Hawaii Tourism Authority - March 2013 April 5,

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Hawaii Tourism Authority - March 2013 April 5, 2013... Chelsea.Morgan@GeneralSentiment.

1 Hawaii Tourism Authority - March 2013 April 5, Chelsea.Morgan@GeneralSentiment.com SECTIONS OF THIS REPORT Top Hawaii Destinations Top MES Attributes Top Competitor Destinations Drivers of Conversation One-Year Retrospective Twitter Follower Analysis Twitter Mentioner Analysis

SECTION I: Hawaii and Hawaii Destinations The table below ranks Hawaii and its destinations based on overall travel discussion for the month.

Previous Month Trailing Six Months VOLUME MEDIA VALUE VOLUME MEDIA VALUE Rank Destination Current Month Change Prev.

7% $18,953 3 Oahu 2,172 $46,244 4 Honolulu 1,497 64.5% $7,013 4 Honolulu 1,432 $11,823 5 Waikiki 1,239 24.5% $15,044 5 Waikiki 1,214 $14,982 6 Kauai 906 3.

2 SECTION I: Hawaii and Hawaii Destinations The table below ranks Hawaii and its destinations based on overall travel discussion for the month. The table features volume change from the previous month, this month s Perception Media Value totals and the six-month trailing averages for both volume and Perception Media Value. Current Month vs. Previous Month Trailing Six Months VOLUME MEDIA VALUE VOLUME MEDIA VALUE Rank Destination Current Month Change Prev. Current Month Rank Destination Average Volume Average Media Value 1 Hawaii 25, % $347,847 1 Hawaii 27,624 $620,443 2 Maui 2, % $46,480 2 Maui 3,696 $114,504 3 Oahu 1, % $18,953 3 Oahu 2,172 $46,244 4 Honolulu 1, % $7,013 4 Honolulu 1,432 $11,823 5 Waikiki 1, % $15,044 5 Waikiki 1,214 $14,982 6 Kauai % $31,278 6 Kauai 1,110 $40,639 7 Island of Hawaii % $8,562 7 Island of Hawaii 1,045 $23,830 8 Lanai % $2,405 8 Lanai 415 $7,053 9 Waikiki Beach % $2,520 9 Molokai 230 $ Molokai % $2, Waikiki Beach 156 $1, Niihau % $ Niihau 33 -$ Kahoolawe % $ Pearl Harbor Memorial 29 -$37 13 Pearl Harbor Memorial % -$68 13 Kahoolawe 15 $151 * Destinations ranked by overall volume for current month Hawaii Travel Volume This month: 25,404 Last March: 36,178 *** *** Average is of data from trailing six months Ranked Sources Below, the sources of conversation about Hawaii travel are ranked first by overall volume and then by Perception Media Value. Top 5 by Volume 1. Twitter 2. facebook.com 3. blogspot.com 4. bizjournals.com 5. wn.com Top 5 by Perception Media Value 1. scribd.com 2. dailymotion.com 3. slideshare.net 4. facebook.com 5. Los Angeles Times 2

3 SECTION I (continued): Hawaii and Hawaii Destinations The tables below rank Hawaii and its destinations based on negative discussion. The tables feature amounts of negatives references and overall volume for the current month and averages of each over the last six months as well as percentages of negative discussion for the current month, the previous month and six-month trailing averages. Current Month Vs. Previous Month DISCUSSION NEGATIVITY Rank Destination Negative References Volume Negative Percentage Previous Month 1 Hawaii 5,651 25, % 19.8% 2 Maui 481 2, % 9.2% 3 Oahu 313 1, % 16.2% 4 Kauai % 23.1% 5 Island of Hawaii % 34.7% 6 Honolulu 145 1, % 10.3% 7 Waikiki 123 1, % 27.1% 8 Molokai % 36.4% 9 Lanai % 77.3% 10 Waikiki Beach % 48.3% 11 Kahoolawe % 100.0% 12 Pearl Harbor Memorial % 100.0% 13 Niihau % 10.5% * Destinations ranked by negative percentage Trailing Six Months DISCUSSION NEGATIVITY Rank Destination Average Negative References Average Volume Average Negative Percentage 1 Hawaii 6,504 27, % 2 Maui 667 3, % 3 Oahu 404 2, % 4 Kauai 324 1, % 5 Island of Hawaii 302 1, % 6 Waikiki 244 1, % 7 Honolulu 200 1, % 8 Lanai % 9 Molokai % 10 Waikiki Beach % 11 Pearl Harbor Memorial % 12 Kahoolawe % 13 Niihau % 3

4 SECTION II: MES The tables below rank the MES messages by volume. The tables contain this month s volume totals and reach scores, the previous month s volume totals and reach scores, the percentage change for both and average volume and reach scores for the previous six months. Current Month vs. Previous Month VOLUME REACH SCORE Rank Attribute Current Month Previous Month Change Current Month Previous Month Change 1 HTA - Easy to Get There 23,421 28, % % 2 HTA - Romantic 23,010 20, % % 3 HTA - Good Value 12,115 51, % % 4 HTA - Unique Scenery 11,013 12, % % 5 HTA - Family 11,004 11, % % 6 HTA - Intriguing History and Culture 8,313 8, % % 7 HTA - Friendly People 7,935 7, % % 8 HTA - Variety of Cuisine 6,156 6, % % 9 HTA - Different From Others 5,394 6, % % 10 HTA - Safety 5,122 7, % % 11 HTA - Unique Experiences 4,580 5, % % 12 HTA - Relaxation 2,082 2, % % 13 HTA - Easy to Get Around 1,594 1, % % 14 HTA - Clean Environment 1,545 2, % % 15 HTA - Get Away From It All % % 16 HTA - Authentic % % 17 HTA - Keep Coming Back % % Trailing Six Months VOLUME REACH SCORE Rank Attribute Average Average 1 HTA - Easy to Get There 37, HTA - Good Value 37, HTA - Romantic 22, HTA - Family 19, HTA - Intriguing History and Culture 13, HTA - Unique Scenery 13, HTA - Friendly People 11, HTA - Safety 10, HTA - Different From Others 7, HTA - Variety of Cuisine 7, HTA - Unique Experiences 6, HTA - Easy to Get Around 3, HTA - Clean Environment 2, HTA - Relaxation 2, HTA - Get Away From It All 1, HTA - Authentic 1, HTA - Keep Coming Back * Messages ranked by volume 4

5 SECTION III: Hawaii Travel and Competitors The tables below rank Hawaii s competitors based on overall travel discussion for the month. The tables also feature volume change from the previous month, Perception Media Value for the current month, trailing six-month volume averages and trailing six-month Perception Media Value averages. Current Month vs. Previous Month VOLUME MEDIA VALUE Rank Destination Current Month Change Prev. Current Month 1 UK 268, % $2,679,085 2 England 214, % $2,200,019 3 Florida 121, % $2,956,214 4 California 75, % $5,538,390 5 Mexico 46, % $403,187 6 Caribbean 44, % $466,780 7 Louisiana 39, % $580,966 8 Nevada 37, % $1,235,809 9 Scotland 36, % $498, Texas 33, % $689, Hawaii 29, % $667,298 * Destinations ranked by volume Trailing Six Months VOLUME MEDIA VALUE Rank Destination Average Average 1 UK 307,921 $4,024,049 2 England 258,310 $4,717,109 3 Florida 97,604 $2,332,684 4 California 95,356 $5,472,069 5 Caribbean 46,167 $318,648 6 Louisiana 42,873 $147,955 7 Mexico 42,675 $355,001 8 Scotland 41,278 $533,639 9 Texas 39,606 $1,152, Nevada 39,046 $791, Hawaii 27,624 $620,443 5

6 SECTION III (continued): Hawaii Travel and Competitors The tables below rank Hawaii s competitors based on negative discussion. The tables feature amounts of negatives references and overall volume for the current month and averages of each over the last six months as well as percentages of negative discussion for the current month, the previous month and six-month trailing averages. Current Month Vs. Previous Month DISCUSSION NEGATIVITY Rank Destination Negative References Volume Negative Percentage Previous Month 1 UK 148, , % 60.3% 2 England 113, , % 58.5% 3 Florida 30, , % 27.0% 4 California 30,810 75, % 64.4% 5 Mexico 20,048 46, % 55.3% 6 Caribbean 19,431 44, % 39.1% 7 Ireland 15,630 29, % 81.6% 8 Texas 14,561 33, % 54.3% 9 Scotland 13,059 36, % 49.4% 10 Nevada 11,721 37, % 49.4% 11 Wales 9,904 23, % 47.6% 12 Louisiana 8,520 39, % 53.1% 13 Hawaii 5,699 25, % 19.8% 14 Northern Ireland 3,294 4, % 56.3% 15 South Carolina 2,896 9, % 20.0% * Destinations ranked by negative percentage Trailing Six Months DISCUSSION NEGATIVITY Rank Destination Average Negative References Average Volume Average Negative Percentage 1 UK 219, , % 2 England 151, , % 3 California 64,152 97, % 4 Florida 39,998 46, % 5 Nevada 31,909 41, % 6 Louisiana 31,381 95, % 7 Mexico 23,812 39, % 8 Texas 23,681 39, % 9 Caribbean 23,479 42, % 10 Scotland 20,819 42, % 11 Ireland 12,856 21, % 12 Wales 8,244 14, % 13 Hawaii 6,504 27, % 14 South Carolina 4,445 4, % 15 Northern Ireland 3,608 9, % 6

7 SECTION IV: Drivers of Conversation TIME finds that Hawaiian tourists want to visit shooting ranges TIME reported that ground zero for gun tourism, in fact, is reportedly not the Las Vegas Strip but beautiful Waikiki, Hawaii. Camera lost in Hawaii in 2007 appears in Taiwan A woman visited Hawaii six years ago, lost a waterproof camera and ended up winning a trip to Taiwan to retrieve the newly found camera, which still had a working memory card SECTION V: One-Year Retrospective Hawaii - Historical Review VOLUME MEDIA VALUE Month Total Change Prev. Total Change Prev. March , % $1,204, % April , % $1,483, % May , % $2,161, % June , % $1,271, % July , % $1,296, % August , % $1,021, % September , % $772, % October , % $826, % November , % $1,356, % December , % $779, % January , % $767, % February , % $482, % March , % $347, % KEY CONVERSATION DRIVERS March 2012 Discussion about spring skyrocketed in March, focusing on warmer weather and Spring Break. April 2012 The Dalai Lama spent a few days in Hawaii discussing tolerance, perseverance and compassion in daily life. May 2012 The impact of long-term erosion on Hawaii s beaches on the environment and tourism inspired discussion. June 2012 Federal judges defend Maui conferences as cost-effective. July 2012 Honolulu Airport deemed the third most likely airport to spread a major disease. August 2012 Airlines increased service to Hawaii. A state department called tourism strong and predicted modest growth. September 2012 An Associated Press story about what's authentically Hawaiian and what's not circulated online. October 2012 An earthquake in Canada led to tsunami warnings and evacuations in Hawaii. November 2012 Hawaii s Mazie Hirono is the first Asian American woman and the first Buddhist elected to the Senate. December 2012 The Obama family travels to Hawaii, and many sites focus on Oahu. January 2013 The Hawaii Tourism Authority announces that Hawaii saw almost 8 million visitors in February 2013 Hawaii tops Gallup's ranking of the 50 states according to well-being for the fourth consecutive year. March 2013 A camera lost in Hawaii in 2007 turns up in Taiwan, and TIME finds that tourists visit Waikiki for guns. 7

8 SECTION VI: Twitter Follower Analysis FOLLOWERS MEDIAMATCH television show matches 20,143 Over Index Shared Followers Show Followers

9 SECTION VI (continued): Twitter Follower Analysis FOLLOWERS MEDIAMATCH brand matches 20,143 Over Index Shared Followers Brand Followers

10 SECTION VI (continued): Twitter Follower Analysis FOLLOWERS DEMOGRAPHICS & PSYCHOGRAPHICS 20,143 AGE 25 to % 12.67% 35 to % 3.66% 17 to % 53.32% 50 to % 1.71% 16 and under % 28.34% 70 and over % 0.30% PROFESSION Sales/marketing % 7.18% Journalists % 5.50% Senior managers % 7.22% Authors/writers % 4.41% Entrepreneurs % 3.56% RACE/ETHNICITY White/caucasian 2, % 78.52% Hispanic % 10.50% Asian % 0.92% African American % 10.06% LIKES & INTERESTS Coffee 1, % 1.29% News 5, % 7.11% Politics 3, % 4.89% Technology 3, % 3.14% Travel 3, % 2.33% GENDER Female 4, % 55.38% Male 2, % 44.62% FAMILY STATUS Parents % 18.55% Married % 8.41% Single % 2.63% Engaged % 0.35% Divorced % 0.09% LOCATION Hawaii 1, % 0.43% California % 14.30% New York State % 8.53% Florida % 6.33% Washington % 1.76% TWITTER ACTIVITY 1-7 twts/week 2, % 14.37% 1-5 tweets/day 1, % 7.82% 1-4 twts/month 1, % 14.10% < 1 twt/month 1, % 59.34% > 5 tweets/day % 4.36% 10

11 SECTION VII: Twitter Mentioner Analysis MENTIONERS MEDIAMATCH television show matches 290,868 Over Index Shared Mentioners Show Mentioners

12 SECTION VII (continued): Twitter Mentioner Analysis MENTIONERS MEDIAMATCH brand matches 290,868 Over Index Shared Mentioners Brand Mentioners

13 SECTION VII (continued): Twitter Mentioner Analysis MENTIONERS DEMOGRAPHICS & PSYCHOGRAPHICS 290,868 AGE 17 to % 53.32% 25 to % 12.67% 35 to % 3.66% 16 and under % 28.34% 50 to % 1.71% PROFESSION Journalists % 5.50% Sales/marketing % 7.18% Authors/writers % 4.41% Senior managers % 7.22% Entrepreneurs % 3.56% RACE/ETHNICITY White/caucasian % 78.52% African American % 10.06% Hispanic % 10.50% Asian % 0.92% LIKES & INTERESTS News 2, % 7.11% Politics 1, % 4.89% Technology 1, % 3.14% Comedy 1, % 3.53% TV/film 1, % 4.70% GENDER Female 58, % 55.38% Male 58, % 44.62% FAMILY STATUS Parents % 18.55% Married % 8.41% Single % 2.63% Engaged % 0.35% LOCATION Hawaii % 0.43% California % 14.30% New York State % 8.53% Florida % 6.33% Texas % 7.74% TWITTER ACTIVITY 1-5 tweets/day 1, % 7.82% > 5 tweets/day 1, % 4.36% 1-7 twts/week % 14.37% 1-4 twts/month % 14.10% < 1 twt/month % 59.34% 13

WE KNOW THE ISLANDS. A&B Properties is the real estate subsidiary of Alexander & Baldwin, Inc., Hawaii s fourth

WE KNOW THE ISLANDS. A&B Properties is the real estate subsidiary of Alexander & Baldwin, Inc., Hawaii s fourth OAHU, HAWAII WE KNOW THE ISLANDS A&B Properties is the real estate subsidiary of Alexander & Baldwin, Inc., Hawaii s fourth largest private landowner, holding nearly 88,000 acres primarily on the islands