01 Jun Ideal positioning for international hotel booking portal in Chinese market
What is the ideal positioning of an international hotel booking portal inside the lucrative niche of Chinese premium outbound travelers?
Situation:
An international hotel booking portal aimed to develop a specific positioning for the fiercely competitive Chinese travel market, targeting a highly discerning clientele with a specific nature of booking habits.
Result:
globeone developed an optimized and locally adapted positioning, reflecting the issues and requirements of its local target group. The positioning reduces acceptance barriers among the Chinese target group while remaining aligned to the client’s global value proposition. The positioning concept laid the foundation for a comprehensive marketing strategy to increase awareness and activation.
Read more insights from Globeone
-
Corporate purpose: door opener for big changes
What is the significance of an overriding corporate purpose in times of existential challenges,...
-
Do-gooders or hypocrites? Why purpose credibility is elementary
Do companies need a purpose to stand out from the competition? And how do they succeed in devel...
-
Purpose-driven organizations: “No pure altruism”
Companies with a clearly communicated purpose grow above average, are more innovative...
CURIOUS ABOUT GLOBEONE? LET’S TALK
For top executives, brand and communication decision markers as well as integrated marketing owners.