2016 Hawai i Tourism Conference Korea Market Update September 2016 Hawai i Tourism Korea
Korea Market Update
Korean Economic Update 1,163.96 won 1,114.66won
Korea Outbound Travelers (million) 25 20 KOREAN OUTBOUND SIZE Equivalent to 44% of the total Korean population traveling 15 Expected to surpass 22M in 10 2016, thanks to increasing 5 0 2011 2012 2013 2014 2015 2016 public holidays, LCC carriers and rise of FIT travels 2017 Forecast: 25M
Total Korean Visitors to Hawai i M o nth 2016 G r o w t h J A N 2 1, 9 0 9 20.6% F E B 1 7, 3 0 9 24.9% M A R 1 4, 3 8 0 13.1% A P R 1 6, 1 0 2 7. 3 % M AY 1 6, 9 0 3 1 1. 6 % J U N 1 7, 7 7 9 29.6% J U L 1 9, 1 5 5 22.3% Total 1 2 3, 5 3 8 18.5% 250,000 200,000 150,000 100,000 50,000 0 2016 forecast 223,000 2008 2009 2010 2011 2012 2013 2014 2015 2016 Statistics 2016 Hawai i Visitors Total Korean Visitors 2008 2016
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
Korean Air ICN-KOA Charter Flight Operational Plan October 2017 Chuseok (Korean Thanksgiving) Seats 368 Schedule 5 flights
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.
2017 New Initiatives
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)
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
Leisure Programs
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
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
Tourism Ambassador Promotion Position Hawai i as an ideal and top-of-mind travel destination with appointed Korean Celebrities
#AlohaEverywhere Spread M o nth C u m u l a t i v e Po s t s ~ 2 0 1 5 348 JA N 3, 1 8 8 F E B 4, 0 1 1 M A R 4, 2 6 9 A P R 4, 6 4 3 M AY 5, 5 6 0 J U N 5, 8 6 1 J U L 6, 3 6 1 A U G 7, 8 1 3 Total 7,813 9000 8000 7000 6000 5000 4000 3000 2000 1000 0 ~ 2015 JAN FEB MAR APR MAY JUN JUL August AUG Facebook Instagram Naver
#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
Social Influencers Promotion Aloha Muses FAM inviting influential Instagrammers Wifeloggers FAM inviting high-end wifeloggers NAVER Promotion with TV personalities
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
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
Sports Marketing Hiking & Riding Tours Surfing Promotion with Vans Triple Crown of Surfing Golf Promotion with LPGA
MCI Programs
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
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
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
Meet Hawai i VIP Weekend Meet Hawai i Event providing in-depth destination presentation from MCI perspective
2017 Partnership Opportunities
Top 5 Opportunities Contact: Liz You lyou@aviareps.com
Mahalo! Hawai i Tourism Korea September, 2016