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August 2013 Update


Aloha Friends,

Darragh and I hope to see you at the HTA Conference, 22 & 23 August.  We will provide you with an update on “what’s new” for 2014 as well as sharing a few highlights from 2013.  What a year it has been so far.  2013 is looking like it will be a record breaker and we want to make sure that momentum continues. 

Here in Australia we are in the midst of a political frenzy leading up to the Federal Elections that will be held 7 September.  This generally means people put a bit of a pause on future holiday planning for a while, but soon get back to it once the big “event” is over.  Luckily our election process is over in a month, unlike the US elections however voting is compulsory and absentee voting is a challenge so people try to be here for the occasion wherever possible.

My whole team have all enjoyed vacations in different places around the world and have come back refreshed and ready for the busy lead up to Christmas and of course Aloha Down Under in May 2014.

We look forward to sharing our exciting plans for 2014 with you at the Conference so until then, a hui hou.

Kind Regards, Helen Williams

Country Manager – Australia, Hawaii Tourism Oceania



Oceania Arrivals: June 2013

During the month of June, total visitor arrivals (+35.2%) and visitor days (+42.4%) increased along with average length of stay (+5.3%).

As for the year-to-date (YTD) visitor statistics, increase was seen in total visitor arrivals (+33.5%) and visitor days (+31.8%), with average length of stay (-1.3%) declining only slightly.


Oceania Visitor Characteristics Available Online

The Hawaii Tourism Authority (HTA) are posting basic visitor characteristics tables for Oceania, Australia and New Zealand, every month moving forward. Please visit the link below to dowload and review the latest June 2013 information.



SAVE THE DATE – Aloha Down Under 2014

Aloha Down Under (ADU) will return the week commencing 5-9 May 2014. This dedicated Hawaii road show series will be held in major cities across New Zealand and Australia, seeking to attract over 850 travel professionals. ADU offers you a great opportunity to educate the Oceania travel trade on your products and/or services.

A B2B event will be included in the itinerary, allowing for scheduled appointments with key sales, marketing and product decision-makers, and a media luncheon will give you the opportunity to meet travel trade media, journalists, travel writers and bloggers.

Mon 5 May – CHC (breakfast event) & AKL (evening event)
Tue 6 May – MEL (evening event)
Wed 7 May – SYD Media (lunch event) / SYD (evening event)
Thu 8 May – SYD B2B (breakfast event) / BNE (evening event)

A new and exciting theme (TBA) will be incorporated into the trade show and presentation, with emphasis on showcasing the diversity of all Hawaiian Islands.

The ADU 2014 Partner Invitation including Participation Fee will be available by the end of August. If you have any queries in the meantime please direct your enquiry to Ashlee Galea, agalea@hawaiitourism.com.au.


2013 Hawaii Tourism Conference – Aha Oihana Hoomakaikai (August 22-23, 2013)

This 2-day conference at the Hawaii Convention Center is the premier educational and networking event for Hawaii’s visitor industry and stakeholders. The Conference provides insightful market intelligence and tourism trends for the visitor industry, and reveals Hawaii’s global marketing activities for 2014.

Major tour operators and wholesalers from all market areas will be represented at this years Conference. Participating tour operators/wholesalers Australian and New Zealand include Creative Holidays, Ignite Travel Group (My Hawaii), Holiday Specialists, House of Travel, Infinity (Flight Centre), Jetset Travelworld, GO Holidays & Our Pacific.

Helen Williams, Country Manager Australia, and Darragh Walshe, Country Manager New Zealand, will give delegates an overview of Hawaii Tourism Oceania’s marketing activities on Friday, August 23 from 10:15– 10:45am.

Conference registrations close on August 20 at 5:00 pm.

For more information visit http://hiconferences.com/registration.


Hawaii Island Standalone Campaign for New Zealand

HTO partnered the BIVB and GO Holidays in a first ever single island campaign in the New Zealand market during June.

The campaign included the production of a 6-page standalone piece, a push on Hawaii Island editorial through consumer and trade, plus an advertising campaign through print and direct marketing.

If the initial June stats are anything to go by, this has be a major success for Hawaii Island. Visitors from NZ were up significantly year-over-year and placed Hawaii Island as the top visited island behind Oahu.

HTO aims to continue similar initiatives with individual Neigbour Islands.


TripAdvisor Reveals Key Travel Trends for Aussies & Kiwis

TripAdvisor has recently released TripBarometer, the world’s largest combined accommodation and traveller survey. This study covers travel attitudes and behaviours of consumers, as well as the hotel industry’s plans and expectations for the year ahead. Below are a few insights from the survey specific to Australia and New Zealand consumers.


Top 3 amenities encouraging accommodation bookings:

  • Room discounts (78%)
  • Free night’s stay (62%)
  • Free Wi-Fi (41%)

New Zealand

Top 3 amenities encouraging accommodation bookings:

  • Room discounts (78%)
  • Free night’s stay (55%)
  • Free Wi-Fi (33%)

To review the study in full visit: http://tripadvisortripbarometer.com/Australia


Partner Opportunity: Experience Aloha Famil 2013 WORKSHOP REGISTRATION

HTO are conducting the Experience Aloha Famil in-destination from Wednesday 20 November-Thursday 28 November 2013 (8 nights). The famil will showcase the diversity of the Hawaiian Islands to qualified Hawaii-selling travel professionals, equipping them with the knowledge and skills to more effectively sell Hawaii to their clients.

Approximately 40 travel professionals will attend. Our participants are a mixture of retail travel agents and wholesale reservations staff from Australia. An opportunity exists for Hawaiian partners to promote their product/service to our famil participants during a Workshop.

Experience Aloha Famil 2013 WORKSHOP
Monday 25 November
Venue TBC (Waikiki)
9:00-11:00am Trade Show

Includes: Clothed trestle table. You can bring a pull-up banner. Power will not be available.

Cost: Free of charge (numbers limited to max. 20 exhibitors, allocated on a first to register basis)

Format: Scheduled appointments, approx 3-4 minutes per appointment with up to 2 Travel Agents in each session.

Register your interest by completing the online form at http://www.surveymonkey.com/s/ExpAlohaWorkshop, deadline Friday 30 August 2013.

If you have any queries regarding this opportunity please direct your enquiry to Mary He, mhe@hawaiitourism.com.au.


Partner Opportunity: Out & About with Kids Magazine

Out & About with Kids magazine have a Hawaii major feature ready to go in their next edition (on sale Oct 4–Jan 9).

Out & About with Kids is Australia’s family travel information source including the magazine, website, eNewsletter and dynamic social media community.

Special Members Advertising/Online Package

  • Half Page Ad in Hawaii editorial
  • Online Editorial on www.outandaboutwithkids.com.au includes video, images, 300-500 words and URL link for 12 months
    Value $2,200, Only $990 AUD (approx. $895 USD)

Please contact Colleen via colleen.hinch@gmail.com or (704) 743 8088 to register your interest or for other options.

Ad Booking Deadline: 26 August 2013


Expressions Of Interest: Hawaii for Families Travel Guide

Out & About with Kid have approached Hawaii Tourism Oceania regarding a dedicated “Hawaii for Families Travel Guide”, a magazine supplement (30,000 copies) that would potentially launch in mid-2014. Out & About With Kids is unique in reaching a loyal audience of discerning families with a passion for travel both direct and via travel agents, through their targeted distribution network which includes Travel with Kidz, Harvey Word Travel and Escape Travel outlets nationally.

The supplement would take a look at all the major islands and uncover everything that is great about Hawaii for Australian families, from the best hotels and resorts, to attractions, shopping and dining. If this Travel Guide opportunity is something your product/service would be interested to advertise in, please register your interest with Ashlee Galea, agalea@hawaiitourism.com.au.


Partner Opportunity: 2013 HTO E-Newsletter Timetable

HTO regularly communicate with Australian and New Zealand travel agents (database of +2500) and consumers (database of +28,500) via email marketing. If you would like to include content in these e-newsletters, please send your material (a paragraph of copy, URL link and image) to Mary He, mhe@hawaiitourism.com.au, by the material deadlines outlined below.

E-Newsletter Edition      Material Deadline      Distribution
Sep-Oct                        23 Aug                     6 Sep
Nov-Dec                        20 Dec                     3 Jan


HTO also produce a quarterly MCI E-Newsletter for key MCI professionals to provide them with the latest news and events from Hawaii.  We’re looking to you for news, updates, incentives and specials that would be of interest or focused to our MCI clients. This is a great communication tool and provides a good opportunity to gain further exposure to the Australian Market. Plus there is no cost involved for you to do this!

If you would like to include content in the MCI e-newsletters, please send your material (a paragraph of copy, URL link and image) to Holly Ballard hballard@hawaiitourism.com.au. The next MCI e-newsletter is scheduled to be sent the first week of October 2013.


HTO MCI Update

Hawaii Tourism Oceania together with, Hawaiian Airlines, Maui Jim Sunglasses and Four Seasons Hotels & Resorts will host an exclusive cocktail event for the Australian MCI industry next week. We aim to provide a detailed update on Hawaii, catch up with existing clients and ascertain new business opportunities to the Hawaiian Islands. We look forward to meeting and connecting with just over 60 key PCO’s!

HTO and Hawaiian Airlines have scheduled to bring an MCI Famil to Maui and Oahu in October. We plan to have 10 high level PCO’s in attendance, those who have potential business to place and have demonstrated a lot of activity for Hawaii.

As mentioned, AIME is steadily approaching and is taking place on 18th & 19th February 2014. We will be sending some communication towards the end of the month for you to register your participation.

We are also excited to advise that we have secured some great new large pieces of business to Hawaii following some very successful site inspections. Thank you again for your continued support and assistance enabling Hawaii as the chosen destination for their programs!


Hawaii featured in Oceania Media


Print Media

Dream Island of Excitement by Scott Podmore, ESCAPE, June 9, 2013.  HTO hosted Scott in 2012 and his articles are still being rolled out in Escape, Newslimited Sunday papers travel section.  This time Scott was in Maui where he highlights his favourite activities. 
Total editorial value is $871,496.
Readership in excess of 5 million

Aloha Lowdown by Katrina Lobley, Sunday Herald, 21 July 2013. Katrina travelled to Oahu, Maui and Hawaii Island in May for Fairfax newspapers and will role out a number of stories across both Saturday and Sunday papers over the next few months. The first was a Hawaii 101- introduction to Hawaii or refresher for those who haven't been to the islands for many years.
Value of article is $354,756- circulation is 290,174 and readership 818,000.



TODAY Show: The Nine Networks popular morning show sent weather presenter Steve Jacobs to Hawaii for an outside broadcast of the weather from the 3rd- 7th of June. TODAY Show is Australia's highest rating breakfast TV program. It airs from 5.30am to 9am weekdays on the Nine Network and has an estimated  340,000-345,000 viewers nationally around Australia each day. Across the week TODAY showcased Hawaii Island and Kauai with a final day broadcast back on Waikiki Beach. Total value for week of exposure was 2.72 million with an average audience of 2.4 million across the week.

Festivals of Hawaii - Celebrations of Diversity & Aloha

HTO Snapshot of Upcoming Events


Flight Centre Discover  the Americas Travel Expo's

BNE & MEL & AKL (3-4 & 10-11 Aug)


Maui Island Papa Course Travel Trade Promotion (Aug)
xperience Aloha Famil 2013 (20-28 Nov)
Mobile Travel Agent (MTA) Webinar (5 Aug)
Wholesaler Training Various MEL & BNE (Aug)


2013 Global "Fire & Ice" Supertour Alaska & Hawaii (Aug)
Hawaii Conference Product Managers Fam (Aug)
Harvey Legends Reward Trip Stopover Hawaii (Aug)
HTO Annual Mega Famil & Workshop (20-28 Nov)

Marketing Campaigns

Zuji.com.au “Hawai‘i Shopping” Campaign (Jun-Aug)
Flight Centre "Hawaii Holidays" Campaign (Aug)
Holiday Specialists “Aloha, Hawaii” Campaign (Sep)


Honolulu Good Food Guide E-Booklet Launch (Aug)
Unity Walk & Run (25 Aug)
Surfstitch.com Oahu Activity Promo (Sep)

Upcoming Promotional Opportunities

Deadline 23 Aug: HTO Agent & Consumer E-Newsletters (Sep-Oct)

Deadline 31 Aug: Experience Aloha 2013 Workshop Registration (25 Nov)

On-going: Engage with HTO's Social Networks - Find us on Facebook, Twitter & Instagram "Aloha DownUnder"

Media Coverage

Click here for more information

Hawaii Tradewinds

Click here for more information


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