marketing the hawaiian islands in a sea of sameness - 2019 ...€¦ · 18/11/2019 ·...

Hawai‘i Tourism Authority2019 Fall Tourism Update

Marketing the Hawaiian Islands in a Sea of

Sameness

Chris KamPresident

Omnitrak Group, [email protected]

Welcome to Gotham City!

91%

90%

87%

85%

73%

65%

52%

48%

70%

25%

40%

80%

90%

10%

10%

50%

Friendly

Beautiful

Relaxing

Variety ofexperiences

Variety of dining

Exploreoutdoors

Best forfamily/children

Special events

%Extremelyimportant% PreferGothamCity

Traditional Measures of Destination Branding “Provide a change of

pace”

“Is a place I know I will have a great trip”

“Offers authentic experiences unlike

anywhere else”

“Deepens my family connections”

“Is my go-to destination”

2

Overview

33

Destinations have the opportunity to strengthen brand equity and associated travel demand by engaging with targeted travelers at three different levels of destination marketing, including Marketplace, Destination and Emotional.

Marketplace

Destination

Emotional

• General factors• e.g., Price, Access

• Destination specific• e.g., Beaches, Golf

• Builds relationships with travelers

• Builds Trust in the destination

Key Takeaways: What’s the BIG idea?

It’s a Matter of Trust, Trust me!: Trust in a destination strengthens brand equity for the destination, and growing this brand equity in turn increases consumers’ intent to visit and advocate for (i.e., recommend to friends/family) the destination.

Experience + Service + Relationship = Trust in a Destination: Factors related to Experience (i.e., High Quality, Unique, Readily Accessible), Service (Timely/Friendly) and Relationships (i.e., Emotional connections, Cares about people, Feel proud to be there) are the key drivers which influence consumers’ Trust in a destination.

Experience Makes the Difference, But….: Destination marketing efforts often focus on aspects of a destination’s Experience. While Experience plays a major role in building a destination’s unique brand, brand equity can be further deepened by expanding destination marketing to include messaging oriented around the Service and Relationship (Emotional) aspects of a destination.

1.

2.

3.

Destination marketing generally engages travelers with Marketplace and Destination factor messaging. The opportunity is to break through the Sea of Sameness by integrating Emotional factors into marketing messaging to build Relationships (emotional connections) and Trust in the destination.

44

Methodology

US: 1,200 sample Traveled for leisure by air 500 miles

or more in past 12 months with household income of $75,000 or higher

US West includes states of Alaska, California, Oregon, Washington, Arizona, Colorado, Idaho, Montana, Nevada, New Mexico, Utah, and Wyoming

US East includes all continental states not in US West region

Canada: 600 sample Traveled for leisure by air 500 miles

or more in past 12 months with household income of $75,000 CAD or higher

HTA Marketing Effectiveness Study Wave 2: Data collection June - August 2019

Online surveys taken by LightSpeed Research panelists

Target Audience: Random Sample of US, Canada, Japan and Korea Residents

Timeframe

Survey Methodology

5

Japan: 600 sample Traveled internationally for leisure in

past 24 months with household income of 3,999,000 Yen or higher (~$40,000 USD)

Korea: 600 sample Traveled internationally for leisure in

past 24 months with household income of 30,000,000 or higher (~$26,000 USD)

U.S. Market1

6

Marketplace Attributes – Hawaiʻi vs Competitor Destinations – US West

Marketplace Attribute Importance Ranking

Safe & secure 78%

Great place to get away from it all 77%

Relaxing, place to unwind 76%

Different than other places 75%

Good value for money 73%

Easy to get around 68%

Easy to get there 55%0% 20% 40% 60% 80% 100%

Hawai‘iEuropeCaribbeanSoutheast AsiaMexicoAustraliaAlaskaCentral America

US MMA

Q) In your opinion, for each attribute listed below, please select the destination(s) to which it applies.

EuropeAlaska

AustraliaSE Asia

Mexico

7

Destination Attributes – Hawaiʻi vs Competitor Destinations – US West

Destination Attribute Importance Ranking

Unique experiences & activities 79%

Unique scenery 78%

Authentic experiences 76%

Friendly locals 75%

Intriguing history & culture 75%

Opp. to discover new activities & experiences 72%

Historic/cultural things to do & see 72%

Clean environment 71%

Consistent/dependable experiences 70%

Quality culinary and dining 68%

Experiences with native people & culture 64%

Good for family and children 53%

Romantic 49%

Great shopping 44%80% 20% 40% 60% 80% 100%

HawaiiEuropeCaribbeanSoutheast AsiaMexicoAustraliaAlaskaCentral America

US MMA


Europe

Unique scenery

Great place to get away from it all

Friendly locals

Good for family and children

Clean environment

Safe & secure

Historic/cultural things to do & see

Authentic experiences

Good value for money

Easy to get there

Unique experiences & activities

Quality culinary and dining

Easy to get around

Romantic

Opportunity to discover new activities & experiences

Relaxing, place to unwind

Different than other placesIntriguing history & culture

Consistent/dependable experiences

Experiences with native people & culture

Great shopping

0

10

20

30

40

50

60

70

80

90

100

0 10 20 30 40 50 60 70 80 90 100

Marketplace & Destination Attributes – Importance vs Hawaiʻi Rating – US West

Low Priority(Low Importance/Low Rating)

Maintain(Low Importance/High Rating)

Opportunity (High Importance/Low Rating)

Strength (High

Importance/High Rating)

Hawaiʻi Rating

Impo

rtanc

e

US MMA

9

Unique scenery


Friendly locals


Clean environment

Safe & secure

Authentic experiencesEasy to get there


Easy to get around

Opportunity to discover new …

Relaxing, place to unwindConsistent/dependable

experiences


30

40

50

60

70

80

90

100

30 40 50 60 70 80 90 100





Strength(High Importance/

High Rating)

Hawaiʻi Rating

Impo

rtanc

e

US MMA

10




Different than other places

Intriguing history & culture

30

40

50

60

70

80

90

100

0 10 20 30 40 50 60 70




Opportunity(High Importance/Low Rating)

Strength (High


Hawaiʻi Rating

Impo

rtanc

e

US MMA

11

Marketplace Attributes – Hawaiʻi vs Competitor Destinations – US East

Marketplace Attribute Importance Ranking

Safe & secure 87%






Easy to get there 67%0% 20% 40% 60% 80% 100%

Hawai‘iEuropeCaribbeanMexicoCentral AmericaFloridaPuerto RicoCaliforniaSouth America

US MMA


Caribbean

Florida

12

Destination Attributes – Hawaiʻi vs Competitor Destinations – US East

Destination Attribute Importance RankingClean environment 78%

Friendly locals 76%


Unique scenery 74%



Opportunity to discover new activities & experiences 72%



Quality culinary and dining 63%



Romantic 47%

Great shopping 43%0% 20% 40% 60% 80% 100%

Hawai‘iEuropeCaribbeanMexicoCentral AmericaFloridaPuerto RicoCaliforniaSouth America

US MMA


Europe

Florida

13

Unique scenery

Great place to get away from it allFriendly locals


Clean environment

Safe & secure


Authentic experiencesGood value for money

Easy to get there



Easy to get around

Romantic




Intriguing history & cultureConsistent/dependable experiences


Great shopping

0

10

20

30

40

50

60

70

80

90

100

0 10 20 30 40 50 60 70 80 90 100

Marketplace & Destination Attributes – Importance vs Hawaiʻi Rating – US East




Strength(High


Hawaiʻi Rating

Impo

rtanc

e

US MMA

14


Friendly locals


Opportunity to discover new activities &

experiences


30

40

50

60

70

80

90

100

30 40 50 60 70 80 90 100





Strength(High


Hawaiʻi Rating

Impo

rtanc

e

US MMA

15

Unique scenery


Clean environmentSafe & secure



Easy to get there



Easy to get around





30

40

50

60

70

80

90

100

0 10 20 30 40 50 60 70





Strength(High


Hawaiʻi Rating

Impo

rtanc

e

US MMA

16

The BrandHeartTM Model

Developed in 2007 in cooperation with Laurie Lang, SVP & founderof Brand ManagementThe Walt Disney Company

Background History in 30 Seconds

Tested with telephone survey of 1,800 U.S. adults, involving 42 brands across 10 industries

17

Emotion

QualityProduct Features

Service

QUALITY ATTRIBUTES

Has high quality experiences

Has reliable experiences

PRODUCT ATTRIBUTES

Has unique experiences

Has readily accessible experiences

Has the latest technology

SERVICE ATTRIBUTES

Has friendly service Has timely service Has courteous

employees Shows it cares about

people like meBrand Equity

Trust in Brand

EMOTIONAL ATTRIBUTES

Makes you feel proud Trust it will fulfill my

expectations Is like a friend Shares my values Would fulfill my dreamsAdvocacy &Purchase

Intentions

The BrandHeartTM ModelLatent Factors

18© Copyrighted by Omnitrak Group Inc.

Emotion

Quality

Product

Service

QUALITY

Strongest correlation with trust

“Cost of entry” - Without quality, it is not possible to build trust

PRODUCT

Minimal impact on strengthening trust in a brand

Helps maintain trust in a brand

SERVICE

Secondary driver of Trust in a brand

About half as important as Emotion

Can add incremental value to a brand Brand

Equity

Trust in Brand

EMOTIONAL

Primary driver of Trust Second most influential

factor for building trust, after Quality

Twice as important as ServiceAdvocacy &

Purchase Intentions

The BrandHeartTM Model:Relative Influence of Factors

Not all factors are created equal


Cares about people

Feel proud Trust

Is like a friend

Shares my values

High quality experiences

Reliable experiences

Fulfill my dreams

Latest technology

Unique experiences

Readily accessible experiences

Friendly serviceTimely service

Courteous service

HAWAII

AUSTRALIA

FLORIDA

Brand Map™: US Market

20

© Copyrighted by Omnitrak Group Inc.

Chart1

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0.20013948950.2001394895

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0.04928258010.0492825801

Cares about people

Feel proud

Trust

Is like a friend

Shares my values



Fulfill my dreams

Latest technology

Unique experiences


Friendly service

Timely service

Courteous service

HAWAII

AUSTRALIA

FLORIDA

TENNESSEE

0.1203591401

0.1203591401

-0.0562264269

-0.0562264269

-0.0955032162

-0.0955032162

0.1238913035

0.1238913035

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-0.0084016693

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-0.1280495198

-0.0153143666

-0.0153143666

-0.2008245101

-0.2008245101

0.2510277589

0.2510277589

-0.1622323884

-0.1622323884

0.0850340818

0.0850340818

0.0429927283

0.0429927283

0.0633589968

0.0633589968

0.0114210538

0.0114210538

-0.1260292108

-0.1260292108

-0.0639686035

-0.0639686035

-0.064514408

-0.064514408

-0.0103239219

-0.0103239219

0.020910039

0.020910039

0.24543915

0.24543915

Sheet1

xy

-.206.120Cares about people

-.072-.056Feel proud

.028-.096Trust it will fulfill expectations

-.055.124Is like a friend

.017-.008Shares my values

.036-.128High quality experiences/products

.073-.015Reliable experiences/products

.161-.201Fulfill my dreams

.304.251Latest technology

.002-.162Unique experiences/products

.035.085Readily accessible experiences/products

-.168.043Friendly service

-.017.063Timely service

-.140.011Courteous employees

.200-.126Europe

-.122-.064Caribbean

-.034-.065Hawaii

-.188-.010Mexico

.068.021Australia

.049.245Florida

Experience, 47%

Relationship, 30%

Service, 14%

Latest Technology,

9% EXPERIENCE (Quality/Product)

High Quality Experiences (20%) Unique Experiences (14%) Readily Accessible (8%) Fulfill My Dreams (5%)

RELATIONSHIP(Emotional)

Cares About People (12%) Proud to Be There (11%) Is Like a Friend (7%)

SERVICE

Timely Service (9%) Friendly Service (3%) Courteous Employees (2%)

Trust in Hawai‘i

U.S. Market Drivers of Trust in Hawai‘i(to fulfill their expectations)(Independent of Competing Brands)

OTHER DESTINATIONS Experience, Service & Relationship

primary drivers for other destinations, but relative influence varies by destination

Las Vegas skews toward Experience Texas & Houston skew towards

Relationship and Service

21


Experience, 43%

Service, 31%

Relationship, 26%EXPERIENCE

(Quality/Product)

Unique Experiences (23%) High Quality (17%) Readily Accessible (3%)

SERVICE

Courteous employees (11%)

Timely service (10%) Latest technology (6%) Cares about people (4%)


Fulfills my dreams (11%) Is like a friend (11%) Proud to be there (4%)

Trust in Florida

U.S. Market Drivers of Trust in Florida(Independent of Competing Brands)

22


Canada Market 2

23

Marketplace Attributes – Hawaiʻi vs Competitor Destinations


Safe & secure 84%



Good value for the money 74%



Easy to get there 67%0% 20% 40% 60% 80% 100%

HawaiʻiCaliforniaFloridaArizonaMexicoCaribbeanLas VegasEurope

CANADA MMACANADA MMA


Caribbean

Europe

Mexico

24

Destination Attributes – Hawaiʻi vs Competitor Destinations


Friendly locals 79%

Variety of unique experiences & activities 75%




Unique scenery 72%




Quality culinary and dining options 63%


Good for family & children 53%

Romantic 44%

It has great shopping 41%0% 20% 40% 60% 80% 100%

HawaiʻiCaliforniaFloridaArizonaMexicoCaribbeanLas VegasEurope



Europe

25

Unique sceneryGreat place to get away from it all

Friendly locals

Good for family & children

Clean environment Safe & secure




Easy to get there

Variety of unique experiences & activities

Quality culinary and dining options

Easy to get around

Romantic







0

10

20

30

40

50

60

70

80

90

100

0 10 20 30 40 50 60 70 80 90 100

Marketplace & Destination Attributes – Importance vs Hawaiʻi Rating





High Rating)

Hawaiʻi Rating

Impo

rtanc

e

26



Friendly locals

Good for family & children

Clean environment

Safe & secure


Authentic experiencesGood value for money

Easy to get there



Easy to get around


Different than other placesIntriguing history & culture



30

40

50

60

70

80

90

100

0 10 20 30 40 50 60 70






High Rating)

Hawaiʻi Rating

Impo

rtanc

e

27


Cares about people

Feel proud Trust

Is like a friend

Shares my values



Fulfill my dreamsLatest technology

Unique experiences


Friendly service

Timely service

Courteous service

CALIFORNIA

Arizona

Brand Map™: Canada Market

28


Chart1

-0.0319204759-0.0319204759

0.03609980990.0360998099

0.08245545970.0824554597

0.00233541350.0023354135

0.02071265650.0207126565

0.03860198490.0386019849

0.00098062790.0009806279

0.15496968540.1549696854

-0.4674326983-0.4674326983

0.1006754590.100675459

-0.0276562196-0.0276562196

0.08960464350.0896046435

-0.0334330241-0.0334330241

0.02406584320.0240658432

0.08589478240.0858947824

0.18302473920.1830247392

0.09404851260.0940485126

0.08793670080.0879367008

-0.1902274085-0.1902274085

-0.1061999054-0.1061999054

-0.1769491749-0.1769491749

Cares about people

Feel proud

Trust

Is like a friend

Shares my values



Fulfill my dreams

Latest technology

Unique experiences


Friendly service

Timely service

Courteous service

CALIFORNIA

Arizona

TENNESSEE

0.2307185947

0.2307185947

-0.0111436869

-0.0111436869

-0.0161172749

-0.0161172749

0.1438084688

0.1438084688

0.0510971363

0.0510971363

-0.1096462813

-0.1096462813

-0.040721674

-0.040721674

-0.1043119456

-0.1043119456

-0.0684023761

-0.0684023761

-0.1583249351

-0.1583249351

-0.0963311587

-0.0963311587

0.0938469799

0.0938469799

0.0284790479

0.0284790479

0.0918250581

0.0918250581

-0.2233295509

-0.2233295509

0.0513646353

0.0513646353

0.0052600421

0.0052600421

0.1512602757

0.1512602757

-0.0183690253

-0.0183690253

0.0439896188

0.0439896188

0.0103722628

0.0103722628

Sheet1

xy


.036-.011Feel proud

.082-.016Trust it will fulfill expectations3

.002.144Is like a friend

.021.051Shares my values

.039-.110High quality experiences/products4

.001-.041Reliable experiences/products7

.155-.104Fulfill my dreams1

-.467-.068Latest technology

.101-.158Unique experiences/products6

-.028-.096Readily accessible experiences/products5

.090.094Friendly service

-.033.028Timely service

.024.092Courteous employees

.086-.223Europe

.183.051Caribbean2

.094.005Hawaii

.088.151Mexico

-.190-.018California

-.106.044Arizona

-.177.010Florida

Experience, 42%

Relationship, 31%

Service, 17%

Latest Technology,

10%

EXPERIENCE (Quality/Product)

High Quality Experiences (18%) Unique Experiences (18%) Reliable Experiences (6%)


Is Like a Friend (12%) Proud to Be There (11%) Cares About People (8%)

SERVICE

Friendly Service (11%) Courteous Employees (6%)

Trust in Hawai‘i

Canada Market Drivers of Trust in Hawai‘i(to fulfill their expectations)(Independent of Competing Brands)

29


Japan Market3

30



Safe & secure 82%



Easy to get there 75%



Good value for money 63%0% 20% 40% 60% 80% 100%

Hawai‘i

Australia

China

Guam

Europe

Singapore

Korea

JAPAN MMA


KoreaGuam

EuropeAustralia

31



Unique scenery 80%

Quality culinary and dining options 78%






Friendly locals 67%

Variety of unique experiences & activities 67%

It has great shopping 64%

Opp. to discover new activities & experiences 63%


Good for family & children 59%

Romantic 51%0% 20% 40% 60% 80% 100%

Hawai‘i

Australia

China

Guam

Europe

Singapore

Korea

JAPAN MMA


Europe

Australia

32

Safe & secure

Unique scenery




Easy to get there Authentic experiencesClean environment



Intriguing history & cultureEasy to get aroundConsistent/dependable experiences

Friendly locals


It has great shoppingGood value for money


Experiences with native people & culture Good for family & childrenRomantic

0

10

20

30

40

50

60

70

80

90

100

0 10 20 30 40 50 60 70 80 90 100






High Rating)

Hawaiʻi Rating

Impo

rtanc

e

JAPAN MMA

33

Safe & secure

Unique scenery


Easy to get there



Intriguing history & culture Easy to get around


Friendly locals


Good value for moneyOpportunity to discover new

activities & experiencesExperiences with native people & culture

Romantic

30

40

50

60

70

80

90

100

0 10 20 30 40 50 60 70






High Rating)

Hawaiʻi Rating

Impo

rtanc

e

JAPAN MMA

34

Cares about people

Feel proud

Trust Is like a friend

Shares my values


Reliable experiencesFulfill my dreams

Latest technology

Unique experiences

Readily accessible experience

Friendly service

Timely service

Courteous service

China

Korea

Brand Map™: Japan Market

35


Chart1

-0.1512934451-0.1512934451

0.07914900380.0791490038

0.04039184820.0403918482

-0.0891036993-0.0891036993

0.1025033240.102503324

0.17488982350.1748898235

0.07593193360.0759319336

0.18370031990.1837003199

-0.0280530164-0.0280530164

0.13018010410.1301801041

-0.1515002988-0.1515002988

-0.1323448747-0.1323448747

-0.1438780899-0.1438780899

-0.1074824461-0.1074824461

0.07668291580.0766829158

0.02857873960.0285787396

-0.1072503317-0.1072503317

-0.0347648778-0.0347648778

0.24007240380.2400724038

-0.1141580885-0.1141580885

-0.1119741296-0.1119741296

Cares about people

Feel proud

Trust

Is like a friend

Shares my values



Fulfill my dreams

Latest technology

Unique experiences

Readily accessible experience

Friendly service

Timely service

Courteous service

China

Korea

TENNESSEE

0.1447357718

0.1447357718

0.0791132248

0.0791132248

-0.0303302338

-0.0303302338

-0.0600212888

-0.0600212888

0.0207055721

0.0207055721

-0.0640570239

-0.0640570239

-0.0267284737

-0.0267284737

-0.0333804816

-0.0333804816

0.2874404269

0.2874404269

-0.0068263278

-0.0068263278

0.0440820156

0.0440820156

-0.1326516614

-0.1326516614

-0.1207236003

-0.1207236003

-0.0814184754

-0.0814184754

-0.1193146856

-0.1193146856

0.0565377625

0.0565377625

-0.1333383087

-0.1333383087

-0.0655738669

-0.0655738669

0.0627275517

0.0627275517

0.0605618692

0.0605618692

0.1902789172

0.1902789172

Sheet1

xy


.079.079Feel proud

.040-.030Trust it will fulfill expectations

-.089-.060Is like a friend




.184-.033Fulfill my dreams

-.028.287Latest technology

.130-.007Unique experiences/products

-.152.044Readily accessible experiences/products

-.132-.133Friendly service

-.144-.121Timely service

-.107-.081Courteous employees

.077-.119Australia

.029.057China

-.107-.133Guam

-.035-.066Hawaii

.240.063Europe

-.114.061Singapore

-.112.190Korea

Relationship, 36%

Experience, 25%

Service, 15%

Technology, 12%

Accessible Experiences,

12%

RELATIONSHIP (Emotional)

Cares About People (21%) Proud to be There (15%)

EXPERIENCE (Quality/Product)

Fulfills My Dreams (10%) Reliable Experiences (6%) High Quality Experiences (5%) Unique Experiences (4%)

SERVICE

Courteous Employees (12%) Friendly Service (3%)

Trust in Hawai‘i

Japan Market Drivers of Trust in Hawai‘i(to fulfill their expectations)(Independent of Competing Brands)

36


Korea Market4

37





Safe & secure 82%




Easy to get there 69%0% 20% 40% 60% 80% 100%

Hawai‘i

Australia

Japan

Guam

Europe

SoutheastAsia

KOREA MMA


SE Asia

Europe

38



Unique scenery 80%







Friendly locals 69%

Quality culinary & dining 66%



Great shopping 57%

Romantic 53%

Experiences with native people & culture 48%0% 20% 40% 60% 80% 100%

Hawai‘i

Australia

Japan

Guam

Europe

SoutheastAsiaUSA

KOREA MMA


Europe

USA

39



Safe & secureUnique sceneryClean environment


Good value for moneyAuthentic experiences

Easy to get around



Good for family and childrenIntriguing history & cultureEasy to get there

Friendly localsQuality culinary & dining

Unique experiences & activitiesOpportunity to discover new

activities & experiencesGreat shopping

Romantic


0

10

20

30

40

50

60

70

80

90

100

0 10 20 30 40 50 60 70 80 90 100






High Rating)

Hawaiʻi Rating

Impo

rtanc

eKOREA MMA

40

Great place to get away from it allSafe & secure

Unique sceneryClean environment



Authentic experiencesEasy to get around



Good for family and childrenIntriguing history

& culture

Easy to get thereFriendly locals

Quality culinary & dining



Great shopping

Romantic

30

40

50

60

70

80

90

100

0 10 20 30 40 50 60 70





Strength (High Importance/

High Rating)

Hawaiʻi Rating

Impo

rtanc

eKOREA MMA

41

Cares about peopleFeel proud

Trust

Is like a friend

Shares my values



Fulfill my dreams

Latest technology

Unique experiences


Friendly service

Timely service

Courteous service

CHINA

Japan

SOUTHEAST ASIA

Brand Map™: Korea Market


Chart1

-0.1668140301-0.1668140301

0.27413651430.2741365143

0.07922060720.0792206072

-0.0515102218-0.0515102218

0.04862466330.0486246633

0.15948645270.1594864527

0.10381151910.1038115191

0.22585562740.2258556274

-0.0427824745-0.0427824745

0.01127429090.0112742909

-0.3814042752-0.3814042752

-0.13721584-0.13721584

-0.066565261-0.066565261

-0.0482578714-0.0482578714

0.09800948230.0980094823

-0.1434987405-0.1434987405

-0.220379661-0.220379661

0.10121259240.1012125924

0.22582851070.2258285107

-0.1531458497-0.1531458497

Cares about people

Feel proud

Trust

Is like a friend

Shares my values



Fulfill my dreams

Latest technology

Unique experiences


Friendly service

Timely service

Courteous service

CHINA

Japan

SOUTHEAST ASIA

Korea

TENNESSEE

0.036833465

0.036833465

0.061009575

0.061009575

0.0249834838

0.0249834838

0.2108056311

0.2108056311

0.1309899777

0.1309899777

-0.1453554616

-0.1453554616

-0.0421297457

-0.0421297457

0.0882155955

0.0882155955

-0.4086854833

-0.4086854833

0.0316603793

0.0316603793

0.0453748272

0.0453748272

0.0070362585

0.0070362585

-0.0071728336

-0.0071728336

-0.0311530229

-0.0311530229

-0.0242886716

-0.0242886716

-0.006188769

-0.006188769

-0.2426222277

-0.2426222277

0.0524906585

0.0524906585

-0.0535010488

-0.0535010488

0.2306328689

0.2306328689

Sheet1

xy


.274.061Feel proud

.079.025Trust

-.052.211Is like a friend




.226.088Fulfill my dreams

-.043-.409Latest technology

.011.032Unique experiences/products

-.381.045Readily accessible experiences/products

-.137.007Friendly service

-.067-.007Timely service

-.048-.031Courteous employees

.098-.024Australia

-.143-.006China

-.220-.243Japan

.101.052Hawaii

.226-.054Europe

-.153.231Asia

Experience, 34%

Relationship, 31%

Service, 26%

Accessible Experiences,

9%EXPERIENCE (Quality/Product)

High Quality Experiences (13%) Reliable Experiences (13%) Fulfills My Dreams (8%)


Cares About People (20%) Is Like a Friend (6%) Proud to be There (5%)

SERVICE

Timely Service (14%) Friendly Service (9%) Courteous Employees (3%) Trust in

Hawai‘i

Korea Market Drivers of Trust in Hawai‘i(to fulfill their expectations)(Independent of Competing Brands)

© Copyrighted by OmniTrak Group Inc.

ACCESSIBILITY

Latest Technology (5%) Readily Accessible

Experiences (4%)

43

Market Summaries Across Key PointsUS Canada Japan Korea

OpportunitiesHistory, Culture,Cuisine, Unique

Scenery

Clean environment, Native culture,

Unique experiences

Friendly locals, New & Unique experiences

Clean environment, Good for families,

Romance

Brand MapUnique

experiences;Feel proud to be

there

Trust it will fulfill my expectations

Is like a friend; Courteous service

Trust it will fulfill my expectations

Experience 47% 42% 25% 34%

Relationship 30% 31% 36% 31%

Service 14% 17% 15% 26%

Technology 9% 10% 12% -

Accessibility - - 12% 9%

44

Driv

ers

of T

rust

Mahalo fromthe Omnitrak Group Inc.Mahalo from the Omnitrak Group!

Hawai‘i Tourism Authority2019 Fall Tourism Update

Marketing the Hawaiian Islands in a Sea of

Sameness

Chris KamPresident

Omnitrak Group, [email protected]

45

Slide Number 1Welcome to Gotham City!OverviewKey Takeaways: What’s the BIG idea?MethodologySlide Number 6Marketplace Attributes – Hawaiʻi vs Competitor Destinations – US WestDestination Attributes – Hawaiʻi vs Competitor Destinations – US WestMarketplace & Destination Attributes – Importance vs Hawaiʻi Rating – US WestMarketplace & Destination Attributes – Importance vs Hawaiʻi Rating – US WestMarketplace & Destination Attributes – Importance vs Hawaiʻi Rating – US WestMarketplace Attributes – Hawaiʻi vs Competitor Destinations – US EastDestination Attributes – Hawaiʻi vs Competitor Destinations – US EastMarketplace & Destination Attributes – Importance vs Hawaiʻi Rating – US EastMarketplace & Destination Attributes – Importance vs Hawaiʻi Rating – US EastMarketplace & Destination Attributes – Importance vs Hawaiʻi Rating – US EastSlide Number 17Slide Number 18Slide Number 19Brand Map™: US MarketSlide Number 21Slide Number 22Slide Number 23Marketplace Attributes – Hawaiʻi vs Competitor DestinationsDestination Attributes – Hawaiʻi vs Competitor DestinationsMarketplace & Destination Attributes – Importance vs Hawaiʻi RatingMarketplace & Destination Attributes – Importance vs Hawaiʻi RatingBrand Map™: Canada MarketSlide Number 29Slide Number 30Marketplace Attributes – Hawaiʻi vs Competitor DestinationsDestination Attributes – Hawaiʻi vs Competitor DestinationsMarketplace & Destination Attributes – Importance vs Hawaiʻi RatingMarketplace & Destination Attributes – Importance vs Hawaiʻi RatingBrand Map™: Japan MarketSlide Number 36Slide Number 37Marketplace Attributes – Hawaiʻi vs Competitor DestinationsDestination Attributes – Hawaiʻi vs Competitor DestinationsMarketplace & Destination Attributes – Importance vs Hawaiʻi RatingMarketplace & Destination Attributes – Importance vs Hawaiʻi RatingBrand Map™: Korea MarketSlide Number 43Market Summaries Across Key PointsMahalo from�the Omnitrak Group Inc.

marketing the hawaiian islands in a sea of sameness - 2019 ...€¦ · 18/11/2019 ·...

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