California Travel & Tourism Commission Asia Mission Japan Briefing Meeting June 30 th, 2011.
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Transcript of California Travel & Tourism Commission Asia Mission Japan Briefing Meeting June 30 th, 2011.
California Travel & Tourism Commission
Asia MissionJapan Briefing Meeting
June 30th, 2011
Language: Japanese Population: 127, 930,000 (as of
May 2011) Government: Democratic Party
of Japan Unemployment Level: 4.7% (as
of April 2011 Real Economic Growth: +2.3%
in 2010 (2011: -0.9%/2012:+2.2%)
GDP: total $5.47 trillion (2010)
Capital City: Tokyo Key centers of influence: Tokyo,
Osaka, Nagoya
Japan Market Profile
Japan Outbound & California Visitation
0
2,000,000
4,000,000
6,000,000
8,000,000
10,000,000
12,000,000
14,000,000
16,000,000
18,000,000
20,000,000
0
200,000
400,000
600,000
800,000
1,000,000
1,200,000
1,103,000
849,000
653,000 630,000
722,000
675,000
629,000
462,000
545,000
0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0
Japanese Visitation to California
36%
32%
18%
10%5%
Leisure/Recreation/Holidays Business/Professional
Visit Friends/Relatives Convention/Conference
Other Purpose
Purpose of Trips
65% of Japanese travelers can be categorized FIT travelers (49% + 16%), purchase travel parts such as air tickets, accommodation separately via travel agents.
Even though they do not purchase tour package, they still tend to use travel agent (71.5%) for arrangements.
Booking Method
Breakdown of Japanese Visitation
35%
49%
16%
Full package for Leisure visitors Air & Hotel package
Own arrangement
Visited Travel Agent
Called Travel Agent
Travel Agent
Website
Online Travel Agent
Airlin e Website
Hotel Booking
Sites
Hotel Chains Sites
Other0%5%
10%15%20%25%30%35%40%45%50%
13%10%
22%27%
44%
14%
22%
7%
FIT (Multiple Answeres)
80% of Japanese travelers book their travel from one to six month s prior to departure with 2-3 months representing almost half the market.
Booking Timing
Breakdown of Japanese Visitation
Airlift from Japan to California
1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 20100
20
40
60
80
100
120
140
160
134 132
114 113 113 114 116
99 96 94
8291
Flight Frequency Per Week
December Each Year
Nu
mb
er
of
Flig
ht
Flight Frequency Per Week
Airlift from Japan to California
1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 20100
5000
10000
15000
20000
25000
30000
35000
40000
45000
5000045,630
43,986
38,948 37,136
36,198
35,294
34,534
30,145 30,361 27,618
23,567 25,403
Seat Capacity Per Week
December Each Year
Se
at
Ca
pa
cit
y
Seat Capacity per Week
Airlift from Japan to California
7 airlines from Narita – all daily flights American Airlines, Japan Airlines, All Nippon Airways, Korean Air,
Delta Airlines, Singapore Airlines and United Airlines 2 airlines from Haneda – daily (ANA and Delta)
5 airlines from Narita – all daily with different aircraft sizes 1 flight from Osaka – daily by United Airlines 1 flight from Haneda – daily (JAL)
To Los Angeles
To San Francisco
Stagnant outbound market situation – on a recovery
Big and Expensive market to carry out marketing programs – Budget reductions
Rapidly changing distribution (lesser margin for travel agencies)
Low ratio of “Fly and Drive” travels – tougher to promote “rural”
Challenges
Challenges & Opportunities
Challenges & Opportunities
Sheer market size – Recovery potential (over 1 million visitors in Year 2000)
Increasing number of FIT/well-experienced travelers
“Open sky” agreement – flights from Haneda Airport
Main gateways to the U.S.
Strong in-market presence by key industry partners
Better exchange rate
TPC
Opportunities
Challenges & Opportunities
Prior to the disasters that began March 11th, signs were pointing to an increase in outbound travel this year, thanks to the recovering economy and strong value of the yen.
The Japan Association of Travel Agents (JATA) had set a goal for 2011 to surpass the all-time record of 17,818,590 outbound pax (set in the year 2000) on the way to 20 million pax in 2012.
The impact on tourism after the earthquake, tsunami and nuclear crisis is being felt the most by domestic and inbound Japan travel, more than outbound travel.
Outlook: Overall Outbound
Challenges & Opportunities
Outlook: March 11th Recovery Since the earthquake, outbound travel is on a steady path to
recovery: -9.1% in March, -9.0% in April and -8.4% in May.
The U.S. mainland is outperforming the average, with just a 6.0% decline in March.
The International Air Transport Association (IATA), like other experts, links travel demand to economic performance. It is expecting a travel slowdown from Japan during the first half of 2011, leading to a recovery as pent-up demand releases, and reconstruction progresses in the second half of the year.
Challenges & Opportunities
R&C Tours is targeting to handle 56% more pax to North America in July.
Climbing fuel surcharges, especially to long-haul destinations, are affecting agents’ outlook on U.S. travel.
Outlook: U.S. Travel
Challenges & Opportunities
JATA’s latest survey of booking levels at Japanese travel agencies (released April 20th) shows how the earthquake and climbing fuel surcharges has affected package tour bookings for the North American mainland.
January 2011: 99.7% February 2011: 120.6% March 2011: 101.0%
April 2011: 87.6% May 2011: 81.8% June 2011: 86.8%
The survey was completed; however, before the mood of self-restraint abated and last minute bookings poured in for the Golden Week (late April/early May) holidays, so the next survey should be more positive.
Outlook: U.S. Travel / JATA
Challenges & Opportunities
The Japan-U.S. open skies agreement went into effect in October 2010, which has resulted in new routes from Japan to the U.S. mainland, including new flights to California.
Airline Alliance Destination Aircraft Capacity Frequency
Delta Air Lines SkyTeam Los Angeles B747 402 Daily
All Nippon Airways Star Alliance Los Angeles B777 223 Daily
Japan Airlines Oneworld San Francisco B777 245 Daily
Outlook: U.S. Travel / Open Skies
Japan Mission 2011
Schedule: June 30th (Thu)
Time Duration Contents Remarks
10:00-11:30 90 min Presentation Rehearsal & Workshop booth Set-up
At Iwasaki Koyata Memorial Hall (B1F) & Banquet Room (B1F)
11:30-12:00 30 min Guest registration & Greeting
12:00 5 min MC to announce the opening of the event MC/Ms. Junko Kajihara
12:05-12:10 5 min Welcome Remarks Antonette Eckert
12:15-12:35 25 minPresentation by CTTC Japan (20 min)Marketing promotion/ActivitiesCA Expert Video (5 min)
Yoichi Hayase / Wataru Takaku
Japan Mission 2011
Schedule: June 30th (Thu)
12:35-1:30 55 min
Delegate Presentation
1. San Francisco Travel Association
2. California Academy of Science
3. Holiday Inn – Civic Center
4. Napa Valley Wine Train
5. Red & White Fleet
6. Miramar Hospitality
7. Beverly Hills Conference &
Visitors Bureau
8. LA Inc
9. Universal Studios Hollywood
10. Cirque Du Soleil
11. Anaheim Orange County Visitor
& Convention Bureau
12. Disneyland Resort
13. Sea World San Diego
14. Premium Outlets
At Iwasaki Koyata Memorial Hall (B1F)Time allocation: (3 minutes maximum 3 slides/ video each)Sandwiches will be provided to CA delegates in the banquet room. (Separate from the presentation hall).Each delegate will have time to eat during the presentation by other delegates. Group A (1-7): Stay presentation hall until finish your presentationGroup B (8-14) Stay banquet room to eat first, then move to presentation hall at 12:55
Japan Mission 2011
Schedule: June 30th (Thu)
1:40-2:25 45 min
Trade WorkshopOne-on-one pre-scheduled appointments with Japanese travel trade. 1:40-1:55 1st appointment1:55-2:10 2nd appointment 2:10-2:25 3rd appointment
At Banquet Room (B1F)Buffet lunch will be served for travel agents. Agents who have appointment meet first then eat. Other agents who don’t have appointment eat first then meet. *Meeting with product managers or senior tour planners.
2:25-3:20 50 min Trade Workshop Network with Japanese travel trade
Network while having lunch. It’s a free flow workshop, so attendees will come by at random.*Meeting with front line staffs.
Japan Mission 2011
Schedule: June 30th (Thu)
3:20-3:30 10 min Lucky Draw & Closing remarks
AA, DL and UA/CO will provide complimentary tickets from Japan to California.
3:45-3:50 5 min Group photograph All delegates
4:00-6:00 120 min Preparation time
In order to make the train reservation to Osaka, CTTC Japan will collect Japan Rail Passes from each delegate who has purchased one. Please make sure that you bring it with you before departing.
*For those who have chosen not to purchase a Japan Rail Pass, CTTC Japan will make a reservation for the same train. Please bring the exact amount for the ticket (14,000JPY).
Japan Mission 2011
Schedule: June 30th (Thu)
6:00Delegation members to be back to the venue. Anton to go through the rehearsal for the welcome remarks
At Iwasaki Koyata Memorial Hall (B1F)
6:30 Guest registration & Greeting
7:00 MC to announce the opening of the event. Professional MC
7:05 10 min MC to introduce CTTC HQ and delegations members
CTTC HQ and delegation members to come up on the stage. Delegation to wave to guests when their names are called.
7:15 5 min Welcome Remarks Antonette Eckert
7:20 20 minPresentation by CTTC Japan 2010 Japan Marketing Promotion presentation including “Kanaeru California” Dream Campaign
Yoichi Hayase / Emiko Shinozawa
Japan Mission 2011
Schedule: June 30th (Thu)
7:40 PM 30 min Network with Japanese media
Opportunity to speak with various media outlets to discuss/introduce your product. Wine & Food pairing can be experienced at each of the 3 food stations.
8:10 PM 15 minTalk Show with Chef Sugiura as one of the successful dream achievers from Japan
Share his CA dream experience, introduce menu, California cuisine and products mainly focusing on California Olive Oil
8:25 PM 30 min Network with Japanese mediaOpportunity to speak with various media outlets to discuss/introduce your product. California Olive Oil Tasting can be experienced at the booth.
8:55 PM Closing remarks MC
9:00 PM Event ends Return to hotel by motor coach
Japan Mission 2011
Schedule: July 1st (Fri)06:45-07:00
Check out of hotel and meet at lobby. Bring your luggage to load on the delivery truckCTTC Japan meets delegates at hotel lobby. Please place your luggage on the truck.The truck carry the luggage to Osaka and will take 8 to 10 hours depending on traffic. The luggage will be delivered to the Hilton Osaka bellboy desk (Between 3 to 5 pm).
07:15 Transfer to Shinagawa stationWalk to train station. (10 minutes) with CTTC Japan staff
07:40 Leave Shinagawa Station to Shin Osaka via Shinkansen (Bullet Train – Hikari 503)We will all travel to Osaka via Shinkansen (bullet train). The ride from Shinagawa to
Shin Osaka will be about three hours. The train ticket is 14,000 JPY, and the Japan Rail Pass will cover it. Light meal (breakfast) will be provided in the train.
10:30 Arrive at Shin Osaka Station Take motor coach to Hilton Osaka Hotel (15 min)
11:00 Each delegate will confirm that their goods arrived safely at the Osaka venue.
Japan Mission 2011
Schedule: June 30th (Thu)
Time Duration Contents Remarks
11:00-11:20 30 min Preparation & Workshop Set-up
Kin Room, Hilton Osaka 4F
11:30-12:00 30 min Guest registration & Greeting
12:00 5 min MC to announce the opening of the event Yoichi Hayase
12:05-12:15 10 minWelcome Remarks Short Introduction of California Delegates and Japan Team
Antonette Eckert
12:15-12:35 20 min Presentation by CTTC Japan Tomo Shimada / Wataru Takaku
Japan Mission 2011
Schedule: June 30th (Thu)
12:35-1:30 55 min
Delegate Presentation 1. LA Inc2. Beverly Hills Conference & Visitors Bureau3. Universal Studios Hollywood4. Cirque Du Soleil5. Anaheim Orange County Visitor & Convention Bureau6. Disneyland Resort7. Sea World San Diego8. Premium Outlets9. San Francisco Travel Association10. California Academy of Science11. Holiday Inn – Civic Center12. Napa Valley Wine Train13. Red & White Fleet14. Miramar Hospitality
At Kin Room (4F)Time allocation: (3 minutes maximum 3 slides/ video each)Sandwiches will be provided to CA delegates in Gin Room (4F). (Separate from the presentation room).Each delegate will have time to eat during the presentation with other delegates in the same group.Group A (1-7): Stay at Kin Room until finish your presentationGroup B (8-14) Stay at Gin Room to eat first, then move to Kin Room at 12:55
1:40-2:25 45 min
Trade WorkshopOne-on-one pre-scheduled appointments with Japanese travel trade. 1:40-1:55 1st appointment1:55-2:10 2nd appointment 2:10-2:25 3rd appointment
Kin Room (Same room)Buffet lunch will be served for travel agents. Agents who have appointment meet first then eat. Other agents who don’t have appointment eat first then meet. *Meeting with product managers or senior tour planners.
2:25-3:20 50 min Trade Workshop Network with Japanese travel trade
Network while having lunch. It’s a free flow workshop, so attendees will come by at random.*Meeting with front line staff.
3:20-3:30 10 min Lucky Draw & Closing remarksUA/CO will provide complimentary ticket from Japan to California.
Clean up
Japan Mission 2011
Schedule: July 1st (Fri)
End of the program in Japan and free time
4:00PM Check In @ Hilton Hotel OsakaUpon your request, CTTC Japan will book your rooms at Hilton Osaka at rate of JPY 17,000 for July 1 Friday night.
Option:6:00PM-8:00PM
Final Closing NightCTTC will host a farewell casual dinner and karaoke. You are
welcome to join if you stay in Osaka!
Depart from Osaka at your own arrangement
Japan Mission 2011
Schedule: July 1st (Fri)
How to get to Kansai International Airport (KIX) from Hilton Osaka Hotel We recommend you to take the Airport Limousine bus from hotel (please check the exact time at Bell Desk). The bus fee is 1,500 JPY (about $18), and takes about 1 hour to get to the airport).You can also take the JR Train, Haruka Express from Shin Osaka station to Kansai International Airport train station, which leaves every 30 to 60 minutes from Shin Osaka to Kansai Airport and it will be covered by the Japan Rail Pass. CTTC Japan representatives will leave Osaka on July 2, Saturday, so you are welcome to join us back to Tokyo.
Flight from Osaka to San Francisco:United Airlines operate direct flight from Osaka (KIX) to San FranciscoUA886 17:35 (KIX) 11:15 (SFO)
How to travel back to TokyoFrom the Hilton hotel, catch a taxi to Shin Osaka station (about 10 minutes) or take the JR train from Osaka station, which is only a few minutes walk, to Shin Osaka station (about 5 minutes). Bullet train from Shin Osaka will take you to Tokyo/Shinagawa station in three hours. The train ticket is 14,000 JPY, and it will be covered by Japan Rail Pass.
California Travel & Tourism Commission
Asia MissionJapan Briefing Meeting
June 30th, 2011