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Case Study
This video is made by Dr. Pearl Lin and Dr. Clare Fung's project, "Great Case of Marketing in the Hospitality and Tourism Industry." A special thanks to Bao Yanli, who provided information and insights for this video. This case discusses that to celebrate the 50th anniversary of China-Spain diplomatic relations and the anniversary of its hotels in China, Gran Meliá hotels launched a campaign focused on the "Mantón de Manila", a traditional Spanish shawl with Chinese cultural origins. The campaign leveraged the heritage and craftsmanship of both countries, featuring flamenco performances, Shu embroidery, and high-end experiences at Gran Meliá hotels in China. The integrated marketing effort generated significant media coverage and social media engagement, reinforcing Gran Meliá's position as a purveyor of Spanish luxury in the Chinese market.
本視頻由林博士和馮博士的專案「酒店和旅遊業行銷的傑出案例」製作。特別感謝包豔麗為本視頻提供信息和見解。本案例探討了為慶祝中西建交50周年及旗下酒店在華開業周年，美利亞酒店集團旗下Gran Meliá品牌推出以“Mantón de Manila”為主題的營銷活動。Mantón de Manila是一種源自中國文化的西班牙傳統披肩。該營銷活動充分利用了兩國的傳統和工藝，包括弗拉門戈表演、蜀繡在中國Gran Meliá酒店的高端體驗。整合行銷活動獲得了大量媒體報導和社交媒體參與，鞏固了Gran Meliá这一西班牙奢華品牌在中国市场的地位。
- Subjects:
- Hotel, Travel and Tourism
- Keywords:
- Hotels -- Marketing Hospitality industry -- Marketing Cultural property
- Resource Type:
- Case Study
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Case Study
This video is made by Dr. Pearl Lin and Dr. Clare Fung's project, "Great Case of Marketing in the Hospitality and Tourism Industry." A special thanks to Liu Yanqiu, who provided information and insights for this video. This case discusses how Shangri-La Hotel Group has launched the "K20 Happy Growth Plan" to target the parent-child market and address the challenges of high occupancy rates on weekdays and relatively quiet business on weekends. The plan involves launching various interactive and educational parent-child activities that leverage the hotel's characteristics, such as little chef programs and fire safety workshops. The marketing strategy has successfully increased hotel revenue, venue utilization, and exposure to the parent-child customer segment, but the hotels must continue innovating and promoting the activities to sustain the plan's development in the long run.
本視頻由林博士和馮博士的專案「酒店和旅遊業行銷的傑出案例」製作。特別感謝劉雁秋為本視頻提供信息和見解。本案例討論了香格裡拉酒店集團推出“K20快樂成長計劃”，針對親子市場，應對工作日入住率高、週末營業相對安靜的挑戰。該計劃包括推出各種互動式、教育性的親子活動，充分利用酒店的特色，如小廚師專案、消防安全工作坊等。該行銷策略成功地增加了酒店收入、場地利用率和對親子客戶群的曝光率，但從長遠來看，酒店必須繼續創新和推廣活動，以維持該計劃的發展。
- Subjects:
- Hotel, Travel and Tourism
- Keywords:
- Hotels -- Marketing Target marketing Family vacations Hospitality industry -- Marketing
- Resource Type:
- Case Study
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Case Study
This video is made by Dr. Pearl Lin and Dr. Clare Fung's project, "Great Case of Marketing in the Hospitality and Tourism Industry." A special thanks to Liu Hao, who provided information and insights for this video. This case discusses how the Chinese tea brand Naixue collaborated with musician Jay Chou's Fantasy album to create a successful marketing campaign. Naixue leveraged Chou's massive fanbase by co-branding with the album, allowing them to use Chou's image and music without the high endorsement fees. They created a "Fantasy Music Universe" virtual space where consumers could access digital products and rewards by purchasing co-branded items. This innovative digital and experiential marketing strategy led to record-breaking sales, enhanced Naixue's brand image, and showcased the power of AI and digital technology in modern marketing. However, the case also highlights the need for brands to balance technological innovation with maintaining brand integrity and transparency to sustain long-term consumer trust.
本視頻由林博士和馮博士的專案「酒店和旅遊業行銷的傑出案例」製作。特別感謝劉昊為本視頻提供信息和見解。本案例討論了中國茶飲品牌奈雪如何與音樂家周杰倫的Fantasy專輯合作，打造成功的營銷活動。奈雪利用周杰倫的龐大粉絲群，與周傑倫的專輯進行聯合品牌推廣，使他們能夠使用周杰倫的形象和音樂，而無需支付高昂的代言費。他們創建了一個「范特西音樂宇宙」虛擬空間，消費者可以通過購買聯名商品來獲得數位產品和獎勵。這種創新的數位和體驗式行銷策略帶來了創紀錄的銷售額，提升了奈雪的品牌形象，並展示了人工智慧和數位技術在現代行銷中的力量。然而，該案也凸顯了品牌需要在技術創新與保持品牌完整性和透明度之間取得平衡，以維持長期的消費者信任。
- Subjects:
- Food and Beverage and Hotel, Travel and Tourism
- Keywords:
- Beverages -- Marketing Strategic planning
- Resource Type:
- Case Study
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Case Study
This video is made by Dr. Pearl Lin and Dr. Clare Fung's project, "Great Case of Marketing in the Hospitality and Tourism Industry." A special thanks to He Dan, who provided information and insights for this video. This case discusses the formation of the IHA (International Hotel Alliance) by the Gloria Hotel Group and other hotel chains to expand their global reach and customer base. The alliance aimed to improve service quality, increase brand awareness, and facilitate cross-border hotel reservations and promotional opportunities. The positive trend in outbound tourism, driven by expanded visa-free policies, has further bolstered the IHA's goals of joint branding, channel interconnection, and leveraging the growing Chinese outbound travel market. While the IHA has achieved some initial success, the case highlights ongoing challenges in recruiting more members, ensuring consistent quality across the alliance, and navigating the complexities of cross-border operations and changing travel policies.
本視頻由林博士和馮博士的專案「酒店和旅遊業行銷的傑出案例」製作。特別感謝何丹為本視頻提供信息和見解。本案例討論了凱萊酒店集團和其他連鎖酒店成立IHA（國際酒店聯盟），以擴大其全球影響力和客戶群。該聯盟旨在提高服務品質，提高品牌知名度，並促進跨境酒店預訂和促銷機會。在免簽政策擴大的推動下，出境旅遊呈現出良好的發展趨勢，這進一步促進了IHA的目標，即聯合打造品牌、渠道互聯和充分利用日益增長的中國出境旅遊市場。雖然IHA已經取得了一些初步的成功，但該案例凸顯了在招募更多成員、確保整個聯盟的一致品質以及應對跨境運營的複雜性和不斷變化的旅行政策方面的持續挑戰。
- Subjects:
- Hotel, Travel and Tourism
- Keywords:
- Strategic alliances (Business) Hotels -- Marketing Hospitality industry -- Marketing
- Resource Type:
- Case Study
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Case Study
Park Hyatt Hangzhou organized a special birthday dinner for Sun Yang, a former Olympic gold medalist, to celebrate his 30th birthday. The hotel team showed creativity by using their central kitchen as the venue for the party. The entrance was decorated as a swimming pool track, symbolizing Sun Yang's growth. The kitchen was transformed into a living room with a family-style dining setup to create a warm ambiance. The dinner was prepared by the hotel's chefs at the table, creating a fashionable and fun concept called "chef's table." The birthday cake was personalized with photos from Sun Yang's life. The event increased awareness and trust in the hotel.
- Subjects:
- Food and Beverage, Marketing, and Hotel, Travel and Tourism
- Keywords:
- Hotels -- Marketing Hospitality industry -- Marketing
- Resource Type:
- Case Study
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Case Study
Fliggy's Xiaoshan International Airport flash promotion during the May 1st holiday offers travelers an exciting opportunity to book their flight tickets through the platform. As domestic airports make a rapid recovery after the pandemic, Hangzhou Xiaoshan Airport leads the growth in passenger traffic, with a 345% increase compared to the previous year's Spring Festival Golden Week. To enhance offline marketing efforts, Fliggy introduces a flash coffee shop at the airport, addressing the need for better user engagement in a physical setting. By offering complementary coffee to those purchasing tickets on the platform, Fliggy seamlessly integrates online and offline marketing, creating a memorable experience for travelers. Although there are challenges in customization and resource allocation, the event successfully boosts brand awareness and generates word-of-mouth through scene-based marketing.
- Subjects:
- Marketing and Hotel, Travel and Tourism
- Keywords:
- Airports -- Marketing Hospitality industry -- Marketing
- Resource Type:
- Case Study
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Case Study
The hotel's focus on internal marketing has resulted in an improved customer experience and team satisfaction. By understanding and responding to Ctrip reviews, setting performance targets, and establishing a dedicated service team, the hotel has achieved positive outcomes. The Ctrip rating increased, ADR reached new highs, and the service received recognition from guests. The challenge lies in maintaining the practice of service innovation in the future.
- Subjects:
- Marketing and Hotel, Travel and Tourism
- Keywords:
- Hotels -- Marketing Tourism -- Computer network resources Hospitality industry -- Marketing
- Resource Type:
- Case Study
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Case Study
The Hotel X concert package promotion utilized AI digital salesman live streaming to attract customers and generate sales. The hotel focused on creating unique and attractive packages, leveraging its convenient location near the concert venue. The promotion was carried out on platforms such as Xiyou and Fliggy, utilizing AI digital salespersons for live streaming. The outcome was a sold-out package, increased platform browsing, and significant downloads on Fliggy. The hotel gained opportunities, revenues, and improved brand recognition. The implications include the need to embrace live streaming as an efficient marketing channel and to collaborate with other entities for unique offerings. Emotional connections and an allocation of resources are important considerations in this evolving landscape.
- Subjects:
- Marketing and Hotel, Travel and Tourism
- Keywords:
- Hotels -- Marketing Hospitality industry -- Marketing
- Resource Type:
- Case Study
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Case Study
The promotion of camping products with a focus on socializing and active sharing has proven successful in the camping market. The increasing popularity of camping can be attributed to the impact of the pandemic, upgraded consumer demands, media promotions, and policy support. By providing all-inclusive services, organizing engaging events, and facilitating photo sharing, camping sites have attracted customers and generated positive outcomes. Investments have been recovered, a new model site has been established, and financing has been secured for further expansion. However, the industry faces challenges in maintaining quality across camping sites and establishing industry standards. Continuous efforts are needed to improve the camping business and enhance its reputation.
- Subjects:
- Marketing and Hotel, Travel and Tourism
- Keywords:
- Camping -- Equipment supplies Marketing Hospitality industry -- Marketing
- Resource Type:
- Case Study
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Case Study
Hyatt Regency Xuzhou successfully marketed their Chinese Traditional Style Rooms by tapping into the rising trend of Han culture and the popularity of Hanfu among Generation Z. The hotel launched a promotional package that included a one-night stay in a Han Dynasty-style room, Hanfu experience, and tickets to a local attraction. They implemented a comprehensive digital marketing strategy, leveraging platforms like WeChat, TikTok, and Little Red Book, as well as collaborations with KOLs and KOCs. The promotions gained significant exposure and resulted in increased revenue and new customer acquisition. Ongoing adjustments are necessary to meet customer preferences and maximize the impact of different marketing channels.
- Subjects:
- Marketing and Hotel, Travel and Tourism
- Keywords:
- Hotels -- Marketing Hospitality industry -- Marketing
- Resource Type:
- Case Study