SALES & MARKETING
STAY CONN
INTERNATIONAL BRANDS IN CHINA COPED WITH THE DOWNTURN BY RAISING THEIR SOCIAL MEDIA PROFILE .
International hotel brands ’ digital marketing in China since the end of January provides valuable lessons in effective crisis communications and how to cultivate brand loyalty and develop new revenue sources during an epidemic . With COVID-19 now spreading globally , understanding these successful strategies from China can help the hospitality industry around the world , according to Sienna Parulis-Cook , associate director of communications in the London offices of Dragon Trail Interactive , a digital marketing agency that focuses on outbound tourism from China .
The analysis and insights offered below are based on Dragon Trail ’ s weekly rankings for international tourism brands on leading Chinese social media channels WeChat and Weibo .
HANDLE CANCELLATION POLICIES Initial crisis-related content on WeChat and Weibo from hotels focused on cancellation policies . Hilton , Shangri-La Hotels and Resorts , and Hyatt Hotels Corp ., among others , all offered free cancellations or changes for reservations within China and overseas bookings made by guests who would be traveling from
China . Reader comments were grateful and positive . Updates to cancellation policies have been ongoing ever since .
SUPPORT MEDICAL WORKERS Hotel brands quickly joined in the fight against the novel coronavirus in China , and communicated this on social media . Hilton , Wyndham Hotels & Resorts , Marriott International and Shangri-la all posted about charitable actions , including hosting front-line medical staff at their Hubei properties and delivering food to hospital staff across the country .
DEMONSTRATE GOOD HYGIENE Consumers are extremely concerned about hygiene , and international hotel chains reassured visitors with extensive information on their procedures .
Shangri-la published a detailed WeChat post showing rigorous cleaning procedures at reception , lobby areas , staff transportation vehicles , guest rooms , elevators , laundry and air vents . A WeChat post by Hyatt stressed the hygiene of their restaurants and food preparation , with photos to illustrate hygiene certification , training , cleaning and monitoring procedures around the country .
SALVAGE REVENUE THROUGH F & B , LAUNDRY Facing major declines in room stays and patronage of F & B venues , hotels are turning to new areas to help prevent a total collapse in revenue . The first is one of the few areas of the Chinese economy that ’ s actually thrived throughout the coronavirus crisis : food delivery .
Shangri-la , IHG and Hilton all have used social media to promote food delivery across the country . Posts include information on hygiene throughout the preparation and delivery process , how to order , participating hotels and restaurants , and promoted dishes .
What ’ s interesting about these WeChat posts is their high view rate . With 24,100 views , Shangri-la ’ s article got 31.3 % more views than its top WeChat article published in the entirety of 2019 . IHG ’ s food delivery post reading rate was 13.3 % higher than anything the hotel group published last year . Hilton ’ s post got nearly three times its 2019 average views per WeChat article . While food delivery has increased in China , and online screen time is up , too , it ’ s also likely that hotels are advertising on WeChat to reach a larger audience .
50 hotelsmag . com May 2020