/PRZWT/SHANGHAI, July 11, 2024 - With the continuous innovation of consumption concepts and travel methods, young consumers' expectations for hotels have gone beyond a single accommodation demand and turned to a comprehensive pursuit of quality, emotion and experience. At the same time, due to the increasing supply of mid- to high-end hotels in the market, consumers have more consumption choices. In the era of "wine fragrance is also afraid of deep alleys", how to stand out among many hotels and become the first choice in consumers' hearts? Brand marketing has become the key answer.
Brand marketing is not only the main way to improve branding impression, but also an effective means to increase ROI. Successful brand marketing can not only attract a wider group of potential customers, improve occupancy rates, but also enhance guests' identity and loyalty to the hotel brand, and improve repurchase rates. At the same time, relying on precise marketing activities, it can also attract guests to make more non-room consumption and empower stores to diversify revenue.
I. Diversified marketing layout
Fully empowered performance
As a beacon brand in the mid-to-high-end hotel industry, Hilton Hampton has always kept abreast of the changing needs of young consumers, continuously innovated marketing strategies, created a diversified marketing mix and consumer experience, broadened the brand premium space, and empowered the hotel to present its outstanding performance.
Linkage with super brands, breaking the circle to drive the brand's popularity continues to rise. Relying on a diverse range of brand cross-border joint actions, Hilton Huanpeng jumped out of the single scene of traditional hotels and upgraded to a super happy day on June 16. Together with many well-known brands, it provides guests with a full chain of welfare experiences covering food, accommodation, travel, entertainment and shopping. It launched user-exclusive milk tea discounts with Bawang Chaji, partnered with Autonavi to issue coupon packages for travel, jointly customized lottery benefits with China Southern Airlines, and partnered with Jinjiang Hui to launch a popular concert ticket lottery. For business travelers and parent-child families who pay attention to health and nutrition, Hilton Huanpeng partnered with the well-known brand Jiuyang Soybean Milk to create a variety of grain hot drinks and health soy milk, which won praise from many guests.
At the same time, based on the deeper emotional value needs of young consumers, Hilton Huanpeng ingeniously integrates creativity and experience, joins hands with the well-known brand Senbao building block to create a brand customized building block, and launches a giant building block joint exhibition, "Le Pin Happy" themed room and parent-child shop exploration activities, which satisfies the interests and hobbies of the younger generation of consumers taking pictures clock in, attracting potential young customer groups and parent-child families to stay in the "Le Pin Happy" themed room. During the joint marketing period with Senbao building block, the hotel occupancy rate increased significantly, bringing over 200,000 revenue to hotel room reservations.
On the day of "5.20", Hilton Hampton and Pizza Hut joined hands to launch "Pizza Hut Happy Meal for Two" and conduct a Hilton Hampton Hotel room lottery to achieve emotional resonance with young customers through ceremonial gameplay. This joint name also brought over 100,000 room reservation revenue for the hotel, achieving both volume and sales. With a series of strong cross-border joint activities, Hilton Hampton broke the barriers of the circle, gave full play to the brand's high premium ability, accelerated the consumption decision of potential customers, and brought solid ROI to investors.
Node topics build momentum, topic benefits strengthen brand awareness continues to improve. Hilton Huanpeng accurately insights into the emotional tendencies and consumption trends of young consumers, combines current hot social topics and trends, and conducts brand promotion through graphics, videos and other forms at key time nodes such as the Spring Festival, 618, and Children's Day. Focusing on the brand tone of "happiness", the brand value proposition of "happiness is simple from now on" is injected into the consumer's check-in experience, which not only brings more beautiful brand memory points to consumers, but also enhances the emotional connection between the brand and consumers, and further consolidates the brand's influence in the target market. During the 618 period, Hilton Huanpeng combined with the topic trendiness of Super Happy Day to launch related room products on the Douyin platform, GMV super 50 million, and the whole network social platform to harvest over 10 million levels of exposure.
Multi-channel empowers marketing, traffic conversion broadens hotel revenue sources. Hilton Huanpeng integrates multiple traffic positions, such as official websites, WeChat, Weibo, Douyin, Xiaohongshu, etc., to achieve instant interaction with consumers, which not only brings rich traffic to the hotel, but also effectively broadens the customer acquisition channels and empowers the hotel to improve its business performance. Based on the attributes and product highlights of the Douyin platform, Hilton has set a precedent for mid-to-high-end hotel tracks, taking the lead in launching national breakfast exchange products in Douyin, and effectively expanding the online popularity of breakfast products through online omni-channel promotion and offline welfare clock in. Finally, through the Douyin platform, brand traffic is converted into product sales. Hotel breakfast Douyin exchange products have been launched for only one week, and online sales have exceeded 140,000 + copies. Up to now, exposure has exceeded 10 million, GMV has exceeded 12 million, empowering more than 100 Hilton hotels across the country to achieve non-room revenue growth and hotel publicity exposure.
Deepening advantages
Multi-dimensional marketing helps win-win results
With its keen market insight and forward-looking brand strategy, Hilton Hampton has rapidly adapted and continuously innovated in its marketing model. With a series of marketing strategies and products that are close to the target customer group, the brand's "happy journey" label has been continuously deepened, successfully attracting the attention and favor of a large number of young users, and driving the brand's word-of-mouth effect.
In terms of marketing methods, Hilton Huanpeng focuses on the upstream and downstream experience of hotel accommodation, through the strong alliance with well-known brands to break the circle of marketing, through high-quality content in multi-channel omni-directional link to the target audience, effectively stimulate consumer interaction enthusiasm, and invisibly deepen the emotional connection between the brand and consumers, thereby enhancing brand influence, helping the hotel gain revenue, and achieving the goal of product-efficiency integration.
At the operational level, Hilton Hampton has established an efficient marketing system, relying on refined market analysis, accurately grasping market dynamics and consumer behavior preferences, and integrating multi-channel resources to effectively convert traffic into actual sales, effectively quantifying marketing results, and helping to enhance brand value. In the field of digital marketing, Hilton Hampton also worked with Tencent to create the industry's first digital marketing plan based on WeChat ecology, and implemented it to all Hilton Hampton hotels in China. Since its launch, it has accumulated more than 2 million users. At different festival marketing nodes, Hilton Hampton orchestrated a series of welfare activities to give back to guests, enhance the positive interaction between the brand and guests, further consolidate the brand perception of great affinity, and build a firm foundation for the continuous high-quality development of each Hampton hotel.
conclusion
In the future, Hilton Hampton will continue to innovate its brand marketing strategy, with the hotel as the core, to export more happy expressions of the Hampton brand, build a deeper emotional connection with guests, promote the improvement of occupancy rate, further enhance brand competitiveness, and bring new economic growth points to the brand to maximize investment returns.
