From Flow To Content, The Inspiration Of New Hotel Marketing Model

An epidemic changes a lot.

Tourism industry suddenly found that in the era of digital economy, young customers seem to burst out of a strong purchasing power, they are keen to spend on emerging channels. Following the trend, tourism entrepreneurs including Liang Jianzhang, chairman of the board of directors of Ctrip, began to test the water and live broadcasting, and achieved good results in terms of flow and sales volume.

It can be seen that live delivery better caters to a new situation of the current marketing development. It can attract new consumers and make old members active.

At the 21st century accommodation Summit Forum (2020) hosted by the 21st century economic report, Xu Bingyu, vice president and co chief financial officer of Fosun tourism culture group, Tang Lan, senior vice president of Ctrip group, Chen Zhuo, deputy general manager of Dongfang fan Hotel Management (Beijing) Co., Ltd., Wang Peng, person in charge of xiaohongshu enterprise, and Xia Tianhong, a well-known travel KOL, made new hotel marketing models It is discussed.

Round table dialogue of the 21st century accommodation Summit Forum (2020): from flow to content, the inspiration of new hotel marketing model. Information map

Value of traffic and content

After the epidemic, many tourists who have suffered a lot have opened another door. As Tang Lan, senior vice president of Ctrip group, described the origin of Ctrip boss live broadcasting. At first, it was only an accidental opportunity to do a live broadcast with simple equipment. When the number of users flocking into the live broadcasting room increased, and finally sold more than 3000 hotel sets within an hour, and the income was 10 million yuan, Liang Jianzhang was alert to feel that this was a new business opportunity.

Since then, Ctrip's boss live broadcasting room has been unable to collect. So far, it has carried out more than 30 live broadcasts, and the cumulative sales have reached more than 2 billion yuan. "Although the revenue of more than 2 billion Gmv is not enough compared with that of the whole Ctrip, it is of great symbolic significance. It has sounded the clarion call for the revival of the whole tourism industry." Tang Lan said that Ctrip has continuously upgraded its live broadcasting products and gradually made a brand. Now, live broadcasting has become an important flow entrance for Ctrip.

The demonstration effect of Liang Jianzhang makes the whole tourism industry reexamine the value of flow and content. The first live broadcast of Ctrip boss was held in the underwater suite of Atlantis Sanya under Fosun lvwen, and Atlantis was the first to benefit from the epidemic.

"Opportunities and challenges coexist. We actively use all kinds of channels for self-help and take advantage of the epidemic situation for development." According to Xu Bingyu, vice president and co chief financial officer of Fosun tourism culture group, through a series of live broadcast and various social media activities, the performance of Atlantis Sanya did not decline in the second half of the year, on the contrary, the third quarter grew by 30% over the same period last year, and the growth rate in the fourth quarter was higher. "Through this process, we not only trained our internal skills, but also attracted new customers." Xu Bingyu said that Clubmed has also actively used a series of internal and external resources for expansion. In addition to live broadcasting, it also has its own go resources, gaining a large number of old and new customers.

"Flow and content are the relationship between fish and water. Good traffic but no content is a waste. If you have good content and good traffic, you can develop more widely. " Tang Lan said that Ctrip found the value of content through live broadcasting, hoping that more efforts should be made to improve the content, so as to break through the barriers of traffic, make the best use of the flow and spread the content.

Wang Peng, the person in charge of xiaohongshu enterprise, pointed out that good traffic and content can help hotels to attract customers with low cost, while it is not contradictory to let hotels produce content that conforms to the community tonality of xiaohongshu. All the content published by users, the content of PGC produced by Koc and KOL, and the content released by hotels and other enterprises can be organically combined to be understood, transformed and grassed by users. He said that the flow of small red books has a very obvious long tail characteristics.

He shared two cases to show that the traffic of little red books has obvious long tail characteristics. In addition, xiaohongshu has accumulated some good experience in the live broadcast process, such as fully mobilizing the talent in the station when capturing traffic. In addition, the enterprise tool will have some flexible ways to capture traffic, so that every PV, UV can become a potential, transformable user. After all, small red book users have a strong action - planting grass. Grass will be pulled after planting, and the process of weeding is the process of consumption. Xiaohongshu has made a lot of tools to let users better transform the action of weeding, which also caters to the changing and catering to the increasingly expensive traffic trend, so as to reduce the increasingly high marketing cost of owners and hotel operators.

Private domain traffic

Among the data of consumption driven by live broadcasting, there is a group of data that attract the most attention. Ctrip disclosed that nearly 150 million viewers have been watching "the boss Liang Jianzhang" in the live room in the past half of the year. Among them, more than 65% of Ctrip users have registered for more than five years, and the transaction volume generated exceeds 800 million yuan. The contribution of loyal users to the performance proves the effectiveness of private domain traffic in promoting the sustainable growth of enterprises.

Chen Zhuo, deputy general manager of Dongfang fan Hotel Management (Beijing) Co., Ltd., has a lot of experience in managing private traffic. Chen Zhuo disclosed that since 2017, the company has made use of wechat tools to promote and Book products and conduct community operation. In the private domain traffic management, coupled with a good sense of experience, "now in the overall proportion of booking channels, direct booking channels will always be more than 60%".

More and more hotels are trying to increase the role of private traffic. Club Med and Thoma cook, two companies under Fosun travel culture, recently jointly made a small program, "we want to build a platform for high-frequency communication with customers." Xu Bingyu explained that he hoped to touch and stimulate Club Med's customer activity through high-frequency communication and exchange with customers. At the same time, Club Med's own resources are used to help Thoma cook get more global customers.

Xu Bingyu further explained that club med In 70 resorts around the world, each resort has a lot of go to play with consumers. Many of them are versatile or beautiful men and women, and they have the potential characteristics of online popularity. Therefore, Fosun travel culture systematically publishes we media to encourage these online red go to enter various social media to attract fans, and then feed the fans back to Thoma Cook platform, "this is also feeding back to our platform by taking advantage of some differences between the content side and the product side." Xu Bingyu said that Fosun has always regarded the transformation of content and the creation of tourism IP as its core sustainable development force.

Ctrip's cultivation of private traffic is more than a form of live broadcasting. At the 2020 global partner summit of Ctrip group held a few days ago, Ctrip announced that it would abandon the strategy and graphic community in the past and realize the overall content upgrading. Tang Lan also explained at the meeting that Ctrip's community products represented by travel photography will expand more content product types and less social functions, introduce 70% KOL, and cultivate talents who can play. At the same time, platform partners are encouraged to put high-quality pictures and videos into Ctrip communities and products; in addition, Ctrip will also launch some IP cooperation with merchants; live broadcasting will also move towards the era of 2.0 and upgrade to Ctrip live channel, and open the three-dimensional matrix of official live broadcast, KOL live broadcast and merchant live broadcast.

Nowadays, more and more OTA pages are more and more like little red books. Not only Ctrip, hornet's nest, and Tongcheng are all moving closer to little red books. Indeed, platforms like xiaohongshu have influenced more and more consumers' choices through high-quality content.

Xia Xia Hong takes her sister, a housewife, as an example. One day, her sister suddenly said that she wanted to stay in W hotel. Although she did not know about the hotel, she was repeatedly planted grass in the process of constantly brushing small red books, thus generating consumption power. Therefore, Xia Tianhong thinks that the multi-frequency dissemination of product content brings traffic attention, but whether there is a good experience is to keep the traffic into private traffic. "Everyone can be red in the Internet era. Who can go further? The content is the most long-term thing we can see." Xia Tianhong said.