Checking In to Success with MMG’s Suite Chinese Marketing Solutions
Challenge
Limited online visibility and brand awareness among the Chinese-speaking audience.
High dependency on OTAs, with the desire to increase direct bookings, not from the hotel.
Targeting a diverse audience from the Chinese-speaking market.
Solutions:
To overcome limited online visibility, the hotel translated and optimized its website in Chinese and listed on major Chinese OTAs like Ctrip. Simultaneously, a WeChat official account engaged the Chinese-speaking audience directly.
Empowering direct bookings:
The hotel reduced reliance on OTAs by offering a user-friendly Chinese website for direct bookings. The WeChat official account facilitated direct communication, reservations, and real-time assistance.
Enhancing user experience:
Implementation of a WeChat-based customer service system ensured prompt responses, creating a seamless user experience. Regular updates on the WeChat Official Account maintained engagement with local insights and promotions.
Results:
Occupancy Triumph:Consistently achieving full occupancy, with high demand reflected in the Chinese-translated pages experiencing a remarkable 200% surge in views, showcasing heightened online interest.
Booking Success:An impressive 20% increase in conversion rates through the Chinese website resulted in a 15% revenue boost, indicating a reduced dependence on third-party OTAs even during peak seasons.
Engagement Metrics:The WeChat Official Account attracted over 1,000 followers in three months, maintaining a robust 30% interaction rate, underlining sustained user engagement, even during periods of high hotel occupancy.
Customer Loyalty and Brand Image:
Secured a noteworthy 25% increase in repeat bookings, a remarkable feat considering the consistently high demand. Additionally, the accumulation of over 300 positive reviews significantly enhanced the brand image.
Impactful WeChat offers:
Exclusive promotions on WeChat experienced a 30% rise in redemptions, contributing to a substantial 35% increase in user retention among the Chinese-speaking audience, further solidifying the hotel’s appeal even during peak times.
