MMG

Hospitality

Checking In to Success with MMG’s Suite Chinese Marketing Solutions

Challenge

Lack of brand recognition and engagement among Chinese tourists.
Reliance on Chinese OTAs for bookings, aiming to increase direct bookings.
Desire to build brand reputation and strengthen brand image in China, becoming the preferred hotel for Chinese tourists visiting Thailand.

Solutions:

Localized Brochure: Translated the hotel’s core information brochure into Chinese, ensuring it aligns with Chinese cultural norms and values, and created culturally relevant content.
Digital Marketing:

1.Social Media: Established a strong presence on Chinese social media platforms such as WeChat, and Xiaohongshu. Engaged potential customers through regular posts, interactive content, and customer reviews.

2.Influencer Partnerships: Collaborated with Key Opinion Leaders (KOLs) and Key Opinion Consumers (KOCs) in China to leverage their influence and reach a wider audience, precisely conveying hotel information and brand tone.

3.Search Engine Marketing: Implemented targeted search term advertising to increase visibility and drive traffic to the hotel’s website.

Promotional Activities: Developed promotional packages tailored to Chinese tourists, highlighting unique experiences and exclusive offers.

Results:

Increased Brand Awareness: Brand mentions and engagement on Chinese social media platforms increased by 200%.
Social Media Growth: Within just three months, the official Xiaohongshu and WeChat accounts experienced substantial growth, with follower numbers increasing by 87% and interactions surpassing 10,000+.
KOL and KOC Collaborations: Partnering with over 50 KOLs and KOCs significantly enhanced the hotel’s visibility and influence. This collaboration drove brand engagement and recognition, resulting in over 200,000 impressions.
Advertising Performance:
The client’s ad campaign achieved an impressive CTR of 7.8% and CPM of 161.5 THB, surpassing industry benchmarks.
Higher Booking Rates:
Targeted marketing activities and promotional offers led to a 30% increase in direct bookings from Chinese tourists within six months.
Enhanced Customer Experience: Positive reviews and feedback from Chinese guests increased, indicating higher customer satisfaction and loyalty.