Background pain points:
• The customer base in the hot spring peak season is scattered, and the occupancy rate is less than 40% during non-holidays;
• Douyin content lacks innovation, lacks material differentiation, has low exposure, and inaccurate crowd positioning.
Solutions:
1. Hot spot marketing: Combined with the winter special planning “Hot Spring Health Festival”, launch the “Hot Spring + Medicinal Diet” joint package;
2. Talent matrix: Invite 50+ tourism vertical talents to create the “48-Hour Healing Journey” short video;
3. Traffic underwriting: The investment focuses on the middle and high-end family customer groups in the Greater Bay Area, and the CPM is reduced by 20%.
Data visualization:
• GMV during the event exceeded 3.5 million yuan, with a write-off rate of 90%;
• Occupancy rate during non-holidays increased to 65%, with short video exposure of more than 50 million;
• The topic #Lingnan Hot Spring Therapy topped the local hot list (with topic popularity trend attached).
Customer testimonial:
“From seasonal fullness to year-round stable passenger flow, Midoduo has made an indelible contribution!” ——Hotel Marketing Operations Director
