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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 Xiaotian, who provided information and insights for this video. This case discusses a marketing strategy that leverages popular online trends and public relations tactics to promote a hotel brand and a major e-commerce platform. The key elements include: 1) Tapping into the widespread popularity of "domineering CEO" and "noble butler" themes in Chinese internet culture and staging a "handsome housekeeper" event to attract attention; 2) Carefully controlling the risks and social perceptions around the event, ensuring it is positioned as a one-time promotional activity rather than a regular hotel service; and 3) Filming the event across different hotel venues to showcase the Sofitel Hangzhou Yingguan property and generate significant exposure on social media platforms. The outcomes indicate significant reach and engagement but highlight the potential risks of such an approach, underscoring the importance of meticulous planning and monitoring to avoid unintended negative consequences.
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。特別感謝劉嘯天為本視頻提供信息和見解。本案例討論了一種利用流行的在線趨勢和公共關係策略來推廣酒店品牌和主要電子商務平台的行銷策略。關鍵要素包括：1）利用「霸道總裁」和「貴族管家」主題在中國網路文化中的廣泛流行，舉辦「帥氣管家」活動吸引眼球；2）謹慎控制活動周圍的風險和社會認知，確保將其明確定位為一次性促銷活動，而不是常規的酒店服務；3）在不同的酒店場所拍攝活動，以展示杭州英冠索菲特酒店，並在社交媒體平台上產生大量曝光。這些結果表明了巨大的影響力和參與度，但也突出了這種方法的潛在風險，強調了細緻的規劃和監測以避免意外的負面後果的重要性。
- Subjects:
- Hotel, Travel and Tourism
- Keywords:
- Internet marketing Hotels -- Marketing Social media 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 Huang Wenjie, who provided information and insights for this video. This case discusses the strategic brand positioning and marketing initiatives undertaken by Shunde Huaguiyuan Hotel Co., Ltd. to promote the Cantonese cuisine and food culture of Shunde, a well-known culinary destination in China. The hotel launched a high-end Cantonese restaurant called "Finding Shunde's Food," which employed a multifaceted marketing approach, including a digital strategy with online menus and social media engagement, community involvement and tourism partnerships, enhanced customer experience and service quality, as well as offline publicity and event-based promotions. The results were positive, with the restaurant's initial solid performance and positive customer feedback. However, the case also highlights the hotel's ongoing challenges in navigating a highly competitive catering market, managing costs, and adapting to rapidly changing consumer demands and market trends.
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。特別感謝黃文傑為本視頻提供信息和見解。本案例討論了順德區華桂園酒店有限公司為推廣中國知名美食目的地順德的粵菜和飲食文化而採取的戰略性品牌定位和營銷舉措。酒店推出了一家名為「尋味順德」的高端粵菜餐廳，採用多方面的行銷方法，包括通過在線菜單和社交媒體參與、社區參與和旅遊合作的數位化策略，提升客戶體驗和服務品質，以及線下宣傳和活動式促銷。結果是積極的，餐廳的初期表現強勁，客戶反饋積極，儘管該案例也凸顯了酒店在駕馭競爭激烈的餐飲市場、管理成本以及適應快速變化的消費者需求和市場趨勢方面面臨的持續挑戰。
- Subjects:
- Food and Beverage and Hotel, Travel and Tourism
- Keywords:
- Caterers catering Hotels -- Marketing 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 Feng Jingjing who provided information and insights for this video. This case discusses the marketing strategy employed by Crowne Plaza Hefei facing increased competition and declining corporate budgets for end-of-year annual meetings. The hotel developed a unique "Masquerade Party" themed event, which included customized elements like formal attire, photo opportunities, and themed package options. By providing an immersive and interactive experience, the hotel generated substantial interest and bookings from companies looking to host their annual meetings. The success of this themed event highlights the value of understanding customer needs, creating a distinctive experience, and leveraging special occasions to drive hotel bookings and revenue during challenging economic times.
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。特別感謝鳳晶晶為本視頻提供信息和見解。本案例討論了合肥皇冠假日酒店在年終年會面臨競爭加劇和公司預算下降的情況下採用的行銷策略。酒店開發了獨特的“化裝舞會”主題活動，其中包括正裝、拍照機會和主題套餐選項等定製元素。通過提供身臨其境的互動體驗，該酒店能夠引起希望舉辦年會的公司的巨大興趣和預訂。這一主題活動的成功凸顯了了解客戶需求、創造獨特體驗以及利用特殊場合在充滿挑戰的經濟時期推動酒店預訂和收入的價值。
- Subjects:
- Event and Convention and Hotel, Travel and Tourism
- Keywords:
- Hotels -- Marketing Weddings Target marketing Special events -- Management 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 Wei Fuchun, who provided information and insights for this video. This case discusses how Hilton Zhuji Hotel fully integrated the local cultural elements of Xishi and pearls into its design, services, and marketing strategy. By creating a unique cultural atmosphere and providing immersive pearl-related experiences for guests, the hotel successfully established a distinctive brand image that showcased the rich history and craftsmanship of the Zhuji region. This innovative approach to cultural marketing enhanced customer satisfaction and loyalty. It contributed to the inheritance and promotion of the local Zhuji culture, serving as an excellent example of how hotels can leverage their geographic and cultural context to differentiate their offerings.
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。特別感謝魏福春為本視頻提供信息和見解。本案例探討了諸暨希爾頓酒店如何將西施和珍珠的當地文化元素充分融入其設計、服務和行銷策略中。酒店通過營造獨特的文化氛圍，為賓客提供身臨其境的珍珠相關體驗，成功樹立了鮮明的品牌形象，展現了諸暨地區豐富的歷史和工藝。這種創新的文化行銷方法提高了客戶滿意度和忠誠度。它為諸暨當地文化的傳承和推廣做出了貢獻，是酒店如何利用其地理和文化背景來區分其產品的一個很好的例子。
- Subjects:
- Hotel, Travel and Tourism
- Keywords:
- Hotels -- Marketing 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 Cai Qiyao, who provided information and insights for this video. This case discusses that InterContinental Xiamen has created the "Whale Fantasy World" Metaverse family vacation experience, which combines immersive MR technology, interactive devices, and upgraded art and visual displays to provide a unique and engaging parent-child travel experience. The hotel has used a comprehensive digital marketing strategy, including online promotion, offline activities, and strategic partnerships, to attract family tourists and enhance customer satisfaction and loyalty. Despite the high investment and potential competition in the market, the hotel is confident in maintaining its innovation and standing out in the fierce competition by continuously optimizing its product experience and service quality.
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。特別感謝蔡琪瑶為本視頻提供信息和見解。本案例探討廈門洲際酒店打造了「鯨魚奇幻世界」元宇宙家庭度假體驗，結合沉浸式MR技術、互動設備、升級的藝術和視覺展示，提供獨特而引人入勝的親子旅行體驗。酒店採用全面的數字行銷策略，包括線上推廣、線下活動、戰略合作等，吸引家庭遊客，提高客戶滿意度和忠誠度。儘管市場投資高昂，競爭激烈，但酒店有信心保持創新，通過不斷優化產品體驗和服務品質在激烈的競爭中脫穎而出。
- 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 Miao Jian, who provided information and insights for this video. This case discusses the event marketing strategy of MGM China, a joint venture between Diaoyutai State Guesthouse and MGM of the United States. MGM China positions its hotels as gathering centers for regional and global events, leveraging its unique facilities and global sales team to attract large-scale entertainment, luxury, and art events. This strategy has helped MGM hotels in Shanghai, such as MGM Shanghai West Bund and Bellagio by MGM Shanghai, achieve high occupancy rates and average room rates during event periods, cementing their position as the preferred venues for such events. However, the case also highlights the challenge of catering to different customer segments with varying preferences within the same period, which can impact the long-term stability of the label hotel products.
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。特別感謝苗健為本視頻提供信息和見解。本案例探討了釣魚臺國賓館與美國美高梅合資的美高梅中國的活動行銷策略。美高梅中國將其酒店定位為區域和全球活動的聚集中心，利用其獨特的設施和全球銷售團隊來吸引大型娛樂、奢侈品和藝術活動。這一策略説明上海美高梅酒店，如上海西岸美高梅酒店和上海美高梅百樂宮酒店，在活動期間實現了高入住率和平均房價，鞏固了其作為此類活動首選場所的地位。然而，該案例也凸顯了在同一時期內迎合不同偏好的客戶群的挑戰，這可能會影響標籤酒店產品的長期穩定性。
- Subjects:
- Hotel, Travel and Tourism
- Keywords:
- Hotels -- Marketing Strategic planning 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 Hu Dongwen, who provided information and insights for this video. The case discusses the digital marketing strategy employed by the Courtyard by Marriott Hotel in Chongli, China, to target the growing parent-child travel market. The key elements of the strategy include enriching the product line with specialized parent-child offerings, cross-border collaborations to enhance the customer experience, and leveraging digital marketing channels to increase brand awareness and traffic. This multi-pronged approach significantly improved the hotel's popularity, built a strong brand reputation, and led to a substantial customer base and revenue growth.
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。特別感謝胡東文為本視頻提供信息和見解。本案例探討了中國崇禮萬怡酒店為瞄準不斷增長的親子旅遊市場而採用的數字行銷策略。該戰略的關鍵要素包括通過專門的親子產品豐富產品線，跨境合作以增強客戶體驗，以及利用數位行銷管道提高品牌知名度和流量。這種多管齊下的方法顯著提高了酒店的知名度，建立了強大的品牌聲譽，並帶來了可觀的客戶群和酒店收入增長。
- 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 Luo Jiangwei, who provided information and insights for this video. This case discusses a collaboration between Feizhu (Fliggy) and Macau Pass to launch a co-branded card that offers discounts and benefits for Macau travelers. The marketing strategy involves using the co-branded card to create brand awareness around "Visiting Hong Kong and Macau on Fliggy," integrating online and offline experiences and leveraging Fliggy's and Macau's marketing resources and channels. The partnership has already succeeded, with thousands of Macau hotel bookings made through Fliggy using the co-branded card. It has prospects for further expansion of the Macau customer base. However, the case also highlights challenges around coordinating between government, companies, and customers and managing the high costs associated with such collaborative projects.
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。特別感謝羅江威為本視頻提供信息和見解。本案例討論了飛豬與澳門通合作推出聯名卡，為訪澳旅客提供折扣和優惠。行銷策略包括利用聯名卡，圍繞「飛豬遊港澳」打造品牌知名度，整合線上線下體驗，並利用飛豬和澳門的營銷資源和管道。此次合作已經取得了成功，數以千計的澳門酒店通過飛豬使用聯名卡預訂，並有望進一步擴大澳門客戶群。然而，該案例也凸顯了政府、公司和客戶之間協調以及管理與此類合作專案相關的高成本的挑戰。
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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 Wang Jiaquan, who provided information and insights for this video. This case discusses the innovative marketing strategies employed by Feiniaoji B&B, a Chinese hospitality brand, focusing on emotional storytelling and new media platforms. The key elements of Feiniaoji's marketing approach include the creation of captivating "mini-movie" advertisements that evoke emotional resonance, the incorporation of literary and artistic styles to appeal to young, lifestyle-oriented consumers, the utilization of interactive short-form video content on platforms like TikTok, and the highlighting of the brand's local cultural heritage and unique service offerings. Through these multifaceted strategies, B&B aimed to differentiate itself in a highly competitive industry, enhance brand loyalty, and address common pain points hospitality providers face. The case emphasizes the importance of content innovation and strategic partnerships in driving successful new media marketing campaigns.
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。特別感謝王加權為本視頻提供信息和見解。本案例討論了中國酒店品牌飛鳥集民宿採用的創新行銷策略，重點關注情感敘事和新媒體平臺的運用。飛鳥集行銷方式的關鍵要素包括製作引人入勝的「微電影」廣告，喚起情感共鳴，融入文學和藝術風格以吸引年輕、以生活方式為導向的消費者，在抖音等平臺上利用互動短視頻內容，以及突出品牌的本土文化底蘊和獨特的服務產品。通過多方面的策略，B&B旨在從競爭激烈的行業中脫穎而出，提高品牌忠誠度，並解決酒店供應商面臨的共同痛點。該案例強調了內容創新和戰略合作夥伴關係在推動新媒體營銷活動成功方面的重要性。
- Subjects:
- Hotel, Travel and Tourism
- Keywords:
- Internet marketing Hotels -- Marketing Lodging-houses Bed breakfast accommodations
- 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 Pan Hongling, who provided information and insights for this video. This case discusses the marketing strategies employed by the Altay region in Xinjiang, China, to position itself as a premier skiing destination. The key strategies include: 1) Creating a popular "check-in spot" for skiing experiences by leveraging the region's natural scenery and working with social media influencers, 2) Introducing the Altay Ski Card, which offers unlimited skiing access to drive repeat visits and increase tourist spending on accommodations, dining, and equipment rentals. These strategies have successfully increased tourist traffic, length of stays, and overall revenues for the local tourism industry. However, the case also highlights the need to address challenges around managing the influx of tourists, maintaining service quality, and ensuring sustainable development of the region's natural resources.
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。特別感謝潘虹伶為本視頻提供信息和見解。本案例討論了中國新疆阿勒泰地區為將自己定位為首屈一指的滑雪目的地而採用的行銷策略。主要策略包括：1）通過利用該地區的自然風光並與社交媒體影響者合作，為滑雪體驗創造一個受歡迎的“打卡點”，2）推出阿勒泰滑雪卡，提供無限制的滑雪通道，以推動重複訪問並增加遊客在住宿、餐飲和設備租賃方面的支出。這些策略成功地增加了當地旅遊業的客流量、逗留時間和整體收入。然而，該案例也凸顯了應對遊客湧入、維持服務品質和確保該地區自然資源可持續發展等挑戰的必要性。
- Subjects:
- Hotel, Travel and Tourism
- Keywords:
- Hotels -- Marketing Skis skiing Hospitality industry -- Marketing Mountain tourism
- Resource Type:
- Case Study