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Hong Kong Polytechnic University
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Fliggy's Xiaoshan International Airport flash promotion during the May 1st holiday offers travelers an exciting opportunity to book their flight tickets through the platform. As domestic airports make a rapid recovery after the pandemic, Hangzhou Xiaoshan Airport leads the growth in passenger traffic, with a 345% increase compared to the previous year's Spring Festival Golden Week. To enhance offline marketing efforts, Fliggy introduces a flash coffee shop at the airport, addressing the need for better user engagement in a physical setting. By offering complementary coffee to those purchasing tickets on the platform, Fliggy seamlessly integrates online and offline marketing, creating a memorable experience for travelers. Although there are challenges in customization and resource allocation, the event successfully boosts brand awareness and generates word-of-mouth through scene-based marketing.
- Subjects:
- Marketing and Hotel, Travel and Tourism
- Keywords:
- Airports -- Marketing Hospitality industry -- Marketing
- Resource Type:
- Others
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Others
The "Chuangshi Kaiwan" AR experience at MOXY, a Marriott brand, targeted the Z generation with a content-driven marketing strategy. By leveraging augmented reality technology, guests could participate in interactive games and tasks throughout the hotel, immersing themselves in the facilities and atmosphere. This strategy aimed to deepen brand understanding and recognition while boosting brand awareness and performance. The marketing plan successfully attracted young locals and enhanced the overall guest experience. Additionally, the initiative expanded the likelihood of repeat stays across different cities. However, future marketing efforts should maintain a strong focus on the target audience's preferences to achieve optimal results.
- Subjects:
- Marketing and Hotel, Travel and Tourism
- Keywords:
- Hotels -- Marketing Hospitality industry -- Marketing
- Resource Type:
- Others
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Others
Park Hyatt Hangzhou organized a special birthday dinner for Sun Yang, a former Olympic gold medalist, to celebrate his 30th birthday. The hotel team showed creativity by using their central kitchen as the venue for the party. The entrance was decorated as a swimming pool track, symbolizing Sun Yang's growth. The kitchen was transformed into a living room with a family-style dining setup to create a warm ambiance. The dinner was prepared by the hotel's chefs at the table, creating a fashionable and fun concept called "chef's table." The birthday cake was personalized with photos from Sun Yang's life. The event increased awareness and trust in the hotel.
- Subjects:
- Hotel, Travel and Tourism, Marketing, and Food and Beverage
- Keywords:
- Hospitality industry -- Marketing Hotels -- Marketing
- Resource Type:
- Others
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MOOC
The self-paced online course is for students to self-study, practise and improve the academic English that they need for their university studies. Topics include appropriate academic style, correct referencing conventions, writing university levels essays and reports, delivering academic presentations and participating in discussions. Created by the English Language Centre of The Hong Kong Polytechnic University.
- Keywords:
- Academic writing English language -- Study teaching
- Resource Type:
- MOOC
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Others
Hyatt Group's co-branding marketing strategy aimed to address the challenges faced by the hospitality industry, such as declining passenger flow and decreasing customer loyalty due to the pandemic. The strategy focused on the 4Ps of marketing - product, price, promotion, and place. Highlights included providing skincare products in guestrooms, collaborating with luxury brands in beauty salons, and offering co-branded afternoon tea experiences. The outcomes included improved brand awareness, increased income through co-marketing activities, and capturing the interest of potential customers through the allure of luxury and discounted products. Challenges remain in maintaining competitive prices, sustaining brand partnerships, and ensuring quality for high-end customers.
- Subjects:
- Marketing and Hotel, Travel and Tourism
- Keywords:
- Strategic alliances (Business) Hotels -- Marketing Hospitality industry -- Marketing
- Resource Type:
- Others
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Others
The Banyan Tree Wellness Journey, launched by Banyan Tree Resort in China, offers a personalized and unique experience to promote wellness and a healthy lifestyle. The program incorporates local culture and characteristics, targeting specific market segments. Guests are provided with the Banyan Tree Wellness Passport, featuring various wellness activities, with rewards upon completion. The program has boosted revenue from wellness packages, elevated the hotel's average room rate through wellness room offerings, and created awareness about wellness practices. Challenges include engaging a wider range of guests in the program and ensuring the safety and satisfaction of diverse preferences. Banyan Tree must continue to innovate and introduce new wellness experiences to maintain its competitive edge.
- Subjects:
- Marketing and Hotel, Travel and Tourism
- Keywords:
- Hotels -- Marketing Medical tourism Hospitality industry -- Marketing
- Resource Type:
- Others
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Others
This CEO Report is about tapping into the psychological thought-processes of how great problem-solvers see, interpret and makes sense of being stuck with complexity and what they do (or fail to do) to progress. To uncover these underlying thinking patterns we administered a rigorous and systematic interview approach from clinical psychology called, Repertory Grid Technique (RGT). Our sample consists of fifty (50) seasoned CEOs /Executives spanning a wide range of industry sectors. Seven (7) inherent latent themes emerged from our analysis as to what are the core drivers (habits of mind) that help executives open up the alternatives whenever they find themselves stuck with complexity.
- Subjects:
- Management
- Keywords:
- Chief executive officers -- Psychology Problem solving
- Resource Type:
- Others
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Others
The Children's Dream Show promotion by Kempinski Hotel Suzhou focused on the parent-child market's potential and the growing interest in children's education. The event, held for four consecutive years, aimed to provide children with a fun and educational experience. Activities included children experiencing hotel professions and exploring facilities, catering, and services. The hotel collaborated with a high-end Children's Photo Gallery to expand promotion channels. The outcomes included improved brand awareness and increased income through co-marketing of parent-child products and customized projects for parents. The use of digital marketing, specifically through WeChat, was a successful strategy at the time, despite limited tools available compared to present times.
- Subjects:
- Marketing and Hotel, Travel and Tourism
- Keywords:
- Hotels -- Marketing Family vacations Target marketing Hospitality industry -- Marketing
- Resource Type:
- Others
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MOOC
Owing to its rapid development in recent years, China has been in the spotlight of the international arena. While understanding modern China's economy, technology and politics is important, knowing its cultural roots and evolution is no less crucial for seeing the full picture of Chinese culture. This course introduces 5 interesting aspects of Chinese culture in transformation.
Key questions of the course:
(1) What are the Four Great Classical Chinese Novels? What are the stories about? Why are they so famous and influential in Chinese literature?
(2) What is special about the art of Chinese operas? What are the symbolic meanings behind the face make-up, gestures and costumes? How do the operas serve as a medium for transmitting knowledge in Chinese culture?
(3) Why did the private Confucian academies thrive in the Song dynasty? Why was the famous Donglin Academy suppressed by the state in the Ming dynasty? How were the private academies engaged in the state educational reforms in the late Qing dynasty?
(4) How did New Confucianism emerge as a movement in the 20th century? What were the aspirations of the New Confucians? How did they address modern challenges to the development of Chinese science, democracy and cosmology? Did they succeed in modernizing Confucianism?
(5) What were the traditional expectations of gender roles in China? How was gender politics heightened in the labour force in early New China? What light does the film Li Shuangshuang shed on the gender awareness of Chinese socialism?
- Subjects:
- Chinese Studies
- Keywords:
- China Manners customs Civilization Philosophy Chinese Chinese drama Politics culture Chinese fiction Confucianism
- Resource Type:
- MOOC
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Video
This self-learning video, Creating Full Colour Stickers with Vinyl Cutter, is a beginner guide for students who want to make colour printed stickers with the Vinyl Cutter in Digital Makerspace. You will learn about:
- How a vinyl cutter helps you to produce stickers
- The steps to use Adobe Illustrator to create stickers from sample graphics and images provided
- The Vinyl Cutting Service at the PolyU Library's i-Space
- Keywords:
- Stickers Adobe Illustrator (Computer file) Hbooks manuals Cutting machines
- Resource Type:
- Video
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