This case highlights a successful marketing strategy employed by a hotel in Hangzhou during the COVID-19 pandemic to attract business travelers. By conducting customer profiling and implementing promotional activities targeting the needs of the financial and consulting industries, the hotel achieved significant growth in room nights and bookings from the Boston Consulting Group. The strategy included offering additional benefits, promoting meeting facilities through the company's intranet, and providing personalized services to project team clients. The outcome was a 7.2-fold increase in production volume compared to the previous year. This case underscores the importance of timely market analysis, customization of promotional plans, and precise targeting to achieve successful marketing outcomes.
The Shanghai Millennium Seagull Hotel case demonstrates the analysis of market demand and the application of SWOT theory and successfully launched the M Chalet product, which meets customers' needs for closeness to nature, privacy, and sanitary conditions while increasing the utilization of the garden and F&B revenue.
The case of Wuhan Wanda Ruihua Hotel demonstrates the launch of a celebrity chef's New Year's Eve dinner take-out service during the epidemic through market segmentation, positioning, and joint marketing strategies to meet the needs of high-end people for gourmet food and holiday celebrations.
The case of Pullman Hotel Zhoushan has demonstrated that the hotel industry should pay attention to policy and market dynamics, adjust product and marketing strategies promptly, and find new target markets.