A Little Incentive Goes A Long Way
With the right email marketing campaign, a hotel can thrive in an industry characterised by cutthroat competition, according to Dr Daniel Leung and Ms Megan Tsou of the School of Hotel and Tourism Management (SHTM) at The Hong Kong Polytechnic University. Drawing on the experiences of real-life Chinese consumers, the authors provide pioneering empirical evidence of how hotel firms can optimise their email advertising to attract and retain customers. By appropriately framing their price promotions and personalising their emails to suit travellers’ unique cultural backgrounds, hotels can regain a foothold in their weakened industry. This will in turn support the swift recovery of hospitality and tourism in mainland China and beyond.