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Target marketing
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Hong Kong Polytechnic University
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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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Others
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.
- Subjects:
- Marketing and Hotel, Travel and Tourism
- Keywords:
- Hotels -- Marketing COVID-19 (Disease) -- Economic aspect Target marketing Hospitality industry -- Marketing
- Resource Type:
- Others
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Others
Hangzhou Fayun Anman, a picturesque resort, successfully utilized immersive and digital marketing strategies to promote its outdoor wedding services. Through a wedding art exhibition, themed "Cloudy Dreamland," the resort created immersive experiences for guests, featuring traditional ceremonies and healing rituals. Promotion through social media platforms garnered significant attention, with likes, shares, and inquiries from interested couples. The exhibition enhanced the resort's brand image and uniqueness. However, the challenge for Hangzhou Fayun Anman lies in maintaining its high-end positioning amidst increasing competition and price wars in the outdoor wedding market. Revenue growth while upholding luxury positioning is a key consideration for the resort's future success.
- Subjects:
- Marketing and Hotel, Travel and Tourism
- Keywords:
- Hotels -- Marketing Special events -- Management Target marketing Weddings 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
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
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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Others
This case discusses how the Taizhou Crowne Plaza Hotel attracted the attention of young families and increased holiday revenue and brand awareness by launching a parent-child experience activity called "Little General Manager." The hotel also provided free afternoon tea for participating children and discounted prices for accompanying parents, providing incentives for future consumption. In the context of declining population mobility and reduced business conference activities, increasing local services and attracting local or nearby city customers is a strategy for increasing hotel revenue.
- Subjects:
- Marketing and Hotel, Travel and Tourism
- Keywords:
- Hospitality industry -- Marketing Hotels -- Marketing Family vacations Target marketing
- Resource Type:
- Others
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Others
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
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Others
The case of Blossom Hill Inn Suzhou Tanhuafu demonstrates the process of using intangible cultural heritage and historical background to attract candidates to stay and prepare for exams and the launch of the "Talent Room" product, which has received a market response.
- Subjects:
- Marketing and Hotel, Travel and Tourism
- Keywords:
- Hospitality industry -- Marketing Hotels -- Marketing Target 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
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Others
The Ritz Carlton case study demonstrates the rich STEAM-themed activities offered through the innovative Riz-Kids program, attracting family guests' attention, enhancing the hotel's brand presence and generating additional revenue.
- Subjects:
- Marketing and Hotel, Travel and Tourism
- Keywords:
- Hospitality industry -- Marketing Hotels -- Marketing Family vacations Target marketing
- Resource Type:
- Others
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Others
The case of Jiulongkou Scenic Spot demonstrates that through the strategy of joint marketing and new media marketing, it successfully attracted the cooperation of Photo Travel Club and Spring Airlines to develop the tour itinerary,gaining immense popularity and sales.
- Subjects:
- Marketing and Hotel, Travel and Tourism
- Keywords:
- Strategic alliances (Business) Hospitality industry -- Marketing Hotels -- Marketing Target marketing
- Resource Type:
- Others
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Others
The case of Hunan E-sports Hotel demonstrates the marketing campaign of a hotel through e-sports activities. It increased the occupancy rate of e-sports-themed rooms and opened awareness.
- Subjects:
- Marketing and Hotel, Travel and Tourism
- Keywords:
- Hospitality industry -- Marketing Hotels -- Marketing Video games -- Economic aspects Target marketing
- Resource Type:
- Others
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Others
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.
- Subjects:
- Marketing and Hotel, Travel and Tourism
- Keywords:
- Hospitality industry -- Marketing COVID-19 (Disease) -- Economic aspect Hotels -- Marketing Target marketing
- Resource Type:
- Others
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Others
The case of Mandarin Oriental Guangzhou demonstrates the integration of the concept of LOHAS (Lifestyles of Health and Sustainability) into the hotel product design, meeting consumer demand for wellness by providing healthy dining and spiritual healing services while highlighting the brand identity of Oriental culture.
- Subjects:
- Marketing and Hotel, Travel and Tourism
- Keywords:
- Hospitality industry -- Marketing Hotels -- Marketing Target marketing
- Resource Type:
- Others
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Others
The Crowne Plaza Chengdu West case demonstrates how a new product was developed through a cross-border and sustainable marketing approach.
- Subjects:
- Marketing and Hotel, Travel and Tourism
- Keywords:
- Strategic alliances (Business) Hospitality industry -- Marketing Hotels -- Marketing Family vacations Target marketing
- Resource Type:
- Others
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Others
The case of The Hilton Shanghai Hongqiao Yuanyi demonstrates the process of attracting high-end consumers and generating significant revenue through precise targeting and developing new products.
- Subjects:
- Marketing and Hotel, Travel and Tourism
- Keywords:
- Postnatal care Hospitality industry -- Marketing Hotels -- Marketing Target marketing
- Resource Type:
- Others
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Others
The case of China Tourism Group's RV travel demonstrates a good marketing performance by connecting the tourism resources of multiple provinces and cities through the live broadcast of social platforms.
- Subjects:
- Marketing and Hotel, Travel and Tourism
- Keywords:
- Hospitality industry -- Marketing Hotels -- Marketing Recreational vehicle camping Target marketing
- Resource Type:
- Others
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Others
This study explained how it combined RV travel and camping, popular overseas, to create a brand that focuses on RVs' unique and personalized experience. It also analyzes how to create a new concept of RV travel and its financial benefits.
- Subjects:
- Hotel, Travel and Tourism
- Keywords:
- Hospitality industry -- Marketing Hotels -- Marketing Recreational vehicle camping Target marketing
- Resource Type:
- Others
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Others
This study discussed a new hotel package, "Study+vocation," a marketing program of Shanghai Pudong Mandarin Oriental Hotel during the CO-VID 19 epidemic. It takes the stress out of families with working parents and provides a comfortable and reliable learning environment.
- Subjects:
- Hotel, Travel and Tourism
- Keywords:
- Hospitality industry -- Marketing Hotels -- Marketing Hotels -- Pet accommodations Family vacations Target marketing
- Resource Type:
- Others