Korea Presentation 2014 Hawai‘i Tourism Conference August 28 th , 2014 Hawai‘i Tourism Korea
Korea Presentation 2014 Hawai‘i Tourism Conference August 28th, 2014 Hawai‘i Tourism Korea
INSIDE KOREA
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Outbound Travel Market Size
In 2013, the number of Korean outbound travelers reached 14,846,485. This is truly remarkable for a country with a population of only 50 million
¼ of Koreans travel overseas each year, the highest ratio of any nation in the world
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Korea Outbound Travel Update
China, Japan and SE Asia dominate over 80% of outbound travel from Korea
Short haul travel:
Less economic pressure on budget
Koreans’ tend to take holidays of less than than 5 days
Long haul travel: Koreans who have already experienced intra-Asia trips are keen to explore other parts of the world including the U.S. or other long-haul destinations
Source: KTO (2013) *The statistics for European countries are not included
“Where do Koreans Travel”
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Korea Target Market Segments
Single Females
Golf
Wellness Family
Silver
Honeymoon
• Over 45% of Koreans traveled with families
Family
• 60% yearly growth rate in the number of Korean golfers going overseas
Golf
• 645,660 Koreans married in 2013
Honeymoon
• Korean consumers over 60 emerging as new big
spenders
Silver
• Healthy lifestyles and higher quality of life are
popular themes in Korea
Wellness
• “Gold misses” enjoy treating themselves
while traveling
Single Females
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Internet Usage Rate and Internet Users
One of the highest technology penetration rates in the world
Internet usage rate is 84%
Increase of Internet usage by silver generation
The Internet usage rate of Koreans aged over 60 is estimated at 27%, a 2.4% increase from the previous year
• Source: We Are Social's Snapshot of Key Digital Data & Statistic (US Census Bureau, InternetWorldStats, Facebook, ITU)
2013 Survey on the Internet Usage (Korea Internet & Security Agency)
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Strategies for Hawai‘i
Marketing Strategies
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Core Strategies
Strengthen Travel Trade Leadership elevate the Korea team’s leadership of the Korean travel trade to direct and motivate key Korean travel trade to impact the market
Expand Airlift Development Strategy create an expanded airlift development strategy to stimulate more direct air services from Korea to Hawai‘i
Expand Social Media Promotions develop an even stronger online/mobile presence for Hawai‘i in Korea via a dynamic mix of social media and on-line promotions in the Korean market.
Develop New Market Segments develop new market segments for Hawai‘i, such as Edu Tours for children and their parents, luxury FIT family travel, silver travel and the young FIT market to encourage a wider range of segments to select Hawai‘i
2015 Strategies for Leisure
2015 Goals
Target New Market Segments Romance: work with major and niche romance travel trade to continue
developing Korea’s romance market for Hawai‘i by positioning it as the leading overseas honeymoon and romance destination for Koreans.
Family: stimulate continued growth out of the Family market to leverage its
significant spending power, working with travel agents to promote various family-friendly activities
FIT: support and target one of the fastest growing market segments by
working with FIT/online specialized agents to stimulate the FIT market.
SIT: establish new niche markets in Korea via various promotional activities
including “Signature Festivals,” “Gourmet,” “Shopping,” “Wellness” and “Education” to target the SIT market.
Culture & Sports: promote and utilize the rich cultural & sports resources
of Hawai‘i, working with travel trade industry partners to develop culture & sports-related tour products for the Korean market.
Goals
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Promote Hawai‘i’s Host Culture, Customs & History:
in view of the deep cultural, historical, and language ties that bind the Korean market to Hawai‘i and the resulting deep connection to Hawai‘i’s host culture, marketing Hawai‘i as a world-class tourism destination in Korea will influence travelers to fully appreciate Hawai‘i’s multi-cultural diversity and origins.
Airlift Promotions:
Goals
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2015 Goals
work aggressively with KE to stabilize the current flights to Hawai‘i, including the daily KE053 and the three weekly KE051 flights
work with OZ to stabilize the current five flights a week via OZ232 and press for the launch of LCC service from ICN to HNL in coming years
work with HA to support HA’s five flights a week via HA460 by various co-ops targeting an increase in individual tours during weekdays and targeting budget travelers
work with LJ to launch the flights successfully to HNL
Objective: to successfully support Jin Air’s ICN – HNL route which will launch in 2015, to secure stable load factors, and assist Jin Air’s introduction to the Korea market
Details:
With the launch of new air lines on the ICN-HNL route in 2015, the Korea team will conduct a large scale promotion to support Jin Air
As Jin Air is known as a reasonable price airline, the Korea team will target FITs and young generation (early to late 20s) travelers
The Korea team will conduct various promotions such as Fam tours, advertising campaign, TV Home Shopping promotion and sales incentive promotions
Travel Agents and Hawai‘i Partners
LCC Launching Event with JIN AIR
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Travel Trade Tactical Programs
Objective: to build close relationships between Hawai‘i partners and Korea travel trade industry partners via one-on-one meetings
Details:
organize the Hawai‘i Travel Mission in October and invite Hawai‘i partners to Korea to meet major travel agents in Seoul and Busan
provide Hawai‘i partners the opportunity to meet one-on-one with key travel industry partners in Korea in more in-depth off-site workshops
Hawai‘i Off-site Workshop & Travel Mission in 2015
Korea Travel Industry Partners Hawai‘i Partners
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Travel Trade Tactical Programs
Objective: to leverage Hawai‘i’s image as the perfect destination for Sports and to develop new tour packages for Korea market
Details:
promote Hawai‘i as the best sports destination through its significant sports events
work with travel industry partners to develop tour packages including sports events and promote the packages via their online/offline marketing tools to generate Hawai‘i sales
also work with media to maximize exposure of sports events through online/offline channels
The Korea Team Travel Trade: work with Travel Industry Partners in Korea to promote Sports events PR: work on press releases about sports events in Hawai‘i
Korea Industry Partners Develop tour packages including sports events Promote tour packages via online/offline marketing channels to stimulate sales
Sports/Festivals Promotions : Pro Bowl, LPGA, Marathon, Surfing and Golf
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Travel Trade Tactical Programs
Celebrity Endorsement Program
Research from Charles Atkin and Martin Block suggests that
“celebrities may help advertising stand out from the
surrounding clutter.”
Nominate celebrity ambassadors for each target market
Celebrities are extraordinarily influential in Korea because
they are also known to be trend leaders. Travel destinations
visited by celebrities are more likely to be given
consideration for future visits by highly trend-conscious
Koreans
Utilize Hawai‘i Celebrity Ambassadors to promote each
market through various marketing activities such as
magazine photo shoots and Festival Promotions, etc
• An Active celebrity
FIT
• A celebrity Family
Family
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Communication Tactical Programs
Integrated TV Filming Project
Objective: to promote Hawai‘i through the national TV network and top cable TV which play a significant role in inspiring Koreans to travel to destinations where an episode is filmed
The Korea team is negotiating with all major Korean TV production companies to create another Hawai‘i project in 2015 to generate massive PR value and highlight a variety of attractions targeting Korea’s FIT market.
The TV Filming project will be linked to the actual FIT tour product development to lead actual arrivals to follow the TV show.
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Communication Tactical Programs
Hawai‘i Media Day
Objective: to provide opportunities for Hawai‘i partners to build close relationships with Korea’s key media and work closely on future media tie-in promotions
Host 'Hawai‘i Media Day' in Korea where Hawai‘i partners in
charge of public relations will have an opportunity to meet
with Korean media in person
Suggested Month of the Event: August
Unlike travel missions, Hawai‘i Media Day will be more
effective and productive on a small scale as invitees from
both online and offline media will not be actively attending if
the event is too large or long
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Communication Tactical Programs
Facebook (Hawai‘i Tourism Korea)
URL: http://www.fb.com/GoHawaiiKR
Facebook, the Most Influential Social Media Platform: Facebook ranked the most used platform for 3 consecutive years HTK Facebook page ranks 5th of international destinations in Korea Postings uploaded on a daily basis with everyday interaction with fans
Hawai‘i Facebook, SNS Platform in Korea
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Digital Tactical Programs
Objectives: Invite key corporate accounts that can influence the
selection of MCI destination Develop strong relationships and connections to
Hawai‘i with key decision makers from corporate. Details: Invite 40 people: about 10 corporate end-users and
their family Two-day workshop Cultural activities and programs such as Hula and
Ukulele lessons, lei-making sessions Networking sporting events such as golf In-depth destination presentations from an MCI
perspective Hawai’i quiz event
“Hawai‘i Day” Corporate Workshop
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MCI Key Initiatives
New Initiatives
New Initiatives (1) Edu Tours
English Education and Leisure Tours = EDU TOURS
Objective: to generate new market for English education among Korean family sector. This is a combined program for kids and moms, so called Edu Tours.
Background information:
English-learning is highly prioritized in Korea
Many English institutions often host summer & winter English camps abroad
English speaking countries in Asia, like the Philippines, face crime and safety issues
Korean moms are looking to USA and Canada for English education
Hawai‘i is half-way between East and West, so is an optimal place in terms of proximity
Promote Hawai‘i to children’s English institutes that have over 100,000 students nationwide
Coordinate Edu Tour products with airlines and travel agencies
Involve local institutes and partners
Hawai‘i Edu Tours Launched
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New Initiatives (2) We Are Aloha Friends (ALFs)
ALFs Promotion : Target Young Generations as one of Hawai‘i Ohana
Details:
Out of all Internet users in Korea, more than half (55.1%) are also SNS users
94.4% of Korean SNS users access “profile-based SNS” channels
Young generations = Active SNS users who share information
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New Initiatives:
Recruit college students and college graduates longing for
hands-on job experience and off-campus credentials by
giving them the opportunity to take part in online/offline
events and campaigns while incentivizing them with
certificates and giveaways.
Use the young generation students as Hawai‘i Ohana, and
maximize the viral streams through their SNS networks
New Initiatives (3) OTA Campaigns
FIT Promotions: Trends are changing everyday in Korea, now it is the FIT era
Objective: to carry out huge and constant campaigns for the Hawai‘i FIT market to generate increasing arrivals from FIT travelers to Hawai‘i.
Working Partners:
Details:
Promote Hawai‘i year round through the above partners
Conduct an Exclusive Hawai‘i Promotion in a certain month to put the biggest emphasis on Hawai‘i
Co-host Travel Agents/Media/Consumer Fam Tours and launch events with these partners
Interpark Hana Free Expedia AGODA
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Top Five Things To Look Forward in 2015
1. Edu Tour FAM Tour (Mar)
2. Hana Tour International Travel Show (May)
3. Hawai‘i Media Day (Aug)
4. Mode Tour International Travel Show (Oct)
5. Hawaii Travel Mission in Seoul & Busan (Oct)
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Mahalo!