OVERSTAY CHECKOUT|短视频|广告营销案例【ADGuider广告指南】

逾期结账

案例简介：描述客户的简报艺术系列酒店是一家精品豪华连锁酒店。每年夏天，由于正常的客户、商务旅行者而不是旅行，他们都会经历销售下滑。他们需要一种方法来增加本月的预订，并通过吸引更多的休闲旅行者来增加类似的低入住率。他们需要一个想法: 1。在 12月16日至 1月13日期间，比预期入住人数多卖了 1,000 张床 2。可以根据需要打开和关闭以刺激对酒店的需求 3.将产生公关，并加强艺术系列酒店作为创新者的定位促进发展解决办法是逾期结账。一个取消了上午11:00 结账规则的想法，允许客人免费入住，直到下一个客人需要他们的房间。至关重要的是，这意味着如果第二天晚上没有人预订，客人可以免费再住一晚。如果在那之后晚上没有人被预订，他们可以一次又一次地留下来，理论上永远不会离开。该活动预计将超过客房夜间目标，并创造大规模公关，因为其创新性质和客人无休止地免费住宿的故事。结果这次促销活动取得了巨大成功，比销售目标高出 55%，产生了 1.5 美元的公关收入，并被 PSFK 宣布, 快速公司和其他有影响力的头衔是酒店业的真正创新，用于解决如何处理未售出房间的古老问题。特别是，客人的反应欣喜若狂，从住在二，三, 或者更多的额外免费住宿是酒店有史以来最好的体验，记录了 Facebook 和旅游网站上 400% 的正面在线评论的增加。最重要的是，我们 80,000 美元的营销预算创造了令人印象深刻的 359% 的投资回报率。与产品/服务的相关性对休闲旅行者的研究显示，他们比商务旅行者更灵活地制定旅行计划，其中最大的痛点是 11:00 结账。对酒店的研究发现，在低入住率期间，他们没有主要的财务/后勤原因需要执行 11:00 结账规则。事实上，让客人停留更长时间意味着他们会在客房服务和其他酒店设施上花费更多。逾期退房为客人带来了巨大的价值 (免费小时/夜)，为酒店带来了巨大的价值，因为它将未售出的库存货币化。

逾期结账

案例简介：Describe the brief from the client Art Series Hotels are a boutique luxury hotel chain. Each summer they experience a downturn in sales due to their normal clientele, business travellers, not travelling. They needed a way to increase bookings during this month and similar periods of low occupancy by attracting more leisure travellers. They needed an idea that: 1. Sold an additional 1,000 beds above expected occupancy between Dec 16th and Jan 13th 2. Could be turned on and off to stimulate demand for the hotel as required 3. Would generate PR and reinforce Art Series Hotels' positioning as an innovator Promotion Development The solution was the Overstay Checkout. An idea that did away with the 11:00am checkout rule and allowed guests to stay on free until their room was needed for the next guest. Crucially, this meant that if no one was booked in for the next night, guests could stay another night free. And if no one was booked in for the night after that, they could stay again and again and theoretically never leave. The campaign was expected to exceed room night targets and create mass PR due to its innovative nature and stories of guests staying endlessly for free. Results The promotion was a tremendous success, beating sales targets by 55%, generating $1.5m in PR and being heralded by PSFK, Fast Company and other influential titles as a genuine innovation in the hotel industry for solving the age-old issue of how to deal with unsold rooms. In particular, the response from guests ecstatic from staying two, three, or more extra free nights was the best the hotel had ever experienced recording an increase in positive online reviews on Facebook and travel sites of 400%. Above all, our small $80,000 marketing budget created the impressive ROI of 359%. Relevancy to Product/Service Research with leisure travellers revealed they were more flexible with travel plans than business travellers and that amongst their top pain points was the 11:00 checkout. Research with the hotel uncovered that during low occupancy there were no major financial/logistical reasons why they needed to enforce the 11:00 checkout rule. In fact, having guests stay longer meant they’d spend more on room service and other hotel facilities. The Overstay Checkout delivered immense value to the guest (free hours/nights) and immense value to the hotel as it monetised unsold inventory.