2016 Spring Marketing Update

Presented by Isabelle Ng and Charlene Eng

Southeast Asia Market Overview

31 million population

USD 327 billion GDP with an average of USD 22,500

per capita in 2014

10.9 million overseas trips in 2014 and expected to

grow an average 5.7% each year.

Ranked 1st

in SEA for number of overnight outbound

trips.

82,033 Malaysians visited U.S in 2014 which is an

increased of 7.6% as compared to 2013.

Ranked 2nd

highest outbound travel expenditure in

SEA.

5.5 million population

USD 296 billion GDP with an average of USD 53,464 per

capita in 2015

3rd

highest GDP in the world

9.1 total outbound trips in 2015

Visa’s global survey shows Singaporean travel more than

regional and global counterparts

95% of Singaporean had traveled abroad for leisure in the

past 2 years.

150,224 Singaporeans visited U.S in 2014 which is a decline

of 2% as compared to 2013.

Competitive Destinations

Malaysia Singapore

USD MYR USD SGD

Taiwan (8D6N) U$1,300 M$5,200 U$1,234 S$1,668

Korea (8D6N) U$1,400 M$5,600 U$962 S$1,298

Japan (8D6N) U$2,000 M$8,050 U$1,989 S$2,688

Australia (10D8N) U$2,400 M$9,700 U$1,582 S$2,138

Europe (10D8N) U$2,600 M$10,500 U$2,249 S$3,038

New Zealand (10D9N) U$2,900 M$11,700 U$2,249 S$3,038

USA Mainland (11D8N) U$3,300 M$13,500 U$2,544 S$3,438

Hawai`i (10D7N) U$3,575 M$14,000 U$2,695 S$3,688

Competitive Pricing

Currency Exchange

Ringgit Malaysia :

USD 1 = MYR 3.92

Singapore Dollar :

USD 1 = SGD 1.35

Exchange rate as of March 30, 2016

Shopping

Foodies

Value For $$

Interesting

Attractions

Free & Easy

Packages

Infographic of SEA Travelers

Percentage of Outbound in MY

86%

4%

4%

4%

1%1%

Total Outbound 2015

ASIA

OCEANIA

MIDDLE EAST

EUROPE

AMERICA

AFRICA

Sources: MIDT Malaysia Outbound Jan to Dec, 2015

Percentage of Outbound in SG

84%

6%

6%

2% 1% 1%

Total Outbound 2015

ASIA

OCEANIA

EUROPE

AMERICA

MIDDLE EAST

AFRICA

Sources: MIDT Singapore Outbound Jan to Dec, 2015

Airlift Accessibility

Malaysia Singapore

Airlines Via Weekly

Flights

Airlines Via Weekly

Flights

All Nippon Airways Tokyo 7 All Nippon Airways Tokyo 21

China Airlines Taipei 2 China Airlines Taipei 7

China Airlines Taipei & Tokyo 2 China Eastern Shanghai 7

China Eastern Shanghai 4 Delta Air Lines Tokyo 11

Hawaiian Airlines *Seoul 5 Hawaiian Airlines *Tokyo 7

Korean Air Seoul 7 Hawaiian Airlines *Osaka 7

Hawaiian Airlines *Seoul 5

Korean Air Seoul 14

Philippines Airlines Manila 5

United Airlines Tokyo 7

Total 47 Total 91

* Offline

KUALA LUMPUR

OSAKA

HONOLULU

Entering of World’s Leading LCC -

AirAsiaX

4x weekly flights using A330

Launching 3rd

quarter 2016

Airlift Accessibility

Tripartite bank promotions with exclusive offers

Tactical airfares to Hawai`i

Self-drive campaign with Hertz to extend length of stay and

regional dispersal

Short Term Market Opportunity

Low Seasons

Malaysia :

February, April, September to October

Singapore :

April to May, July to October

Travel Trade Education (Malaysia Market)

ALOHA Club

Throughout

2016

(4 x

Meetings)

First alliance consortium among leading

travel trade to promote Hawai‘i

Target Level : Owner, CEO, MD, GM, Director

Seminars discussion about products,

destinations, and marketing activities to

reinforce Hawai‘i packages, promotions and

sales through your product and services

ALOHA SEA Sales

Mission

May 2-4,

2016

Business meeting with approx. 80-100

leading outbound travel agencies for Leisure

and MICE segments

Business meeting with newly established

consortium of “ALOHA Club Members” in

Malaysia

Hawai‘i

Nurturing Future

Talent Program

November

2016

Top 3 Students undergo real time-on job

training at your establishments

Copies of all research and reports conducted

through HNFT program

Credits mention in all PR coverages

throughout the program

Marketing Opportunities

Marketing Opportunities

Familiarization Trips

Travel Trade FAM

O‘ahu and Maui

(Malaysia Market)

June

2016

Opportunity to showcase your products and

services to leading travel agents and tour

operators in Malaysia

Target 12 travel trade players (ALOHA Club

Members) + 2 escorts

Press & Media FAM

O‘ahu and Maui

June

2016

Opportunity to showcase your products and

services to leading Editors and journalist

from Southeast Asia

Target 10 Editors & Journalists + 2 escorts

Marketing Opportunities

Consumer Promotion (Malaysia Market)

Hawai‘i Culinary

Week

August

2016

Culinary campaign conjunction with MIGF

Exposure via extensive traditional and non-

traditional media channels

Guaranteed Media write-ups

Credits mention in all collateral

Travel Trade Shows

September

2 – 4, 2016

Largest consumer show in Malaysia

196 exhibitors

15 Tourism Boards including US Embassy

Approximately 100,000 visitors during the 3

days tradeshow

Media roundtable event

October

19 – 21, 2016

Largest B2B Trade Show in Southeast Asia

10,300 trade delegates

760 exhibitors, 800 high quality buyers

Pre-schedule business appointment

Challenges for MCI Business

Flight frequencies and connectivity

Appreciation of US Dollar

Regional Tourism Boards provides strong competitions

Visa requirements for SEA markets, except Singapore

An expensive destination

Lack of awareness and knowledge

Overview of MICE Market

Singapore

Name / IndustryNo. of

PaxDates

Duration

of Trip

IT Company 50 July 26-29, 2016 3N

Bankers 30 March/April, 2017 4N

LuxAsia 100 March, 2017 4N

Malaysia

Name / IndustryNo. of

PaxDates

Duration

of Trip

Plantation 16 April 3-6, 2016 3N

Pennzoil, Oil & Gas 35 April 23-28, 2016 5N

Automobile 60-80 October 12-17, 2016 6N

Investment Bank 30 October, 2016 5N