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Hamilton & Waikato Tourism

Hamilton & Waikato Tourism. Tourism Industry Symposium October 2011 . Market Update . Domestic Tourism (YE June 2011) Day Trips - 4.3% Overnight - 4.4% Total nights - 1.0% Expenditure 1.3% Tough year Global Financial Crisis Natural Disasters Record high NZ dollar.

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Hamilton & Waikato Tourism

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  1. Hamilton & Waikato Tourism Tourism Industry Symposium October 2011

  2. Market Update • Domestic Tourism (YE June 2011) • Day Trips - 4.3% • Overnight - 4.4% • Total nights - 1.0% • Expenditure 1.3% • Tough year • Global Financial Crisis • Natural Disasters • Record high NZ dollar • International Visitor Arrivals (YE Aug 2011) • 2.49m down 0.5% on previous year • Key Markets • Australia -1.2% • UK -11.2% • USA -2.9% • China 22.2% • Japan -11.5% • Expenditure (YE June 2011) • $5.5b down 6.5%

  3. Hamilton & Waikato Tourism • Officially formed 1 July 2011 • Funded by region’s seven councils - $790k for 2011-12 • Waikato District, Hamilton City, Waipa District, Matamata-Piako District, South Waikato District, Otorohanga District & Waitomo District • Industry target $350k – business partnership programmes • Leverage $$ with central govt, working with TNZ in Australia • Independent skills based board of Directors - Alastair Calder, Simon Douglas, Graeme Osborne, Don Scarlet, Anna Bounds • Industry Advisory Group & Council Representative Group • Located at Hamilton International Airport • Five Staff – Rebecca Evans, Jenny Stokes, Natalie Dean, Aimee Hodge

  4. RTO’s purpose • To promote the region as an attractive visitor destination to international & domestic visitors in order to grow visitor expenditure and provide economic, environmental, social & cultural benefits to the region’s communities • International marketing • Domestic marketing • Convention Bureau • Product Development • Partnership between local government & tourism industry • KPIs; guest nights, expenditure, airport arrivals, convention, website

  5. Visitor Profile • Visits 8.577m • International 661,000 (7.7%) • Domestic 7.988m (92.3%) • Nights 5.092m • International 1.8m (36.7%) • Domestic 3.2m (63.3%) • Expenditure $752m • International $147m • Domestic $605m Regional Tourism Forecasts 2010-2016 Tourism Strategy Group MED

  6. Visitor Profile • International Visits • Holiday 53.8% • VFR 32.7% • Business 5.7% • Education 4.3% • Domestic Visits • Holiday 31.2% • VFR 51.1% • Business 15.1%

  7. Regional Stats • Commercial Accommodation Monitor July 2011 • Year End July 2011 • Guest nights up 2.6% • International up 9.1% • Domestic up 1.0% • Average length to stay up • 1.76 - 1.82 nights • New Zealand • YE Guest nights down 1.4%

  8. The Last Six Months

  9. Digital Marketing • Hamiltonwaikato.com main platform • Facebook & Twitter • Media site • Trade site • Image Library • Rugby World Cup site • SEO benchmark report – monitor performance • Content on New Zealand.com

  10. International Marketing Australia • Completed Joint Venture Campaign Activity • Queensland Floods, changed focus • VFR activity “Bring them Home” • Mecurio’s Menu • Australian Press Association, Australia famil (story dist. to all Australian press outlets) • Sun Herald, Australia Famil • Sunday Telegraph, Australia – RWC 2011 profile • TNZ Travel Trade Event – March 2011

  11. International Marketing Australia

  12. International Marketing Long Haul • Full member of Great New Zealand Touring Route (GNZTR) • COR, HWT, BOP, ROT, TPO,HKB, EST, RUA • Thermal Explorer Highway, Pacific Coast Highway • Attended TRENZ Queenstown, IBO Event • Hosted NASA Astronauts • Trade visits from US/Canada, Japan, Thailand, China, Korea, Australia • Media visits from Germany, Japan, China, US, Singapore, Netherlands, Thailand

  13. Domestic & General Marketing • New Zealand on a Plate Series (airing later this month) • Tranz Scenic Magazine (Autumn edition) • Arrival Magazine (Winter + RWC 2011) • Auckland i-SITE training • Museum Trail Brochure • AA Tourism Campaign

  14. AA Tourism Campaign Objectives: • To generate awareness of travel experiences available in Hamilton & Waikato and Waitomo. • To generate bookings for regional operators Budget: $25k with $10k contribution from Destination Waitomo Timing:   Promotion to start late Feb/early March promotion for travel from March to June. Target Markets: Key regional fly market = Wellington and Christchurch Key drive market = Auckland, BoP and Taranaki

  15. AA Tourism Campaign • General results: • Accommodation bookings for the region increased 51% YOY for bookings made on the AA Travel reservation engine at zero commission to operators. • Across the travel deals profiled on AATravel.co.nz we generated 6,959 calls to action (clicks) • Waitomo specific: • $22,312 bookings in 2011 period vs.$8,993 bookings in the same period 2010 = 148% increase YOY. • Waitomo Competition entries: 2,441

  16. Meetings, Incentive, Conventions, Exhibitions • Production of Convention Guide • Attendance at Convene Auckland (Northland, Auckland, Waikato) • Attendance at MEETINGS 2011 (Rotorua) • New Convention Bureau established July 1 - Jenny Stokes • Partnership Programme underway • Operator visits, pitches, bids, famils

  17. Rugby World Cup 2011 • Key Focus prior to tournament • Official Travel Agents • Team hosting • Online • Content – Official Publications • AA advertising - GNZTR • During Tournament – Media & Team Hosting • Virtual Media Centre • Waikato Stadium Media Centre • Media Hosting and Famils • Team Hosting

  18. Rugby World Cup 2011 • Results – What we know now…... • i-SITE traffic • HLZ record numbers through the door (800 pax on NZ v Japan game day – previous record 350 pax) • Paymark Data • Game Day+ next day: 34% increase in spend • Sept 11 v 2010: 4.5% increase in spend • Ticket Sales – close to sold out • Anecdotal – Waitomo operators record numbers, Claudelands, Hospitality, Accommodation • Commercial Accommodation Monitor pending

  19. Business Partnership Programme • New RTO partnership model • Partnership with tourism industry target $350K across range of initiatives • “Opt in” to activities best suited to your business and budget • Hamilton & Waikato Visitor Guide 2012 • Domestic Marketing Campaign • International Marketing Campaign – Australia • International Marketing Long Haul • GNZTR – manual & trade event • Convention Bureau • Website

  20. Regional Visitor Guide • Official Guide for Region – recognised by TNZ & I-SITE NZ • 100,000 copies printed, extensive distribution • Key piece of consumer collateral for RTO • Structure based on website, editorial, maps, supported by advertisers • Minimum investment $210 - $2100 • Break even basis • Critical we have good representation across region – We need your support! • Advertising closes off 14 October – Aimee • Published December

  21. International Marketing - Australia • Joint Venture Programme changed due to TNZ budget cut & focus • Partnership with TNZ • Focus on Waitomo & Raglan supported by city hub • $280k investment • Build on previous activity - Awareness & appeal • Support Pacific Blue, HIA • Partnership with Major Operators • Conversion focus • TNZ Trade Training – November & March • Trade Famil – Roadtrip (H&W + Coromandel) • Association of Australian Travel Writers (Nov)

  22. International Marketing – Long Haul • Great New Zealand Touring Route • 2011-12 Trade Manual – 25 operator listings • 2012-13 Trade Manual – selling November, publication April 2012 • Attendance at TRENZ May 2012 • IBO Day – Auckland April 2012 • GNZTR Explore Trade & C&I Event (GNZTR members) • March 2012 – Auckland • Mini TRENZ for central north island regions - Inbound & C & I focus • Trade famils • IMP programme - Society of American Travel Writers

  23. Domestic Marketing • Key market – increased activity • Two campaigns 2011-12 Target $80K • VFR campaign – local residents to enjoy what region has to offer, bring family & friends • Radio and online • Deals & incentives from operators • Call to action hamiltonwaikato.com • Family short breaks – School Holidays / Easter • AA / Jasonsetc • Domestic marketing meeting • Investment: $500 hot deals / $5,000 partner

  24. Convention Bureau • Key focus of RTO – venues, facilities, team-building activities, off-site dinners, accommodation, conference suppliers • Value of business tourism $424 per day • Partnership level $600 - $15,000 • Convention planner – due out November • Corporate, government, association conferences • Incentive opportunities for activity products • Bids, sales calls & pitching, famils / hosting • C&I Trade Events – MEETINGS, Convene, GNZTR Explore • Additional Convention section on hamiltonwaikato.com • Partnership meeting – end November • Longer term commitment

  25. Hamiltonwaikato.com • SEO benchmarking report Improve performance (visits, page views, bounce rates, time on site, repeat visitation) • Content enrichment • Update your listings on newzealand.com • Content on newzealand.com • Link to us! • 2012-13 - free listings, paid priority listings, advertising opportunities • Online booking function – Bookit • Exploring mobile site options • Home page enhancements

  26. LINK TO www.hamiltonwaikato.com

  27. Our Success • KPIs – guest nights, expenditure, convention sector, website, activities implemented • Long term Plan Process November – April • Subsidiary company – moving to joint Council Controlled Organisation • Retaining council support – all seven • Industry support and investment - $350K target • Working together • Advocates for our sector

  28. MONTAGE

  29. Thank You For more information please contact us: • HWT office • Phone: +64 7 843 0056 • Email: info@hamiltonwaikato.com • Website: www.hamiltonwaikato.com

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