Tainan Far Eastern Group Shangri La Blooms with Tourism Charm

        The global number of tourists is gradually returning to pre pandemic levels, and with the arrival of the peak summer travel season, this year's tourism output is expected to reach another peak, which also represents that the war between Taiwan's accommodation industry will become more intense. Tainan Far Eastern Group Shangri La has already formulated countermeasures, not only to win the favor of international tourists, deepen the relationship between business and local customers, but also to enter the market of young people. This issue's "Cover Story" introduces the winning secrets of the Far Eastern Group Shangri La management team in Tainan, taking you to experience the abundant innovative momentum.

        Top notch service with a global perspective

                Facing competitors, Far Eastern Group Shangri La in Tainan understands that only by providing top-notch services and products, understanding consumer needs, and quickly catching up with popular trends can they maintain long-term advantages. Considering that in recent years, accommodation travelers can be roughly divided into three directions: "leisurely experience life", "balancing quality and affordability", and "supporters of environmental sustainability", and the length of stay has also been significantly extended, the management team used S (segmentation market segmentation), T (targeting target market), and P (positioning product positioning) analysis to focus on different customer groups and product positioning, combined with digital marketing to reach different audiences, and expanded from core customers to potential customer groups.

        Taking the super international exhibition "Masterpieces from the National Gallery, London" introduced by the Chi Mei Museum from May 2 to September 1 this year as an example, this is the first time in nearly 200 years that the National Gallery has come to Taiwan to exhibit the authentic works of 50 masters, including Raphael, Dutch light and shadow master Rembrandt, and post impressionist art giant Van Gogh, totaling 52 original works, presenting a history of Western painting spanning 400 years. Tainan Far Eastern Group Shangri La anticipates that before the launch of the arts and cultural feast, it will inevitably attract extensive media coverage and lively discussions in the community. They have decided to adopt a "leveraging marketing" strategy to hit the topic, and through STP analysis, target customer groups will be identified, outlining three major consumer profiles and launching corresponding projects and activities.

        Firstly, for consumers who have come from afar and have not yet purchased tickets, we plan a three-day and two night limited edition housing project called "Art Feast Tour: From Raphael to Van Gogh Valley". The main features include free admission tickets for special exhibitions, official limited edition souvenirs, and exclusive art themed cocktails. At the same time, we offer delayed check-out, sumptuous breakfast, and luxurious VIP lounges; As for consumers who have already purchased tickets, a "Show special exhibition tickets and draw special exhibition peripheral gifts" activity will be launched to attract the public to have fun; Finally, don't forget to design the "Light and Shadow" art themed cocktail for art lovers, creating a dual enjoyment of visual and taste buds. Through online and offline marketing, not only did we successfully attract customers, but we also achieved a sales revenue of nearly 10% in the housing project category in the month of the event, surpassing the same period last year.

                Technological collaboration and creative value added

                In terms of wedding banquet services, the Far Eastern Group Shangri La Wedding Enterprise team in Tainan has observed that exquisite and compact forms are gradually becoming a trend. Among them, venues that combine outdoor wedding ceremonies and can hold parties outdoors are particularly popular among newlyweds. Therefore, a "Heart to Heart" wedding banquet project suitable for 20 people has been designed, providing soft drinks for drinking, housing discounts for relatives and friends, and personal butler services for brides. The banquet dishes emphasize sustainability and low-carbon spirit, and increase the proportion of local ingredients. In addition, considering the emphasis on witnessing and interaction in the new generation of weddings, we have specially launched the "Island Style Party" project, which uses recycled and environmentally friendly flowers to create Nanyang elements, while adhering to the sustainable ESG concept, making it unique in the industry.

        Story marketing emotional circle fans

        Having competitive innovative products and services is a fundamental skill, but how to present them in front of consumers and attract them to come is another discipline. Starting from local culture, Far Eastern Group Shangri La in Tainan has launched the "Explore Ancient Capital Tour" housing project with the slogan of "Go to Places with Stories". It provides a rich buffet breakfast and has selected the "Taiwan Gate - Deer Ear Gate Heavenly Palace" with strong historical, artistic and cultural significance to design an exclusive Easy Card, showcasing the charm of Tainan's "City of Thousand Temples and City of Ten Thousand Gods". Guests can fully explore the unique local lifestyle and experience the rich cultural stories. They can also bring the limited edition Easy Card home.

                Compared to physical promotion, digital media is not limited by time and space, and has a fast dissemination speed, making it the main channel for modern people to receive information. Therefore, Far Eastern Group Shangri La in Tainan is focusing on developing digital marketing plans. The first step is to continuously innovate content and interact with the audience on social media platforms, especially in recent years when short videos have emerged. Starting from the fourth quarter of 2023, the management team has planned the "Go to Places with Stories" series with the theme of "Being More Local, More International", targeting audiences on different platforms such as FB, IG, Red, Youtube, LinkedIn, etc., customizing copy and short video content, combining city values and characteristics through storytelling, cultivating emotions with fans, and making clear distinctions from competing brands.

        The second step is to collaborate with key opinion leaders (KOLs) on social media platforms to expand marketing effectiveness. Due to the high fan stickiness and flexible marketing coordination of micro KOLs or local KOLs, which can enhance the brand's local characteristics, in addition to partners in the food or tourism fields, Far Eastern Group Shangri La in Tainan actively negotiates with KOLs in the beauty, fashion, art, and technology fields to reach potential customer groups, with a focus on interaction rate rather than fan numbers. We hope to generate more diverse content such as photos, videos, and reels through cross domain and cross platform cooperation, and expand exposure. Not only that, the management team also uses AI technology to construct community materials, which can not only shorten the time required to produce traditional materials, but also resonate with young fans and improve interaction rates.

        By observing consumers' expectations for service, Far Eastern Group Shangri La in Tainan uses marketing theory to analyze customer groups and products, combined with current hot topics and cross industry resources, to launch refreshing creative solutions in various businesses such as accommodation, catering, wedding banquets, etc., ensuring high competitiveness of services and products. It actively launches digital marketing campaigns, collaborates with KOLs to strive for exposure and volume on social media, and combines new reading and listening habits to create short videos with local culture, establishing emotional connections with customers and becoming a popular choice for travelers from all over the world.

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