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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 Zhang Jun, who provided information and insights for this video. This case discusses the importance of managing customer expectations and experiences in the hotel industry, particularly during the COVID-19 pandemic. It highlights business travelers' increased demand for disinfection and epidemic prevention measures and how a hotel's ability to exceed these expectations can lead to customer loyalty and repeat stays. The case provides a personal account of a customer's experience with a hotel that promptly and efficiently provided additional disinfectant wipes, exceeding the customer's expectations. The case also underscores the need for continuous innovation, the importance of empowering frontline staff to meet customer needs, and the significance of improving the overall customer consumption habits and the hotel's soft environment.
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。特別感謝張軍為本視頻提供信息和見解。本案例討論了管理酒店業客戶期望和體驗的重要性，尤其是在COVID-19大流行期間。它強調了商務旅客對消毒和防疫措施的需求增加，以及酒店超越這些期望的能力如何導致客戶忠誠度和重複住宿。該案例提供了客戶在酒店體驗的個人帳戶，該酒店及時有效地提供了額外的消毒濕巾，超出了客戶的期望。該案例也凸顯了持續創新的必要性，授權一線員工滿足客戶需求的重要性，以及改善客戶整體消費習慣和酒店軟環境的重要性。
- Subjects:
- Hotel, Travel and Tourism
- Keywords:
- Hotels -- Marketing Hospitality industry -- Customer services Hospitality industry -- Marketing Customer relations -- Management
- Resource Type:
- Others
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Others
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 Yin Bo, who provided information and insights for this video. This case discusses how a luxury hotel in Changsha, China, collaborated with a popular local milk tea brand, SexyTea, to address the hotel's traditional off-season during the Spring Festival. By offering a unique "Tea+Hotel" package and providing door-to-door delivery of the milk tea, the hotel could significantly boost its room reservation rate, increase brand exposure, and achieve higher customer satisfaction, even during the typically slow season. The successful partnership demonstrated the power of cross-industry alliances and the effectiveness of leveraging a reputable brand in joint marketing efforts, allowing the hotel to maintain service quality while generating good business returns and laying a strong foundation for its continued growth, particularly in the online OTA 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。特別感謝尹波為本視頻提供信息和見解。本案例討論了中國長沙的一家豪華酒店如何與當地受歡迎的奶茶品牌茶顏悅色合作，以解決酒店在春節期間的傳統淡季問題。通過提供獨特的“茶+酒店”套餐和奶茶送貨上門服務，酒店能夠顯著提高客房預訂率，增加品牌曝光率，並實現更高的客戶滿意度，即使在通常的淡季也是如此。此次成功的合作展現了跨行業聯盟的力量，以及在聯合行銷中利用知名品牌的有效性，使酒店在保持服務質量的同時，產生了良好的業務回報，為酒店的持續發展，尤其是在在線OTA市場的發展奠定了堅實的基礎。
- Subjects:
- Hotel, Travel and Tourism
- Keywords:
- Hotels -- Marketing Strategic alliances (Business) Hospitality industry -- Marketing
- Resource Type:
- Others
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Others
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 Song Guilin, who provided information and insights for this video. This case discusses Douyin, a popular short video platform in China that has launched a 3-day, 2-night hotel room booking marketing project as part of its group buying feature. The marketing strategy involves accurately targeting customers, setting up promotional activities, and strengthening user interaction to boost hotel bookings and improve brand awareness. The outcomes of this project have shown significant improvements in sales performance, expansion of user groups, and enhanced brand recognition for the hotels involved. However, the case also highlights the challenges of intensified market competition and the need for hotels to build trust and improve their data analysis capabilities to optimize their marketing strategies.
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。特別感謝宋桂林為本視頻提供信息和見解。本案例討論了中國流行的短視頻平臺抖音，作為其團購功能的一部分，推出了一個3天2晚的酒店房間預訂營銷專案。行銷策略包括準確定位客戶、設置促銷活動和加強用戶互動，以促進酒店預訂並提高品牌知名度。該專案的成果表明，相關酒店的銷售業績、用戶群體擴大和品牌知名度都有顯著提高。然而，該案例也凸顯了市場競爭加劇的挑戰，以及酒店建立信任和提高數據分析能力以優化行銷策略的必要性。
- Subjects:
- Hotel, Travel and Tourism
- Keywords:
- Hotels -- Marketing Hospitality industry -- Marketing
- Resource Type:
- Others
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Others
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 Tang Ming, who provided information and insights for this video. This case discusses Huanglong Hotel, affiliated with the Hangzhou Grand Canal Business and Travel Group, which has strategically positioned itself as a premier destination for business travelers in Zhejiang Province. As the first international-standard hotel in the region, the Huanglong Hotel has recognized the significant business market and tailored its offerings to cater to the needs of high-end corporate guests. The hotel's marketing strategy focuses on identifying the target business traveler segment, providing personalized services, and leveraging digital platforms to promote specialized business packages, resulting in increased revenue and online visibility. However, the case highlights the ongoing challenge of optimizing the hotel's product offerings to deliver more cost-effective solutions for its business clientele.
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。特別感謝唐銘為本視頻提供信息和見解。本案例討論了隸屬於杭州商旅運河集團的黃龍飯店，戰略性地將自己定位為浙江省商務旅客的首選目的地。作為該地區第一家國際標準的酒店，黃龍飯店認識到了巨大的商業市場，併為其量身定製的產品以滿足高端企業客人的需求。酒店的行銷策略側重於確定目標商務旅客群體，提供個人化服務，並利用數位平臺推廣專業商務套餐，從而增加收入和在線知名度。然而，該案例凸顯了優化酒店產品供應以為其商業客戶提供更具成本效益的解決方案的持續挑戰。
- Subjects:
- Hotel, Travel and Tourism
- Keywords:
- Hotels -- Marketing Hospitality industry -- Marketing
- Resource Type:
- Others
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Others
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 Tang Tian, who provided information and insights for this video. This case discusses Loong Air's successful marketing strategy of hosting the Hangar Music Festival, which combined aviation elements with music to provide young consumers with a unique and innovative experience. By using the airline's hangar as the venue, leveraging social media marketing, and offering diversified products and services, Loong Air was able to significantly increase its brand awareness, attract a large number of new members, and grow its passenger volume. The success of this event demonstrated Loong Air's capability to innovate its customer experience and effectively reach its target market of young people seeking novel and vibrant experiences.
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。特別感謝唐田為本視頻提供信息和見解。本案例討論了長龍航空成功舉辦機庫音樂節的行銷策略，該策略將航空元素與音樂相結合，為年輕消費者提供獨特而創新的體驗。通過利用該航空公司的機庫作為場地，利用社交媒體行銷，並提供多樣化的產品和服務，長龍航空能夠顯著提高其品牌知名度，吸引大量新會員，並增加其客運量。此次活動的成功舉辦，彰顯了長龍航空創新客戶體驗的能力，並有效觸達尋求新穎和充滿活力體驗的年輕人的目標市場。
- Subjects:
- Event and Convention and Hotel, Travel and Tourism
- Keywords:
- Airlines -- Marketing Music festivals -- Marketing
- Resource Type:
- Others
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Others
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 Tang Xiaodan, who provided information and insights for this video. This case discusses a 2017 crowdfunding project for a glamping (glamorous camping) experience in Murren. The project aimed to build a community of like-minded individuals who wanted to escape the city and experience rural life. The marketing strategy involved emotional appeals, social media, and partner selection to attract investors and create a sense of shared values and resources. The crowdfunding was successful, establishing a unique homestay and camping brand with a strong community culture.
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。特別感謝唐曉丹為本視頻提供信息和見解。本案例討論了 2017 年在瑞士穆倫進行的豪華露營（迷人露營）體驗的眾籌專案。該專案旨在建立一個由志同道合的人組成的社區，他們想要逃離城市，體驗鄉村生活。行銷策略涉及使用情感訴求、社交媒體和合作夥伴選擇來吸引投資者並營造共享價值和資源的意識。眾籌成功，建立了一個具有濃厚社區文化的獨特寄宿家庭和露營品牌。
- Subjects:
- Hotel, Travel and Tourism
- Keywords:
- Camp sites facilities etc. Crowd funding Hospitality industry -- Marketing
- Resource Type:
- Others
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Others
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 Cultural property Hospitality industry -- Marketing
- Resource Type:
- Others
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Others
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:
- Others
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Others
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:
- Strategic planning Beverages -- Marketing
- Resource Type:
- Others
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Others
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:
- Hotels -- Marketing Strategic alliances (Business) Hospitality industry -- Marketing
- Resource Type:
- Others