ASIAKOL x HUALIEN DONGXU RESORT HOTEL
THE REVIVAL OF ANTIQUE HOTEL AND ITS COMMUNITY REPUTATION
The tourism industry has been seriously affected by the COVID-19 epidemic in the past two years. The number of domestic and foreign tourists has plummeted, along with the operation crisis of tourism companies. As a result, many grand hotels have no choice but to change owners. However, some decide to transform their original operation model. Hualien Dongxu Resort Hotel was initially Hualien Astar Hotel. The hotel has a new team joined them for new trial operation model, who actively seek exposure for the hotel. In this case study, AsiaKOL helped Hualien Dongxu Resort Hotel in launching the KOL Community Marketing Campaign, by inviting travel and lifestyle KOLs, as well as live streamers to stay in the hotel and share their accommodation experiences through photos and livestreaming. Through the immersive experiences of the KOLs and streamers, followers were aroused to leave messages and express their interest, adding a lot of exposure to the hotel.
1. The Revival Of An Antique Hotel - Hualien Dongxu Resort Hotel Actively Seeking Exposure And Reputation Enhancement
Hualien Dongxu Resort Hotel was formerly Hualien Astar Hotel, which had been operating for 50 years. Despite the reputation as Hualien’s antique hotel, it was decided to restart the journey under the name “Hualien Dongxu Resort Hotel”. After changing its name, the hotel faced a new challenge of regaining its reputation. Places check-in on Instagram and comments on Google have become two of the most important factors in deciding if potential consumers choose the hotel or not. Due to the lack of Instagram check-in, and its relatively low rating on Google, combined with the severe influence of the pandemic, the hotel faced a sharp drop in visitors and limited effect in marketing.
To enhance the reputation and visitors to the Hualien Dongxu Resort Hotel, as well as to convey the message that the hotel remained the same despite changing name, AsiaKOL assisted the Hualien Dongxu Resort Hotel in this “social media marketing campaign”. We invited 10 parents and their children, travel and lifestyle KOLs, and live streamers to stay in the hotel, with 24-hour Story and Livestreaming on Yahoo to boost brand reputation and increase topicality.
2. KOLs And Live Streamers Take Turns In Marketing - Hualien Dongxu Resort Hotel As The First Parent-Children Travel Choice In Hualien
To enhance the voice of Hualien Dongxu Resort Hotel on social media, we suggested working with parent-children, travel and lifestyle KOLs, who love sharing their daily life in the community. The friendly, affordable, and comfortable facilities in the hotel were suitable for families to spend time together during the turmoil of the epidemic. Thus, by featuring photos and texts on Instagram about information such as room types, hotel facilities, events, and check-in landmarks, followers were taken into the virtual trips and accommodation experiences by these KOLs. In this way, we successfully made the Hualien Dongxu Resort Hotel the first choice for parent-children travel accommodation in Hualien.
3. Sea-View Room Experiences Through KOLs’ Photos, Texts And Videos - Immersive Interaction Gaining Widespread Response
Fronting sea and with a mountain at the back, the Hualien Dongxu Resort Hotel has been famous for having a captivating ocean view. In this campaign, we arranged for KOLs to stay in cozy rooms with breathtaking sea views, and made time for them to enjoy the facilities and the hotel’s convenient location. KOLs were happy to introduce room types, beautiful scenery and various facilities through multiple methods, such as photos, texts, short videos, 24-hour stories and live streaming, detailing the combination of aged culture and creative facilities to provide visitors with comfortable and exclusive vacation experiences. Through their hearty sharing, followers were fully taken into the vacation atmosphere, and the campaign received great responses and recognition in the community.
Under the severe influences of the COVID-19 pandemic on the tourism industry, many hotels in Taiwan faced operation crises or owner changes. As the pandemic has finally come to an end, the tourism industry gains chances to bounce back with the Taiwanese planning their vacation after the society lockdown. Therefore, it is necessary to map out the marketing plans in advance before the complete recovery of tourism. AsiaKOL is here to provide brands with the “AKTour – KOLs Marketing Travel Tour Campaign”, assisting brands to regain reputation and exposure with social media operations from KOLs.
Do regional businesses aspire to get recognition abroad? In order to introduce different travel targets, companies, and goods organically, "AKTour Internet Celebrity Travel Experience" arranges themed tour packages and invites KOLs to explore unique sights and travel itineraries throughout Taiwan. In addition to receiving a lot of exposure, it can also win over more fans' confidence.
Please fill out the request form if you are interested in the "AKTour Internet Celebrity Travel Experience" and a member of our staff will get in touch with you.
