MarketingConference CoverageVIDEO: Defining Brand DNA at Peninsula Hotels

VIDEO: Defining Brand DNA at Peninsula Hotels

What makes the Peninsula special? Robert Cheng, vice president of marketing for The Peninsula Hotels discusses brand DNA and how to develop a digital strategy at ClickZ Live Hong Kong.

Finding the hallmarks of what the brand’s DNA stands for has been a key element of the Peninsula Hotel’s digital transition, said Robert Cheng, vice president of marketing at The Peninsula Hotels, during a case study presentation at ClickZ Live Hong Kong.

“Before going online for online’s sake and just building a site, we wanted to make sure that we were true to the pillars of what makes the Peninsula so special,” says Cheng. “There is the heritage, glamour and the sophistication, but at the same time, we wanted to make sure we showed the newer side, the fun side and the innovative side of Peninsula as well.”

Since the hotel group launched its new digital strategy and website, it has experienced an increase in revenues from online bookings, double digit growth across its social channels, a growing number of new guests, and people spending longer in the hotels.

In this video, Cheng breaks down the hotel group’s digital transformation, beginning with how it established brand values, chose social platforms across its global and Asian markets and created an effective website.

“The challenge we face as marketers is how to embrace technology but still stay true to the brand,” says Cheng. To learn more, watch the video below.

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