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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 Yin Bo, who provided information and insights for this video. This case discusses how a luxury hotel in Changsha, China, collaborated with a popular local milk tea brand, SexyTea, to address the hotel's traditional off-season during the Spring Festival. By offering a unique "Tea+Hotel" package and providing door-to-door delivery of the milk tea, the hotel could significantly boost its room reservation rate, increase brand exposure, and achieve higher customer satisfaction, even during the typically slow season. The successful partnership demonstrated the power of cross-industry alliances and the effectiveness of leveraging a reputable brand in joint marketing efforts, allowing the hotel to maintain service quality while generating good business returns and laying a strong foundation for its continued growth, particularly in the online OTA market.
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。特別感謝尹波為本視頻提供信息和見解。本案例討論了中國長沙的一家豪華酒店如何與當地受歡迎的奶茶品牌茶顏悅色合作，以解決酒店在春節期間的傳統淡季問題。通過提供獨特的“茶+酒店”套餐和奶茶送貨上門服務，酒店能夠顯著提高客房預訂率，增加品牌曝光率，並實現更高的客戶滿意度，即使在通常的淡季也是如此。此次成功的合作展現了跨行業聯盟的力量，以及在聯合行銷中利用知名品牌的有效性，使酒店在保持服務質量的同時，產生了良好的業務回報，為酒店的持續發展，尤其是在在線OTA市場的發展奠定了堅實的基礎。
- Subjects:
- Hotel, Travel and Tourism
- Keywords:
- Hotels -- Marketing Strategic alliances (Business) 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 Song Guilin, who provided information and insights for this video. This case discusses Douyin, a popular short video platform in China that has launched a 3-day, 2-night hotel room booking marketing project as part of its group buying feature. The marketing strategy involves accurately targeting customers, setting up promotional activities, and strengthening user interaction to boost hotel bookings and improve brand awareness. The outcomes of this project have shown significant improvements in sales performance, expansion of user groups, and enhanced brand recognition for the hotels involved. However, the case also highlights the challenges of intensified market competition and the need for hotels to build trust and improve their data analysis capabilities to optimize their marketing strategies.
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。特別感謝宋桂林為本視頻提供信息和見解。本案例討論了中國流行的短視頻平臺抖音，作為其團購功能的一部分，推出了一個3天2晚的酒店房間預訂營銷專案。行銷策略包括準確定位客戶、設置促銷活動和加強用戶互動，以促進酒店預訂並提高品牌知名度。該專案的成果表明，相關酒店的銷售業績、用戶群體擴大和品牌知名度都有顯著提高。然而，該案例也凸顯了市場競爭加劇的挑戰，以及酒店建立信任和提高數據分析能力以優化行銷策略的必要性。
- Subjects:
- Hotel, Travel and Tourism
- Keywords:
- Hotels -- Marketing 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 Tang Ming, who provided information and insights for this video. This case discusses Huanglong Hotel, affiliated with the Hangzhou Grand Canal Business and Travel Group, which has strategically positioned itself as a premier destination for business travelers in Zhejiang Province. As the first international-standard hotel in the region, the Huanglong Hotel has recognized the significant business market and tailored its offerings to cater to the needs of high-end corporate guests. The hotel's marketing strategy focuses on identifying the target business traveler segment, providing personalized services, and leveraging digital platforms to promote specialized business packages, resulting in increased revenue and online visibility. However, the case highlights the ongoing challenge of optimizing the hotel's product offerings to deliver more cost-effective solutions for its business clientele.
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。特別感謝唐銘為本視頻提供信息和見解。本案例討論了隸屬於杭州商旅運河集團的黃龍飯店，戰略性地將自己定位為浙江省商務旅客的首選目的地。作為該地區第一家國際標準的酒店，黃龍飯店認識到了巨大的商業市場，併為其量身定製的產品以滿足高端企業客人的需求。酒店的行銷策略側重於確定目標商務旅客群體，提供個人化服務，並利用數位平臺推廣專業商務套餐，從而增加收入和在線知名度。然而，該案例凸顯了優化酒店產品供應以為其商業客戶提供更具成本效益的解決方案的持續挑戰。
- Subjects:
- Hotel, Travel and Tourism
- Keywords:
- Hotels -- Marketing 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 Tang Tian, who provided information and insights for this video. This case discusses Loong Air's successful marketing strategy of hosting the Hangar Music Festival, which combined aviation elements with music to provide young consumers with a unique and innovative experience. By using the airline's hangar as the venue, leveraging social media marketing, and offering diversified products and services, Loong Air was able to significantly increase its brand awareness, attract a large number of new members, and grow its passenger volume. The success of this event demonstrated Loong Air's capability to innovate its customer experience and effectively reach its target market of young people seeking novel and vibrant experiences.
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。特別感謝唐田為本視頻提供信息和見解。本案例討論了長龍航空成功舉辦機庫音樂節的行銷策略，該策略將航空元素與音樂相結合，為年輕消費者提供獨特而創新的體驗。通過利用該航空公司的機庫作為場地，利用社交媒體行銷，並提供多樣化的產品和服務，長龍航空能夠顯著提高其品牌知名度，吸引大量新會員，並增加其客運量。此次活動的成功舉辦，彰顯了長龍航空創新客戶體驗的能力，並有效觸達尋求新穎和充滿活力體驗的年輕人的目標市場。
- Subjects:
- Event and Convention and Hotel, Travel and Tourism
- Keywords:
- Airlines -- Marketing Music festivals -- 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 Bao Yanli, who provided information and insights for this video. This case discusses that to celebrate the 50th anniversary of China-Spain diplomatic relations and the anniversary of its hotels in China, Gran Meliá hotels launched a campaign focused on the "Mantón de Manila", a traditional Spanish shawl with Chinese cultural origins. The campaign leveraged the heritage and craftsmanship of both countries, featuring flamenco performances, Shu embroidery, and high-end experiences at Gran Meliá hotels in China. The integrated marketing effort generated significant media coverage and social media engagement, reinforcing Gran Meliá's position as a purveyor of Spanish luxury in the Chinese market.
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。特別感謝包豔麗為本視頻提供信息和見解。本案例探討了為慶祝中西建交50周年及旗下酒店在華開業周年，美利亞酒店集團旗下Gran Meliá品牌推出以“Mantón de Manila”為主題的營銷活動。Mantón de Manila是一種源自中國文化的西班牙傳統披肩。該營銷活動充分利用了兩國的傳統和工藝，包括弗拉門戈表演、蜀繡在中國Gran Meliá酒店的高端體驗。整合行銷活動獲得了大量媒體報導和社交媒體參與，鞏固了Gran Meliá这一西班牙奢華品牌在中国市场的地位。
- Subjects:
- Hotel, Travel and Tourism
- Keywords:
- Hotels -- Marketing Cultural property 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
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 He Dan, who provided information and insights for this video. This case discusses the formation of the IHA (International Hotel Alliance) by the Gloria Hotel Group and other hotel chains to expand their global reach and customer base. The alliance aimed to improve service quality, increase brand awareness, and facilitate cross-border hotel reservations and promotional opportunities. The positive trend in outbound tourism, driven by expanded visa-free policies, has further bolstered the IHA's goals of joint branding, channel interconnection, and leveraging the growing Chinese outbound travel market. While the IHA has achieved some initial success, the case highlights ongoing challenges in recruiting more members, ensuring consistent quality across the alliance, and navigating the complexities of cross-border operations and changing travel policies.
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。特別感謝何丹為本視頻提供信息和見解。本案例討論了凱萊酒店集團和其他連鎖酒店成立IHA（國際酒店聯盟），以擴大其全球影響力和客戶群。該聯盟旨在提高服務品質，提高品牌知名度，並促進跨境酒店預訂和促銷機會。在免簽政策擴大的推動下，出境旅遊呈現出良好的發展趨勢，這進一步促進了IHA的目標，即聯合打造品牌、渠道互聯和充分利用日益增長的中國出境旅遊市場。雖然IHA已經取得了一些初步的成功，但該案例凸顯了在招募更多成員、確保整個聯盟的一致品質以及應對跨境運營的複雜性和不斷變化的旅行政策方面的持續挑戰。
- Subjects:
- Hotel, Travel and Tourism
- Keywords:
- Hotels -- Marketing Strategic alliances (Business) 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
Hyatt Group's co-branding marketing strategy aimed to address the challenges faced by the hospitality industry, such as declining passenger flow and decreasing customer loyalty due to the pandemic. The strategy focused on the 4Ps of marketing - product, price, promotion, and place. Highlights included providing skincare products in guestrooms, collaborating with luxury brands in beauty salons, and offering co-branded afternoon tea experiences. The outcomes included improved brand awareness, increased income through co-marketing activities, and capturing the interest of potential customers through the allure of luxury and discounted products. Challenges remain in maintaining competitive prices, sustaining brand partnerships, and ensuring quality for high-end customers.
- Subjects:
- Marketing and Hotel, Travel and Tourism
- Keywords:
- Strategic alliances (Business) Hotels -- Marketing 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