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Results for: Affiliation Hong Kong Polytechnic University Remove constraint Affiliation: Hong Kong Polytechnic University Keywords Target marketing Remove constraint Keywords: Target marketing Used in HTM534 Managing Marketing in the Hospitality and Tourism Industry Remove constraint Used in: HTM534 Managing Marketing in the Hospitality and Tourism Industry Tags sim IP Remove constraint Tags sim: IP

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    Shangri-La Qiantan Shanghai | GreatCase100

    Shangri-La Qiantan Shanghai | GreatCase100

    Facing the impact of COVID-19, the hospitality industry has witnessed a shift in customer demographics towards family customers, specifically those with children. Shangri-La Qiantan Shanghai aims to stand out from the competition by offering a unique and memorable experience that caters to this new customer base. Through customer segmentation and product differentiation, the hotel has partnered with popular IPs, such as Sesame Street, to provide a range of child-friendly activities and themed rooms. With a customer-centric approach and visual impact, the hotel successfully attracts family customers, resulting in higher occupancy rates and positive reviews. However, the hotel must continue to innovate and adapt to changing trends to maintain its competitive advantage and address the initial investment challenges associated with creating child-friendly amenities.

    Subjects:
    Marketing and Hotel, Travel and Tourism
    Keywords:
    Hotels -- Marketing Family vacations Target marketing Hospitality industry -- Marketing
    Resource Type:
    Others
     
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    The Beaver Playground- InterContinental One Thousand Island Lake Resort | GreatCase100

    The Beaver Playground- InterContinental One Thousand Island Lake Resort | GreatCase100

    This case discusses how the InterContinental One Thousand Island Lake Resort transformed unused office space into a children's playground using the popular IP character "Ali," attracting attention from families and self-driving tourists within the province and generating over 5 million in revenue, surpassing the same period last year by 30%. This successful promotion has effectively enhanced the hotel's brand image and income.

    Subjects:
    Hotel, Travel and Tourism and Marketing
    Keywords:
    Hospitality industry -- Marketing Target marketing Family vacations Hotels -- Marketing
    Resource Type:
    Others