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Case Study
W Hong Kong, in partnership with SmarTone, offers guests high-speed 5G connectivity and innovative features like a 5G-powered service robot to enhance the guest experience and promote digital engagement. However, challenges include limited guest awareness of 5G benefits, the risk of losing competitive advantage as 5G becomes standard in hotels, and operational vulnerabilities if the network provider experiences service disruptions.
- Subjects:
- Hotel, Travel and Tourism
- Keywords:
- Strategic alliances (Business) Hotels -- Marketing 5G mobile communication systems Robots Industrial
- Resource Type:
- Case Study
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Case Study
Park Hotel Hong Kong, a 4-star hotel in Tsim Sha Tsui, features 334 renovated rooms, a 360° virtual tour, and an AI concierge. Despite digital innovations and active social media marketing, the hotel faces challenges with limited staff engagement and the need to expand its presence on popular Chinese platforms.
- Subjects:
- Hotel, Travel and Tourism
- Keywords:
- Hotels -- Marketing Hospitality industry -- Marketing
- Resource Type:
- Case Study
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Case Study
Panda Hotel introduced long-stay packages and the iPanda loyalty program to attract local guests during the pandemic. However, with similar or lower-priced long-stay options and comparable loyalty benefits offered by nearby hotels, Panda Hotel faces strong competition and must further enhance its value proposition to stand out.
- Subjects:
- Hotel, Travel and Tourism
- Keywords:
- Hotels -- Marketing Customer loyalty Hospitality industry -- Marketing
- Resource Type:
- Case Study
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Case Study
WM Hotel Hong Kong, part of IHG’s new Vignette Collection, targets nature lovers and pet owners with unique offerings like glamping and pet-friendly packages. However, its remote Sai Kung location limits appeal to general leisure travelers, and low brand recognition—compounded by minimal advertising and weak search engine presence—further challenges its ability to compete with established luxury hotels in more central locations.
- Subjects:
- Hotel, Travel and Tourism
- Keywords:
- Hotels -- Pet accommodations Hospitality industry -- Marketing Hotels -- Marketing
- Resource Type:
- Case Study
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Case Study
The Murray Hotel, converted from the historic Murray Building, combines luxury accommodation with preserved architectural and cultural elements. However, its rich heritage is not prominently featured in marketing efforts, causing international guests to overlook its unique history and reducing the potential impact of its distinctive identity on booking decisions.
- Subjects:
- Hotel, Travel and Tourism
- Keywords:
- Hotels -- Marketing Historic buildings -- Conservation restoration Hospitality industry -- Marketing
- Resource Type:
- Case Study
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Case Study
The Hong Kong Ocean Park Marriott Hotel offers themed accommodations, event packages, and seasonal experiences to attract park visitors and families. However, weak integration with Ocean Park and easily imitated offerings lead to branding challenges and competitive disadvantages, especially compared to more immersive, higher-end experiences at nearby resorts like Hong Kong Disneyland.
- Subjects:
- Hotel, Travel and Tourism
- Keywords:
- Hotels -- Marketing Hospitality industry -- Marketing
- Resource Type:
- Case Study
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Case Study
Marriott introduced VR experiences like the #GetTeleported campaign and VRoom Service to enhance guest engagement, but discontinued them after limited use. In contrast, Shangri-La Hotels continues to invest in VR, offering ongoing VR rentals, immersive 360° property videos, and dedicated VR rooms, demonstrating a long-term commitment to virtual reality innovation.
- Subjects:
- Hotel, Travel and Tourism
- Keywords:
- Hospitality industry -- Information technology Virtual reality Hotels -- Marketing Hospitality industry -- Marketing
- Resource Type:
- Case Study
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Case Study
Since the 2012 London Olympics, Holiday Inn London has partnered with Aurasma to offer augmented reality experiences, enabling guests to virtually interact with Olympic athletes through the hotel app. While this AR initiative increased revenue and attracted tech-savvy guests, maintaining long-term interest requires continuous investment in new, engaging AR content.
- Subjects:
- Hotel, Travel and Tourism and Marketing
- Keywords:
- Hotels -- Marketing Augmented reality Strategic alliances (Business)
- Resource Type:
- Case Study
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Case Study
PropertyVIEW is an advanced content monitoring tool for hotels, leveraging AI and machine learning to ensure accurate, consistent listings across digital platforms. It audits amenities, photos, and descriptions, providing detailed accuracy scores and alerts for inconsistencies. However, integration can be complex, and over-reliance on AI may result in occasional undetected errors.
- Subjects:
- Hotel, Travel and Tourism
- Keywords:
- Hotels -- Marketing Hospitality industry -- Marketing Internet advertising
- 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 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