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� Monthly Newsletter� � � � Vol. 9 No. 6
Aloha!! Hawai‘i Tourism Asia would like to express its gratitude to those partners who participated in the Annual Asia Travel Mission in May. Twenty-seven (27) Hawai‘i companies/organizations participated in the Korea events and 16 in the China events from May 23-29. Following are just some of the highlights of Hawai‘i Tourism Asia’s activities during the past month and your opportunities to participate in some of our future marketing programs in Asia. Mahalo!
Asia-wide: Annual Hawai‘i Asia Travel Mission held in Korea and China (May 23 ~ 29) Hawai‘i Tourism Asia successfully organized the 2012 Annual Hawai‘i Asia Travel Mission in Seoul, Korea and Hangzhou, China from May 23~29. Lieutenant Governor Brian E. Schatz of the State of Hawai‘i participated in the Mission in Korea. Hawai‘i Asia Travel Mission in Seoul, Korea (May 23~24): Hawai‘i Tourism Korea presented the
largest Mission this year in its history inviting a total of 27 delegates from Hawai‘i. The Korea portion of the Mission was held from May 23~24, with four major events. Korea Market Briefing: Hawai‘i delegates obtained updated information on Korea’s current outbound
travel market trends. Hawai‘i Travel Agent Seminar: HTK invited more than 100 working level travel agents to attend a
full-day educational seminar with all delegates. Aloha VIP Reception: HTK invited over 100 VIPs including top management of Korea’s leading travel
agents, airlines and media to an evening reception featuring performances by famous Korean singer and musical actor, Mr. TaeKyeong Im and hula dancers from the Polynesian Cultural Center.
Hawai‘i Travel Mart: the Mission organized one-on-one meetings between the Hawai‘i delegation and 23 major travel agents on the second day.
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The following 27 Hawai‘i delegates participated in the mission in Korea:
* Ala Moana Center * JTB Global Travel Service, LLC * Ala Moana Hotel * Kualoa Ranch Hawaii * Alamo Rent a Car * Landmark Hotels Group * Aqua Hotels & Resorts (The Kahala Hotel & Resort, Makena Beach & Golf Resort) * Aston Hotels & Resorts * Marriott Resorts Hawaii * Dollar Rent a Car * Outrigger Hotels & Resorts * E Noa Corporation * Polynesian Cultural Center * Euro USA * Premium Outlets * Grand Wailea * Starwood Hotels & Resorts Hawaii * Hawaiian Airlines * Waikiki Resort Hotel * Hertz Rent a Car * Big Island Visitors Bureau * Hilton Hawaii * Kaua‘i Visitors Bureau * Honolulu Marathon & The Hapalua * Maui Visitors & Convention Bureau * Hyatt Resorts Hawaii * O‘ahu Visitors Bureau
3rd Hawai‘i Asia Travel Mission in Hangzhou, China (May 27~29): Hawai‘i Tourism China successfully organized the 3rd Hawai‘i Asia Travel Mission to China held this year in Hangzhou, welcoming 16 companies and organizations from Hawai‘i. The China section of the Mission included five major events: China Market Briefing: Hawai‘i delegates obtained updated information on China’s current outbound
travel market trends. Welcome Dinner Reception & Impression West Lake Show: HTC invited all delegates from Hawai‘i
to enjoy a Hangzhou banquet dinner and the theatrical production of “Impression West Lake Show”. Hawai‘i Travel Agent Seminar: over 90 working level travel agents from all over China (Beijing,
Shanghai, Guangzhou, Shenzhen, Chengdu, Nanjing, Hangzhou, etc.) attended a full day educational seminar with Hawai‘i delegates. The highlight of this year’s Mission was Keli‘i and Kainoa of HTA starting the seminar with the Ma‘ema‘e culture program.
Aloha Dinner Reception: HTC invited 90 travel agents, airline partners and media to the Aloha Dinner Reception. 16 leading agents and airlines were presented with awards for outstanding contributions to Hawai‘i travel from China. The awards also recognized industry partners who promoted the first direct charter flights and the first regularly scheduled flights from China.
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Hawai‘i Travel Mart: provided one-on-one meetings between Hawai‘i delegates and 16 major travel agents from all over China.
The following 16 Hawaii delegates participated in the mission in Hangzhou, China.
* Ala Moana Center * Kualoa Ranch Hawaii * Ala Moana Hotel * Marriott Resorts Hawaii * Aston Hotels & Resorts * Starwood Hotels & Resorts Hawaii * Dollar Thrifty Automotive Group * Big Island Visitors Bureau * Hawaiian Airlines * Kaua‘i Visitors Bureau * Hilton Hawaii * Maui Visitors & Convention Bureau * Hyatt Resorts Hawaii * O‘ahu Visitors Bureau * JTB Global Travel Service, LLC * Hawai‘i Tourism Authority
KOREA:
Online Promotion with Korean Air (May 21~June 30) Korean Air is organizing two large-scale online Hawai‘i promotions targeting Korean FIT customers. One event is for the general customers who purchase airline tickets to Honolulu through the Korean Air website. A total of 60 Korean travelers will win various gifts including hotel accommodations, restaurant certificates and shopping coupons in Hawai‘i. Participants in the campaign include Hyatt Regency Waikiki Beach Resort & Spa, Marriott Resorts Hawaii, Sheraton Waikiki, The Modern Honolulu, Hawaii Prince Hotel Waikiki, Ala Moana Hotel, Grand Wailea, The Ritz-Carlton Kapalua, The Fairmont Orchid Hawaii, Hilton Waikoloa Village, Grand Hyatt Kauai Resort & Spa, Kauai Beach Resort, Royal Hawaiian Center, Ala Moana Center, The Pineapple Room, and Japengo at the Hyatt Regency Waikiki Resort & Spa. The other Hawai‘i campaign is open to Koreans who register by answering three quiz questions on the Korean Air website. A total of 300 people who submit correct answers will win free coffee coupons.
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Lieutenant Governor Brian Schatz visits Korea (May 23 ~ 25) Lieutenant Governor Brian Schatz, of the State of Hawai‘i, visited Korea to attend the Hawai‘i Travel Mission in Korea, and to express his appreciation to all travel partners during the Travel Mission. He had a media roundtable interview with all the major travel trade media including Global Travel News, Korea Travel Times, Korea Travel Information Times and Korea Travel News on May 23. He also had top-level meetings with airline partners, Korean Air and Asiana Airlines on May 24.
Hawaiian Airlines Top Management FAM Trip (April 24~28) Hawai‘i Tourism Korea worked with Hawaiian Airlines to host a VIP FAM trip consisting of 12 pax, visiting Hawai‘i, the Big Island and O‘ahu during the shoulder season. Hilton Hawaii (Hilton Hawaiian Villages Beach Resort & Spa, Hilton Waikoloa Village) sponsored this FAM trip for the accommodation and meals. The Big Island Visitors Bureau also sponsored a welcome dinner at Waikoloa Beach Marriott Resort in Kona, and Roberts Hawaii and Tournet Hawaii sponsored ground transportation with special rates on both islands. Mauna Kea Golf Course and Ko Olina Golf Course provided special golf greens fees for the FAM members, and Dollar Rent a Car and DFS Galleria Waikiki also sponsored meals for the group during the fam.
Hana Tour International Travel Show Hawai‘i Tourism Korea participated in Hana Tour International Travel Show from May 18 to 20 at KINTEX, one of the largest convention halls in Korea. HTK participated in the show with a booth, and had a chance to meet general consumers and answer inquiries about Hawai‘i. HTK also distributed Korean Hawai‘i official guidebooks and maps to consumers at the fair. During the 3-day exhibition, a total of 70,200 visitors visited the travel show.
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CHINA: New Hawai‘i Tour Products in China
Hawai‘i Tourism China is working with Hawaiian Airlines Sales Representative Lily Yu in the Shanghai GSA Office, one of two offices HA has set up in China this year. CITS’ head office was appointed to handle the North China and the South China markets and Shanghai Spring Int’l will take care of East China and Southwest China. HTC actively introduced the two HA offices to all outbound agencies in China to help facilitate group bookings and payments. The offices participated in GITF in Guangzhou and WTF in Shanghai and their Chinese promotional leaflets are available to agents and consumers. These promote not only inter-island services but also Asia to Hawai‘i and West Coast routes.
Beijing Caissa Travel International has started to promote its Hawai‘i honeymoon package this month, which runs through October 2012. The package includes a wedding ceremony, photo taking and bridal make up. All tourists will stay 4 nights in Honolulu at 5-star hotels. The package price is $5,100 per person.
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China International Travel Service, the
GSA of Hawaiian Airlines, has blocked 2615 seats on the airline. The agency is working with the airline and HTC on a marketing campaign, which includes press conference, online promotion, ads on popular media and a media Fam. The first press conference involving all major media was held in Beijing on May 31 and the campaign will officially start on June 1 and last for six months. CITS will hold a second press conference in Honolulu on August 1 and about eight Chinese media and over 10 US media will be invited. It will be officiated by representatives from CNTA, the China Consulate General in LA and HTA. To support the marketing campaign, CITS has launched new Hawai‘i tour packages on its own website: www.cits.com.cn.
UTour International Travel Service Beijing is busy promoting its Hawai‘i summer packages and sales feedback shows the 4 nights/6 days tour is the most popular. Utour has added optional tours of neighbor islands, Polynesian Cultural Center, Kualoa Ranch, Ali‘i Kai Dinner Cruise and Atlantis Submarine to the package. The selling price is $1,720 per person.
Hawai‘i Tourism China has been working with Byecity on its FIT 4 nights/6 days O‘ahu-only tour package promoted on its website http://www.byecity.com. Byecity offers different levels of packages with the lowest price starting from $1,400 and includes 2 nights at a 3-star hotel and a round trip flight ticket. Unlike most similar products, this is a daily departure product. Also, Byecity is promoting neighbor islands in these packages as an optional tour and working with Korean Air on the promotion.
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World Travel Fair (WTF) 2012 (May 10-12) Hawai‘i Tourism China participated in World Travel Fair in Shanghai, which attracted 550 exhibitors from 50 countries, 7,250 trade and 35,000 public visitors. HTC shared a booth with Shanghai Spring International, and made a Hawai‘i tourism presentations on the first day. HTC also sponsored lucky draw prizes in a joint promotion of Hawai‘i with Shanghai Spring International.
Group Media Fam (May 4-11) Hawai‘i Tourism China organized a group media fam to Hawai‘i with the following leading consumer travel and lifestyle media in China :
National Geographic Traveler Cosmopolitan Travel + Leisure Traveling Scope Grazia Travel Channel, Sina.com
With support from BIVB, OVB and other Hawai‘i partners, the group visited Hawai‘i, the Big Island and O‘ahu to experience the natural beauty highlights, outdoor activities and Hawai‘i arts and culture.
China Media coverage on Hawai‘i
Golf Vacation + Lifestyle (May): one of the most popular magazines combining golf and travel, it targets golf lovers with content about all aspects of the game and an emphasis on golf-related vacations. Circulation is 250,000. Hawai‘i Tourism China secured a feature in the May issue introducing the recently opened Kukui‘Ula Resort and Golf Course. Total equivalent advertising value: $497,800.
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Elle Men (April): a popular lifestyle magazine for affluent
males throughout China. Circulation is 520,000. HTC supported the magazine’s trip to Hawai‘i for a photo shoot of Miss World (China). The April issue featured 6 full pages of coverage. Total equivalent advertising value: $500,000.
TTG China (April): a travel trade magazine, which provides the latest coverage of news and issues relevant to industry experts. It is distributed to major agents, tour operators and wholesalers nationwide. Circulation is 32,000. The April issue featured Destination Hawai‘i as the cover story and included two full pages about travel trade personnel, new product development, newly opened hotels, editor’s comments, etc. Total equivalent advertising value: $70,900.
Hawai‘i won the Best Island Destination award in China Hawai‘i won the Best Island Destination award at the Annual National
Geographic Traveler Tourism Awards. National Geographic Traveler is a prominent consumer travel magazine in China, with a monthly circulation of 718,750 copies. More than 130,000 people voted for the awards online over three months. David Sun accepted the accolade on behalf of Hawai‘i Tourism China at the May 14 awards ceremony in Beijing that was also attended by film and music celebrities.
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TAIWAN:
New Hawai‘i Tour Products in Taiwan
All Nippon Airways (ANA) and 9 travel agents jointly launched a new Hawai‘i FIT product, “ANA: Hawai‘i Fun & Easy Travel” at the Hawaiian-style restaurant, Haleakala on May 10. The new packages target different segments including surfers, families, honeymooners, budget and luxury travelers, etc. Tour packages range from US$990 to US$2600, with optional tours to neighbor islands. To celebrate its 60th anniversary, ANA is providing a special discount Taipei-Tokyo roundtrip ticket for US$290 before June 20. ANA sales managers joined the recently held Hawai’i Tourism Asia Agent Super Fam Tour.
Hawai‘i Tourism Taiwan worked with Yahoo to have ACITS Travel’s 5-day, 6-day and 8-day Hawai‘i packages promoted at the 6th Travel EXPO on-line held by Yahoo from May 10 to June 10. The activity website is: http://tw.travel.campaign.yahoo.net/travelexpo6. Yahoo also provided a variety of giveaways including NT$1 air tickets or accommodations as lucky draw prizes to attract more visitors to buy Hawai‘i packages online.
Hawai‘i showcased in Travel Shows in Taiwan Taipei International Travel Expo: organized by Taipei World Trade Center from May 25-28, Hawai‘i Tourism Taiwan shared a booth with ANTOR. HTT distributed Hawai‘i brochures including those of Aston Hotels and Resort, Hilton Hawaii, Polynesian Cultural Center, Magic Polynesia Show, Kualoa Ranch and Roberts Hawaii, as well as Blue Hawai‘i Tour Packages. The HTT Director was invited to cut the opening ceremony ribbon in his capacity as President of ANTOR.
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Upcoming Asia Promotional Opportunities
Korea: a) Shooting for the 3rd Korean Travel Guidebook Production (Early July or End of August, All Islands) b) KBS TV Entertainment Show ‘Dream Team’ Film Crew Visit (September or October, O‘ahu) c) MCI Seminars in Busan and Youngnam Cities (late June) For more information please contact Julia Koo of Hawai‘i Tourism Korea at [email protected]
China:
a) So Much More Hawai‘i Consumer Promotion with Ukubang.com in China (June 15 - September 30) 2 or 3 nights Hawai‘i hotel certificates are welcome. Deadline of receiving the hotel certificate is May 31 and we can accept the first 40 certificates. Please contact Anita Jia of Hawai‘i Tourism China at [email protected] for more information.
b) Beijing International Travel Expo (June 15-17, Beijing) c) Tiantan International Stroke Conference (TISC) 2012 (June 28- July 1, Beijing) d) CITS and Hawaiian Airlines Media Fam trip (July) e) China Incentive, Business Travel & Meetings Exhibition (CIBTM) (September 12-14, Beijing) f) The First Shanghai International Golf (Tours) Exhibition 2012 (November 16 – 18) g) China International Travel Mart (November 15-18, Shanghai) For more information please contact David Sun of Hawai‘i Tourism China at [email protected]
Taiwan & Other Asia:
a) 2012 Kaohsiung Tourism Exposition (June 8 – 11) b) Taoyuan Tourism Exposition (June 22-25) c) Dream Shopping Mall – US Summer Beach Festival (June 22- July 15) d) Joint seminar with Hawaiian Airlines GSA Taiwan (date to be confirmed by HA) e) ANTOR Table Marts in Taichung & Kaohsiung: (dates to be confirmed by ANTOR) For more information please contact Jemy See of Hawai‘i Tourism Taiwan at [email protected]
Mahalo!
