2020 Global Travel News Summit | Webpower Digital Marketing and Enterprises Witness the Power of Reconstruction and Symbiosis Together
On November 26, the "2020 Global Travel News Summit & Digital Travel Fair (TDC)" officially opened at the Shanghai International Convention Center. Despite the ongoing challenges of routine pandemic control, the summit attracted over 1,000 senior executives from leading OTAs, hotels, airlines, travel agencies, and other sectors to collectively explore the "Reconstruction & Symbiosis" of the global travel industry in the post-pandemic era.
Additionally, more than 30 exhibitors participated in the two-day "Digital Travel Fair," showcasing innovative products and solutions in travel technology and digital marketing. As a digital marketing service provider, Webpower also took part in the Digital Travel Fair, leveraging the power of digital marketing to assist businesses in the travel industry chain with reconstruction and symbiosis.
n previous years, the Global Travel News Summit (TDC) was typically held around September in Shanghai. This year's event, however, was postponed to the end of November, highlighting the continued impact of the pandemic. This impact is evident not only on the summit but also on the travel industry as a whole. The International Air Transport Association (IATA) predicts that international travel will not return to pre-pandemic levels until 2024. Focusing on the domestic market, the efficient control of the pandemic has allowed the internal travel cycle to gradually reopen over the past six months. However, sporadic local cases occasionally affect travelers' confidence, subsequently influencing business travel, conventions, and even leisure travel demand. In this context, how can we break through and rejuvenate the market?
TravelDaily CEO Charlie Li pointed out that the pandemic has upended the old world order, accelerating the evolution of new trends. In the post-pandemic era, more travel marketing scenarios will shift online, and the role of offline travel stores will be redefined. The traditional sales function will be weakened, while customer communication and connection will become the main focus.
This year, innovative marketing initiatives such as Eastern Airlines' Unlimited Travel Pass and Trip.com Group's BOSS Live Streaming have been particularly eye-catching. Although the travel industry possesses vast databases, it generally focuses on short-term returns and pays less attention to meticulous user operations and enhancing customer loyalty. Consequently, there has been insufficient investment in understanding consumer preferences and marketing strategies. The pandemic has pushed for innovative marketing approaches, finally bringing them to the forefront after much anticipation.
Taking Trip.com Group's BOSS Live Streaming as an example, as of November 25, the platform had achieved over 1.7 billion cumulative views and a GMV exceeding 24 billion RMB in 247 days. While the hype remains, long-term development cannot rely solely on traffic and individual influence. Sustainable, diversified traffic conversion is necessary, and this requires companies to have the ability to insightfully understand consumers' potential needs. This is where the role of digital marketing tools becomes indispensable.
In today's rapidly evolving technological era, how can we leverage digital tools to integrate marketing into every critical touchpoint of the customer journey? How can we accurately assess customer needs and launch more precise marketing campaigns? How can we use technology to implement marketing advantages, ensuring efficient conversions and flexible responses?
Webpower's digital marketing provides more effective ways for the travel industry to reach customers. By seamlessly integrating online and offline operations, and empowering long-term growth in private domains with marketing tools and operations, Webpower helps travel chain enterprises build a comprehensive digital commercial ecosystem, driving digital transformation.
Breaking Down Data Silos for Precision Marketing
Webpower utilizes Dmartech to consolidate multi-channel data sources for enterprises, creating a comprehensive travel big data platform. This enriches user scenarios and validates personalized computational models. By focusing on user attributes and behaviors, Webpower quickly constructs complete user profiles to assist enterprises in achieving precise marketing.
**Case Study | China Southern Airlines**
China Southern Airlines' Sky Pearl Club has millions of members with data scattered across multiple platforms—large and chaotic, making retrieval time-consuming and labor-intensive. Dmartech built an SMG intelligent push system for six application scenarios to help integrate and analyze the consumption behaviors of China Southern Airlines' users (members). The system automatically triggers personalized recommendations and sends them via email and SMS, capturing marketing opportunities. Based on user behavior data, it provides personalized recommendations for flights and hotels to maximize exposure.
Aggregating Data for Multi-Dimensional Marketing
Using internet social interactions as a starting point and building a data center foundation, big data models can identify more compatible patterns between different users and product recommendations. This approach seeks to uncover more user value potentials and achieve multi-dimensional marketing goals.
**Case Study | Wyndham Hotel Group**
Wyndham Hotel Group has approximately 9,200 hotels in over 80 countries across six continents. Webpower, using Wyndham Hotel Group's WeChat official account as the core, launched the "Wyndham Rewards Program" WeChat campaign. This initiative combined user engagement strategies across multiple channels and touchpoints to achieve conversions. The integration of proprietary data, enhanced by Webpower's Dmartech intelligent marketing platform, aggregated data from WeChat, SMS, EDM, and the company's CRM database. This data was consolidated into a super SCRM member center, which, based on the member data center, enabled the brand to achieve multi-layered marketing goals.
Mining Data for Effective Supply
Data is accumulated in the data mining engine, layered, and dynamically updated to continually uncover more value. By addressing the deeper needs of different consumers in various travel scenarios, this approach provides data support for marketing solutions in the travel industry.
In the post-pandemic era, digital marketing driven by big data has become the main battleground for travel chain enterprises in the marketing field. Effectively utilizing digital tools to enhance marketing efficiency and thoroughly refining the user experience is the right approach.
Webpower Smart Marketing creates end-to-end, online-to-offline marketing and customer experiences for enterprises. While increasing customer traffic, it also tightly integrates enterprise products and services through digital tools, enabling timely adjustments to product structures, better meeting market demands, quicker responsiveness, and countering market risks.
In the future, let's use the power of data to aid in the value reconstruction of the travel industry, achieving mutual growth and win-win outcomes!
Webpower Rights Statement
Webpower China Region All Rights Reserved. Reproduction must include the source.
