The rise of the Omicron variant of the coronavirus has only added to the complexity of travel reopenings across Asia-Pacific, and for 102-year-old hospitality giant Hilton, which operates 500 properties in the region, this has necessitated increased flexibility and nuance in its marketing strategy and creative campaigns.
While the company sees markets such as China nearly at 2019 levels of business, other places, such as India, have rebounded sharply too, even as tourism magnets in Southeast Asia continue to lag due to slower vaccine uptake and relatively high Covid case counts.
Ben George
“Marketing is a multi-layered approach, with the big enterprise brand level campaign always on,” Ben George, the chain’s senior VP and commercial director told Campaign Asia-Pacific. “However, the concept of travel being always on has changed and we’re now more focused on nimbler and shorter campaigns targeting destinations closer [to a customer’s] home.”
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