Editor`s Message Market Conditions and Trends

Editor’s Message
VOL.29
June 9, 2014
Aloha!
Hawaii Tourism Japan has collaborated with Sagami Railways to post images of the UltraHawaii characters
throughout the train which will run till June 17. And have participated in five consumer events during the month of
May.
We humbly ask for all of your continuous support as we continue to expand Hawaii tourism opportunities in
Japan. You are more than welcome to contact us regarding any questions, suggestions and/or updates.
Mahalo nui loa!
Market Conditions and Trends
Economy

Japan’s legislation announced that August 11 will become a new national holiday “Mountain Day”
beginning 2016
March Relevant Statistics:
FX Rate (JPY:USD): 101~102
Unemployment:
3.6%
Outbound Travel Market and Competitive Environment

Shifts in Japan’s outbound travel market provides openings for consumers and travel agents to consider
selling Hawaii more
Media and Consumer Trends


Continued growth in popularity of Japanese consumers to be utilizing smartphone to acquire information
and access SNS websites compared to other sources such as TV and newspaper
Continued fragmentation of the media environment of Japan in an effort to capture specific age
demographics with a heavier emphasis placed on older woman’s magazines for 40-50s and 50-60s
focused on fashion and lifestyle
Airlift

Due to a shortage of pilots in Japan for the upcoming summer travel season cancellation in flights for
LCC and major carriers will be on the rise
1

Delta Air Lines will lose two flights from Narita on 6/6 and 6/24 and two flights from Nagoya 6/21 and
6/30 because of this issue
Fuel Surcharges
Airline
JAL
ANA (NH)
HA
ANA (NQ)
DL
CI
UA
KE
Cost
(1-way)
$160
$160
$150
$160
$160
$150
$160
$150
Effective
Dates
til 7/31
til 7/31
til 7/31
til 7/31
from 7/1
from 6/1
from 4/1
til 7/31
Visitor Highlights
Total expenditures by visitors who came to Hawaii in April 2014 decreased 2.2 percent (or $24 million) from last
April to $1.1 billion, according to preliminary statistics released today by the Hawaii Tourism Authority. For the
first four months of 2014, total visitor expenditures fell 2.9 percent to $4.9 billion and total arrivals dropped 2.6
percent to 2,720,760 visitors. There has been negative growth in total visitor expenditures for the last eight
months.
In April 2014, arrivals by air of 639,395 visitors (+0.3%) were comparable to the same month last year. However,
fewer visitors came by cruise ships (-22.2%) which led to a slight drop in total arrivals (-0.7%) to 662,553
visitors. The average daily spending by all visitors (-1.6% to $188 per person) was lower than a year ago.
A drop in Japanese arrivals (-1.6% to 98,686 visitors) was balanced by increased daily spending (+3.4% to $271
per person), resulting in total expenditures of $154.6 million (+0.2%).
There were more visitors to Kauai (+4.2%) and Maui (+2.7%), but fewer visitors to Hawaii Island (-3.8%)
compared to April 2013. Visitor expenditures rose on Kauai (+8.5%) and Hawaii Island (+1.4%) but decreased on
Oahu (-6.1%).
Year-to-date 2014:
Arrivals by air from U.S. West (-5.6%) and U.S. East (-1%) were down, while arrivals from Japan (+2.1%),
Canada (+4%), Other Asia (+10.1%) and Oceania (+1.5%) increased compared to the first four months of 2013.
Total visitor expenditures were higher on Kauai (+3%) but declined on Oahu (-5.3%) and Maui (-1.7%).
*For more information, please see http://www.hawaiitourismauthority.org
2
Ultra Hawaii Campaign
From May 18 till June 17 HTJ collaborated with Sagami Railways to post images of the UltraHawaii characters
throughout the train. With more than 610,000+ daily passengers who utilize this route, this provides a great
opportunity to acquire more exposure of this campaign with the Japanese consumers.
Media Exposure in May
Exposure
Impressions
Ad Value
TV
7
98,032,800
Print & Newspaper
3
3,094,000
Online
7
169,274,417
Total
17
270,401,217
$160,026
$152,627
$26,040
$338,693
Consumer Events
HTJ has attended five consumer events during the month of May to:
 Distribute information through our collateral and interactions with attendees while promoting travel to all of
the Hawaiian Islands
 Raise awareness for our “UltraHawaii” Campaign and products being offered by wholesaler partners
 Acquire more information about regional cities from the event attendees through surveys which totaled
nearly 3,000 results
Below is the list of events:
Odaiba Hawaii Festival (4/26 – 5/6)
One of the largest events during the Golden Week Holiday that attracted around 460,000 throughout Japan with
a large amount of family and senior attendees.
Fukuoka Dontaku (5/3-5/4)


Considered one of the oldest events in Japan with over 800 years of history that attracts over two million
people
Participated in parade with over 200 hula dancers to showcase the ease of travel between Fukuoka and
Hawaii
3
Sogo Kobe Hawaiian Festival (5/5)


5th year of this department store event that is focused on everything Hawaiian including hula, food, and
etc.
Arranged for Miss Hawaii to have two performances to appeal Hawaii to the 2,000+ participants that were
at this area
Greenroom Festival Yokohama (5/24-5/25)


Over 55,000 visitors attended the 10th anniversary of this festival that appeals to younger men and
women in their mid-20s and 30s focused on beach lifestyle and culture
Provided opportunity to branch out interactions with lifestyles that would match with Hawaii travel
Kansai Airport Tabihaku (5/24-5/25)
 Nearly 40,000 visitors experienced this year’s festivities which is also the 10th anniversary for the Kansai
Airport
 Provided HTJ further opportunity to develop this market and further improve load factors from Osaka and
surrounding regional areas
Odaiba Hawaii Festival
Greenroom Festival Yokohama
Fukuoka Dontaku
Sogo Kobe Hawaiian Festival
Kansai Airport Tabihaku
Trade Events
Ultra Hawaii Caravan Seminars (Hiroshima (5/7), Fukuoka (5/9), Kumamoto (5/12), Tokyo (5/29)):
The second month of our caravan seminar activities focused on the regions of Hiroshima, Fukuoka, and
Kumamoto for Travel Agents and Fukuoka for Consumers. The addition of the Tokyo Seminar Event was in
collaboration with Hawaii Promotion Committee East (HPCE).
4
Travel Agents Attendance:
Hiroshima (5/7)
63 pax
Fukuoka (5/9)
Kumamoto (5/12)
Tokyo (5/29)
Total





86 pax
21 pax
61 pax
231 pax
Consumer Attendance:
Fukuoka
530 pax (908 applied)
(5/9)
Total:
530 pax (908 applied)
Continued working with over twenty of our partners to reach out to regional areas in order to stimulate more
first time travel to Hawaii including Hotels, Attractions, Retail, Rent-a-car companies, and wholesalers
Presented viable information relating to recent trends and news about Hawaii to broaden the appeal of the
variety of activities and opportunities to explore Hawaii that will assist with the sales in these regional areas
Provided opportunity for these partners from both Hawaii and Japan to directly communicate with attendees
and appeal their Hawaii offerings including UltraHawaii packages
Exchanged information between both travel agents and consumers and attempted to integrate them with our
other resources like Facebook, Hawaii-TV, Aloha Program, and etc. so that they can continue to stay updated
on Hawaii information
These efforts to provide updates of the market in regional cities of Japan will continue in July in Yokohama,
Sendai, and Sapporo
Hiroshima Agent Seminar
Fukuoka Agent Seminar
Kumamoto Agent Seminar
Fukuoka Consumer Seminar
Tokyo Agent Seminar with HPCE
Brand USA Fukabori Seminar & Workshop (Nagoya 5/22; Osaka 5/23):
In addition to the UltraHawaii Caravan Seminar & Workshops, HTJ participated in the Brand USA Fukabori
Seminar & Workshop in both Nagoya and Osaka in order to appeal Hawaii to travel agents responsible for
selling American products to Japanese consumers. In total 42 agents representing 38 travel agencies had a
chance to deepen their understanding of 13 tourism bureaus during seminars and workshops while in Nagoya
and in Osaka a total of 72 agents from 66 travel agencies had a similar opportunity.
5
As these agents are not specifically selling Hawaii, this opportunity was spent
educating them on basic Hawaii information including the difference between
Hawaii’s neighbor islands that will be beneficial to their sales efforts. To further
expand our chances to get more sales efforts from a variety of resources, HTJ will
be in further communication with them through our e-newsletters and other online
tools to further their education of Hawaii.
JTB Look College Osaka (5/13)
In order to develop the new counter sales staff in the Osaka area, JTB requested HTJ to provide this training
session to 33 of their staff. At this training event, HTJ spent time educating the participants with basic information
about Hawaii and giving a brief overview of what is available on the neighbor islands. Participants showed great
interested in furthering their understanding about the neighbor islands and what kind of offerings are available so
HTJ is looking to work with JTB Osaka in order to hold another training opportunity during their shimoki period
(October to March).
Media Exposure
Print Media
Media
Date
Circulation
Demographic
FRaU
May 12
100,000
Women in late 20’s to 30’s
Lani Lani
May 1
200,000
General
Feature
Introducing sports in Hawaii
using Ms. Nana Eikura
Feature
Island
Total Page of
Exposure
Oahu
Quarterly magazine
introducing the lifestyle of Eric
Takahata
All Islands
Sky
May 1
1,030,000
Passengers flying on Delta Air
Lines
Bi monthly magazine
introducing twilight at Mauna
Lani Bay
Hawaii Island
10 page
2 page
½ page
6
Print Media Cont.
Media
Date
Circulation
Demographic
Feature
Feature
Island
Total Page of
Exposure
JB-Style
May 1
300,000
JCB cardholders (higher
than Gold) 40 to 50 men
Introducing sightseeing
spots & shops in Maui
Maui
Liniere
May 20
20,000
Women in late 20’s to 40’s
Asahi Shimbun
May 31
7,612,337
General
Guidebook for Oahu, Hawaii
Island, and Maui
Oahu, Hawaii Island, Maui
Newspaper comic introducing
muumuu
All Islands
16 page
111 page
½ page
Online
Media
Travel Vision
May 20
1,000
Travel Trade
online magazine
Introduce HTJ
Seminar Caravan
World Beach
Guide
May 8
N/A
People who like
world beaches
Introducing
Hawaiian May!
All Islands
Oahu
Maui
Delta Sky Online
Wing Travel Daily
Date
Page View
Demographic
May 1
N/A
Delta flyers
Feature
Introduces
twilight at Mauna
Lani Bay
Hawaii Island
Feature Island
May 13
1,200,000
Travel Trade
media
Introducing
Haleakala
Asahi Shimbun
Digital
May 31
64,477,303
General
Newspaper
comic introducing
muumuu
All Islands
7
Radio
Media
I Heart Hawaii
Radio Station
Date/Time
Reach
Circulation
Feature
Inter FM
May 3, 10, 17, 24, 31
679,241
Kanto Area
General Hawaii
information &
Hawaiian Music
All Islands
Featured Island
Total Time of
Exposure
90 min x 5 = 450 min
So Much More
Hawaii
FM North Wave
May 4, 11, 18, 25
72,072
Hokkaido Area
General Hawaii
Information
All Islands
15 min x 4 = 60
min
Going abroad from
Hokkaido
FM North Wave
May 24
18,018
Hokkaido Area
Introducing King
Kamehameha
Celebration
All Islands
Hawaiian Spec
5 min
10 min x 5 = 50 min
Date FM
May 1, 8, 15, 22, 29
100,000
Sendai Area
General Hawaii
information &
Hawaiian Music
All Islands
Upcoming Events
Travel Trade & Media Projects
June
6/13-18
6/21
6/22-26
6/25
Press Tour (Oahu, Big Island, Kauai)
HIS Osaka Umeda Hawaii Specialty Shop Opening
Hawaiian Airlines HTJ FAM Tour Sendai Sapporo and Tokyo Maui & Oahu
UltraHawaii Travel Guide sales begin
July
7/11
7/15
7/17-18
UltraHawaii Caravan Yokohama with HPCE
UltraHawaii Caravan Sendai with Travel Trade Seminar
UltraHawaii Caravan Sapporo with Travel Trade & Consumer Seminar
Radio Promotion (monthly)
FM North Wave (Hokkaido)
InterFM (Kanto & Naoya)
Date FM (Sendai)
Every Sunday 15 min (9:00-9:15)
Every Saturday 120 min (8:00-9:30)
Every Thursday 10 min (16:35-16:45)
Thank you for reading our HTJ Newsletter!
Should you have any questions, please refer to our contact information below.
E-mail: hawaii@htjapan.jp
Address: 1600 Kapiolani Blvd Suite 723 (Pan Am Bldg), Honolulu, HI 96814
Tel: (808)942-4200
Fax: (808)942-4202
.
8