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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 Du Mu, who provided information and insights for this video. This case discusses how Nanzhao County, a tourist destination in China, responded to the economic impact of the COVID-19 pandemic on the tourism industry. The county government collaborated with local enterprises and tourism organizations to develop a comprehensive marketing strategy. This strategy involved branding the region by combining local culture and natural landscapes, building an ecosystem of cooperation, integrating local specialties with the tourism experience, and leveraging digital marketing and social media. As a result, the county enhanced its brand influence, increased online traffic and bookings, and contributed to the recovery of the local economy through tourism.
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。特別感謝杜牧為本視頻提供信息和見解。本案例討論了中國旅遊目的地南召縣如何應對COVID-19大流行對旅遊業的經濟影響。縣政府與當地企業和旅遊組織合作，制定了全面的營銷戰略。該戰略涉及通過結合當地文化和自然景觀、建立合作生態系統、將當地特色菜與旅遊體驗相結合以及利用數位行銷和社交媒體來打造該地區的品牌。因此，該縣能夠增強其品牌影響力，增加在線流量和預訂量，並通過旅遊業為當地經濟的復甦做出貢獻。
- Subjects:
- Hotel, Travel and Tourism
- Keywords:
- Hotels -- Marketing China -- Henan Sheng Hospitality industry -- Marketing Tourism -- 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 Li Mengran, who provided information and insights for this video. This case discusses the brand co-creation strategy employed by Singaporean singer JJ Lin and his coffee brand Miracle Coffee. To commemorate his 20th anniversary, Lin launched a world concert tour and leveraged the "celebrity effect" to drive sales at Miracle Coffee's flagship stores and pop-up locations, particularly through a successful flashmob event in Hangzhou, China. The partnership between Lin's music brand and Miracle Coffee allowed the coffee brand to expand its user base and increase store revenue while boosting the popularity of the malls where the Miracle Coffee pop-ups were located. However, the case highlights the need for Miracle Coffee to maintain product quality and for JJ Lin to sustain a positive public image to ensure the long-term success of this brand co-creation strategy.
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。特別感謝李夢然為本視頻提供信息和見解。本案例討論了新加坡歌手林俊傑和他的咖啡品牌Miracle Coffee所採用的品牌共創策略。為紀念出道20周年，林俊傑發起了世界巡迴演唱會，並利用「名人效應」推動了Miracle Coffee旗艦店和快閃店的銷售，特別是在中國杭州成功舉辦了快閃活動。林俊傑的音樂品牌與Miracle Coffee之間的合作使該咖啡品牌能夠擴大其使用者群並增加商店收入，同時也提高了Miracle Coffee快閃店所在購物中心的知名度。然而，這起案件凸顯了Miracle Coffee需要保持產品品質，林俊傑需要保持積極的公眾形象，以確保這一品牌共創戰略的長期成功。
- Subjects:
- Hotel, Travel and Tourism
- Keywords:
- Hotels -- Marketing Strategic alliances (Business) Actors in the advertising industry 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 Zhang Kunpeng, who provided information and insights for this video. This case discusses the marketing strategy of the Shanghai Peace Hotel. This historic hotel sought to revitalize its brand by capitalizing on the popularity of a TV series called "Blossoms of Shanghai." The hotel creatively integrated itself into the show through product placements and special themed offerings, tapping into the growing interest of young consumers in built-in advertising in TV dramas. By continuously emphasizing its rich cultural heritage and crafting engaging brand stories, the Peace Hotel significantly boosted its online visibility and guest room sales, underscoring the importance of blending quality products with effective storytelling to revive traditional brands. The case highlights the need for old hotels to find innovative ways to connect with modern audiences and create sustainable value.
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。特別感謝張鯤鵬為本視頻提供信息和見解。本案例討論了上海和平飯店的行銷策略。這家歷史悠久的酒店試圖通過利用一部名為「繁花」的電視連續劇的受歡迎程度來振興其品牌。酒店通過植入式廣告和特別主題產品，創造性地將自己融入節目中，利用了年輕消費者對電視劇內置廣告日益增長的興趣。通過不斷強調其豐富的文化底蘊和製作引人入勝的品牌故事，和平飯店顯著提升了其在線知名度和客房銷售額，凸顯了將優質產品與有效故事相結合以重振傳統品牌的重要性。該案例凸顯了老酒店需要找到創新的方式來與現代受眾建立聯繫並創造可持續的價值。
- Subjects:
- Hotel, Travel and Tourism
- Keywords:
- Hotels -- Marketing Television broadcasting -- Economic aspects Beverages -- 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 Zhang Liang, who provided information and insights for this video. This case discusses a marketing strategy for a hotel lobby coffee bar in China, where the rapid growth of the coffee consumption market presents an opportunity. The key aspects of the plan include: 1) Providing free coffee to hotel guests to enhance their satisfaction and loyalty; 2) Leveraging social media platforms and partnerships with major online ordering platforms like Ele.me and Meituan to increase event exposure and attract more customers; and 3) Using the high-frequency traffic of the online platforms to drive low-frequency hotel bookings and visits to the coffee bar. The outcomes of this approach include improved customer satisfaction and loyalty, increased brand awareness, and successful integration of online and offline marketing tactics to achieve the desired goals.
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。特別感謝張梁為本視頻提供信息和見解。本案例討論了中國一家酒店大堂咖啡吧的行銷策略，中國咖啡消費市場的快速增長為其帶來了機遇。該策略的關鍵方面包括：1）為酒店客人提供免費咖啡，以提高他們的滿意度和忠誠度；2）利用社交媒體平臺以及與餓了麼、美團等主要在線訂購平臺的合作，增加活動曝光率，吸引更多客戶；3）利用在線平臺的高頻流量，推動低頻酒店預訂和咖啡吧訪問。這種方法的結果包括提高客戶滿意度和忠誠度，提高品牌知名度，以及成功整合線上和線下行銷策略以實現預期目標。
- Subjects:
- Food and Beverage and Hotel, Travel and Tourism
- Keywords:
- Hotels -- Marketing Beverages -- 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 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 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