Hawke’s Bay Tourism Update April 11, 2019

The Team

Hamish Saxton Acting General Manager

Ben Hutton Marketing Manager

Kerryn Ralston Tourism Manager – AKL based

Megan Best Marketing Coordinator

Lucy Damen Content and Media Coordinator

Helen Jackson Membership Coordinator

Lisa Sampson Finance and Admin

Molly Baldwin CHB Tourism Coordinator

New Members

Emma Boyd Photography

Hygge at Clifton Bay

Ranui Farm Park

The Park Lodge

Havelock North Function Centre

AC Wine

Round Pond Garden

Packard Wedding Cottages

Endsleigh Cottages

Two Taniwha Kitchen & Bar

The Old School House Onga Onga

Smith & Sheth Cellar Door

Heretaunga Studio

Laneway Apartments

The Love Light

The Boardwalk Restaurant/Hot Chick/Duke of Gloucester/The Station

Paddy’s Irish Pub

Thirsty Whale

Mahia Beach Motel and Holiday Park

Fergussons Motor Lodge

Onga Onga Museum

Wallingford

Agenda

What are the stats telling us?

What have we been up to

What’s next

So, what are the stats telling us?

Latest stats year-end February 2019

$652m visitor spend

+3.3%

Overall nights spent in region

-0.8%

Commercial Accommodation

-2.5%1.212m nights

Private Household stays

0.3%2.964m nights

AirBNB room nights booked

54%183,547 nights (entire place)

February +9%

Leading region in the country

Seasonal spend growthOver 3 years

Summer +10%Autumn +16%Winter +20%Spring +20%

Last 12 months

Summer 18/19 +4%Autumn 18 +5%Winter 18 +4%Spring 18 +1%$0.0m

$50.0m

$100.0m

$150.0m

$200.0m

$250.0m

2015 2016 2017 2018 2019

Summer Autumn Winter Spring

This year

Summer 18/19 +115%Autumn 18 +65%Winter 18 +57%Spring 18 +132%

AirBNB revenue growth

$0

$2,000,000

$4,000,000

$6,000,000

$8,000,000

$10,000,000

$12,000,000

$14,000,000

2016 2017 2018 2019

Summer Autumn Winter Spring

What have we been doing?

Consumer activity

• Summer road trips

• Regional events promotion

• Lots of paid promotion through social media

• The Big Easy

• Winter F.A.W.C!

www.hawkesbaynz.com

2015/16 2016/17 2017/18 2018/19

Sessions 287,285 288,923 320,309 529,908

YOY 1% 11% 65%

Website traffic12 months to 31 March

0

20,000

40,000

60,000

80,000

100,000

April May June July August September October November December January February March

2015/16 2016/17 2017/18 2018/19

New website developments

• Accommodation categories revised

• Tours, shopping, conference home pages to be adapted next

• Business listings to include links to other owned businesses

• Automatic renewals are coming

• Audit of categories and payments

• Have you renewed your listing?

• When was the last time you updated your listing?

• Refresh copy and images

• Opening times updated for Autumn, including for public holidays

• Load Hot Deals for extra profile

Your website listing

newzealand.com

• Big changes coming to the Tourism New Zealand operator database

• Completely new platform being built – your info should carry over

• Launch being targeted for September

• Operator user guides and training coming

• Have you got a listing on newzealand.com?

• Sign up for free at register.newzealand.com

• Visitor spend continues to grow –total spend was $36.8m, up 15.1%

• 60 Days of Summer campaign ran 1 January to 1 March• Campaign reach was more than 90,000 and post engagement was over

11,000

• The Little Easy – Good Friday

• Spirited Women – All Women’s Adventure Race coming to CHB in March 2020

• Spring Fling – September and October 2018

CHB update

Trade Marketing

Trade Opportunities

• Explore New Zealand -April 16 2019• Art Deco Trust, Central Hawke’s Bay, Gannet Safaris Overland, Mohaka Rafting,

Odyssey New Zealand, Porters Boutique Hotel, Takaro Trails, Waimarama Maori Tours and Church Road

• TRENZ May 13-16 Rotorua • Craggy Range, The Crown Hotel, Art Deco Trust, Gannet Safaris, Odyssey New

Zealand, Napier Maori Tours, National Aquarium of NZ, Prinsys Tours, Kennedy Park• Mangapapa and Gannet Beach Adventures will also be represented.

• Workshop Series• Winter Workshop Series June - August

Conference Opportunities

• New approach

• Brag piece

• Business ads

• Website portal

What’s next?

Consumer advertising

• Winter F.A.W.C!

• Upcoming regional events

• Autumn & Winter-themed editorial & videos

• Weddings / Get Hitched in Hawke’s Bay

April

• The Big & Little Easy 19/20 April (Easter)

May

• Black Barn – The Proclaimers 12 May

• Targa Rally 17-19 May

• Air NZ Hawke’s Bay Marathon 18 May

June

• Winter F.A.W.C! 7-30 June

• Matariki

July

• Winter Deco 19-21 July

August

• Edible Fashion Awards 9-10 August

Autumn & Winter events

Tourism Awards

Timeline

Award entries open 17 June– 12 July 2019

Judging Visits 04 - 14 August 2019

Awards Finalists announced 28 August 2019

Awards Evening Thursday 5 September 2019

Regional Visitor Strategy

• All councils have agreed to developing a Regional Visitor Strategy for Hawke’s Bay

• Terms of reference developed

• Region wide consultation and input

Thank you andGoodbye…