Let’s begin —The Digital Marke4ng Strategy For Anantara
Contents Osens Insight Big Ideas 01 02 03 Digital Creativities
OSens Insight PART 1
Key findings: ·∙Digital marke-ng is essen-al to Hotels ·∙Guest experience, including one’s own and others’, is 1st influen-al factor in hotel selec-on ·∙Be@er reputa-on generate be@er revenues
·∙Digital marke4ng is essen4al to Hotels ·∙Tradi-onal drivers of hotel business is no longer reliable ·∙Digital marke-ng adap-on is the key to the challenge ·∙Digital marke-ng is a mainstream method for corpora-ons in leisure industry
Tradi4onal drivers of hotel business is no longer reliable In the current economic climate, the hotel industry cannot rely on tradi-onal drivers of business growth, and raising prices may mean travellers just book elsewhere. ·∙There are so many hotels, resorts, and spas in China, even though in the high-‐end segment, compe--on becomes very fierce. ·∙Online penetra-on rate has been growing drama-cally in the past few years and will go on. 221.57 309.27 432.63 542.09 654.49 772.05 913.44 7.5% 9.2% 10.8% 12.0% 12.9% 13.9% 14.7% 0.0% 2.0% 4.0% 6.0% 8.0% 10.0% 12.0% 14.0% 16.0% 0 100 200 300 400 500 600 700 800 900 1000 2013 2014 2015e 2016e 2017e 2018e 2019e online penetra4on rate has been growing drama4cally online GMV(billions) online penetra-on rate Source: iResearch
Digital marke4ng adap4on is the key to the challenge ·∙Brands, hotel owners and operators that are able to capitalise on social media, mobile, analy-cs and cloud (SMAC) – and put customer experience at the heart of everything they do – can gain significant compe--ve advantage in the longer run. ·∙Around 24 million people in the UK (1/3 of the popula-on) check into Social plaborm(in China, it is like the same) every day and 82% of them do so on mobiles or tablets. And 63% of genera-on X travellers and a third of baby boomers share a daily status update while on holiday. ·∙Those consumers – through interac-ng with the brands, pos-ng images, checking in and recommending to their friends – can become powerful ambassadors for the hotel they visit, even if they do not themselves become loyal to that brand or loca-on. Each instance in which your customer interacts with your brand on their social network is another opportunity for you to win new customers, and to increase loyalty and ul-mately share of wallet from your current customers. Source: h@p://www.pwc.co.uk/industries/hospitality-‐leisure/insights/the-‐social-‐media-‐opportunity-‐for-‐hotels.html
Digital marke4ng is a mainstream method for corpora4ons in leisure industry Source：IAB／PWC According to data provided by IAB and PWC, leisure industry is the 5th largest category by digital ad spending, just lags retail, financial services, auto, telecom industries, that means, digital marke-ng has become a mainstream method f...
