Harnessing data is critical. Shangri-La London already has a user-friendly mobile booking page and it should continue to improve its UX by redesigning its mobile landing page, adding links to its social media profiles and adding other commonly useful information such as car reservations and parking service.
Are all of the hotels onboard with this? It is invaluable community that validates opinions, validates initiatives, and gives us deeper insight into what motivates our customer segments. With its established reputation as a traditional hotel brand focused on luxury and upscale experience, Shangri-La London can adopt these following marketing strategies to remain competitive in an increasingly digital and customer-driven market: The Shard is designed by renown architect Renzo Piano.
See full article The Skift Daily newsletter puts you ahead of everyone about the future of travel. Shangri-La Shangri la hotel strategy getting a jumpstart on that today. What application of VR-enhanced hotel sales are you most excited about?
We were impressed with the level of reality and quality of the visual imagery in the Samsung Gear headsets. I think the first opportunity for any hospitality or travel brand is to break down the silos of data that exists around your organization and bring those together so that you get a holistic view of your customers.
This is a giant leap forward beyond anything that anyone has done around the space in the past. Then we mapped out the decision-making process, identifying potentially either value that we could deliver, or barriers or hurdles to making that decision that we could remove with content.
We pose questions to them about our loyalty program, about what content they engage with, questions relating to the overall guest experience. We started in the Maldives with a very clear understanding as to who were the customers there, the trip personas, that ultimately we were trying to appeal to.
You mentioned that each hotel will have a 2-minute, degree overview video. They can actually showcase the videos through these headsets for almost all of the properties for Shangri-La worldwide. We integrated these videos into a rich media campaign that drove hundreds of thousands of dollars of business.
That allows us to build a broader picture of our target audience. There is clear evidence that rich media advertising is something that consumers engage with. Shangri-La is investing significantly in technology and the future of travel content, which is why we are embracing virtual reality on this scale.
Facilities such as tea kettles are also guest-friendly for Asian travelers. Increase Sales through Room Inventory Management Hotel rooms are perishable inventory, which means that unsold rooms expire and lose potential value when booking dates pass.
So that inspired us to reemphasize our campaigns and shift from being potentially too highly focused on corporate, to focus on customers like the Chinese domestic leisure travelers.
Heavy in print and heavy on TV, the work sits in stark contrast to the thinking that dominates the hotel brand in As the content builds, the sales teams can give VR headsets to wholesalers, travel agents, meeting planners, and other customers to virtually explore the different areas of the properties.
Really the greatest challenge is there is almost too much choice for travel brands today. We did an analysis on our existing customer base, and there were a couple of interesting insights from that.
Despite building its internal digital teams, Taylor insists there is a critical need for agencies, particularly when sifting through large amounts of data. What has been some feedback so far from clients? I think the potential for cross-selling across Shangri-La is enormous, so we have 17 global sales offices, and they have multiple headsets.Shangri-La Hotels CMO on Secrets to Developing a Virtual Reality Strategy.
Greg Oates, Skift We also participated in a virtual site inspection of Shangri-La Hotel Kowloon’s main ballroom in. Case 24Shangri-La Hotels 1. The key element of strategy implemented by Shangri-La Hotel in gaining competitive advantage over its rivals is by offering services that are superior value worth paying more for.5/5(1).
Transcript of Shangri-La Hotel's. Shangri-La Hotels Five Generic Competitive Strategies Introduction Our key outcomes of this presentation are to: Identify the key elements of Shangri-la's strategy and apply a generic competitive strategy which relates to the company's activities.
For Shangri-La London to stay strategically competitive in the luxury hotel market, it has to target global customers, especially Chinese and business visitors. 3. Implement a New Digital Strategy. A Shangri-la hotels and Resorts is founded in which is the first deluxe hotel in Singapore by the Malaysian-Chinese tycoon Robert Kuok.
The name was inspired by British author James Hilton’s novel “Lost Horizon”. The meaning of Shangri-la is ethnic youth, peace and tranquility.
Shangri La Hotels and Resorts as a brand is evaluated in terms of its swot analysis, competition, segment, target group, positioning. Its tagline/slogan and unique selling proposition are also covered.Download