Online Class Notes (Whitney) [W]

Vocabulary

Influencer: KOL

Peak Season: a busy time cos of festivities etc.
Christmas etc.

• There will be a decrease in business travellers staying at the Shangri La’s during winter. Our challenge is to encourage guests to book Shangri-La’s winter experiential package.

• From the Baidu Index, the users who search Shangri-La Hotel would also consider other five-star hotels, so we selected the Four Seasons, Hilton, and Ritz Carlton as Shangri-La’s competition.

• With the exception of the Four Seasons Hotel, the year-round spending of other competitors has increased compared with last year.

• Ritz-Carlton’s has a lot of media spending on iQiyi’s platform.

• Within 2018, Ritz-Carlton’s has a lot of media spending on iQiyi’s platform.

• Ritz-Carlton invited some fashion influencers, such as “时尚芭莎”“巴黎威威森” to increase hotel publicity on Weibo.

  Ritz-Carlton also invited other well-known influencers to write articles to promote the hotel on WeChat.

• Hilton invited “新浪酒店” to boost their popularity on Weibo.

  Even though the hotel engaged a few minor influencers to write articles for them, it did little to build their brand awareness or advertising promotion. All in all, their social media presence is unsatisfactory.

• Social media helped to spread word of mouth. They also engaged a small group of minor influences to push their online presence.

• Focus on digital marketing, with an emphasis on video platforms with the support of advertising and information feeds.

• Create authentic content that carries genuine messaging that will drive target market’s brand awareness