by some) to be the most multicultural city in the world with 200 ethnic groups and 140 languages Toronto is 4th largest city in North America by population Canada is over 5,500 miles wide, has 6 time zones, and is 30% bigger than Australia #GTSHAWAII 28
And there is more you may not know about Canucks Bilateral trade between Hawai‘i imported $2 million Canada & USA in 2016 was Canada imported $2 million “live bees” from Hawai‘i in $301 million USD -- in whisky from Canada in accounting for 42,300 jobs in 2016 2016** Hawai‘i* *Source: US Bureau of Economic Analysis - **Agriculture Canada #GTSHAWAII 29
MCI Market #GTSHAWAII 30
Canada’s MCI Market Expecting good growth and booking commitments resulting from 2017 leads Continued healthy demand from Canada Medical, Financial, Energy segments 55% of planners predict favorable budget/spend in 2018, up 10% from the last quarterly report* Concerns - impact of proposed travel bans, & safety and security issues, hotel rates *Source: Meeting Professionals International’s August 2017 Report #GTSHAWAII 31
2018 Brand Management Plan #GTSHAWAII 32
Highlights of our 2018 Brand Management Plan Travel Trade Continue strong 2017 momentum More Travel Trade Training (face to face & webinars) Key Partner Trade FAMS Aloha Canada Sales Mission 2018 #GTSHAWAII 33
Highlights of our 2018 Trade Plan Trade Shows & Product Launches Continue to strongly promote HDSP Tactical use of travel trade media ▪ (e-blasts, updates, editorial, ads) Proactive business building with key partners #GTSHAWAII 34
Highlights of our PR 2018 Plans Public Relations Support FAMS for targeted or influential journalists Themed Group Media FAM Trips News Releases & Media Newsletters Media Events Media Monitoring #GTSHAWAII 35
Highlights of our 2018 PR Plan Themes to promote with media • History/Culture, Festivals & Events, Cuisine, Music • Outdoors/Nature – Volcanoes, Beaches, Rainforests, Sea Cliffs • Romance – Weddings, Honeymoons, Anniversaries • Adventure/Recreation – Sport Participation & Events • Luxury – Spas, Resorts, Wellness, Cruises • Family – Multigenerational Trips, Reunions #GTSHAWAII 36
Highlights of our 2018 PR Plan Public Relations – Group Media Fam Trips Family Travel to Maui & Moloka‘i – Culture, culinary, outdoor activities, and more Culture & Culinary – the diversity of O‘ahu coupled with the untouched beauty of Kaua‘i Outdoor Adventure – Active adventures on the island of Hawai‘i & Lāna'i #GTSHAWAII 37
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