HONG KONG MARKET OVERVIEW
PRESENTED BY
GSO – HONG KONG
JANUARY 2015
CONTENTS
• Introduction to GSO Hong Kong: TravelOptions Group
(TOPS!)
• I’MPOSSIBLE MISSION FORCE (IMF)
• Hong Kong Market Overview
• Political & Economic Environment
• Technology (Online / Smartphones and Social Media)
• Hong Kong Outbound Travel
• Flight Frequencies
• Key Destinations
• Buying Trends
• GSO Hong Kong: Support Needed
GSO Hong Kong: TravelOptions Group
(TOPS!)
Asia’s Leading Sales and Marketing Representation Company
MISSION COMMENCED: 1 October 2014
MISSION ACCOMPLISHED
- Takeda Pharmaceuticals (Hong Kong) Ltd / MMS
10th IDF – WPR Congress 2014
12 rooms including two Premium Rooms / 20 – 25 November 2014
- RFP / AIA Group Hong Kong for MMS
MISSION PENDING
- RFP / Transpacific IP Group Ltd for MMS (JUST SECURED HALF AN HOUR AGO!!!)
Singapore office signed with Pan Pacific and Park Royal Hotel for 2015
Asia’s Leading Sales and Marketing Representation Company
FUTURE MISSIONS
- Cathay Holidays / MMS, MOS, PBL
Contract for 2015 / 2016
- Westminster Travel Ltd / MMS, MOS, PBL
Tactical Promotions for February / March 2015
- Nan Hwa (Express) / MMS, MOS, PBL
Easter Promotion for March / April 2015
Asia’s Leading Sales and Marketing Representation Company
FUTURE MISSIONS
- ACE Life Insurance / MMS, MOS, PBL (MICE)
- AT & T Asia Pacific Group Ltd / MMS< MOS< PBL (MICE)
- AXA Asia / MMS, MOS (RFP)
- Bain Capital / MMS, MOS, PBL (RFP / MICE)
- Bank of American Merrill Lynch / MMS, MOS
- BASF / MMS, MOS
- Estee Lauder / MMS, MOS (RFP)
- DHL / MMS
- Dolce & Gabbana / MOS
- Heidrick & Struggles /MMS, MOS (MICE)
Asia’s Leading Sales and Marketing Representation Company
FUTURE MISSIONS
- Hong Kong Blind Union / MMS, MOS, PBL (RFP / MICE)
- Hong Kong Children’s Choir / MMS, MOS
- Jack Morton / MMS, MOS, PBR (MICE)
- LVMH / MOS
- Leo Burnett / MMS, MOS, PBL (MICE)
- MCI /MMS, MOS, PBR (MICE)
- Ogilvy & Mather Asia Pacific / MMS (MICE)
- Philips Electronics Hong Kong Ltd / MMS, MOS, PBL (MICE)
- Pictet & Cie / MMS, MOS, PBL (MICE)
- Royal Caribbean / MMS
- Singapore Airlines Staff Travel / MOS
- Thomson Reuters / MMS, MOS
I’MPOSSIBLE MISSION FORCE
IMF Agent - Cecilia TEE
- Over 20 years hospitality experience
- Regional Director of Sales and Marketing, Asia,
Le Meridien Hotels & Resorts (13 years)
- Headhunted to start up the regional sales office in Hong Kong in 1990
- Sales Manager, Hyatt (two years)
- Sales Manager, Marco Polo Singapore (three years)
Expertise
- Sales and marketing on property, regional and corporate levels, qualified trainer
- Key accountant management, developed MICE management strategies and GDS
education in China, Korea, Indonesia, the Philippines, Singapore and Taiwan.
- Born in Singapore, speaks fluent English, Mandarin and four other local dialects. Lives
permanently in Hong Kong.
I’MPOSSIBLE MISSION FORCE
IMF Agent – MATHDY TSUI
- Over 20 years hospitality experience
- Various positions with key travel agencies
* Sales Manager, Westminster Travel (six years)
* Purchasing Manager, Westminster Travel (six years)
- Sales and Marketing Director, Best Western Hong Kong & China Sales Office (four years)
- Regional Director, Asia, Luxe Worldwide Hotels Group (five years)
- Senior Consultant Asia, TCG Consulting Asia – dedicated consultant of Bank of America
Merrill Lynch (one year)
Expertise
- Hotel contracting and system trainer
- Account and operations management, sales and marketing and revenue management
- Born in Malaysia, speaks fluent English and Mandarin. Lives permanently in Hong Kong
I’MPOSSIBLE MISSION FORCE
IMF Agent – Winnie CHENG
- Over 15 years industry experience
* Tour Guide (four years)
* Travel Coordinator - Flight Centre (three years)
* Le Meridien Hotels & Resorts (four years)
* TravelOptions Group (seven years)
Expertise
- Telesales, database management, group coordination
- General office administration and finance
Hong Kong Market Overview
Hong Kong Market Overview – Introduction
• Hong Kong, a Special Administrative
Region (SAR) of the People's Republic of
China
• The economic system of Hong Kong is
independent of China, under the “one
country, two systems” principle – 50
years
• Consist of Hong Kong Island, Kowloon
Peninsula and the New Territories (total
of 18 districts)
Hong Kong Market Overview - Introduction
Hong Kong Island
Kowloon Peninsula
New Territories
Central & Western District
Kowloon City District
Islands District
Eastern District
Kwun Tong District
Kwai Tsing District
Southern District
Sham Shui Po District
North District
Wan Chai District
Wong Tai Sin District
Sai Kung District
Yau Tsim Mong District
Sha Tin District
Tsuen Wan District
Tuen Mun District
Yuen Long District
Hong Kong Market Overview - Economy
- Foreign Currency Reserve: US$328 billion
- Second largest FDI recipient in Asia for 16
consecutive years , after Mainland China US$12billion
- 13th largest trading economy in the world
- The "Freest Economy of the World”
for 20 consecutive years (Source: US Heritage Foundation)
(Source: United Nations Conference on Trade and Development
(UNCTAD)’s World Investment Report (WIR) 2014, Hong Kong Monetary Authority)
Hong Kong Market Overview - Economy
VITAL STATISTICS:
Population:
7.2 million (54% Female / 46% Male)
Currency:
Hong Kong Dollar (HKD)
GDP:
2.7
Inflation:
5.1%
Labor force:
3.9 million
Unemployment:
3.3%
Underemployment:
1.5%
Internet Users:
4.9 million / 69% population
130,000 per sq km
Guinness Book of Record – World’s most densely
populated
(Source: Key Economic and Social Indicators by Hong Kong Census and Statistics Department)
Hong Kong Market Overview - Economy
VITAL STATISTICS:
Ethnic groups:
Chinese 95%, Filipino 1.6%, Indonesian 1.3%, other 2.1%
Languages:
Cantonese (official) 90.8%, English (official) 2.8%, Putonghua (Mandarin) 0.9%,
other Chinese dialects 4.4%, other 1.1%
Main Age Groups:
50 – 54 years
662,000
55 – 59 years
594,000
45 – 49 years
592,000
30 – 34 years
583,000
40 – 44 years
582,000
(Source: Hong Kong Census and Statistic)
Hong Kong Market Overview – Technology
Hong Kong Market Overview – The Online Environment
Hong Kong Market Overview – The Online Environment
Source: Nielsen Media Index
Hong Kong Market Overview – The Online Environment
Hong Kong Market Overview – The Online Environment
Hong Kong Market Overview – Mobile Users
14,410,000 mobile subscribers
7,704,000 2.5G/3G mobile subscribers
Hong Kong Market Overview – Mobile Users
Hong Kong vs. Asia Pacific
● Hong Kong - 3rd highest smartphone penetration in Asia-Pacific
(35%) - behind only Singapore (62%) and Australia (37%). Tied with key
tier-1 and tier-2 cities in China (35%)
Hong Kong vs. Rest of World
● Hong Kong is/has:
Top 10 most likely to have made a purchase with phone.
Third highest smartphone penetration of 30 markets studied.
 Top 10 most likely to say that the smartphone reflects being a ‘modern
person’ and is an accessory to match that modernity
Source: Google Survey of Mobile Internet and Market trends in Hong Kong and Asia Pacific 2011
Hong Kong Market Overview – Mobile Users
Hong Kong Market Overview - General
Hong Kong Outbound Travel
Hong Kong – Public Holidays
PUBLIC HOLIDAYS 2015:
The first day of
1 January
Thursday
Lunar New Year's Day
19 January
Thursday
The second day of the Lunar New Year
20 January
Friday
The third day of the Lunar New Year
21 January
Saturday
Good Friday
03 April
Friday
The day following Good Friday
04 April
Saturday
Ching Ming Festival
06 April
Monday
The day following Easter Monday
07 April
Tuesday
Labour Day
01 May
Friday
The Birthday of the Buddha
25 May
Monday
Hong Kong – Public Holidays
PUBLIC HOLIDAYS 2015:
Tuen Ng Festival
20 June
Saturday
HKSAR Establishment Day
01 July
Wednesday
The day following Mid-Autumn Festival
28 September
Monday
National Day
01 October
Thursday
Chung Yeung Festival
21 October
Wednesday
Christmas Day
25 December
Friday
The first weekday after Christmas Day
26 December
Saturday
Hong Kong Flight Frequencies
Hong Kong – Kuala Lumpur
AirAsia
Cathay Pacific / MH
Malaysia Airlines / CX
Kuala Lumpur – Langkawi
AirAsia
Malaysia Airlines /
Oman Air
Malaysia Airlines
Malaysia Airlines /
Nippon Airways
49 flights / week
14 flights / week
21 flights / week
14 flights / week
98 flights / week
63 flights / week
14 flights / week
7 flights / week
14 flights / week
(No direct flights from Hong Kong to Langkawi)
Hong Kong – Singapore
Cathay Pacific
Continental Airlines
Hong Kong Airlines
Jetstar
Singapore Airlines /
Air India
Singapore Airlines
140 flights / week
49 flights / week
6 flights / week
11 flights / week
25 flights / week
7 flights / week
42 flights / week
Hong Kong Flight Frequencies
Hong Kong to Kuala Lumpur
Frequency
Airlines
Flight No.
ETA / ETD
Mon
Tue
Wed
Thu
Fri
Sat
Sun
Total No. of Flight
Per Week
Air Asia
AK1071
10:50 / 14:40
1
1
1
1
1
1
1
7
Air Asia
AK1659
17:45 / 21:35
1
1
1
1
1
1
1
7
Cathay Pacific Airways/Malaysia Airlines
CX723
09:00 / 12:45
1
1
1
1
1
1
1
7
Cathay Pacific Airways/Malaysia Airlines
CX725
12:55 / 16:45
1
1
1
1
1
1
1
7
Cathay Pacific Airways/Malaysia Airlines
CX729
16:15 / 19:55
1
1
1
1
1
1
1
7
Malaysia Airlines/Cathay Pacific Airways
MH75
08:45 / 12:35
1
1
1
1
1
1
1
7
Malaysia Airlines/Cathay Pacific Airways
MH73
14:35 / 18:20
1
1
1
1
1
1
1
7
7
7
7
7
7
7
7
49
Fri
1
1
1
1
1
1
1
1
1
1
1
1
1
1
14
Sat
1
1
1
1
1
1
1
1
1
1
1
1
1
1
14
Sun
1
1
1
1
1
1
1
1
1
1
1
1
1
1
14
Total No. of Flight Per
Week
7
7
7
7
7
7
7
7
7
7
7
7
7
7
98
Total:
Domestic Flight Service from Kuala Lumpur to Langkawi
Airlines
Air Asia
Air Asia
Air Asia
Air Asia
Air Asia
Air Asia
Air Asia
Air Asia
Air Asia
Malaysia Airlines/Oman Air
Malaysia Airlines
Malaysia Airlines/Oman Air
Malaysia Airlines/All Nippon Airways
Malaysia Airlines/All Nippon Airways
Flight No.
AK5320
AK5322
AK5324
AK5326
AK5334
AK5328
AK5336
AK5330
AK5332
MH1430
MH1438
MH1446
MH1450
MH1456
ETA / ETD
Mon
07:30 / 08:30
1
10:00 / 11:00
1
12:30 / 13:30
1
14:05 / 15:05
1
15:30 / 16:30
1
16:20 / 17:20
1
18:25 / 19:25
1
19:25 / 20:25
1
21:15 / 22:15
1
08:30 / 09:25
1
11:00 / 11:55
1
14:15 / 15:10
1
18:05 / 19:00
1
20:05 / 21:00
1
Total: 14
Tue
1
1
1
1
1
1
1
1
1
1
1
1
1
1
14
Wed
1
1
1
1
1
1
1
1
1
1
1
1
1
1
14
Frequency
Thu
1
1
1
1
1
1
1
1
1
1
1
1
1
1
14
Hong Kong – Flight Frequencies
Hong Kong to Singapore
Airlines
Cathay Pacific Airways
Cathay Pacific Airways
Cathay Pacific Airways
Cathay Pacific Airways
Cathay Pacific Airways
Cathay Pacific Airways
Cathay Pacific Airways
Continental Airlines
Jetstar Asia
Jetstar Asia
Jetstar Asia
Jetstar Asia
Singapore Airlines/Air India
Singapore Airlines
Singapore Airlines
Singapore Airlines
Singapore Airlines
Singapore Airlines
Singapore Airlines
Hong Kong Airlines
Hong Kong Airlines
Flight No.
CX691
CX759
CX739
CX735
CX635
CX711
CX715
CO99
3K694
3K692
3K698
3K696
SQ1
SQ859
SQ891
SQ863
SQ861
SQ865
SQ871
HX751
HX783
ETA / ETD
Mon
08:00 / 11:50
1
09:10 / 13:00
1
11:35 / 15:25
1
14:20 / 18:10
1
15:15 / 19:05
1
16:00 / 19:45
1
20:00 / 23:45
1
21:40 / 01:30+1
1
07:00 / 10:45
0
11:05 / 14:50
1
13:35 / 17:30
1
20:25 / 00:10+1
1
08:05 / 11:55
1
10:30 / 14:20
1
12:30 / 16:20
1
13:30 / 17:20
1
15:20 / 19:20
1
18:30 / 22:20
1
19:55 / 23:45
1
12:50 / 15:45
1
21:10 / 00:50+1
0
Total: 19
Tue
1
1
1
1
1
1
1
1
0
1
1
1
1
1
1
1
1
1
1
1
0
19
Wed
1
1
1
1
1
1
1
0
0
1
1
1
1
1
1
1
1
1
1
1
1
19
Frequency
Thu
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
21
Fri
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
21
Sat
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
21
Sun
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
0
20
Total No. of Flight
Per Week
7
7
7
7
7
7
7
6
4
7
7
7
7
7
7
7
7
7
7
7
4
140
Hong Kong – Outbound Travel
Peak Outbound:
Christmas Holiday
Chinese New Year
Easter Holiday – early April
Summer Holiday – July/August
Biggest Travel Site:
agoda.com
Popular Destinations:
Macau, China and Taiwan (no language barrier, close
proximity, abundant shopping and excellent food),
Thailand, Seoul, Japan, Singapore, London and Paris.
Bali and Maldives - Honeymoon
Hong Kong – Outbound Travel
- Average travel consumption around HK$9,242 and the next two
annual average consumption raise to HK$10,121
- An average of six overseas trips per year and averaged seven nights
per trip
- Short-haul travel remains a popular choice for Hong Kong’s residents
as they look for leisure trips and short breaks away from the stress of
Hong Kong life
(Source: Visa Global Travel Intentions Survey)
Hong Kong – Outbound Travel
• Short-haul travel remains popular choice for Hong Kong’s residents as they
look of leisure trips and short breaks away from stress of Hong Kong life
• Taiwan is one of the most popular destinations for Hong Kong travelers.
Attractions on various national events and extensive and attractive
promotional packages have lure leisure segment into this destination
• Variety of best eating, shopping and spa treatments experiences
• Mature market - FIT individual leisure travels most common
Hong Kong – Outbound Travel
Hong Kong travelers currently choose their destinations based on:
• Affordability
• Politics / safety
• Cultural affinity
• Food
• Language
The top desired destinations are based on:
• Excellent Food
• Relaxation: Spa treatments
• Culture
• Business needs
• Shopping and Entertainment
Hong Kong – Outbound Travel
10 Most Popular Destinations
1.Taiwan
2.Macau
3.Thailand
4.Singapore
5.Japan
6.London
7.Seoul
8.Vietnam
9.France
10.Australia
Source: Qunar.com
Favorite Long Haul Destinations
• Paris
• Milan
• New York
• London
• Honolulu
Most Requested Outbound Destinations
• Taiwan
• Thailand
• Bali
• Seoul
• Europe
• Singapore
• Vietnam
• China major cities and resorts
• USA
Hong Kong – Outbound Travel
Corporate
• Corporate travels and Corporate MICE
• Corporate travels - Singapore & Shanghai (due to their
Regional Headquarter base), Japan, Korea, Taiwan, India and Thailand
• Preference for international chain hotels for its loyalty programs airline
mileage bonus (in return clients use for in exchange of accommodation for
leisure trips)
• Bookings are often handled by respective local offices or via Corporate travel
agents, direct
• New, hip and cool boutique hotels and full serviced apartments are becoming
popular due to more competitive pricing and offers
Hong Kong – Outbound Travel
Corporate
• Multinational companies (MNCs), the Asia Pacific RFP decision-making process
and consolidation is mostly overseen out of the Singapore, Shanghai or Beijing
office with recommendation sourcing by respective local offices
• Business Travel Seasons: January, March, May, June, September, October and
November
Hong Kong – Outbound Travel
Leisure
• Direct flight accessibilities
• Prepayment for travel packages
• Short lead time – one week
• Themed travel: golf, spa, food & wine and experiential tours
• Increase presence of concierge service providers and independent travel agents
catering to demand of leisure MICE
• Leisure travel seasons: Christmas holiday, CNY holiday, Easter break and School
Summer holidays
Hong Kong – Outbound Travel
MICE
• Medium (40+) to large sized groups (200+) on an incentive trip
• Middle to Top management of companies
• Booking lead time three – six weeks for small to mid sized groups and two to
six months for large groups of 200 rooms and above
• Majority of MICE groups are organized through travel agents and event houses
due to visa and payment issues
• Intra-region is still popular with safety issue a major criterion
• Popular destinations: Bali, Bangkok, Macau, Phuket, Seoul, Singapore
Hong Kong – Outbound Travel
MICE
• Medium (40+) to large sized groups (200+) on an incentive trip
• Middle to Top management of companies
• Booking lead time three – six weeks for small to mid sized groups and two to
six months for large groups of 200 rooms and above
• Majority of MICE groups are organized through travel agents and event houses
due to visa and payment issues
• Intra-region is still popular with safety issue a major criterion
• Popular destinations: Bali, Bangkok, Macau, Phuket, Seoul, Singapore
GSO Hong Kong – Support Needed
How To Work Our Market
• Work with key high rated wholesale agents
• Regular sales visit to corporate accounts to service the accounts
• Leverage opportunities with Concierge Service providers and independent travel
agents
• Increase PR and promotion activities to build greater brand awareness
• Maximize social media and mobile apps to attract information access and increase
demand sales
How To Work Our Market
• Tactical promotions – peak outbound season with credit card companies
and key wholesale agents (lead time – three months)
• Golf planners
• Partnership marketing – concierge service providers and independent
travel agencies
• Honeymooners package – partner with wedding planners
• Company intranet for staff and travel trade promotions for personal leisure
trips
• Online competition
BE DIFFERENT, BE CREATIVE!
What Sells
• Convenient direct flight accessibilities and frequencies
• Prompt response
• Creative tactical offers (F&B / laundry discounts, bonus nights)
• Flexibility
• Authentic Food Promotions
• Attention to personal details
• Corporate Responsibilities Society (CRS) team activities for larger MICE groups
Support requested from hotels
• Monthly Hotelligence / PMS generated reports / Leads
 Identify new agents / Corporate / MICE accounts
 Hotel wish list
 Monthly production reports
• Hotel Packages and Tactical Offers
 Need periods
 Market offers
• FAM Trips
PR Activities
 Corporate
- Strategic activities with key
 Leisure
partners to build brand awareness
 MICE
and increase demand sales
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