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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 Cai Qiyao, who provided information and insights for this video. This case discusses that InterContinental Xiamen has created the "Whale Fantasy World" Metaverse family vacation experience, which combines immersive MR technology, interactive devices, and upgraded art and visual displays to provide a unique and engaging parent-child travel experience. The hotel has used a comprehensive digital marketing strategy, including online promotion, offline activities, and strategic partnerships, to attract family tourists and enhance customer satisfaction and loyalty. Despite the high investment and potential competition in the market, the hotel is confident in maintaining its innovation and standing out in the fierce competition by continuously optimizing its product experience and service quality.
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。特別感謝蔡琪瑶為本視頻提供信息和見解。本案例探討廈門洲際酒店打造了「鯨魚奇幻世界」元宇宙家庭度假體驗，結合沉浸式MR技術、互動設備、升級的藝術和視覺展示，提供獨特而引人入勝的親子旅行體驗。酒店採用全面的數字行銷策略，包括線上推廣、線下活動、戰略合作等，吸引家庭遊客，提高客戶滿意度和忠誠度。儘管市場投資高昂，競爭激烈，但酒店有信心保持創新，通過不斷優化產品體驗和服務品質在激烈的競爭中脫穎而出。
- 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 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 Liu Yanqiu, who provided information and insights for this video. This case discusses how Shangri-La Hotel Group has launched the "K20 Happy Growth Plan" to target the parent-child market and address the challenges of high occupancy rates on weekdays and relatively quiet business on weekends. The plan involves launching various interactive and educational parent-child activities that leverage the hotel's characteristics, such as little chef programs and fire safety workshops. The marketing strategy has successfully increased hotel revenue, venue utilization, and exposure to the parent-child customer segment, but the hotels must continue innovating and promoting the activities to sustain the plan's development in the long run.
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。特別感謝劉雁秋為本視頻提供信息和見解。本案例討論了香格裡拉酒店集團推出“K20快樂成長計劃”，針對親子市場，應對工作日入住率高、週末營業相對安靜的挑戰。該計劃包括推出各種互動式、教育性的親子活動，充分利用酒店的特色，如小廚師專案、消防安全工作坊等。該行銷策略成功地增加了酒店收入、場地利用率和對親子客戶群的曝光率，但從長遠來看，酒店必須繼續創新和推廣活動，以維持該計劃的發展。
- Subjects:
- Hotel, Travel and Tourism
- Keywords:
- Hotels -- Marketing Target marketing Family vacations Hospitality industry -- Marketing
- 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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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
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
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 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
This study discussed Marriott BONVOY Wedding marketing progress and explained how to raise potential clients' enthusiasm on Chinese Valentine's Day. By providing one-stop wedding services, Marriott successfully inspires customers to influence, recommend and develop other users around them, thus better breaking through the market barriers.
- Subjects:
- Hotel, Travel and Tourism
- Keywords:
- Weddings Hospitality industry -- Marketing Special events -- Management Target marketing Hotels -- Marketing
- Resource Type:
- Others