Download Hawaii Tourism Latin America 2015 Market Update

Presented by
Andrea Giorgetti
Manager MMA Markets
Your Team in Latin America
Leandro Rattazzi
Focus/LATAM Director
Andrea Giorgetti
MMA Markets Manager
Daniel Czerniak
Creative Designer
Leo Melro
Brazil Manager
Jimena Cersosimo
Office Staff
Agustin Dominguez
Writer
2014 Recap
•During 2014, Tour Operators in each MMA market were selected to promote the
destination and perform joint actions of communication and training.
o Tour Operators FAM from Mexico: MegaTravel, Julia Tours, Operadora Polinesia,
Olga Pulido, Consolid and Abiega.
o Virtuoso FAM from Brazil: Adem Tours, Alatur, B360, Blue Travel, Next2 Travel,
Prime Travel, Teresa Perez and XTravel.
• Webinars and Trainings: 2014 was a year of training and spreading the word to start
putting the Hawai‘i destination on the map of the tourist sector in Latin America.
o Total number of agents trained: 1,885
2014 Recap
•Publications generated after Press Trips and newsletters included content reinforcing the wide range of
activities available in Hawai‘i, as well as its cultural life. Five Media were invited to Hawaii:
o Blue & Blanc: Circulation 46,000/Impressions 138,114
o El Universal Newspaper: Circulation 180,000/Impressions 630,000
o El Economista Newspaper: Circulation 38,000/Impressions 95,000
o Food and Travel Magazine Mexico: Circulation 30,000/Impressions 90,000
o O’Globo Brazil Newspaper: Circulation 400,000/Impressions 1,000,000
2015 Market Conditions
•Mexico:
•Nominal GDP USD 1.3 trillion
•Unemployment: 4,51%
•Taxes: 16%
•Currency: 1US$ = Mx $14,92
•Brazil:
•Nominal GDP USD 2.253 Billion
•Unemployment: 4,30%
•Taxes: 10%
•Currency: 1US$ = R$ 3,00
•Argentina:
•Nominal GDP USD 609.9 Billion
•Unemployment: 7,50%
•Taxes: 21%
•Currency: US$ 1 = AR$ 8,71
•Top 3 Destination:
•USA
•Europe
•South America
Europe
28%
USA
40%
Latam 32%
Competitive destinations in Latin America depends on segment…
Romance and Honeymooners: French Polynesia Family/Vacation Trips: USA – Europe – South America
México
Hawaii
U$1,699
French
Polynesia
U$5,199
West US
U$3,123
Brazil
South
America
U$1,169
Europe
U$1,999
East US
U$1,207
Hawaii
U$2,178
French
Polynesia
U$5,936
West US
U$2,116
Argentina
South
America
U$3,700
Europe
U$2,335
East US
U$2,044
Hawaii
U$3,190
French
Polynesia
U$4,300
West US
U$4,988
South
America
U$1,700
Europe
U$4,657
East US
U$3,243
Next steps…
•Co-op Advertisement partners that may secure ROI
•
CVC Tours and Mega Travel Group will be deploying a campaign to promote
Hawaii’s treasures.
•
Campaign will be covered online and offline throughout Brazil and Mexico.
Flight Connection from Latin America
Air connectivity is the key for boosting the destination in the region. HTLA is in
advanced conversations with Aero México Airlines to strengthen the possibility of
establishing a new route from Mexico City to Honolulu.
A MEX routing is 500 KMs shorter than via LAX and 700 KMs shorter than via IAH.
1x weekly seasonal service on Saturdays is the baseline service level for this
market.
Proposed Operating Periods April-August /Mid-December – Early January
PR and Branding Campaign in Mexico:
HTLA and Palacio de Hierro’s promotional
campaign for Card Holders and Exclusive
Clients…
oWin a Trip to Hawaii
oHawaii photography's book
Opportunities for 2015
*Trade Shows: IPW & WTM Latin
America
*Press Trips: March
*FAM Trips: May / September
*Travel Trade Education
*Consumer Promotions and Branding
Campaigns
*Communication to Travel Trade and
Final Consumers
Latin America Markets will be full of opportunities...
...let’s take advantage of them!
Mahalo/Muchas gracias!