Korea Market Update September 2016 Hawai i Tourism Korea
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1 2016 Hawai i Tourism Conference Korea Market Update September 2016 Hawai i Tourism Korea
2 Korea Market Update
3 Korean Economic Update 1, won 1,114.66won
4 Korea Outbound Travelers (million) KOREAN OUTBOUND SIZE Equivalent to 44% of the total Korean population traveling 15 Expected to surpass 22M in , thanks to increasing public holidays, LCC carriers and rise of FIT travels 2017 Forecast: 25M
5 Total Korean Visitors to Hawai i M o nth 2016 G r o w t h J A N 2 1, % F E B 1 7, % M A R 1 4, % A P R 1 6, % M AY 1 6, % J U N 1 7, % J U L 1 9, % Total 1 2 3, % 250, , , ,000 50, forecast 223, Statistics 2016 Hawai i Visitors Total Korean Visitors
6 Airlift from Korea to Hawai i Frequency Frequency Seats Target Market KE 053/054 Daily 365 Family OZ 231/232 5 per week 275 Romance HA 460/459 5 per week 294 FIT & SIT L J 601/602 5 per week 393 Millennial
7 Korean Air ICN-KOA Charter Flight Operational Plan October 2017 Chuseok (Korean Thanksgiving) Seats 368 Schedule 5 flights
8 2017 Korea New Updates Anti-Graft Law (effective from Sep. 28, 2016) Target employees of the government, media, schools, etc. Any benefits prohibited 2017 Korea Presidential Election MCI group bookings from government side will be decreased.
9 2017 New Initiatives
10 2017 Target Profile 1) Family Market Gangnam Style Mommies Repeater s Cycle 2) Romance Market Lovey Dovies Family (Gangnam Style Mommies) FIT (Life- Stylists) 3) Individual FIT Market Life-Stylists Romance (Lovey Dovies)
11 2017 Key Strategy B2B Stabilize 4 carrier s air lift between ICN to HNL Develop new charter flight, KE to Kona Create new Hawai i tour products such as Edu Tour, Eco Tour and Lifestyle Tour Promote each Islands with various themed travel itinerary Develop new 2017 MCI Incentive Programs, to accelerate the MCI conversion from tentative to definite B2C Promote Lifestyle Tourism Engage with core 3 target profile to make Repeater s circle to Hawai i Carry Destination Ambassador Programs Launch mega type of promotions for #AlohaEverywhere campaigns Promote authentic Hawai i an host culture and history by leveraging Ma ema e Culture Integration
12 Leisure Programs
13 2017 Sales Mission in 3 Cities Location: Seoul, Busan and Gwangju Save the Date: June 12-14, 2017 Provide travel agents in these cities with in-depth information of Hawai i Build close relationship with local Korean tourism industry
14 Korean TV Show Filming Korean entertainment export - US$ 0.4 billion in 2015 (up 13% YOY) Exports to China have been rapidly growing 50% YOY Host an influential Korean TV show to promote Hawai i in Pan Asia
15 Tourism Ambassador Promotion Position Hawai i as an ideal and top-of-mind travel destination with appointed Korean Celebrities
16 #AlohaEverywhere Spread M o nth C u m u l a t i v e Po s t s ~ JA N 3, F E B 4, M A R 4, A P R 4, M AY 5, J U N 5, J U L 6, A U G 7, Total 7, ~ 2015 JAN FEB MAR APR MAY JUN JUL August AUG Facebook Instagram Naver
17 #AlohaEverywhere Campaign 75% of Koreans in 20s Active Social Media Users Recruit Korean Millennials as Aloha Friends to spread the message on Hawai I s culture and lifestyle
18 Social Influencers Promotion Aloha Muses FAM inviting influential Instagrammers Wifeloggers FAM inviting high-end wifeloggers NAVER Promotion with TV personalities
19 Edu Tourism Promotion Position Hawai i as the perfect place for Edu Tourism targeting families 1 Junior Program (8 weeks Program): 7 to 12 years old Korean juniors 2 Students Program (4 weeks Program): 14 to 16 years old Korean students
20 Lifestyle Tourism Promotion Lifestyle Tourism is Long -Term strategy to promote Hawaiian culture, language and the Aloha spirit Cultural Integration with Hawai I s signature events & festivals to tourism Capitalize on Disney s Moana movie premiere
21 Sports Marketing Hiking & Riding Tours Surfing Promotion with Vans Triple Crown of Surfing Golf Promotion with LPGA
22 MCI Programs
23 Collaboration with Jeju Island 30 th Anniversary of the Sister City Agreement between Hawai i and Jeju Island in 2016 Develop co-op opportunities with Jeju Island such as surfing promotion, Food & Wine Festival as cultural exchange promotion
24 K-Pop Concert & Promotion Successfully held SM Workshop & YG s Bing Bang Concert in 2016 Invite 2 more K Pop Concerts to Hawai i in 2017
25 Study Hawai i Promotion Assist DBEDT s Korea Education Mission in Oct 2016 Encourage Korean Middle/High Schools to send student excursions/ group trips to Hawai i Edu Tourism Promotion in MCI Perspective: School Excursion, Student Exchange Programs over 300 pax
26 Meet Hawai i VIP Weekend Meet Hawai i Event providing in-depth destination presentation from MCI perspective
27 2017 Partnership Opportunities
28 Top 5 Opportunities Contact: Liz You lyou@aviareps.com
29 Mahalo! Hawai i Tourism Korea September, 2016
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