Hotel Nikko Hong Kong
Conversely, one could market a hotel to locals, in the hopes of leaving such a deep impression that when they travel overseas, they will choose your brand over others.
That’s exactly the strategy used by Rosewood Hotel Group, owned by New World Development.
The group operates three brands across three market tiers – the luxury Rosewood Hotels & Resorts, deluxe New World Hotels & Resorts and business traveler-style Pentahotels – with 49 hotels under its belt in Asia, North America, Europe, the Middle East and the Caribbean and the Atlantic.
The group also opened its first Rosewood Hotels & Resorts hotel in mainland China, Rosewood Beijing, in October.
“Rosewood Beijing will act as a sort of shop window through which Hongkongers can experience the brand and potentially choose it again when they travel abroad, ” May Pendraat, VP of sales and marketing at Rosewood Hotel Group, said.
As a result, Hong Kong was one of the key markets which the group emphasised in its marketing strategy to help prepare for the opening of the Beijing hotel.
In addition, given Hong Kong’s position as a regional hub for finance and other industries, Pendraat added that the group’s marketing campaigns in Hong Kong were intended to have an impact on travelers from Asia and the rest of the world.
“Our marketing efforts in Hong Kong not only tap into the Hong Kong market but are designed to have a ripple effect across regional and international markets, ” she said.
Further expansion in mainland China is in the works for the hotel group, with Rosewood Hotels & Resorts opening a hotel each in Guangzhou and Sanya in 2017 while New World Hotels has plans to open six more hotels in mainland China over the next five years.
With brands across three tiers – luxury, deluxe and business traveler – the marketing strategy for the three brands differ based on their respective customer segments.