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Lin, Pearl
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Hotels -- Marketing
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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 Hu Dongwen, who provided information and insights for this video. The case discusses the digital marketing strategy employed by the Courtyard by Marriott Hotel in Chongli, China, to target the growing parent-child travel market. The key elements of the strategy include enriching the product line with specialized parent-child offerings, cross-border collaborations to enhance the customer experience, and leveraging digital marketing channels to increase brand awareness and traffic. This multi-pronged approach significantly improved the hotel's popularity, built a strong brand reputation, and led to a substantial customer base and revenue growth.
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。特別感謝胡東文為本視頻提供信息和見解。本案例探討了中國崇禮萬怡酒店為瞄準不斷增長的親子旅遊市場而採用的數字行銷策略。該戰略的關鍵要素包括通過專門的親子產品豐富產品線，跨境合作以增強客戶體驗，以及利用數位行銷管道提高品牌知名度和流量。這種多管齊下的方法顯著提高了酒店的知名度，建立了強大的品牌聲譽，並帶來了可觀的客戶群和酒店收入增長。
- 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 Luo Jiangwei, who provided information and insights for this video. This case discusses a collaboration between Feizhu (Fliggy) and Macau Pass to launch a co-branded card that offers discounts and benefits for Macau travelers. The marketing strategy involves using the co-branded card to create brand awareness around "Visiting Hong Kong and Macau on Fliggy," integrating online and offline experiences and leveraging Fliggy's and Macau's marketing resources and channels. The partnership has already succeeded, with thousands of Macau hotel bookings made through Fliggy using the co-branded card. It has prospects for further expansion of the Macau customer base. However, the case also highlights challenges around coordinating between government, companies, and customers and managing the high costs associated with such collaborative projects.
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。特別感謝羅江威為本視頻提供信息和見解。本案例討論了飛豬與澳門通合作推出聯名卡，為訪澳旅客提供折扣和優惠。行銷策略包括利用聯名卡，圍繞「飛豬遊港澳」打造品牌知名度，整合線上線下體驗，並利用飛豬和澳門的營銷資源和管道。此次合作已經取得了成功，數以千計的澳門酒店通過飛豬使用聯名卡預訂，並有望進一步擴大澳門客戶群。然而，該案例也凸顯了政府、公司和客戶之間協調以及管理與此類合作專案相關的高成本的挑戰。
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Hyatt Regency Xuzhou successfully marketed their Chinese Traditional Style Rooms by tapping into the rising trend of Han culture and the popularity of Hanfu among Generation Z. The hotel launched a promotional package that included a one-night stay in a Han Dynasty-style room, Hanfu experience, and tickets to a local attraction. They implemented a comprehensive digital marketing strategy, leveraging platforms like WeChat, TikTok, and Little Red Book, as well as collaborations with KOLs and KOCs. The promotions gained significant exposure and resulted in increased revenue and new customer acquisition. Ongoing adjustments are necessary to meet customer preferences and maximize the impact of different marketing channels.
- Subjects:
- Marketing and Hotel, Travel and Tourism
- Keywords:
- Hotels -- Marketing Hospitality industry -- Marketing
- Resource Type:
- Others
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Others
The Westin Xiamen Hotel and Sen Ran Camping joined forces to offer a unique health journey that combines the luxury comfort of the hotel with the natural beauty of camping. The co-branded offering provides all-inclusive packages tailored to themes such as parent-child relationships, health, and team building. Guests can enjoy customized experiences, including romantic dates in nature and road trip camping with themed rentals. The collaboration has resulted in comprehensive experiences for families, travelers, and fitness enthusiasts, showcasing the best of Westin's services. Despite positive outcomes, there is a need for refinement in safety measures, food transportation, and catering to specific dietary requests for different age groups.
- Subjects:
- Marketing and Hotel, Travel and Tourism
- Keywords:
- Hotels -- Marketing Hospitality industry -- Marketing
- Resource Type:
- Others
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Others
Diaoyutai MGM Hospitality launched the MGM Lion Club member reward program, a cross-industry collaboration between Diaoyutai State Guesthouse and MGM International Hotel Group. The program aims to provide unique high-end experiences and promote the merging of the two brands. The marketing strategy involved collaborating with large platforms, industry leaders, and business partners to expand reach and increase brand awareness. The outcomes were rapid membership growth, attraction of high-net-worth customers, and elevated brand awareness. Challenges include limited availability of Diaoyutai hotels to attract members and the need to focus on digital development for market expansion and word-of-mouth marketing.
- Subjects:
- Marketing and Hotel, Travel and Tourism
- Keywords:
- Customer loyalty programs Hotels -- Marketing Customer loyalty Hospitality industry -- Marketing
- Resource Type:
- Others
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Others
In response to the increasing demand for natural and interactive outdoor vacation activities, Global Villa Hot Spring Paradise has launched personalized outdoor camping experience packages for families, couples, and groups. The marketing strategy includes providing customized activities for different customer segments, multi-channel promotion through OTA platforms and new media platforms, and collaborations with bloggers and KOLs. The outcomes include diversifying hotel products, improving customer experience, and increasing overall consumption and revenue. However, the hotel must continuously innovate activity content to remain unique and avoid imitation by competitors. Personalized services tailored to each customer segment's needs are also crucial for long-term success.
- Subjects:
- Marketing and Hotel, Travel and Tourism
- Keywords:
- Hotels -- Marketing Hospitality industry -- Marketing
- Resource Type:
- Others
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Others
Hotel Indigo Shanghai Jing'An successfully implemented a co-marketing strategy through its collaboration with FUJIFILM. By creating a FUJIFILM creative center in the lobby, guests were able to experience cameras, printing, and sound photo installations. Themed events and an afternoon tea package further engaged the target market. Media exposure and social media interaction generated increased brand awareness and occupancy rates. While the impacts of the campaign on long-term success are still being determined, the hotel must continue to stay innovative and captivating to attract repeat guests in an ever-changing market. To further increase revenue, Hotel Indigo Shanghai Jing'An should focus on developing strategies that encourage customer loyalty.
- Subjects:
- Marketing and Hotel, Travel and Tourism
- Keywords:
- Strategic alliances (Business) Hotels -- Marketing Hospitality industry -- Marketing
- Resource Type:
- Others
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Others
Sheraton Grand Hangzhou Binjiang Hotel has joined hands with Tesla, the leading global luxury electric car manufacturer, to provide convenient charging stations and personalized experiences for Tesla owners. The aim is to attract more guests and enhance online exposure. With a focus on luxury travel and innovative experiences, the collaboration targets Tesla owners and potential customers. The marketing strategy includes the installation of additional Tesla destination charging stations, complimentary charging for guests, and customized Tesla-themed afternoon tea. Promotion is carried out on Tesla's app, social media platforms, and travel websites. The collaboration has successfully increased brand awareness, generated additional revenue, expanded the customer base, and positioned the hotel as a leader in the luxury travel industry. Upholding the quality and novelty of customized experiences while ensuring the safety of charging stations present ongoing challenges. The hotel must continue to innovate, meet changing consumer preferences, and prioritize the security of its charging infrastructure. Striving to offer personalized and innovative experiences, Sheraton Grand Hangzhou Binjiang Hotel can maintain its competitive advantage.
- Subjects:
- Marketing and Hotel, Travel and Tourism
- Keywords:
- Hotels -- Marketing Target marketing Hospitality industry -- Marketing
- Resource Type:
- Others
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Others
This case demonstrates a business resort hotel's successful use of new media marketing strategies to attract the attention of the Gen Z and increase its market share and brand image.
- Subjects:
- Marketing and Hotel, Travel and Tourism
- Keywords:
- Weddings Hospitality industry -- Marketing Hotels -- Marketing Target marketing Special events -- Management
- Resource Type:
- Others