In the midst of the COVID-19 pandemic, the Shangri-La Group in China has shifted its marketing communications to align with the "new normal." The premium hotel chain recently launched the 'Always care, Always here' campaign that highlights the company's stringent hygiene measures "to assure our guests that they can look forward to a safe and comfortable stay, enjoy the fabulous food and explore our MICE offerings, when we welcome them back," said Matt Liao, vice president of marketing for China with Shangri-La Group.
The Shangri-La Group also introduced new food takeaway options and delivery services to accommodate the increasing number of consumers looking to avoid crowds. These steps not only serve the changing needs of consumers today, but also addresses the coming shift in consumer preferences post COVID-19.
Social Distancing Hotel Ads
The Shangri-La Chain Launched the 'Always Care, Always Here' Campaign
Trend Themes
1. Hygiene Assurance Messaging - Hotels can leverage hygiene assurance messaging in their marketing communications to build trust with customers and assure a safe and comfortable stay.
2. Food Takeaway and Delivery Services - Implementing food takeaway and delivery services can cater to the increasing number of consumers looking to avoid crowds and offer a convenient dining experience.
3. Shift in Consumer Preferences - Addressing the coming shift in consumer preferences post COVID-19 can create opportunities for hotels to adapt their offerings and provide tailored experiences.
Industry Implications
1. Hospitality - The hospitality industry can adopt hygiene assurance messaging and implement food takeaway and delivery services to meet the changing needs of consumers during and after the pandemic.
2. Food and Beverage - The food and beverage industry can explore new opportunities in food takeaway and delivery services to cater to consumer demand for convenient dining options.
3. Travel and Tourism - The travel and tourism industry can adapt to the shift in consumer preferences by offering tailored experiences and highlighting hygiene measures to attract customers and restore trust in the industry.