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HTM534 Managing Marketing in the Hospitality and Tourism Industry
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This case study discusses how Fantawild Theme Park utilized the short videos and fan effects of Tik Tok and successfully created a phenomenon-level event by implementing customized marketing, multi-channel entry, and influencer interaction strategies, thereby increasing its market share in the industry.
- Subjects:
- Hotel, Travel and Tourism and Marketing
- Keywords:
- Bring (Marketing) Social media Internet marketing Amusement parks -- 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
With the camping industry in China experiencing steady growth, the Grand Bay Hotel Zhuhai has launched the Starry Sky Tent Festival to cater to the changing preferences of consumers. The festival targets families seeking safe and affordable alternatives to traditional travel. Through targeted marketing and personalized experiences, the hotel promotes family-friendly activities and educational entertainment. Customized packages, including themed tents and personalized workouts, enhance the visitor experience. The festival has successfully attracted families, generating significant revenue and gaining potential customers. However, challenges remain in ensuring safety, creating differentiated products, and keeping up with evolving consumer preferences. Further innovation and investment are required to provide personalized and educational experiences for families, ensuring a competitive edge in the market.
- Subjects:
- Marketing and Hotel, Travel and Tourism
- Keywords:
- Hotels -- Marketing Family vacations Target marketing Hospitality industry -- Marketing
- Resource Type:
- Others
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Others
Green Cloud has developed a full-scenario and full-link digital service solution for the hospitality industry, catering to the increasing adoption of technology in hotels and the desire to provide unique stay-and-play experiences. The marketing strategy includes offering value-added services to customers who purchase PMS or OPERA software, online promotion through platforms like TikTok, and showcasing the practical uses and convenience of digital services in real business scenarios. The outcomes include increased sales of software products, attracting more potential clients, and accumulating positive word-of-mouth for full-scenario services. Challenges include conducting research to solve business pain points, providing accurate solutions, and enhancing communication and feedback to continuously improve customer satisfaction.
- Subjects:
- Marketing and Hotel, Travel and Tourism
- Keywords:
- Tourism -- Computer network resources Hotels -- Marketing Hotel management -- Data processing
- Resource Type:
- Others
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Others
The Hangzhou Cultural and Innovation Bazaar successfully revitalized Hangzhou's cultural tourism industry by integrating Song Dynasty culture with modern trends. Using innovative marketing strategies, such as interactive content, cross-industry collaborations, and immersive experiences, the event attracted both local and foreign tourists. The bazaar's success led to its expansion, with other cities in Zhejiang Province following suit. The integration of traditional cultural elements with contemporary concepts created a unique cultural identity that appealed to young consumers. However, challenges remain in adapting to changing preferences and controlling operating costs while maintaining a differentiated and immersive experience. The Hangzhou Cultural and Innovation Bazaar sets a benchmark for cultural tourism practitioners, emphasizing the importance of continuous learning and exploration to engage modern audiences.
- Subjects:
- Marketing and Hotel, Travel and Tourism
- Keywords:
- China -- Hangzhou Tourism -- Marketing
- Resource Type:
- Others
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Others
This case study discusses how Hilton Hotels Group partnered with Xiamen Marathon by organizing the Hilton Running Team and providing runner packages to offer participants a comprehensive race-related experience, which increased Hilton's guest loyalty and the visibility of its Honors points auction platform.
- Subjects:
- Hotel, Travel and Tourism and Marketing
- Keywords:
- Hospitality industry -- Marketing Hotels -- 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
Yushui Hot Spring Inn, a luxurious hotel, successfully implemented new media marketing and experiential strategies to meet the demands of high-end vacationers. By creating engaging content, such as TikTok videos showcasing their unique swimming pools, and hosting creative activities like Ferrari member salons, the hotel attracted a large number of fans and increased business performance. Their performance data showed significant growth in user numbers and revenue, while brand data demonstrated impressive online engagement and return on investment. The challenges ahead include accurately targeting customers in a declining economy and differentiating the hotel in a competitive landscape.
- Subjects:
- Marketing and Hotel, Travel and Tourism
- Keywords:
- Hotels -- Marketing Hospitality industry -- Marketing
- Resource Type:
- Others
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Others
This case study discusses how the hotel practice internal marketing strategies, which collaborated with Greentown Group to customize exclusive mooncake gift boxes and promote them to related high-end customers of Greentown. It successfully achieved the mooncake sales target and increased the hotel's revenue.
- Subjects:
- Hotel, Travel and Tourism and Marketing
- Keywords:
- Hospitality industry -- Marketing Mid-autumn Festival Festivals -- Marketing
- Resource Type:
- Others
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Others
This case study discusses how Huang Bao Che seized the critical opportunity of outbound tourism by creating innovative videos that established emotional connections with potential customers and ultimately led to order conversions. It highlights the importance of personalized services, creative videos, and emotional links in marketing strategies.
- Subjects:
- Hotel, Travel and Tourism and Marketing
- Keywords:
- Tourism -- Marketing Automobile leasing renting
- Resource Type:
- Others